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Staff Profile

Hao Liu

Lecturer in Marketing

Background

Dr. Hao Liu is a Lecturer (assistant professor) in marketing at the Newcastle University Business School. He holds a Ph.D. in Marketing from the Newcastle University Business School and an MRes degree from the Birkbeck College, University of London. His research interests lie in global and local branding, marketplace (anti)globalization, and consumer dispositions. He applies both survey and experimental methods in his research projects.

He has published in the international leading scholarly journal. In addition, he acts as a reviewer for peer-reviewed academic journals (e.g., the Journal of International Marketing) and international academic conferences (e.g., the 2022 AMA Global Marketing SIG Conference). 

Research
  • Global/local branding
  • marketplace (anti)globalization
  • consumer dispositions
Teaching
  • New Product and Service Development
  • International Marketing
  • Dissertation Supervision
Publications
  • Liu H, Schoefer K, Fastoso F, Tzemou E. Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research. Journal of International Marketing, 2021. Available at: https://journals.sagepub.com/doi/full/10.1177/1069031X20973184.