The University of Western Australia

UWA Staff Profile

Ipsum Lorem

Fang Liu

Assoc/Prof Fang Liu

Associate Professor
Marketing (UWA Business School)

Contact details
Marketing (UWA Business School)
The University of Western Australia (M263)
35 Stirling Highway
+61 8 6488 3506
+61 8 6488 1004
BA Zhongshan, MBA PhD W.Aust.
Dr. Liu holds a BA degree in English Linguistics & Literature from Zhongshan University, China (equivalent to 1st-class honours), an advanced MBA (with specializations in marketing and finance) and a PhD in Marketing from the University of Western Australia. Her research interests centre on branding, advertising, international strategies and cross-cultural consumer studies. Dr. Liu has published dozens of refereed journal articles, book chapters, and conference proceedings. Prior to her academic career, she had extensive experience in the area of international trade and marketing.
Key research
Branding and Brand Equity;
Advertising, Digital Media and Marketing Communications;
International/Global Marketing Strategy;
Cross-Cultural Consumer and Tourist Studies;
Experiential Marketing and Tourism;
Agribusiness and Marketing.
Recent Publications

Book Chapter (Commercial)
Liu,F., Murphy, J., Li, J. (2017), "Country of Origin, Country Image and Wine", Shaping International Public Opinion, p.133-148. Peter Lang Publishing: New York.

Book Chapter (Commercial)
LIU,F., 2014, A Closer Look at Research on Sex Appeal Advertising, The Handbook of International Advertising Research, Wiley Publishing.

Book Chapter (Commercial)
Liu, F., 2009, "Sex Appeal, Spokesperson's Trustworthiness, And Brand Attitude: A Study On Confucianism And Sex Appeal Advertising In China" Advertising and Chinese Society: Impacts And Issues, Copenhagen Business School Press , Denmark

Book Chapter (Commercial)
Liu, F., 2009. “Confucian’s Double Standard of Sexuality and its Impact on the Effectiveness of Sex Appeal Advertising in China.” Culture and Advertising in China, edited by Chan, K. and Cheng, H.

Book Chapter (Private)
Liu, F., Cheng, H., and Li, J. 2009, "Global Personal Values Versus A Confucian Value: Consumer Responses To Sex Appeal Advertising In China", A Handbook Of Confucian/Chopsticks Marketing, Asian Business Research Corporation Limited, New Zealand.

Journal Articles (Schol Refereed Journal)

M. Yu, Liu, F., and Lee, J. (forthcoming), "The Influence of Negative Publicity on Brand Equity: Attribution, Image, Attitude and Purchase Intention", Journal of Product and Brand Management.

Sari,D.K., Mizerski,D., and Liu, F. (2017), "Boycotting foreign products: a study of Indonesian Muslim consumers", Journal of Islamic Marketing, 8 (1), p.16-34.

Zhang,H., Sun,J., Liu, F. and Knight, J. (2014), “Be rational or emotional: Advertising appeals, service types, and consumer responses”, European Journal of Marketing, 48(11/12), p.2105-2126.

Liu, F., Li, J., Mizerski, D., Soh, W., 2012, "Self-congruity, brand attitude, and brand loyalty: a study on luxury brands".European Journal of Marketing, Issue 46, No. 7/8, p.922-937.

Liu, F., Cheng, H., and Li, J., 2009. "Consumer Responses to Sex Appeal Advertising: A Cross-cultural Study", International Marketing Review, Vol. 26, Issue 4/5, p.501-520.

Li, J., Mizerski, D., Lee, A., and Liu, F., 2009. "The relationship between attitude and behaviour: an empirical study in China", Asia Pacific Journal of Marketing and Logistics. Vol. 21, Issue 2, p.232-242.

Jansen, B.J., Hudson, K., Hunter, L., Liu, F. and Murphy, J., 2008. “The Google Online Marketing: Real-world learning with real clients, real money, and real advertising campaigns”, Journal of Interactive Advertising, Vol. 8, Issue 3, 9, 1, pp online - approx 5-20pp

Liu, F., and Murphy, J., 2007. “A Qualitative Study of Chinese Wine Consumption and Purchasing: Implications for Australian Wines”. International Journal of Wine Business Research, Vol. 19, Issue 2. (This paper was awarded “Highly Commended Paper Award in 2008” by Emerald Publishing Group).

Liu, F., Murphy, J., Li, J., and Liu, X., 2006. “English and Chinese? The Role of Consumer Ethnocentrism and Country-of-origin in Chinese Attitudes towards Store Signs”. Australasia Marketing Journal (The official journal of the Australia and New Zealand Marketing Academy), Vol. 14, Issue 2.

Liu, F., Li, J. and Cheng, H., 2006. “Sex Appeal Advertising: Gender Differences in Chinese Consumers’ Responses”. Asia-Pacific Journal of Marketing and Logistics, Vol. 18, Issue 1.

Liu, F., Li, X., Bao, G., Yun, C. and Li, J., 2006. “Regional Disparity and Market Development”, in Economics Growth, Transition and Globalization in China, edited by Wu, Y. and Yu, C., Marston Book Limited, Abingdon, UK.

Zhao, W., Massey, B.L., Murphy, J. and Liu, F., 2003. “Cultural Dimensions of Website Design and Content”, Prometheus, Vol.21, No. 1.

Liu, F., Dixon, M. and Murphy, J., 2003. “Exploring Online Buying and online Trust in China.” Asia Pacific Advances in Consumer Research, Vol. V, 2003.

Zhao, W., Murphy, J., Liu, F. and Olaru, D., 2003. "An Exploratory Comparison of Top Chinese and US Home Pages", Chinese Economic Transition and its Impact on Marketing Strategy, Edited by Ilan Alon, Greenwood Publishing Group.

Refereed Conference Proceedings
Most recent conference proceedings:

Liu, F. (2016), "The moderation effect of ad skepticism on perceived values of mobile advertising", 2016 Global Marketing Conference at Hong Kong, p. 1328-1330.

Albatati,B., Mizerski,D., and Liu, F. (2016). "Country and gender differences in the consumption of massively multiplayer role-playing online games", 2016 Global Marketing Conference at Hong Kong, p.1685-1685.

M.Yu and F. Liu (2016), "Exploring the influence of cultural dimensions in the context of negative brand information", 2016 Global Marketing Conference at Hong Kong, p.335-335.

Albatati,B., Liu,F., Mizerski, D., Yu, Mingzhou, and Li, T. (2016). "The Role of Feelings in the Consumption of Massively Multiplayer Online Role-Playing Games", Conference Proceedings of 2016 Australia and New Zealand Marketing Academy Conference (ANZMAC), Canterbury, New Zealand. Volumn Title: Marketing at a Post Discipline Era ISBN 978-0-473-37660-4, P.48-54.Publisher: University of Canterbury; edited by David Fortin and Lucie K. Ozanne.
Roles, responsibilities and expertise
Research Supervisions

Dr. Liu is a LEVEL 3 Supervisor and in the last seven years, she has successfully supervised five PhD students into completion.

PhD candidate: T. Li, 2016-current;
Topic: Tourist Experience and Value of Experience.

PhD candidate: D. Maghrifani, 2017-;
Topic: Value, Advertising, Cross-cultural Tourist Behaviour.

PhD Prelim Candidate: J. Liu, 2017-;
Topic: National Branding and Destination Image

PhD candidate: B. Albatati, 2015-current;
Topic: Feelings, Experiences and Online Gaming Behaviour;

PhD candidate: M. Yu, 2011-2016, PhD awarded in 2017;
Topic: Negative Publicity and Brand Equity;

Dr. D.Sari: 2012-2015, PhD Awarded in 2015; Topic: Boycott Behaviour of Muslim Consumers;

Dr. S. Wang, 2011-2015, PhD Awarded in 2016;
Topic: The Impact of Persuasive Knowledge on Children;

Dr. M. Krisjanti, 2008-2013, PhD Awarded in 2014;
Topic: Acculturation and Ethnic Identity for Australian Store Brand (private label) Purchases;

Dr. A. Yang, 2006-2009, PhD Awarded in 2010;
Topic: Brand Knowledge and Brand Loyalty in Beer Industry;

Honours Student: Nurfareena Zahari, 2013, Awarded with Upper 2nd Honours;
Topic: Advertising Appeals and Luxury Branding;

Honours Student: F.Hanrahan, 2012, Awarded with 1st Class Honours;
Topic: Celebrity Endorsers and Luxury Branding;

Honours Student: H. Soh, 2008, Awarded with 2nd Class Honours;
Topic: Self-Concept and Purchases of Luxury Brands.

Future research
Consumer Experience (e.g., ecotourism, adventure tourism, and service/product marketing);

Agricultural food marketing (e.g., Australian honey and wine).
Funding received
Australian Cooperative Research Center (CRC) for Honey Bee Products. 2017 to 2022.

This Australian federally funded Cooperative Research Centre (CRC) will resolve industry problems that limit both the value and expansion of the Australian honey bee products industry. Dr Liu is leading Program 4.2 at the CRC (Developing Labeling and Trademark Strategies to Market Australian Honey Worldwide). More details on the CRC can be found at A PhD scholarship is available for this program for 3.5 years (2018-2021). Please contact Dr. Liu at if you are interested.

BHP Billiton Research Award, 2017
Project Title:On-site ecotourism experience and engagement
Collaborators: Chaozhi Zhang, Geoff Soutar, and Julie Lee

UWA Business School Research Development Award,2014
Project Title: Segmenting Chinese Ecotourists and Predicting Their Travel Intentions.
Collaborators: Julie Lee, Joanne Sneddon, Geoff Soutar, and Gary Sigley

UWA Research Development Award, 2008-2009
Project Title: Brand Evaluations in Relations to Negative Publicity
Collaborator: Jill Sweeney

Emerald International Research Grant, 2006-2007
Project title: The Effect of Language on the Effectiveness of Communicating Commercial Knowledge through Television
Collaborators:Dick Mizerski and W.C. Wang

UWA University Research Grant, 2006-2007
Project Title: Country Image, Price, and Consumption Situation
Collaborator: Jamie Murphy

UWA Business School Research Grant, 2006-2007
Project title: Country of Origin, Consumer Ethnocentrism, and Australian Wine Labelling
Collaborator: Jamie Murphy

UWA Business School Research Grant, 2005-2006.
Project title: The Effects of Language on Bilinguals’ Information Processing

Chun Hui Operating Grant, Ministry of Education, China, 2004-2005.
Project title: A Study on the Relationship between Attitudes towards Marketing and Economy Development in the Western Regions of China.
Collaborator: Guohu Bao, Professor of Marketing, Inner Mongolia Institute of Finance and Economics, China.

Chun Hui Operating Grant, Ministry of Education, China, 2003-2004.
Project title: A Study on Temple Economy, Church Economy, and Market Development.
Collaborator: Cai Yun, Professor of Economics, Tibet University, China.
Industrial relevance
Consulting areas: International strategy (The Greater China Market), Branding and New Brand Development, Advertising and Communication Strategy, Media Selection, Online and Offline marketing, Wine emarketing, and Tourism marketing.
English and Chinese (Mandarin & Cantonese).
American Marketing Association (AMA)
American Advertising Association (AAA)
Academy of Marketing Science (AMS)
International Society of Intercultural Relations
Australia and New Zealand Marketing Association (ANZMAC)
Western Australia Chinese Scientists Association (WACSA)
Honours and awards
"Citation of Excellence" Award: Dr Liu and her co-author's article titled "Self-congruity, brand attitude, and brand loyalty: A study on luxury brands" and published at the European Journal of Marketing was recently awarded a “Citation of Excellence” by Emerald Group Publishing(Details are available from

"Highly Commended Paper Award"-Fang Liu and Jamie Murphy, 2007. “A Qualitative Study of Chinese Wine Consumption and Purchasing: Implications for Australian Wines”. International Journal of Wine Business Research (ISSN: 1751-1062), Vol. 19, Issue 2.

"Best Marketing Paper Award"-Fang Liu and Dick Mizerski (2004), “The Relationship between Key Message Recall and Comprehension-A Chinese Bilingual Case”, The 3rd Global Conference on Economics and Management Proceeding, Amsterdam (July).

'Dragon 100 Young Chinese Leaders'-2005
Advertising and Promotion, Intergrated Marketing Communications, Global (International) Marketing Strategy, Marketing in China, and others.
New and noteworthy
Annabel Hennessy, Jotham Martins and Madeleine Mazza from Dr. Liu's Advertising and Promotion class has won the first prize for the 2013 ATO Video Competition! (their video "Super-the Facts of Life can be viewed from

Antoni Buccini and Jared Hill from Dr. Liu's Advertising and Promotion class won the First prize in the 2012 ATO video competition! Their video ad can be viewed from

One of Dr Liu's undergraduate teams won the 2008 Google Online Marketing Challenge! One of her teams also won the top five in the Asia Pacific Region at the 2009 Google Online Marketing Challenge!
Current projects
Federal Funded Project:
CRC for Honey Bee Products (2017 to 2022)

UWA funded project:

UWA Research Development Award: Brand Evaluations in relations to Negative Publicity

UWA Research Grant: The effect of country image and price on brand evaluations.

Other projects:
A cross-cultural study on advertising appeals;

A comparative study on traditional and non-traditional media;

Negative publicity and boycotting behaviour.
Research profile
Research profile and publications

The University of Western Australia

This Page

Last updated:
Tuesday, 3 November, 2015 2:39 PM