刘野逸 Yeyi LIU

        西安交通大学教授、博士生导师。获国家级青年人才项目资助、西安交通大学青年拔尖人才项目（A类）资助。于英国帝国理工学院获得市场营销学博士学位。在加入西安交通大学之前，他曾任英国利兹大学副教授。其研究聚焦于两个主要方向：数字营销与消费者福祉，营销沟通与消费者品牌关系。近年来主持和参与多项国内外研究项目，包括国家自然科学基金（NSFC）资助面上项目、英国经济与社会研究理事会（ESRC）资助项目、以及比尔及梅琳达·盖茨基金会（Bill & Melinda Gates Foundation）资助项目等。研究成果发表在国际学术期刊，如《市场营销科学院学报》（FT50, Journal of the Academy of Marketing Science), 《消费者心理学杂志》(FT50, Journal of Consumer Psychology), 《服务研究杂志》(ABS4, Journal of Service Research), 《欧洲营销杂志》(ABS3, European Journal of Marketing), 《国际营销杂志》(ABS3, Journal of International Marketing), 和《心理学与市场营销》(ABS3, Psychology & Marketing)。他现任《商业研究杂志》(ABS3, Jouranl of Business Research) 编委会成员。

        Dr. Yeyi Liu is a Professor of Marketing at Xi'an Jiaotong University. He obtained PhD in Marketing at Imperial College London. Before joining Xi’an Jiaotong University, he worked as an associate professor at the University of Leeds in the UK. His research interests primarily centers on two key areas: digital marketing and consumer wellbeing, as well as marketing communication and consumer-brand relationships. His work is funded by the National Natural Science Foundation (NSFC), the British Economic and Social Research Council (ESRC), and the Bill & Melinda Gates Foundation. His work has been published in world-leading academic journals, such as the Journal of the Academy of Marketing Science (FT50), Journal of Consumer Psychology (FT50), Journal of Service Research, Journal of Advertising, European Journal of Marketing, Journal of International Marketing, and Psychology & Marketing. He serves as a member of the Editorial Review Board of Journal of Business Research.

期刊论文 Selected Journal Articles

• Liu, Y., Duffek, B., & Eisingerich, A.B. (2025) How can businesses enhance customer resistance to brand switching? Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-025-01115-3

• Singh, A., Huang, X., Heinberg, M., & Liu, Y. (2025) Understanding the link between philanthropy and performance: the role of international strategies. International Marketing Review. https://doi.org/10.1108/IMR-08-2024-0299

• Jiang, H., Wang, Y., & Liu, Y. (2025). A well-visualized effect: How nutritional content–equivalent labels influence healthfulness perceptions. Journal of Business Research.188, 115113. https://doi.org/10.1016/j.jbusres.2024.115113

• Liu, Y., Mayerhofer, T., Marchand, A., Foscht, T., Fritze, M.P., & Eisingerich, A.B. (2024) Is there a danger of making customers feel too empowered? exploring the double-edged sword of customer orientation and creative benefits. European Journal of Marketing. 58(11), 2393-2425. https://doi.org/10.1108/EJM-12-2021-0925

• Li, X., Liu, Y., Zhu, J., & Lou, J. (2024). Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature. Psychology & Marketing, 41(11), 2711-2727. https://doi.org/10.1002/mar.22079

• Liu, Y., Bhoumik, K., Ulqinaku, A., & Grazzini, L. (2023). Social Exclusion: A Bibliometric Analysis and Future Research Directions in Advertising. Journal of Advertising, 52(5), 756-773. https://doi.org/10.1080/00913367.2023.2255250
• Liu, Y., Heinberg, M., Huang, X., & Eisingerich, A. B. (2023). Building a competitive advantage based on transparency: when and why does transparency matter for corporate social responsibility?. Business Horizons, 66(4), 517-527. https://doi.org/10.1016/j.bushor.2022.10.004
• Ang, D., Gerrath, M. H., & Liu, Y. (2021). How scarcity and thinking styles boost referral effectiveness. Psychology & Marketing, 38(11), 1928-1941.  

  https://doi.org/10.1002/mar.21557

• Heinberg, M., Liu, Y., Huang, X., & Eisingerich, A. B. (2021). A bad job of doing good: Does corporate transparency on a country and company level moderate corporate social responsibility effectiveness?. Journal of International Marketing, 29(2), 45-61. 
• Jiang, H., Tan, H., Liu, Y., Wan, F., & Gursoy, D. (2020). The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research, 83, 102926. https://doi.org/10.1016/j.annals.2020.102926
• Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. https://doi.org/10.1016/j.annals.2020.102879
• Ang, D., Liu, Y., & Eisingerich, A. B. (2019). Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals. Personality and Individual Differences, 151, 109503. https://doi.org/10.1016/j.paid.2019.07.013
• Liu, Y., Zhao, X., & Liu, Y. (2018). Stress and unethical consumer attitudes: The mediating role of construal level and materialism. Personality and Individual Differences, 135, 85-91. https://doi.org/10.1016/j.paid.2018.06.044
• Liu, Y., Foscht, T., Eisingerich, A. B., & Tsai, H. T. (2018). Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 71, 147-159. https://doi.org/10.1016/j.indmarman.2017.12.016
• Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964-4969.  https://doi.org/10.1016/j.jbusres.2016.04.060
• Liu, Y., Eisingerich, A. B., Auh, S., Merlo, O., & Chun, H. E. H. (2015). Service firm performance transparency: How, when, and why does it pay off?. Journal of Service Research, 18(4), 451-467. 
• Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120-128. https://doi.org/10.1016/j.jcps.2014.05.004

主讲课程 Teaching

• 消费者行为, 营销管理,数字营销
• Consumer Behaviour, Marketing Management, Digital Marketing, Management Research Methods

指导博士生 PhD Student Supervision & Placement

• Mr Shaokang Xu (current PhD student)
• Ms Xiaoqian Li (current PhD student)
• Mr Qiang Zhang (current PhD student)
• Dr Xuan Huang (Assistant Professor of Marketing, University of Nottingham Ningbo China)
• Dr Jingyu Zhu (Assistant Professor of Marketing, University of Essex, UK)
• Dr Honghan Qi (Lecturer in Marketing, University of Leicester, UK)