(PhD, MSc, BA, FHEA)
Problem Solver, Luxury Fashion Marketing, Liverpool Hope University
"I always found, the harder I work, the more luck I seem to have."
Learn more about my background, expertise, and approach
Dr. Hui Liu holds a PhD in Management Studies from Liverpool John Moores University (LJMU), specialising in Luxury Fashion Marketing. Her research explores pre-loved luxury fashion consumption, luxury fashion retailer internationalisation, and sustainability, with publications in reputable journals such as the International Journal of Green Energy (2*) and presentations at prestigious conferences, including the Academy of Marketing and the Colloquium on European Research in Retailing (CERR), where she has served as a peer reviewer since 2022.
With over 12 years of industry experience in China and a successful track record in securing £1.5 million in research funding, Dr. Liu bridges academic expertise with real-world business insights. Specialising in fostering UK-China academic collaborations and industry partnerships, she has facilitated internships, Knowledge Transfer Partnerships, and cross-border university initiatives. Her extensive network spans academia and industry, enabling her to connect stakeholders for research, student recruitment, and knowledge exchange. Dr. Liu welcomes opportunities to develop UK-China academic and industry projects, leveraging her dual expertise to create impactful connections.
"I always found, the harder I work, the more luck I seem to have."
This quote reflects my approach to both academic research and teaching. I believe that consistent effort and dedication are key to achieving meaningful results and creating opportunities.
I currently serve as a Lecturer in Marketing at Liverpool Hope University on a permanent contract, where I teach undergraduate and postgraduate core Marketing courses while conducting research in consumer behaviour and digital marketing strategies.
As an educator, I strive to create an engaging learning environment that combines theoretical frameworks with real-world applications. My goal is to inspire students to think critically and develop practical skills that will serve them in their future careers.
Postgraduate Research Level:
Postgraduate Taught Level:
Undergraduate Level:
Exploring the intersection of luxury fashion, consumer behaviour, and digital innovation
Investigating the psychological and social factors influencing luxury consumption patterns and purchase decisions in both Eastern and Western markets.
Current focus: Cross-cultural differences in luxury perception and consumption motivation.
Analysing the effectiveness of various digital marketing strategies in the luxury fashion sector, with special emphasis on social media engagement and influencer marketing.
Current focus: The impact of user-generated content on luxury brand perception.
Researching sustainable practices in the luxury fashion industry and analysing consumer attitudes toward environmental responsibility in fashion consumption.
Current focus: The relationship between perceived luxury value and sustainable consumption.
Selected academic publications and research contributions
This study investigates the feasibility of hydrogen systems as a comprehensive solution for decarbonising the distillery industry, a sector often deemed “hard-to-treat” from service perspective.
Read AbstractThis paper explores the increasing popularity of pre-loved luxury goods in China, highlighting how this trend alongside sustainability and circular economy principles.
Read AbstractThis study aims to develop a model of the dynamic process of luxury fashion retailers’ internationalisation in China, within the perspective of international retailing.
Read AbstractProfessional services and expertise I offer
Information for prospective PhD students
I welcome PhD applications in the following areas related to luxury fashion marketing and consumer behaviour:
My approach to PhD supervision is characterised by:
If you're interested in pursuing a PhD under my supervision, please contact me with a brief research proposal outlining your area of interest.
Breaking into UK academia? Practical tips for post-PhDs on jobs, applications, interviews and international visa hurdles.
Hello and welcome! 🎉 I’m thrilled to have you here as I embark on this new chapter of sharing my post-PhD journey with you.
Read More
Hello, lovely readers! Welcome back to Post-PhD: UK Job Market! After my first article, I was thrilled to hear from so many PhDs about their post-PhD lives.
Read More
Hello, wonderful readers! Welcome back to Post-PhD: UK Job Market! After my first article, I was delighted to hear from so many PhD students asking for advice on building an academic CV.
Read MoreGet in touch for research collaborations, speaking engagements, or academic inquiries
liuh@hope.ac.uk
HCAWW214
Liverpool Hope Business School
Liverpool Hope University
Hope Park, L16 9JD, UK
Tuesday: 13:00 - 15:00
(Research Day off on Friday)
