Home › Academics › College of Management › Faculty & Staff › Faculty List › Raymond R. Liu

Faculty & Staff

Areas of Expertise

Consumer Complaint Behavior, Consumer Online Behavior, Cross-Cultural Consumer Behavior, Country and Organizational Image and Reputation, Brand Management, Organizational Learning and Knowledge Management

Degrees

PhD, University of Oregon
MBA, Dalian University of Technology
BS, Dalian University of Technology

Professional Publications & Contributions

• “The Impact of Marketing Promotion and Customer Loyalty on the Decomposition of the Total Store Purchase” (with Songting Dong, Ping Zhao, and Gao Wang), China Management Science, (Forthcoming).
• "Brand Integration in Post-Horizontal Mergers and Acquisitions: The Case of Midea Group" (with Junnan Hu and Dahai Dong), Journal of Management Case Studies, 2011, 4(2), 102-111.
• " Informational influence of online customer feedback: An empirical study" (with Wei Zhang), Journal of Database Marketing & Customer Strategy Management, 2010, 17(2), 106-119.
• "The Moderate Effect of Consumer’s Brand Awareness on Attitude Change of Well-Known Brand" (with Jinsong Huang and Ping Zhao), Advances in Consumer Research, 2008,Volume 35.
• Roberts, Mary Lou and Raymond Liu, “Strategy, Technology and Organizational Alignment: Key Components of CRM Success”, Journal of Database Marketing & Customer Strategy Management (with Mary Lou Roberts) , 2005, 12 (4), 315-326.
• “A New Perspective of Customer Perceived Value,” Journal of Customer Behavior (with Ruochen Jiang), 2004, 3, 133-146.
• "Recognizing Cross-Cultural Differences in Consumer Complaint Behavior and Intentions: An Empirical Examination" (with Peter McClure), Journal of Consumer Marketing, 2001, Vol. 18 No. 1, 54-74.
• "Dialectical Thinking in Consumer Decision Making." (with Lynn Kahle, Gregory Rose, and Woo-Sung Kim) Journal of Consumer Psychology, 2000, 9(1), 53-58.

Additional Information

Background

Associate Professor, University of Massachusetts Boston, 1998 - present
Fulbright Visiting Professor, Tsinghua University, Beijing, China, 2000 - 01
Assistant Professor, University of Massachusetts Boston, 1992 - 98

Courses Taught

Econometrics, Structural Equations Modeling with LISREL, Marketing Research, Principles of Marketing, International Marketing, Data Analysis of Marketing Management, Advanced Marketing Research Methods, Marketing Management, Brand Management, Computer-Assisted Marketing Analysis and Planning, Customer Relationship Management.

Research Interests

Business-to-Business and Consumer Complaint Behavior, Cross-Cultural Consumer Behavior, Country Image and Country-of-Origin, Knowledge Management and Learning Organization, Marketing Research Methods, Marketing Strategic Relationships

Professional Activities

Professional services for Academic Associations, Journals and Conferences
Business consulting and market research for business firms
Marketing research and planning for non-profit organizations and communities

Honors

Reviewer for Chang Jiang Scholar Awards, Department of Education, China 2012
Reviewer for China NSF in Business area 2006 - present
MBA China Program Grant, Hanban, China 2011
MBA China Summer Program Grant, China 2010
Distinguished Member Award, OCEAN, 2009 
Who’s Who in America, 2008
CM Research Award 2008
Joan Moon Teaching Award, 2007
Who’s Who Among America’s Teachers, 2007
Won the first place for the competition of China NSF Grant 2006
Who’s Who Among America’s Teachers, 2006
The Eighth Annual Faculty Appreciation Dinner Year 2003
Literati Awards for Excellence 2002 from the Journal of Consumer Marketing