Faculty & Staff

photo of Raymond  Liu

Raymond R Liu , PhD

  • Professor of Marketing
  • Telephone: 617-287-7739
  • Office Location: M-5-222

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


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

Professional Publications & Contributions

Additional Information


Professor, University of Massachusetts Boston, 2013 – present
Associate Professor, University of Massachusetts Boston, 1998 - 2013
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 nonprofit organizations and communities


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