Faculty & Staff

Raymond R Liu , PhD

Professor of Marketing, Department Chair, Marketing Department


photo of Raymond  Liu

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

Consumer Online and Social Media Behavior, 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 - present
  • 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