Danni Liang

Dr Danni Liang is a Professor and Principal Academic in the Marketing, Strategy & Innovation department at Bournemouth University's Business School. She is also the Programme Leader for MSc International Management and a Senior Fellow of the Higher Education Academy (SFHEA). Previously, she served as the Level 5 Programme Coordinator for BA (Hons) Business Studies. Her research focuses on consumer behavior, digital marketing, luxury branding, higher education dynamics, and wellbeing. She has published widely in journals like Technology Analysis and Strategic Management and Qualitative Market Research, and serves on the editorial board of International Journal of Business Management and Economic Review.

Dr Liang's educational background includes a PhD from Bournemouth University (2018) exploring Chinese consumers' luxury value perceptions. Her professional recognitions include the 2020 Senior Fellowship from Advance HE and the 2019 Service Excellence Award from Bournemouth University.

Research Interests: Her work spans digital marketing strategies, luxury consumer psychology, wellbeing in education and technology, and sustainable consumption patterns. She actively contributes to global conferences such as the European Marketing Academy and Academy of Marketing, addressing topics like live streaming commerce and cryptocurrency investment behavior.

Grants & Outreach: She leads projects including the British Academy-funded study on community-based charities' wellbeing impact and a Bournemouth University initiative tracing wellbeing in volunteer programs. She is a guest lecturer at multiple UK universities and serves on academic panels for teaching quality and ethics.

Labs & Teams: Engaged with interdisciplinary teams in marketing strategy, digital innovation, and sustainable business practices through her department's research clusters. Collaborates with institutions globally on luxury branding and consumer behavior studies.