Lien-Ti Bei

Lien-Ti Bei is a Distinguished Professor in the Department of Business Administration at National Chengchi University's College of Commerce in Taipei, Taiwan. She also serves as Chairman of the Center for Public and Business Administration Education. With over 25 years of academic experience, Professor Bei has established herself as a leading scholar in consumer behavior and marketing research in Taiwan and Asia.

Her research interests span Consumer Behavior, Consumer Psychology, Brand Management, and Marketing Research, with recent work focusing on ESG implementation, consumer neuroscience applications in marketing, and sustainable business practices. Professor Bei's work bridges theoretical marketing concepts with practical business applications, particularly in the Asian context.

Her publication record shows consistent productivity with over 50 journal articles in SSCI/TSSCI-indexed journals since 1995, including recent publications in Journal of Engineering and Technology Management, Journal of Product & Brand Management, and Harvard Business Review Chinese Edition. Her research demonstrates an evolution from traditional brand extension and consumer behavior topics toward contemporary issues like ESG, AI-human interaction, and sustainable marketing practices.

• Distinguished Professor at National Chengchi University (multiple years)
• Asia's Top 100 Marketing Scholars (2017)
• Chungni Outstanding Teaching Award
• Multiple Research Awards from Taiwan's National Science and Technology Council
• Management Journal Paper Award

Professor Bei has successfully secured numerous research grants, primarily from Taiwan's National Science and Technology Council, with current projects extending through 2026. Her active role as Principal Investigator on multiple grants demonstrates ongoing research productivity. She serves as Editor for Management Review and has contributed to special issues on sustainable development and consumer behavior trends.