Miao Hu

Miao Hu is a Professor of Marketing and Faculty Director of the Master of Science in Marketing Management (MSMM) Program at the Shidler College of Business, University of Hawaii at Manoa, where she has served as a Shidler College Faculty Fellow since 2018.

Her academic credentials include:

• Ph.D. in Marketing from Kellogg School of Management, Northwestern University
• M.S. in Marketing from Kellogg School of Management, Northwestern University
• B.S. in Marketing from Guanghua School of Management, Peking University

Professor Hu's research centers on branding, prosocial and sustainable marketing, and international marketing/business. She investigates how power states influence consumer behavior in entrepreneurial contexts, the effectiveness of glocalization strategies in enhancing brand globalness, and the psychological mechanisms behind green hotel evaluations. Her work bridges consumer psychology with practical applications in sustainability and cross-cultural branding, particularly examining how social presence, relationship norms, and construal levels shape brand perceptions and consumer responses.

Analysis of her publications reveals consistent interdisciplinary trends spanning consumer behavior, sustainability, and international business. Her work frequently explores the intersection of psychological constructs (power dynamics, social presence, construal levels) with marketing phenomena, yielding insights applicable to hospitality, digital marketing, and entrepreneurship. Recent publications emphasize authenticity in social media, green marketing effectiveness, and underdog branding strategies.

Her scientific recognition includes:

• Shidler College Faculty Fellow (2018-present)
• Shirley M. Lee Research Award (2017-2018)
• Dennis Ching Teaching Award (2016-2017)
• Professor of the Semester Award (Fall 2016)
• AMA National Top 25 Chapters Award (2016, 2017)

As Faculty Director of the MSMM program, Professor Hu oversees curriculum development and program strategy while teaching MKT 381 (Multinational Marketing), MKT 653 (International Marketing Management), and MKT 704 (Seminar in Selected Marketing Topics). She has advised the American Marketing Association student chapter to national recognition and serves as primary investigator on research examining sustainable consumer behavior and cross-cultural branding phenomena, with findings published in premier outlets including Journal of Business Research and Journal of International Marketing.