Xiaoxu Wu

Xiaoxu Wu serves as an Assistant Professor in the Department of Marketing at Colorado State University, where she focuses on cutting-edge research at the intersection of societal trends and consumer behavior. Her work bridges theoretical marketing frameworks with real-world business applications, particularly examining how external crises and ideological factors reshape customer dynamics.

Education

• Ph.D. in Marketing, Michigan State University

Dr. Wu's research program centers on two transformative domains: the strategic impact of purpose-driven marketing initiatives on long-term customer-company relationships, and the nuanced effects of customer political ideology on purchasing decisions and feedback mechanisms. Her investigations reveal how brands navigating polarized markets can leverage authenticity while mitigating ideological friction, with findings directly informing corporate strategies for relationship sustainability during volatile periods like economic recessions. This work positions her at the forefront of contemporary marketing scholarship addressing societal fragmentation.

Her publication portfolio, highlighted by a 2024 Journal of the Academy of Marketing Science article, demonstrates consistent focus on relationship resilience during systemic shocks and ideology-driven consumer segmentation. These studies collectively advance understanding of how macro-level societal forces permeate micro-level customer interactions, offering actionable frameworks for marketers operating in complex ideological landscapes.

Scientific Awards

• 2024 AMS Mary Kay Doctoral Dissertation Proposal Award for groundbreaking research on customer political ideology and feedback behavior

As an emerging scholar, Dr. Wu actively shapes marketing discourse through her empirically rigorous examinations of purpose-driven branding and political consumerism. Her ongoing projects explore the sustainability of ethical marketing commitments during crises and the longitudinal effects of ideological alignment on customer lifetime value, with implications spanning corporate social responsibility initiatives and political risk management in global markets.