معرفی
Dr. Xuemei Bian is a Professor of Marketing at Northumbria University, serving as Head of the Marketing Subject Group and Convener of the Behaviour, Branding, and Digital Insights Research Group. She holds a PhD in Marketing from Eindhoven University of Technology, supported by the Retail Organisation, with a thesis on consumer decision-making regarding counterfeit products. Her research focuses on consumer behavior, branding, and advertising, particularly in counterfeiting and model features' impact on consumer perceptions. She has published in journals like Journal of Business Research and European Journal of Marketing, and her work has been featured in media such as BBC Radio and Huffington Post.
Education:
- PhD in Marketing (Eindhoven University of Technology)
- MSc in Management Research
- Undergraduate Degree in International Business
Research Interests: Two core areas dominate her work: (1) Counterfeit product consumption, including ethical considerations and brand impact, and (2) Advertising effectiveness, particularly how model attributes (e.g., body size, facial expressions) influence consumer well-being and brand evaluation. She explores cross-cultural dynamics and B2B relationships, with recent work on smart tourism and third culture kids.
Media and Impact: Dr. Bian regularly contributes to media discussions on consumer behavior and counterfeiting. She advised the UK Intellectual Property Office and presented at global conferences like the Anti-Counterfeiting Group Annual Conference. Her work informs policy debates on counterfeiting enforcement and brand protection.
Awards:
- Innovation Fellowship (2022)
- Best Paper Award for 'Original versus Counterfeit Patronage' (2019)
Advising & Grants: Supervised multiple PhD projects on counterfeiting, branding, and smart tourism. Her grants include support from the ESRC GCRF Peer Review College. She also holds a visiting professorship at Wuhan University of Technology.
Labs/Teams: Leads the Behaviour, Branding, and Digital Insights Research Group, fostering collaborative research on consumer behavior and digital marketing trends.
