刘野逸
西安交通大学教授、博士生导师。获国家级青年人才项目资助、”西安交通大学青年拔尖人才（A类）“资助。研究领域包括消费者行为、数字营销、和国际营销等。
手机：19821197419
微信：19821197419
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驻地：西安
刘野逸
西安交通大学教授、博士生导师。获国家级青年人才项目资助、”西安交通大学青年拔尖人才（A类）“资助。研究领域包括消费者行为、数字营销、和国际营销等。近年来主持和参与多项国内外研究项目，包括国家自然科学基金（NSFC）资助面上项目、英国经济与社会研究理事会（ESRC）资助项目、以及比尔及梅琳达·盖茨基金会（Bill & Melinda Gates Foundation）资助项目等。研究成果发表在国际学术期刊，如Journal of Consumer Psychology, Journal of Service Research, Journal of International Marketing, Annals of Tourism Research, Psychology & Marketing等。
研究领域：
刘野逸的研究领域包括消费者行为、数字营销、和国际营销等
论文代表：
1.Liu, Y., Bhoumik, K., Ulqinaku, A., & Grazzini, L. (2023). Social Exclusion: A Bibliometric Analysis and Future Research Directions in Advertising. Journal of Advertising, 52(5), 756-773.
2.Liu, Y., Heinberg, M., Huang, X., & Eisingerich, A. B. (2023). Building a competitive advantage based on transparency: when and why does transparency matter for corporate social responsibility?. Business Horizons, 66(4), 517-527.
3.Ang, D., Gerrath, M. H., & Liu, Y. (2021). How scarcity and thinking styles boost referral effectiveness. Psychology & Marketing, 38(11), 1928-1941.
4.Heinberg, M., Liu, Y., Huang, X., & Eisingerich, A. B. (2021). A bad job of doing good: Does corporate transparency on a country and company level moderate corporate social responsibility effectiveness?. Journal of International Marketing, 29(2), 45-61.
5.Jiang, H., Tan, H., Liu, Y., Wan, F., & Gursoy, D. (2020). The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research, 83, 102926.
6.Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879.
7.Ang, D., Liu, Y., & Eisingerich, A. B. (2019). Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals. Personality and Individual Differences, 151, 109503.
8.Liu, Y., Zhao, X., & Liu, Y. (2018). Stress and unethical consumer attitudes: The mediating role of construal level and materialism. Personality and Individual Differences, 135, 85-91.
9.Liu, Y., Foscht, T., Eisingerich, A. B., & Tsai, H. T. (2018). Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 71, 147-159.
10.Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964-4969.
11.Liu, Y., Eisingerich, A. B., Auh, S., Merlo, O., & Chun, H. E. H. (2015). Service firm performance transparency: How, when, and why does it pay off?. Journal of Service Research, 18(4), 451-467.
12.Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120-128.
主讲课程：
《Consumer Behaviour 》（硕士留学生项目，英文课程）
《消费者行为》（西安交通大学本科项目，西安交通大学MBA项目，中文课程）
《营销管理》（西安交通大学MEM项目，中文课程）
《Management Research Methods》（博士生项目，英文课程）
《数字营销》（西安交通大学MBA项目，中文课程）
邀请老师演讲、授课请致电：19821197419 阎老师[微信同号]
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