个人简介

Academic QualificationsCertificate in Professionals training summer study program, Clare Hall, University of Cambridge, UKCertificate of Development, Leadership and Globalization program, Universidade de Coimbra, PortugalCertificate in CWCD (HKUST session), Harvard Business School, USAPh.D. (Cum Laude) in Marketing, Peking University, BeijingMBA in Management, National Sun Yat-sen University, KaohsiungBA in Politics , National Taiwan University, TaipeiRelated Working ExperiencesDirector of Centre for Continuing Education, UMAdjunct Professor of The Centre for Macau Studies, UMHead of General Education Implementation, AAO, UMInterim Director of Doctor of Business Administration (DBA) program, FBA, UMActing Associate Department Head of Management and Marketing, FBA, UMCoordinator of General Education Enhancement, CTLE, UMAcademic Staff Advisor, CTLE, UMResearch Fellow, Curtin Business School, Curtin University, Perth, AustraliaAssistant/Associate/Full Professor, UMAssistant Professor & Coach of debate team, Macau University of Science and Technology, MacauProject Manager, Cheung Kong Graduate School of Business, BeijingResearch Assistant, Guanghua School of Management, Peking University, BeijingTeachingGraduate CoursesAdvances in Marketing Studies (MTKG7032: MBA)Strategic Management for Casino Industry (GMAD006: Advanced Diploma in Gaming Management)Business Ethics (XDBM016: Advanced Diploma in Business Management)Undergraduate CoursesBusiness to Business Marketing (MKTG3001)Advanced Marketing Management (MKTG313)Strategic Management (MGMT330)Principles of Marketing (MKTG2000)

研究领域

Consumer behaviorMarketing strategy and analysisBranding and brand endorser strategyHospitality/gaming/casino researchBusiness ethics and corporate/consumer social responsibility

Internal GrantsPI. The eclipsing effect of celebrity endorsers on consumer’s brand recall (MYRG2019-00037-FBA) 2020-2022.Co-PI. Health and communication: Understanding media coverage and content to improve diseases treatment and prevention (MYRG2018-0062-FSS) 2019-2021 (led by Dr. Angela Chang)PI. A study of influence of perceptual fluency processing on celebrity recognition and celebrity endorsement (MYRG2018-00078-FBA) 2018-2020.PI. An empirical study about how social media marketing affect brand attitude and communication effectiveness (MYRG2016-00050-FBA) 2016-2018.PI. Investigating antecedents-brand experience model: Case from catering industry (MYRG2016-00049-FBA) 2016-2018.PI. The impact of brand equity on brand attitude and purchase intention from hotel customers’ mindset perspective (MYRG2016-00048-FBA) 2016-2018.PI. Does CSR initiatives perception enhance customers’ preference and repurchase? A cross culture study (MYRG2014-00095-FBA) 2014-2016.PI. Chinese migrant workers’ adoption of urban consumer habits (MYRG2014-00096-FBA) 2014-2016.PI. The research of relationships among brand loyalty, perceived benefit, attitude, and purchase intention with co-branded products: An empirical study in Greater China area (MYRG011(Y1-L1)-FBA12-LTC) 2012-2013.PI. The consumers internet-based group buying influential factor model: The empirical study in China (MYRG010(Y1-L1)-FBA11-LTC) 2011-2012.PI. The research of perception toward endorsers in sports marketing: An empirical study of Chinese consumers in Greater China (RG008/09-10S/LTC/FBA) 2010.PI. Research of redemption behavior for credit card reward programs (RG008/08-09S/LTC/FBA) 2009.External GrantsCo-PI. Research on the multi-subject cognition, cross-level internalization and influence mechanism of corporate green behavior, funded by Ministry of Education in China (教育部人文社会科学基金一般项目). 2020-2022.Co-PI. Antecedents of residents’ collection intentions for household solid waste and the government regulation interaction model, funded by of Guangdong Provincial Government, China (广东省哲学社会科学规划项目). 2019-2022.Co-PI. Tackling health misinformation on social media by applying data mining techniques, funded by Specialized Subsidy Scheme for Macao Higher Education Institutions in the Area of Research in Humanities and Social Sciences of Higher Education Bureau (澳门高等院校人文社会范畴研究专项资助计划). 2019-2021.Co-PI. A multilevel study on the driving mechanism of green behavior: Based on the Pygmalion Model, funded by Ministry of Education of PRC (教育部中央高校基本科研业务培育项目). 2019-2021.Co-PI. Macao entrepreneurship index research, funded by SMEs service platform and Macao Economic Services (Direcção dos Serviços de Economia). 2019. (consultancy project).Co-PI. The Investigation of talent demand in retailing industry in Macau, funded by Talents Development Committee. 2018-2019 (consultancy project, led by Prof. Davis Fong).Co-PI. An exploratory study about industry-university-research cooperation innovative mechanism: Innovative service & Ningbo intelligent manufacturing: Evolution from ‘bonsai model’ to ‘rain forest model’, funded by National Natural Science Foundation of China (宁波市哲社规划课题，科学基金一般项目). 2018-2019.Co-PI.. Macao entrepreneurship index research, funded by SMEs service platform and Macao Economic Services (Direcção dos Serviços de Economia). 2018. (consultancy project).Co-PI. Macao entrepreneurship index research, funded by SMEs service platform and Macao Economic Services (Direcção dos Serviços de Economia). 2017. (consultancy project).Co-PI. Macao entrepreneurship index research, funded by SMEs service platform and Macao Economic Services (Direcção dos Serviços de Economia). 2016. (consultancy project).Co-PI. Rethinking the development path of Zhejiang modern service industry cluster orientation to global value network, funded by National Natural Science Foundation of China (浙江省哲社规划课题，科学基金一般项目). 2015-2017.Co-PI. Research on the development trend of “Industrial 4.0” and Ningbo city’s countermeasures, funded by National Natural Science Foundation of China (宁波市哲社规划课题，科学基金一般项目). 2015-2016.Co-PI. Assistance scheme of employment development for disabled- Phase II, funded by Social Welfare Bureau (Instituto de Acção Social de Macau). 2014-2016 (consultancy project, led by Prof. Raymond Loi).Co-PI. The influence of non-mandatory central provident fund system on the business sector, funded by Associação Comercial de Macau. 2014-2015 (consultancy project, led by Prof. Rose Lai).PI. Banco Nacional Ultramarino (BNU)’s Call Center service quality investigation, funded by Banco Nacional Ultramarino. 2014 (consultancy project).Co-PI. A Study on improving satisfaction of Zhejiang residents’ leisure tourism in Taiwan, funded by National Natural Science Foundation of China (浙江省台办，科学基金一般项目). 2012-2013.PI. The service quality investigation for general counter service of BNU: Through an initial Mystery Shopper method, funded by Banco Nacional Ultramarino. 2013 (consultancy project).Co-PI. The research of bilateral relationships, economic development, and trade policies after Ma’s second presidency in Taiwan, funded by National Natural Science Foundation of China (浙江省哲社规划课题，科学基金一般项目). 2012-2014.PI. The initiative study to reserve and limit regulations about election campaign promotion: A cross-regional perspective, funded by Office for Personal Data Protection (Gabinete para a Protecção de Dados Pessoais, GPDP), 2012 (consultancy project).Co-PI. An empirical study on the migration of Taiwan’s knowledge-intensive service cluster in the Yangtze River Delta region in post ECFA period, funded by National Natural Science Foundation of China (教育部人文社科基金，科学基金一般项目). 2011-2015.Co-PI. The research of bilateral relationships, economic development, and trade policies after Ma presidency in Taiwan, funded by National Natural Science Foundation of China (浙江省社科规划专项研究). 2008-2010.Co-PI. The research of feasibility evaluation of virtual airport implementation in Macau International Airport, funded by C.A.M., Soc.Do Aeroporto Intervacional De Macau. 2005-2006 (consultancy project, led by Prof. Xue, H).

近期论文

1.Liu, Y, Liu, M. (2020), Big star undercover: The reinforcing effect of disfluent celebrity endorsers’ faces on consumer’s brand memory, Journal of Advertising, 49 (2), 185-194. (ABS 3, SSCI, Q1)2.Tseng, T., Huang, H. H., Liu, M. (in press), Limited edition advertising does not always work for luxury brands: The influence of consumption contexts, Journal of Consumer Behaviour (ABS 2, SSCI)3.Liu, M., Dong, S. Chang, K.P., Tan, F. (in press), Macau gambling industry’s quick V-shape rebound from 2014 to 2019, Asia Pacific Journal of Marketing and Logistics (SSCI)4.Liu, M., Liu, Y., Mo, Z. (in press), Using text mining to track changes in travel destination image: The case of Macau, Asia Pacific Journal of Marketing and Logistics (SSCI)5.Pérez, A., García de los Salmones M. M., Liu, M. (2020), Information specificity, social topic awareness and message authenticity in CSR communication, Journal of Communication Management, 24(1), 31-48. (ABS 1)6.Liu, M., Liu, Y., Mo, Z. (in press), Moral norm Is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intentions, Asia Pacific Journal of Marketing and Logistics,  (SSCI)7.Ou, J. Wong, I.A., Prentice, C., Liu, M. (2020), Customer engagement and its outcomes: The cross-level effect of casino service environment and brand equity, Journal of Hospitality & Tourism Research, 44(2), 377-402. (ABS 2, SSCI, Q1)8.Liu, M., Liu, Y., Mo, Z., Zhao, Z., Zhu, Z. (2020), How CSR influences customer behavioural loyalty in the Chinese hotel industry, Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22. (SSCI)9.Quintal, V., Liu, M., Unsal, F., & Phau, I. (2020), The persuasion process of sponsorship and non-sponsored activation and the dual mediation model, Event Management, 24(2-3), 235-252.10.Liu, Y, Liu, M. (2019), Celebrity poses and consumer attitudes in endorsement advertisements, Asia Pacific Journal of Marketing and Logistics, 31(4), 1027-1041. (SSCI)11.Pérez, A., García de los Salmones M. M., Liu, M. (2019), Maximizing business returns to corporate social responsibility communication: An empirical test, Business Ethics: A European Review, 28(3), 275-289. (ABS 2, SSCI, Q1)12.Luo, J. Q., Wong, I.A., Liu, M., King, B.E.M., Huang, G. (2019), Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters, International Journal of Contemporary Hospitality Management, 31(3), 1309-1329. (ABS 3, SSCI, Q1)13.Liu, M., Liu, Y., Zhang, L. L. (2019), Vlog and Brand Evaluations: The Influence of Parasocial Interaction, Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436. (SSCI)14.Chang, W.Y., Liu, M., (2018), What to say to patrons about buying tickets again? Modelling a modern relationship for traditional performing arts, Journal of Creative Communications, 13(3), 167-184.15.Mo. Z., Liu M., Liu, Y. (2018), Effects of functional green advertising on self and others, Psychology & Marketing, 35(5), 368-382. (ABS 3, SSCI, Q2)16.Wong, I.A., Ji. M.K., Liu, M. (2018), The impact of event supportive service environment and authenticity in the quality-value-satisfaction framework, Journal of Hospitality & Tourism Research, 42(4), 563-586. (ABS 2, SSCI, Q1)17.Tseng, T., Balabanis, G., Liu, M. (2018), Explaining inconsistencies in implicit and explicit attitudes towards domestic and foreign products, International Marketing Review, 35(1), 72-92. (ABS 3, SSCI, Q2)18.Liu, M., Wong, I. A., Tseng, T., Chang, W.Y., Phau, I. (2017), Applying consumer-based brand equity in luxury hotel branding, Journal of Business Research, 81, 192-202. (ABS 3, SSCI, Q1)19.Liu, M., Phau, I., Teah, M.(2017), ‘First in first out’ or ‘Last in first out’: Presentation of information order on evaluation of utilitarian products, Journal of Retailing and Consumer Services, 36, 148-155. (ABS 2, SSCI, Q2)20.Yan, L., Liu, M., Chen, X., Shi, G., (2016), An arousal-based explanation of affect dynamics, European Journal of Marketing, 50(7/8), 1159-1184. (ABS 3, SSCI)21.Liu, M., Yan, L., Phau, I., Pérez, A., Teah, M. (2016), Integrating Chinese cultural philosophies on the effects of employee friendliness, helpfulness and respectfulness on customer satisfaction, European Journal of Marketing, 50(3/4), 464-487. (ABS 3, SSCI)22.Shi, G., Yuan, P., Liu, M., Wang, Y., Bu, H. (2016), Customer relationship investment and relationship strength: Evidence from insurance industry in China, Journal of Services Marketing, 30(2), 201-211. (ABS 2, SSCI, Q2)23.Liu, M., Loi, E. H., Chang, T., Chan, A.(2015), Macau gambling industry: Current challenges and opportunities next decade, Asia Pacific Journal of Marketing and Logistics, 27(3), 499-512. (SSCI)24.Chu, R., Leonhardt, J., Liu, M. (2015), Chinese migrant workers’ adoption of urban consumer habits, Marketing Letters, 26(1), 57-66. (ABS 3, SSCI)25.Zhou, X., Shi, G., Liu, M., Bu, H. (2015), The mediating roles of renqing and ganqing in Chinese relationship marketing, Nankai Business Review International, 6(2), 156-176.26.Chu, R., Liu, M., Shi, G.(2015), How rural-urban identification influences consumption patterns? Evidence from Chinese migrant workers, Asia Pacific Journal of Marketing and Logistics, 27(1), 40-60. (SSCI)27.Liu, M., Wong, I., Chu, R., Tseng, T. (2014), Does perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024-1045. (ABS 3, SSCI, Q1)28.Liu, M., Wong, I.A., Chu, R.,Shi, G., Brock, J., Tseng, T.(2014), Can a socially responsible casino better retain its management staff? From an internal customer perspective, Asia Pacific Journal of Marketing and Logistics, 26(4), 520-539. (SSCI)29.Liu, M., Wong, I.A., Shi, G., Chu, R., Brock, J.(2014), The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer based brand preference, Journal of Services Marketing, 28(3), 181-194. (ABS 2, SSCI, Q2)30.Liu, M., Brock, J., Shi, G., Chu, R., Tseng, T.(2013), Perceived benefits, perceived risk, and trust: Influences on consumers group buying behaviour, Asia Pacific Journal of Marketing and Logistics, 25(2), 225-248. (SSCI)31.Cheng, M., Wong, I.A., Liu, M. (2013), A cross-cultural comparison of world heritage site image: The case of Hue. Tourism Analysis, 18(6), 707-712. (ABS 2)32.Meng, J., Meng, Y., Liu, M. (2012), The impact of consumer animosity on country-of-origin effect: Evidence from the political event of Chinese opposing Japans UN bid, Journal of Euromarketing, 21(4), 219-227.33.Liu, M., Chu, R., Wong, I., Zuniga, M., Meng, Y., Pang, C.(2012), The relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products, Asia Pacific Journal of Marketing and Logistics, 24(4), 561-582. (SSCI)34.Liu, M., Brock, J., Singh, R., Chu, R., Sy-Changco, J.(2012), What drives Indian consumer credit card loyalty? The perspective of involvement in reward programmes, The International Review of Retail, Distribution and Consumer Research, 22(4), 365-383. (ABS 1)35.Wong, I.A., Fong, H., Liu, M. (2012), Understanding perceived casino service difference among players, International Journal of Contemporary Hospitality Management, 24(5), 753-773. (ABS 3, SSCI, Q1)36.Liu, M., Brock, J. (2011) Selecting a female athlete endorser in China: The effect of attractiveness, match-up, and consumer gender difference, European Journal of Marketing, 45(7/8), 1214-1235. (ABS 3, SSCI)37.Shi, G.C., Shi, Y., Chan, A.K.K., Liu, M., Kim S. Fam (2011), The mediating role of renqing between customer relationship investment and relationship commitment in China, Industrial Marketing Management, 40, 496-502. (ABS 3, SSCI, Q1)38.Liu, M., Shi G.C., Wong, I.A., Hefel, A., Chen, C.(2010), How physical attractiveness and match-up work when selecting a female athlete endorser in China, Journal of International Consumer Marketing, 22(2), 169-180.39.Liu, M., Brock, J. (2010), Antecedents of redemption of reward points: Credit card market in China and international comparison, Journal of International Consumer Marketing, 22(1), 33-45.40.Liu, M., Brock, J. (2009), Redemption behavior for credit card reward programs in China, International Journal of Bank Marketing, 27(2), 150-166. (ABS 1, SSCI)41.Liu, M., Huang, L., Chen, A. N. (2008), Chinese consumers adoption intention towards 3G mobile phone, International Journal of Mobile Communications, 6(6),770-786.(EI, SSCI, Q2)42.Liu, M., Huang, Y., Jiang, M. (2007), Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China, Journal of Consumer Marketing, 24(6), 358-365. (ABS1)43.Liu, M., Chen, P. (2007), Business angel investment in China market, Singapore Management Review, 29(2), 89-101.44.Liu, M., Nadkarni, S., Yuen, S.M.(2006), The influence of reference group on purchase decision: An empirical study in China, Euro Asia Journal of Management, 31(16/1), 53-64.Conference Papers and Keynote Presentation (100+)1.Mo, Z., Liu, M. (2020), Cooperator or supporter: How can cross-boundary Macau-Zhuhai metropolis develop tourism in the region? Annual Conference of Macao Studies 2020, December 9-10, 2020, at University of Macau, Macau, China.2.Liu, Y., Liu, M., Perez, A., Mo, Y. (2020), How do knowledge and trust influence fast fashion consumption in an ethical way? An empirical study. The 2020 Global Marketing Conference, November 5-8, 2020, at Lotte Hotel, Seoul, Korea.3.Tseng, T., Liu, M., Mo, Z. (2020), Limited edition advertising does not always work for luxury brands: The influence of consumption contexts. The 2020 Global Marketing Conference, November 5-8, 2020, at Lotte Hotel, Seoul, Korea.4.Liu, Y., Liu, M., Mo, Y., Ng, K. (2020), Travel destination image change analysis with python and content analysis: An example from Macau. The 2020 Global Marketing Conference, November 5-8, 2020, at Lotte Hotel, Seoul, Korea.5.Liu, M., Liu, Y., Mo, Z. (2020), Analysing Macau’s travel destination image change from 2014 to 2018: A foreign tourist-generated content perspective, Marketing Science and Innovation (MSI) 2020 International Conference, July 10-11, 2020, at Hunan University (online due to COVID-19 pandemic), Changsha, China.6.Mo, Z., Liu, M. (2020), I expect you green: A multilevel investigation of the influence of leader expectations on employee green behavior, Marketing Science and Innovation (MSI) 2020 International Conference, July 10-11, 2020, at Hunan University (online due to COVID-19 pandemic), Changsha, China.7.Liu, M. (2019), [keynote presentation] Macau Entrepreneurship Index research report in 2019, The 3rd ‘Macao, Xiamen and Kinmen’ Youth Forum, November 3-6, 2019, at Fliport Software Park Hotel, Xiamen, China.8.Liu, M. (2019), [keynote presentation] How does ‘Programa de Desenvolvimento e Aperfecoamento Continuo (PDAC)’ enhance continuing education development in Macau: Current situation and future suggestions, The 20th Cross Strait Forum on Continuing Education, October 29-31, 2019, at Nanjing University, Jiangsu, China.9.Liu, Y., Liu, M. (2019), Gain more by showing less- attenuating the endorser’s face can enhance brand memory, Mystique of Luxury Brands Conference 2019, September 20-21, 2019, at Keio University, Tokyo, Japan.10.Ng, K., Liu, Y., Liu, M. (2019), Tracking image change of luxury travel destination by using text-mining The case of Macau, Mystique of Luxury Brands Conference 2019, September 20-21, 2019, at Keio University, Tokyo, Japan.11.Liu, M., Zhao, J. (2019), [keynote presentation] Corporation about continue education among higher education institutes in Greater Bay Area: An example from Macau and Jiangmen, The 4th Guangdong-Hong Kong-Macao Greater Bay Area Forum and Economic Development Symposium, September 6-7, 2019, at University of Macau, Macau, China.12.Mo. Z., Liu, M. (2019), Proactive personality and employee workplace green behavior: Applying theory of planned behavior, The 79th Annual Meeting of the Academy of Management, August 9-13, 2019, at Sheraton Hotel, Boston, Massachusetts, USA.13.Tseng, T., Liu, M., Balabanis, G. (2019), Will made-in tags intervene the effects of limited-quantity scarcity messages for luxury brands? AMS World Marketing Congress, July 9-12, 2019, at University of Edinburgh, Edinburgh, Scotland, UK.14.Liu, Y., Liu, M., Pérez, A. (2019), Big star undercover: The eclipsing effect of celebrity endorsers’ faces on consumer’s brand recall, European Marketing Academy Annual Conference, May 28-31, 2019, at University of Hamburg, Hamburg, Germany.15.Pérez, A.  García de los Salmones, M.M., Liu, M. (2019), Attributions of message authenticity in CSR communication, European Marketing Academy Annual Conference, May 28-31, 2019, at University of Hamburg, Hamburg, Germany.16.Pérez, A., García de los Salmones, Baraibar-Díez, E., M. Liu, M., Lopez, C. (2019), Maximizing business returns to Corporate Social Responsibility (CSR) communication: Du’s et al. (2010) model put to the test, 2019 Corporate and Marketing Communications Conference. April 29-30, 2019 at Ariel University, Ariel, Israel.17.Chang, A., Hu, J. Y., Liu, Y. Ch., Liu, M. (2019), Data mining approach to Chinese food analysis for diet-related cardiometabolic diseases (Best Paper Award), The 35th IEEE International Conference on Data Engineering (Scopus®), April 8-12, 2019, at Parisian Macao, Macau, China.18.Liu, Y., Liu, M., Chen, X. (2019), Mass does it: The role of perceived weight in cuing product evaluation, Journal of Marketing- Research Development Workshop. April 3-4, 2019 at The Hong Kong Polytechnic University, Hong Kong, China.19.Liu, M. (2018), Applying case teaching method in continuing education relates to business management (Best Paper Award), The 19th Cross Strait Forum on Continuing Education, October 24-25, 2018, at Nankai University, Tianjin, China.20.Liu, M. (2018), [Invited presentation] Higher education development in Macau and latest development of University of Macau, October 18, 2018, at Zhejiang Business Technology Institute, Ningbo, China.21.Liu, M. (2018), [keynote presentation] Interdisciplinary development and trend for General Education, 2018 International Conference and  the 36th Annual Workshop of Chinese Association for General Education, October 3-5, 2018, at National Chengchi University, Taipei, Taiwan, China.22.Liu, M., Liu, D. (2018), Factors influencing Chinese consumers’ green purchase behavior: An examination and extension of the theory of planned behavior (TPB), The 2018 Global Marketing Conference, July 26-29, 2018, at Hotel New Otani Tokyo, Tokyo, Japan.23.Liu, M., Lam, I. K., Liu, Y., Tseng, T. (2018), How video bloggers (Vlogger) affect parasocial interaction and brand, The 2018 Global Marketing Conference, July 26-29, 2018, at Hotel New Otani Tokyo, Tokyo, Japan.24.Liu, Y., Liu, M. (2018), Does perceptual fluency of celebrity recognition influence celebrity endorsement advertising? The 2018 Global Marketing Conference, July 26-29, 2018, at Hotel New Otani Tokyo, Tokyo, Japan.25.Ou, J., Wong, I. A., Liu, M. (2018), Customer engagement and its outcomes: The roles of service environment and brand equity, The 2018 Global Marketing Conference, July 26-29, 2018, at Hotel New Otani Tokyo, Tokyo, Japan.26.Tseng, T., Balabanis, G., Liu, M., Huang, H. Y. (2018), Limited-quantity scarcity messages for luxury brands: Consider customer in cognitive and emotional consumption, AMS World Marketing Congress, June 27-29, 2018, at The Universidade Lusíada-Norte, Porto, Portugal.27.Wong. K. K. Liu, M., Li, Z., Benson, S. (2018), [Panel workshop] Evolution of a multi-cultural research university in Greater China, The International Consortium for Educational Development, June 5-8, 2018 at Crowne Plaza Ravinia at Perimeter, Atlanta, Georgia, USA.28.Liu, M. (2018), [keynote presentation] General Education Courses Design: Through an interdisciplinary approach, Annual Conference of Chinese Association for Suzhi Education, March 29-31, 2018, at University of Electronic Science and Technology of China, Chengdu, China.29.Liu, Y., Liu, M. (2017), Holistic perception of celebrity endorsers and the role of unique outline, INFORMS 39th Annual ISMS Marketing Science Conference, June 7-10, 2017 at University of Southern California, Los Angeles, USA.30.Tseng, T., Balabanis, G., Liu, M. (2017), Can product typicality enhance consumers’ attitudes toward goods from economically hostile countries, AMS-World Marketing Congress of AMS Biannual Conference, June 27-July 1, 2017, at Canterbury University, Christchurch, New Zealand.31.Tseng. T., Liu, M.(2017), Limited edition products for luxury brands: Consider customers in hedonic and utilitarian consumption, Mystique of Luxury Brands Conference 2017, May 11-12, 2017, at Royal Hotel Seoul, Seoul, South Korea.32.Lei, K., Liu, M. (2017), Why do Chinese consumers buy high end but low key goods: A study in Macau, Mystique of Luxury Brands Conference 2017, May 11-12, 2017, at Royal Hotel Seoul, Seoul, South Korea.33.Liu, M. (2017), [keynote presentation] General education: Framework, implementation, and issues, Annual Conference of Chinese Association for Suzhi Education, March 9-11, 2017, at Nanjing Agricultural University, Nanjing, China.34.Liu, M. (2016), [keynote presentation] Intellectual property protection helps to entrepreneurship and marketing, Mainland and Hong Kong SAR, Macao SAR Intellectual Property Symposium 2016 (keynote speaker), October 26, 2016, at Tourism Activities Center, Macau.35.Liu, M. (2016), [keynote presentation] Intellectual property protection in Hong Kong and Macau under “one belt one road” scheme, The conference of integration of Macau and Pearl River Delta under one belt one road scheme, August 26, 2016, at Macau Science Center, Macau, China.36.Tcheong, P., Liu, M., Loi, H. (2016), Challenges and opportunities in the Macau casino gaming industry, International Conference on Gambling & Risk Taking, June 6-10, 2016, at The Mirage Hotel and Casino, Las Vegas, USA.37.Liu, M., Tseng, T., Perez, A., Chang, W.Y.(2016), The impact of customer-based brand equity on purchase intention: The mediating role of brand attitude in hotel industry, European Marketing Academy Annual Conference, May 24-27, 2016, at BI Norwegian Business School, Oslo, Norway.38.Tseng, T., Liu, M.(2016), Examining consumers’ dual-attitudes toward products from a hostile country: May ethnic product typically make a difference, European Marketing Academy Annual Conference, May 24-27, 2016, at BI Norwegian Business School, Oslo, Norway.39.Liu, M., Chang. C. (2016), Major challenges of intellectual property protection: Hong Kong, Macau and Taiwan, The 11th cross-strait academic conference on public administration- Modernization of public governance: Sustainability and development, May 15-16, 2016, at University of Macau, Macau, China.40.Teah, M, Liu, M. (2016), The counterfeited shopaholic: the case of US travelers, The Mystique of Luxury Brands- Shanghai Conference 2016, May 12-13, 2016, at The Majesty Plaza, Shanghai, China.41.Liu, M., Wong, A., Tseng, T., Chang, W.Y.(2016), Applying CBBE in luxury hotel branding: An empirical study, The Mystique of Luxury Brands- Shanghai Conference 2016, May 12-13, 2016, at The Majesty Plaza, Shanghai, China.42.Liu, M. (2016), [Invited presentation], Differentiation strategy in global competition: An example from Macau, April 22, 2016, at Xiamen University, Xiamen, China43.Chang, W. Y., Liu, M. (2016), E-Health literacy: A critical role for online media communication in China, 2016 KABS Annual Spring Conference, April 22-23, 2016, at Chonbuk National University, Jeonju, Korea.44.Yan, L., Liu, M., (2015), Match or not? The beauty of static and dynamic effects of emotional cues from different sources on Ad evaluation: An arousal-based approach, American Marketing Association Summer Marketing Educators Conference, August 14-16, 2015, at Sheraton Chicago Hotel & Towers, Chicago, USA.45.Chang, W. Y., Liu, M., Schulz, P. (2015), Systematic review of obesogenic environmental determinants of diet and the implications of obesity prevention and intervention efforts, IARIA The Fourth International Conference on Global Health Challenges, July 19-24, 2015, at Hotel Novotel, Nice, France.46.Liu, M., Shi, G., Tseng, T. (2015), Do customers prefer casinos with CSR? AMS-World Marketing Congress of AMS Biannual Conference, July 14-18, 2015, at Palace Hotel, Bari, Italy.47.Tseng, T., Balabanis, G., Liu, M. (2015), The inconsistency of ethnocentric bias in the dual-attitude model, AMS-World Marketing Congress of AMS Biannual Conference, July 14-18, 2015, at Palace Hotel, Bari, Italy.48.Liu, M., Yan, L., Brock, J. (2015), Interactive effects of service attributes on customer satisfaction, AMS-World Marketing Congress of AMS Biannual Conference, July 14-18, 2015, at Palace Hotel, Bari, Italy.49.Liu, M., Chang, C. L. (2015), The major challenges for intellectual property protection of Hong Kong, Macau, and Taiwan, The 11th Cross-Strait Conference on Public Administration, May 15-16, 2015, at University of Macau, Macau, China.50.Liu, M. (2014), [Invited presentation] Migrant workers’ adoption of urban consumer habits, December 17, 2014, at Curtin University, Perth, Australia.51.Shi, G., Cao, T., Liu, M., Bu, H.(2014), Responsible gambling and customer commitment, The 5th World Business Ethics Forum, December 9-11, 2014, at University of Macau, Macau SAR, China.52.Bu, H., Shi, G., Liu, M. (2014), A study on consumer repulsion: Evidence from China, American Marketing Association Summer Marketing Educators Conference, August 1-3, 2014, at Marriott Marquis, San Francisco, USA.53.Liu, M., Chu, E.(2014), Social exclusion and consumption pattern: An experimental study, The International Conference on Business and Information, July 3-5, 2014, at Osaka International House Foundation, Osaka, Japan.54.Tseng, T., Balabanis, G., Liu, M.(2014), The inconsistency of explicit and implicit manifestations of ethnocentric bias, Academy of International Business 2014 Annual Meeting, June 23-26, 2014, at Simon Fraser University, Vancouver, Canada.55.Yan, L., Liu, M. (2014), The effect of employee attributes on customer satisfaction, Academy of International Business 2014 Annual Meeting, June 23-26, 2014, at Simon Fraser University, Vancouver, Canada.56.Liu, M., Wong, I.A., Chu, R. Tseng, T.(2014), Does CSR enhance premium customer preference and loyalty? An empirical study, European Marketing Academy Annual Conference, June 3-6, 2014, at The University of Valencia, Valencia, Spain.57.Tseng, T., Balabanis, G., Liu, M.(2013), Ambivalence in ethnocentric bias, AMS-World Marketing Congress of AMS Biannual Conference, July 17-20, 2013, at Monash University, Melbourne, Australia.58.Liu, M., Chu, R. Tseng, T.(2013), Leveraging affective loyalty and perceived benefits to enhance co-branded products purchase, European Marketing Academy Annual Conference, June 4-7, 2013, at Istanbul Technical University, Istanbul, Turkey.59.Loi, H., Liu, M., Chu, R. (2013), Does a socially responsible casino can better retain its employees? An empirical study in Macau, International Conference on Gambling & Risk Taking, May 27-31, 2013, at Caesars Palace, Las Vegas, USA.60.Shi, G.C., Yuan, P., Wang,Y.G., Liu, M.(2012), Investments in customer relationships and relationship strength: Evidence from insurance industry in China, American Marketing Association(AMA) Summer Marketing Educators Conference, August 17-19, 2012, at Downtown Marriott Chicago, Chicago, USA.61.Chu, R., Liu, M. (2012), What enhance new product usage at the bottom of pyramid? An empirical test from Chinese migrant workers, The 4th Subsistence Marketplaces Conference, July 27-29, 2012, at the Loyola University Chicago Water Tower Campus, Chicago, USA.62.Liu, M., Wong. I.A., Shi, G.C., Zuniga, M., Chu, R. (2012), How corporate social responsibility (CSR) performance and brand quality impact brand performance evaluation: An empirical study, European Marketing Academy Annual Conference, May 22-25, 2012, at ISCTE Business School, Lisbon, Portugal.63.Liu, M., Shi, G.C., Brock, J., Chu, R.(2011), Chinese consumers group buying behavior analysis, AMS-World Marketing Congress of AMS Biannual Conference (session Chair), July 19-23, 2011, at Reims Management School, Champagne, France.64.Liu, M., Brock, J., Shi, G.C.(2011), The consumers online group buying influential factor model, Academy of Marketing Science Annual Conference, May 23-27, 2011, at Biltmore Hotel, Coral Gables, Florida, USA.65.Liu, M., Brock, J., Singh, R., Sy-Changco, J. (2011), How customer involvement influences credit card loyalty reward programs, Eastern Academy of Management 48th Annual Meeting, May 11-14, 2011, at Omni Parker House/Suffolk University, Boston, Massachusetts, USA.66.Liu, M., Yuen, S. M. (2010), The Relationship between customers loyalty and value: An empirical study of Chinese banking industry, The 2010 Global Marketing Conference (session Chair), September 9-12, 2010, at Hotel Okura, Tokyo, Japan.67.Liu, M., Brock, J., Singh, R., Sy-Changco, J. (2010), The empirical study of Indian consumers involvement and redemption behavior of credit card reward programs, The 2010 Global Marketing Conference (session Chair), September 9-12, 2010, at Hotel Okura, Tokyo, Japan.68.Zhu, Z., Liu, M. (2010), Using balance scorecard (BSC) to evaluate performance of Chinese small and middle enterprises (SME): Match or not? The International Conference on Internet Technology and Applications (IEEE, EI, ISTP indexed), August 21-23, 2010, Wuhan, China.69.Yuen, S. M., Liu, M., Tong, H. Y. (2010), Discussion and overview: Post-graduate and master degree programmes in logistics and supply chain management, The 4th International Conference of Operations and Supply Chain Management 2010, July 25-27, 2010, at Chinese University of Hong Kong, Hong Kong SAR, China.70.Shi, G.C., Kim S. Fam, Liu, M. (2010), Customer relationship investment, renqing and relationship commitment, Academy of Marketing Annual Conference, July 6-8, 2010, at Coventry University Business School, Coventry, UK.71.Wong, I.A., Rosenbaum, M., Liu, M. (2010), Examine value equity in event service: The moderating role of event experience, Academy of Marketing Science Annual Conference, May 26-29, 2010, at Marriott Downtown Waterfront Hotel, Portland, Oregon, USA.72.Zhu, Z., Liu, M. (2010),The influential factors of SMS usage among youth: An exploratory study to Western exchanging students in Asia, International Conference on Networking and Digital Society(IEEE, ISTP, EI indexed), May 30-31, 2010. Wenzhou, China.73.Zhu, Z., Liu, M., Yuen, S.M. (2010), The research of how e-business improves Hong Kong freight industry operations, International Conference on Networking and Digital Society(IEEE, ISTP, EI indexed), May 30-31, 2010. Wenzhou, China.74.Zhu, Z., Liu, M., Loi, H., Zhang, H.(2010), E-business online payment and credit card industry development in China, International Conference on Networking and Digital Society(IEEE, ISTP, EI indexed), May 30-31, 2010. Wenzhou, China.75.Chen, C., Liu, M. (2010), A study on the structure and mechanism of organizational interpersonal harmony in Chinese context, Eastern Academy of Management 47th Annual Meeting, May 12-15, 2010, at Jewett, The Eastland Park, Portland, Maine, USA.76.Liu, M., Shi, G.C.(2009), Putting web gambling consumer marketing in its place: A Macau example, Academy of Marketing Annual Conference, July 7-9, 2009, at Leeds Metropolitan University, Leeds, UK.77.Liu, M., Hefel, A., Wong, I., Chen, C. (2009), How to select a female athlete endorser in China, European Marketing Academy Annual Conference, May 26-29, 2009, at Audencia Nantes School of Management, Nantes, France.78.Liu, M., Zhu, Z.,Huang, H. Zhang. H.(2009). Web gambling with the 4Cs marketing framework: Macau perspective, International Conference on Networking and Digital Society (IEEE, ISTP, EI indexed), May 30-31, 2009. Guiyang, China.79.Liu, M., Zhu, Z.,Pang, C.(2009),3G mobile phone usage in China: Viewpoint from innovation diffusion theory and technology acceptance model, International Conference on Networking and Digital Society (IEEE, ISTP, EI indexed), May 30-31, 2009. Guiyang, China.80.Liu, M. (2009), A research of satisfaction survey of travel and leisure quality in Taiwan: inspiration to Mainland and Macau, The 3rd Pan-Pearl River Delta Quality Forum, March 24-26, 2009, at Macao Polytechnic Institute, Macau, China.81.Loi, H., Liu, M. (2009), Improving gaming service quality by developing regulation system: The implications of international casino regulations for Macao, The 3rd Pan-Pearl River Delta Quality Forum, March 24-26, 2009, at Macao Polytechnic Institute, Macau, China.82.Liu, M., Brock, J., Chang, Y. (2008). Does redemption reward program of credit card work in China: An empirical study, Asia Academy of Management, December 14-16, 2008, at Caesar Park Hotel, Taipei, Taiwan, China.83.Loi H., Liu, M. (2008), The impact factors of Macau residents perception toward gaming industry, The 2008 International Conference on Business and Information, July 7-9, 2008, at JW Marriott Hotel, Seoul, South Korea.84.Liu, M. (2008), Hi-tech mobile phone adoption intentions: An empirical study in China (Best Paper Award), The 2008 International Conference on Business and Information, July 7-9, 2008, at JW Marriott Hotel, Seoul, South Korea.85.Liu, M. (2008), [keynote presentation] Analysis of gaming industry in Macau: The development and the social impact and employment intention: A survey of Macau residents’ perception, International Casino Development Symposium, January 5-6, 2008, at National Kaohsiung Hospitality College, Kaohsiung, Taiwan, China.86.Liu, M. (2008), [Invited presentation] Reveal casino secrets: The global gaming industry symposium, January 4, 2008, at National Sun Yat-sen University, Kaohsiung, Taiwan, China.87.Liu, M., Pang, C. (2007), A research note on the practical 10 Ps for internet marketing, The 13th Cross-strait MIS Conference (ISTP indexed), August 18-20, 2007, Beijing, China.88.Loi H., Liu, M. (2007), The reception of gaming industry impact: Macau youth perspectives (Best Paper Award), The 3rd Chinese Youth Development Symposium (in Chinese), November 23-25, 2007, at Sun-Yat-sen University, Guangzhou, China.89.Liu, M., Loi H. (2007), Strategic analysis of gaming and tourism industry in Macau, Academic Conference of Tourism 2007, May 18, 2007, at Aletheia University Taipei, Taiwan, China.90.Liu, M., Chu, R. (2006), The development strategy of  ‘Good morning’ soybean milk machine, Cross-strait Management Case Conference, December 23-24, 2006, at National Cheng Kung University, Tainan, Taiwan, China.91.Liu, M., Chu, R. (2006), Study of SMEs performance evaluation in mainland China: Base on balance scorecard, International Conference on Innovation & Management, December 8, 2006, at Shih Chien University, Taipei, Taiwan, China.92.Loi H., Liu, M. (2006), Analysis on mainland visitor’s consumption on gaming sector in Macau , 1st Academic Conference of Social Science of Macau, December 7-8, 2006, at Fundação Macau, Macau, China93.Loi H., Liu, M. (2006), Suggestion for Macao gaming industry’s continued development, 1st Academic Conference of Social Science of Macau, December 7-8, 2006, at Fundação Macau, Macau, China94.Chen, Z., Liu, M. (2006), Computer mediated communication, social network and service industry, IEEE International Conference of Service Systems and Service Management (ISTP, IEEE indexed), October 25-27, 2006, at University de technologie de Troyes, Troyes, France.95.Huang, Y, Liu, M., Shi, G. (2006), The Influences of demographic variables on consumer buying behaviors,  Annual Conference of Journal of Marketing Science, October 20-22, 2006, at Wuhan University, Wuhan, China.96.Liu, M., Nadkarni, S., Huang, Y. (2006), New 4Cs of the internet marketing: A non-typical perspective, The 12th Cross-strait MIS Conference (ISTP indexed), August 18-20, 2006, Hong Kong, China.97.Yu, J. Liu, M. Huang, Y. (2006), Analysis of segment variables of mutual fund individual investors,  Financial and Business Conference of China, Taiwan, and Eastern Asia Region, June 6, 2006, at Soochow University, Taipei, Taiwan, China.98.Liu, M., Lai, W., Yu, Z. (2006), The study of angel and venture capital investment in Chinese market,  ,  Financial and Business Conference of China, Taiwan, and Eastern Asia Region, June 6, 2006, at Soochow University, Taipei, Taiwan, China.99.Liu, M. (2006), Why does endorsers’ attractiveness influen