Dr Melanie (tao) Xue
LecturerÂ
 Department of Strategy, Marketing and Innovation
Kingston University
United Kingdom
Biography
I joined Kingston Business School as a Lecturer in Marketing in 2015. Prior to the current post, I studied and worked in Durham University Business School where I completed my PhD and Sheffield Hallam University as a Lecturer in Marketing. My research interests cover topics in Consumer Behaviour, Psychological Distance, Cause-related Marketing, Co-Branding/Brand Alliances Strategies, and Social Media Communications.
Research Interest
"Consumer Behaviour Psychological Distance Cause-related Marketing Co-branding/Brand Alliances Social Media Communications"
Publications
-
Xue M, Singh J, Farashah AD. ‘Rising by sin’: consumer evaluation of social cause-brand alliances in stigmatised and non-stigmatised industries.
-
Singh J, Quamina LT, Xue M. '10 million followers and counting': how digital brand alliances between online influencers and brands impact consumer value perceptions.
