Yan (lucy) Liu
Assistant Professor
Department of Marketing
Texas A and M University
United States of America
Biography
Yan (Lucy) Liu is an Associate Professor in Marketing and Retailing Studies at the Mays Business School. Her research interests are in structural modeling, consumer dynamic choice, brand and product management strategies. Her research has been published in Management Science, Journal of Marketing and Quantitative Marketing and Economics. She has teaching experience in marketing principles, marketing research, and pricing courses at both undergraduate and graduate levels .
Research Interest
Marketing
Publications
-
Yan Liu and Venky Shankar (2015) “The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry,†Management Science 61.10, 2514-2535
-
Yan Liu, Krista Li, Haipeng Chen and Subramanian Balachander(2017), “An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: The Role of Segment Prototypicality and Brand Consistency.†Journal of Marketing 81.1: 83-102.
-
Yan Liu, Venkatesh Shankar and Wonjoo Yun, “Sources and Financial Consequences of Product-harm Crises: Evidence from Automobile Industry.†(Forthcoming, Journal of Marketing)
