Assistant Professor
Marketing
Contact
(860) 832-0136
liu@ccsu.edu
Office
R.C. Vance Academic Center
465
Or by appointment
Biography

Dr. Ran Liu is an Assistant Professor of Marketing at Central Connecticut State University. He earned his Ph.D. in Marketing, with a minor in International Business, from Old Dominion University. His research interests focus on corporate marketing strategies and their interaction with international business in diverse cultural and geopolitical environments. Dr. Liu's recent work explores how companies can adapt their marketing strategies across different cultures to enhance consumer well-being and promote global humanitarian efforts.  Some of his recent publications appeared in the International Journal of Market Research (IJMR), Journal of Business Research (JBR), Journal of Marketing Theory and Practice (JMTP), International Journal of Electronic Customer Relationship Management (ECRM), and Journal of Eastern Europe and Central Asia Research (JEECAR). Dr. Liu also serves as the Associate Editor (Asia) for JEECAR and as an ad-hoc reviewer for several academic journals, such as the Journal of Marketing Theory and Practice (JMTP), Journal of Retailing and Consumer Services, International Journal of Emerging Markets (IJoEM), Asia Pacific Journal of Marketing and Logistics, and IGI Global Publisher of Timely Knowledge.

Dr. Liu teaches MBA and undergraduate required courses in Marketing. He serves as a Faculty Senator for Central and as a member of the Assessment of Learning (AOL) and Strategic Planning Committees for the School of Business.

Publications, Research & Presentations

Selective Publications

Journal Publications

  • Liu, R. (2024). A Metaphysical Investigation into the Role of Marketing in Mitigating International Conflicts. Journal of Macromarketing, 02761467241289127.
  • Zhou, W., Hyman, M. R., Liu, R., & Wang, D. (2024). E-guanxi: Theoretical underpinnings and scale development. International Journal of Market Research, 14707853241284764.
  • Liu, R., Ford, J. B., Zhang, W., & Bonnici, J. (2023). Reappraising the roles of review valence and conflict in online relationships. Journal of Business Research, 167, 114187.
  • Megits, N. M., Wittine, Z., Liu, R., & Schuster, J. Z. (2023). A mixed methods approach in analyzing the perspective of Croatia’s economic relations with the US, Russia, and China. Journal of Eastern European and Central Asian Research (JEECAR), 10(3), 360-375.
  • Adibowo, R., Rahadi, R., & Liu, R. (2023). The Implementation of community-based Android application to accommodate public aspiration in economic activities in Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 10(1), 20-30.
  • Narimawati, U., Mauluddin, S., Munandar, D., & Liu, R. (2023). Identity branding using knowledge management through the provision of scientific forums. Journal of Eastern European and Central Asian Research (JEECAR), 10(1), 145-151.
  • Raajpoot, N., & Liu, R. (2022). Reducing the Negative Effects of Uncontrollable Factors When Designing New Courses. Atlantic Marketing Journal, 11(2), 10.
  • Vukatana, K., Mulla, G., Liu, R., & Mitre, X. (2022). Analyzing user opinions on content and social media apps to online marketing: Evidence from Albania. Journal of Eastern European and Central Asian Research (JEECAR), 9(6), 1072-1082.
  • Liu, R., Ford, J., Raajpoot N. (2022). Theoretical Investigation of the Antecedent Role of Review Valence in Building Electronic Customer Relationships, International Journal of Electronic Customer Relationship Management 13(3), 187-202. DOI: 10.1504/IJECRM.2022.10044756
  • Saragih, R., Liu, R., Putri, C. A., Fakhri, M., & Pradana, M. (2022). The role of loyalty and satisfaction in forming word-of-mouth influence in a B2B environment: Evidence from the knitting industry of Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(3), 543-553.
  • Bonnici, J., Azzopardi, R. M., Liu, R., Azzopardi, J., Bonnici, M. (2022). How the U.S. Coast Guard Academy’s Business Program Got AACSB Accredited Without a Department of Marketing. Manager, 58(147). 239-249. https://tbjam.org/vol58-issue-147/
  • Liu, R. (2021). The Animosity Toward Asian American and the Role of Academia-Editorial. Journal of Eastern European and Central Asian Research (JEECAR), 8(2).
  • Liu, R., An, E., & Zhou, W. (2021). The Effect of Online Search Volume on Financial Performance: Marketing Insight from Google Trends Data of the Top Five US Technology Firms. Journal of Marketing Theory and Practice, 29(4), 423-434. https://doi.org/10.1080/10696679.2020.1867478
  • Winarno, A., Prasetio, A. P., Dudija, N., Nadya Pratami, C., Liu, R. (2021). The impact of perceived organizational support on knowledge sharing: A meditation analysis through an SEM approach. Journal of Eastern European and Central Asian Research 8(4). DOI: https://doi.org/10.15549/jeecar.v8i4.723
  • Liu, R. (2017). A Reappraisal on Marketing Definition and Marketing Theory. Journal of Eastern European and Central Asian Research (JEECAR), 4(2), 7.

Conference Proceedings/Presentations

  • Liu, R. (2024). Reimagining the Role of Marketers in Advancing Humanity via International Marketing, American Marketing Association 2024 Annual Conference, Boston, MA.
  • Liu, R., Zhou, W.K. (2024). Marketing for Global Peace: Metaphysical Approaches to Conflict Resolution, presented at the Society for Marketing Advances 2024 Annual Conference, Tampa, FL.
  • Liu, R., Raajpoot, N. (2023). Investigate the factors that moderate review valence in establishing online relationships, presented at the Society for Marketing Advances 2023 Annual Conference, Fort Worth, TX.
  • Liu, R., Bonnichi, J., Gao, G. (2022) Rebuilding Trust in Service for the Post-Pandemic Era, presented at Society for Marketing Advances 2022 Annual Conference, Charlotte, NC.
  • Liu, R., Raajpoot, N. (2022). The Role of Marketing Systems in Mitigating the Damage of International Conflicts, presented at Society for Marketing Advances 2022 Annual Conference, Charlotte, NC.
  • Zhang, R.Q., Jun, M., Lee, C., Liu, R. (2022). Using a Modified M-S-QUAL to Assess User Satisfaction in Mobile Commerce, presented at 53rd Annual Conference of the Decision Sciences Institute, Houston, TX.
  • Liu, R., Gao, G., Zhang, R.Q., (2021). Summary Brief: An Examination of the Impact of Pandemic on Consumer Behavior, presented at Society for Marketing Advances 2021 Annual Conference, Orlando, FL.
  • Liu, R. (2020). “How the Pandemic distorted Consumer's Perceptions” presented at 2020 International Business Conference of Journal of Eastern European and Central Asian Research, Virtual Conference, December 16-17,2020
  • Liu, R. (2020). “The role of UGC in building Online Relationship” presented at the 6th Academy of Marketing Science (AMS) Annual Doctoral Consortium, Virtual, December 18, 2020
  • Liu, R. (2019). Positive WOM Valence Does Not Always Result in Favorite Outcomes: The Role of Perceived Conflict presented at American Marketing Association 2019 Annual Conference, Chicago, IL.
  • Liu, R. (2019). Using the Online Search Volume to Predict Performance: An Abstract presented at Academy of Marketing Science 2019 Annual Conference, Vancouver, Canada.
  • Liu, R. (2019). Reappraising Effects of Word-of-Mouth Communication on the Innovation Diffusion Process: An Abstract presented at Academy of Marketing Science 2019 Annual Conference, Vancouver, Canada.
  • Liu R. (2018). Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract. In: Krey N., Rossi P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
  • Liu, R. (2018). An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status presented at Academy of Marketing Science 2018 Annual Conference, New Orleans, LA.
  • Liu, R. (2018). Optimal Advertising Strategies for Multi-national Enterprises Facing a Product-Harm Crisis, presented at Academy of Marketing Science 2018 Annual Conference, New Orleans, LA.
  • Liu, R. (2018). Does Valence Matter? The Effects of Online Product Reviews on Luxury and Commodity Products presented at American Marketing Association 2018 Annual Conference, Boston, MA.

Book Chapters

  • Gao, G. & Liu, R. (2023). Trust Management Mechanism in Blockchain Data Science. In J. Wang (Ed.), Encyclopedia of Data Science and Machine Learning (pp. 1762-1778). IGI Global. https://doi.org/10.4018/978-1-7998-9220-5.ch106