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Page 1: ADDRESS EDUCATION - Mays Business Schoolmays.tamu.edu/wp-content/uploads/2015/03/Vita_10_2014_Liu.pdf · ... “The Dynamic Impact of Product-Harm Crises on Brand ... Crises on Brand

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Yan (Lucy) Liu

Oct 2014

ADDRESS

Texas A&M University-MKTG Email: [email protected]

220U Wehner Bldg. Phone: (979) 845-2547

4112 TAMU

College Station, TX 77843-4112

EDUCATION

Ph.D. Management, Purdue University, West Lafayette, IN 2005 – 2010

M. S. Food and Resource Economics, University of Florida,

Gainesville, FL

2002 – 2004

B. S. Finance, Central University of Finance and Economics, Beijing,

China

1995 – 1999

ACADEMIC POSITIONS

Assistant Professor of Marketing, Texas A&M University, August 2010 – present

Graduate Assistant and Instructor, Purdue University, August 2005 – May 2010

PUBLICATIONS

Balachander, Subramanian, Yan Liu & Axel Stock (2009). “An Empirical Analysis of Scarcity Strategies

in the Automobile Industry”. Management Science, 55 (10), 1623-1637 .

Liu, Yan and S. Balachander (2014). “How long has it been since the Last Deal? Consumer Promotion

Timing Expectations and Promotional Response,” Quantitative Marketing and Economics, 12 (1),

85-126.

Liu, Yan and Venky Shankar (2014) “The Dynamic Impact of Product-Harm Crises on Brand Equity and

Advertising Effectiveness: An Empirical Analysis of the Automobile Industry” (Accepted,

Management Science)

WORKING PAPERS UNDER REVIEW

Ramkumar Janakiraman, Yan Liu, Ram Bezawada and Subodha Kumar “The Effects of Shopping Cost,

Channel Quality and Returns on Consumers’ Multichannel Shopping” (Revision invited for 2nd

round, Journal of Marketing Research)

Wonjoo Yun, Yan Liu and Venky Shankar “Sources and Financial Consequences of Product-harm Crises:

Evidence from Automobile Industry” (Revision invited for 2nd round, Journal of Marketing)

Yan Liu, Jiaoyang Li and Haipeng (Allan) Chen “An empirical Study of Product Design’s Effect on Sales

and Marketing effectiveness: the Role of Segment Prototypicality and Brand Prominence” (To be

resubmitted as fresh submission to Marketing Science)

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Yan Liu, Subramanian Balachander and Sumon Datta “On the Timing of a Manufacturer’s Sales Promotion

Decisions with Forward-looking Consumers” (To be resubmitted as fresh submission to Marketing

Science)

WORK IN PROGRESS

Yan Liu, Subramanian Balachander, and Sumon Datta “Effects of Product Recall on New Product

Introduction” (Targeted Journal: Marketing Science)

Woo Jin Choi, Haipeng (Allan) Chen, Yan Liu, Haoying Sun “Goal-Dependent Preferences: The Effects

of Consumers’ Goal Orientations on the Price-Quality Tradeoff” (Targeted Journal: Journal of

Marketing Research)

CONFERENCE PRESENTATIONS

Frank M. Bass UT Dallas Frontiers of Research in Marketing Science Conference, 2014

“An empirical Study of Product Design’s Effect on Sales and Marketing effectiveness: the Role of

Segment Prototypicality and Brand Prominence” with Jiaoyang Li and Haipeng (Allan) Chen

Marketing Science Conference, Emory University 2014

“New Product Preannouncements, Product Recalls, and Shareholder Value” with Wonjoo Yun and

Venky Shankar

Marketing Science Conference, Boston University 2012

“The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An

Empirical Analysis of the Automobile Industry” with Venky Shankar

“Sources and Financial Consequences of Product-harm Crises: Evidence from Automobile

Industry” with Wonjoo Yun and Venky Shankar

Frank M. Bass UT Dallas Frontiers of Research in Marketing Science Conference, 2012

“The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An

Empirical Analysis of the Automobile Industry” with Venky Shankar

Marketing Science Conference, University of Houston, 2011

“On the Timing of a Manufacturer’s Sales Promotion Decisions with Forward-looking

Consumers,” with Bala Balachander

Marketing Science Conference, University of British Columbia, Canada, 2008

“Dynamic Brand and Quantity Choice with a Hazard Model of Promotion Expectation,” with Bala

Balachander

INVITED PRESENTATIONS (POST JOB MARKET)

University of Houston, Fall 2013

“An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: the Role

of Segment Prototypicality and Brand Prominence”

Marketing Department Research Seminar and Brown Bag Series, Texas A&M University, Fall 2013

“An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: the Role

of Segment Prototypicality and Brand Prominence”

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Marketing Department Research Camp, Texas A&M University, Spring 2012

“The Effects of Shopping Cost, Channel Quality and Returns on Consumers’ Multichannel

Shopping” with Ramkumar Janakiraman, Ram Bezawada and Subodha Kumar

RESEARCH INTERESTS

Pricing and Promotion Strategy, Consumer Choice, Market Signaling, Brand Equity, Product Design,

Branding, Consumer Learning, Product Harm Crisis Management, Advertising.

TEACHING EXPERIENCE

Marketing Research 2011-2013

Marketing Management (Purdue University) 2006-2007, 2009

HONORS AND AWARDS

Robert W. Johnson Award for Distinguished Research Proposal

Purdue University

Spring 2008

Billsland Dissertation Fellowship

Purdue University

2008-2009

AMA-Sheth Doctoral Consortium Fellow

University of Missouri

Summer 2008

Purdue University Summer Research Grant.

Purdue University

Summer 2007

Certificate for Outstanding Teaching

Purdue University

Spring 2007

Outstanding Academic Accomplishment

University of Florida

2002, 2003

SERVICE

Doctoral Program Council Member, Marketing Department, 2011-present

Faculty Recruiting Committee Member, Department of Marketing, 2012

Dissertation co-chair, Wonjoo Yun, Ph.D. candidate in Marketing, Texas A&M University

Dissertation committee, Jeremy West, Ph.D. candidate in Economics, Texas A&M University

Dissertation committee, Jiaoyang Li, doctoral student in Marketing, Texas A&M University

BUSINESS EXPERIENCE

Jade International, Investment Bank Division, China 2004-2005

Position: Financial Analyst

Agricultural Development Bank of China, Head Office, China

Position: Manager of International Settlement business

1999-2002