Haoran Liu

PhD student in management

Email: Haoran.Liu@glasgow.ac.uk

LinkedIn

Research title: Conceptualising and Measuring the Effects of Corporate Philanthropy on Employee-based Brand Equity

Research Summary

Haoran is doing her PhD research topic relating to exploring the effects of corporate philanthropy on employee-based brand equity. This study sets out to explore how brands can enhance competitiveness by involving their employees when doing corporate philanthropy by an exploratory sequential mixed method design. Plus, this research may shed a light on how employees can commit to social benefits while generating and strengthening brands.   

Haoran is a member of the Marketing Research Cluster.

Areas of expertise:

  • Corporate Philanthropy 
  • Creative Cultural Industries 
  • Research Methods in Marketing

 

Publications

List by: Type | Date

Jump to: 2023 | 2022
Number of items: 2.

2023

Liu, H., Anker, T. and Chatzipanagiotou, K. (2023) Systematically Reviewing and Revisiting the Concept of Corporate Philanthropy in the Marketing Context: An Abstract. 47th Academy of Marketing Science Annual Conference (AMS 2023), New Orleans, LA, USA, 17-19 May 2023. (Accepted for Publication)

2022

Liu, H. (2022) Differentiating the Brand Differently: A Theoretical Response to the Recent Call for Engaging Employees in Corporate Philanthropy. 19th International Research Colloquium on Arts, Heritage, Nonprofit and Social Marketing (AHNPSM SIG 2022) at the Academy of Marketing, Oxford, UK, 9 September 2022.

This list was generated on Mon Dec 4 04:11:54 2023 GMT.
Jump to: Conference or Workshop Item
Number of items: 2.

Conference or Workshop Item

Liu, H., Anker, T. and Chatzipanagiotou, K. (2023) Systematically Reviewing and Revisiting the Concept of Corporate Philanthropy in the Marketing Context: An Abstract. 47th Academy of Marketing Science Annual Conference (AMS 2023), New Orleans, LA, USA, 17-19 May 2023. (Accepted for Publication)

Liu, H. (2022) Differentiating the Brand Differently: A Theoretical Response to the Recent Call for Engaging Employees in Corporate Philanthropy. 19th International Research Colloquium on Arts, Heritage, Nonprofit and Social Marketing (AHNPSM SIG 2022) at the Academy of Marketing, Oxford, UK, 9 September 2022.

This list was generated on Mon Dec 4 04:11:54 2023 GMT.

Supervisors

Grants

Seed corn funding for primary research: £500

Conference and Employability Funding: £2500

Conference

Presented:

Liu, H. (2023) Systematically Reviewing and Revisiting the Concept of Corporate Philanthropy in the Marketing Context: An Abstract, In:2023 Academy of Marketing Science Annual Conference, New Orleans, LA, May 17-19, 2023

Liu, H. (2022) Differentiating the brand differently: A theoretical response to the recent call for engaging employees in corporate philanthropy, In: Nineteenth International Research Colloquium on Arts, Heritage, Nonprofit and Social Marketing, Oxford, UK, September 9, 2022.

Liu, H. (2022) A Novel Perspective to Unite Our Community: Conceptualising and Measuring the Effects of Corporate Philanthropy on Employee-based Brand Equity, In: 2nd SoSS PGR Conference, Edinburgh, UK, June 29-30, 2022.

Attended:  

Centre for Research in Equality and Diversity (CRED) PhD Summer School, London/Online, UK, 16 June 2022.

 

 

Teaching

Undergraduate: (MGT1023) Principles of Management; (MGT2014) Entrepreneurship

Postgraguate: Marketing Management; People in Organisations; MGT5206 Digital Marketing Strategy: Session 04 Exploring Social Media Marketing (Lecturing)

SFC: (BUS5050) Building Customer & Company Relationships on Social Media

 

Additional Information

Education Background

  • The University of Sheffield - MSc Creative and Cultural Industries Management, 2018-2019
  • Shaanxi Normal University - BAs Chinese Language and Literature, 2014-2018
  • National Quemoy University - Exchange Programme - Chinese Studies, 2015-2016

Consulting and Working Experience

  • Adam Smith Business School, Research Assistant, June 2023-July 2023
  • Freedom Community Project, Marketing and Strategy Officer, July 2021- Nov 2021 
  • WorldUnion Properties, Consultant, Oct 2019-Dec 2019 
  • Sheffield Industrial Museums Trust, Family Activities Volunteer, Aug 2019 
  • Children’s Media Conference, Reception and Production Room Volunteer, July 2019 
  • Freedom Community Project, Researcher, May 2019-Sept 2019 
  • Sheffield Carnival, Marketing and Social Media Manager, Oct 2018-Jan 2019 

  Ad- hoc reviewer in the following Academic Journals and International Conferences

  • Journal of Philanthropy and Marketing
  • 2023 Academy of Marketing Science Annual Conference