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
• Internal Branding 
• Creative Cultural Industries 
• Research Methods in Marketing

List by: Type | Date

• Dr Kalliopi Chatzipanagiotou
• Dr Thomas Anker

• Liu, H. (2023) Conference and Training Funding for ASBA PhD Researchers, University of Glasgow. £2,000.
• Chatzipanagiotou, K. (2023) ‘Investigating Employee-based Brand Equity’, ASBS Pump-Priming Funding. Liu was appointed as Co-investigator and Research Assistant. University of Glasgow. £3,000.
• Liu, H. (2023, 2024) Employability Funding for ASBS PhD Researchers. £1,237.
• Liu, H. (2022) Seed-corn Fieldwork Funding for ASBS PhD Researchers. University of Glasgow. £500.

Liu, H. (2024) Unveiling the Dynamics of Employee-Based Brand Equity in Marketing’s Social Spirit through Examining Employees’ Corporate Philanthropic Involvements. Academy of Marketing Conference 2024, Cardiff, UK, 1-4 July 2024. (Presented)

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, New Orleans, LA, USA, 17-19 May 2023. (Presented)

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. (Presented)

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

Other Involved Knowledge Exchange Events:

• The PrOPEL Hub Knowledge Exchange Bootcamp for Early Career Researchers in the Social Sciences, 25-26 June 2024, University of Strathclyde.
• Critical Social Marketing Symposium, 5 June 2023, European Social Marketing Association, University of Dundee.
• International PhD Summer School: Theorising Difference in Organisation Studies, 16 June 2022, Virtual Event/Centre for Research in Equality and Diversity (CRED), Queen Mary, University of London. 

• Graduate Teaching Assistant at Adam Smith Business School, Oct 2021-present

Design and deliver tutorial teaching sessions, organise discussion forums, contribute to team-based teaching and blended learning experiences, and provide feedback for assessments for:

• Undergraduate: Principles of Management; Entrepreneurship
• Postgraduate Taught: Marketing Management; People in Organisations; Social and Community Entrepreneurship
• Management Dissertation Workshop (for Honours)
• Online Distance Learning: MSc Marketing - Brand Management
• Upskill Through Microcredentials (funded by the Scottish Funding Council): Building Customer and Company Relationships on Social Media
• Teaching Innovation: Embrace the 17 GOALS for Sustainable Development, digital transformation, AI, simulation games, and eco-pedagogy in undergraduate teaching

• Guest lecturer for Digital Marketing Strategy at Adam Smith Business School, Jan 2023

Develop teaching materials and design online learning materials about social media marketing within VLE and deliver a guest lecture session

• Associate Fellowship of Recognising Excellence in Teaching at UofG (aligns with the UKPSF)

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