Xi Fang

Email: x.fang.1@research.gla.ac.uk


Research title: Conceptualizing and measuring destination consumer based brand equity (D-CBBE) process

Research Summary

PhD Topic

Conceptualizing and measuring destination consumer-based brand equity (D-CBBE) process

Research Interests

My research focuses on the conceptualisation and operationalisation of destination consumer-based brand equity (D-CBBE), and more importantly, to identify the configuration of elements that contribute to non-financial value of a destination brand. Beyond correlations, fs/QCA is used to test the set-theoretic relations in conceptual framework.


Recipient of the Adam Smith Business School’s Research Fieldwork Funding for prime research.


  • Poster presentation at the Scottish Graduate School for Social Science Business and Management PhD Colloquium 2017.
  • Paper presentation at the 22nd AMS, World Marketing Congress, Edinburgh, Scotland, 2019.


Graduate Teaching Assistant at the University of Glasgow:
• Marketing Management

Additional Information

Involvement in reviewing conference paper for the AMS_ Annual Conference