Rate My Professor Raymond Liu

Raymond Liu is Professor of Marketing and Chair of the Marketing Department in the College of Management at the University of Massachusetts Boston. He leads the department, located on the fifth floor of McCormack Hall, advancing marketing education and research. Liu has also directed the university's Entrepreneurship in the U.S. and China summer study abroad program over multiple years, offering students hands-on international business experience in entrepreneurship. His research focuses on cross-cultural complaint behavior, branding, social media marketing, consumer dialectical thinking, and consumer social values, providing insights into multicultural consumer dynamics and digital influences on purchasing decisions.

Liu's publications in peer-reviewed journals have made notable contributions to marketing scholarship. His highly cited paper, "Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination," co-authored with P. McClure in the Journal of Consumer Marketing (2001), has 614 citations. Similarly impactful is "Collectivism, individualism and in-group membership: implications for consumer complaining behaviors in multicultural contexts," with H.S. Watkins in the Journal of International Consumer Marketing (1996; 279 citations). Other key works include "Strategy, technology and organisational alignment: Key components of CRM success" (Journal of Database Marketing & Customer Strategy Management, 2005; 208 citations), "Informational influence of online customer feedback: An empirical study" (2010; 119 citations), and "The impact of nostalgic emotion on brand trust and brand attachment: An empirical study from China," with T. Wen and T. Qin (Asia Pacific Journal of Marketing and Logistics, 2019; 108 citations). Recent research examines visual shape effects in backgrounds on consumer evaluations (2022) and the influence of inner packaging number cues on consumption (2022). Earlier publications cover psychographic variations across United States geographic regions (Advances in Consumer Research, 1992) and a taxonomy of consumer complaint behavior (Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1997). Liu's body of work underscores his influence on consumer behavior studies, particularly in cross-cultural and digital marketing contexts.