BIOGRAPHY
Xie Yi is currently a professor and doctoral supervisor at the Bay Area International Business School of Beijing Normal University. She received Ph.D. in management from the Guanghua School of Management at Peking University and was a visiting scholar of University of Michigan, Columbia University, Neuchâtel University in Switzerland, and the Chinese University of Hong Kong. Before joining the Bay Area International Business School, she served at the International Business School of the University of International Business & Economics.
Main research areas: Consumer Behavior, Brand Management, and International Marketing.
Professor Xie has published over 30 academic papers, with main achievements published in Journal of Consumer Research , Journal of International Marketing , Journal of Advertising , Psychology & Marketing , and Industrial Marketing Management , as well as in core domestic journals. She has hosted four projects founded by National Natural Science Foundation of China , and participated in multiple national and provincial-level scientific research projects. She is a review expert for multiple Chinese and English journals, as well as for National Natural Science Foundation of China and the Ministry of Education of China. She is a member of the 11th and 12th council of China Marketing Association of University, and vice director of the Family Consumption Research Committee of China Marketing Association of University.
Research Focus:
Brand Management, Consumer Behavior, Global Marketing
Education:
2004-09~2010-07: Marketing Department, Guanghua School, Peking University, PhD
2008-08~2009-08: Marketing Department, Ross Business School, University of Michigan, Ann Arbor, Visiting PhD student
2004-01~2004-06: Hong Kong Poly University, Exchange Student
2000-09~2004-07: Business School, Nankai University, Bachelor
Professional Experience:
(Optional)
2024-07-Present Professor, Bay Area International Business School (BIBS), Beijing Normal University (BNU)
2019-12-2024-07 Professor in Marketing Department, Business School, UIBE
2015-01-2019-12 Associate Professor in Marketing Department, Business School, UIBE
2010-08-2014-12 Assistant Professor in Marketing Department, Business School, UIBE
2018-09-2019-07 Visiting Scholar, CUHK, Hongkong
2012-07-2012-08 Visiting Scholar, Columbia University, U. S.
2010-01-2010-02 Visiting Scholar, Neuchâtel University, Switzerland
RESEARCH
(List your major research achievements in recent years, such as but not restricted to the categories below. It is up to you what categories to include in this part.)
Publications:
PEER REVIEW JOURNAL ARTICLE (English)
1. Hampson, D. P., Xie, Yi*, Li, W., Kou, S., & Wang, Y. (2024), “Business Cycle Effects on Consumer Behavior: A Conceptual Framework and Research Agenda,” Psychology & Marketing (SSCI, Q2), 41(2), 379-393. (corresponding author)
2. Daniel P. Hampson, Siyang Gong and Yi Xie (2021), “How Consumer Confidence Affects Price Conscious Behavior: The Roles of Financial Vulnerability and Locus of Control,” Journal of Business Research (SSCI, Q1), 132(8), 693-704.
3. Xie, Yi, Siqing Peng and Daniel P. Hampson (2020), “Brand User Imagery Clarity (BUIC): Conceptualization, Measurement, and Consequences,” Journal of Brand Management (SSCI, Q3), 27, 662-678.
4. Xie, Yi, Ke Chen and Xiaoling Guo (2020), “Online Anthropomorphism and Consumers’ Privacy Concern: Moderating Roles of Need for Interaction, and Social Exclusion,” Journal of Retailing and Consumer Services (SSCI, Q1), 55 (July), 102-119.
5. Xie, Yi and Xiaoying Zheng (2020), “How Does Corporate Learning Orientation Enhance Industrial Brand Equity? The Roles of Firm Capabilities and Size,” J ournal of Business and Industrial Marketing (SSCI, Q4), 35(2), 231-243.
6. Jeffrey R. Parker, Donald R. Lehmann, and Yi Xie (2016), “Decision Comfort”, Journal of C onsumer R esearch (SSCI，国际A, UTD24/FT50, Q1), 43(1), 113-133.
7. Xie, Yi and Hean Tat Keh (2016), “Taming the Blame Game: Using Promotion Programs to Counter Product-Harm Crises,” J ournal of A dvertising (SSCI, Q1), 4(2), 1-16.
8. Xie, Yi, Rajeev Batra and Siqing Peng (2015), “An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect”, Journal of International Marketing (SSCI, Q2), 23(1), 50-71.
PEER REVIEW JOURNAL ARTICLE (Chinese)
9. 高充彦，谢毅*（通讯作者）（2023），业隐私政策的影响及其机制——基于用户视角的综述与展望，《 首都经济贸易大学学报 》 ，2023，25（5）：95-112.
10. 童泽林，冯竞丹，冯文婷，谢毅*（通讯作者）等（2020），企业家慈善行为曝光度对提升消费者企业评价的机理研究：中庸文化视角，《 南开管理评论》， 23（4）：4-11.
11. 谢毅，高充彦*，童泽林（2020），消费者隐私关注的研究述评与展望，《 外国经济与管理》 ，42（6）：111-125.
12. 郭晓凌，谢毅，王彬，高赟（2019），文化混搭产品的消费者反应研究，《 管理科学》 ，4：130-144.
13. 禹杭，谢毅*（通讯作者），陈香兰（2018），视觉营销眼动研究：回顾与展望，《 外国经济与管理》 ，2018，40（12）：1-12.
14. 郑晓莹，谢毅，彭泗清（2018），协同还是拮抗？——消费者感知的企业产品能力与宣传能力对品牌资产的交互影响 ，《 社会科学辑刊》 ，4：171-180.
RESEARCH MONOGRAPH
Xie, Yi, “Empirical Studies on Customer-Brand Relationship Management: from CorporateAssociation Perspective”, 2014，（ISBN No.: 978-7-5164-0907-7）
Research Grants:
1. Project Host, The Impact of Customer Privacy Leak on Customer Responses and Corporate Responding Strategy, 2020-2023, National Nature Science Foundation (No. 71972038).
2. Project Host, The Influencing Mechanism and Boundary Conditions of Negative Corporate Association Evens and Responding Strategies, 2015-2018, National Nature Science Foundation (No. 71472045).
3. Project Host, The Effect of Corporate Brand Associations on Customer Choice, 2012/07-2012/08, International Cooperation and Exchange of the National Natural Science Foundation of China (No. 71210107018).
4. Project Host, The Influencing Mechanism of Three Kinds of Corporate Brand Associations on Product Evaluation: Brand Relationship Perspective, 2012-2014, National Nature Science Foundation, (No. 71102081).
5. Major Participant, The Impact of Resource Scarcity on Consumer Behaviors: Studies based on Two-Objective Perspective, 2022-2025, National Nature Science Foundation (No. 72172136).
6. Major Participant, The Impact of Brand Posts on Social Media Platforms on Customer Engagement, 2018-2021, Ministry of Education, Humanities and Social Science Research Project.
7. Major Participant, The Motivation and Governance Mechanism of Interaction between Online and Offline Channels in Beijing's Retail Industry, 2018-2019, Beijing Social Science Foundation.
Awards & Honors:
2018/10, 2017 Annual Excellent Reviewer for Journal of Marketing Science
2017/09-2019/12, Excellent Researcher Foundation of UIBE
TEACHING
(Names of courses that you teach. )
1. Consumer Behavior
2. Consumer Behavior in China
3. Principle of Marketing
4. Brand Management
5. Seminar of Consumer Behavior Classics
6. Seminar of Consumer Behavior in a Digital and Smart Age
