20202022

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Personal profile

Overview

Dr. Rong Li is a Lecturer (Assistant Professor) of Marketing at School of Business and Creative Industries. She received her PhD degree in Marketing from John Molson School of Business, Concordia University, Montréal, Canada. She also holds MSc in Management from Management School, The University of Sheffield, UK. Her research interests include social media and digital marketing, branding, consumer behaviour, and retailing. Dr. Li’s research explores what factors impact online consumer engagement, what elements shape consumer-brand relationship, and how atmospheric cues affect consumer behaviour. She also examines consumer-brand relationship and luxury brands in the cross-cultural settings. Dr. Li’s research has been published in the Journal of Retailing and Consumer Services, International Journal of Consumer Studies, and Journal of Product & Brand Management. Her research has been presented at Academy of Marketing Science World Marketing Congress (WMC) and Cross-Cultural Research Conference (Journal of Business Research).

 

Journal Publications

Li, Rong, Michel Laroche, Marie-Odile Richard, and Xinyu Cui (2022), “More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity,” Journal of Retailing and Consumer Services, 64, 102795. https://doi.org/10.1016/j.jretconser.2021.102759

Laroche, Michel, Rong Li, Marie-Odile Richard, and Mi Zhou (2022), “An investigation into online atmospherics: The effect of animated images on emotions, cognition, and purchase intentions,” Journal of Retailing and Consumer Services, 64, 102845. https://doi.org/10.1016/j.jretconser.2021.102845

Laroche, Michel, Rong Li, Marie-Odile Richard, and Lu Xu (2021), “What is this Accent? Effects of Accent and Language in International Advertising Contexts,” International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12753

Laroche, Michel, Rong Li, Marie-Odile Richard, and Muxin Shao (2021), “Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements,” Journal of Product & Brand Management, 30(8), 1077-1093. https://doi.org/10.1108/JPBM-09-2019-2578

 

Conference Presentations(*Presenter)

Li, Rong*, Michel Laroche, Marie-Odile Richard, and Muxin Shao (December 2019), “What Affects Purchase Intentions toward Global Brands with Chinese Elements? The Moderating Role of Acculturation,” the 18th Cross-Cultural Research Conference associated with Special Issue of Journal of Business Research, San Juan, Puerto Rico.

Li, Rong*, Michel Laroche, Marie-Odile Richard, and Lu xu (June 2018), “Should You Advertise Your Brand with Accents? Studying the Joint Effects of Accent and Language in the Chinese Advertising Context,” Academy of Marketing Science World Marketing Congress (WMC), Porto, Portugal.

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