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 American Marketing Association Conference (AMA), Academy of Marketing Science World Marketing Congress (AMSWMC), Academy of Marketing Conference, 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* and Michel Laroche (August 2022), " When Personification Triggers Online Consumer Engagement: The Moderating Role of Hedonic Motive," 2022 AMA Academic Conference Light in the Darkness: Marketing's Role in Driving Positive Change, Chicago, U.S.A.

Li, Rong*, Michel Laroche, and Zhen Zhang (July 2022), "The Role of Visual Information in Ethinic Restaurant Patronage on Food Ordering Apps (FDAs)," Academy of Marketing Conference 2022 Marketing: The Fabric of Life", Huddersfield, U.K.

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 18^th 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.

Professional Affiliations 

American Marketing Association

Service to the Profession 

Reviewer, Academy of Marketing Science World Marketing Congress (AMSWMC 2023)

Reviewer, Administration Sciences Association of Canada (ASAC) Conference

Ad hoc reviewer, Journal of Business Research

Ad hoc reviewer, International Journal of Consumer Studies

Ad hoc reviewer, Journal of Retailing and Consumer Services

Ad hoc reviewer, Journal of Hospitality and Tourism Management