Dr. Liwu Hsu

Associate Professor, College of Business

Contact

301 Sparkman Drive
Business Administration Building
Room 364
Huntsville, AL 35899
Campus Map

256.824.6808
liwu.hsu@uah.edu

Biography

Curriculum Vitae

Education

  • Ph.D., Marketing, Boston University, Boston, MA, 2012
  • MA, Applied Statistics, University of Pittsburgh, Pittsburgh, PA, 2006
  • MBA, National Dong-Hwa University, Taiwan, 2002
  • Bachelor in Business Administration, National ChengChi University, 2000

Honors & Awards

  • College of Business Faculty Award, University of Alabama in Huntsville, 2018
  • Richard A. Witmondt Faculty Fellowship Award, 2017
  • Best Paper Award, International Society of Franchising, 2016
  • Best Paper Research Award, CBA, University of Alabama in Huntsville, 2015-2016
  • Outstanding Research by a Doctoral Student Award, Boston University – School of Management, 2012
  • Mark McDaniel, Henri McDaniel & Robert "Bud" Cramer Faculty Award, 2015-2016; 2016-2017
  • Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition, Marketing Science Institute, 2011
  • American Marketing Association, Sheth Foundation Doctoral Consortium Fellow, 2011
  • Doctoral Research Grant, Boston University–School of Management, 2009-2010
  • Doctoral Fellowship, Boston University, 2007-2011

Affiliations

  • Faculty advisor for the Marketing & Management Club

Expertise

  • Marketing & Financial Performance
  • Branding & Social Media
  • Distribution Channel
  • Econometrics Methods Research

Recent Publications

  • Hsu, Liwu, Jie J. Zhang, and Benjamin Lawrence (2020), “The Moderating Role of Hotel Type on Advertising Expenditure Returns in Franchised Chains,” Journal of Advertising, DOI: 10.1080/00913367.2020.1809032

  • Zhang, Jie J., Benjamin Lawrence, and Liwu Hsu (2019), "Cooperative and Localized Investments in Hotel Franchising: Moderating Effects of Franchisee Dependence" Presented at POMS 39th Annual Conference, Washington D.C.

  • Monga, Alokparna Basu, and Liwu Hsu (2018), "How Consumers’ Styles of Thinking Can Control Brand Dilution," GfK Marketing Intelligence Review, 10 (1), 40-45.

  • Michael Giebelhausen, Benjamin Lawrence, Helen Chun, and Liwu Hsu (2017), “The Warm Glow of Restaurant Checkout Charity,” Cornell Hospitality Quarterly, 58 (4), 329-341.

  • Hsu, Liwu, Patrick Kaufmann, and Shuba Srinivasan (2017), “How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?,” Journal of Retailing, 93 (3), 350-368.

  • Kashmiri, Saim, Cameron Duncan Nicol, and Liwu Hsu (2017), “Birds of a Feather: Intra-industry Spillover of the Target Customer Data Breach and the Shielding Role of IT and Marketing Factors,” Journal of the Academy of Marketing Science, 45 (2), 208-228.

  • Hsu, Liwu and Benjamin Lawrence (2016), “The Role of Social Media and Brand Equity During a Product Recall Crisis: A Shareholder Value Perspective,” International Journal of Research in Marketing, 33(1), 59-77.

  • Hsu, Liwu, Susan Fournier, and Shuba Srinivasan (2016), “Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns,” Journal of the Academy of Marketing Science, 44(2), 261-280. - Finalist for the Best Paper published in the Journal of the Academy of Marketing Science for 2016.

  • Hsu, Liwu, Elten Briggs, and Timothy Landry (2016), “The Influence of Attribute Displacement Performance on Customer Evaluation of Service Experiences,” in Proceedings of 2016 Academy of Marketing Science Conference, Orlando, FL.

  • Lawrence, Benjamin, Liwu Hsu, and Jie J. Zhang (2016), “The Impact of Marketing Expenditures on Outlet Performance in Franchised Channels”, in Proceedings of the 30thInternational Society of Franchising Conference, Groningen, Netherlands. - Winner: International Society of Franchising 2016 Best Paper Award