Liwu Hsu, Ph.D.
Marketing

 

hsu

Assistant Professor

Office: 361 BAB
Phone: 256.824.6808

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

Fields of Interest

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

Current Courses Taught

  • Principles of Marketing (MK 301)
  • Market Research Design (MK 343)
  • Buyer Behavior (MKT 332)

Referred Publications and Conference Papers

  • Hsu, Liwu, Susan Fournier, and Shuba Srinivasan, (2011), “How Do Brand Portfolio Strategies Affect Firm Value,” MSI Report No. 11-003, Cambridge, MA: Marketing Science Institute.
  • Srinivasan, Shuba, Liwu Hsu, and Susan Fournier (2011), “Branding and Firm Value” forthcoming in Handbook of Marketing and Finance, Shankar Ganesan and Sunder Bharadwaj, eds., Edward Elgar Publishing, MA, forthcoming.
  • Hsu, Liwu, Patrick Kaufmann, and Shuba Srinivasan (2011), “Firm Value and Risk in Franchised Channels,” in Proceedings of the International Society of Franchising Meeting, Boston, MA.
  • Kaufmann, Patrick, CB Bhattacharya, and Liwu Hsu (2008), “Corporate Social Responsibility in Franchise Systems,” in Proceedings of the International Society of Franchising Meeting, San Malo, France.

Working Papers

  • Hsu, Liwu, Susan Fournier, and Shuba Srinivasan, "How Do Brand Portfolio Strategies Influence Firm Value?"
  • Hsu, Liwu, Patrick Kaufmann, and Shuba Srinivasan, "Firm Value and Risk in Franchised Channels."
  • Hsu, Liwu, "The Role of Social Media and Brand Equity During a Product Recall Crisis: A Shareholder Value Perspective."
  • Hsu, Liwu, Timothy D. Landry, and Elten D. Briggs, “How Dynamic Customer Satisfaction and Employee Satisfaction Shape Firm Performance?”
  • Lawrence, Benjamin and Liwu Hsu, "The Impact of Advertising Fee Structure on Outlet Performance in Franchised Channels."

Honors, Awards, and Fellowships

  • College of Business Administration (CBA) Mini-Grant Program, The University of Alabama in Huntsville, 2014 
  • Individual Investigator Distinguished Research (IIDR) Grant, The University of Alabama in Huntsville, 2013
  • Outstanding Research by a Doctoral Student Award, Boston University – School of Management, 2012
  • Beta Gamma Sigma Business Honor Society, 2012
  • 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  
  • Graduate Academic Excellence, National Dong-Hwa University, 2000-2002
  • Phi Tau Phi Scholastic Honor Society of the Republic of China, 2002

Academic Service

  • UAH Marketing & Management Club, Faculty Adviser, 2013 - present
  • American Marketing Association DocSIG, Vice President of Communications, 2010 - Present
  • Boston University PhD in School of Management Association,
    • Secretary, 2008-2009
    • Vice President, 2009-2010
    • President, 2010-2011