Liwu Hsu, Ph.D. Assistant Professor of Marketing Biography Dr. Hsu is the faculty advisor for the Marketing & Management Club. Dr. Hsu’s Complete CV 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 Classes Taught MKT 301 - Principles of Marketing MKT 332 - Buyer Behavior MKT 343 - Market Research Design Honors and Awards Mark McDaniel, Henri McDaniel & Robert “Bud” Cramer Faculty Award, 2015-2016 New Faculty Research (NFR) Program, University of Alabama in Huntsville, 2015 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 Publications Hsu, Liwu and Benjamin Lawrence (2015, forthcoming), “The Role of Social Media and Brand Equity During a Product Recall Crisis: A Shareholder Value Prospective,” International Journal of Research in Marketing. 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. Srinivasan, Shuba, Liwu Hsu, and Susan Fournier (2012), “Branding and Firm Value,” The Handbook of Marketing and Finance, Shankar Ganesan (ed.), Northampton, MA: Edward Elgar Publishing, 155-203. 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.