Dr. Liwu Hsu

Associate Professor, Marketing Department


Dr. Hsu is the faculty advisor for the Marketing & Management Club.

Dr. Liwu Hsu’s Curriculum Vitae


  • 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

Honors & 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 (Business) 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

Selected 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.