Welcome to the Title VII Diversity Advisory Committee. As appointed members of the advisory committee these faculty and staff members work tirelessly to suggest and offer input to the UAH administration in order to better improve diversity amongst faculty, staff, and students. The committee reports to the Provost and through the Provost to the President.

 

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