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Yan Liang

  • yliang at bournemouth dot ac dot uk
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Journal Articles

  • Oe, H., Yamaoka, Y., Pornchnit, S. and Liang, Y., 2018. AN EXPLORATORY STUDY OF THAI CONSUMERS’ PERCEPTIONS OF 'CONSPICUOUSNESS': A CASE OF LUXURY HANDBAGS. Journal of Consumer Marketing, 35 (5).
  • Liang, Y., Ghosh, S. and Oe, H., 2017. Chinese consumers' luxury value perceptions - a conceptual model. QUALITATIVE MARKET RESEARCH, 20 (2), 247-262.


  • Oe, H., Yamaoka, Y. and Liang, Y., 2017. An investigation into the relationships and roles of supporting actors' in incubating SMEs businesses: A case study in the B2B context in Japan. In: 4th AM B2B SIG Colloquium, Academy of Marketing 6 October 2017 Bournemouth University.
  • Oe, H., Liang, Y. and Chen, J., 2017. An exploratory study of Taiwanese Consumers’ perception towards “Sharing economy” service: A case of Airbnb. In: Academy of Marketing 3-6 July 2017 Hull University.
  • Liang, Y., Ghosh, S. and Oe, H., 2016. The impact of face saving value on luxury consumption: A cross-cultural comparison study of Chinese consumers in China and in the UK. In: British Academy of Management 6-8 September 2016 New Castle.
  • Liang, Y. and Oe, H., 2016. Conspicuous or inconspicuous consumption? – A comparative study of Chinese and Japanese consumers’ attitudes towards luxury brands consumption. In: Academy of Marketing 4 July-7 April 2016 New Castle, UK.
  • Liang, Y., Ghosh, S. and Oe, H., 2015. Value perception of luxury products: A study of Chinese consumers. In: Asia-Pacific Conference on Business and Social Sciences 2015 23-24 November 2015 Kuala Lumpur.
  • Liang, Y., Oe, H. and Yamaoka, Y., 2015. An exploratory study of Chinese consumer behaviour in Luxury market. In: Japan Association for Performance Excellence 2015 14 November 2015 Tokyo, Japan.
  • Liang, Y., Ghosh, S. and Aroean, L., 2015. Understanding the role of how self concept and societal concept in defining the perceptions of luxury values in the context of Chinese. In: British Academy of Management 7-9 September 2015 Portsmouth.
  • Liang, Ghosh, S. and Aroean, L., 2015. Exploring Chinese consumers' luxury value perceptions. In: Academy of Marketing 7-9 July 2015 Limerick.

Profile of Teaching PG

  • Supervision of research project
  • Managing Relationships & Networks

Profile of Teaching UG

  • Organisational Leadership
  • Understanding organisations and human resource management
  • Strategic Management


  • Academy of Marketing, Member,
  • ACCI, American Council on Consumer Interests, Member,
  • British Academy of Management, Member,
The data on this page was last updated at 04:09 on April 21, 2018.