Danni Liang

Dr Danni Liang

  • Senior Lecturer
  • Executive Business Centre EB401, Bournemouth University, 89 Holdenhurst Road, Bournemouth, BH8 8EB
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Biography

Dr Danni Liang is a Senior Academic in the Marketing, Strategy & Innovation department, within the Business School at Bournemouth University. She is the Programme Leader for MSc International Management and the Senior Fellow of the Higher Education Academy (SFHEA). She held position as level 5 Programme Coordinator of BA (Hons) Business Studies for over 3 years. Prior to academia, she worked as Marketing Management role in O2 Telefónica UK, helped to develop and implement marketing plans. Dr Liang has been teaching in higher education abroad and in the UK since 2013, her education portfolio involves undergraduate and postgraduate programmes and supervision of PhD research projects. Her current research interests are around consumer behaviour, digital marketing, fashion/luxury branding, Higher education. She has disseminated her research in journal articles and at various leading international conferences in the world, and also a journal reviewer for a range of different journals. She welcomes prospective PhD applicants interested in conducting research in the above related areas to contact with her.

Favourites

  • Liang, Y., Ghosh, S. and Gibson, L., 2022. An exploration of the factors which determine investment behaviours towards Cryptocurrency. In: British Academy of Management 31 August-2 September 2022 31 August-2 September 2022 Manchester.
  • Liang, Y., Oe, H., Kehinde, M. and Young, N., 2022. An investigation into Generation Y’s purchase intentions of alternative fuel vehicles: the roles of motivation, constraints and environmental awareness. In: British Academy of Management 31 August-2 September 2022 31 August-2 September 2022 Manchester.
  • Liang, Y. and Ghosh, S., 2022. Digital fitness: the impact of live streaming on trainee engagement and trust. In: Academy of Marketing Conference 5-7 July 2022 University of Huddersfield.
  • Liang, Y., Oe, H., Ghosh, S. and Richards, C., 2022. The Impact of Instagram’s Fashion Influencers on Generation Z consumers purchase behaviours. In: Academy of Marketing Conference 5-7 July 2022 University of Huddersfield.
  • Liang, Y., Ghosh, S. and Oyeyemic, N., 2022. UK Millennials’’ purchase intentions: what factors are influencing their adoption of mobile Apps shopping. International Journal of Business Management and Economic Review, Volume 5 (Issue 1).
  • Chen, S., Sun, J. and Liang, Y., 2022. The impact on knowledge transfer to scientific and technological innovation efficiency of talents: analysis based on institutional environment in China. Technology Analysis and Strategic Management.
  • Ghosh, S. and Liang, Y., 2021. Recorded teaching materials and their impact on students attendance, engagement and performance during Covid-19. In: Academy of Marketing 5-7 July 2021 Virtual.
  • Liang, Y. and Ghosh, S., 2021. Managing online customer experience of pre and post- impulse purchase during Covid 19 pandemic. In: Academy of Marketing Conference 2021 5-7 July 2021 online.
  • Oe, H., Liang, Y., Sharma, S., Yamaoka, Y. and Takashi, K., 2021. An exploratory discussion of the global expansion strategy of a health sector business in the COVID-19 pandemic: A Perspective of economic security. In: British Academy of Management 31 August-3 September 2021 online.
  • Edge, M., Ghosh, S. and Liang, Y., 2021. Exploring closed loop supply chain strategies for single use medical device manufacturers toward developing sustainable and competitive manufacturing processes following the COVID-19 global pandemic. In: European Academy of Manangement 16 June-18 July 2021 Canada.
  • Edge, M., Ghosh, S. and Liang, Y., 2020. The Evolution of Virtual Trade Shows: A Literature Review from the UK Medical Device Industry. In: EMAC (European Marketing Academy) 2020 Regional Conference 16-19 September 2020 online.
  • Bolat, E., Revlon-Chion, E. and Liang, Y., 2020. Instant Buying of Fast Fashion: Are Influencers to Blame?. Bournemouth University repository.
  • Oe, H., Sunpakit, P., Yamaoka, Y. and Liang, Y., 2018. An exploratory study of Thai consumers’ perceptions of “conspicuousness”: a case of luxury handbags. Journal of Consumer Marketing, 35 (6), 601-612.
  • Liang, Y., Ghosh, S., Oe, H. and Chung, H., 2018. Attitudes and purchase intentions towards electric vehicles: an exploratory study of the Taiwanese automobile market. In: British Academy Management 4-6 September 2018 Bristol Business School, University of West of England.
  • Liang, Y., 2018. Exploring Chinese consumers’ luxury value perceptions: development and assessment of a conceptual model. PhD Thesis. Bournemouth University, Faculty of Management.
  • 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., 2017. Chinese consumers’ luxury value perceptions – a conceptual model. Qualitative Market Research, 20 (2), 247-262.
  • 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.

Journal Articles

Conferences

  • Liang, Y., Ghosh, S. and Gibson, L., 2022. An exploration of the factors which determine investment behaviours towards Cryptocurrency. In: British Academy of Management 31 August-2 September 2022 31 August-2 September 2022 Manchester.
  • Liang, Y., Oe, H., Kehinde, M. and Young, N., 2022. An investigation into Generation Y’s purchase intentions of alternative fuel vehicles: the roles of motivation, constraints and environmental awareness. In: British Academy of Management 31 August-2 September 2022 31 August-2 September 2022 Manchester.
  • Liang, Y. and Ghosh, S., 2022. Digital fitness: the impact of live streaming on trainee engagement and trust. In: Academy of Marketing Conference 5-7 July 2022 University of Huddersfield.
  • Liang, Y., Oe, H., Ghosh, S. and Richards, C., 2022. The Impact of Instagram’s Fashion Influencers on Generation Z consumers purchase behaviours. In: Academy of Marketing Conference 5-7 July 2022 University of Huddersfield.
  • Ghosh, S. and Liang, Y., 2022. Service Design Experience within Online Financial Services in the UK. In: Academy of Marketing 5-7 July 2022 University of Huddersfield.
  • Ghosh, S. and Liang, Y., 2021. Recorded teaching materials and their impact on students attendance, engagement and performance during Covid-19. In: Academy of Marketing 5-7 July 2021 Virtual.
  • Liang, Y. and Ghosh, S., 2021. Managing online customer experience of pre and post- impulse purchase during Covid 19 pandemic. In: Academy of Marketing Conference 2021 5-7 July 2021 online.
  • Oe, H., Liang, Y., Sharma, S., Yamaoka, Y. and Takashi, K., 2021. An exploratory discussion of the global expansion strategy of a health sector business in the COVID-19 pandemic: A Perspective of economic security. In: British Academy of Management 31 August-3 September 2021 online.
  • Edge, M., Ghosh, S. and Liang, Y., 2021. Exploring closed loop supply chain strategies for single use medical device manufacturers toward developing sustainable and competitive manufacturing processes following the COVID-19 global pandemic. In: European Academy of Manangement 16 June-18 July 2021 Canada.
  • Edge, M., Ghosh, S. and Liang, Y., 2020. The Evolution of Virtual Trade Shows: A Literature Review from the UK Medical Device Industry. In: EMAC (European Marketing Academy) 2020 Regional Conference 16-19 September 2020 online.
  • Liang, Y., Ghosh, S., Oe, H. and Chung, H., 2018. Attitudes and purchase intentions towards electric vehicles: an exploratory study of the Taiwanese automobile market. In: British Academy Management 4-6 September 2018 Bristol Business School, University of West of England.
  • 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.

Reports

Theses

PhD Students

  • Pandit, Herschel
  • Ile, Homamenim Elizabeth
  • Gibbs, Marlon Andre
  • Edge, Matthew
  • Moeinadini, Arman

Profile of Teaching PG

  • Managing Relationships & Networks
  • Supervision of research project
  • Global Strategic Management
  • Marketing & Strategy

Profile of Teaching UG

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

Grants

  • Establishing a wellbeing tracing system in community charity programme participation-Collaboration with Grounded Community (Charity Impact Fund, Bournemouth University, 01 Apr 2022). In Progress
  • Quantitative research methods (Bournemouth University QR fund, 25 Jun 2021). Awarded

External Responsibilities

  • International Journal of Business Management and Economic Review, Editorial board member (2022-)
  • University of Cumbria, external examiner (2022-)
  • British Academy of Management (BAM), Reviewer, https://www.bam.ac.uk/
  • European Academy of Management (EURAM), Reviewer
  • The International Review of Retail, Distribution and Consumer Research, Reviewer
  • Young consumers, reviewer
  • Information Technology & People, reviewer
  • Journal of Retailing and Consumer Services, reviewer

Internal Responsibilities

  • Phd work examiner, BUBS
  • Programme Coordinator (2017-2020), BA (Hons) Business studies, Level 5, Department of People & Organisation
  • Phd Viva Voce Chair, Doctoral College
  • Programme Leader, Programme Coordinator, MSc International Management, Department of Marketing, Strategy and Innovation
  • Member, Faculty Research Degrees Committee
  • Independent Panel member, Academic Offence Panel
  • Member, TeachBU Panel

Public Engagement & Outreach Activities

  • How volunteering can boost your wellbeing. Engaging in community activities not only helps others but can help you too. more details can be found: https://www.eventbrite.co.uk/e/cafe-scientifique-how-volunteering-can-boost-your-wellbeing-tickets-435688565227?aff=SpeakerEmail

Honours

  • Service Excellence - Making a Difference Award (Bournemouth University, 2019)
  • Vice Chancellor PhD Scholarship (Bournemouth University, 2013)
  • You'Re Brilliant Award; student experience category (Student Union Bournemouth University)

Memberships

  • Academy of Marketing, Member,
  • ACCI, American Council on Consumer Interests, Member,
  • British Academy of Management, Member,
  • CMI, Member,
  • HEA, Senior Fellow,
  • Institute for Small Business and Entrepreneurship, member,