Fengjun Liu

Education

• 2011.06-Present Ph.D., Student Supervisor, Professor (Grade III), Department of Marketing, Renmin Business School, Renmin University of China
• 2008.01-2011.05 Ph.D., Student Supervisor, Professor (Grade VI), Department of Marketing, Renmin Business School, Renmin University of China
• 2003.04-2006.03 Ph.D., Student Supervisor, Professor and Director of Department of Management, Renmin Business School, Renmin University of China
• 2001.11-2003.03 Professor, Doctoral Supervisor and Deputy Director of Department of Management, Renmin Business School, Renmin University of China
• 2001.01-2001.10 Professor, Doctoral Supervisor, School of Business Administration, Renmin University of China
• 2000.06-2000.12 Professor, Renmin Business School, Renmin University of China
• 1993.07-2000.05 Associate Professor, School of Business Administration, Renmin University of China

Research Interests

Marketing Theory and Practice, Strategic Brand ManagementResearch Philosophy:With the acceleration of China's economic reform and social opening up, the research on the "Chinization" of corporate social responsibility theories have also been strengt

Courses

Marketing, Brand Management, Internet Financial Marketing

Publications

Papers

Selected Academic Articles:

1. Liu Fengjun, Duan Shen, Dong Zerui, Meng Lu, A study on the influence of taste perception and metaphor on service remediation, Nankai Management Review, 2021.6, 82-93.
2. Liu Fengjun, Duan Shen, Meng Lu, and Li Yuanyuan, Flawed but not perfect? The bright side of negative reviews of online products - A study based on bilateral information perspective, Journal of Management Engineering, 2021.5, 89-101.
3. Meng Lu, Liu Fengjun, Duan Shen, Zhao Yijun, The impact of live webcast on audience's willingness to consume virtual gifts from the perspective of information source characteristics, Management Review, 2021.5, 319～330.
4. Meng Lu, Liu Fengjun, Chen Suyun, Duan Shen, Li Qiao, The mechanism of the impact of matching advertising depth of field with product category on product evaluation, Management Science, 2021.2, 129～143.
5. Meng Lu, Liu Fengjun (corresponding author), Chen Suyun, Duan Shen, The influence of consumers' thinking and decision-making styles on the willingness to continuously participate in green behavior, Psychological Science, 2020.6, 1405~1410.
6. Qiao Li and Fengjun Liu (corresponding authors), The effect of psychological distance on the willingness to purchase second-hand goods, Finance and Economics Series, 2020.3, 96-104.
7. Meng Lu, Liu Fengjun (corresponding author), Chen Suyun, and Duan Shen, Can I evoke you - A study on the mechanism of different types of live weblebrity information source characteristics on consumers' purchase intention, Nankai Management Review, 2020.1, 131～143.
8. Fengjun Liu, Lu Meng, Suyun Chen, and Shen Duan, Research on the influence of live weblebrity on consumers' purchase intention and its mechanism, Journal of Management, 2020.1, 94～104.
9. Song Xiaofei and Liu Fengjun, A review of literature on consumers' diversification seeking behavior, New Economy, 2020.1, 30～34
10. Liu Fengjun, Meng Lu, Yang Qiang, Liu Yingyan, The effect of matching the type of ex ante remediation with the degree of customer involvement on service remediation performance from the perspective of responsibility attribution, Nankai Management Review, 2019.2, 197-210.
11. Liu Fengjun and Zhang Mengyang, Research on the mechanism of social responsibility knowledge on consumers' willingness to use Internet financial platforms, Finance and Economics Series, 2019.4, 81-91.
12. Fengjun Liu, Guochao Zhu, Internet Financial Marketing Innovation of Commercial Banks: A Case Study Based on China Merchants Bank, Research On Development, 2017(1): pp.122-127;
13. Guochao Zhu, Fengjun Liu, GREE: Create A New Pattern of Internet Channels, Enterprise Management, 2017(2): pp.68-70;
14. Fengjun Liu, Guochao Zhu, National Development Bank Brand Operation Status, Problems and Countermeasures, Future and Development, 2017(5): pp.77-83;
15. Jingqiang Li, Fengjun Liu, Research on Corporate Social Responsibility Characteristics and Consumer Response – On Mediating Effect of Consumer Corporate Identity, Collected Essays on Finance and Economics, 2017(1): pp.85-94;
16. Fengjun Liu, Guochao Zhu, Hui Li, Research on the Explicit Mechanism of Corporate Internal Responsibility: The Influence of Perceived Internal Responsibility on Consumer Brand Attitude, Journal of Marketing Science, 2016(4): pp.89-108;
17. Fengjun Liu, Wei Kong, Hui Li, Research on the Internalization Mechanism of Corporate Social Responsibility on Consumer Resistance - Empirical Study Based on AEB Theory and Discount Principle, Nankai Business Review, 2015 (1): pp.52-63;
18. Fengjun Liu, Hui Li, Research on the Internalization Mechanism of Lenovo’s Brand Attitude Under the Background of Social Responsibility: Theoretical Construction and Empirical Research From the Perspective of Reciprocity and Identity, China Soft Science, 2014(3): pp.99-118;
19. Fengjun Liu, Jingqiang Li, Junmin Shi, Integration Magic Square of China Resources’s Snow Brand, Enterprise Management, 2014(3): pp.51-54;
20. Fengjun Liu, Jingqiang Li, New Media Marketing: Responsible for Winning Customers, PKU Business Review, 2013(11): pp.74-83;
21. Wenbin Wang, Fengjun Liu, Jingqiang Li, The Influence of Corporate Social Responsibility on Organizational Citizenship Behavior From the Perspective of Reciprocity Theory, Contemporary Economic Management, 2012(11): pp.24-33;

Book

• Marketing (12th Five-Year” Ordinary Higher Education Undergraduate National Planning Textbooks), Participating Editor, Higher Education Press, 2014;
• “Opening Up A New World of Financial Market – The Brand Development Road of CITIC Bank”, Brand Growth Strategy in the Chinese Market III (Modern Press, 2012.9), pp.124-158;
• “One Day” of Ping An – The Comprehensive Financial Road of China Ping An, Brand Growth Strategy in the Chinese Market II (Modern Press, 2011.9), pp.35-65.

Services & Awards

Key community services

• Member, the Enterprise Committee, China University Marketing Research Society;
• Brand Consultant, CCTV Advertising Center.

Honors and Awards

• 2006 One of the “New Century Excellent Talents”, the Ministry of Education;
• 2001, 2005 One of the “Hundred Talents Project of Social Sciences Theory in Beijing”;
• 2005 Second Prize of the National Teaching Achievements;
• 2002 First Prize of the National Ordinary College Excellent Textbooks, the Ministry of Education;
• 2003 First Prize of the Outstanding Scientific Research Achievements of Renmin University of China;
• 2010 The Best EMBA Teacher of Renmin Business School, Renmin University of China;
• 2008, 2016 The Best EMBA Teacher of Renmin Business School, Renmin University of China;
• 2017-2019 Outstanding Professor of Renmin Business School, Renmin University of China.