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Dr. Melanie Xue

Lecturer in Marketing
Strategy, Marketing and Innovation

KHBS3037 Kingston Business School
Kingston University
Kingston Hill
Kingston Upon Thames

Research Interest(s)

Consumer behaviour

Psychological Distance

Corporate Social Responsibility, particularly in Cause-related Marketing

Cross-cultural and Comparative Research Methodologies

E-Commerce and Digital Marketing


Marketing Principles

Contemporary Marketing

Buyer Behaviour


·       European Marketing Academy

·       American Marketing Association

·       British Academy of Management

Recent Publications

Number of items: 3.

Conference or Workshop Item

Xue, Melanie, Singh, Jaywant and Farashah, Ali Dehghanpur (2017) ‘Rising by sin’: consumer evaluation of social cause-brand alliances in stigmatised and non-stigmatised industries. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World; 17-19 Feb 2017, Orlando, Florida, U.S.. (In Press)

Xue, Tao, Xiao, Sarah Hong and Iyer, Gopalkrishnan (2015) Psychological distance in cause-related product buying decisions: a scenario based investigation. In: 2015 Academy of Marketing Science (AMS) World Marketing Congress: Rediscovering the Essentiality of Marketing; 14-18 Jul 2015, Bari, Italy.

Xue, Tao and Xiao, Sarah (2014) Beyond helping: the role of psychological distance in cause-related product buying decisions. In: 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions; 3-6 Jun 2014, Valencia, Spain. ISBN 9788437094533

This list was generated on Wed Feb 15 05:07:34 2017 GMT.

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