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Dr. Melanie Xue

BA; MA; FHEA
Lecturer in Marketing
Strategy, Marketing and Innovation

KHBS3037 Kingston Business School
Kingston University
Kingston Hill
Kingston Upon Thames
Surrey
KT2 7LB

T.Xue@kingston.ac.uk

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

Teaching

Marketing Principles

Contemporary Marketing

Buyer Behaviour

Memberships

·       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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