Danni Liang

Dr Danni Liang

  • u_dliang at bournemouth dot ac dot uk
  • Principal Academic in Marketing and Business Management
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Biography

Dr Danni Liang is a Principal 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). Prior to that she held position as level 5 Programme Coordinator of BA (Hons) Business Studies for over 3 years. Dr Liang's 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 and wellbeing. She has disseminated her research in journal articles and at various leading international conferences in the world, she is the editorial board member of International Journal of Business Management and Economic Review, 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

  • Wadud, I., Liang, Y.D., Polkinghorne, M., 2025. Digital Transformation in the UK Retail Sector. Encyclopedia, 5 (3).
  • Liang, Y., Chen, H., Lyu, J.D., Tran, H.A., 2025. Exploring the impact of perceived value dimensions and brand image on in-game purchase intention in freemium mobile games. In: European Marketing Academy (EMAC) 25/05/2025 Madrid. https://proceedings.emac-onlin...dimensions.
  • Liu, B., Liang, Y., Fan, D.X.F., 2025. Understanding community garden volunteers’ well-being transformation: an exploratory study from a liminality perspective. Leisure Studies.
  • Hanh, N.T.P.T., Liang, Y., 2024. Factors influencing employee retention for sustainable entrepreneurship in emerging countries. In: 5TH FPT EDUCATION CONFERENCE ON BUSINESS, ECONOMICS AND MANAGEMENT 20/12/2024 Hanoi.
  • Liang, Y., Chen, S., Abeyskera, R., O'Sullivan, H., Bray, J., Keevill-Savage, I., 2024. Examining the adoption of technology-enhanced learning in universities and its effects on student performance, satisfaction, and motivation. Computers and Education Open, 7.
  • Liang, Y., Chen, S., Zhao, J., 2024. Engaging the future: motivations and impacts of Community-Based Volunteering among the youth. In: Voluntary Sector and Volunteering Research Conference 2024 11/09/2024 Bayes Business School.
  • Liang, Y., Yang, Y., Shamim, S., 2024. Exploring the impact of Social Media Influencers on purchase intentions for luxury products through Human Brand Theory. In: European Marketing Academy Annual Conference 28/05/2024 Bucharest Romania.
  • Chen, S., Sun, J., Liang, Y., 2024. 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, 36 (7), 1398-1413.
  • Lyu, J., Liang, Y.D., Vellore Nagarajan, D., 2024. Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers. Internet Research.
  • Abeysekera, R., Liang, Y., Abeysekera, K.H.T., 2023. Co-production in Business Counselling in Microfinance Setting: An Empirical Study in Sri Lanka. Sri Lanka Journal of Management Studies, 5 (2).
  • Lyu, D., Liang, Y., Vellore Nagarajan, D., 2023. Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing. In: 29th International Conference on Recent Advances in Retailing and Consumer Science 24/07/2023 Lyon, France.
  • Liang, Y., 2023. Conspicuous or Inconspicuous purchase for luxury products-- An exploratory study on Chinese luxury consumers typology in digital age. In: 29th International Conference on Recent Advances in Retailing and Consumer Science 24/07/2023 Lyon, France.
  • Liang, Y., 2023. The impact of digital technologies on consumer wellbeing. In: Academy of Marketing Conference 2023 04/07/2023 University of Birmingham.
  • Oe, H., Yamaoka, Y., Liang, Y., 2022. New mode of luxury shoppers: focusing on personalised experiences. Revista de Marketing Aplicado, 26 (2), 97-117.
  • Liang, Y., Ghosh, S., Gibson, L., 2022. An exploration of the factors which determine investment behaviours towards Cryptocurrency. In: British Academy of Management 31 August-2 September 2022 31/08/2022 Manchester.
  • Liang, Y., Oe, H., Kehinde, M., 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 31/08/2022 Manchester.
  • Liang, Y., Ghosh, S., 2022. Digital fitness: the impact of live streaming on trainee engagement and trust. In: Academy of Marketing Conference 05/07/2022 University of Huddersfield.
  • Liang, Y., Oe, H., Ghosh, S., Richards, C., 2022. The Impact of Instagram’s Fashion Influencers on Generation Z consumers purchase behaviours. In: Academy of Marketing Conference 05/07/2022 University of Huddersfield.
  • Ghosh, S., Liang, Y., 2022. Service Design Experience within Online Financial Services in the UK. In: Academy of Marketing 05/07/2022 University of Huddersfield.
  • Liang, Y., Ghosh, S., 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).
  • Ghosh, S., Liang, Y., 2021. Recorded teaching materials and their impact on students attendance, engagement and performance during Covid-19. In: Academy of Marketing 05/07/2021 Virtual.
  • Liang, Y., Ghosh, S., 2021. Managing online customer experience of pre and post- impulse purchase during Covid 19 pandemic. In: Academy of Marketing Conference 2021 05/07/2021 online.
  • Oe, H., Liang, Y., Sharma, S., Yamaoka, Y., 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 31/08/2021 online.
  • Edge, M., Ghosh, S., 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 16/06/2021 Canada.
  • Bolat, E., Revlon-Chion, E., Liang, Y., 2020. Instant Buying of Fast Fashion: Are Influencers to Blame?. Bournemouth University repository.
  • Edge, M.T., Ghosh, S., Liang, D., 2020. The Evolution of Virtual Trade Shows: A Literature Review from the UK Medical Device Industry. 11TH EMAC REGIONAL CONFERENCE - CHALLENGING THE STATUS QUO IN MARKETING RESEARCH, 52-61.
  • Oe, H., Sunpakit, P., Yamaoka, Y., 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., Chung, H., 2018. Attitudes and purchase intentions towards electric vehicles: an exploratory study of the Taiwanese automobile market. In: British Academy Management 04/09/2018 Bristol Business School, University of West of England.
  • Liang, Y.. Exploring Chinese consumers’ luxury value perceptions: development and assessment of a conceptual model. Bournemouth University, Faculty of Management.
  • Oe, H., Yamaoka, Y., 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 06/10/2017 Bournemouth University.
  • Oe, H., Liang, Y., Chen, J., 2017. An exploratory study of Taiwanese Consumers’ perception towards “Sharing economy” service: A case of Airbnb. In: Academy of Marketing 03/07/2017 Hull University.
  • Liang, Y., Ghosh, S., Oe, H., 2017. Chinese consumers’ luxury value perceptions – a conceptual model. Qualitative Market Research, 20 (2), 247-262.
  • Liang, Y., Ghosh, S., 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 06/09/2016 New Castle.
  • Liang, Y., Oe, H., 2016. Conspicuous or inconspicuous consumption? – A comparative study of Chinese and Japanese consumers’ attitudes towards luxury brands consumption. In: Academy of Marketing 04/07/2016 New Castle, UK.
  • Liang, Y., Ghosh, S., Oe, H., 2015. Value perception of luxury products: A study of Chinese consumers. In: Asia-Pacific Conference on Business and Social Sciences 2015 23/11/2015 Kuala Lumpur.
  • Liang, Y., Oe, H., Yamaoka, Y., 2015. An exploratory study of Chinese consumer behaviour in Luxury market. In: Japan Association for Performance Excellence 2015 14/11/2015 Tokyo, Japan.
  • Liang, Y., Ghosh, S., 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 07/09/2015 Portsmouth.
  • Liang, Ghosh, S., Aroean, L., 2015. Exploring Chinese consumers' luxury value perceptions. In: Academy of Marketing 07/07/2015 Limerick.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Good health and well-being

"Ensure healthy lives and promote well-being for all at all ages"

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Quality education

"Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all"

more information

Sustainable cities and communities

"Make cities and human settlements inclusive, safe, resilient and sustainable"

more information

Responsible consumption and production

"Ensure sustainable consumption and production patterns"

more information

Journal Articles

Conferences

  • Liang, Y., Chen, H., Lyu, J.D., Tran, H.A., 2025. Exploring the impact of perceived value dimensions and brand image on in-game purchase intention in freemium mobile games. In: European Marketing Academy (EMAC) 25/05/2025 Madrid. https://proceedings.emac-onlin...dimensions.
  • Hanh, N.T.P.T., Liang, Y., 2024. Factors influencing employee retention for sustainable entrepreneurship in emerging countries. In: 5TH FPT EDUCATION CONFERENCE ON BUSINESS, ECONOMICS AND MANAGEMENT 20/12/2024 Hanoi.
  • Liang, Y., Chen, S., Zhao, J., 2024. Engaging the future: motivations and impacts of Community-Based Volunteering among the youth. In: Voluntary Sector and Volunteering Research Conference 2024 11/09/2024 Bayes Business School.
  • Liang, Y., Yang, Y., Shamim, S., 2024. Exploring the impact of Social Media Influencers on purchase intentions for luxury products through Human Brand Theory. In: European Marketing Academy Annual Conference 28/05/2024 Bucharest Romania.
  • Lyu, D., Liang, Y., Vellore Nagarajan, D., 2023. Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing. In: 29th International Conference on Recent Advances in Retailing and Consumer Science 24/07/2023 Lyon, France.
  • Liang, Y., 2023. Conspicuous or Inconspicuous purchase for luxury products-- An exploratory study on Chinese luxury consumers typology in digital age. In: 29th International Conference on Recent Advances in Retailing and Consumer Science 24/07/2023 Lyon, France.
  • Liang, Y., 2023. The impact of digital technologies on consumer wellbeing. In: Academy of Marketing Conference 2023 04/07/2023 University of Birmingham.
  • Liang, Y., Ghosh, S., Gibson, L., 2022. An exploration of the factors which determine investment behaviours towards Cryptocurrency. In: British Academy of Management 31 August-2 September 2022 31/08/2022 Manchester.
  • Liang, Y., Oe, H., Kehinde, M., 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 31/08/2022 Manchester.
  • Liang, Y., Ghosh, S., 2022. Digital fitness: the impact of live streaming on trainee engagement and trust. In: Academy of Marketing Conference 05/07/2022 University of Huddersfield.
  • Liang, Y., Oe, H., Ghosh, S., Richards, C., 2022. The Impact of Instagram’s Fashion Influencers on Generation Z consumers purchase behaviours. In: Academy of Marketing Conference 05/07/2022 University of Huddersfield.
  • Ghosh, S., Liang, Y., 2022. Service Design Experience within Online Financial Services in the UK. In: Academy of Marketing 05/07/2022 University of Huddersfield.
  • Ghosh, S., Liang, Y., 2021. Recorded teaching materials and their impact on students attendance, engagement and performance during Covid-19. In: Academy of Marketing 05/07/2021 Virtual.
  • Liang, Y., Ghosh, S., 2021. Managing online customer experience of pre and post- impulse purchase during Covid 19 pandemic. In: Academy of Marketing Conference 2021 05/07/2021 online.
  • Oe, H., Liang, Y., Sharma, S., Yamaoka, Y., 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 31/08/2021 online.
  • Edge, M., Ghosh, S., 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 16/06/2021 Canada.
  • Edge, M.T., Ghosh, S., Liang, D., 2020. The Evolution of Virtual Trade Shows: A Literature Review from the UK Medical Device Industry. 11TH EMAC REGIONAL CONFERENCE - CHALLENGING THE STATUS QUO IN MARKETING RESEARCH, 52-61.
  • Liang, Y., Ghosh, S., Oe, H., Chung, H., 2018. Attitudes and purchase intentions towards electric vehicles: an exploratory study of the Taiwanese automobile market. In: British Academy Management 04/09/2018 Bristol Business School, University of West of England.
  • Oe, H., Yamaoka, Y., 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 06/10/2017 Bournemouth University.
  • Oe, H., Liang, Y., Chen, J., 2017. An exploratory study of Taiwanese Consumers’ perception towards “Sharing economy” service: A case of Airbnb. In: Academy of Marketing 03/07/2017 Hull University.
  • Liang, Y., Ghosh, S., 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 06/09/2016 New Castle.
  • Liang, Y., Oe, H., 2016. Conspicuous or inconspicuous consumption? – A comparative study of Chinese and Japanese consumers’ attitudes towards luxury brands consumption. In: Academy of Marketing 04/07/2016 New Castle, UK.
  • Liang, Y., Ghosh, S., Oe, H., 2015. Value perception of luxury products: A study of Chinese consumers. In: Asia-Pacific Conference on Business and Social Sciences 2015 23/11/2015 Kuala Lumpur.
  • Liang, Y., Oe, H., Yamaoka, Y., 2015. An exploratory study of Chinese consumer behaviour in Luxury market. In: Japan Association for Performance Excellence 2015 14/11/2015 Tokyo, Japan.
  • Liang, Y., Ghosh, S., 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 07/09/2015 Portsmouth.
  • Liang, Ghosh, S., Aroean, L., 2015. Exploring Chinese consumers' luxury value perceptions. In: Academy of Marketing 07/07/2015 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

  • Comparing the operating mechanism, participant motivation and wellbeing between community-based charities in the UK and China (British Academy Seed Funding, 01 Jan 2023). Awarded
  • Establishing a wellbeing tracing system in community charity programme participation-Collaboration with Grounded Community (Charity Impact Fund, Bournemouth University, 01 Apr 2022). Awarded
  • Quality Research Funding (Bournemouth University QR fund, 25 Jun 2021). Awarded
  • The role of internaitonal recuritment agencies in China (QR, 01 Jun 2019). Completed

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 and Chair, 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
  • Aademy of Marketing, Reviewer and Chair, https://academyofmarketing.org/
  • nternational Conference on Recent Advances in Retailing and Consumer Science, conference special session organiser and chair
  • University of Cumbria, Guest lecturer
  • university of portsmouth, Guest lecturer
  • university of southampton, Guest lecturer

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

  • Café Scientifique (01 Nov 2022)

Qualifications

  • PhD in Exploring Chinese consumers’ luxury value percepti (Bournemouth University, 2018)

Honours

  • Senior Fellowship - Advance HE (2020)
  • Vice Chancellor PhD Scholarship (Bournemouth University, 2013)
  • Service Excellence - Making a Difference Award (Bournemouth University, 2019)
  • You'Re Brilliant Award; student experience category (Student Union Bournemouth University)

Memberships

  • British Academy of Management, Member,
  • HEA, Senior Fellow,
  • Academy of Marketing, Member,
  • CMI, Member,
  • ACCI, American Council on Consumer Interests, Member,
  • Institute for Small Business and Entrepreneurship, member,
The data on this page was last updated at 05:00 on February 18, 2026.