Associate Professor
Marketing
Member
Academic Standards Committee
Member
Advisory Committee for CSU Professorship
Contact
(860) 832-0136
liu@ccsu.edu
Office
R.C. Vance Academic Center
434
Or by appointment
Biography

Dr. Ran Liu is an Associate Professor of Marketing at Central Connecticut State University. He earned his Ph.D. in Marketing, with a minor in International Business, from Old Dominion University. He teaches marketing courses at both the graduate and undergraduate levels.

Dr. Liu’s research examines international marketing strategies and the role of marketing across diverse cultural and geopolitical environments, with particular attention to consumer well-being and global challenges. His research has appeared in the Journal of Macromarketing, Journal of Business Research, and International Journal of Market Research.

Dr. Liu serves as Associate Editor (Asia) for the Journal of Eastern European and Central Asian Research. He also serves as an ad hoc reviewer for scholarly journals, including the Journal of Marketing Theory and Practice, International Journal of Emerging Markets, Journal of Retailing and Consumer Services, and Asia Pacific Journal of Marketing and Logistics.

Publications, Research & Presentations

Selective Publications

Journal Publications

  • Ling, X., Liu, R., & Wang, S. (2026). Institutional Legacy and 9-Ending Price Formats: Evidence from Multinational Retailers Across Eastern and Western Europe. Journal of Eastern European and Central Asian Research (JEECAR), 13(1), 52-65. DOI: https://doi.org/10.15549/jeecar.v13i1.2179
  • Liu, R., Gao, G., Zhang, R., Raajpoot, N., Liu, Y., & Bonnici, J. (2026). From trust to booking intention: Navigating post-pandemic consumer expectations in the hotel industry. Tourism and Hospitality Research, 0(0). DOI: https://doi.org/10.1177/14673584251406877
  • Zhang, R., Zhou, W., & Liu, R. (2025). The effects of utilitarian and hedonic values on mobile shoppers’ behavioral intentions: the moderating role of stickiness. International Journal of Quality and Service Sciences, 17(4), 474-497. DOI: https://doi.org/10.1108/IJQSS-03-2025-0066
  • Liu, R. (2025). A Metaphysical Investigation into the Role of Marketing in Mitigating International Conflicts. Journal of Macromarketing, 45(1), 97-104. DOI: https://doi.org/10.1177/02761467241289127
  • Zhou, W., Hyman, M. R., Liu, R., & Wang, D. (2024). E-guanxi: Theoretical underpinnings and scale development. International Journal of Market Research, 14707853241284764. DOI: https://doi.org/10.1177/14707853241284764
  • Slamgazhy, A., Liu, R., Zhappassov, Z., & Tassilova, A. (2024). Kazakhstan's media coverage of China: How the Belt and Road Initiative strengthens geopolitical ties. Journal of Eastern European and Central Asian Research (JEECAR), 11(2), 362-376. DOI: https://doi.org/10.15549/jeecar.v11i2.1529
  • Liu, R., Ford, J. B., Zhang, W., & Bonnici, J. (2023). Reappraising the roles of review valence and conflict in online relationships. Journal of Business Research, 167, 114187. DOI: https://doi.org/10.1016/j.jbusres.2023.114187
  • Megits, N. M., Wittine, Z., Liu, R., & Schuster, J. Z. (2023). A mixed methods approach in analyzing the perspective of Croatia’s economic relations with the US, Russia, and China. Journal of Eastern European and Central Asian Research (JEECAR), 10(3), 360-375. DOI: https://doi.org/10.15549/jeecar.v10i3.1308
  • Adibowo, R., Rahadi, R., & Liu, R. (2023). The Implementation of community-based Android application to accommodate public aspiration in economic activities in Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 10(1), 20-30. DOI:https://doi.org/10.15549/jeecar.v10i1.1078
  • Bonnici, I., Greene, H., Azzopardi, R. M., Azzopardi, J., Liu, R., & Bonnici, J. (2023). Changing Pedagogy for Contemporaneity with New Design Platforms. International Journal of Education and Development using Information and Communication Technology, 19(1), 163-177.
  • Narimawati, U., Mauluddin, S., Munandar, D., & Liu, R. (2023). Identity branding using knowledge management through the provision of scientific forums. Journal of Eastern European and Central Asian Research (JEECAR), 10(1), 145-151. DOI: https://doi.org/10.15549/jeecar.v10i1.1066
  • Raajpoot, N., & Liu, R. (2022). Reducing the Negative Effects of Uncontrollable Factors When Designing New Courses. Atlantic Marketing Journal, 11(2), 10.
  • Vukatana, K., Mulla, G., Liu, R., & Mitre, X. (2022). Analyzing user opinions on content and social media apps to online marketing: Evidence from Albania. Journal of Eastern European and Central Asian Research (JEECAR), 9(6), 1072-1082. DOI: https://doi.org/10.15549/jeecar.v9i6.965
  • Liu, R., Ford, J., & Raajpoot, N. (2022). Theoretical Investigation of the Antecedent Role of Review Valence in Building Electronic Customer Relationships, International Journal of Electronic Customer Relationship Management 13(3), 187-202. DOI: https://doi.org/10.1504/IJECRM.2022.124088
  • Saragih, R., Liu, R., Putri, C. A., Fakhri, M., & Pradana, M. (2022). The role of loyalty and satisfaction in forming word-of-mouth influence in a B2B environment: Evidence from the knitting industry of Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(3), 543-553. DOI: https://doi.org/10.15549/jeecar.v9i3.889
  • Liu, R., An, E., & Zhou, W. (2021). The Effect of Online Search Volume on Financial Performance: Marketing Insight from Google Trends Data of the Top Five US Technology Firms. Journal of Marketing Theory and Practice, 29(4), 423-434. DOI: https://doi.org/10.1080/10696679.2020.1867478
  • Winarno, A., Prasetio, A. P., Dudija, N., Nadya Pratami, C., & Liu, R. (2021). The impact of perceived organizational support on knowledge sharing: A meditation analysis through an SEM approach. Journal of Eastern European and Central Asian Research 8(4). DOI: https://doi.org/10.15549/jeecar.v8i4.723

Conference Proceedings/Presentations

  • Liu, R., & Hossain, K. (2026). From Belief to Identity: The Fissile–Fuzzle Cycle of Misinformation in Consumer Markets, AMA Summer Academic Conference, Dever, CO
  • Liu, R., & Jain, A. (2026, February). Metaphysical marketing and the global U.S. dollar: Constructing trust, value, and narrative in fiat-currency hegemony, Virtual poster presentation, AMA Winter Academic Conference.
  • Liu, R*. Zhang, R., Liu, R**. (2025), AI Labels in Product Reviews: How Disclosure and Style Shape Trust, Authenticity, and Purchase Intentions, presented at Society for Marketing Advances 2025 Annual Conference, Las Vigas, NV. (*Ran Liu; **Raymond Liu)
  • Liu, R. Zhang, R., Ling, X. (2025), "Trust and Hotel Booking Intention: The Impact of Crisis Events as a Moderator,” Paper presented at Western Decision Sciences Institute 2025 Annual Conference, Honolulu, HI
  • Liu, R. (2024). Reimagining the Role of Marketers in Advancing Humanity via International Marketing, American Marketing Association 2024 Annual Conference, Boston, MA.
  • Liu, R., Zhou, W.K. (2024). Marketing for Global Peace: Metaphysical Approaches to Conflict Resolution, presented at the Society for Marketing Advances 2024 Annual Conference, Tampa, FL.
  • Liu, R., Raajpoot, N. (2023). Investigate the factors that moderate review valence in establishing online relationships, presented at the Society for Marketing Advances 2023 Annual Conference, Fort Worth, TX.
  • Liu, R., Bonnichi, J., Gao, G. (2022) Rebuilding Trust in Service for the Post-Pandemic Era, presented at Society for Marketing Advances 2022 Annual Conference, Charlotte, NC.
  • Liu, R., Raajpoot, N. (2022). The Role of Marketing Systems in Mitigating the Damage of International Conflicts, presented at Society for Marketing Advances 2022 Annual Conference, Charlotte, NC.
  • Zhang, R.Q., Jun, M., Lee, C., Liu, R. (2022). Using a Modified M-S-QUAL to Assess User Satisfaction in Mobile Commerce, presented at 53rd Annual Conference of the Decision Sciences Institute, Houston, TX.
  • Liu, R., Gao, G., Zhang, R.Q., (2021). Summary Brief: An Examination of the Impact of Pandemic on Consumer Behavior, presented at Society for Marketing Advances 2021 Annual Conference, Orlando, FL.
  • Liu, R. (2020). “How the Pandemic distorted Consumer's Perceptions” presented at 2020 International Business Conference of Journal of Eastern European and Central Asian Research, Virtual Conference, December 16-17,2020
  • Liu, R. (2020). “The role of UGC in building Online Relationship” presented at the 6th Academy of Marketing Science (AMS) Annual Doctoral Consortium, Virtual, December 18, 2020
  • Liu, R. (2019). Positive WOM Valence Does Not Always Result in Favorite Outcomes: The Role of Perceived Conflict presented at American Marketing Association 2019 Annual Conference, Chicago, IL.
  • Liu, R. (2019). Using the Online Search Volume to Predict Performance: An Abstract presented at Academy of Marketing Science 2019 Annual Conference, Vancouver, Canada.
  • Liu, R. (2019). Reappraising Effects of Word-of-Mouth Communication on the Innovation Diffusion Process: An Abstract presented at Academy of Marketing Science 2019 Annual Conference, Vancouver, Canada.
  • Liu R. (2018). Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract. In: Krey N., Rossi P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
  • Liu, R. (2018). An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status presented at Academy of Marketing Science 2018 Annual Conference, New Orleans, LA.
  • Liu, R. (2018). Optimal Advertising Strategies for Multi-national Enterprises Facing a Product-Harm Crisis, presented at Academy of Marketing Science 2018 Annual Conference, New Orleans, LA.
  • Liu, R. (2018). Does Valence Matter? The Effects of Online Product Reviews on Luxury and Commodity Products presented at American Marketing Association 2018 Annual Conference, Boston, MA.

Book Chapters

  • Gao, G. & Liu, R. (2023). Trust Management Mechanism in Blockchain Data Science. In J. Wang (Ed.), Encyclopedia of Data Science and Machine Learning (pp. 1762-1778). IGI Global. https://doi.org/10.4018/978-1-7998-9220-5.ch106