Assistant Professor in Marketing
Dr Xiaoning Liang
01 896 8224
Xiaoning Liang is an assistant professor in Marketing. Xiaoning received her M.A. and B.A. from Northeastern University, China and her PhD from DCU Business School, Dublin City University. Before joining TCD, she worked as a post-doc researcher at the Irish Centre for Cloud Computing and Commerce (IC4).
Her research interests centre on marketing performance measurement practices of Irish firms, exploring the impact of marketing performance measurement systems on marketing capabilities and firm performance and how combinations of marketing controls influence organizational learning. She is also interested in understanding the relationship between corporate’s mission statement and innovation. Her work has been published in the Journal of Business Research, Asian Journal of Technology Innovation and Displays. Her work has been presented and published in leading national and international conference proceedings, including 2014//2016/2017 Irish Academy of Management Conference, 2015/2016/2017 European Marketing Academy Conference, 2016/2017 American Marketing Association Conference, 2014/2016 Global Marketing Conference, and 2014 Informs Marketing Science Conference where she also served as a session chair.
Xiaoning has completed numerous projects with the industry and provided consultancy services to Irish companies in various industries, such as PACE100, Peevers Slye Cotter, Havas Dublin, Herdwatch, and Cunningham’s. She has a proficiency in data analytics, digital marketing, and marketing performance measurement.
- Marketing performance measurement
- Marketing metrics
- Marketing capabilities
- Digital marketing
1. Customer Value Anticipation, Product Innovativeness, and Customer Lifetime Value: The Moderating Role of Advertising Strategy
Zhang, H., & Liang, X. (2016). Customer Value Anticipation, Product Innovativeness, and Customer Lifetime Value: The Moderating Role of Advertising Strategy, Journal of Business Research, Vol. 69 (9), p. 3725–3730
2. How Homepage Aesthetic Design Influences Users’ Satisfaction: Evidence from China
Liu, W., Guo, F., Ye, G., & Liang, X. (2016). How Homepage Aesthetic Design Influences Users’ Satisfaction: Evidence from China. Displays, Vol. 42, p. 25-35.
3. The Effects of Innovation-Oriented Mission Statements on Innovation Performance and Non-Financial Business Performance
Zhang, H., Garrett, T., & Liang, X. (2015). The Effects of Innovation-Oriented Mission Statements on Innovation Performance and Non-Financial Business Performance. Asian Journal of Technology Innovation, Vol. 23, p. 157-171.
1. Communication Management
Wang. S., & Liang, X. (2010). Communication Management. Project Management, China Machine Press, Beijing (pp.272-306).
- BU7213 Data Analytics and Market Research
- BU7217 Research Methods
- BU7221 Marketing workshop