Dr. Liwu Hsu Associate Professor, College of Business Contact 301 Sparkman DriveBusiness Administration BuildingRoom 364Huntsville, AL 35899 Campus Map 256.824.6808liwu.hsu@uah.edu Biography Curriculum Vitae Education Ph.D., Marketing, Boston University, Boston, MA, 2012 MA, Applied Statistics, University of Pittsburgh, Pittsburgh, PA, 2006 MBA, National Dong-Hwa University, Taiwan, 2002 Bachelor in Business Administration, National ChengChi University, 2000 Honors & Awards College of Business Faculty Award, University of Alabama in Huntsville, 2018 Richard A. Witmondt Faculty Fellowship Award, 2017 Best Paper Award, International Society of Franchising, 2016 Best Paper Research Award, CBA, University of Alabama in Huntsville, 2015-2016 Outstanding Research by a Doctoral Student Award, Boston University 鈥� School of Management, 2012 Mark McDaniel, Henri McDaniel & Robert "Bud" Cramer Faculty Award, 2015-2016; 2016-2017 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition, Marketing Science Institute, 2011 American Marketing Association, Sheth Foundation Doctoral Consortium Fellow, 2011 Doctoral Research Grant, Boston University鈥揝chool of Management, 2009-2010 Doctoral Fellowship, Boston University, 2007-2011 Affiliations Faculty advisor for the Marketing & Management Club Expertise Marketing & Financial Performance Branding & Social Media Distribution Channel Econometrics Methods Research Recent Publications Hsu, Liwu, Jie J. Zhang, and Benjamin Lawrence (2020), “The Moderating Role of Hotel Type on Advertising Expenditure Returns in Franchised Chains,” Journal of Advertising, DOI: 10.1080/00913367.2020.1809032 Zhang, Jie J., Benjamin Lawrence, and Liwu Hsu (2019), "Cooperative and Localized Investments in Hotel Franchising: Moderating Effects of Franchisee Dependence" Presented at POMS 39th Annual Conference, Washington D.C. Monga, Alokparna Basu, and Liwu Hsu (2018), "How Consumers’ Styles of Thinking Can Control Brand Dilution," GfK Marketing Intelligence Review, 10 (1), 40-45. Michael Giebelhausen, Benjamin Lawrence, Helen Chun, and Liwu Hsu (2017), “The Warm Glow of Restaurant Checkout Charity,” Cornell Hospitality Quarterly, 58 (4), 329-341. Hsu, Liwu, Patrick Kaufmann, and Shuba Srinivasan (2017), “How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?,” Journal of Retailing, 93 (3), 350-368. Kashmiri, Saim, Cameron Duncan Nicol, and Liwu Hsu (2017), “Birds of a Feather: Intra-industry Spillover of the Target Customer Data Breach and the Shielding Role of IT and Marketing Factors,” Journal of the Academy of Marketing Science, 45 (2), 208-228. Hsu, Liwu and Benjamin Lawrence (2016), “The Role of Social Media and Brand Equity During a Product Recall Crisis: A Shareholder Value Perspective,” International Journal of Research in Marketing, 33(1), 59-77. Hsu, Liwu, Susan Fournier, and Shuba Srinivasan (2016), “Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns,” Journal of the Academy of Marketing Science, 44(2), 261-280. - Finalist for the Best Paper published in the Journal of the Academy of Marketing Science for 2016. Hsu, Liwu, Elten Briggs, and Timothy Landry (2016), “The Influence of Attribute Displacement Performance on Customer Evaluation of Service Experiences,” in Proceedings of 2016 Academy of Marketing Science Conference, Orlando, FL. Lawrence, Benjamin, Liwu Hsu, and Jie J. Zhang (2016), “The Impact of Marketing Expenditures on Outlet Performance in Franchised Channels”, in Proceedings of the 30thInternational Society of Franchising Conference, Groningen, Netherlands. - Winner: International Society of Franchising 2016 Best Paper Award
