Prof. Esther Qianqian LIU (劉倩倩) - Faculty of Business Administration

estherliu@um.edu.mo

+853 8822-4325

E22-2070
Faculty of Business Administration
University of Macau, E22
Avenida da Universidade,
Taipa, Macau, China

Doctor of Philosophy, Marketing, Hong Kong Polytechnic University (2024)
Visiting Scholar, Marketing, University of Alberta (2023)
Bachelor of Business Administration in Marketing, Shanghai University of Finance and Economics (2019)

Assistant Professor, Faculty of Business Administration, University of Macau, Macau SAR (September 2024 to present)

Huang, Feifei, Rafay A. Siddiqui, and Qianqian Liu (2025), “Sustainability Cues Can Delay Consumption,” Journal of Consumer Research, ucaf050. https://doi.org/10.1093/jcr/ucaf050 [Equal Authorship]
Liu, Qianqian Esther, Dongjin He, and Yuwei Jiang (2025), “Loose= Fun? How Interstitial Space in Brand Logos Affects Product Perception,” Journal of Business Research, 192, 115295. https://doi.org/10.1016/j.jbusres.2025.115295
He, Dongjin, Qianqian (Esther) Liu, Xing-Yu (Marcos) Chu, Meng Wang, and Yuwei Jiang (2025), “Gifts to Say Goodbye: Consumer Preferences for Farewell Gifts,” Journal of Business Research, 199, 115553. https://doi.org/10.1016/j.jbusres.2025.115553

Liu, Qianqian (Esther), Dongjin He, and Yuwei Jiang, “What Comes First in the Time of Need,” Asia-Pacific Association for Consumer Research 2024 Annual Conference, Bali, Indonesia. [Best Poster]
Liu, Qianqian (Esther) and Feifei Huang, “Exploring Used Products Consumption,” Asia-Pacific Association for Consumer Research 2024 Annual Conference, Bali, Indonesia.
Liu, Qianqian (Esther) and Feifei Huang, “Exploring Used Products Consumption,” Society for Consumer Psychology 2024 Annual Conference, Nashville, USA. [Best Poster]
Vijayakumar, Suhas, Qianqian (Esther) Liu, and Yuwei Jiang, “The Role of Recommender’s Age in WoM Context,” Association for Consumer Research 2023 Annual Conference, Seattle, USA. [Special Session, Session Chair]
Liu, Qianqian (Esther) and Feifei Huang, “Exploring Used Products Consumption,” Association for Consumer Research 2023 Annual Conference, Seattle, USA.
Liu, Qianqian (Esther), Dongjin He, and Yuwei Jiang, “What Comes First in the Time of Need,” European Association for Consumer Research 2023 Annual Conference, Amsterdam, the Netherlands.
Liu, Qianqian (Esther) and Feifei Huang, “Exploring Used Products Consumption,” The Australian and New Zealand Marketing Academy 2022 Annual Conference, Virtual.