Key details
Dr Jingxi Huang
Lecturer in Strategy and Sustainability
Dr. Jingxi Huang joined the Çï¿ûÊÓƵ in 2023 as a Lecturer in Strategy and Sustainability. She completed her PhD in Marketing at Lancaster University. Her academic journey also includes a Master's degree in Corporate Communications, Marketing, and Public Relations from the University of Leeds, along with Bachelor's degrees in Journalism from Central China Normal University and Economics from Wuhan University, both in China. Her PhD research focused on examining the impact of customers' trait reactance on customer behaviour within the context of green loyalty programs.
Research / Scholarly interests
Jingxi is a quantitative researcher. Her research interests primarily focus on Service Marketing and Consumer Behaviour, with a strong emphasis on sustainability. Jingxi is dedicated to improving the efficacy of marketing strategies, including green loyalty programs and advertising, to advance sustainable consumption, effectively bridging the divide between consumers and sustainability. Additionally, she also interests in exploring place attachment and its significant impact on sustainable behaviours.
Presentations
Conference Papers:
Huang, J., Daryanto, A., Hogg, M., Bruce, H. (2022). Locked Down then Locked In! Airline Loyalty Programs, Customer Retention Tactics and Impacts on Brand loyalty. 12th AMA SERVSIG Conference. Glasgow, June 2022.
Huang, J., Daryanto, A., Hogg, M., Bruce, H. (2022). Encouraging Consumers to Join Green Loyalty Programs: The Role of Message Framing and Negative Emotional Appeals. 30th Frontiers in Service Conference. Boston, June 2022.