Xuemei Bian

Dr. Xuemei Bian is Professor in Marketing at University of Northumbria, EDI Lead of MOS and Innovation Fellow of the British Academy 2022/23. She is an advisor to the UK Intellectual Property Office (IPO), the national government agency, which operates and maintains a clear and accessible intellectual property system in the UK to encourage innovation and helps the economy and society to benefit from knowledge and ideas. Between November 2020 and June 2021, she served IPO’s Exhaustion of Intellectual Property Rights evidence sub-group in her capacity as advisor. She currently holds the visiting professor role at Tianjin University and is also Adjunct Professor at Michigan State University. Her main research interests are in consumer behavior, branding and advertising, with a focus on how judgments, evaluations and choice vary as a function of different decision-making strategies. She has established and sustained an international reputation and recognition in three main research areas: 1) consumption behavior; 2) branding and brand management, and 3) effective advertising with a focus on the influences of advertising appeals on brands, consumer well-being, and behavioral tendency.

She is one of the leading scholars in the field of consumer and counterfeit studies. Her research has appeared in many journals of international repute, such as Journal of Business Research, European Journal of Marketing, Marketing Letters, British Journal of Social Psychology, International Business Review, Journal of Brand Management, International Journal of Consumer Studies, Journal of Consumer Behavior, Advances in Consumer Research, Journal of Product and Brand Management, and The Marketing Review among others. Her paper titled “New Insights into Unethical Counterfeit Consumption” was selected and included in Elsevier’s Newsletter for Science Journalists (2016) and is the “Top Rated” paper in the Journal of Business Research.

Her research has attracted media attention in recent years and has featured in national and international popular outlets and trade magazines such as Huffington Post, Marie Claire, BBC Radio Kent, Refinery29, Fućsia (Colombia), The World Trademark Review, Luxury Daily (USA), and numerous online news websites. She is a regular contributor to national and international popular outlets, including The Sunday Times and BBC Radio Kent, commenting on consumer related topics.