Biography
Name
Chen, Hsiu-Li
E-Mail
[email protected]
Tel.
Education
Research and
Teaching Areas
28824564 ext.2898
Ph. D., National Taiwan University of Science and Technology)
Post Doctoral Researcher, Universities van Amsterdam)
International Marketing, Brand Management
Professional Experiences
Contents
1.
Promotion Committee of Ministry of Education, R.O.C.
2.
Chair professor of brand management course, Overseas
Compatriot Affairs Commission, R.O.C.
3.
2010-
-
2009-
-
1998-
-
2008
2008
1999.08
2002.07
1998.8
2002.12
Consultant, Corporate Synergy Development Center
(Brand management courses for Wacoal company and
Champion group Inc.)
4.
Review Committee of contracted Project, Small and
Medium Enterprise, Ministry of Economic Affairs
5.
Assistant Professor, National Taipei University of Science
and Technology
6.
Contracted Researcher, Chung Hua Institute for
Economic Research
(A) Journal Articles
Refereed paper
1. Chen, Hsiu-Li (2011). Experiential branding by a farm-based tourism factoring in
benchmarking process. Journal of Hospitality & Tourism Research, Revised. (SSCI)
2. Chen, Hsiu-Li and Jinn, Max Yii-Chi (2011). The compatibility of cause-related marketing
alliance on brand value: the mediating roles of customer’s trust and commitment.
1
International
Journal
of
Nonprofit
and
Voluntary
Sector
Marketing,
revised.
(Psychological Abstracts/PsycINFO; APA; ABI/INFORM)
3. Chen, Hsiu-Li and Cheng, Huei Wen (2011). e-Service quality and risk perception on
customer satisfaction and e-brand identity by gender difference. GSTF Business Review,
1(2) (forthcoming).
4. Chen, Hsiu-Li and Chiu, Yu-Chun (2011). The influences of internationalization and
marketing value activities of SMEs on brand value. Journal for SME development, 19
(March), 79-105.
5. Chen, Hsiu-Li (2011). Effects of information technology acceptance model, risk
perception, and e-service quality on e-brand identity. Proceedings of the Annual
International Academic Conference on Micro and Macro Economics, 39-43.
6. Chen, Hsiu-Li (2011). Effects of country-of-origin, consumer patriotism and values on
brand strength: a multi-attribute setting. International Proceedings of Economics
Development and Research, 267-272 (Dec). (IEEE; indexed by Thomson ISI)
7. Chen, Hsiu-Li (2010). Effects of country variables on brand strength: moderating by
cultural identification and brand life cycle. International Journal of Trade, Economics, and
Finance (IJTEF), 1(4) (Dec), 400-405.
8. Chen, Hsiu-Li and Chang, Zhu-Chun (2009). Country -of- origin effect on consumer’s
adoption of cultural & creative products. Chiao Da Management Review, 29(2), 21-45 (in
English) (TSSCI).
9. Chen, Hsiu-Li, (2009). Effects of country variables on young generation’s attitude
towards American products: a multi-attribute perspective. Journal of Consumer
Marketing, 26 (3), 143-154. (ABI/Inform)
10. Chen, Hsiu-Li (2009). Consumer risk perception and addictive consumption behavior.
Social Behavior and Personality, 37(6) (July), 767-780. (SSCI)
11. Chen, Hsiu-Li, (2009). Gray marketing: does it hurt the manufacturers? Atlantic
Economic Journal, 37(1) (February), 23-35. (EconLit)
12. Chen, Hsiu-Li and Chein, Tein-Cheng (2009). Testing the supply side policy effects in
cost control of Taiwan National Health Insurance reforms. Asian Journal of Health and
Information Sciences, 3 (1-4) (April), 92-107.
13. Chen, Hsiu-Li and Chao, Hasing-Ya（2009）. Branding for SMEs: the application of
conjoint analysis. Journal for SME development, 11(March), 113-140.
14. Chen, Hsiu-Li and Yeh, Cheng-Ming. The brand switch behavior on market share
forecasting. Management Review, 26(3), 1-20 (lead article). (TSSCI)
2
15. Chen, Hsiu-Li, (2007). Gray marketing and its impacts on brand equity. Journal of
Product and Brand Management, 16(4), 247-256. (ABI/Inform)
16. Chen, Hsiu-Li and Huang, Yean-Ming (2007). Brand building for SMEs: based on
corporate core value. Journal for SME development, 3 (March), 135-158.
17. Chen, Hsiu-Li and Chein, Tein-Cheng (2006). Policy-acceptances of Taiwan’s National
Health Insurance Reforms: an investigation from suppliers’ aspects. Pan-Pacific
Management Review, 9(2), July, 19-41.
18. Chen, Hsiu-Li, (2006). Risk perception, addictive consumption, and consumer’s
purchasing behavior. International Advance in Economic Research, 12(1), February,
143. (EconLit)
19. Chen, Hsiu-Li (2005). A competence-based strategic management model factoring in
key success factors and benchmarking. Benchmarking: An International Journal, 12
(4), April, 364-382. (ABI/Inform) (Emerald Literati Network 2006 Highly commended
Award)
20. Chen, Hsiu-Li (2004). Gray marketing and the profit analysis of the manufacturer. NTU
Management Review, 15(1), 167-186. (TSSCI)
21. Chen, Hsiu-Li and Huang, Yophy (2004). The establishment of global marketing
strategic alliances by small and medium enterprises: an enterprise’s diagnostic
approach. Small Business Economics, 22(5), 365-377. (SSCI, EconLit)
22. Chen, Hsiu-Li (2004). Testing the role of country of origin in consumer adoption of new
products. International Advance in Economic Research, 10(3), 245. (EconLit)
23. Chen, Hsiu-Li (2002). Benchmarking and quality improvement – a quality
benchmarking deployment approach. International Journal of Quality and Reliability
Management, 19 (6), 757-773. (ABI/Inform)
24. Chen, Hsiu-Li (2002). Gray marketing and unfair competition. Atlantic Economic
Journal, 30 (2), June, 196-204. (EconLit)
25. Chen, Hsiu-Li (2000). On the equivalence of tariffs and quotas with endogenous
technology choice. Journal of Economic Development, 25(2), Dec. 55-67. (EconLit)
26. Wu, Couchen and Chen, Hsiu-Li (2000). Counting your customers: compounding
Customer’s in- store decisions, interpurchase time and repurchasing behavior.
European Journal of Operational Research, 127(1), 109-119. (SCI)
27. Wu, Couchen and Chen, Hsiu-Li (2000). A consumer purchasing model with learning
and departure behavior. Journal of the Operational Research Society, 51(5), 583-591.
(SCI, SSCI)
3
28. Hsueh, Li-Min and Chen, Hsiu-Li (1999). Analysis of Taiwan's home ownership rate
changes in the 1980s. Asian Economic Journal, 13(4), 367-388. (EconLit)
29. Chen, Hsiu-Li and Wu, Couchen (1998). Testing Taiwan's high home ownership rate in
the 1980s. Singapore Economic Review, 42(1), 73-93. (EconLit)
30. Chen, Hsiu-Li, (2001). The equivalence effects of tariffs and quota. Taipei Economic
Inquiry, 36 (2), 105-120. (TSSCI)
31. Hsueh, I Ming and Chen, Hsiu-Li (1998). A comparison of household expenditure by
tenure choice: Taiwan evidence. Journal of Housing Studies, 7 (August), 21-40.
(TSSCI)
32. Hsueh, Li-Ming and Chen, Hsiu-Li, (1997), Testing Taiwanese ownership rate in the
1980s. Journal of Housing Studies, 6 (August), 27-48. (TSSCI)
Non-refereed papers
33. Yophy Huang and Hsiu-Li Chen (2001). The competitive position of Taiwan’s maritime
transportation- the QBD approach. Economic Outlook, 74, 123-126 (in Chinese).
34. Chen, Hsiu-Li (1998). On the social welfare of optimal proportion of government share
in a joint state-private enterprise. Economic Outlook, 60, 90-93 (in Chinese).
35. Chen, Hsiu-Li (1998). Does gray marketing improve social welfare? Economic Outlook,
59, 85-88 (in Chinese).
36. Chen, Hsiu-Li (1997). An outlook of the mutual fund management in Taiwan. Economic
Outlook, 54, 97-100 (in Chinese).
(B) Presented conference papers
1.
Chen, Hsiu-Li (2011). Effects of information technology acceptance model, risk
perception, and e-service quality on e-brand identity. the Annual International
Conference on Micro and Macro Economics in Singapore. (Sponsored by Ming Chuan
University)
2.
Chen, Hsiu-Li (2010). Effects of country-of-origin, consumer patriotism and values on
brand strength: a multi-attribute setting. International Conference of E-Business,
Management and Economics in Hong Kong. (sponsored by NSC)
3.
Chen, Hsiu-Li (2010). The congruence of consumer self-concept and brand image on
purchase intention. the 69th International Atlantic Economic Conference in Prague,
Chez Replica (March). (sponsored by NSC)
4.
Chen, Hsiu-Li (2009). International gray marketing: evidence on product attributes and
consumer exploratory tendency. ACE International Conference in Hong Kong
(December). (sponsored by NSC)
4
5.
Chen, Hsiu-Li (2008). Consumer’s segmentation in the elderly market: a conjoint
analysis. the 65th International Atlantic Economic Conference in Warsaw, Poland
(April). (sponsored by NSC)
6.
Chen, Hsiu-Li (2007). Experiential aspect, brand value chain, and brand building by
small and medium service enterprises. the 63rd International Atlantic Economic
Conference in Madrid, Spain (March). (sponsored by NSC)
7.
Chen, Hsiu-Li (2006). Gray marketing and the impact on brand equity. the 61st
International Atlantic Economic Conference in Berlin, Germany (March). (sponsored by
NSC)
8.
Chen, Hsiu-Li (2005). Consumer risk perception, additive behavior, and purchasing
decision. the 59th International Atlantic Economic Conference in London, England
(March). (sponsored by NSC)
9.
Chen, Hsiu-Li (2003). Testing the role of country of origin in consumer adoption of new
products. the 56th International Atlantic Economic Conference in Quebec, Canada.
(sponsored by NSC)
10. Chen, Hsiu-Li (2003). Parallel importation: the profit analysis for manufactures with
authorized agents. the 56th International Atlantic Economic Conference in Quebec,
Canada. (sponsored by NSC)
11. Chen, Hsiu-Li (2002). Gray marketing: an economic perspective. the 53rd International
Atlantic Economic Conference in Paris, France. (sponsored by NSC)
12. Chen, Hsiu-Li (2002). International product penetration and marketing strategies:
investigating from adoption process and using behavior. the 53rd International Atlantic
Economic Conference in Paris, France. (sponsored by NSC)
13. Chen, Hsiu-Li (2001). Grey marketing and the unfair competition. the 51st International
Atlantic Economic Conference in Athens, Greece. (sponsored by NSC)
14. Chen, Hsiu-Li (2001). “Benchmarking and performance measurement —A Quality
Benchmarking Deployment Approach,” the 51st International Atlantic Economic
Conference in Athens, Greece. (sponsored by NSC)
15. Chen, Hsiu-Li and Yophy Huang (2001). Global market strategies for Taiwan’s small
and medium enterprises—global strategic alliance in marketing. the 46th ICSB
Conference in Taipei.
16. Chen, Hsiu-Li (2000). Country and product images: an investigation from consumer
purchasing process. the 49th International Atlantic Economic Conference in Munich,
Germany. (sponsored by NSC)
5
17. Chen, Hsiu-Li (2000). On the equivalence of tariffs and quotas with endogenous
technology choice. the 49th International Atlantic Economic Conference in Munich,
Germany. (sponsored by NSC)
18. Chen, Hsiu-Li (1999). Testing the bubble economy on Taiwan’s homeownership
Rates. the 47th International Atlantic Economic Conference in Vienna, Austria.
(sponsored by NSC)
19. Hsueh, Li-Min and Chen, Hsiu Li (1998). An analysis of Taiwan's home ownership rate
changes in the 1980s. Chinese University, Hong Kong.
(C) Books and Book Chapters
1.
Chen, Hsiu-Li (2005). The global activities and stage of marketing strategies for
Taiwan’s SMEs. White Paper On Small And Medium Enterprises In Taiwan (Ch. 5),
Small and Medium Enterprise Administration of The Ministry of Economic Affairs.
2.
Chen, Hsiu-Li translated (2004). Building the brand-driven business—operationalize
your brand to drive profitable growth, Scott, D. M. and Dunn, M., Corporate Synergy
Development Center.
3.
Chen, Hsiu-Li translated (2003). The collective learning of organization, Liam Fahey &
Robert M. Randall, Corporate Synergy Development Center.
4.
Chen, Hsiu-Li translated (2000). Multinational management- a strategic approach,
Cullen John B. Hua Tai Book Co.
5.
Chen, Hsiu-Li translated (1999). The portable MBA strategy, Liam Fahey & Robert M.
Randall, Business Weekly.
(D) Research projects (NSC)
1. Chen, Hsiu-Li (2011). Self concept and the congruity of self-image on brand preference
and brand relationship. NSC 99-2410-H-130-0262. Chen, Hsiu-Li (2010). The exploration of brand building in Asia: based on self-concept,
personality, and brand life cycle. NSC 98-2410-H-130-0063. Chen, Hsiu-Li (2009). Gray marketing: examining form consumer exploratory tendency.
NSC-97-2410-H-130-0194. Chen, Hsiu-Li (2008). Segmentation, product repositioning and e-WOM strategy for grey
market. NSC-96-2416-H-130-0045. Chen, Hsiu-Li (2007). Experiential aspect, brand value chain and brand building for
Taiwan’s SMEs. NSC-95-2416-H-130-0116. Chen, Hsiu-Li (2006). The impacts of gray marketing on brand equality and brand value.
NSC-94-2416-H-130-0026
7. Chen, Hsiu-Li (2005). Value, country image and product attitude toward American
products: across cultural analysis. NSC-93-2416-H-130-0018. Chen, Hsiu-Li (2004). Risk perception, additive behavior and consumer purchase
behavior. NSC-92-2416-H-130-0029. Chen, Hsiu-Li (2003). The effect of country of origin on the diffusion of global new
products. NSC-91-2416-H-130-021-SSS
10. Chen, Hsiu-Li (2002). The Influence of country of origin effects on the positioning of
global products. NSC-90-2416-H-130-021-SSS
11. Chen, Hsiu-Li (2001). The purchase decision of global consumers: country of origin
and brand image effects. NSC-89-2416-H-130-042-SSS
(E)Thesis Awards
Attitude as mediator on consumer
Ho, Chia-Ju
purchase intention: moderating by
advertising and persuade path
◎2010 National Management
Thesis Awards
Internationalization and marketing
Chiu, Yu-Chun
activities of overseas SMEs on alliance ◎2010 National Management
satisfaction and brand value: moderating Thesis Awards
by industry intensive
Internationalization and marketing
Chiu, Yu-Chun
activities of overseas SMEs on alliance Medium Enterprise Thesis
satisfaction and brand value
Consumer variety seeking and brand
Chu, Szu-Hsuan switch behavior: moderating by product
complementary
Chao, Hsaing-Ya
Wang, Tan Yun
Using conjoint analysis on SMEs’ brand
building
Awards (Excellent Thesis)
◎2009 National Management
Thesis Awards
◎2008 the 13th Small and
Medium Enterprise Thesis
Awards (Excellent Thesis)
Cause- related marketing on brand
◎2007 ING Antai Master
value: mediating by customer trust and
Thesis Awards (Outstanding
commitment
Performance)
The fits of brand and product on brand
Shih, Jing-Min
◎2010 the 15th Small and
attitude toward brand alliance and
purchase intention
7
◎2007 ING Antai Master
Thesis Awards
Yeh, Cheng-Ming
Chang, Chih-Chun
Consumer brand choice and brand
switch: an application of Markov theory
◎2006 Antai Master Thesis
Awards (Outstanding
Performance)
Country image on consumer adoption of ◎2006 ING Antai Master
cultural and creative products
Thesis Awards
Experiential marketing on brand equality: ◎2006 the 11th Small and
Hsu, Ming-Chih an investigation on a small farm-based
Hsu, Yu-Ting
Huang, Yen-Ming
Su, Wen-Chi
Su, Wen-Chi
Medium Enterprise Thesis
resort
Awards
Brand building for small and medium
◎2006 Public Issue
non-profit organizations
Competition Awards
The establish of SMEs’ brand: based on
core competitive values
◎2005 the 10th Small and
Medium Enterprise Thesis
Awards (Excellent Thesis)
The Impact of marketing variables on
◎2005 ING Antai Master
SMEs survival rate
Thesis Awards
The Impact of marketing variables on
SMEs survival rate
◎2005 the 10th Small and
Medium Enterprise Thesis
Awards
8