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Rong Li

Rong Li

Date of entry: Fall 2016

Expected graduation date: Summer 2021

Current phase of study: Phase III (Thesis)
Specialization: Marketing

Status: Full-time student

Research Interests: Consumer behavior, social media and digital marketing, branding, cross-cultural marketing, retailing



  • Laroche, Michel, Rong Li*, Marie-Odile Richard, and Muxin Shao (in press). "Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements." Journal of Product & Brand Management


Conference Presentations (*presenter)

  • 2018     Li, Rong*, Michel Laroche, Marie-Odile Richard, and Lu xu, “Should You Advertise Your Brand with Accents? Studying the Joint Effects of Accent and Language in the Chinese Advertising Context”, paper presented at Academy of Marketing Science World Marketing Congress (WMC), Porto, Portugal.
  • 2019     Li, Rong*, Michel Laroche, Marie-Odile Richard, and Muxin Shao, “What Affects Purchase Intentions toward Global Brands with Chinese Elements? The Moderating Role of Acculturation” to be presented at the 18th Cross-Cultural Research Conference associated with Journal of Business Research, San Juan, Puerto Rico.


Previous thesis title

  • “DESI(RED) brand, ADMI(RED) cause and INSPI(RED) consumer: An investigation into a cause-related brand (RED)”, MSc (Management), The University of Sheffield (2011)


Academic degrees

  • MSc, Management, The University of Sheffield, United Kingdom, 2012
  • B.S., Economics - International Trade, University of International Business and Economics, China, 2006


Academic and Teaching experience

  • Sole Instructor, Introduction to Marketing, Concordia University, Jan. 2020 – Apr. 2020        
  • Research Assistant, Concordia University, 2017 – present,
  • Teaching Assistant, Concordia University, 2021 Winter semester


Professional experience

  • Reviewer, 2020 ASAC (Administrative Sciences Association of Canada) Conference
  • Ad hoc reviewer, Journal of Business Research Special Issue on Cross-Cultural Research Current Topics and Challenges
  • Ad hoc reviewer, International Journal of Consumer Studies
  • Training Manager & English Teacher, Department of Language Learning Center, Gaosi Education, Beijing, China, 2012 – 2015
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