Dr Lucy Lu

Department: Marketing & Strategy

Office/Location: O1.57A, Ogmore Building, Cardiff School of Management, Llandaff Campus

Telephone: +44 29 2041 7047

Email: llu@cardiffmet.ac.uk

Staff Overview

​​​​Lucy is Senior Lecturer in Marketing Management. She has 14 years of experience in UK higher education. She received her PhD in Marketing from the Business School, Loughborough University in 2008. Prior to joining Cardiff School of Management, Lucy held academic positions at Northumbria, Newcastle, and Edinburgh Napier University. She had held role as Programme lead for MBA Leadership Practice and served as an external examiner for Msc. International Marketing Communication Programme at Lincoln University.

Lucy’s research primarily focuses on service marketing and consumer behavior. She is interested in understanding how organisations use technology in the delivery of services and co-create value with customers. Furthermore, her recent research has extended to the area of corporate social responsibility (CSR). Her latest study explores whether CSR programmes have a significant influence on customer-related responses in an international context.​


​​Current teaching

  • MBA7005 Strategic Global Marketing
  • MBA7003 Marketing
  • MKT7003 Modern Marketing Research
  • BSP5090 Marketing Research Methods
  • Dissertation Supervisions


Key Publications

​​Journal Articles

  • Colmekcioglu, N., Dineva, D and Lu, X (2021) “Hospitality and COVID-19: Bolstering Industrial Relationships in Times of a Crisis” International Journal of Contemporary Hospitality Management, Vol. 33 No. 4, pp. 1297-1318.
  • Jaworski, P. M, Lu X and Gertsch D (2020) History repeats? Chinese economic involvement in Africa. Strategic Change 29 (6): 645-648.
  • Dineva, D. Lu, X and Breitsohl, J (2019) Social media conflicts during the financial crisis: Managerial implications for retail banks, Strategic Change 28 (5): 381-386.
  • Lu, X., Liu, H-W and Rahman, M (2017) “The impact of corporate social responsibility on customer loyalty: A Case of Nike and Adidas in China”. Strategic Change, 26 (3), 251-260.
  • Harris, K., Baron, S, Lu, X (2015) “How customers ‘learn’ to work for retailers”, Journal of Marketing Management, 31 (17-18), 1747-1772.
  • Rafiq, M., Fulford, H and Lu, X (2013) “Building Customer Loyalty in Online Retailing: The Role of Relationship Quality”, Journal of Marketing Management 29(3/4), 494-517.
  • Rafiq, M., Lu, X and Fulford, H (2012) “Measuring Internet Retail Service Quality Using E-S-QUAL”, Journal of Marketing Management 28(9/10), 1159-1173.

Conference Proceedings

  • Lu, X and Blut, M (2023) Can perceived switching costs affect customer dysfunctional behaviour? 2023 THE 18TH INTERNATIONAL RESEARCH SYMPOSIUM ON SERVICE EXCELLENCE IN MANAGEMENT (QUIS18): RE-IMAGINING SERVICE TO ENHANCE HUMAN LIFE AND SOCIETY, Hanoi, Vietnam.
  • ​Lu, X and Deniva, D (2021) Sharing is not caring: Revisiting eWOM motivations and the role of extrinsic versus intrinsic motivation, 2021 eWOM Research Virtual Symposium, University of Southampton, UK.
  • Lu, X., Filieri, R and Rahman, M (2019) Harnessing the Influence of Social Media in Online Luxury Brand Communication 2019 Global Fashion Management Conference, Paris.
  • Lu, X and Rahman, M (2018) “Why Do we Like Commenting and Sharing in Social Media? An Online Approach of Luxury Brand Communication”, 2018 Global Marketing Conference, Tokyo.
  • Lu, X and Ensor, J (2017) “Modelling E-loyalty from an Integrative Perspective of Self-determination- A Case Study of ASOS.com”. The 8th EMAC Regional Conference- Bridging the Marketing /Theory practice Gap and the Competitiveness of New Europe, the West University of Timisoara, Romania.
  • Brunner C and Lu, X (2012) “The Influences of Corporate Social Responsibilities on Consumer Product Responses”, The 11th International Conference on Research in Advertising (ICORIA), Stockholm, Scandinavia.
  • Rafiq, M., Fulford H and Lu, X (2012) “Building Loyalty in E-Tailing: The Role of Perceived Relationship Investment and Relationship Quality “, European Marketing Academy Conference, Lisbon, Portugal.
  • Cassidy. K., Baron. S., Eades, E., Elliott, D and Lu, X (2010) “How Consumers Learn to Work for Retailers” The 18th International Colloquium in Relationship Marketing, Henley Business School, University of Reading.
  • Rafiq, M., Fulford, H and Lu, X (2008) “An Assessment of the Validity and Dimensionality of E-S-QUAL as a Measure of Internet Retail Service Quality”, Australian and New Zealand Marketing Academy Conference, The University of Western Sydney.
  • Rafiq, M., Fulford, H and Lu, X and Ellis-Chadwick, F (2008) “Measuring Internet Retail Service Quality Using E-S-QUAL”, European Marketing Academy Conference, The University of Brighton, Brighton.
  • Lu, X., Fulford, H and Rafiq, M (2005) “Relationship Quality in Internet Grocery Shopping”, The IADIS International Conference WWW/Internet, Lisbon, Portugal.

Other Projects and activities

External Links