Huifeng Bai | Business, Management and Accounting | Best Researcher Award

Published on by Best Paper Awards

Dr. Huifeng Bai | Business, Management and Accounting | Best Researcher Award 

Senior Lecturer | Liverpool John Moores University | United Kingdom

Dr. Huifeng Bai demonstrates strong suitability for a Best Researcher Award, backed by extensive academic, professional, and research achievements across international marketing, consumer behaviour, and fashion marketing. Currently serving as Senior Lecturer in Marketing & Public Relations at Liverpool Business School, Liverpool John Moores University since 2018, he has consistently contributed to impactful teaching, research, and doctoral supervision, evidenced by the successful guidance of PhD candidates and ongoing supervision roles. His academic foundation includes a PhD in Marketing and multiple postgraduate qualifications from leading UK institutions, strengthening his methodological and theoretical expertise. Dr. Bai has published in ABS-ranked journals, served as a reviewer and editorial board member for respected academic journals, and secured competitive research funding, including projects supported by Research England and the Japan Society for the Promotion of Science. His research portfolio spans international marketing strategies, emerging market multinationals, fashion retailing, sustainability-focused consumption, and consumer behaviour in global contexts, highlighted by work related to hydrogen-fuel innovation and luxury fashion consumption. Beyond academia, his professional consultancy experience enhances the relevance and industry alignment of his research, advising firms on market entry, internationalisation, branding, and strategic growth in China and the UK. His international recognition is further demonstrated by visiting professorships in Japan and China, invited lectures across Europe, and external examiner roles in UK higher education institutions. Dr. Bai’s contributions reflect strong commitment to advancing global marketing knowledge, fostering cross-border academic collaboration, and supporting sustainability and innovation in consumer markets, positioning him as an impactful and forward-thinking scholar whose research, teaching excellence, and industry influence make him highly deserving of recognition as a Best Researcher Award candidate.

Profiles: Google Scholar | ORCID | ResearchGate | LinkedIn

Featured Publications

  1. Bai, H., Liu, H., & Smith, J. (2023). Internationalisation strategies of emerging market multinationals: Evidence from the fashion industry. Journal of International Marketing, 31(2), 45-63.

  2. Bai, H., Chen, Y., & Zhao, L. (2022). Consumer behaviour in pre-loved luxury fashion: Insights from Chinese consumers. Journal of Fashion Marketing and Management, 26(4), 512-530.

  3. Bai, H., & Wang, X. (2021). Sustainability in luxury fashion: Examining the role of consumer perception and brand strategy. SN Business & Economics, 1(7), 1-18.

  4. Bai, H., & Roberts, K. (2020). Market entry strategies for SMEs in emerging markets: A case study approach. International Marketing Review, 37(5), 843-864.

  5. Bai, H., & Li, J. (2019). Branding and internationalisation of emerging market multinational enterprises: Challenges and opportunities. European Journal of Marketing, 53(9), 1875-1897.

 

Dr. Huifeng Bai’s research advances global understanding of international marketing, consumer behaviour, and sustainable business practices, bridging academic theory with real-world industry applications. His work informs strategic decision-making for multinational enterprises, fosters innovation in emerging markets, and promotes socially responsible consumption, contributing meaningfully to both global business knowledge and societal impact.