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Dr Xuemei Bian
Senior Lecturer in Marketing, Business School of the University of Kent, UK


After being awarded a BSc in International Business in 1993, Dr Bian worked in a number of business sectors for almost 10 years. She was the General Manager of Avenue Ticket & Label Manufacturing Ltd (subsidiary of ADS Worldwide Ltd). Before she joined ADS Worldwide Ltd, Dr Bian was the Director and Company Secretary of Tangshan (UK) Ltd. Dr Bian then completed an MSc in Management Research at the University of Glasgow in 2003.

Subsequently, she was awarded a PhD in Marketing with a result of no corrections after ‘viva voce’ in 2006. Before joining the Business School of the University of Kent as a Senior Lecturer in Marketing, Dr Bian held faculty posts at the University of Hull and University of Nottingham for a number of years. Dr Bian currently holds a visiting professor post at Wuhan University of Technology. She has also been a consultant to both Chinese and British companies.


Dr Bian’s research interest is in consumer behaviour, branding and advertising, with a focus on how judgments, evaluations and choice vary as a function of different choice-making strategies. She has established an international reputation and recognition in two main research areas: 1) Consumption behaviour of counterfeit products; and, 2) advertising and consumer behaviour with a focus on the effects of model features (e.g., body size and facial expression) on brands and products. She is one of the leading authorities in the field of consumer and counterfeit studies. Her research papers have appeared in a number of leading marketing and social psychology journals that include Journal of Business Research, European Journal of Marketing, British Journal of Social Psychology, Journal of Consumer Behaviour, Advances in Consumer Research, Journal of Product and Brand Management, The Marketing Review, and Journal of Brand Management etc.


Dr Bian serves on the Editorial Board of the Journal of Marketing Communication (2011 to present). She also reviews for a number of leading marketing journals, including Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Marketing Letters, Journal of Applied Social Psychology, International Marketing Review, and Journal of Product and Brand Management.


Dr Bian’s research has attracted great attention from both media and practitioners in recent years. Dr Bian’s research work has also featured in national and international popular outlets such as Huffington Post, Marie Claire, BBC Radio Kent, Refinery29, Fucsia, and a number of online news websites etc. She has been invited by the UK Trading Standards (as a consumer behaviour expert) to serve as a panel member of the plenary session at their annual conference and has also been invited to give a talk at the IP Roadshow organised by Anti-Counterfeiting Group. Anti-Counterfeiting Group has invited Dr Bian to put her articles in study of counterfeiting related consumption behaviour on the group’s website.


Dr Bian’s most recent paper has been included in Elsevier’s Newsletter for Science Journalists (2016). Her paper titled “New Psychological Insights into Unethical Counterfeit Consumption” is the “Top Rated” paper in the Journal of Business Research. Dr Bian has regularly been invited by popular outlets, such as The Sunday Times and BBC Radio Kent, to give expert comments on consumer related topics. She has also been invited to present a commentary piece concerning a WTO trading dispute between two countries.

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