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Dr Melanie (Tao) Xue

Lecturer in Marketing


I joined Kingston Business School  as a Lecturer in Marketing in 2015. Prior to the current post, I studied and worked in Durham University Business School where I completed my PhD and Sheffield Hallam University as a Lecturer in Marketing. My research interests cover topics in Consumer Behaviour, Psychological Distance, Cause-related Marketing, Co-Branding/Brand Alliances Strategies, and Social Media Communications.

Areas of specialism

  • Consumer Behaviour
  • Psychological Distance
  • Cause-related Marketing
  • Co-branding/Brand Alliances
  • Social Media Communications


  • PhD
  • MA
  • MA
  • BA
  • FHEA

Professional membership

  • American Marketing Association
  • Academy of Marketing Science
  • European Marketing Academy


Number of items: 4.

Conference or Workshop Item

Singh, Jaywant, Quamina, La Toya and Xue, Melanie (2017) ' 10 million followers and counting ': how digital brand alliances between online influencers and brands impact consumer value perceptions. In: 45th Academy of Marketing Science (AMS) Annual Conference; 24 - 26 May 2017, Coronado Island, U.S..

Xue, Melanie, Singh, Jaywant and Farashah, Ali Dehghanpur (2017) ‘Rising by sin’: consumer evaluation of social cause-brand alliances in stigmatised and non-stigmatised industries. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World; 17-19 Feb 2017, Orlando, Florida, U.S..

Xue, Tao, Xiao, Sarah Hong and Iyer, Gopalkrishnan (2015) Psychological distance in cause-related product buying decisions: a scenario based investigation. In: 2015 Academy of Marketing Science (AMS) World Marketing Congress: Rediscovering the Essentiality of Marketing; 14-18 Jul 2015, Bari, Italy.

Xue, Tao and Xiao, Sarah (2014) Beyond helping: the role of psychological distance in cause-related product buying decisions. In: 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions; 3-6 Jun 2014, Valencia, Spain. ISBN 9788437094533

This list was generated on Tue Jul 17 04:32:52 2018 BST.

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