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李佩芳 助理教授



Assistant Professor Pei-Fang Li 

PhD in Marketing, Oxford Brookes University, UK


Research methods, consumer behaviour, services marketing, and statistics



  • Lecturer for Business Studies HAN University of Applied Sciences, the Netherlands
  • Supervisor for International Business Project Supervision Henley Business School, University of Reading, UK
  • Associate Lecturer for Research Methodology QA Business School, Ulster University (Birmingham Campus), UK
  • Associate Lecturer for Product and Brand Management Oxford Brookes University, UK
  • Product Manager, DTC Cortex Consulting Limited, Taiwan
  • Exchanges Officer, British Council, Taiwan

Journal Papers

  1. Liang, S. W-J., Chang, H-F., Li, M. P-F. (2017) "Luxury Buying Behavior in Online Environment: A Case Study of Designer Handbags", International Journal of Trend in Research and Development, 4 (4), 431-435

Conference Papers

  1. Asmussen, B., Postler, K., Butler, A., Canter, A., Thomson, S., MacFarlane, G., Michels, N., Budhathoki, T., Wider, S., Li, M. P-F. (2015) “How do you conceptualise branded content?  An exploration of marketing communications discourse.” Paper accepted for the Academy of Marketing Annual Conference: The Magic in Marketing, University of Limerick, Ireland, 7-9 July 2015.
  2. Li, M. P-F., Bowen, D., Ekinci, Y. (2014) “Technology paradoxes: UK and Taiwanese mobile phone markets’’. Paper presented at the Academy of Marketing Conference, Bournemouth, July 2014 (PhD Bursary awarded by The Marketing Trust)
  3. Li, M. P-F., Bowen, D., Ekinci, Y. (2013) “The influence of culture on consumers’ perceptions of paradoxes of mobile technology and attitudinal loyalty – Preliminary findings’’. Paper presented at the Academy of Marketing Conference, Cardiff, July 2013


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