Rebuilding the middle ground for reconnected societies via diversity and inclusion engaged marketing (DIEM)

Bridging cognitive and technological perspectives for AI-assisted decision-making in policy and business: A conceptual model
Liu, Y. and Cui, C. 2025. Bridging cognitive and technological perspectives for AI-assisted decision-making in policy and business: A conceptual model. 2025 Global Marketing Conference at Hong Kong. Hong Kong 24 - 27 Jul 2025

Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing
Cross, S., Galalae, C., Licsandru, T., Martin Ruiz, V., Cui, C., Mari, C., Vorster, L., Yoruk, I. and Johnson, E. 2025. Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing. European Journal of Marketing. Advanced online publication. https://doi.org/10.1108/EJM-04-2024-0326

Multi-Ethnic Marketing: Coca-Cola’s “America Is Beautiful”
Licsandru, Tana Cristina and Cui, Charles Chi 2024. Multi-Ethnic Marketing: Coca-Cola’s “America Is Beautiful”. The Business & Management Collection. 2024 (9), p. e1007287. https://doi.org/10.69645/hphy3728

Ethnic marketing: the good, the bad and the unknown
Licsandru, Tana Cristina and Cui, Charles Chi 2024. Ethnic marketing: the good, the bad and the unknown. The Business & Management Collection. 2024 (4), p. e1006254. https://doi.org/10.69645/wtlr9603

A multi-contextual lens on racism and discrimination in the multicultural marketplace
Galalae, C, Kipnis, E., Cui, C., Johnson, E., Licsandru, T., Vorster, L., Demangeot, C., Kearney, S., Mari, C., Ruiz, V.M., Pullig, C. and Lindsey-Warren, T.M. 2023. A multi-contextual lens on racism and discrimination in the multicultural marketplace. Journal of the Association for Consumer Research. 8 (1). https://doi.org/10.1086/722704

Ethnic marketing: the good, the bad and the unknown
Licsandru, T.C. and Cui, C. 2022. Ethnic marketing: the good, the bad and the unknown. in: Brodowsky, G., Schuster, C. and Perren, R. (ed.) Handbook of Research on Ethnic and Intra-cultural Marketing Edgar Elgar Publishing.

How consumers’ need for variety and social consumption influences festival patronage and spending
Waehning, N., Cui, C., Cabras, I. and Bian, X. 2022. How consumers’ need for variety and social consumption influences festival patronage and spending. Event Management. 26 (7), pp. 1549-1563. https://doi.org/10.3727/152599522X16419948391087

Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing
Kipnnis, E., Demangeot, C., Pullig, C., Cross, S., Cui, C., Galalae, C., Kearney, S., Licsandru, Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L. and Williams, J. 2021. Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing. Journal of Public Policy & Marketing. 40 (2), pp. 143-164. https://doi.org/10.1177/0743915620975415

Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption
Mrad, M. and Cui, C. 2020. Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research. 113, pp. 399-408. https://doi.org/10.1016/j.jbusres.2019.09.023

Brand addiction in the contexts of luxury and fast-fashion brands
Mrad, M., Majdalani, J., Cui, C. and Khansa, Z. El 2020. Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services. 55 (July) 102089. https://doi.org/10.1016/j.jretconser.2020.102089

Ethnic marketing to the global millennial consumers: Challenges and opportunities
Licsandru, T.C. and Cui, C. 2019. Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research. 103, pp. 261-274. https://doi.org/10.1016/j.jbusres.2019.01.052

Subjective social inclusion: A conceptual critique for socially inclusive marketing
Licsandru, T.C. and Cui, C. 2018. Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research. 82, pp. 330-339. https://doi.org/10.1016/j.jbusres.2017.08.036

Brand addiction: Exploring the concept and its definition through an experiential lens
Cui, C., Mrad, M. and Hogg, M. 2018. Brand addiction: Exploring the concept and its definition through an experiential lens. Journal of Business Research. 87 (February), pp. 118-127. https://doi.org/10.1016/j.jbusres.2018.02.028

Asia’s materialists: Reconciling collectivism and materialism
Awanis, S., Schlegelmilch, B.B. and Cui, C. 2017. Asia’s materialists: Reconciling collectivism and materialism. Journal of International Business Studies. 48 (8), pp. 964-991. https://doi.org/10.1057/s41267-017-0096-6

Brand addiction: Conceptualization and scale development
Mrad, M. and Cui, C. 2017. Brand addiction: Conceptualization and scale development. European Journal of Marketing. 51 (11-12), pp. 1938-1960. https://doi.org/10.1108/EJM-10-2016-0571

Consumer xenocentrism in China: an exploratory study
Mueller, R., Wang, G.X., Liu, G. and Cui, C. 2015. Consumer xenocentrism in China: an exploratory study. Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 73-91. https://doi.org/10.1108/APJML-11-2014-0158

Consumer susceptibility to the credit card misuse and indebtedness
Awanis, S. and Cui, C. 2014. Consumer susceptibility to the credit card misuse and indebtedness. Asia Pacific Journal of Marketing and Logistics. 26 (3), pp. 408-429. https://doi.org/10.1108/APJML-09-2013-0110

Editorial: Multicultural perspectives in customer behavior
Cui, C. and Piacentini, C.C. 2010. Editorial: Multicultural perspectives in customer behavior. Journal of Marketing Management. 26 (11-12), pp. 993-1004. https://doi.org/10.1080/0267257X.2010.508969

Factors facilitating and impeding the development of export market-oriented behavior: a study of Hong Kong manufacturing exporters
Cadogan, J., Cui, C., Morgan, R. and Story, V.M. 2006. Factors facilitating and impeding the development of export market-oriented behavior: a study of Hong Kong manufacturing exporters. Industrial Marketing Management. 25 (5), pp. 634-647. https://doi.org/10.1016/j.indmarman.2005.06.014

A Cross-cultural study of the role of religion in consumers’ ethical positions
Cui, C., Cornwell, B., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A. and Chan, Joseph 2005. A Cross-cultural study of the role of religion in consumers’ ethical positions. International Marketing Review. 22 (5), pp. 531-546. https://doi.org/10.1108/02651330510624372.

Measuring consumers’ ethical position in Austria, Britain, Brunei, Hong Kong, and USA
Cui, C., Michell, V., Schlegelmilch, B. and Cornwell, B. 2005. Measuring consumers’ ethical position in Austria, Britain, Brunei, Hong Kong, and USA. Journal of Business Ethics. 62 (1), pp. 57-71. https://doi.org/10.1007/s10551-005-8501-7

Employee and customer perceptions of service quality – match or mismatch? A study of Chinese retail banking
Cui, C., Lewis, B. and X. Dong 2004. Employee and customer perceptions of service quality – match or mismatch? A study of Chinese retail banking. Journal of Asia Pacific Marketing. 3 (1), pp. 24-42.

Chinese export agents’ adoption of export market-oriented behaviours: measurement and performance relationship
Cadogan, J.W. and Cui, C. 2004. Chinese export agents’ adoption of export market-oriented behaviours: measurement and performance relationship. Journal of Asia Pacific Marketing. 32 (2), pp. 21-32.

Export market-oriented behavior and export performance: the moderating roles of competitive intensity and technological turbulence
Cadogan, J.W., Cui, C. and Kwok Yeung Li, E. 2003. Export market-oriented behavior and export performance: the moderating roles of competitive intensity and technological turbulence. International Marketing Review. 20 (5), pp. 493-513. https://doi.org/10.1108/02651330310498753

Service quality measurement in the banking sector in South Korea
Cui, C., Lewis, B.R. and Park, W. 2003. Service quality measurement in the banking sector in South Korea. The International Journal of Bank Marketing. 21 (4), pp. 191-201. https://doi.org/10.1108/02652320310479187

Purchasing inhibitors on the Internet: a comparative study between the UK and the US
Cui, C., Roberts, A. and Lewis, B.R. 2003. Purchasing inhibitors on the Internet: a comparative study between the UK and the US. Journal of Customer Behaviour. 2 (2), pp. 193-217.

National identity and NATID: An assessment in Yemen
Cui, C. and Adams, E.I. 2002. National identity and NATID: An assessment in Yemen. International Marketing Review. 19 (6), pp. 637-662. https://doi.org/10.1108/02651330210451953

Working effectively in strategic alliances through managerial fit between partners: some evidence from Sino-British joint ventures and the implications for R&D professionals
Cui, C., Ball, D.F. and Coyne, J. 2002. Working effectively in strategic alliances through managerial fit between partners: some evidence from Sino-British joint ventures and the implications for R&D professionals. R&D Management. 32 (4), pp. 343-357. https://doi.org/10.1111/1467-9310.00265