Research Interests
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Consumer experiences and well-being (online and offline)
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Sustainability (slow fashion and mass customization)
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Fashion brand and branding (co-branding, Ingredient branding, licensing, and franchising)
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Entrepreneurship in fashion (new fashion technology adoption, entrepreneurial self-efficacy)
Extramural Grants
Liu, C. (2016-2018); McRoberts, L. & Liu. C. (2015-2016) Enhancing and Expanding Digital Apparel Product Development Using CAD System and Fabric Printer (Requested: $250,000.00; Granted $213,438.00), Louisiana State University, Baton Rouge: Louisiana State Board of Regents
Liu, C. (2017-2018); McRoberts, L. B. & Liu, C. (2016-2017) Promoting Global Adoption of Grade 3 Alligator Skins: From Marsh to Market (Requested: $125,098.00; Granted: $125,098.00). Baton Rouge, LA: Louisiana Alligator Advisory Council.
Chen, Y.-S., Liu, C., D'Agostino, C. F., & Lang, C. (2017-2019). Enhancing and Expanding Entrepreneurship in Creative Industries Using the Fully Automated Knitting Production System (Requested: $242,800.00; Granted $130,000). Louisiana State University, Baton Rouge: Louisiana State Board of Regents.
McRoberts, L., & Liu, C. (2015-2016). Promoting Global Adoption of grade 3 Alligator Skins: From Marsh to Market (Vol.). Baton Rouge, LA: Louisiana Alligator Advisory Council, $60,983 funded
McRoberts, L., & Liu, C. (2012-2014). Promoting Global Adoption of grade 3 Alligator Skins: From Marsh to Market (Vol.). Baton Rouge, LA: Louisiana Alligator Advisory Council, $124,889 funded
McRoberts, L., Liu, C. & Welker, D. (2013). Creative Cotton Consciousness & Applied Learning Design and Merchandising Students, Cotton, Inc. $35,350.
Wang, L., & Liu, C. (2011-2015). Flood hazard resiliency and accessibility of retail infrastructure in New Orleans, Louisiana State University, Baton Rouge: Louisiana State Board of Regents, $76,000 funded
Courses Taught
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Consumer Behavior in the Apparel Merchandising Environment
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Apparel Merchandising and Global Expansion
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Social-Psychological Theories of Dress, Appearance, and Fashion
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Fashion, Luxury and Lifestyle Brands
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Independent Reading and Research
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Advanced Topics in Apparel Merchandising
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Apparel Merchandising Strategies and Assortment Planning
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Textile and Apparel Economics
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Apparel Merchandise Buying and Management
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Field Study in Textiles, Apparel, and Merchandising
Selected Publications
Liang, Y., & Liu, C. (2019). Comparison of consumers’ acceptance of online apparel mass customization across web and mobile channels. Journal of Global Fashion Marketing, 10(3), 228-245.
Lang, C., Seo, S. and Liu, C. (2019), "Motivations and obstacles for fashion renting: a cross-cultural comparison", Journal of Fashion Marketing and Management, Vol. 23 No. 4, pp. 519-536. https://doi.org/10.1108/JFMM-05-2019-0106
Lang, C., & Liu, C. (2019). The entrepreneurial motivations, cognitive factors, and barriers to become a fashion entrepreneur: A direction to curriculum development for fashion entrepreneurship education. International Journal of Fashion Design, Technology and Education, 12(2), 235-246.
Chen, Y. S., Liu, C., Zeng, Q., & Azevedo, R. F. (2018). E-Business and Analytics Strategy in Franchising. In Operations and Service Management: Concepts, Methodologies, Tools, and Applications (pp. 389-406). IGI Global.
Zhang, L., & Liu, C. (2018). Extending a Mass-market Functional Brand into Lifestyle Products: The Case of Consumer Acceptance of Ford Fashion Apparel. Journal of Marketing Perspectives, 1, 68-88.
Liu, C., Wei, Y., & Zhang, L. (2018). Licensing or not Licensing? A Pilot Study on Examining the Apparel Extension of Auto Brands Ford and Jeep in China Market. In Chinese Consumers and the Fashion Market (pp. 145-168). Springer, Singapore.
Liu, C., Xing, L., & Liang, H. (2017). Proud or practical? Understanding Chinese consumers’ purchase intention of ethnic-inspired apparel. Journal of International Business Research, 16 (1) 1-17
Kobia, C., & Liu, C. (2017). Why Forward Viral Fashion Messages? The Moderating Roles of Consumers’ Fashion Traits and Message Orientation. Journal of Internet Commerce, 1-22. doi.org/10.1080/15332861.2017.1324651
Liang, Y., Liu, C. & McRoberts, L. (2017) College students' acceptance of online mass-customized athletic shoes. Textile and Fashion, 4 (1), 15-31. Doi: 10.1186/s40691-017-0095-z
Xing, L., Liang, H., & Liu, C. (2017). Empirical study on consumer consumption behavioral intention of Chinese ethnic fashion apparel. Journal of Textile Research, 38(3), 155-161. doi:10.13475/j.fzxb.20160201008 (In Chinese, indexed by EI)
Kobia, C., & Liu, C. (2016). Teen girls’ adoption of a virtual fashion world. Young Consumers, 17(4), 419-432. doi:10.1108/YC-07-2016-00617
Lang, C., Armstrong, C. M., & Liu, C. (2016). Creativity and sustainable apparel retail models: does consumers’ tendency for creative choice counter-conformity matter in sustainability? Fashion and Textiles, 3(1), 24. doi:10.1186/s40691-016-0076-7