Lucy Lu

Lucy Lu

Dr Lucy Lu



Contact details
Room 4/07, Craiglockhart Campus
Tel: +44 (0) 131 455 4404

PhD, MA, BA, and BSc


Lucy Lu is a Lecturer of Marketing in the subject group of Marketing, Sales and Entrepreneurship. She holds a Ph.D. in Marketing from the Business School of Loughborough University. She is also a fellow of the Higher Education Academy. Lucy has previously served at Newcastle University and Northumbria University. Currently, she is appointed as an external examiner of Msc. International Marketing Programme at the Business School of Lincoln University.

Her research interests are in the areas of relationship quality, e‐loyalty, and brand management. She is also active in service marketing and interested in understanding how organizations use technology in the delivery of services and co-create value with customers. Furthermore, her recent research has extended to the area of corporate social responsibility (CSR). Her latest study explores whether CSR programs have a significant influence on customer‐related responses in an international context.


Lu, X and Blut, M (2018) “Do Switching Costs Lead to Dysfunctional Customer Behavior? Testing the Role of Self-Determination”, Journal of Service Research (Under review).

Gutu, M; Osei, C; Lu, X and Rahman, M (2018) “The Determinants of Foreign Direct Investment: Empirical Evidence from Zimbabwe”, Strategic Change (Under review)

Lu, X, Liu, H-W, Rahman, M (2017) “The impact of corporate social responsibility on customer loyalty: A Case of Nike and Adidas in China”. Strategic Change, 26 (3), 251-260.

Harris, K, Baron, S, Lu, X (2015) “How customers ‘learn’ to work for retailers”, Journal of Marketing Management, 31 (17-18), 1747-1772.

Rafiq, M., Fulford, H and Lu, X (2013) “Building Customer Loyalty in Online Retailing: The Role of Relationship Quality”, Journal of Marketing Management 29(3/4), 494-517.

Rafiq, M., Lu, X and Fulford, H (2012) “Measuring Internet Retail Service Quality Using E-S-QUAL”, Journal of Marketing Management 28(9/10), 1159-1173.

Lu, X and Rahman, M (2018) “Why Do we Like Commenting and Sharing in Social Media? An Online Approach of Luxury Brand Communication”, 2018 Global Marketing Conference, Tokyo.

Lu, X and Ensor, J (2017) “Modelling E-loyalty from an Integrative Perspective of Self-determination- A Case Study OF”. The 8th EMAC Regional Conference- Bridging the Marketing /Theory practice Gap and the Competitiveness of New Europe, the West University of Timisoara, Romania.

Brunner C and Lu, X (2012) “The Influences of Corporate Social Responsibilities on Consumer Product Responses”, The 11th International Conference on Research in Advertising (ICORIA), Stockholm, Scandinavia.

Rafiq, M., Fulford H and Lu, X (2012) “Building Loyalty in E-Tailing: The Role of Perceived Relationship Investment and Relationship Quality “, European Marketing Academy Conference, Lisbon, Portugal.

Cassidy. K., Baron. S., Eades, E., Elliott, D and Lu, X (2010) “How Consumers Learn to Work for Retailers” The 18th International Colloquium in Relationship Marketing, Henley Business School, University of Reading.

Rafiq, M., Fulford, H and Lu, X (2008) “An Assessment of the Validity and Dimensionality of E-S-QUAL as a Measure of Internet Retail Service Quality”, Australian and New Zealand Marketing Academy Conference, The University of Western Sydney.

Rafiq, M., Fulford, H and Lu, X and Ellis-Chadwick, F (2008) “Measuring Internet Retail Service Quality Using E-S-QUAL”, European Marketing Academy Conference, The University of Brighton, Brighton.

Lu, X, Fulford, H, Rafiq, M (2005) “Relationship Quality in Internet Grocery Shopping”, The IADIS International Conference WWW/Internet, Lisbon, Portugal.