Dr Xuemei Bian
Dr Xuemei Bian is Professor in Marketing at University of Northumbria and the British Academy Innovation Fellow. She is the founder of Behaviour, Branding, and Digital Insights Research Group and is also a serving member of the Advisory Board to the UK Intellectual Property Office.
Her main research interests are in consumer behaviour, branding and advertising. She has established and sustained an international reputation and recognition in two main research areas, namely illicit consumption behaviour and effective advertising. Her research is widely recognised by practitioners and has attracted commissioned research, such as the World Intellectual Property Organisation. She has also been engaging with other external stakeholders, such as Anti-Counterfeiting Group.
Dr Bian has been a consultant to a number of companies. Prior to her academic career she worked in a number of business sectors for almost 10 years.