Portrait of Dr Qing Shan Ding Dr Qing Shan Ding

q.s.ding@hud.ac.uk | 01484 473307


Position: Senior Lecturer in Marketing, Department of Logistics, Operations, Hospitality and Marketing
Qualifications: BA (Hons), Cert DDM, PhD, PGCHE, Fellow of Higher Education Academy

Qing joined Huddersfield Business School as a lecturer in marketing at the end of September 2013. He was awarded his PhD by De Montfort University in July 2013. His thesis examines the effects of country of origin, consumer ethnocentrism and consumer animosity on urban adult Chinese consumers' product preference and willingness to buy. Qing’s other research interests are market entry strategies, consumer perceptions and brands in emerging economies. Alongside his PhD research, he has gained considerable teaching experience, including a number of undergraduate and postgraduate modules.

Qing also carried out a number of consultancy projects in the past few years, these including conducting a China market entry report for a small German car manufacturer and advising a Leicestershire based sportswear company’s market entry strategies to mainland China.

Research and Scholarship

Research Interests:

  • Country of Origin
  • Consumer Ethnocentrism
  • Consumer Animosity
  • Market Entry Strategies
  • Consumer Perception
  • Brands in Emerging Economies

Ongoing Research Projects:

  • Urban adult Chinese consumers product preference between foreign and Chinese products
  • Chinese consumers’ animosity towards Japanese and boycott on Japanese products

Publications and Other Research Outputs


Ding, Q., Niros, M., Pollalis, Y., Zhou, Y. and Niros, A. (2017) ‘Antecedents of purchase intentions in growing and declining markets: empirical evidence from China and Greece’. In: 5th International Conference on Contemporary Marketing Issues, 21-23 June 2017, Thessaloniki, Greece

Ding, Q (2017) ‘Chinese products for Chinese people? Consumer ethnocentrism in ChinaInternational Journal of Retail & Distribution Management , 45 (5), pp. 550-564. ISSN 0959-0552


Ding, Q (2016) ‘Ours are always the best? A study of consumer ethnocentrism amongst urban adult Chinese consumers’. In: 4th International Conference on Contemporary Marketing Issues, 22nd - 24th June 2016, Heraklion, Greece , pp. 16-16

Ding, Q (2016) ‘Two extremes – how the rich and poor spend Chinese New YearThe Conversation . ISSN 2044-5032


Ding, Q (2015) ‘Historic Problem or Ongoing Crisis? An Exploratory Study of Causes and Consequences of Consumer Animosity in China’. In: 3rd International Conference on Contemporary Marketing Issues, 30th June - 2nd July 2015, Kingston Business School, Kingston University, London , pp. 180-184

Ding, Q (2015) ‘What If They Don’t Like You? An Investigation of Consumer Animosity amongst Urban Adult Chinese Consumers’. In: EMAC 2015, 26-29 May 2015, Leuven, Belgium


Ding, Q., Bradshaw, R. and Wright, L. (2014) ‘Brand origin and product preference: a study of urban adult Chinese consumers’. In: Global Marketing Conference at Singapore: Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice.". Marina Bay Sands, Singapore: Global Alliance of Marketing and Management Associations. pp. 401-414.


Ding, Q (2011) ‘Urban adult Chinese consumers favour foreign products? An investigation of the effects of Country of Origin and Consumer Ethnocentrism on product preference and willingness to buy.’. In: Marketing Fields Forever, 5th to 7th July 2011, University of Liverpool Management School, Liverpool, UK


  • Fellow of High Education Academy
  • Member of Academy of Marketing
  • Member of the Institute of Direct and Digital Marketing
  • Member of European Academy of Marketing
  • Member of Global Alliance of Marketing & Management Associations
  • Guest Reviewer of International Marketing Review
  • Associate Editor of Cogent Business & Management (Marketing) – An Open Access Journal of Taylor & Francis Group
  • Founding President of Chinese Students and Scholars Association De Montfort University 2008-2010
  • Deputy Secretary General of Chinese Students and Scholars Association UK 2011

Research Degree Supervision

  • Country of Origin
  • Consumer Ethnocentrism
  • Consumer Animosity
  • China Market Entry
  • Consumer Avoidance and Boycotts
  • Internationalisation of Chinese Companies
  • Brands and Luxury Consumption
  • Brands of Emerging Economies

Teaching and Professional Activities

Qing’s currently teaching on International Marketing, Brands and Branding, Strategic Brand Management and Marketing Analysis. He is also the Year 1 Tutor of Marketing Undergraduate Programmes.