I'm Professor of Marketing at Bangor Business School and head of the Marketing group. I was employed as Professor at Bangor University since 2011. Prior to that I was employed as Senior Lectuer in Marketing at Strathclyde Business School.

I have many years of experience in conducting action research tackling risky behaviours such as smoking and binge drinking. I have also undertaken research examining public and third sector service deliveries.

Hen Goleg room 0.10

e.shiu@bangor.ac.uk

I teach on modules: Statistical Methods, Marketing Analysis, Customer Insight Project. I have also taught International Marketing Communication, Consumer Behaviour, Marketing Research.

I have supervised several PhD's to successful completion in the Consumer Behaviour area.

My research areas are:

• Consumer behaviour
• Risky consumption
• Attitudes and persuasion
• Social identity and stereotying
• Cross-cultural consumer behaviour
• Ethical consumption

2022

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2020

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2019

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2018

• CyhoeddwydA systematic review of the efficacy of alcohol warning labels: Insights from qualitative and quantitative research in the new millennium
  Hassan, L. & Shiu, E., 2018, Yn: Journal of Social Marketing. 8, 3, t. 333-352
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl adolygu › adolygiad gan gymheiriaid
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2017

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2016

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2015

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2014

• CyhoeddwydCompetencies associated with growth of women-led SMEs
  Mitchelmore, S., Rowley, J. & Shiu, E., 2014, Yn: Journal of Small Business and Enterprise Development. 21, 4, t. 588-601
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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2013

• CyhoeddwydUncertainty in ethical consumer choice: a conceptual model
  Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, Yn: Journal of Consumer Behaviour. 12, 3
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2012

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2011

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2010

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2009

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• CyhoeddwydHELP – for a life without tobacco: a case study on demarketing across two levels
  Hassan, L. M., Shiu, E., Walsh, G. & Hastings, G., 2009, Yn: Marketing Intelligence and Planning. 27, 4, t. 486-502 17 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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2008

• CyhoeddwydAn Empirical Examination of the Extended Model of Goal-Directed Behaviour: Assessing the Role of Behavioural Desire
  Shiu, E. M. K., Hassan, L. M., Thomson, J. A. & Shaw, D., 2008, Yn: European Advances in Consumer Research. 8, t. 66-71 6 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
• CyhoeddwydExploring the effectiveness of cigarette warning labels: findings from the United States and United Kingdom arms of the International Tobacco Control (ITC) Four Country Survey
  Hassan, L. & Shiu, E., 2008, Yn: International Journal of Nonprofit and Voluntary Sector Marketing. t. 263–274
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2007

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2006

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2005

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