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Eric Li

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Assistant Professor of Marketing, Faculty of Management, University of British Columbia
E-mail: eric.li@ubc.ca

Eric Li received his Ph.D. from the Schulich School of Business at York University in 2012. He is currently assistant professor in the Faculty of Management at the University of British Columbia – Okanagan campus where he teaches marketing and qualitative research methods. Eric’s research interests include Asian consumer culture, multicultural marketing and consumption, consumer well-being, online consumer privacy, visual consumption, food consumption, Chinese fashion and consumer culture, and digital marketing and consumption. His work has been published and presented in a number of academic journals such as the Consumption Markets & Culture, the American Behavioral Scientists, the Journal of Strategy and Management, the International Journal of Consumer Studies as well as conferences such as the Association for Consumer Research, the American Marketing Association, Academy of Management Conference, the Global Marketing Conference, and the Consumer Culture Theory Conference.

In 2016, Eric has received CAD64,484 from the Social Science and Humanities Research Council’s (SSHRC) Insight Development Grant (IDG) to support his research project “Engaging Stakeholders in Co-Creating a Sustainable Community: A Study of Rural Communities in B.C. Interior”. Dr. Li also received funding from Mitacs Accelerate Program to support six graduate student internships in the past four years. He is also the founder of the Healthy Living project, a community-based experiential learning project that connect management students with regional community partners such as regional governments, non-profit organizations, and for-profit organizations to promote healthy living.

Keywords: Chinese consumer culture; multicultural consumption; consumer well-being; social media; Chinese fashion; immigrant acculturation

Upcoming Events

Nov
1
Fri
1:00 pm From the 2019 Hong Kong Protests... @ Accolade West Building and Victor Phillip Dahdaleh Building
From the 2019 Hong Kong Protests... @ Accolade West Building and Victor Phillip Dahdaleh Building
Nov 1 @ 1:00 pm – Dec 16 @ 8:00 pm
From the 2019 Hong Kong Protests to the World’s Tomorrow: The Power of Disobedience, Discourse and Creative Dissent @ Accolade West Building and Victor Phillip Dahdaleh Building
This series will feature six events from Friday, 8 November to Monday, 16 December 2019. (1) Political cartoon show by Zunzi Hong Kong. Now What? [...]
Nov
20
Wed
9:00 am Graphic Design Exhibit || Graphi... @ Fourth Floor Corridor, Department of Design, Victor Phillip Dahdaleh Building, Keele Campus
Graphic Design Exhibit || Graphi... @ Fourth Floor Corridor, Department of Design, Victor Phillip Dahdaleh Building, Keele Campus
Nov 20 @ 9:00 am – Dec 16 @ 5:00 pm
Graphic Design Exhibit || Graphic Design Tactics for Civil Movements: The 2019 Hong Kong Protests @ Fourth Floor Corridor, Department of Design, Victor Phillip Dahdaleh Building, Keele Campus
Drawing on tactics employed in protests in the past 10 years, including the 2014 Umbrella Movement (Hong Kong) and the 2011 Occupy Wall Street (United [...]
Jan
14
Tue
2:00 pm Language, Identity and Heritage ... @ Room 519, Fifth Floor, Kaneff Tower
Language, Identity and Heritage ... @ Room 519, Fifth Floor, Kaneff Tower
Jan 14 @ 2:00 pm – 3:00 pm
Language, Identity and Heritage Preservation in Singapore and Vancouver @ Room 519, Fifth Floor, Kaneff Tower
Join the Asia Pacific Foundation of Canada (APF Canada) and the York Centre for Asian Research (YCAR) as we discuss the efforts to preserve Chinese [...]
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