• 9 Citations
  • 1 h-Index

Research output per year

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Personal profile


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 Expertise and Interests

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

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Research Output

  • 9 Citations
  • 1 h-Index
  • 2 Article
Open Access
  • 1 Citation (Scopus)

    Chinese products for Chinese people? Consumer ethnocentrism in China

    Ding, Q. S., 8 May 2017, In : International Journal of Retail and Distribution Management. 45, 5, p. 550-564 15 p.

    Research output: Contribution to journalArticle

    Open Access
  • 8 Citations (Scopus)


    • 5 Oral presentation

    Brexit and Brand Origin: National Branding in Times of Crisis

    Qing Shan Ding (Speaker) & Xiaoning Liang (Speaker)

    22 Jul 2019

    Activity: Talk or presentation typesOral presentation

    Consumer Ethnocentrism Threatens Import Brands? Empirical Evidence from China and Greece and Validation of CEESCALE

    Qing Shan Ding (Speaker), Meletios I. Niros (Speaker), Yannis A. Pollalis (Speaker), Yanfeng Zhou (Speaker) & Markos H. Tsogas (Speaker)

    7 Sep 2017

    Activity: Talk or presentation typesOral presentation

    Ours are Always the Best? A Study of Consumer Ethnocentrism Amongst Urban Adult Chinese Consumers

    Qing Shan Ding (Speaker)

    23 Jun 2016

    Activity: Talk or presentation typesOral presentation

    Press / Media

    How Chinese Products Went From Cheap and Cheerful to Weapons in US Trade War

    Qing Shan Ding


    2 Media contributions

    Press/Media: Expert Comment

    Six Signs China Wants to Avoid a Trade War

    Qing Shan Ding


    8 Media contributions

    Press/Media: Expert Comment

    Two Extremes - How the Rich and Poor Spend Chinese New Year

    Qing Shan Ding


    1 Media contribution

    Press/Media: Expert Comment