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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

Fingerprint Dive into the research topics where Qing Shan Ding is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Consumer ethnocentrism Business & Economics
China Business & Economics
Emerging economies Business & Economics
Market entry strategy Business & Economics
Consumer animosity Business & Economics
Country of origin Business & Economics
Consumer perceptions Business & Economics
Marketing performance Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2017 2018

1 Citation (Scopus)
Open Access
Marketing performance
Performance measurement
Firm performance
Marketing capabilities
4 Citations (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
Consumer ethnocentrism
Regional differences
Chinese consumers

Activities 2015 2018

  • 4 Oral 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