Senior Lecturer, University of Manchester

Dr. Charles Cui is a Senior Lecturer (Associate Professor) at the University of Manchester Alliance Manchester Business School. His research is in international marketing strategies and cross-cultural behavior. His current work includes consumer brand addiction, social inclusion in marketing, and visual perception in interactive marketing.

Dr. Cui is the Programme Director of MSc Corporate Communications and Reputations Management and MSc Marketing at Alliance Manchester Business School. He has designed and taught the courses in International Marketing (UG, MSc, MBA), Principles of Marketing (UG, MSc), Marketing Research (UG), Critical Thinking (PhD), Survey Design (PhD, DBA), Foundation Statistics (PhD) and Social Research Methods (DBA).

Prior to his academic career, Dr. Cui received professional training in mechanical engineering and worked in the manufacture sector, international trade and a Sino-British joint venture in China. He provided services for senior executive training (e.g. Rolls-Royce plc, the Business Link) and has been consulted by British firms on developing business in China.


  • –present
    Senior Lecturer, University of Manchester


  • 2018
    Licsandru, Tana Cristina and Cui, Charles Chi (2018), “Subjective social inclusion: A conceptual critique for socially inclusive marketing”, Journal of Business Research, Vol.82, pp.330-339
  • 2017
    Mrad, Mona and Cui, Charles Chi (2017), “Brand addiction: Conceptualization and scale development”, European Journal of Marketing, Vol.51 Issue 11/12, pp.1938-1960
  • 2017
    Awanis, Sandra; Schlegelmilch, Bodo B.; and Cui, Charles Chi (2017), “Asia’s materialists: Reconciling collectivism and materialism”, Journal of International Business Studies, Vol.48 Issue 8, pp.964-991
  • 2016
    Mueller, Rene Dentiste; Wang, George Xun; Liu, Guoli; and Cui, Charles Chi (2016), “Consumer xenocentrism in China: An exploratory study”, Asia Pacific Journal of Marketing and Logistics, Vol.28 Issue 1, pp.73-91
  • 2014
    Awanis, Sandra and Cui, Charles Chi, “Consumer susceptibility to the credit card misuse and indebtedness”, Asia Pacific Journal of Marketing and Logistics, Vol.26 Issue 3, pp.408-429 (2015 Outstanding Paper Award)