Always patient and encouraging to students.
Makes learning a joyful experience.
A role model for academic excellence.
Brings passion and energy to teaching.
Dr. Fei (Katie) Xu serves as a Lecturer in the Department of Marketing at Monash Business School, Monash University, located on the Clayton campus. Her academic journey includes a PhD in Marketing from The Hong Kong Polytechnic University in Hong Kong, a Master of Science in Marketing and Management from EDHEC Business School in France, and undergraduate degrees comprising a Bachelor of Arts in French from Wuhan University in China and a Bachelor of Science in International Business from NEOMA Business School in France. Xu's research expertise centers on consumer behaviour, encompassing areas such as branding, sensory marketing, and linguistics in marketing.
Xu has made notable contributions to scholarly literature through peer-reviewed publications in top-tier journals. In 2022, she published "The colorful company: effects of brand logo colorfulness on consumer judgments" in Psychology & Marketing, co-authored with Jiaqi (Flora) Song and Yuwei Jiang, which has accumulated 35 citations according to Scopus. This study explores the impact of brand logo colorfulness on consumer perceptions and judgments. In July 2023, her paper "I want to remember: preference for visual intensity in sentimental purchases," co-authored with Jiexian (Chloe) Huang and Yuwei Jiang, appeared in the same journal (Volume 40, Issue 7, pages 1361-1371), garnering 15 Scopus citations; it is also available as open access. Looking ahead, her forthcoming article "Greener, more wasteful? Examining the rebound effect of green product offerings in tourism" (23 pages), co-authored with Xueying Zhao and Dongmei Li, is accepted for the Journal of Sustainable Tourism in 2025. These works highlight her focus on sensory and visual influences on consumer choices, as well as sustainability in tourism contexts. Additionally, Xu teaches marketing units at Monash, including MKF5955.