Xiaoxu Wu

Xiaoxu Wu is a marketing Ph.D. candidate at the Eli Broad College of Business. Her research focuses on empirical marketing strategy, with a particular emphasis on exploring the influence of purpose-driven marketing on customer-company relationships and overall firm performance. Additionally, her research extends to the examination of how customer political ideology shapes consumer attitudes and behaviors, as well as its implications for various firm-level outcomes.

Morgeson III, Forrest V., Udit Sharma, Xiaoxu Wu Schultz, Anita Pansari, Ayalla Ruvio, and G. Tomas M. Hult. "Weathering the crash: Do customer-company relationships pay off during economic crises?." Journal of the Academy of Marketing Science (2023): 1-23.