Biography Xiaoxu Wu is a marketing Ph.D. candidate at the Eli Broad College of Business. Her research interests center on empirical marketing strategy, specifically how purpose-driven marketing (brand activism and corporate social responsibility (CSR)) impacts customer-company relationships and firm performance. She studies these important relationships by using appropriate state-of-the-art empirical techniques (econometrics methods, machine learning techniques, and experiments). She is also interested in customer political ideology and its impact on consumer attitudes and behaviors, and various firm-level outcomes.
