Irene Lu is an Associate Professor of Marketing as well as Marketing Teaching Area Coordinator . Her research interests include consumer research and psychometric measurement techniques, and her papers have been published in International Journal of Research in Marketing, International Marketing Review, Journal of Consumer Behaviour, Journal of Psychology, Canadian Journal of Marketing Research, International Journal Sport Management and Marketing, and Structural Equation Modeling: A Multidisciplinary Journal. Irene held a SSHRC Standard Research Grant (2008-2012) for a project on country image measurement. She previously served as Vice President of Membership and a Divisional Chair of Marketing for Administrative Science Association of Canada (ASAC). Irene worked as a researcher for one of the largest Chinese media conglomerates in Taiwan and for the Methodology Branch of Statistics Canada. Prior to joining Sprott, she was a faculty member at York University. She has taught Introductory Marketing, Marketing Research, Consumer Behaviour, Marketing in Not-for-Profit Organizations, Quantitative Methods, and Statistics for Managers.
- Consumer behaviour, especially country image and affects research
- Measurement issues in marketing
- Exploration and evaluation of psychometric measurement techniques and latent variable modeling methods in marketing