Haibo XUE is an associate professor of the Faculty of Economics and Management, East China Normal University.

He holds a PhD in management.

He takes charge of the director of Joint Master's Program in High-end Brand Management and Joint Master's Program in Global Management and China Studies in Asia Europe Business School. He is a visiting scholar of Eller College of Management, The University of Arizona.

His research involves brand and consumer behavior, including brand community, consumption ritual, consumption culture, family consumption, pet consumption, luxury consumption and high-end brand. He focuses on the motivation and meanings of consumers in the situation of consumption or possessions, consumers’ consumption decisions and behavior patterns. By putting the consumption or possessions into the actual consumption situation, the motivation and meanings of consumers can be explained from several aspects like relationship, culture and history.