About Lina

Dr. Lina Xiong is an Assistant Professor in the Department of Human Dimensions of Natural Resources at Colorado State University. She is also called “Dr. Bear” because her last name in Chinese means “bear”. Dr. Bear came to the U.S. in 2006 from mainland China. Lina completed her Ph.D. in Business Administration from Temple University in Philadelphia. Before coming to CSU, Dr. Bear has taught many business courses in the College of Business in Marshall University. Her teaching assignment in CSU includes tourism strategic management, tourism marketing, and advanced lodging in the MTM program. She is also responsible for developing several MTM courses in mandarin. Dr. Bear’s research interests include service management, internal branding, employee brand motivation, and customer loyalty. She has published several articles in hospitality management journals. Recently, Dr. Bear's dissertation titled “Employee brand internalization: the central route to a brand aligned workforce” has received a Highly Commended Award of the 2014 Emerald/EFMD Outstanding Doctoral Research Awards in the Hospitality Management category. This is a prestigious international annual award presented by Emerald and the European Foundation for Management Development (EFMD). In addition, she has worked in hospitality and tourism businesses in China and in the U.S. She also has a cat named “Mulan”.



  • Dr. Bear's research concentrates on Service Management with specially attention to internal brand management. She has conducted many studies examining customers’ attitudinal and behavioral reactions to various recent service industry practices including group-buying pricing strategies, online reviews, social media platforms, and loyalty programs. More recently, Dr. Bear started to incorporate her consumer behavior research into organizational behavior research, especially regarding the achievement of a balance between employee-delivered service promise and customer-perceived service experience. Her dissertation investigated how employees internalize brand values and develop brand commitment and extra-role citizenship behaviors in service organizations. Currently, she is working on several research projects including how to build brand-aligned employees through employee-brand value congruence and brand motivation.


Ph.D, Business Administration - Temple University
Philadelphia, PA, 2014

M.S., Hospitality Information Management - University of Delaware
Newark, DE, 2008

B.S., Tourism Management - Jinan University
Guangzhou, China, 2006

Awards, Honors, Grants

  • Highly Commended Award of the 2014 Emerald/EFMD Outstanding Doctoral Research Awards (Hospitality Management category), 2015
  • The Fox School of Business, Temple University, Travel Grant, 2010-2012


Understanding the knowledge effect in engendering hotel employees’ brand commitment.

Paper accepted for full presentation at 2014 International CHRIE Conference, San Diego, California, July 30-August 1, 2014

Examining the role of employee-brand value congruence in internal branding

Paper accepted for full presentation at 2014 Academy of Marketing Science Annual Conference, Indianapolis, IN, May 21-May 23, 2014


  • Travel and Tourism Research Association
  • International CHRIE
  • Academy of Marketing Science