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Dr Dorothy A. Yen is a Professor in Marketing at Brunel Business School, Brunel University London. Dorothy takes on a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both b2b and b2c domains. In b2b domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural specific factors affect business relationships and collaborations. In b2c domain, she studies consumer acculturation, sojourners and migrants consumption practices and social media activities in relation to their cultural identity, as well as tourism boycott and tourists' interactions with destinations on social media.

Under her capacity as Assoicate Head (Teaching) from October 2018 to October 2021, Professor Yen demosntrated effective leadership in driving and improving the overall teahcing qaulity at Brunel Buseinss School. 

Professor Yen is a member of the Marketing and Corproate Brand Research Group at Brunel Business School.

Office hours are provided on a weekly basis. Students can email me to book an appointment at a mutually convenient time. This can be either on campus or via Microsoft TEAM upon mutual agreement.


PhD in Marketing (University of Leeds); MSc, BA, PGcert, MRScert


Dorothy leads the Responsible Consumption and Circular Economy research lab.

She also teaches MB5524 Strategic Marketing Management and supervises postgraduate dissertation students.

Newest selected publications

Yen, DA., Cappellini, B. and Dovey, T. (2022) 'Primary School Children’s Responses to Food waste at School'. British Food Journal, 124 (13). pp. 109 - 125. ISSN: 0007-070X Open Access Link

Journal article

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Towards a Framework of Healthy Aging Practices'. Journal of Business Research, 142. pp. 176 - 187. ISSN: 0148-2963 Open Access Link

Journal article

Yen, D., Cappellini, B., Yang, S. and Gupta, S. (2021) 'Coping with Coping: international migrants’ experiences of the Covid-19 lockdown in the UK'. British Journal of Management, in press (4). pp. 1219 - 1241. ISSN: 1045-3172 Open Access Link

Journal article

Yu, Q., Pickering, S., Geng, R. and Yen, DA. (2021) 'Thanks for the memories: Exploring city tourism experiences via social media reviews'. Tourism Management Perspectives, 40. pp. 100851 - 100851. ISSN: 2211-9736

Journal article

Filieri, R., Yen, DA. and Yu, Q. (2021) '#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram'. Tourism Management, 85. pp. 104291 - 104291. ISSN: 0261-5177

Journal article
More publications(42)