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Dr Dorothy Yen

Dr Dorothy Yen
Reader - Marketing


Dr Dorothy A. Yen researches on how culture influences human behaviour from the marketing perspective. Specifically she contributes to the debate of Anglo-Chinese b2b relationships by discussing how guanxi (關係), the Chinese cultural-specific notion, affects business relationship performance in the Chinese markets. Her works on guanxi and business relationships have been published in Industrial Marketing Management and Journal of Business Research and received many citations.

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

Office hours for autumn term 2018: Wednesday 2-4pm. Students please email me first to book your appointment. I will try to get back to you with an allocated appointment slot asap. 


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


Dr Yen is the Director of Postgraduate Research Studies. She is responsible for Brunel Business School's PGR programme's student recruitment, mointoring and development. 

Newest selected publications

Yu, Q., McManus, R., Yen, D. and Li, X. (2019) 'Tourism boycotts and animosity: A study of seven events'. Annals of Tourism Research, 80 (102792). pp. 102792 - 102792. ISSN: 0160-7383 Open Access Link

Journal article

Chung, HFL., Yen, DA. and Wang, CL. (2019) 'The contingent effect of social networking ties on Asian immigrant enterprises' innovation'. Industrial Marketing Management. pp. 1 - 12. ISSN: 0019-8501 Open Access Link

Journal article

Yen, D. and Dey, B. (2019) 'Acculturation in the Social Media: myth or reality? Analysing social-media-led integration and polarisation'. Technological Forecasting and Social Change, 145. pp. 426 - 427. ISSN: 0040-1625 Open Access Link

Journal article

Yang, H-P., Yen, D. and Balmer, JMT. (2019) 'Higher Education: a once-in-lifetime purchase'. Qualitative Market Research: An International Journal, 22 (3). ISSN: 1352-2752 Open Access Link

Journal article

Yu, Q., Yen, D., Cappellini, B. and Wang, C. (2019) 'From West to East: British Sojourners’ Acculturation in China'. International Marketng Review, ahead-of-print (ahead-of-print). ISSN: 0265-1335 Open Access Link

Journal article
More publications(31)