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.
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
PhD in Marketing (University of Leeds); MSc, BA, PGcert, MRScert
Dr Yen is the Associate Head at Brunel Business School. She is responsible for Brunel Business School's general teaching quality and student experience.
She teaches MB5524 Strategic Marketing Management in Term 1 2020/21.
Newest selected publications
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
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
Wang, CL., Yen, D. and Barnes, BR. (2021) 'Guest editorial'. International Marketing Review, 38 (1). pp. 1 - 5. ISSN: 0265-1335
Yen, G., Yen, D., Geng, R. and Azar, G. (2021) 'Drivers of green cooperation between Chinese manufacturers and their customers: An empirical analysis'. Industrial Marketing Management, in press. pp. 137 - 146. ISSN: 0019-8501 Open Access Link
Yang, H-P., Yen, D. and Balmer, JMT. (2020) 'Higher Education: a once-in-lifetime purchase'. Qualitative Market Research: An International Journal, 22 (3). pp. 865 - 890. ISSN: 1352-2752 Open Access Link