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Professor Dorothy Yen
Divisional Lead / Professor in Marketing


Professor Dorothy A. Yen is a Professor in Marketing. She is currently the Director of Research at Brunel Business School, Brunel University London.  Dorothy takes a consumer-centric approach to understanding and discussing marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both B2B and B2C domains. In the 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 the B2C domain, she studies consumer acculturation and sojourners’ and migrants' consumption practices and social media activities in relation to their cultural identity, as well as tourism boycotts and tourists' interactions with destinations on social media.

During the Covid-19 pandemic, Dorothy explored how migrants in the UK attempted to cope with the life-threatening disease while dealing with institutional uncertainty and a hostile host environment. Dorothy’s proposal on branding Wales as a land of dragons and legends triggered numerous discussions, and she has been invited to give evidence to the Welsh Affairs Committee. 

Dorothy is a member of the Marketing and Corporate Brand Research Group at Brunel Business School and a lab leader of the Responsible Consumption and the Circular Economy Lab for the CBASS research centre of Substantiality and Entrepreneurship.

Office hours are provided on Wednesdays from 11am to 1pm. Students can also email her 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 serves as the Director of Research at Brunel Business School.

Dorothy leads the Responsible Consumption and Circular Economy research lab.

She also teaches MB5538 Principles of Marketing to MBA students and supervises postgraduate dissertation students.

Newest selected publications

Yen, D., Cappellini, B., Hendy, J. and Jen, M-Y. (2023) 'Acculturating again: Taiwanese migrants’ enduring Covid-19 coping paradox in the UK'. International Marketing Review, 41 (7). pp. 1 - 22. ISSN: 0265-1335 Open Access Link

Journal article

Victor, C. and Yen, D. (2023) 'Happy To Chat – Promoting Talking To Strangers In Public Places In The UK'.Gerontological Society of America (GSA) 2023 Annual Scientific Meeting. Tampa, FL, USA. 21 - 12 November. Oxford University Press (OUP). pp. 1051 - 1051.Open Access Link

Conference paper

Yen, D., Jang, J., Wei, L., Morgan, N. and Pritchard, A. (2023) 'Leveraging folklore and fantasy to promote small destinations: the case of Visit Wales'. Journal of Policy Research in Tourism, Leisure and Events, 0 (ahead-of-print). pp. 1 - 15. ISSN: 1940-7963 Open Access Link

Journal article

Wang, CL. and Yen, DA-W. (2022) 'Guest editorial: Understanding prosumer behavior in the platform ecosystem'. European Journal of Marketing, 56 (10). pp. 2589 - 2593. ISSN: 0309-0566

Journal article

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Understanding older people's practices when designing healthy ageing interventions'. British Journal of Healthcare Management, 28 (6). pp. 1 - 3. ISSN: 1358-0574 Open Access Link

Journal article
More publications(48)