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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. 

In her capacity as Associate Head (Teaching) from October 2018 to October 2021, Dorothy demonstrated effective leadership in driving and improving the overall teaching quality and in leading the school in adopting its teaching from 100% on-campus, 100% online to the current hybrid model at Brunel Business School.

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, 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

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. 1 - 13. ISSN: 2211-9736 Open Access Link

Journal article

Yen, DA-W., 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, 32 (4). pp. 1219 - 1241. ISSN: 1045-3172 Open Access Link

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)