Dr Meng-Shan Sharon Wu
Senior Lecturer in Marketing
- Business Analytics and Marketing
- Brunel Business School
Summary
Sharon Wu is a Senior Lecturer in Marketing at Brunel Business School and serves as Programme Leader for the MSc Marketing and MSc Luxury Marketing programmes. Before joining Brunel, she held academic appointments at Royal Holloway, University of London, the University of Southampton, and the University of Portsmouth.
Her research, teaching, and supervision focus on consumer behaviour, branding, luxury marketing, and digital marketing. She has published extensively in leading academic journals, including the Journal of World Business, International Marketing Review, Technological Forecasting & Social Change, and Computers in Human Behaviour.
Prior to entering academia, Sharon spent over ten years in the beauty and marketing sectors, working as a Senior Marketing Consultant. This professional experience has equipped her with substantial industry expertise and practical insights into marketing strategy, particularly within the cosmetics industry.
Qualifications
PhD in Marketing, Royal Holloway, University of London, UK.
MBA, Willamette University, OR, USA.
BA in Economics, University of Oregon, OR, USA
Associate Fellow of the Higher Education Academy, InsTIL, Royal Holloway, University of London, UK
Responsibility
Brunel Business School MSc Marketing Programme Lead
Office Hours: Mondays 9:30 - 10:30 and Wednesdays 10:00-11:00
Newest selected publications
Wu, M-S., Chen, C-HS., Nguyen, B. and Li, CS. (2024) 'The Luxury Purchase Intention of Affluent Chinese Consumers—Insights from Hong Kong and Shanghai Consumers', inSharing Economy Platforms A Casebook for Understanding Multiplayers in Sharing Economy Platforms. Singapore : Palgrave Macmillan. pp. 133 - 159. ISBN 10: 9819754038. ISBN 13: 9789819754038.
Zaki, Y., Wu, M-S., Hamdan, A. and Thomas, J. (2024) 'Fashion Brands in the Metaverse: Redefining Digital Marketing and Branding Landscapes', in Hamdan, A. and Harraf, A. (eds.) Studies in Systems, Decision and Control. Cham : Springer. , Studies in Systems, Decision and Control (SSDC, volume 538). pp. 223 - 246. ISBN 10: 3-031-62102-6. ISBN 13: 978-3-031-62101-7. Open Access Link
Zaki, Y., Wu, M-S., Hamdan, A. and Alsharabi, H. (2024) 'A Conceptual Framework for Metaverse Marketing Strategies in the Fashion Industry: Exploring the Role of Brand Experience and Brand Equity', in Alareeni, B. and Elgedawy, I. (eds.) Studies in Systems, Decision and Control. Cham : Springer Nature. , 545. pp. 311 - 321. ISBN 10: 3-031-65203-7. ISBN 13: 978-3-031-65202-8.
Zaki, Y., Wu, M-S. and Hamdan, A. (2024) 'Exploring the Integration of the Metaverse for Marketing and Branding in Organizational Framework', in Hamdan, A. and Harraf, A. (eds.) Studies in Systems, Decision and Control. Cham : Springer. , 538. pp. 247 - 257. ISBN 10: 3-031-62102-6. ISBN 13: 978-3-031-62101-7.
Ko, WW., Chen, Y., Chen, C-HS., Wu, M-SS. and Liu, G. (2021) 'Proactive Environmental Strategy, Foreign Institutional Pressures, and Internationalization of Chinese SMEs'. Journal of World Business, 56 (6). pp. 1 - 18. ISSN: 1090-9516 Open Access Link