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Summary

Professor Dorothy A. Yen is a Professor in Marketing.

Leading the Marketing Division at àËÅöÊÓƵ Business School, àËÅöÊÓƵ, I take a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. I study how culture affects human behaviour, in both B2B and B2C domains. In particualr, I looks at cross-cultural business relationships, with a particular focus on understanding how cultural-specific factors affect business relationships and collaborations. I also study consumer acculturation, tourist, sojourners and migrants' consumption practices as well as social media activities in relation to their cultural identity. 

During the Covid-19 pandemic, I explored how migrants in the UK attempted to cope with the life-threatening disease while dealing with institutional uncertainty and a hostile host environment. My proposal on branding Wales as the land of dragons and legends triggered numerous discussions and debates, following my giving evidence to the Welsh Affairs Committee and interview by BBC Radio Wales.

I am a member of the Marketing and Corporate Brand Research Group at àËÅöÊÓƵ Business School and the research centre of Substantiality and Entrepreneurship.

I run office hours on Wednesdays from 2pm to 4pm. Students can also email me to book an appointment at a mutually convenient time. This can be either on campus or via Microsoft TEAM upon mutual agreement.

Qualifications

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

Responsibility

I have extensive leadership experience in various capacities:

• PGR Director from 2015 to 2018
• Associate Head from 2018 to 2021
• Director of Research from 2022 to 2023
• Marketing Division Lead from 2023 to the present