Professor Dorothy Yen
Professor in Marketing
Eastern Gateway 215
- Email: dorothy.yen@brunel.ac.uk
- Tel: +44 (0)1895 267318
Summary
Professor Dorothy A. Yen is a Professor in Marketing.
Leading the Marketing Division at Brunel Business School, Brunel University London, 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 Brunel 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
Newest selected publications
Pickering, SD., Dorussen, H., Hansen, ME., Reifler, J., Scotto, T., Sunahara, Y. and et al. (2024) 'London, you have a problem with women: Trust towards the police in England'. Policing and Society: an international journal of research and policy, 0 (ahead of print). pp. 1 - 16. ISSN: 1043-9463 Open Access Link
Dorussen, H., Hansen, ME., Pickering, SD., Reifler, J., Scotto, T., Sunahara, Y. and et al. (2024) 'The influence of waiting times and sociopolitical variables on public trust in healthcare: A cross-sectional study of the NHS in England'. Public Health in Practice, 7. pp. 1 - 7. ISSN: 2666-5352 Open Access Link
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
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
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