Dr Meng-Shan Sharon Wu
Senior Lecturer in Marketing
- Email: meng-shan.wu@brunel.ac.uk
- Tel: +44 (0)1895 265388
Summary
Sharon Wu is a senior lecturer in Marketing at Brunel Business School. Sharon has previously worked at the Royal Holloway, University of London, University of Southampton and University of Portsmouth. Sharon's research, teaching and supervisory interests encompass Consumer Behaviour, Branding, Luxury related studies, and Digital Marketing.
Her work has been published in Journal of World Business, International Marketing ReviewTechnological Forecasting & Social Change and Computers in Human Behaviour.
Prior to becoming an academic, Sharon worked for companies in the beauty and marketing industries as a senior marketing consultant for over 10 years where she has extended a wealth of experience in marketing, especially in the cosmetics and marketing sectors.
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 Hour: Wednesday & Thursday 9:30 - 10:30
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. 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, MS. and Hamdan, A. (2024) 'Exploring the Integration of the Metaverse for Marketing and Branding in Organizational Framework', inStudies in Systems, Decision and Control. Springer Nature Switzerland. , 538. pp. 247 - 257. ISBN 13: 9783031621017.
Zaki, Y., Wu, MS., 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', inStudies in Systems, Decision and Control. Springer Nature Switzerland. , 545. pp. 311 - 321. ISBN 13: 9783031652028.
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