Summary

Hongyan Yu, professor in  marketing, got his Ph.D degree from University of Tianjin Finance and  Economic. His research interests cover market orientation, customer  experience, online community, customer relationship managements and food  marketing. He has published papers in the Journal of Macro-marketing, Journal of Consumer Marketing, European Journal of Marketing, Journal Consumer Behavior and several Chinese  journals. His teaching courses cover Marketing Management, Marketing  Research, Research Methods and Adverting. Dr.Yu has won awards and  prizes of teaching on provincial and national level. He also has rich  experiences in marketing research and training.

Research Areas

Market orientation, customer experience and food marketing

Educational Background

Ph.D.   Major in Statistics, University of Tianjin Finance and Economics,1996

M.A.     Major in Statistics, Shanghai Academy of social Sciences,1987

B.A.     Major in Statistics, Jilin Finance and Trade College,1982

Professional Experiences

Marketing Professor, Business School, SunYat-Sen University, China, 2007-Present

Marketing Professor, Director of MBA Education Center and Vice Dean, Business School of Jilin University, China, 2000-2007

Statistical Professor and Chair of Information Management Department, China, 1996-1999

Statistical Professor and Dean of Teaching Office, Changchun Taxation Institute, China,1993-1996

Associate Professor, Jilin Finance and Trade College,1982-1993

Visiting Scholar, School of Business, University of Nebraska-Lincoln, USA, 13/05- 14/12

Visiting Scholar, School of Business, Otgao University, New Zealand, 2004- 2005,

Visiting Scholar, Marketing Dept. Youngstown State University, USA 97/05-97/08

Publications

1. Wu Jiefi, Yu Hongyan,  Liu Rong, Touch Screen or Click Mouse? The Effect of Direct and Indirect  Human-computer Interactions on Tourist Enjoyable Experience [J].  Tourism Tribune, 2019,34(01):34-43.

2. Veeck A, Yu H, Zhang H,  et al. Social eating patterns, identity and the subjective well-being of  Chinese teenagers[J]. European Journal of Marketing,  2018,12(52):2356-2377.

3. Liu rong and Yu Hongyan,  Impact of Customer-to-customer Interaction in Online Brand Communities  on Customer Enjoyable Experience, [J]. Journal of Management Science,  2017(6):130-141.

4. Yu Hongyan and Ann  Veeck, Exploratory research Influences on Food Choices of Chinese  Teenagers, [J]. Consumer Economics, , 2017(6):27-34.

5. Chen X, Yu H, Gentry J  W, et al. Complaint or recommendation? The impact of customers' state  and trait goal orientations on customer engagement behaviors[J]. Journal  of Consumer Behaviour, 2017,16:187-194.

6. Veeck A, Yu H, Veeck G. The Transformation of Pig Feasts in Rural Northeast China[J]. Gastronomica, 2017,17(3):58-67.

7. Veeck, A. and K.  Oreilly, et al. (2016). "The Use of Collaborative Midterm Student  Evaluations to Provide Actionable Results." Journal of Marketing  Education 38 (3): 157-169.

8. Yin, C. Y. and H. Y. Yu,  et al. (2016). "Consumers' attributions and brand evaluations in  product‐harm crises: The role of implicit theories of personality."  Journal of Consumer Behaviour 15 (1): 87-95.

9. Chen, X. and H. Yu, et  al. (2015). "What is the optimal number of response alternatives for  rating scales? From an information processing perspective." Journal of  Marketing Analytics 3 (2): 69-78.

10. Song, W. and H. Yu, et  al. (2015). "Goal orientation and employee creativity: The mediating  role of creative role identity." Journal of Management &  Organization 21 (1): 82-97.

11. Veeck, A. and B. Hoger  (2014). "Tools for Monitoring Social Media: A Marketing Research  Project." Marketing Education Review 24 (1): 37-72.

12. Veeck, A. and F. Grace  Yu, et al. (2014). "Influences on food choices of urban Chinese  teenagers." Young Consumers 15 (4): 296-311.

13. Yu, H. and A. Veeck, et al. (2015). "Family meals and identity in urban China." Journal of Consumer Marketing 32 (7): 505-519.

14. Fei Han and Hongyan  Yu(2011). Empirical research on Consumer price sensitive effect factors,  Price Theory and Practice, No.329 (11): 70-71.

15. Xiaozhi Huang and  Hongyan Yu(2011), Social Responsibility, Relationship of Stakeholder and  Return of Investment, Academic Forum v.34;No.242 (03): 121-124.

16. Hongyan Yu(2011).  "Marketing Responsibilities and new Marketing Management Framework in 21  century." Foreign Economics and Management (08): 50-56.

17. Hongyan Yu and Xiaozhi  Huang (2011). " Do print and web surveys provide the different  results?--a comparison of two data collection methodologies,. Statistics  and Information Forum, 26 (10): 97-103.

18. Veeck A., Yu H., Burns A.(2010) Consumer Risks and New Food Systems in Urban China[J]. Journal of Macromarketing, 30(3):222-237.

19. Hongyan yu, Jingxin Liu, (2010)Evolution of AMA’s Marketing Definition, Foreign Economics and Management,(03):33-39

20. Xiaozhi Huang, Hongyanyu, Consumer Choice under Emotional Certainty and Uncertainty: Compromise Heuristic Use, 2010(2):14-31

Current Research

Hongyan Yu (2017-2021)  Examining the relationship between Customer Interaction, Customer  Experience, and the Performance of Online Brand Community from the Perspective of Value Co-Creation and Customer Journey No71772183

Teaching

Readings of Marketing strategy for Ph.D students

Research methods for graduated student

Marketing management for MBA

Business research methods for MBA

Marketing research for undergraduate students

Advertising for undergraduate students

Business research methods for undergraduate students

Achievement

Awards on Teaching

Responsible Personnel of State Bilingual Education Model Course (marketing), Ministry of Education (2009)

Distinguish Professor, Education Bureau of Jilin Province (2008)

Responsible Personnel of Teaching Team (marketing), Education Bureau of Jilin Province (2008)

Title of Honour

State Council Special Allowance, State Council, 1994