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Professor Dorothy Yen

Professor Dorothy Yen


Dr Dorothy A. Yen is a Professor in Marketing at Brunel Business School, Brunel University London. Dorothy takes on a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both b2b and b2c domains. In b2b domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural specific factors affect business relationships and collaborations. In b2c domain, she studies consumer acculturation, sojourners and migrants consumption practices and social media activities in relation to their cultural identity, as well as tourism boycott and tourists' interactions with destinations on social media.

Professor Yen is a member of the Marketing and Corproate Brand Research Group at Brunel Business School.

Office hours are provided on a weekly basis. Students can email me to book an appointment at a mutually convenient time. This can be either on campus or via Microsoft TEAM


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


Dr Yen is the Associate Head at Brunel Business School. She is responsible for Brunel Business School's general teaching quality and student experience.

She teaches MB5524 Strategic Marketing Management in Term 1 2020/21.

Newest selected publications

Yen, D., Cappellini, B., Yang, S. and Gupta, S. (2021) 'Coping with Coping: international migrants’ experiences of the Covid-19 lockdown in the UK'. British Journal of Management, in press (4). pp. 1219 - 1241. ISSN: 1045-3172 Open Access Link

Journal article

Yu, Q., Pickering, S., Geng, R. and Yen, DA. (2021) 'Thanks for the memories: Exploring city tourism experiences via social media reviews'. Tourism Management Perspectives, 40. pp. 100851 - 100851. ISSN: 2211-9736

Journal article

Filieri, R., Yen, DA. and Yu, Q. (2021) '#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram'. Tourism Management, 85. pp. 104291 - 104291. ISSN: 0261-5177

Journal article

Wang, CL., Yen, D. and Barnes, BR. (2021) 'Guest editorial'. International Marketing Review, 38 (1). pp. 1 - 5. ISSN: 0265-1335

Journal article

Yen, G., Yen, D., Geng, R. and Azar, G. (2021) 'Drivers of green cooperation between Chinese manufacturers and their customers: An empirical analysis'. Industrial Marketing Management, in press. pp. 137 - 146. ISSN: 0019-8501 Open Access Link

Journal article
More publications(40)