Photo of Sophie Yang
  • Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus
20092021

Research activity per year

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Personal profile

Research Interests

Services Marketing; Online word of mouth; Consumer decision making; Marketing of Higher Education

Biography

Sophie held several marketing posts in industry prior to joining academia. She had a PhD in Marketing and an MA in International Marketing and her research interests are in the marketing of Higher Education and the consumption of services.

Since acquiring her doctorate, Sophie had published in a number of journals such as the Journal of General Management. In addition, she had written book chapters and case studies in mainly services marketing area.

Research:

Sophie’s research aim is to understand consumers by a continually evolving research design, which seeks to describe many perceived realities of consumer experiences that cannot be known a priori because they are time- and context-specific. Sophie uses an evolving research design in her consumer research projects, as she believes that due to the human’s ability to adapt, the best approach to understanding of consumers is through the use of the human instrument.

Area of Expertise:

  • Services Marketing
  • Principles of Marketing
  • Marketing Research
  • Buyer Behaviour

Education/Academic qualification

Postgraduate Certificate in Higher Education, Coventry University

Award Date: 1 Sep 2009

PhD in Marketing, Bournemouth University

Award Date: 1 Oct 2008

MA in Marketing , Bournemouth University

Award Date: 1 Apr 2003

BA Business Administration (Hons), Chinese Culture University

Award Date: 1 Jun 1998

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