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Sophie Yang

Dr

  • 9 Citations
  • 2 h-Index
20092019
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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

PhD in Marketing, Bournemouth University

MA in Marketing , Bournemouth University

BA Business Administration (Hons), Chinese Culture University

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Research Output 2009 2019

  • 9 Citations
  • 2 h-Index
  • 4 Chapter
  • 4 Paper
  • 3 Article
  • 1 Conference proceeding

Co-creating Brand Identity: the case of UK Higher Education

Robson, J., Roy, S., Chapleo, C. & Yang, S., Feb 2019, Strategic Brand Management in Higher Education. Nguyen, B., Melewar, T. C. & Hemsley-Brown, J. (eds.). 1 ed. Routledge Taylor & Francis Group

Research output: Chapter in Book/Report/Conference proceedingChapter

Higher Education: a once-in-a-lifetime purchase

Yang, S., Yen, D. & Balmer, J., 12 Apr 2019, (Accepted/In press) In : Qualitative Market Research. (In-Press), p. (In-Press) 40 p.

Research output: Contribution to journalArticle

Purchase
Marketing
Higher education institutions
Decision making
Purchase decision

Services and Relationship Marketing: Perspectives on Young Consumers

Hong, Y., Tran Nguyen, H. A. & Yang, S., 22 Nov 2017, Young Consumer Behaviour: : A Research Companion. Gbadamosi, A. (ed.). 1 ed. Routledge, 22 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

marketing
pocket money
disposable income
holiday
parents
5 Citations (Scopus)
Electronic word-of-mouth
Managers
Decision making
Marketing information
Information sources

Services Marketing

Yang, S. & Roy, S. K., 2013, Principles of Marketing: a value-based approach. . Gbadamosi, A., Bathgate, I. & Nwankwo, S. (eds.). 1 ed. Palgrave Macmillan Ltd., p. 283-304 22 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

Activities 2009 2016

  • 9 Participation in conference

RAISE conference (Researching, Advancing and Inspiring Student Engagement)

Sophie Yang (Speaker)
8 Sep 20169 Sep 2016

Activity: Participating in or organising an eventParticipation in conference

The Academy of Marketing, Higher Education colloquium

Sophie Yang (Speaker)
27 Apr 2016

Activity: Participating in or organising an eventParticipation in conference

The Academy of Marketing conference

Sophie Yang (Speaker)
14 Jul 2014

Activity: Participating in or organising an eventParticipation in conference

The Academy of Marketing conference

Sophie Yang (Speaker)
14 Jul 2014

Activity: Participating in or organising an eventParticipation in conference

The 6th International Conference on Higher Education Marketing

Sophie Yang (Speaker)
18 Apr 201120 Apr 2011

Activity: Participating in or organising an eventParticipation in conference