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Sophie Yang

Dr

  • 15 Citations
  • 2 h-Index
20092020

Research output 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

PhD in Marketing, Bournemouth University

MA in Marketing , Bournemouth University

BA Business Administration (Hons), Chinese Culture University

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Research Output

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

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

Yang, H-P., Yen, D. & Balmer, J., 22 Jan 2020, In : Qualitative Market Research. (In-Press), p. (In-Press) 40 p.

Research output: Contribution to journalArticle

Open Access
File
  • 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

    Research output: Chapter in Book/Report/Conference proceedingChapter

    Entrepreneurial and SME Marketing

    Hong, Y. & Yang, S., 2019, Contemporary Issues in Marketing. Gbadamos, A. (ed.). London: SAGE Publications, p. 208-230 22 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

    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

  • 9 Citations (Scopus)

    Activities

    • 9 Participation in conference

    The Academy of Marketing, Higher Education colloquium

    Sophie Yang (Speaker)
    27 Apr 2016

    Activity: Participating in or organising an eventParticipation 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 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