Dorothy A. Yen

​Holding a PhD in Marketing from the University of Leeds and serving as a Professor of Marketing at Brunel Business School, Brunel University London. Focus areas include consumer-centric marketing, branding, and tourism, with studies on the cultural impact on human behavior in both B2B and B2C contexts. In B2B, research examines cross-cultural business relationships, while in B2C, exploring consumer acculturation, migrants' consumption practices, and social media activities. Additionally, investigating tourism boycotts and tourists' interactions with destinations online.
During the Covid-19 pandemic, research focused on how UK migrants coped with the disease amidst institutional uncertainty. A proposal on branding Wales as a land of dragons and legends triggered significant debate, resulting in an invitation to present evidence to the Welsh Affairs Committee. Member of the Marketing and Corporate Brand Research Group and leader of the Responsible Consumption and Circular Economy Lab at the CBASS research center for Sustainability and Entrepreneurship.

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