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Yi Wu |
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Ph.D. in Marketing | 2015-2020 |
School of Economics and Management, Tsinghua University, China
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Visiting Ph.D. student in Marketing | 2017-2019 |
Ross School of Business, University of Michigan, Ann Arbor
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M.S., Marketing | 2015 |
School of Business, East China Normal University, China
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B.A., Business Administration (Accounting) and Applied Psychology | 2012 |
East China Normal University, China |
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Yi WU received her Ph.D. degree in Marketing from School of Economics and Management, Tsinghua University. She was also a visiting Ph.D. student at Ross Business School, University of Michigan, Ann Arbor. She received her M.S. degree in Management and her B.A. and B.S. degrees from East China Normal University. Her research interests include consumer behavior in globalization, global branding, and general branding issues from consumers’ perspective. Her research has been published at International Marketing Review, Asia Pacific Journal of Marketing and Logistics, among others.
1. Have consulted or done marketing research for the following organizations on advertising and branding:
Sergent Major
Oakely (Luxottica Retail)
White Rabbit (Guan Sheng Yuan Group)
Chibi Brick Tea (Chibi Government)
2. Have studied and written cases for the following brands or companies:
Jiaxun He, Yi Wu. “Coca-Cola’s Nickname Bottle: Battle for Consumer’s Mind in the Social Network Time,” indexed in CEIBS global platform of China cases (No. MKT-14-280), 2015.Global and Local Identities, Global Branding, Marketing in Emerging Countries |
Economies Brand Image/Personality/Extension/Equity from Consumers’ Perspective |
1. “Bridging the Gap between Nation Branding and Country Equity Application: Integrated Review and Research Directions,”, accepted by International Marketing Review. (equal authorship; with Jiaxun He, Chenglu Wang)
2. “How Brand Concepts Represented as Human Values Promote Evaluation: The Triggering Role of Incidental Emotions,” forthcoming at Asia Pacific Journal of Marketing and Logistics, 2020, 32(6), 1194-1213. (first author; with Yuanyuan Cai, Jiaxun He)
3. “Global Citizenship and Reactance,” International Marketing Review, 2019, 36(5), 628-632. (second author, with Rajeev Batra)
4. “Cultural Identity, Consumer Ethnocentrism, and Market Segmentation: Evidence from Six Major Cities in China (in Chinese)”, Management World, 2017(5). (corresponding author)
5. "Global Brand Equity, Brand Authenticity and Purchase Likelihood: Evidence from Chinese Consumers (in Chinese)", Journal of Marketing Science, 2016(2). (first author)
6. "Global Brand Equity: Construct, Measurement, and Influencing Factors (in Chinese)", Lead Article, Foreign Economics and Management, 2017(1). (first author)
7. "Brand Values: Three Studies on the Representations of Country Brand of China, China’s Business Brands and Their Strategic Implications (in Chinese)", Journal of East China Normal University, 2015(5). (second author)
8. "Brand Values: A New Strategy for Chinese Brand as Global Positioning (in Chinese)", Tsinghua Management Review, 2016(4). (second author)
9. "Nation Equity: Conceptualization and Integrated Review (in Chinese)", Foreign Economics and Management, 2020(5). (second author)
10. “How Does Nike+ Utilize Big Data (in Chinese)” Tsinghua Management Review, 2014(12). (second author)
11. "Do Chinese Elements Matter: Consumer Evaluation on the Localized Adaption Strategy for Global Brands from the Perspective of Stereotype Consistency (in Chinese)", Journal of East China Normal University, 2014(5). (second author)
2020 | Wei Jie Award (for excellence in research) given by School of Economics and Management, Tsinghua. |
2019 | Finalist for the Best Article Award given by Chines Marketing Association of Universities (CMAU) Annual Conference, Changsha, China. |
2017 | Kobayashi Academic Paper Award given by School of Economics and Management, Tsinghua. |
2016 | Wei Jie Award (for excellence in research) given by School of Economics and Management, Tsinghua. |
