Personal profile

Personal profile

Dr Tsun Wai (Wesley) Yuen is currently a lecturer in Marketing at Royal Holloway, University of London. Prior to this, Wesley worked as a lecturer in marketing at the University of Lincoln, coordinating modules for both undergraduate and postgraduate students. Wesley obtained his fully-funded Economic and Social Research Council (ESRC) PhD in Marketing at the Alliance Manchester Business School in the topic of brand extension strategies from an emotional perspective. His main research areas are brand management, integrated marketing communications and consumer psychology (mainly in personality, cognition and emotion). Wesley also involved in projects related to various contexts, including cross-gender branding, the tourism marketing and not-for-profit organisations. Wesley has published in internationally-recognised journals and conferences, such as Journal of Business Research, International Journal of Contemporary Hospitality Management, Resources, Conservation & Recycling, Journal of Marketing Communications, European Academy of Marketing Conference (EMAC), and American Marketing Association Conference (AMA).

Educational background

PhD in Business and Management at the Alliance Manchester Business School, The University of Manchester

MSc in Marketing (Retailing) with Distinction at the Alliance Manchester Business School, The University of Manchester

BSc in Marketing (First-class Honours) at the Newcastle University Business School, Newcastle University


Fellow of the Higher Education Academy (FHEA)

Associate Chartered Marketer - Chartered Institution of Marketing (ACIM)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Business and Management, PhD, University of Manchester

Award Date: 1 Dec 2020

Marketing (Retailing) with Distinction, MSc, University of Manchester

Award Date: 1 Dec 2015

Marketing (First-class honours), BSc, Newcastle University

Award Date: 1 Jul 2014

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or