Dr Wesley Yuen

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)

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