Projects per year
Personal profile
Research Interests
Dr. Russa Yuan’s research interests focus on green consumption, sharing economy and marketing innovations. Specifically, she focuses on how marketing innovations such as green marketing and sharing economy influence on consumer behaviour and branding strategies of companies.
Personal profile
Dr. Ruizhi YUAN is an Assistant Professor in Marketing at Nottingham University Business School China. Her research interests focus on green consumption and new emerging economy. Specifically, she focuses on how marketing innovations such as green marketing and share economy influence on consumer behaviour and branding strategies of companies. She has successfully completed the National Natural Science Foundation of China (NSFC) as principal investigator based on the research topic of how collaborative tourism impacts on customer engagement.
Russa completes her PhD degree at the Nottingham University Business School China. She has been working at Xi’an Jiaotong Liverpool University as a Lecturer in Marketing and Programme Director of BA Business Administration before she joined NUBS. Her research has been published in world leading Journals such as European Journal of Marketing, Industrial Marketing Management, Journal of Business Research and Supply Chain Management: An International Journal. One of her research papers has also been nominated as the finalist in the European Marketing Academy (EMAC) Best Paper Award in 2014.
Teaching
Undergraduate
- Consumers & Markets
- Marketing Management
Postgraduate
- Marketing Management in the Digital Economy
- Critical Marketing
- Essentials of International Marketing
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Projects
- 1 Finished
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Collaborative Consumption in Hospitality and Tourism in China: From Customer Engagement Perspective
1/01/19 → 31/12/21
Project: Government Funded Projects › Vertical-National Government Funded Projects
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Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US
Wang, Z., Yuan, R., Liu, M. & Luo, J., 14 Mar 2022, In: International Marketing Review.Research output: Journal Publication › Article › peer-review
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Redefining “masstige” luxury consumption in the post-COVID era
WANG, Z., Yuan, R., Luo, J. & Liu, M., Apr 2022, In: Journal of Business Research. 143, p. 239-254 16 p.Research output: Journal Publication › Article › peer-review
1 Citation (Scopus) -
Understanding organizational resilience in a platform-based sharing business: The role of absorptive capacity
Yuan, R., Luo, J., Liu, M. J. & Yu, J., Mar 2022, In: Journal of Business Research. 141, p. 85-99 15 p.Research output: Journal Publication › Article › peer-review
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What’s in it for you? Examining the roles of consumption values and Thaler’s acquisition–transaction utility theory in Chinese consumers’ green purchase intentions
Yuan, R., Liu, M. & Blut, M., 6 Apr 2022, In: European Journal of Marketing. ahead-of-print, ahead-of-print, 43 p.Research output: Journal Publication › Article › peer-review
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Evolution of B2B Relationship Stages in China: A Study of Confucianism Philosophy
Liu, P. C. Y., Yuan, R., Luo, J. & Makam, S. B., 2021, In: Industrial Marketing Management.Research output: Journal Publication › Article › peer-review