Projects per year
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.
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.
- Consumers & Markets
- Marketing Management
- Marketing Management in the Digital Economy
- Critical Marketing
- Essentials of International Marketing
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- 1 Finished
1/01/19 → 31/12/21
Project: Government Funded Projects › Vertical-National Government Funded Projects
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the USWang, Z., Yuan, R., Liu, M. & Luo, J., 14 Mar 2022, In: International Marketing Review.
Research output: Journal Publication › Article › peer-review
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-review5 Citations (Scopus)
The Influence of Industry Leaders’ Behavior on the Decisions of Common Enterprise Leaders in Enterprise Clustering: An Event-Related Potential StudyZhang, W., Jiang, P., Tong, P., Xu, T., Yuan, R. & Diao, L., 2022, In: Psychology Research and Behavior Management. 15, p. 237-249 13 p.
Research output: Journal Publication › Article › peer-reviewOpen Access
Understanding organizational resilience in a platform-based sharing business: The role of absorptive capacityYuan, 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-review6 Citations (Scopus)
What’s in it for you? Examining the roles of consumption values and Thaler’s acquisition–transaction utility theory in Chinese consumers’ green purchase intentionsYuan, R., Liu, M. J. & Blut, M., 26 Apr 2022, In: European Journal of Marketing. 56, 4, p. 1065-1107 43 p.
Research output: Journal Publication › Article › peer-review1 Citation (Scopus)