工作经历

Currently she is teaching Strategic Brand Management, Marketing Management, and Business Simulation for MBA and Executive Develop program.

Her research interest focuses on the creation, management and valuation of brand asset. She has published more than 20 papers in state level journals including Journal of Management World, Journal of China Industrial Economy, Acta Phychologica Sinica, China Soft Science, Studies in Science of Science, Marketing Science, and Nankai Business Review. A number of her research also appeared in the international journals such as Journal of Brand Management, Journal of Product and Brand Management, International Journal of Global Management Studies, and Frontiers of Business Research in China. Seven of her cases in marketing and branding have been included in the China Business Case Center Tsinghua SEM and 'Marketing Strategy of Xi'an Railway Station' won the prize from China National MBA Education Supervisory Committee in 2010. Yu also participated in editing the book of Innovation in Retailing Management in China, Marketing Cases (domestic cases, Volume Ⅰ), and Products Management. Besides, she translated the book The Brand Gap with the other two scholars in 2004. As the sub-project director, she is undertaking a major project of National Natural Science Foundation, "Research on Brand Management in China" and a major research project of Ministry of Education, "Research on Accelerating the Development of global Brands of Chinese Enterprises".

Lily C Dong, Yu Chunling (2020) , "Globalization or Localization: Global Brand Perception in Emerging Markets," International Business Research; 13(10), 53-65.

Wei, Yujie, Naveen Donthu, and Chunling Yu (2020), "The Role of User Autonomy in Branding on Social Networking Sites: A Perspective of Self-Determination Theory," Journal of Digital & Social Media Marketing, 8(2), 166-183.

Yu Chunling, Lily Dong (2019), "Segmentation of Young Adult Consumers in China: A Global-local Cultural Identity Perspective", International Journal of Marketing Studies, Vol. 11, No. 1, March 2019.

Yu Chunling, Lily Dong (2017), "How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China", International Journal of Business and Management, Vol. 12, No. 11. 111-119.

Zhu Xiaodong, Yu Chunling, Hu Saiquan (2016), "Love for One's Country or Oneself: a Brand-Choice Framework in Emerging Markets", Social Behavior and Personality, Vol. 44, Issue 2, 325-337.

Lisa Wan, Patrick Poon, Yu Chunling (2016), "Consumer Reactions to Corporate Social Responsibility Brands: The Role of Face Concern", Journal of Consumer Marketing, Vol.1, No. 33. 52-60.

Wang Xia, Yu Chunling, Lily C. Dong (2016), "The Direct and Reposting Effects of Advertorial on Sales", Frontiers of Business Research, Volume 10, Number 3, 451-469.

Wang Xia, Yu Chunling (2013), "Effect of Event Valence on Future Time Perception and Choices: A Construal Level Perspective", Psychologia, 56. 194-207.

Wei Yujie, Yu Chunling(2012), "How Do Reference Groups Influence Self-Brand Connections among Chinese Consumers? Implications for Advertising", Journal of Advertising, Vol. 41, No. 2, 39-54.

Wang Xia, Yu Chunling, Wei Yujie(2012), "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework", Journal of Interactive Marketing, Vol.26, pp.198-208.

Yanfeng Zhou, Patrick Poon, Yu Chunling, (2012), "Segmenting blood donors in developing countries", Marketing Intelligence & Planning, Vol. 30 Iss: 5, pp. 535-552.

Yu Chunling, Mike Bastin, Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace, Journal of Brand Management. 2010, 18(2), 105-114.

Yu Chunling, Tang Xu, "The Construct and Influence of Word of Mouth: Receiver Perspectives," Journal of Chinese Marketing. 2010,Vol.3, No.2.

She has served as consultant to a number of corporations including CNCP, China Mobile, TD-SCDMA, and COSFRE. Besides, she has been a visiting scholar at Hong KongUniversity (School of Business), Lingnan University, Hong Kong, and SloanManagementSchool, MIT. At present, she serves as a reviewer for the Journal of Marketing Science. Acta Phychologica Sinica, Nankai Business Review. In addition, she is the peer reviewer for the projects of National Natural Science Foundation of China (NSFC).