Dr Chong Yu

Dr Chong Yu
NameDr Chong Yu
Job titleSenior Lecturer in Marketing
Research institute
Primary appointmentMarketing, Enterprise & Tourism
Email addressc.yu@mdx.ac.uk
ORCIDhttps://orcid.org/0000-0003-3877-4928
Contact categoryAcademic staff

Biography

Biography

Dr. Chong Yu is a Senior Lecturer in Marketing and the Departmental PGR Research Lead (Marketing, Enterprise, and Tourism) at the Faculty of Business and Law, Middlesex University London. His research focuses on business-to-business relations and consumer psychology across various contexts, such as multinational corporations, retailing, hospitality, and tourism management.

He mentors research projects at both postgraduate and undergraduate levels. If you are passionate about pursuing a PhD in the field of business and management, please email him to discuss your research proposal.

Teaching

  • Module Leader: Marketing Research and Insights (MKT2001)
  • Module Leader: Event Planning and Management (TOU3026)
  • Module Leader: Events Management (TOU4232)
  • Dissertation Supervisor: Research Project (MKT4166)

Employment

Lecturer in Marketing
Middlesex University London
27 Jul 2020
31 Aug 2023

Education and qualifications

Grants

Prizes and Awards

External activities

Research outputs

Job demands-resources theory extended: stress, loneliness, andcare responsibilities impacting UK doctoral students’ and academics’ mental health

Ueno, A., Yu, C., Curtis, L. and Dennis, C. 2024. Job demands-resources theory extended: stress, loneliness, andcare responsibilities impacting UK doctoral students’ and academics’ mental health. Studies in Higher Education. https://doi.org/10.1080/03075079.2024.2357148

A review of the metaverse in higher education: opportunities, challenges and future research agenda

Ueno, A., Curtis, L., Wood, R., Al-Emran, M. and Yu, C. 2024. A review of the metaverse in higher education: opportunities, challenges and future research agenda. in: Al-Sharafi, M., Al-Emran, M., Tan, G. and Ooi, K. (ed.) Current and Future Trends on Intelligent Technology Adoption: Volume 2 Cham Springer. pp. 1-16

When challenges hinder: An investigation of buyer-imposed stressors on supplier flexibility

Yu, C., Ang, D., Najafi-Tavani, Z. and Zantidou, E. 2023. When challenges hinder: An investigation of buyer-imposed stressors on supplier flexibility. Industrial Marketing Management. 113, pp. 88-99. https://doi.org/10.1016/j.indmarman.2023.06.001

Building subsidiary local responsiveness: (When) does the directionality of intrafirm knowledge transfers matter?

Najafi-Tavani, Z., Robson, M., Zaefarian, G., Andersson, U. and Yu, C. 2018. Building subsidiary local responsiveness: (When) does the directionality of intrafirm knowledge transfers matter? Journal of World Business. 53 (4), pp. 475-492. https://doi.org/10.1016/j.jwb.2018.01.004

The effects of challenge and hindrance stressors on multinational corporations’ subsidiary performance: the role of institutional dependence

Yu, C. 2020. The effects of challenge and hindrance stressors on multinational corporations’ subsidiary performance: the role of institutional dependence. PhD thesis University of Leeds Marketing

The roles of institutional dependence and slack financial resources: Implications for the challenge–hindrance stressors framework in headquarters-subsidiary relationships

Yu, C., Najafi-Tavani, Z., Robson, M. and Zaefarian, G. 2020. The roles of institutional dependence and slack financial resources: Implications for the challenge–hindrance stressors framework in headquarters-subsidiary relationships. 49th Annual EMAC Conference. Budapest 26 - 29 May 2020 Proceedings of the European Marketing Academy, 49th.
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