Dorothy Yen

Dr Dorothy A. Yen is a Professor in Marketing at Brunel Business School, Brunel University London. Dorothy takes on a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both b2b and b2c domains. In b2b domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural specific factors affect business relationships and collaborations. In b2c domain, she studies consumer acculturation, sojourners and migrants consumption practices and social media activities in relation to their cultural identity, as well as tourism boycott and tourists' interactions with destinations on social media.