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
Person Types
- Staff
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Collaborations and top research areas from the last five years
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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Green consumption
Yuan, R., Hu, A. & Wang, Z., 19 Jan 2024, (Accepted/In press) Concise encyclopedia of corporate social responsibility. Matthews, L., Bianchi, L. & Ingram, C. (eds.). London: Edward Elgar Publishing, 102 p.Research output: Chapter in Book/Conference proceeding › Book Chapter › peer-review
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Consumer anxiety and coping in COVID times: towards a sociological understanding of consumer resilience
Ingram, C., Caruana, R., Chakrabarty, A., Kelemen, M. & Yuan, R., 22 Aug 2023, In: Sociology. 19.Research output: Journal Publication › Article › peer-review
Open AccessFile24 Downloads (Pure) -
Consumer Anxiety and Coping in COVID Times: Towards a Sociological Understanding of Consumer Resilience
Yuan, R., 2023, In: Sociology.Research output: Journal Publication › Article
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Does personalized advertising have their best interests at heart? A quantitative study of narcissists’ SNS use among Generation Z consumers
WANG, Z., Yuan, R., Luo, J., Liu, M. & Yannopoulou, N., Oct 2023, In: Journal of Business Research. 165, 114070.Research output: Journal Publication › Article › peer-review
Open AccessFile2 Citations (Scopus)28 Downloads (Pure) -
Repurchasing probabilistic goods as incentive sensation process for lonely individuals: The roles of liking and wanting
Hu, A., Yuan, R., Chen, R. & Liu, M., 25 Dec 2023, In: Journal of Consumer Affairs. 31 p.Research output: Journal Publication › Article › peer-review
Open Access
Prizes
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First prize of 7th Yinzhou District Excellent Achievements in Philosophy and Social Science
Yuan, Russa (Recipient), Luo, Jun (Recipient) & Liu, Martin (Recipient), Dec 2023
Prize
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Merit prize of the 18th Ningbo excellent achievement award of philosophy and social sciences
Yuan, Russa (Recipient) & Liu, Martin (Recipient), 14 Dec 2023
Prize
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Merit Prize of Yinzhou District Excellent Achievements in Philosophy and Social Science
Yuan, Russa (Recipient), 29 Sept 2022
Prize
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