Russa Yuan

Programme Director of MSc International Management (Marketing), Assistant Professor in Marketing

Nottingham University Business School China
Staff Profile Portrait Image


Contact

Office

Room 410, IEB

Campus

University of Nottingham Ningbo China

Address

199 Taikang East Road, Ningbo, 315100, China

Telephone

+86 574 8818 0000 ext. 8236

Qualifications

PhD (The University of Nottingham)

MSc (The University of Nottingham)

BA (The University of Nottingham Ningbo China)


Biography

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 was a​warded 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 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.

Russa is passionate about the value of integrating research into teaching and her teaching quality has been recognized by students at various levels. Russa has also engaged in many high-profile executive education programmes from the Chinese government as well as from leading companies in the area of marketing strategy and e-commerce.


Teaching

Undergraduate

  • Fundamentals of Marketing
  • Consumer Behaviour
  • Marketing Basics
  • Marketing Strategy
  • Introduction to Management
  • Managing the Marketing Mix

Postgraduate

  • Introduction to Research Methods

Research interests

Dr. Russa Yuan’s research interests focus on green consumption and new emerging economy. Specifically, she focuses on how marketing innovations such as green marketing and sharing economy influence on consumer behaviour and branding strategies of companies.


Publications

  • Liu, P. C. Y., Yuan, R. Z., Luo, J. & Balaji, M. S. (forthcoming) Evolution of B2B relationship stage in china a study of Confucianism philosophy, Industrial Marketing Management. (SSCI, ABS3)
  • Luo, J.*, Tóth, Z., Liu, M. J, & Yuan, R. Z. (2021). Social media-related tensions on business-to-business markets–Evidence from China. Industrial Marketing Management, 93: 293-306. (SSCI, ABS 3)
  • Yuan, R.Z. & Chen, (forthcoming), “Sustainable Marketing in China-the Case of Monmilk” in Bhattacharyya, J., Dash, M.K, Hewege, C., Balaji, M.S, & Lim, W. M. (eds.), Social and Sustainability Marketing: A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science, Taylor & Francis. (book chapter)
  • Yuan, R. Z. Liu, M., Chong, A.Y.L. and Tan, K.H. (2016) An Empirical Analysis of Consumer Motivation towards Reverse Exchange. Supply Chain Management: An International Journal, 21(2):180-193 (SSCI, IF=3.500, ABS Level 3)
  • Yuan, R.Z., Liu, M. J. Luo, J. and Chong, A.Y. L. (2016). Conceptualizing Customer Perceived Green Value as a Second-order Construct. Advances in Consumer Research(ABS Level 2)
  • Liu, M. J. Luo, J. and Yuan, R.Z. (2016). The roles of legitimacy concerns, authenticity and income level in international supermarkets. Advances in Consumer Research. (ABS Level 2)
  • Luo, J., Liu, M. J. Yuan, R.Z. and Yannopoulou, N. (2016). Does it Matter who should be Blamed? Minimizing Customer Aggression When Service Failed. Advances in Consumer Research. (ABS Level 2)
  • Luo, J., Liu, M. J. Yuan, R.Z. (2016) The Moderating Effect of Customer Skepticism, Group Empowerment, Face Losing and Emotional Contagion on Customers' Aggressive Behaviors. Advances in Consumer Research. (ABS Level 2)
  • Yuan, R.Z.,  Liu, M., Luo, J.  and Yen, D. (2016)  Reciprocal Transfer of Associations Arising From Higher Education Brand Extensions: The Relationship between Parent Brand Identity and Extended Brand Image in the UK and China. Journal of Business Research, 69(8):3069-3076 (SSCI, IF=2.324, ABS Level 3)
  • Liu, J.C., Yuan, R.Z.*, Liu, M. and Sun, J. (2015). Cognitive Dissonance in Luxury Consumption in the Market of China. Journal of Donghua University, (Eng. Ed.), 32 (2): 69-75. (EI)
  • Yuan, R.Z., Liu, M., Luo, J., Nguyen, B. and Yang, F.K. (2014). A Critical Review of the Literature on Authenticity: Evolution and Future Research Agenda. International Journal of Service, Economics and Management, 6 (4): 339-356(Scopus, ABDC quality list C)
  • Hu, X. and Yuan, R. Z. (2012). A Study of Chinese Consumers’ Ethical Beliefs and Their Attitudes Towards Business. Market Modernization, 19, 74-75. (In Chinese)

Book Chapters

  • Yuan, R.Z., Liu, M. (2017). Understanding Consumers’ Brands Experience in Japan: A case study of Lexus. Edited by Nguyen, B., Melewar, T. C. and Schultz, in Branding in Asia. Palgrave Macmillan.
  • Yuan, R.Z., Liu, M. and Liu, J. (2015). Ethical Marketing: China, Taiwan, Japan & South Korea. Edited by Nguyen, B. and Rowley, C. in Ethical and Social Marketing in Asia. Elsevier.

Conference presentations

  • Yuan, R. Z. (2018). The Emergence of Collaborative Tourism: An Application of Intimacy Theory. China Marketing International Conference (CMIC), July 20-22, Shanghai, China.
  • Yuan, R. Z. (2016). What are Chinese Consumers' Ethical Beliefs? The role of Chinese Consumers' Attitudes towards Business. The ANZMAC, December 5-7, Christchurch, New Zealand.
  • Luo, J. Liu, M. J. and Yuan, R. Z. (2015). The Moderating Effect of Customer Skepticism, Group Empowerment, Face Losing and Emotional Contagion on Customers' Aggressive Behaviors. Association for Consumer Research (ACR), October 1-4, New Orleans, U.S.A.
  • Yuan, R. Z., Liu, M. J., Nguyen, B., Luo, J. and Man, T. W. (2015). Understanding Consumers' Perceptions of Internationalizing Higher Education in Foreign Markets. Academy of Management (AOM), August 7-11, Vancouver.
  • Yuan, R. Z., Liu, M. and Luo, J. Chong, A. (2015). Conceptualizing Customer Perceived Green Value as a Second-order Construct. Advances in Consumer Research Asia Pacific Conference, June 19-21, Hong Kong.
  • Luo, J., Liu, M. Yuan, R. Z. and Yannopoulou, N. (2015) Does it Matter who should be Blamed? Minimizing Customer Aggression When Service Failed. Advances in Consumer Research Asia Pacific Conference, June 19-21, Hong Kong.
  • Liu, M., Luo, J. and Yuan, R. Z. (2015) The roles of legitimacy concerns, authenticity and income level in international supermarkets. Advances in Consumer Research Asia Pacific Conference, June 19-21, Hong Kong.
  • Yuan, R. Z., Liu, M. J., Luo, J. (2014). Why Consumers Buy Green Products? A Utility Theory Perspective. Association for Consumer Research Conference (ACR), Working Paper, October 23-26, Baltimore (USA).
  • Zhou, J.Z., Liu, M., Yuan, R. Z., Guan, Z. Z. and Luo, J. (2014). The Impact of Chinese Culture and Negative Emotions Towards Luxury Consumption: A Study of Chinese Consumers. 43th Annual Conference, European Marketing Academy (EMAC), June 3-6, Valencia (Spain).
  • Yuan, R. Z., Liu, M. Chong, A. and Luo, J. (2014). Green Consumption: The Roles of Green Value, Perceived Utilities and Purchase Intention. 43th Annual Conference, EMAC, June 3-6, Valencia (Spain).
  • Yuan, R. Z. (2013). Chinese Consumers’ Ethical Beliefs: An Investigation Into Chinese Consumers’ Attitudes Towards Business Affecting Their Ethical Beliefs. China Marketing International Conference, July 12-15, China.
  • Luo, J. Yuan, R. Z. Liu, M. and Moosmayer, D. (2013). Do Customers Buy Our Story? The Effects of Customer Attribution and Skepticism on Negative Emotion and Customer Aggression Following Service Failure. 42th Annual Conference, EMAC, June 4-7, Istanbul.
  • Chen, Y. Y. Yuan, R. Z. Moosmayer, D. and Liu, M. (2013). Need for Cognition as a Moderator in the Association between Advertising Avoidance and Skepticism Towards an Advertisement. 42th Annual Conference, EMAC, June 4-7, Istanbul.
  • Yuan, R. Z. (2012). Chinese Consumers’ Ethical Beliefs: An Investigation Into Chinese Consumers’ Attitudes Towards Business Affecting Their Ethical Beliefs. Ningbo Postgraduate Academic Festival. November 2-6. Ningbo.

Funded projects / Research grants

  • National Natural Science Foundation China Youth Program (NSFC) Grant (2018), “Collaborative Consumption in Hospitality and Tourism in China: From Customer Engagement Perspective”, PI, RMB 181,000
  • Jiangsu Philosophy and Social Sciences Research Funding Programme (2018), “An Investigation into Factors of Collaborative Tourism in Suzhou”, PI, RMB 10,000
  • Research Development Fund (RDF), International Business School Suzhou, Xi’an Jiaotong Liverpool University, (2016), “Collaborative Consumption in Hospitality and Tourism in China”, PI, RMB 88,000
  • National Natural Science Foundation China Youth Program (NSFC) Grant (2015), PP
  • University of Nottingham Ningbo China, Graduate School, Conference Funding (2014, 2015)
  • Institute of Asia and Pacific Studies (IAPS), University of Nottingham Ningbo China, Postgraduate top up funding scheme (2014, 2015)