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Yuan Denghua
2022-07-02 11:21  


Yuan Denghua (Professor, Ph.D)

Personal Information

Name: Yuan Denghua

Gender: Male


Research Direction

Consumer Psychology and Brand Management; Organizational Behavior and Human Resource management

Education Background

-1981 - 1985 Dept. of Education of Jiangxi Normal University, Bachelor of Education

-1988 - 1991 Dept. of Psychology of Central China Normal University, M.A.in Psychology

-2001 - 2004 School of Psychology of ZheJiang University, Ph D.



7/1985—8/2010: Teaching in the School of Psychology of Jiangxi Normal University

9/2010—present: Teaching in the School of Business of Guangdong University of Foreign Studies

Academic Papers

Denghua Yuan, Zhibin Lin, Raffaele Filieri, Ran Liu, Mengqin Zheng. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115: 38-47.

Yuan Denghua., & Gao, Lidan. (2020). Para-social Interaction in social Media and Its Marketing Effectiveness. Foreign Economics & Management, 42(7): 21-35.

Yuan Denghua, Wu Qiulin, Zhu Liye. (2020). The Impact of Brand Anthropomorphism on Online Consumer Brand Engagement: A Mediated Test. Journal of Psychological Science, 43(4): 963-968.

Chunyu Li, Yougfu He, Ling Peng, Denghua Yuan. (2019). How manufacturer brand erosion shapes consumer assortment perceptions. Asia Pacific Journal of Marketing and Logistics, 32(4): 922-939.

Denghua Yuan, William Wei. (2018). Bauing Construction Holding Group Co. Ltd.: Going Global. Ivey Publishing. 9B18M187.

Zhu Liye, Yuan Denghua, & Hao Jia. (2018). Research on the effect of customer engagement in brand co-creation on brand commitment in virtual brand community—The mediating effects of brand experience. Chinese Journal of Management, 15(2) : 262-271.

Denghua Yuan, William Wei. (2017). Branding BY-HEALTH: The Value of Transparency. Ivey Publishing. 9B17M126.

Denghua Yuan, Zhibin Lin, & Ran Zhuo. (2016). What drives consumer knowledge sharing in online travel communities?:Personal attributes or e-service factors? Computers in Human Behavior, 63: 68-74.

Denghua Yuan, Geng Cui, & Lei Lai. (2016). Sorry seems to be the hardest word:consumer reactions to self-attributions by firms apologizing for a brand crisis. Journal of consumer marketing, 33(4): 281-291.

Denghua Yuan, & Robert Keith Shaw. (2014). The Concept of Brand Insecurity & Its Measurement for ISO 10668 Valuations. Journal of Financial Risk Management, 3: 177-184.

Yuan Denghua.(2004). Research on brand loyalty structure and its psychological mechanism. International Journal of Psychology, 39(5-6).

Yuan Denghua,Yu Qiong.(2008). The impact of the emotional intelligence of employees and their manager on the job performance of employees. International Journal of Psychology, 43(3-4).

Bi Zhenli, Yuan Denghua.(2011). Dimensions and differences of post purchase----An analysis based on different consumption situations. Soft Science, 25(8), 139-144.

Yuan Denghua, Luo Siming, Fu Chunjiang, Xie Yingqin. (2010). Impact of Advertising Intervention on Consumer’s Brand Attitude and Trust. Acta Psychologica Sinica, 42(6),715-726.

Shen Yimo, Yuan Denghua, Zhang Hua, Yang Dong, Zhang Jinfu, Zhang Qinglin. (2009). The impacts of perceived organizational support and perceived external prestige on organizational citizenship behavior: Organizational identification as mediator and need for self-esteem as moderator. Acta Psychologica Sinica, 41(12), 1215-1227.

Yuan Denghua, Wang Zhongming. (2005). A situational simulated experiment on the impact of goal motivation on entrepreneurial action effectiveness. Acta Psychologica Sinica, 37(6), 812- 818.

Shen Yimo, Yuan Denghua. (2007). The Impact of Psychological Contract Breach on the Work-Related Attitude and Behavior of employees. Acta Psychologica Sinica, 39(1), 155-162.

Yuan Denghua, Luo Siming, Ye Jinhui. (2009). Research on the Separation between Implicit Brand Attitude and Explicit Brand Attitude. Psychological Science, 32(6), 1298-1301.

Yuan Denghua. (2009). A Research on Motivation for Brand Loyalty and Brand Switching. Psychological Science, 32(1), 130-133.

Yuan Denghua, Luo Siming, Tang Chunyan, Jiang Liying. (2008). A research on the driving mechanism of the cause and effect of brand trust. Psychological Science, 31(6), 1334-1338.

Yuan Denghua. (2007). A review and outlook on the research on brand trust. Psychological Science, 30(2), 434-437.

Yuan Denghua, Luo Siming, Li You. (2007). Research on the Structure of Brand Trust and its Measurement. Psychological Exploration, 27(3), 81-86.

Yuan Denghua. (2000). Psycho-mechanism of brand building and marketing strategies. Psychological Exploration, 20(2), 59-63.

Qin Lei, Yuan Denghua. (2005). Applying generalizability theory to the performance assessment. Psychological Science, 28(3), 650-651.

Yuan Denghua. (2005). Research on the impact of achievement goal orientation on the effectiveness of entrepreneurial action. Psychological Science, 28(6), 1388-1392.

Yuan Denghua. (2004). Development on goal commitment in overseas research. Psychological Science, 27(5), 1278-1279.

Yuan Denghua. (2002). The procedure of the design of psychological experiments. Psychological Science, 25(3), 300-302.

Yuan Denghua. (2005). Management of Bi-Loyalty between Organization and Employees Based on the Lifetime-Value of the Latter. Economic Management, 19, 60-62.

Jiang Linfeng, Yuan Denghua. (2009). Review and prospect on the Research of Personal Initiative. Advances in Psychological Science, 17(1), 165-171.

Wu Xinhui, Yuan Denghua.(2009). To Build and Measure the Brand Associations of Consumer. Advances in Psychological Science, 17(2), 451-459.

Wu Xinhui; Yuan Denghua.(2010). Adaptive performance: a domain remains to be further studied. Advances in Psychological Science, 18(2), 339-347.

Shen Yimo, Yuan Denghua. (2006). Review on Psychological Contract Breach. Advances in Psychological Science, 14(6), 912-917.

Yuan Denghua. (1997). Research on the product cognitive value. Journal of Jiangxi Normal University (Social Sciences), 30(4), 46-49.

Scientific Research Projects

Yuan Denghua (2018-2021). Research on the psychological mechanism of consumer brand engagement and management strategy in the context of internet funded by the National Natural Science Foundation of China.

Yuan Denghua (2012-2015). Research on the Damage Mechanism and Dissolve Strategy of Brand Insecurity Based on Brand Mind Theory funded by the National Natural Science Foundation of China.

Yuan Denghua (2010-2012). Research on Brand Impression Management based on Impression Formation Theory funded by the National Natural Science Foundation of China.

Yuan Denghua (2006-2008). Research on Brand Trust Mechanism Based on the Model of Dual Attitude funded by the National Natural Science Foundation of China.


Academic Position

Vice President of the Research Association of Human Resource Management of Guangdong Province


Academic Position

Vice President of the Research Association of Human Resource Management of Guangdong Province


1. Research on the effect of goal motivation on entrepreneurial action efficacy (Series of papers), Acta Psychologica Sinica, 2005, no.6, won the first prize of the 12th Social Science Outstanding Achievement Award of Jiangxi Province. Award department: Jiangxi Federation of Social Science, Award time: July 2007.

2. Research on brand Trust Structure and Its Cause and Effect Driving Mechanism (Series of papers), Psychological Science, 2008 (6), won the second prize of the 13th Jiangxi Provincial Social Science Outstanding Achievements. Award department: Jiangxi Federation of Social Science, Award time: September 2009. Jiangxi Federation of Social Sciences [2009] No.19 article

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