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Yang Xiaoyan
2017-07-25 10:39  



Personal  Information

Name: Yang  Xiaoyan

Gender:  female        

Native Place:  Gansu      

Nationality:  Han        

Research  Interests

Marketing and  Brand Management, Consumer Behavior, Internationalization of Chinese  Medicine, European Business Management  

Courses  Taught

Master:  Consumer Behaviors, Marketing Management, Brand Management, Research  Methods        

Bachelor:  Consumer Behaviors, Marketing Management, Brand Management


PhD:  School of Business, Sun Yat-sen University      

Master:  School of Business, Beijing University of Science &  Technology        

Bachelor:  School of Business, Northeastern University

Training:  George Fox University in United State, National School of Administration in  French,  Westminster University in British, University of Lancashire in  British

Work  Experience

Information  Center of Gansu Provincial Planning Commission, Jiaying University in  Meizhou, Guangdong


1. A Study on the Impact of Eco-environmental Awareness on Green  Purchasing Behavior, Consumer Economics, 2009.2

2. Green Value: A New Dimension of Customer Perceived Values,  China Industrial Economics, 2006.7

3.Gender Roles of Female Consumer: A Scale Development,, Journal  of Marketing Science, 2006.6

4. The Impact of Emotional Attachment on Consumers'  Participation in Cooperative Consumption - Based on Product Disposal,  Consumer Economics, 2014(10)

5.Germany 's Sustainable Consumption Policy and Its AdjustmentConsumer  Economics2015.2

6. Impact of Underdog Perception of Nonprofit Organization on  the Donors: Underdog Self-identification as ModeratorSocial  Work and Management2017(1)

7. Does the Customer's Bad Behavior Affect the Experience of  Other Customers? - the regulatory role of facial perception, Consumer  Economics,2017(2)

8. Responses of Chinese Consumers to Sex Appeals in  International AdvertisingA Test of Congruency TheoryJournal  of Global Marketing2007.9

9. Culturally incongruent messages in international  advertising,Internetional Journal of Advertising: The Quarterly Review of  Marketing Communications, Volume 31, Number 2 2012,pp.355-376,ISSN 0265 0487

10. Culture, cognitive style and consumer response to  informational vs. transformational advertising among East Asians: Evidence  from the PRC, forthcoming in Asia Pacific Business Review, 1-16.


Works  & Teaching Materials

Work: Psychological  Decryption of Chinese Female Consumers

Writed,  adapted and translated Consumer Behavior, Research  Methods(Behavior of International Organization)

Editor of Marketing  Management of EU Enterprise , International marketing,  promotion management, sports marketing and Course of Internet  Marketing

Research  Outputs

Participated  in many national-level and provincial-level projects:

Social  and Scientific Planning of Ministry of Education

soft  science project of Guangdong Science and Technology Department

Social  and Scientific Planning Project of Guangdong Provincial Department of  Education

Social  and Scientific Planning Project of Guangzhou


Teaching  Achievements

Hosted provincial-level project of  teaching reform"151  project" of Guangdong modern education technology and won the third  prize; Teaching reform test of Marketing;


Academic  Posts

special  researcher of African Research Institute, Guangdong University of Foreign  Studies

Part-time  Jobs

1. Vice-chairman of Guangdong  University Value Engineering Research Association

2. Vice-director of GuangdongTechnical Economy and Management Modernization Research Association 

3. Director of Guangdong Service Sector  Society

4. Vice-secretory of  Guangdong Commercial Economics Society

5. Director of  Guangdong Economics Society


Consulting  Projects

1.Participated in “Research on the  Marketing Plan of Great Wall Pickup” from October, 1999 to January, 2000 and  hosted sub report on Existing Service System Assessment of Baoding Great  Wall Pickup

2. Participated in two researches of  South China International Market Research Company: Research Report on  Petrochemical Industry in Guangzhou Logistics Market, Research Report on  Logistics Industry of Guangzhou Logistics Market

3. Hong Kong Trade Development Council,  Research Report on Mainland China Cosmetics Market

4. Participated in consulting project of  Poly Real Estate brand strategy


Won the prizes of  excellent scientific research, teaching excellence and the prizes of  excellent school-level teacher for several times. Won the title of Rookie  of Worship in South Guangdong


AddressGuangdong  University of Foreign Studies, School of Management , Guangzhou,  510420    




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