![Amy Yau](https://profiles-cardiff.imgix.net/attachments/1454?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Amy Yau
Senior Lecturer in Marketing and Strategy
- YauA@cardiff.ac.uk
- +44 29208 75706
- Aberconway Building, Room C03, Colum Road, Cathays, Cardiff, CF10 3EU
- Available for postgraduate supervision
Overview
I am a Senior Lecturer in the Marketing and Strategy section and the Business Mangement Program Year Lead.
My PhD thesis "People, Places and Spaces: Theorising Consumer Re-enculturation" at Bath University was on an Economic Social Research Council (ESRC) full scholarship.
My research interests involves exploring various aspects of consumer research and socio-cultural marketing through the use of qualitative methods. Current research areas of interest include consumer acculturation and global mobility, the use of social media, creative small businesses and entrepreneurship, and also sustainable consumption.
My professional experience is within market research and marketing consultancy companies in London and Sydney.
Publication
2024
- Osadchaya, E. et al. 2024. “To Chat-GPT, or not to Chat-GPT”: Navigating the paradoxes of Generative AI in the advertising industry. Business Horizons
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research
2021
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
2020
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
2019
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
2018
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
2017
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
2016
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
2015
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
2014
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
2013
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
2012
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
Articles
- Osadchaya, E. et al. 2024. “To Chat-GPT, or not to Chat-GPT”: Navigating the paradoxes of Generative AI in the advertising industry. Business Horizons
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
Conferences
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
Research
Primary research interests
- Consumer research through qualitative research methods
- Consumer acculturation/global mobility
- Creative small businesses/entrepreneurship
- Social media
- Ethnic consumers
- Sustainable/ethical consumption
- Collaborative consumption
Academic Research Projects
- Consumer Acculturation and The Return
- Food Consumption and Family Dynamics
- Creative Small Businesses and the Tribe
Invited Research Presentations
- 2020: Pivoting and Resilience for Creative Small Business during Covid-19- ESRC Fesival of Social Science
- 2018: Incorporating Creativity in Research, University of Bath
- 2017: Small Business/ creative business, Cardiff Business School
- 2016: Qualitative Data Analysis in Consumer Research, University of Durham
Conference Presentations
Yau, A (2020) Contestations and Pleasures from Passions: Entrepreneurship and Marketing of Creative Micro-businesses, Association of Consumer Research.
Yau, A (2017) Transgression within Consumer Re-enculturation, Consumer Culture Theory, Anaheim, California.
Yau, (2017) Transgression within Narratives of Consumer Acculturation and Global Mobility, Interpretive Consumer Research Workshop, Stockholm, Sweden.
Yau, A and Marder, B (2016) Half a World and a Click Away: Social Media and Acculturation, Global Marketing Conference, Hong Kong.
Yau, A. (2016) Provenance: Art fraud consumption, Consumer Culture Theory Art Gallery, (2016) Lille, France.
Yau, A and Davies, I. (2014), Consuming Education: A Longitudinal Exploration of the Western Market’s Role in Chinese Development, Macro Marketing Conference, Royal Holloway, UK).
Yau, A and Davies, I. (2014), Exploring the Role of Modern Confucian Values for Promoting Sustainable Consumption in China, Macro Marketing Conference, Royal Holloway, UK).
Yau, A and Davies, I. (2014), People, Products and Practices: A Consumer Culture Theory Exploration of Migrant Consumers Returning Home, Academy of Marketing (AM) Conference (Bournemouth, UK).
Yau, A. and Davies, I. (2013), “Erase and Rewind: A Consumer Culture Theory Exploration of The Consumer Re-acculturation Process”, Interpretive Consumer Research (ICR) Workshop (Brussels, Belgium).
Yau, A. and Davies, I. (2013), “Consuming Education: A Longitudinal Exploration of Chinese Acculturating Consumers ”, Academy of Marketing (AM) Conference (Cardiff, UK).
Yau, A. and Marder, B. (2013), “Consumer Acculturation and the Role of Anxiety Within The Consumption of Social Networking Sites”, Academy of Marketing (AM) Conference (Cardiff, UK).
Yau, A. (2013), “Erase and Rewind: A Consumer Culture Theory Exploration of The Consumer Re-acculturation Process”, Academy of Marketing (AM) Conference (Cardiff, UK).
Yau, A. and Davies, I. (2012), “The Modern Renegotiations of Confucian Ethics and Implications on Ethical Consumption in China”, The Academy of Marketing Science (AMS) Conference (New Orleans, LA).
Yau, A. and Davies, I. (2012), Awarded: Best Paper in Track Prize “The Modern Confucian Values Influence on Chinese Ethical Consumption”, Academy of Marketing (AM) Conference (Southampton UK).
Yau, A. and Davies, I. (2012), “Negotiating Boundary Crossing Identities: Consumer Re-acculturation and Transgression”, Academy of Marketing (AoM) Conference (Southampton, UK).
Teaching
Teaching Commitments
- Advertising and Marketing Communications (BA, Year 3)
- Marketing Project (BA, Year 3)
- Research for Strategic Marketing (MSc)
- Marketing Research (MBA)
- Business Studies (Foundation)
- Supervising: MBA Business Project/Dissertations
Visiting Lecturer Appointments
- Boston University (Study Abroad Program) : 2021 - Advertising and Marketing- British and European Marketing Strategy
- University of Birmingham: 2021- Cross Cultural Communications
Additional Teaching
Contributor for the Online Resources for Baines, P. and Fill. C (2014) Marketing. With Professor Paul Baines, Cranfield University (February, 2014).
Biography
Honours and awards
- ESRC Festival of Social Science Event 2020 Funding
- Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
- Awarded Outstanding Paper 2018 prize in Industrial Marketing Management
- Awarded £1000 Worshipful Company of Marketors Dissertation 1st prize.
- Academy of Marketing Conference and Colloquium Travel Grant
- ESRC Overseas Field Trip funding
- ESRC 3+1 PhD Scholarship Funding
Professional memberships
- Teaching Fellowship
- Academy of Marketing Science
- Consumer Culture Theory
- Macro Marketing
