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Dr Amy Yau

Dr Amy Yau

Lecturer in Marketing and Strategy

Cardiff Business School

Email:
yaua@cardiff.ac.uk
Telephone:
+44 (0)29 2087 5706
Location:
C03, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision

Amy is a lecturer (Assistant Professor) in the Marketing and Strategy section. She completed her PhD "People, Places and Spaces: Theorising Consumer Re-enculturation" at Bath University on an Economic Social Research Council full scholarship. Amy's professional experience are mainly within market research and marketing consultancy companies in London and Austrailia.

Amy's research interests involves exploring various aspects of consumer research and social cultural marketing through the use of qualitative methods. Current research areas of specific interest include: consumer acculturation/global mobility, social media, family dynamics, food consumption, creative small businesses and entrepreurship, sustainable and collaborative consumption,

Honours and awards

  • Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
  • 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

Speaking engagements

BBC Radio Wales- Shopping locally, Small Biz Saturday

2018

2014

2013

2012

Teaching Commitments

  • Advertising and Marketing Communications (Year 3, Undergraduate)
  • Research for Strategic Marketing (MSc)
  • Marketing Research (MBA
  • Business Studies (Foundation)
  • Supervising: Business Project/Dissertations

Additional Teaching

Contributor for the Online Resources for Baines, P. and Fill. C (2014) Marketing. With Professor Paul Baines, Cranfield University (February, 2014).

Primary research interests

  • Consumer research through qualitative research methods
  • Consumer acculturation/global mobility
  • Creative small businesses/entrepreurship
  • 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

  • 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 (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, Sotckholm, Sweden.

Yau, A and Marder, B (2016) Half a World and a Click Away: Social Media and Acculturation, Global Markeing 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).