麻豆传媒

Dr Yuanyi Xu joined 麻豆传媒 Business School as a Lecturer (Assistant Professor) in Marketing in 2026. She received her PhD in Marketing at Durham University (pass with no corrections) in 2024, and then worked as a Lecturer (Assistant Professor) at the University of Southampton before joining NUBS.

Yuanyi’s research comprises two main streams. In the first stream of research, she explores how consumers’ goals, personality traits, and motivations shape their consumption decisions in the process of identity construction and in coping with identity threats. In the second, she examines how these factors influence consumers’ travel destination decisions.

Yuanyi has published in leading journals in the field, including Tourism Management (ABS 4, A*), Journal of Travel Research (ABS 4, A*), and Psychology & Marketing (ABS 3, A), among others. She also serves as a reviewer for Psychology & Marketing.

She welcomes prospective PhD students with research interests in: 

·      Consumer Identity and Identity Threat

·      Consumer Goals, Personality, and Motivations

·      Tourism (Destination) Marketing and Services Marketing

Education:

PhD in Marketing, Durham University

MSc International Management specialised in Marketing, University of Exeter

Email Address:

Yuanyi.Xu@newcastle.ac.uk

Roles and Responsibilities:

Lecturer (Assistant Professor) in Marketing

Undergraduate Admission Selector

Research Interests:

• Symbolic Consumption
• Compensatory Consumption
• Consumer Goals, Personality, and Motivations
• Tourism (Destination) Marketing and Services Marketing

Yuanyi welcomes prospective PhD candidates with similar research interests.

Yuanyi is a Fellow of the Higher Education Academy (FHEA). She currently teaches the following modules at NUBS:

• NBS8640 Digital Marketing (Module Lead)
• NBS8519 Digital Marketing Strategy (Module Lead)
• NBS8638 Omnichannel Retailing
• MKT3014 New Product and Service Development

• Articles

  • Yang J, Xu Y, Lin Z. . Psychology & Marketing 2025, 42, 2939-2960.
  • Liu T, Xu Y, Yang J, Li K. . Psychology & Marketing 2025, 42(12), 3081-3100.
  • Wang L, Xu Y, Lin Z, Chen Y. . Tourism Management 2024, 102, 104878.
  • Wang L, Chen Y, Xu Y, Lin Z. . International Journal of Hospitality Management 2024, 123, 103942.
  • Wang L, Chen Y, Xu Y, Lin Z. . Journal of Travel Research 2025, 64(2), 284-298.