Yunzhijun Yu
Assistant Professor
Singer Hall 348
Fredericton
Yunzhijun Yu is an Assistant Professor of Marketing within the Faculty of Management. Dr. Yu holds a Ph.D. in Business Administration with a focus on Marketing (Consumer Behaviour) from Beedie School of Business, Simon Fraser University, and a B.A. in Psychology and B.S. in Business Administration (with honours) from the University of Colorado Boulder.
Dr. Yu teaches consumer behaviour and marketing management to undergraduate students. Her research interests include advertising on social media and digital platforms, sustainable marketing, and consumer possessions. Her work on sustainable fashion consumption has received media attention, with features on Global News and CTV News. She also serves as an editorial review board member for the Journal of Advertising Research.
Publications
Yu, Y., Gomez-Borquez, C. L., Zaichkowsky, J. (2023). Mitigating trendy cheap fast fashion’s negative impact. Journal of Sustainable Marketing, 1-21.
Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 1-22.
Treen, E., & Yu, Y. (2022). Empathy and EGO-drive in the B2B salesforce: Impacts on job satisfaction. Industrial Marketing Management, 106, 270-278.
