Dr Chong Yu

Senior Lecturer in Marketing

Chong Yu

  • School Faculty of Business and Law

  • Department Marketing, Enterprise & Tourism

  • Location London

Research activities

  • Ueno, A., Yu, C., Curtis, L., & Dennis, C. (2024). Job demands-resources theory extended: stress, loneliness, and care responsibilities impacting UK doctoral students’ and academics’ mental health. Studies in Higher Education, 1-16.(ABS 3*)
  • Ueno, A., Curtis, L., Wood, R., Al-Emran, M., & Yu, C. (2024). A Review of the Metaverse in Higher Education: Opportunities, Challenges and Future Research Agenda. Current and Future Trends on Intelligent Technology Adoption: Volume 2, 1-16.
  • Yu, C., Ang, D., Najafi-Tavani, Z., and Zanditou, E. (2023). When challenges hinder: An investigation of buyer-imposed stressors on supplier flexibility. Industrial Marketing Management, 113, 88-99. (ABS 3*)
  • Najafi-Tavani, Z., Robson, M.J., Zaefarian, G., Andersson, U., and Yu, C. (2018). Building subsidiary local responsiveness: (When) does the directionality of intrafirm knowledge transfers matter? Journal of World Business, 53(4), 475-492. (ABS 4)
  • Yu, C., Najafi-Tavani, Z., Robson, M., & Zaefarian, G. (December 2023). "The Contingent Effects of Challenge Stressors and Hindrance Stressors on Multinational Corporations' Subsidiary Performance." Presented at the Annual Conference of the European International Business Academy, ISEG, Portugal (Best track paper awarded and shortlisted for the Copenhagen Business School Prize)
  • Yu, C., Najafi-Tavani, Z., Robson, M., & Zaefarian, G. (July 2023). "The Contingent Effects of Challenge Stressors and Hindrance Stressors on Multinational Corporations' Subsidiary Performance." Presented at the Annual Meeting of the Academy of International Business, SGH Warsaw School of Economics, Poland.

    • Grants:

  • 2023-24 Co-Investigator (CI), "Taste of Charitable Giving in Small Museums: Case Study of London Borough of Camden", funded by Middlesex University Research Facilitation Fund (RFF), £2463.00.
  • 2022-23 Co-Investigator (CI), "London without Walls: Creative and Digital Strategies for Community Engagement", funded by Higher Education Innovation Fund (HEIF), £4989.00.

    • Current Teaching

  • Module Leader: Marketing Research and Insights (MKT2001)
  • Module Leader: Event Planning and Management (TOU3026)
  • Module Leader: Events Management (TOU4232)
  • Dissertation Supervisor: Research Project (MKT4166)

    • Biography

    Dr. Chong Yu is a Senior Lecturer in Marketing and the Departmental PGR Research Lead (Marketing, Enterprise, and Tourism) at the Faculty of Business and Law, Middlesex University London. His research focuses on business-to-business relations and consumer psychology across various contexts, such as multinational corporations, retailing, hospitality, and tourism management.

    He mentors research projects at both postgraduate and undergraduate levels. If you are passionate about pursuing a PhD in the field of business and management, please email him to discuss your research proposal.

    Publications

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