Dr Song Yang

Marketing Academic

Song joined the Institute with over ten years industry experience in China. He has worked as Regional Research Project Coordinator for Procter & Gamble, Deputy Director of Yunnan Market Research Institute and as Senior Advisor for Kunming Fench Advertising Agency before coming to Australia.

Song has published widely in academic journals and his research interests include marketing strategies, consumer behaviour under the influence of cultural values, consumer value changes in China, research methodology in marketing, and cross-cultural management. He has presented his research at conferences in America and throughout Australasia.

As well as a Marketing Scientist at the Institute, Song is also a researcher in the UniSA Business Australian Centre for Asian Business (ACAB), which aims to broaden the Australian understanding of the diverse Asian business environment. He also teaches marketing courses for the UniSA Business School’s 5-star MBA program.

Academic Publications

Saeed, MR, Lee, R, Lockshin, L, Bellman, S, Yang, S & Cohen, J 2024, ‘How best to advertise low-fit brand extensions: a construal level theory perspective’, Journal of Consumer Marketing, vol. 41, no. 1, pp. 94-109.

Anesbury, ZW, Davies, C, Driesener, C, Page, B, Greenacre, L, Yang, S & Bruwer, J 2023, ‘Death by 1000 ‘true fans’: do marketing laws apply to music listening?’, Journal of Consumer Behaviour, vol. 22, no. 1, pp. 82-97.

Davies, C, Page, B, Driesener, C, Anesbury, Z, Yang, S & Bruwer, J 2022, ‘The power of nostalgia: age and preference for popular music’, Marketing Letters, vol. 33, no. 4, pp. 681-692.

Nguyen, C, Faulkner, M, Yang, S, Williams, J & Tong, L 2022, ‘Mind the gap: understanding the gap between intentions and behaviour in the charity context’, Journal of Business Research, vol. 148, pp. 216-224.

Xu, Z-x, Zhu, Y & Yang, S 2022, ‘Tackling false advertising and strengthening consumer protection in emerging economies’, Journal of General Management, online, pp. 1-14.

Ward, E, Yang, S, Romaniuk, J & Beal, V 2020, ‘Building a unique brand identity: measuring the relative ownership potential of brand identity element types’, Journal of Brand Management, vol. 27, no. 4, pp. 393-407.

Yang, S, Ding, S & D’Alessandro, S., (2018), ‘Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China’, Journal of retailing and consumer services, vol. 44, pp. 24-34.

Yang, S, Yu, SL & Bruwer, J., (2018), ‘The effect of relational benefits in loyalty programs: evidence from Chinese milk formula customer clubs’, Journal of consumer behaviour, vol. 17, no. 2, pp. 211-220.

Yang, S, Huang, S & Shen, G., (2017), ‘Modelling Chinese consumer choice behaviour with budget accommodation services’, International journal of culture, tourism and hospitality research, vol. 11, no. 3, pp. 341-354

Yang, S & Stening, W. B., (2013) ‘Mao Meets the Market: Reconciling Ideology and Pragmatism in China’, Management International Review, vol 53, no 3, pp 419-448

Yang, S & Stening, W. B (2012) ‘Cultural and ideological roots of materialism in China’, Social Indicators Research, vol 1, no 3, pp. 441-452

Rhodes, J, Lok,p., Yang, S.,& Xia,Y.Q (2011) ‘The effects of organizational intangible factors on successful enterprise resource planning systems implementation and organizational performance: A China experience’, Asian Business & Management vol. 10, no. 2, pp. 287-317

Bambacas, M,. Sanderson, G., Feast, V., & Yang, S. (2008) ‘Understanding transnational MBA students’ instructional and communication preferences’, Journal of International Education in Business, vol 1, no.1, pp. 15-28


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