Yupin Yang

  • Associate Professor, Marketing
  • Ph.D. Marketing (University of Toronto, Canada), B.Sc. Operations Research and Statistics (Fudan University, China)

    Burnaby Room: WMC 4368
    Burnaby Phone: 778.782.4186

    Email Address: yupin_yang@sfu.ca

    Curriculum Vitae: View


    Associate Professor Yupin Yang joined the Beedie School of Business in September 2007 from the University of Toronto where she earned a PhD in marketing. A love of sports spills over into her research, which focuses on sports marketing and branding strategies. Her research also includes search advertising, and pricing in hosipitality industry.  Her research has been published in many top research journals including Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Interactive Marketing, and Annals of Tourism Research.

    Research Interests

    Sports Marketing, Athlete Branding, Quantitative Marketing, Two-sided Matching Model, Search Advertising. 

    Selected Publications

    Articles and Reports

    Yang, Y., & Goldfarb, A. (2015). Banning controversial sponsors: Understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches. Journal of Marketing Research, 52(5), 593-615. http://doi.org/10.1509/jmr.14.0225

    Lu, Q. (., Yang, Y., & Yuksel, U. (2015). The impact of a new online channel: An empirical study. Annals of Tourism Research, 54(1), 136-155. http://doi.org/10.1016/j.annals.2015.06.006

    Yang, Y., Qiang, L., Tang, G., & Pei, J. (2015). The Impact of Market Competition on Search Advertising. Journal of Interactive Marketing, 30, 46-55. http://doi.org/10.1016/j.intmar.2015.01.002

    Qiang, L., & Yang, Y. (2015). A longitudinal study of the impact of the Sydney Olympics on real estate markets. International Journal of Event and Festival Management, 6(1), 4-17. http://doi.org/10.1108/IJEFM-02-2014-0007

    Yang, Y., & Shi, M. (2011). Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing, 28(4), 352-366. http://doi.org/10.1016/j.ijresmar.2011.05.004

    Yang, Y., Shi, M., & Goldfarb, A. (2009). Estimating the value of brand alliances in professional team sports. Marketing Science, 28(6), 1095-1111. http://doi.org/10.1287/mksc.1090.0513

    Books, Book Chapters and Monographs

    Lu, Q. (., Yang, Y., & Akter, S. (2017). The Impact of Consumer Search Behavior on Search Advertising in the Hotel Industry. Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 851-865). Hershey, United States: IGI Global.

    Lu, Q., Yang, Y., & Akter, S. (2015). The impact of consumer search behavior on search advertising in the hotel industry. In Ray, N. (Eds.), Emerging Innovative Marketing Strategies in the Tourism Industry (pp. 1-15). Hershey, United States: IGI Global. http://doi.org/10.4018/978-1-4666-8699-1.ch001

    Conference Proceedings

    Tang, G., Yang, Y., & Pei, J. (2013, ). Price information patterns in web search advertising: An empirical case study on accommodation industry.

    Powered by TRACS