Yupin Yang

Associate Professor, Marketing

Area Coordinator, Marketing


Room: WMC 4368

Phone: 778.782.4186

Email: yupin_yang@sfu.ca

Curriculum Vitae: View


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


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., & Wei, L. (2021). An Empirical Investigation of Director Selection in Movie Preproduction: A Two-Sided Matching Approach. International Journal of Research in Marketing, 39(3). http://doi.org/10.1016/j.ijresmar.2021.11.001

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

Yang, Y., Lu, Q. (., 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

Lu, Q. S., & 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., & 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

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 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, Pennsylvania, United States: IGI Global. http://doi.org/10.4018/978-1-5225-1793-1.ch038

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, Pennsylvania, United States: IGI Global. http://doi.org/10.4018/978-1-4666-8699-1.ch001


Tang, G., Yang, Y., & Pei, J. (2013, December). Price information patterns in web search advertising: An empirical case study on accommodation industry. In the Proceedings of the IEEE International Conference on Data Mining, Dallas, Texas, United States