Dr Amy Yau

Publication

• Date
• Type

Research

Primary research interests

• Consumer research through qualitative research methods
• Consumer acculturation/global mobility
• Creative small businesses/entrepreneurship
• Social media
• Ethnic consumers
• Sustainable/ethical consumption
• Collaborative consumption

Academic Research Projects

• Consumer Acculturation and The Return
• Food Consumption and Family Dynamics
• Creative Small Businesses and the Tribe

Invited Speaker Events

• 2025: Celebrating diverse academic journeys, EMPOWER Annual Conference, Cardiff University
• 2023: Marketing and Creative Cultural Production in the Fashion Context, University of Manchester 
• 2020: Pivoting and Resilience for Creative Small Business during Covid-19, ESRC Fesival of Social Science
• 2018: Incorporating Creativity in Research, University of Bath
• 2017: Small Business/ creative business, Cardiff Business School
• 2016: Qualitative Data Analysis in Consumer Research, University of Durham

Conference Presentations

Yau, A and Christidi, S (2025) Paradoxical Consumer Empowerment Journeys: Adult Children and Parental Food Provision Negotiations, Consumer Culture Theory Conference, London

Yau, A (2025) 15 years on: Self-concept and congruency with brands on social media, Global Marketing Conference, Hong Kong

Yau, A and Christidi, S. (2025) Consumer empowerment journeys: Adult children and parental food provision negotiations in collectivist societies, Global Marketing Conference, Hong Kong

Yau, A and Christidi, S. (2024) Consumer Paradoxical Empowerment Journeys And The Management Of Relational Well-Being, Academy of Marketing, Cardiff University. 

Yau, A. (2023) Pivoting and Marketing of Creative Entrepreneurs, Global Marketing Conference, Seoul, South Korea. 

Yau, A. (2020) Contestations and Pleasures from Passions: Entrepreneurship and Marketing of Creative Micro-businesses, Association of Consumer Research.

Yau, A. (2017) Transgression within Consumer Re-enculturation, Consumer Culture Theory, Anaheim, California.

Yau, A. (2017) Transgression within Narratives of Consumer Acculturation and Global Mobility, Interpretive Consumer Research Workshop, Stockholm, Sweden.

Yau, A and Marder, B. (2016) Half a World and a Click Away: Social Media and Acculturation, Global Marketing Conference, Hong Kong.

Yau, A. (2016) Provenance: Art fraud consumption, Consumer Culture Theory Art Gallery, (2016) Lille, France.

Yau, A and Davies, I. (2014), Consuming Education: A Longitudinal Exploration of the Western Market’s Role in Chinese Development, Macro Marketing Conference, Royal Holloway, UK).

Yau, A and Davies, I. (2014), Exploring the Role of Modern Confucian Values for Promoting Sustainable Consumption in China, Macro Marketing Conference, Royal Holloway, UK).

Yau, A and Davies, I. (2014), People, Products and Practices: A Consumer Culture Theory Exploration of Migrant Consumers Returning Home, Academy of Marketing (AM) Conference (Bournemouth, UK).

Yau, A. and Davies, I. (2013), “Erase and Rewind: A Consumer Culture Theory Exploration of The Consumer Re-acculturation Process”, Interpretive Consumer Research (ICR) Workshop (Brussels, Belgium).

Yau, A. and Davies, I. (2013), “Consuming Education: A Longitudinal Exploration of Chinese Acculturating Consumers ”, Academy of Marketing (AM) Conference (Cardiff, UK).

Yau, A. and Marder, B. (2013), “Consumer Acculturation and the Role of Anxiety Within The Consumption of Social Networking Sites”, Academy of Marketing (AM) Conference (Cardiff, UK).

Yau, A. (2013), “Erase and Rewind: A Consumer Culture Theory Exploration of The Consumer Re-acculturation Process”, Academy of Marketing (AM) Conference (Cardiff, UK).

Yau, A. and Davies, I. (2012), “The Modern Renegotiations of Confucian Ethics and Implications on Ethical Consumption in China”, The Academy of Marketing Science (AMS) Conference (New Orleans, LA).

Yau, A. and Davies, I. (2012), Awarded: Best Paper in Track Prize “The Modern Confucian Values Influence on Chinese Ethical Consumption”, Academy of Marketing (AM) Conference (Southampton UK).

Yau, A. and Davies, I. (2012), “Negotiating Boundary Crossing Identities: Consumer Re-acculturation and Transgression”, Academy of Marketing (AoM) Conference (Southampton, UK).

Teaching

Teaching Commitments

• Advertising and Marketing Communications (Year 3 Undergraduate)
• Brand Communications in the Digital Age (MSc)
• Marketing Project (Year 3 Undergraduate)
• Social Science Research Methods (PhD) 
• Summer Marketing Projects (MSc)
• Research for Strategic Marketing (MSc)
• Marketing Research (MBA)
• Business Studies (Foundation)
• Supervising: MBA Business Project/Dissertations

Visiting Lecturer Appointments 

• Boston University (Study Abroad Program)  Advertising and Marketing- British and European Marketing Strategy

Additional Academic Roles

• External Examiner - University of Leicester 
• External Dissertation Supervisor- University of Birmingham 
• Contributor for the Online Resources for Baines, P. and Fill. C (2014) Marketing. With Professor Paul Baines, Cranfield University 

Biography

Honours and awards

• ESRC Festival of Social Science Event 2020 Funding
• Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
• Awarded Outstanding Paper 2018 prize in Industrial Marketing Management
• Awarded £1000 Worshipful Company of Marketors Dissertation 1st prize.
• Academy of Marketing Conference and Colloquium Travel Grant
• ESRC Overseas Field Trip funding
• ESRC 3+1 PhD Scholarship Funding

Professional memberships

• Teaching Fellowship
• Academy of Marketing Science
• Consumer Culture Theory
• Macro Marketing

Academic positions

Programme Director for BSc Business Management 

Senior Lecturer in Marketing and Strategy

Supervisions

Current supervision

Katie Lloyd