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Yunzhijun Yu is an Assistant Professor in the Faculty of Management at the University of New Brunswick. He holds a Ph.D. in Business Administration with a focus on Marketing, particularly Consumer Behaviour, from the Beedie School of Business at Simon Fraser University. He also obtained a B.A. in Psychology and a B.S. in Business Administration with honours from the University of Colorado Boulder. Dr. Yu specializes in teaching consumer behaviour and marketing management to undergraduate students. His research interests include advertising on digital platforms, sustainable marketing, and consumer possessions. His work on sustainable fashion consumption has garnered media attention, and he serves as a member of the editorial review board for the Journal of Advertising Research. His key publications include studies on the negative impact of fast fashion, luxury brand live streaming sales, and the effects of empathy on B2B salesforce job satisfaction.
University of New Brunswick • Fredericton
Teaches consumer behaviour and marketing management to undergraduate students.
Department of Business / Department of Management / Department of Business Administration