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.

Specialization and Research Interests

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

Selected Publications

Articles and Reports

Yupin Yang, & Avi Goldfarb

Banning controversial sponsors: Understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches

2015 | Journal of Marketing Research. 52(5): 593-615

Qiang (Steven) Lu, Yupin Yang, & Ulku Yuksel

The impact of a new online channel: An empirical study

2015 | Annals of Tourism Research. 54(1): 136-155

Yupin Yang, Lu Qiang, Guanting Tang, & Jian Pei

The Impact of Market Competition on Search Advertising

2015 | Journal of Interactive Marketing. 30: 46-55

Lu Qiang, & Yupin Yang

A longitudinal study of the impact of the Sydney Olympics on real estate markets

2015 | International Journal of Event and Festival Management. 6(1): 4-17

Yupin Yang, & Mengze Shi

Rise and fall of stars: Investigating the evolution of star status in professional team sports

2011 | International Journal of Research in Marketing. 28(4): 352-366

Yupin Yang, Mengze Shi, & Avi Goldfarb

Estimating the value of brand alliances in professional team sports

2009 | Marketing Science. 28(6): 1095-1111

Books, Book Chapters and Monographs

Qiang(Steven) Lu, Yupin Yang, Shahriar Akter, & Nilanjan Ray

The impact of consumer search behavior on search advertising in the hotel industry

2015 | Emerging Innovative Marketing Strategies in the Tourism Industry. 1-15

Conference Proceedings

Guanting Tang, Yupin Yang, & Jian Pei

Price information patterns in web search advertising: An empirical case study on accommodation industry

2013 | IEEE International Conference on Data Mining

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