معرفی
Amy Yau is a Senior Lecturer at Cardiff Business School's Marketing and Strategy section. She holds a PhD from Bath University funded by an ESRC full scholarship and brings professional experience in market research and marketing consultancy from London and Sydney.
- Academic affiliation: Cardiff Business School
- Teaching roles: Advertising & Marketing Communications, Social Science Research Methods, Summer Marketing Projects
- Professional memberships: Academy of Marketing, Consumer Culture Theory, Marketing Science
Her research focuses on qualitative consumer research across three key areas: (1) Consumer acculturation and global mobility, particularly through social media interactions; (2) Creative small businesses and entrepreneurship; (3) Sustainable consumption in cultural contexts. She has explored topics from family food provision dynamics to Confucian ethics in consumption patterns.
Recent publications examine generative AI adoption challenges in advertising and intergenerational housing trends. Her work has earned recognition including the Outstanding Paper Prize in Industrial Marketing Management and the Best Paper in Track Prize at the Academy of Marketing Conference.
- PhD supervision: Katie Lloyd
- External teaching: Boston University Study Abroad Program
- Consultancy roles: University of Birmingham external supervisor
