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Dr Yue Meng-Lewis

Profile summary

  • Central Academic Staff
  • Senior Lecturer in Digital Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • yue.meng-lewis

Professional biography

Yue is a Senior Lecturer in Digital Marketing at Open University Business School. She previously worked as a Senior Lecturer in Marketing & Sports Marketing at Coventry University Business School, a Lecturer in Marketing at Reading University Henley Business School, and Senior Lecturer in Marketing Communications at Bournemouth University Media School. She completed her Doctoral Studies in Marketing at Leeds University Business School, where she explored how consumers responded to sponsorship initiatives through the Olympic Games. Her research interests focus on international communication strategy, sustainability in esports, sponsorship and endorsement, and HR practice in various cultural settings. Her work has been presented at a number of international conferences, and published in the European Journal of Marketing, the International Journal of Human Resource Management, the International Journal of Sports Marketing and Sponsorship, and major textbooks in the marketing and sport management areas.

Research interests

International communication strategy;

Sustainability in esports;

Corporate sustainability and HR practice; 

Applications of blockchain technology in gaming and marketing.



Guanxi and high performance work systems in China: evidence from a state-owned enterprise (2019)
Xian, Huiping; Atkinson, Carol and Meng-Lewis, Yue
The International Journal of Human Resource Management, 30(19) (pp. 2685-2704)
Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism (2014-01-01)
Meng-Lewis, Yue; Thwaites, Des and Gopalakrishna Pillai, Kishore
International Journal of Sports Marketing and Sponsorship, 15(2) (pp. 30-46)
Consumers' responses to sponsorship by foreign companies (2013-12)
Meng-Lewis, Yue; Thwaites, Des and Gopalakrishna Pillai, Kishore
European Journal of Marketing, 47(11/12) (pp. 1910-1930)
The impact of corporate social responsibility on organisational commitment: a study from Romania (2013-04)
Grigore, G.F.; Abdaless, S. and Meng-Lewis, Y.
Transformations in Business & Economics, 12, Article 28A(1A) (pp. 42-59)
Complexity and dynamics of the career development in esports professionals ()
Meng-Lewis, Yue; Wong, Donna and Zhao, Yupei
In : 27th European Association for Sport Management (EASM) conference (2-7 Sep 2019, Seville, Spain)