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Dr Yue Meng-Lewis

Profile summary

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 and gaming, sponsorship and celebrity 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 MarketingInternational Journal of Human Resource Management, Information Technology & People, Journal of Business ResearchSport Management Review, Personnel Review, and major textbooks in the marketing and sport management areas. She co-authored the SAGE book Business Research Methods for Chinese Students

Research interests

International communication strategy;

Sustainability in esports/gaming;

Corporate sustainability and HR practice; 

Application of new technology in gaming and marketing.



Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective (2021-12)
Liu, Hongfei; Meng-Lewis, Yue; Ibrahim, Fahad and Zhu, Xia
Journal of Business Research, 137 (pp. 69-88)

“Enthusiastic Admiration Is the First Principle of Knowledge and Its Last”: A Qualitative Study of Admiration for the Famous (2021-04-01)
Meng-Lewis, Yue; Xian, Huiping; Lewis, Gavin and Zhao, Yupei
SAGE Open, 11(2)

Gamified Money: Exploring the Effectiveness of Gamification in Mobile Payment Adoption among the Silver Generation in China (2021)
Wong, Donna; Liu, Hongfei; Meng-Lewis, Yue; Sun, Yan and Zhang, Yun
Information Technology & People ((In Press))

How work-life conflict affects employee outcomes of Chinese only-children academics: the moderating roles of gender and family structure (2021)
Xian, Huiping; Atkinson, Carol and Meng-Lewis, Yue
Personnel Review ((Early Access))

Understanding complexity and dynamics in the career development of eSports athletes (2020)
Meng-Lewis, Yue; Wong, Donna; Zhao, Yupei and Lewis, Gavin
Sport Management Review ((Early Access))

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)

Business Research Methods for Chinese Students: A Practical Guide to Your Research Project (2018-04)
Xian, Huiping and Meng-Lewis, Yue
ISBN : 978-1473926653 | Publisher : SAGE

Sport Sponsorship and Endorsement (2013-01)
Thwaites, Des and Meng, Yue
In: Beech, John and Chadwick, Simon eds. The Business of Sport Management. Financial Times
ISBN : 978-0273721338 | Publisher : Pearson

Ambush marketing case study (2012)
Thwaites, D. and Meng-Lewis, Y.
In: Jobber, D. and Fahy, J. eds. Foundations of Marketing
ISBN : 77137019 | Publisher : McGraw-Hill Higher Education

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)