Yanwen Wang joined the Leeds School of Business in 2014 as an Assistant Professor of Marketing. She received her Ph.D. in Marketing from Goizueta Business School, Emory University.
Yanwen’s research interests lie at the interaction between counter-marketing and public health. Her dissertation titled “Essays on Counter-Marketing and the Role of Brands” was motivated by the public debate about applying counter-marketing tactics to sugary sodas and high fat fast foods. In her two essays, she explores the effectiveness of different types of counter-marketing tactics including excise taxes, educational advertising, and distribution restrictions. To reach her goals, Yanwen applies a variety of methods based on the nature of the specific problem such as discrete choice dynamic programming, state space models, and field experiments.
Her second research area involves empirical studies of branding in non-traditional contexts such as politics and sports. As an empirical modeler, her research passion is to identify topics of interest to marketing managers, policy makers and general audiences.
Prior to getting her PhD, Yanwen held an MPhil from University of New South Wales in Sydney, Australia and a BS from Fudan University in Shanghai, China.