Regular biography
YU Mingyang is a Professor in the Department of ECON at Shanghai Jiao Tong University. Their research focuses on Marketing, with particular interests in Brand and brand building, Brand Crisis management, Brand innovation, and Global brand management. YU holds a BS in Philosophy from Zhejiang University, an MS in Economics from Fudan University, a Ph.D. in Marketing from Fudan University, and completed Post Doctoral Education in Marketing at Fudan University and Beijing University. They have held positions at several institutions, including the Institute of Journalism and Communication at Shenzhen University and Huazhong University of Science and Technology. YU has authored 130 articles and 68 books, including 'Brand Research' published by Fudan University Press in 2005. They are also affiliated with the Antai School of Management and the Brand Research Center.