Dr Yan Sun

PhD, MSc, BA(Hons), Fellow of The Higher Education Academy

Associate Professor of Digital and Luxury Marketing

Oxford Brookes Business School

Role

Associate Professor of Digital and Luxury Marketing
Faculty Research Ethics Officer (FREO)
Cross-Faculty Research Ethics Sub-Committee (CRES)
Research and Knowledge Exchange Committee (RKEC)

Teaching and supervision

Courses

International Luxury Marketing (MSc)

Modules taught

Marketing Luxury in a Sustainable World
Managing the Luxury Experience in an Era of Sustainability
Research Methods

Dr Yan Sun is leading specialist modules for PG International Luxury Marketing at Oxford Brookes Business School. Supported by industrial contacts including luxury sectors, she has successfully introduced business engagement to module delivery on campus.

Supervision

PhD Supervision;
PG Dissertation Supervision

Research

My research agenda for this period is clearly defined and strategically focused on two interconnected and timely areas: Digitalisation and Sustainable Luxury Consumption. This programme builds upon my established research record and is intended to support continuous progression within the next five years.

Area 1 – Digitalisation Building on my 2022 publication in a 3* journal and a successful BA Small Research Grant bid (2024), my research in Digitalisation will strategically pivot towards the dynamic contexts of emerging markets. Recognising the transformative power of smart technology and social media, for both younger generations and senior consumers, I will investigate the nuanced benefits and challenges presented by rapid technological advancements in diverse cultural landscapes. Specific areas of inquiry include the evolving impact of gamified finance and the burgeoning phenomenon of live streaming commerce, particularly in China. This research directly aligns with the BSGC's Digital Societies Cluster.

Area 2 – Sustainable Luxury Consumption My research in Sustainable Luxury Consumption aligns with the BSGC’s Sustainable Development Cluster and informs the postgraduate modules I lead. My research programme will explore critical aspects of green consumption and sustainable development, building upon my publications on younger generations' perception of luxury (2021) and sustainable luxury (2022). I intend to further investigate evolving luxury consumption dynamics and sustainable luxury within new and rapidly growing markets, e.g., the Asia Pacific region. I will continue my research into the green economy and environmental information disclosure in China, reinforced by my forthcoming publication (2024-2025) with a visiting scholar.

Research impact

My publication profile reflects a robust and sustained research trajectory, including 3*, 2* and 1* journals (CABS index) that are demonstrably eligible and strategically well-positioned for strong submission to REF2029. I have also secured internal and external funding for projects covering: the personalisation-privacy paradox in the attention economy; live stream content production and behaviours in Chinese social media; and a cross-country study of the impact of privacy regulations on consumers’ responses to advertisements. Currently I am focusing on international collaboration in terms of paper publication, funding bids and research exchange. Invited by an international publisher, I am working along with a few collaborators in Europe to write a book about luxury brands.

Projects as Co-investigator

To be personalised or not, that is the question: explaining personalisation-privacy paradox in attention economy(01/05/2024 - 31/03/2026), funded by: British Academy, funding amount received by Brookes: £5,934, funded by: British Academy

Publications

Bai H, Tassiello V, Sun Y, Shi J , Do second-hand luxury retailers affect luxury brand image? Exploring the mediation of construal level theory between official and unofficial retailers
Journal of Retailing and Consumer Services 88 (2025) ISSN: 0969-6989 eISSN: 1873-1384 Do second-hand luxury retailers affect luxury brand image? Exploring the mediation of construal level theory between official and unofficial retailers Open Access version on RADAR
Liu S, Duan C, Qiao J, Sun Y, Decision and Coordination of Sustainable Supply Chain Considering CSR Implementation and Channel Leadership
RAIRO - Operations Research 59 (2) (2025) pp.907-937 ISSN: 0399-0559 eISSN: 1290-3868 Decision and Coordination of Sustainable Supply Chain Considering CSR Implementation and Channel Leadership Open Access version on RADAR
Zhang Y, Wang J, Sun Y, Li S, Does digital finance foster industrial and green transformation in China?
Journal of Chinese Economic and Foreign Trade Studies 18 (3) (2025) pp.301-324 ISSN: 1754-4408 eISSN: 1754-4416 Does digital finance foster industrial and green transformation in China? Open Access version on RADAR
Hui S, Yan S, Shaohua Z, Ganliu L, Characteristics of local tax systems, fiscal revenue incentives, and local industrial emissions
Chinese Journal of Population, Resources and Environment [in press] (2025) ISSN: 2096-9589 eISSN: 2325-4262 Characteristics of local tax systems, fiscal revenue incentives, and local industrial emissions Open Access version on RADAR
Sun Y, Wang R, Bai H, Whyatt, G, Ohandi T, Perceived Values of Luxury Fashion Brands – Evidence from Indonesian Millennials
SN Business & Economics 4 (2024) eISSN: 2662-9399 Perceived Values of Luxury Fashion Brands – Evidence from Indonesian Millennials Open Access version on RADAR
Duan C, Liu S, Sun Y, Manufacturer’s cooperative recycling strategies considering the negative externality of unrecycled products: non-cooperative, fund-cooperative or labour-cooperative
Managerial and Decision Economics [online first] (2024) ISSN: 0143-6570 eISSN: 1099-1468 Manufacturer’s cooperative recycling strategies considering the negative externality of unrecycled products: non-cooperative, fund-cooperative or labour-cooperative Open Access version on RADAR
Wang R, Codina R, Sun Y, Ding X, Experience, satisfaction and loyalty in the context of online music festivals in China
International Journal of Event and Festival Management [online first] (2024) ISSN: 1758-2954 eISSN: 1758-2962 Experience, satisfaction and loyalty in the context of online music festivals in China Open Access version on RADAR
Liu X, Cai S, Wang Y, Sun Y , A comparative study of environmental information disclosure between banks in net-zero banking alliance and China
Technological Forecasting and Social Change 202 (2024) ISSN: 0040-1625 eISSN: 1873-5509 A comparative study of environmental information disclosure between banks in net-zero banking alliance and China Open Access version on RADAR
Sun Y, Wang R, Cattaneo E, Mlodkowska B, What influences the purchase intentions of sustainable luxury among millennials in the UK?
Strategic Change 31 (3) (2022) pp.323-336 ISSN: 1086-1718 eISSN: 1099-1697 What influences the purchase intentions of sustainable luxury among millennials in the UK? Open Access version on RADAR
Cao D, Sun Y, Goh E, Wang R, Kuiavska K, Adoption of Smart Voice Assistants Technology among Airbnb Guests: A Revised Self-Efficacy-Based Value Adoption Model
International Journal of Hospitality Management 101 (2022) ISSN: 0278-4319 eISSN: 1873-4693 Adoption of Smart Voice Assistants Technology among Airbnb Guests: A Revised Self-Efficacy-Based Value Adoption Model Open Access version on RADAR
Sun Y, Wang R, Cao D, Lee R, Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination
Journal of Fashion Marketing and Management 26 (4) (2021) pp.603-621 ISSN: 1361-2026 eISSN: 1758-7433 Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination Open Access version on RADAR
Donna W, Hongfei L, Yue Meng-L, Yan S, Yun Z, Gamified Money: Exploring the Effectiveness of Gamification in Mobile Payment Adoption among the Silver Generation in China
Information Technology & People 35 (1) (2021) pp.281-315 ISSN: 0959-3845 eISSN: 0959-3845 Gamified Money: Exploring the Effectiveness of Gamification in Mobile Payment Adoption among the Silver Generation in China Open Access version on RADAR
Sun Y, Davidson I, Online Fraud Occurrence in Retailing Banking Sectors: A Study of Individual Customers in the UK and China
Information Management and Computer Security 23 (1) (2015) pp.3-19 ISSN: 0968-5227 eISSN: 1758-5805
Sun Y, Ifeanyi O, A Qualitative Study of E-Business Adoption in The Real Estate Sector in China
Journal of Internet Banking and Commerce 2014 (2) (2014) pp.64-69 ISSN: 1204-5357
Sanghyuk L, Yan S, He W, Analysis on Overlapped and Non-overlapped Data
Procedia Computer Science 17 (2013) pp.595-602 ISSN: ISSN: 1877-0509
Sun Y, Zhu HX, The Double-Winning Game between Chinese Government and Their Telecommunication Enterprises under Information Dissymmetry
Journal of Northwest University = 西北大学学报 [Xi bei da xue xue bao] (2003) ISSN: 1000-2731

Cattaneo E, Sun Y, (ed.), Gen Z's fashion revolution : understanding the influence of Gen Z on fashion brands ,
Palgrave Macmillan (2025) ISBN: 9783031729157 eISBN: 9783031729164

Sun Y, Cattaneo E, Chapter 9: Gen Z and Beyond: Luxury and Sustainability - Change, Adaptation and Transformation
in Dynamic Fashion Marketing Internationalisation, Sustainability and Technology, Routledge (2026) ISBN: 9781032857640 Chapter 9: Gen Z and Beyond: Luxury and Sustainability - Change, Adaptation and Transformation Open Access version on RADAR
Chapter 5 Advantages and Disadvantages for Brands of Using Social Media Influencers. Cattaneo, E. and Sun, Y. Chapter 9 Virtual Influencers: The Future of Marketing and Branding? Yang, C and Sun, Y., Chapter 5 Advantages and Disadvantages for Brands of Using Social Media Influencers. Chapter 9 Virtual Influencers: The Future of Marketing and Branding?
in Liz Barlow (ed.), Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing, palgrave macmillan (2024) ISBN: 9783031635151 eISBN: 9783031635168
Sun Y, Sustainable luxury and circular economy
in Managing Luxury Brands, Kogan Page (2023) ISBN: 9781398606746 eISBN: 9781398606739 Sustainable luxury and circular economy Open Access version on RADAR
Sun Y, Wang R, The environmental and social impact of luxury: consumer concerns and practices
in Managing Luxury Brands, Kogan Page (2023) ISBN: 9781398606746 eISBN: 9781398606739 The environmental and social impact of luxury: consumer concerns and practices Open Access version on RADAR
Sanghyuk L, Yan S, Similarity Measure Design on Big Data
in Future Information Communication Technology and Applications, Springer (2014) ISBN: 9789400765160
Sanghyuk Lee, Sun Y, Di Feng, Multi-Criteria decision making based on fuzzy measure
in , (2013) ISSN: 1598-7264 ISBN: 978-94-007-6515-3 eISBN: 978-94-007-6516-0

Shi XP, Sun Y, Examining the influences of social identity and social relationship on users’ psychological fulfillment and citizenship behavior in social media context
(2017)
Shi XP, Sun Y, Unveiling the effects of social identity, personal relationship, and psychological contract fulfillment on community citizenship behavior in social media
(2017)
Sun Y, Hunter-Jones P, Does Generation Theory Transfer Across Cultural Contexts?
(2016)
Zhai YJ, Sun Y, AMIMO Approach on Automotive Engine Management System (BEST PAPER AWARD).
(2014)
Hong CY, Sun Y, A study of online financial fraud in China: case study and analysis cross sectors in Suzhou
(2014)
Chong WK, Sun Y, Zhang N, Man, KL, The Role of Demographic Characteristics, Perceived Risk and Online Data Security on E-business Performance
x (2014) ISBN: 978-988-19252-6-8

Sun. Y and Ifeanyi O., (2015) “A Qualitative Study of E-Business Adoption in The Real Estate Sector in China”, Journal of Internet Banking and Commerce, April, vol. 20, no. 1 DOI: 10.4236/jss.2014.23012
Chong, W.K., Sun, Y., Zhang, N., Man, K.L., (2014), “The Role of Demographic Characteristics, Perceived Risk and Online Data Security on E-business Performance”, IAENG Transactions on Engineering Technologies 2014, Springer, Germany. (Book chapter) ISBN: 978-988-19252-6-8 ISSN: 2078-0958 (Print); ISSN: 2078-0966 (Online)
Sanghyuk Lee, Yan Sun, Di Feng, (2013) Multi-Criteria decision making based on fuzzy measure, Journal of IT convergence Society for SMB, Vol. 3, No. 2, 19-25, Nov Scopus Journal, ISSN: 1598-7264
Examining the influences of social identity and social relationship on users’ psychological fulfillment and citizenship behavior in social media context (full paper in collaboration with Hong Kong Baptist University) at Academy of Marketing 2017.
Unveiling the effects of social identity, personal relationship, and psychological contract fulfillment on community citizenship behavior in social media (full paper in collaboration with Hong Kong Baptist University) to British Academy of Management 2017.
Sun. Y and Hunter-Jones. P., “Does Generation Theory Transfer Across Cultural Contexts?“, Academy of Marketing Conference 2016 (2016AM – Newcastle).
Yujia Zhai and Yan Sun, “AMIMO Approach on Automotive Engine Management System”, 1st International Conference on Information, System and Convergence Application 2014 (BEST PAPER AWARD).
Yan Sun and Chenyao Hong, “A study of online financial fraud in China: case study and analysis cross sectors in Suzhou”, The 8th International Conference on Management and Service Science (MASS 2014).
Sun. Y and Zhang, X, “Users’ profile of E-transaction services in emerging market: an empirical study of individual customers in retailing banking industry in China” is accepted at Asia Pacific Conference on Business & Social Science (APCBSS) 2014.
Sun. Y and Ifeanyi O., “A Qualitative Study of E-Business Adoption in The Real Estate Sector in China” is accepted at the 5th international conference on engineering and business management (EBM2014).
Sun. Y and Chong, W.K., “Transferability of Generational Theory within the global environment: Generation Y, perceived risks and online purchase behaviour” is accepted at IEEE International Symposium on Computer, Consumer and Control (IEEE – IS3C) 2014.
Sun. Y et.al “Understanding University Students’ Online Purchase Decisions through SNSs (Social Networking Services)” is accepted at Workshop on Design, Analysis and Tools for Integrated Circuits and Systems - DATICS-MUE 2014.
Sun, Y., Wang, S., Bai, X., Chong, W.K., (2014), ""Understanding University Students’ Online Purchase Decisions through SNSs (Social Networking Services)”, The 8th FTRA International Conference on Multimedia and Ubiquitous Engineering, Zhangjiajie, China, 28-31 May, 2014.
Yan, J.Y., Chong, W. K. and Sun Y. “Intra-network Dynamics in E-business Models” is accepted at 2014 International Industrial Information Systems Conference – IIISC2014.
Chong, W.K., Sun, Y., Zhang, N., Man, K.L. (2014), “Developing Entity-Chain-Network (ECN) Model for Value Creation”, Jeju, Korea, February, 2014.
Sanghyuk Lee, Yan Sun, Tiew On Ting, Gait Classification with Neighbouring Information: Similarity Measure Design Approach, International Conference on Computer Science and Network Security, Xi’an, April 12. 2014.
Sun, Y., “A survey of demographic factors and electronic financial fraud occurrence in the UK” is accepted and presented at 2013 International Symposium on Business, Banking, Marketing and Economy (ISBBME 2013).
Lee, S. and Sun, Y., (2013) “Analysis on overlapped and non-overlapped data”, Information Technology and Quantitative Management (ITQM2013).
Lee, S. and Sun, Y., (2013) “Multi-criteria decision making based on fuzzy measure”, 2013 International Conference on Future Information & Communication Engineering (ICFICE2013).
W.K. Chong, Y. Sun, N. Zhang and K.L. Man., (2013) The Role of Demographic Characteristics, Perceived Risk and Online Data Security on E-business Performance. Proceedings of the International Multi-Conference of Engineers and Computer Scientists 2013 Vol II, IMECS 2013, March 13 - 15, 2013, Hong Kong.
Sun, Y. and Zhu, H.X., (2003) The Double-Winning Game between Chinese Government and Their Telecommunication Enterprises under Information Dissymmetry, Journal of Northwest University, China, pp84-88, Vol.4. ISSN 1000-2731

Book Chapters

Chong, W.K., Sun, Y., Zhang, N., Man, K.L., (2014), “The Role of Demographic Characteristics, Perceived Risk and Online Data Security on E-business Performance”, IAENG Transactions on Engineering Technologies 2013, Springer, Germany.
Completion of translation of Chapter 7 – The Agriculture, Handicraft and Commerce in Ancient China of the book ‘Fifteen Chapters of Ancient China’ (Zhang, Q.Z.), as invited by Foreign Language Teaching and Research Press China (FLTRP) 2012.

Professional information

Memberships of professional bodies

Academy of Marketing (AM)
British Academy of Management (BAM)
Global Alliance of Marketing & Management Associations (GAMMA)
Data & Marketing Association (DMA)
Institute of Data & Marketing Association (IDM)

Conferences

Academy of Marketing (AM)
British Academy of Management (BAM)
Global Alliance of Marketing & Management Associations (GAMMA)

Consultancy

Established sustained partnerships with high-profile organisations, offering: guest lectures; live projects; site visits; placement support; student volunteering; networking opportunities. Notable partners include: The Randolph Hotel, Oxford; University of Oxford; Ashmolean Museum, Oxford; Blenheim Palace; Porsche; Bicester Village; Faurecia; Tianjin Airlines; Ruskin UK. These collaborations have directly enhanced student employability, bridged theory and practice, and promoted knowledge exchange between academia and industry.