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Yunmei Kuang

Faculty Member

Yunmei (Mei) Kuang

Biography

Yunmei is an Assistant Professor of Marketing at the Woodbury School of Business in Utah Valley University where she teaches Principles of Marketing (MKTG 3600). She completed her Ph.D. in Marketing and International Business with a minor in Research Methodology at Saint Louis University. During her time there, she also earned the Certificate for University Teaching Skills from the Center of Teaching Excellence and taught Introduction to International Business, Introduction to Marketing Management, and Business Capstone.

Yunmei gained experience in management, operations, and online marketing in both the U.S. and China before entering Saint Louis University. These experiences contribute significantly to her research, which revolves around managerially impactful social interactions in diverse contexts. Her research includes topics related to the management of consumer-brand relationships based on big-data analytics and topics related to the social and ethical issues surrounding international business and globalization. Her research has been published in several academic journals and has been presented at various marketing and international business conferences. Yunmei finds it fascinating and rewarding to conduct research with others and has a passion for blending her practical and academic experiences into her interactions with students.

Education

PhD, Saint Louis University, 2022

Major: Marketing

MBA, The University of Tennessee at Martin, 2014

Major: Business Administration

BA, Jinan University, 2011

Major: International Politics

Teaching

MKTG 3600

Principles of Marketing, Summer 2025

MKTG 3600

Principles of Marketing, Summer 2025

MKTG 3600

Principles of Marketing, Spring 2025

MKTG 3600

Principles of Marketing, Spring 2025

MKTG 3600

Principles of Marketing, Spring 2025

MKTG 3600

Principles of Marketing, Spring 2025

Presentations

Chang, Bin (Author Only), Arnold, Mark (Author Only), Kuang, Yunmei (Mei) (Presenter & Author), 2025 AMA Summer Academic Conference, "Why Do We Persuade? Understanding the Role of Affective States and Attributions in Green Word-of-Mouth", Chicago, IL. (August 22, 2025)
Kuang, Yunmei (Mei) (Author Only), Arnold, Mark (Presenter & Author), Loveland, James (Author Only), Loveland, Kate (Author Only), 2025 Academy of Marketing Science (AMS) World Marketing Congress, "The Impact of Communal Coping on Brand Community Exit during Scandals", Dijon, France. (July 4, 2025)
Chang, Bin (Author Only), Arnold, Mark (Presenter & Author), Kuang, Yunmei (Mei) (Author Only), 2025 Academy of Marketing Science (AMS) Annual Conference, "How Affective States Influence the Drive to Persuade Others to Go Green", Montreal, Canada. (May 23, 2025)
Kuang, Yunmei (Mei) (Presenter & Author), Brown, Gary (Author Only), 2024 AMA Summer Academic Conference, "Integrating Geopolitical Insights_ A Multi-level Framework for Internationalization Decisions through Live Streaming E-commerce", Boston, MA. (August 16, 2024)
Kuang, Yunmei (Mei) (Author Only), Loveland, James (Presenter & Author), Loveland, Kate (Author Only), 2024 AMA Winter Academic Conference, "Friends in Low Places? The Effects of Brand Scandals on Premium and Non-Premium Brand Communities", St. Pete Beach, FL. (February 25, 2024)
Jankuhn, Nicolas (Presenter & Author), Kuang, Yunmei (Mei) (Author Only), Sim, Butch (Author Only), 2023 AMA Summer Academic Conference, "Resort Fees’ Signaling Value As An Overlooked Upside", San Francisco, CA. (August 5, 2023)

Scholarly/Creative Works

Brown, Gary , Kuang, Yunmei (Mei) , "Navigating Geopolitical Tensions in Business_ Lessons from the Collapse of an International Acquisition" . United Kingdom: International Journal of Teaching and Case Studies (IJTCS).
Benmamoun, Mamoun , Ascencio, Christine , Fisher, James E., Kuang, Yunmei , Neilson, Peter , (2023) "Globalizing Corporate Social Irresponsibility_ A Tale of Two Toxic Cities" (vol. Volume 19). United Kingdom: Journal of Business Ethics Education (JBEE). https://doi.org/10.5840/jbee20221912

Awards

2025 Faculty Champion of UVU

Office of Institutional Engagement and Effectiveness (IEE), Utah Valley University - April 8, 2025

The Champions of UVU Awards honor students, faculty, staff, and groups who advance exceptional care within the campus community.

Fellow of Higher Education Academy (FHEA)

Higher Education Academy (HEA) - April 2, 2025

Fellowship of the Higher Education Academy (FHEA) is an international recognition awarded by the UK-based Higher Education Academy (HEA). It is earned through written reflection and interaction with an HEA Mentor. This process showcases how one's teaching and learning support practices meet the criteria of the UK Professional Standards Framework (PSF). The award of the fellowship signifies an individual's dedication to high-quality teaching and learning within higher education.