Dr. Yanina Chevtchouk
Dr. Yanina Chevtchouk has her Ph.D from the University of Glasgow, a Top 65 in the World institution. Her work integrates philosophy and psychology into the world of marketing to enhance our understanding of Brand Experiences in Canadian luxury services.
Entrepreneurship has always been the heart of what she do. Starting at the age of 9 with several failures and success along the way, recognition came when she earned the title of Top 12 in Canada as a student Entrepreneur. Now, Yanina works with an amazing team at King Squared Media creating branded and original content.
Passionate, engaged, and constructive criticism describe Yanina's teaching style. She has taught over 2,000 students and graded over 30,000 assignments throughout her time. Yanina specializes in Marketing, Management, and Creative Industries courses.
- Brand Experience
- Customer Experience
- Service Experience
- Product Experience
- Consumption Experience
- Online Reviews
Chevtchouk, Y., Veloutsou, C., & Paton, R. (2020). "Affective and Behavioral Outcomes of Perceived Un/Ethical Action in Luxury Brand Experiences". From Micro to Macro: Dealing with Uncertainties in the Global Marketplace. Coral Gables, Florida, USA. May 20-22, 2020.
Pyle, M., Smith, A., & Chevtchouk, Y. (2019). "What Cultural-Cognitive Frames Support the Institutionalization of Online Reviews?" Association for Consumer Research: Becoming Wise: The Golden Anniversary of ACR. Atlanta, Georgia, USA. October 17-20, 2019.
Chevtchouk, Y., and Veloutsou, C. (2019). "New Dimensions in Brand Experience; an interdisciplinary qualitative inquiry". American Marketing Association: Marketing on Fire: Burning Questions, Hot New Methods and Practical Ideas worth Spreading. Chicago, Illinois, USA. August 9-11, 2019.
Pyle, Martin., Smith, Andrew., and Chevtchouk, Yanina. (2018). "Trust but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge". Association for Consumer Research: Trust in Doubt: Consuming in a Post-Truth World. Dallas, Texas, USA. October 11-14, 2018.
Chevtchouk, Yanina., Veloutsou, Cleopatra., and Paton, Robert. (2017). "Process of Brand Experience an Interdisciplinary Perspective". Academy of Marketing Science Annual Conference, Back to the Future: Using Marketing Basics to Provide Customer Value. San Diego, California, USA.
Chevtchouk, Y., Veloutsou, C., & Paton, R. (2017). "Towards a definition of Brand Experience: an Inter-disciplinary Perspective". 12th Global Brand Conference of the Academy of Marketing´s SIG in Brand, Identity and Corporate Reputation. Kalmar, Sweden. April 26-28, 2017.
2021. Pyle, M., Smith, A., & Chevtchouk, Y. In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace (external link) . Journal of Business Research, 122, 145-158.
2021. Chevtchouk, Y., Veloutsou, C., & Paton, R. The experience – economy revisited: an interdisciplinary perspective and research agenda (external link) . Journal of Product & Brand Management, 30(8), 1288-1324.