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Hong Yu

Dr. Hong Yu

Associate Dean, Graduate Programs | Professor
DepartmentRetail Management
EducationBEng, MEng, PhD
OfficeTRS 3-022
Phone(416) 979-5000 ext: 552540


Dr. Hong Yu is an Associate Professor at the Ted Rogers School of Retail Management. Prior to joining Toronto Metropolitan in 2004, she was on faculty at Oklahoma State University. Since 2005, she has served as a Visiting Professor at universities in the Greater China Region. Dr. Yu has taught in Toronto Metropolitan’s Fashion, Retail Management, MBA, and Master of Science in Management programs. 

She is the author of five chapters in an open e-textbook on pop-up retail strategies (opens in new window)  and has published in top-tier journals in the field of retail and consumer studies, such as Journal of Retailing and Consumer Services, Journal of Travel Research, Toursim Management, and International Journal of Retail and Distribution Management.

Dr. Yu has supervised and/or served on committees for 70+ Master’s and three Ph.D. students. She co-authored a paper that won “Best Paper Award” in Europe and another won “Highly Commended Award” in the Asia Pacific region. She was also the lead-author of a visual merchandising program that received “Education Technology Award” in the U.S. Dr. Yu received YSGS Outstanding Contribution to Graduate Education Award in 2019.

Dr. Yu was a Consumer Scientist at Maytag Appliances in the U.S. before entering the academic field.   She has also served as a consultant for retail design and fashion companies on their visual merchandising, branding, and international expansion strategies.

Dr. Yu’s research program focuses on two streams: (a) consumers’ shopping experiences and journeys in various retail settings, and (b) marketing and management strategies of retailers. She has studied tourist shoppers, fashion leaders, the visually impaired, pop-up shoppers, and older customers in diverse retail settings, including souvenir shops, e-commerce sites, shopping malls, pop-up shops, and omni-channel retailing contexts. With backgrounds in engineering, design, and business, Dr. Yu also has a keen interest in researching management strategies that lead to efficiency and effectiveness in the transformation processes of products, services, and customer experiences, and she leverages the insights gained from consumer behaviour research to inform how product innovation, inclusive retail environments, and service designs contribute to business practices.

Currently, her active research projects focus on cross-cultural studies on the topics of shopping for others, electronic commerce servicescape, and sustainable luxury fashion adoption and strategies, using research methods such as survey, Kano methodology, and social media data-mining.

Duh, H. Yu, H., and Ni, Y. (2019, submitted). Chinese Millennials’ Happiness and Materialism:  Explanations from Two Life-course Theories, Self-esteem and Money-Attitudes. Journal of Consumer Affairs.
Yu, H.  and Rahman, O. (2019, submitted). Omni-channel shopping experiences of mature Canadian customers. International Journal of Retail & Distribution.
Rahman, O. and Yu, H. (2019). Key antecedents to the shopping behaviours and preferences of aging consumers: A qualitative study. Journal of Fashion Marketing and Management, 23(2), 193-208. (external link, opens in new window) 
Rudkowski, J., Heney, C., Yu, H., Sedlezky, S., & Gunn, F. (2019). Here today, gone tomorrow? mapping and modeling the pop-up retail customer journey. Journal of Retailing and Consumer Services, DOI:10.1016/j.jretconser.2018.11.003
Yu, H., Rahman, O., & Yan, Y. (2019). Branding strategies in transitional economy: the case of Aimer. Journal of Global Fashion Marketing. 10(1), 93-109, DOI: 10.1080/20932685.2018.1513811 
Yu, H. & Rahman, O. (2018). Inclusive apparel shopping experiences for older consumers in China: Product attributes and retail environment. The International Review of Retail, Distribution and Consumer Research, 28(5), 531-553, DOI: 10.1080/09593969.2018.1509800 
Rahman, O. & Yu, H. (2018). A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives. Journal of Fashion Marketing and Management, 22(4), 509-526. (external link, opens in new window) 
Rahman, O., Wong, K. K.-K., & Yu, H. (2016). The Effects of Mall Personality and Fashion Orientation on Shopping Value and Mall Approach Behaviour. Journal of Retailing and Consumer Services, 28, 155-164. (A ranking based on ABDC Journal Quality List 2016)
Yu, H., Tullio-Pow, & Akhtar, A. (2015). Retail Design and the Visually Impaired: A Needs Assessment. Journal of Retailing and Consumer Services.
Michon, R., Chebat, J.-C., Yu, H., and Lemarie, L. (2015). Fashion orientation, shopping mall environment, and patronage intentions: A study of female fashion shoppers. Journal of Fashion Marketing and Management, 19(1). (external link, opens in new window) 
Jin, B., Yu, H., & Kang, J. H. (2013). Challenges in Western-Chinese business relationships: The Chinese perspective. Marketing Intelligence and Planning, 31(2), 179-192.
Yu, H. (2011). Profiling Chinese fashion shoppers in Beijing: Mall Activities, shopping outcome, and demographics. Journal of Global Fashion Marketing,2(1),11-19.
RMG 400 RMG400 - Retail Buying I
RMG 452 Visual Merchandising and Space Planning
RMG 905 Design, Commerce and Culture
RMG 913 Retail Private Label
RMG 917 Experiential Learning: Asia Pacific Studies
SM 8000 Research Seminar
2019-Present Academy of Management 
2018-Present Administrative Sciences Association of Canada 
2001- Present American Collegiate Retailing Association 
2000- Present Association of Consumer Research
Ph.D. Iowa State University, Ames, IA, USA
M.Eng, Beijing Institute of Fashion Technology, P.R. China
Tianjin Polytechnic University, P.R. China