Dr Song Yang

Marketing Scientist

Song joined the Institute with over ten years industry experience in China. He has worked as Regional Research Project Coordinator for Procter & Gamble, Deputy Director of Yunnan Market Research Institute and as Senior Advisor for Kunming Fench Advertising Agency before coming to Australia.

Song has published widely in academic journals and his research interests include marketing strategies, consumer behaviour under the influence of cultural values, consumer value changes in China, research methodology in marketing, and cross-cultural management. He has presented his research at conferences in America and throughout Australasia.

As well as a Marketing Scientist at the Institute, Song is also a researcher in the UniSA Business School’s Australian Centre for Asian Business (ACAB), which aims to broaden the Australian understanding of the diverse Asian business environment. He also teaches marketing courses for the UniSA Business School’s 5-star MBA program.

Academic Publications

  • Yang, S, Huang, S & Shen, G 2017, ‘Modelling Chinese consumer choice behavior with budget accommodation services’, International journal of culture, tourism and hospitality research, vol. 11, no. 3, pp. 341-354.
  • Yang, S & Stening, W. B (2013) ‘Mao Meets the Market: Reconciling Ideology and Pragmatism in China’, Management International Review. Vol 53(3) pp419-448.
  • Yang, S & Stening, W. B (2012) ‘Cultural and ideological roots of materialism in China’, Social Indicators Research Vol 1, no3, pp441-452.
  • Rhodes, J, Lok,p., Yang, S.,& Xia,Y.Q (2011) ‘The effects of organizational intangible factors on successful enterprise resource planning systems implementation and organizational performance: A China experience’, Asian Business & Management vol. 10, no. 2, pp. 287-317.
  • Bambacas, M,. Sanderson, G., Feast, V., & Yang, S. (2008) ‘Understanding transnational MBA students’ instructional and communication preferences’, Journal of International Education in Business, vol 1, no.1, pp. 15-28
  • Yang, S & Stening, W. B. (2016). ‘Antecedents of materialism in China—an intergenerational analysis’, International Journal of Consumer Studies Vol 40 (6) pp 701-711.
@EhrenbergBasson Twitter

Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.