Yuchen Zhang

Commerce Assistant Professor

Biography

Yuchen Zhang received a Ph.D. in Sport Business from Waseda University, an M.A. in International Business and Development studies from Sophia University, and holds a Global BBA degree from ESSEC Business School in France. Her research focuses on sport and event marketing, with particular attention to non mega sport events, branding, and consumer behavior. Her research has been published in peer reviewed international journals such as the Journal of Product & Brand Management and the International Journal of Event and Festival Management. She aims to contribute to case-based education by drawing on real-world examples to enhance students’ analytical and managerial skills.

Research Interests

sport marketing, brand management, consumer behavior

Final Education

Ph.D. in Sport Business, Waseda University

Awards & Honours

(2025) AASM Rising Star Award. Asian Association for Sport Management (AASM) Conference 2025

Academic Papers

Yuchen Zhang (2026) Psychic income perceived from a sporting mega-event in host community: a two-wave analysis of Beijing 2022 Winter Olympics. Managing Sport and Leisure
Yuchen Zhang (2025) Antecedents and Consequences of Value Co-Creation in Non-mega Sport Events. Waseda University doctoral thesis
Yuchen Zhang (2025) Trends of Sport Management Research in Asia: Key Insights from the Asian Association for Sport Management Conference 2024. Sport Sciences Research
Yuchen Zhang (2025) Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship. Journal of Product & Brand Management
Yuchen Zhang (2025) Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction. International Journal of Sports Marketing and Sponsorship
Yuchen Zhang (2025) The impact of recurring non-mega sport events on residents' support intention. International Journal of Event and Festival Management