Yuchen Zhang

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.