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Dr Binbin Yu

Lecturer

Staff Member Details
Email: b.yu@ecu.edu.au

Binbin is a Lecturer of Work-Integrated Learning in the School of Business and Law.

Key Research Areas

  • Luxury brand consumption
  • Counterfeit and imitation products
  • Consumer behaviour and decision making
  • Cultural influences on consumption
  • Gaming studies and in game purchase behaviour

Biography

Before joining ECU, Binbin worked in marketing at China Resources Group, where she gained practical industry experience that continues to inform her teaching approach. She completed her PhD at ECU with a research focus on luxury brand consumption, examining how major disruptions (COVID 19) influence consumer behaviour and reshape consumption motivations. Her doctoral research contributes to ongoing discussions on motivational shifts in response to market disruptions, luxury branding, and broader marketplace dynamics.

Prior to her PhD, Binbin completed a Bachelor of Arts in the United States and went on to obtain two Master degrees in Creative Media and Marketing from City University of Hong Kong. Her interdisciplinary training across media, marketing, and cultural analysis has informed and refined her research perspective and academic identity.

Binbin’s research interests centre on luxury branding, counterfeit consumption, consumer motivation, and digital game consumption. She is particularly interested in how cultural values influence marketplace behaviour and how symbolic meaning operates across both physical and digital consumption contexts.

Binbin is teaching focused and accumulated more than five years of experience as a sessional academic before joining the WIL team. Through her role in Work Integrated Learning, she remains committed to bridging theory and practice while actively engaging in research.

Media Topics
  • Consumer behaviour during economic or social disruption
  • Cultural influences on consumer decision making
  • Willingness to pay and status driven consumption
  • Digital consumption and in game microtransactions
  • Student wellbeing and support in higher education

SBL Research Centres or Clusters

Marketing, Innovation Sport and Entrepreneurship Research Cluster

Qualifications

  • Doctor of Philosophy, Edith Cowan University, 2025.
  • Master of Science, Hong Kong (SAR of China), 2017.
  • Master of Arts, Hong Kong (SAR of China), 2016.
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