Dr. Yue Meng-Lewis

Senior Lecturer in Sport Marketing

School of Marketing and Management
Coventry Business School
Faculty of Business and Law

Email: ac1338@coventry.ac.uk


I am a Senior lecturer in Sport Marketing at Coventry University Business School. I previously worked as a Lecturer in Marketing at Henley Business School, and Senior Lecturer in Marketing Communications at the Media School, Bournemouth University. I completed my Doctoral Studies at Leeds University Business School.

My research interests focus on sponsorship and endorsement, ambush marketing, and consumer psychology. My work has been presented at a number of international conferences, and published in the European Journal of Marketing, International Journal of Sports Marketing and Sponsorship and major text books in the marketing area. I serve on the editorial board of the International Journal of Sports Marketing and Sponsorship.

  • PGCert in Educational Practice, Bournemouth University, 2011.
  • PhD in Marketing, University of Leeds, 2008.
  • MBA, University of Southampton, 2004.
Recent outputs and publications
  • Xian, H., and Meng-Lewis, Y. Business Research Methods for Chinese Students: A Practical Guide to your Research Project. Sage. [forthcoming]
  • Meng-Lewis, Y., Thwaites, D., and Pilla, K.G. (2014) ‘Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism’. International Journal of Sports Marketing and Sponsorship 15 (2), 30-46.
  • Meng-Lewis, Y., Thwaites, D., and Pilla, K.G. (2013) ‘Consumers’ responses to sponsorship by foreign companies’. European Journal of Marketing 47 (11/12), 1910-1930.
  • Thwaites, D., and Meng-Lewis, Y. (2013) ‘Sport sponsorship and endorsement’. In The Business of Sport Management (2nd ed). Ed. by Beech, J., and Chadwick, S. Essex: Pearson.
  • Thwaites, D., and Meng, Y. (2012) ‘Ambush marketing case study’. In Foundations of Marketing (4th ed.). Ed. by Jobber, D. and Fahy, J. eds. McGraw-Hill Higher.
  • Consumer behaviour in sport
  • Sport marketing and branding
  • Corporate and brand communications
  • Contemporary issues in branding
  • Applied brand management
Areas of expertise
  • Sport marketing and branding   
  • Consumer behaviour   
  • Corporate and brand communications
Coventry University No.1 Modern University No.1 Modern University in the Midlands
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year shortlisted
QS Five Star Rating 2020
Coventry City of Culture 2021