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Dr. Yue Meng-Lewis

Senior Lecturer in Sport Marketing

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



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
 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023