Jiangnan (Johnny) Yu

  • Degree Programme: PhD in Marketing

Academic Qualification:

  • Bachelor of Economics in Finance, Sun Yat-Sen University, China, 2017-2021
  • Research Master in Business, University of Groningen, the Netherlands, 2021-2023


Johnny is a Ph.D. student in Marketing at London Business School. During the study for a Bachelor degree in finance, he discovered a passion for studying consumption and human behaviours, which motivated him to switch to marketing and pursue a Ph. D. degree. 

His current projects are mainly about how new technology affects consumer behaviours, but he is also interested in self-concept, ethical decision-making, and mind perception. During his Bachelor and Master studies, he worked as a part-time research assistant for several marketing research projects.