Yanina Chevtchouk

Email: y.chevtchouk.1@research.gla.ac.uk

Research title: Redefining and measuring Brand Experiences in Canadian Luxury Services; an interdisciplinary perspective

Research Summary

Yanina studies brand experience through the lens of marketing, philosophy, and psychology in the aim to redefine the communities’ understanding of various experienced-based terms (i.e. customer, service, product, consumption experience), and revisit the measurement of the concept in Canadian luxury services. 

Grants

Research Grant ($2500), University of Glasgow (2019)
Research Pitch Champion, Association of Consumer Research (2018)
Conference Grant ($650), University of Glasgow (2017)

Conference

Chevtchouk, Yanina., Veloutsou, Cleopatra., and Paton, Robert. (2020) Affective and Behavioral Outcomes of Perceived Un/Ethical Action in Luxury Brand Experiences: Structured Abstract. Academy of Marketing Science Annual Conference. From Micro to Macro: Dealing with Uncertainties in the Global Marketplace. Coral Gables, Florida, USA. May 20 - 22, 2020

Pyle, Martin., Smith, Andrew., and Chevtchouk, Yanina. (2019). What Cultural-Cognitive Frames Support the Institutionalization of Online Reviews? Association for Consumer Research: Becoming Wise: The Golden Anniversary of ACR. Atlanta, Georgia, USA. October 17-20, 2019.

Chevtchouk, Yanina., and Veloutsou, Cleopatra. (2019). New Dimensions in Brand Experience; an interdisciplinary qualitative inquiry. American Marketing Association: Marketing on Fire: Burning Questions, Hot New Methods and Practical Ideas worth Spreading. Chicago, Illinois, USA. August 9-11, 2019.

Pyle, Martin., Smith, Andrew., and Chevtchouk, Yanina. (2018). Trust but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge. Association for Consumer Research: Trust in Doubt: Consuming in a Post-Truth World. Dallas, Texas, USA. October 11-14, 2018.

Chevtchouk, Yanina., Veloutsou, Cleopatra., and Paton, Robert. Process of Brand Experience an Interdisciplinary Perspective: Structured Abstract. (2017) Academy of Marketing Science Annual Conference, Back to the Future: Using Marketing Basics to Provide Customer Value. San Diego, California, USA. May 24-26, 2017.
Chevtchouk, Yanina., Veloutsou, Cleopatra., and Paton, Robert. Towards a definition of Brand Experience: an Inter-disciplinary Perspective. 12th Global Brand Conference of the Academy of Marketing´s SIG in Brand, Identity and Corporate Reputation. Kalmar, Sweden. April 26-28, 2017.

Teaching

MKT100 Principles of Marketing (Ryerson University: TRSBM)
MKT310 Marketing Plans (Ryerson University: TRSBM)
CRI400 Entrepreneurship in the Creative Industries (Ryerson University: Creative Industries)
CRI800 Managing Creative Enterprise (Ryerson University: Creative Industries)

Additional Information

Yanina has been a Sessional Lecturer at Ryerson University in Toronto, Canada at the Ted Rogers School of Business Management in Marketing, and at the Creative Industries School in Entrepreneurship, and Management since 2015. She has earned over 15 awards and honours for academic achievement, community involvement, and professional practice.