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Dr Sharon Wu

Senior Lecturer

Sharon Wu


Sharon obtained her first degree in Economics at University of Oregon, a master’s degree in Business Administration Management from Atkinson Business School, Willamette University in U.S.A, and holds a PhD from Royal Holloway, University of London, UK. Before joining the Faculty of Business and Law, Sharon held faculty positions at University of Southampton and Royal Holloway, University of London.  Her research works have been focused on Luxury related studies, eLuxury, Social Media and Digital Marketing. Sharon's works have appeared in Qualitative Market Research, Journal of Travel and Tourism Marketing, Academy of Marketing and Monaco Symposium on Luxury.

Prior to becoming an academic, Sharon worked for companies in the beauty and marketing industries as senior marketing consultant over 10 years where she has extended a wealth experience in sales and marketing especially in cosmetics and marketing sector.

Research Interests

Sharon’s research interests are as follows:

  • Luxury Consumer Behaviour
  • Branding
  • Digital Marketing
  • Consumer Purchase Intention
  • Self-Concept
Latest Publications 

Nguyen, B., Wu, M.S. S., and Chen, C.H. S. (2017) “How Does Self-Concept & Brand Personality Affect Luxury Consumers’ Purchasing Decisions, in Springer’s Handbook on Luxury Fashion Retailer Management” edited by Choi, T.M., and Shen, B. (eds.), Publishing by Springer Science & Business Media [ISBN 978-981-10-2976-9]

Wu, M.S. S., and Chen, C.H. S. (2016) “Chinese Female Purchasing Intention Towards Cosmetics Brands, in Asia Branding: Connecting Brands, Consumers and Companies” edited by Melewar, T. C., Nguyen, B., and Schultz, D. E. (eds.), Publishing by Palgrave Macmillan [ISBN 978-1-1374-8995-1]

Chen, C.H. S., Lin, F-F., & Wu, M.S. S. (2016) “Luxury Consumption and Self-Concept in the Digital Age”, Southampton Business School Small Research Fund, Funded by University of Southampton (£5,000) 

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