2010

1. Fan, Y. (2010) No short cut in internationalisation. PKU Business Review. May, pp. 120-123. 1674-0734.
2. Fan, Y. (2010) Branding the nation: towards a better understanding. Place Branding and Public Diplomacy. 6(2), pp. 97-103. 1751-8040.
3. Fan, Y. and Li, Y. (2010) Children's buying behaviour in China: A study of their information sources. Marketing Intelligence & Planning. 28(2), pp. 170-187. 0263-4503.

2009

1. Fan, Y. (2009) Corporate communications in China: A preliminary study. Paper presented to: 12th International Corporate Identity Group (ICIG) Symposium, Faculty of Social Sciences, University of Ljubljana, 29 September 2009.
2. Fan, Y. and Li, Y. (2009) A study of food buying behaviour among Chinese children. Paper presented to: 38th European Marketing Academy (EMAC) Conference, Audencia Nantes - School of Management, France, 26-29 May 2009.
3. Wilson, J., Liu, J. and Fan, Y. (2009) Surrogate brands - the pull to adopt an ‘other’ nation; via sports merchandise. Paper presented to: Academy of Marketing Annual Conference 2009, Leeds Metropolitan University, Leeds, 07-09 July 2009.

2008

1. Fan, Y. (2008) Country of origin, branding strategy and internationalisation: The case of Chinese piano companies. Journal of Chinese Economic and Business Studies. 6(3), pp. 303-319. 1476-5284.
2. Fan, Y. (2008) Soft power: power of attraction or confusion? Place Branding and Public Diplomacy. 4(2), pp. 147-158. 1751-8040.
3. Fan, Y. (2008) The art of cross-cultural branding. In: Czinkota, M., Ronkainen, I., Sutton-Brady, C. and Beal, T. (eds.) International Marketing. Asia Pacific ed. South Melbourne, Australia: Thomson Learning Australia. pp. 186-188.