2012

1. Mortimer, K. and Danbury, A. (2012) Trust me I'm an advert! How to create a trusting brand identity through advertising. 11th International Conference on Research in Advertising (ICORIA) 2012: The Changing Roles of Advertising, Stockholm School of Economics, Sweden, 28-30 June 2012. Stockholm, Sweden: European Advertising Academy.

2010

1. Fan, Y. (2010) Branding the nation: towards a better understanding. Place Branding and Public Diplomacy. 6(2), pp. 97-103. 1751-8040.

2009

1. 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.