Yi WU received her Ph.D. degree in Marketing from School of Economics and Management, Tsinghua University. She was also a visiting Ph.D. student at Ross Business School, University of Michigan, Ann Arbor. She received her M.S. degree in Management and her B.A. and B.S. degrees from East China Normal University. Her research interests include consumer behavior in globalization, global branding, and general branding issues from consumers’ perspective. Her research has been published at International Marketing Review, Asia Pacific Journal of Marketing and Logistics, among others.