Education

2010-2016    PhD in marketing, National University of Singapore

2013             Exchange in University of Michigan, Ann Arbor

2006-2010    Bachelor of Engineering, Wuhan University

2008-2009    Minor in Computer Science, Huazhong University of Science and Technology

Working Experiences

2016-present  Assistant professor, Renmin University of China

Methods: Structural model; Causal inference; Machine learning; Natural language processing; Lab experiment

Substances: Brand equity; Livestreaming e-commerce; Sharing economy; Automobile; Self-control; Nostalgia

Brand Management (BBA)

Marketing Decision Models (BBA), with Haibing Gao

Thesis Writing (BBA)

Marketing Modelling II (PhD)

Management Integration: Innovations and Entrepreneurs (MBA), with Yu Zhou, Kanliang Wang, Hai Guo, and others

Papers

Jiayi Xu, Jie-Sheng Tan-Soo, Yanlai Chu*, Xiao-Bing Zhang, “Gasoline Price and Fuel Economy of New Automobiles: Evidence from Chinese Cities,” Energy Economics, 2023, 126

Chu Yanlai, Xue Yuanhao, Yang Jing, "The Logic of Livestreaming e-Commerce," Beijing: CITIC Press, 2022.3, ISBN 978-7-5217-3981-7

Yanlai Chu, Junhong Chu, Hongju Liu, “The Impact of Mergers and Acquisitions on Brand Equity: A Structural Analysis,” International Journal of Research in Marketing, 2021,38(3), 615-638. (IJRM Editor’s Choice 2021)

Pang Jun, Chu Yanlai*, Li Menglin, and Jiao Tengxiao, "Origin discrimination effects, mechanisms and countermeasures under the new crown epidemic," Nankai Management Review, August 2021

Javier Cebollada, Yanlai Chu*, and Zhiying Jiang, “Online Category Pricing at a Multichannel Grocery Retailer,” Journal of Interactive Marketing, 2019, 46, 52-69.

SELECTED WORKING PAPERS

Yanlai Chu, Hongju Liu, Qiang Liu, Xinxin Li, “Alleles of State Dependence on Online Platforms: A Dynamic Path to Purchase with Variety Seeking and Inertia,” 2024

Zhendong Zuo, Chen Zhou, Yanlai Chu, Anindita Chakravarty, “Impact of Product Selection in Live-Streaming Selling on Sales,” 2024

Phyliss Jia Gai, Yanlai Chu, “Trade-off Choices from Concentrated Versus Balanced Assortments,” 2024

Sheng Bi, Jun Pang, Yanlai Chu, David Sprott, “Farewell to a Time with Nostalgia Consumption: The Impact of Ending Landmarks on Consumer Preference for Nostalgic Products,” 2024

Wei Miao, Yanlai Chu, Junhong Chu, “The Effect of Flat-rate Pricing on the Ride-Hailing Market,” 2023

Qiang Liu, Yanlai Chu, Ho-Jung Yoon, Hongju Liu, “Comparative Marketing Communication: The Case of Drug Detailing,” 2023

SELECTED GRANTS

2023-2026          “Mechanism Analyses on the Three Essentials of Live Streaming E-Commerce: A Multi-Method Investigation Based on Transaction and Experiment Data,” NSFC General Program, PI          

2022                 “LOTUS Eletre EU Market Price Elasticity Project,” Lotus Europe, Expert

2019-2021          “Mergers and Acquisitions, Brand, and Multiple Markets Interaction: A Consumer's Perspective,” NSFC Young Scholar, PI

TEACHING PROJECT

2022-2024          “Marketing Decision Models”, 123 Golden Courses at Renmin University of China

Honors and Awards

2023                 Best Teaching Team, Renmin Business School

2023                 IJRM Editor’s Choice 2021

2021                 Best Paper Award at the 2021 CMAU Annual Academic Conference, 1/380

2021                 Excellence in Undergraduate Enrollment, Renmin University of China

2021                 Excellence in Social Service, Renmin Business School

2021                 Supervisor for Best Undergraduate Thesis, Renmin University of China

2020                 Supervisor for Best Undergraduate Thesis, Renmin University of China

2019-2020       Excellence in Undergraduate Teaching, Renmin University of China

2018-2019       Excellence in Undergraduate Teaching, Renmin University of China

2018                Excellence in Social Service, Renmin Business School

2015                AMA-Sheth Foundation Doctoral Consortium Fellow, London Business School

SELECTED PRESENTATIONS

“Promotion or Advertisement? Direct and Indirect Effects of Live Streaming”, Xiamen University, Xiamen, China 2023,12

“Promotion or Advertisement? Direct and Indirect Effects of Live Streaming”, Center for Applied Statistics, Renmin University of China, Beijing, China, 2023,11

“To Live or not to Live? A Cross-Category Investigation on the Impact of Live Streaming,” Xinjiang University of Finance and Economics, Xinjiang, China, 2022.5

“The Effect of End Temporal Landmarks on Consumers’ Preference for Nostalgic Products”, Southwestern University of Finance and Economics, Chengdu, China 2021.11

“To Live or not to Live? A Cross-Category Investigation on the Impact of Live Streaming,” Shanghai University of Finance and Economics, Shanghai, China, 2021.11

“Alleles of State Dependence: A Dynamic Path to Purchase with Variety Seeking and Inertia,” the 2021 CMAU Annual Academic Conference, Xi’an, China, 2021.07

“Alleles of State Dependence: A Dynamic Path to Purchase with Variety Seeking and Inertia,” University of Science and Technology Beijing, Beijing, China, 2021.05

“The Unintended Consequences of Tariff Retaliation: Evidence from the Chinese Automobile Market,” The 1st Guangdong-Hong Kong-Macao Area Research Forum on Business, Shenzhen University, Shenzhen, China, 2019.07

“The Unintended Consequences of Tariff Retaliation: Evidence from the Chinese Automobile Market,” ISMS Marketing Science Conference, Rome, Italy, 2019.06

“The Unintended Consequences of Tariff Retaliation: Evidence from the Chinese Automobile Market,” The 12th China-R Conference, Beijing, China 2019.05

“The Impact of Taxation Stimulus on China’s Automobile Industry and Environment,” INFORMS Marketing Science Conferences, Baltimore, US, 2015.05

“An Empirical Analysis of Mergers and Brand Equity,” 2014 China India Insights Conference, Lijiang, China, 2014.07

“An Empirical Analysis of Mergers and Brand Equity,” INFORMS Marketing Science Conferences,  Atlanta, US, 2014.06

“Mergers and Brand Equity: A Quantitative Analysis of Strategic and Efficiency Motives,” INFORMS Marketing Science Conferences, Istanbul, Turkey, 2013.07