The North-West University (NWU) Business School is proud to announce the extraordinary appointments of Dr Yuanyuan (Gina) Cui and Dr Patrick van Esch, both from the E. Craig Wall Sr. College of Business Administration at the Coastal Carolina University. Their appointments bring exceptional expertise, research leadership and global academic distinction to the NWU Business School community.
Dr Yuanyuan (Gina) Cui serves as an assistant professor of Marketing at Coastal Carolina University. Her scholarship focuses on consumer behaviour, particularly in the areas of online and digital consumption, decision-making in emerging technologies, pro-social and ethical consumption and consumer irrationality.
Drawing from the rich tradition of psychological theories of human behaviour, Dr Cui’s research primarily employs experimental methods to examine the causal mechanisms driving human decision-making and consumer psychology.
Her impact extends beyond her own research: Dr Cui has contributed as a guest editor and editorial review board member for several leading peer-reviewed journals. She is also recognised for her expertise in experimental research design and analysis, having led numerous workshops and academic presentations that help scholars strengthen their methodological rigour.
Dr Patrick van Esch, also an associate professor of Marketing at Coastal Carolina University, holds a Doctor of Business Administration (DBA) from Southern Cross University in Australia. His research spans artificial intelligence, consumer psychology and political ideology – fields that sit at the forefront of marketing and behavioural science.
Dr Van Esch has an impressive publication record, with his work appearing in top-tier journals such as the Journal of Business Ethics, European Journal of Marketing, Annals of Tourism Research, International Journal of Research in Marketing, Journal of Business Research, Journal of Advertising, Journal of Advertising Research, and Business Horizons. Beyond journal articles, he is also the author of two books and multiple book chapters, contributing significantly to the global discourse on marketing and technology.
A celebration of excellence and collaboration
The appointments of Dr Cui and Dr Van Esch underscore the commitment of the NWU Business School to advancing international collaboration, research excellence and innovation in business education. Their combined expertise will enrich the academic community of the school, inspire students and strengthen ties between the NWU and Coastal Carolina University.
The NWU Business School extends its warmest congratulations to the new colleagues on their extraordinary appointments and looks forward to their valuable contributions in shaping the future of business and marketing scholarship.
