Employee Profile

Shubin Yu

Assistant Professor - Department of Communication and Culture


My research fields include digital communication and marketing communications. I am particularly interested in how digital technology influences the way we communicate and people's perceptions and behaviors. My recent research focuses on human-robot communication and digital communication in organizations. I obtained my Ph.D. in Communication Science from Ghent University in 2017. I also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, I worked as an assistant professor at Peking University HSBC Business School. Now I am also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.


Yu, Anqi; Yu, Shubin & Liu, Huaming (2022)

How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

Journal of Retailing and Consumer Services Doi: 10.1016/j.jretconser.2021.102899

Yu, Shubin & Hudders, Liselot (2021)

Measurement invariance of the modified brand luxury index scale across gender, age and countries

Journal of Fashion Marketing and Management Doi: 10.1108/JFMM-10-2020-0235

Purpose Many instruments have been developed to measure the perceived luxuriousness of brands, but one of the most frequently used scales is the “brand luxury index” (BLI) from Vigneron and Johnson (2004) that distinguishes between high- and low-luxury brands. Despite its popularity and widespread use in academic research, the scale's psychometric properties and equivalence across cultures have been questioned. Recently, modified versions of the scale have been developed to strengthen the quality of the measurement. However, the performance and the measurement invariance of the modified version have not yet been investigated. The current paper aims to test the model fit of the modified BLI scale and the measurement invariance across gender, age and country groups using nine datasets from a total of three different countries. Design/methodology/approach This paper conducts a multi-group CFA to examine the measurement invariance of the BLI scale. Nine datasets were used in this study. The data were collected across three countries, the United States (5 datasets), China (2 datasets) and India (2 datasets) from 2016 to 2018. Findings The results of this analysis suggest that the modified BLI scale has an acceptable model fit and can be interpreted equivalently across gender and age groups. Metric invariance was found among the US, China and India. However, scalar measurement invariance was established only across two countries: the US and India. A follow-up analysis shows that partial scalar invariance can be established across the US, China and India when removing constraints on the parameters of three items: exclusive, precious and sophisticated. Originality/value This study is the first study to test the model fit of the modified BLI scale. The findings of this paper contribute to both the academia and industry. The authors recommend scholars and marketers to use a modified 19-item BLI scale to measure the perceived luxuriousness of brands in future research. First, the modified BLI scale tested in the current study offers very good performance with model fit values of a quality that has rarely been seen in prior research. The original scale of Vigneron and Johnson (2004) has been criticized for its poor model fit (Christodoulides et al., 2009). The modified scale of Doss and Robinson (2013) also has problems with the fit value. Second, the modified 19-item scale also shows adequate measurement invariance across different gender, age and countries. For scholars and marketers, the establishment of the metric invariance of the modified 19-item BLI scale implies that the scale can be used across gender, age and countries (the US, China and India) if the purpose of the study is to understand the relationship between some variables and perceived luxuriousness of a brand.

Talukdar, Nabanita & Yu, Shubin (2021)

Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Journal of Strategic Marketing Doi: 10.1080/0965254X.2021.1967428 - Full text in research archive

Academic Degrees
Year Academic Department Degree
2017 Ghent University Ph.D.
2016 University of Leuven M.S.
2014 University of Leuven M.A.
Work Experience
Year Employer Job Title
2021 - Present Peking University HSBC Business School Visiting Associate Professor
2021 - Present BI Norwegian Business School Assistant Professor
2019 - 2021 Peking University HSBC Business School Assistant Professor
2017 - 2019 Peking University HSBC Business School Postdoctoral fellow