Yu-Shan (Athena) Chen

dr., Assistant Professor

  • 4 Citations
20012019
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Personal profile

Research profile

 Dr. Yu-Shan Athena Chen is Assistant Professor at Industrial Design Department, Eindhoven University of Technology (TU/e) in the Netherlands. Her research interests include consumer behavior, commercial design, and brand management.  She has published the research in international journals in marketing and consumer behavior.

Academic background

Dr. Yu-Shan Athena Chen is Assistant Professor at Industrial Design Department, Eindhoven University of Technology (TU/e) in the Netherlands.  She is responsible for entrepreneurship and innovation education.  She also engages in the startup incubator and accelerator programs.  Her research interests include consumer behavior, commercial design, and brand management.  She has published the research in international journals in marketing and consumer behavior.

Education/Academic qualification

Business administration, Doctor, National Chengchi University

1 Sep 20051 Jul 2011

Business administration, Master, National Chengchi University

1 Sep 20041 Jul 2005

Developmental Psychology, Master, National Taiwan University

1 Sep 19971 Jul 1995

Psychology, Bachelor, National Taiwan University

1 Sep 19931 Jul 1997

Fingerprint Dive into the research topics where Yu-Shan (Athena) Chen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Marketing Engineering & Materials Science
Customer satisfaction Engineering & Materials Science
Animation Engineering & Materials Science
Semantics Medicine & Life Sciences
Maintenance Medicine & Life Sciences
Anger Medicine & Life Sciences
Fear Medicine & Life Sciences
Purchasing Engineering & Materials Science

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Research Output 2001 2019

  • 4 Citations
  • 18 Conference contribution
  • 3 Paper
  • 3 Article
  • 1 Chapter
2 Citations (Scopus)

Free the brand: how a logo frame influences the potentiality of brand extensions

Chen, Y. S. A. & Bei, L. T., 1 Jul 2019, In : Journal of Brand Management. 26, 4, p. 349-364 16 p.

Research output: Contribution to journalArticleAcademicpeer-review

Brand extensions
Logos
Elaboration
Marketers
Experiment

How to design for Death

Hung, W-C., Chen, Y-S. A. & Chen, L-L., 2019. 9 p.

Research output: Contribution to conferencePaper

The effects of logo frame design on brand extensions

Chen, Y. S. A. & Bei, L. T., 2019, In : Journal of Product & Brand Management.

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
Experiments
Brand extensions
Logos
Scenarios
Trustworthiness

Effects of negative semantics in product design

Hung, W., Chen, Y., Lin, M. & Yang, H., May 2017, Proceedings of hte 2017 IEEE International Conference on Applied System Innovation IEE-ICASI 2017. Meen, T-H., Prior, S. D. & Lam, ADK-T. (eds.). Piscataway: Institute of Electrical and Electronics Engineers, p. 1512-1515

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Semantics
Anger
Fear
Pain
Exploratory Behavior

Envisioning how new technologies can fulfill customers’ unmet needs

Chuang, Y., Chen, Y., Chen, L. & Chen, Y., Oct 2017, Proceedings of Advance of Consumer Research. Association for Consumer Research North America Conference 2017, October 26-29, San Diego, California.

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Purchasing
Marketing
Innovation
Feedback
Data storage equipment

Prizes

Best Conference Paper Award of (IEEE International Conference on Applied System Innovation 2016

Wei-Ken Hung (Recipient), Athena Chen (Recipient) & L. Chen (Recipient), 2016

Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific

Best Conference Paper Award of IEEE International Conference on Applied System Innovation 2017

Athena Chen (Recipient), 2017

Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific

Honorable Mention Award of TAIwan Computer-Human Interaction Conference 2015

Athena Chen (Recipient), 2015

Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific