Profile
Bingxu “Bruce” Cheng is a Ph.D. researcher in Sport Marketing and Management at Loughborough University, where he has been conducting pioneering research since January 2022. His doctoral thesis, "Exploring the Premier League’s Brand Equity in the Chinese Market", utilises quantitative approach (factor analysis and structural equation modelling) to investigate the associations among sport brand communication, brand equity, and consumer behaviour among satellite fans. This research provides critical insights into the global reach and impact of sport brands in emerging markets.
Beyond his Ph.D. work, Bruce is pursuing innovative, interdisciplinary projects that reflect his broader research interests, including social media marketing activities, customer relationship quality, physical sport and E-sport spectatorship and wellbeing.
Prior to his Ph.D., Bruce completed an MSc in Sport Business and Management at the University of Liverpool from October 2020 to December 2021. His master’s thesis, titled "Investigating Consumers’ Motivation for Playing Sport Mobile Games", explored the driving factors behind players' engagement with sport mobile games, earning him a distinction for his exceptional work. During this period, he also received notable recognition, securing the 2nd place and the Most Environmentally Sustainable Concept in the SportsPro Hackathon 2021. This award highlighted his innovative approach and ability to apply sport management principles to address real-world sustainability challenges.
Research
Bruce’s research is broadly focused on the evolving landscape of sport spectatorship, encompassing both physical and digital domains such as event attendance, broadcasting spectatorship, social media marketing activities, and satellite fan engagement. His work investigates how these spectator experiences shape consumer behaviour, brand perception, and well-being outcomes across diverse contexts. Bruce’s research explores key themes including sport brand equity, customer relationship quality, and the transformative role of technology in amplifying fan experiences. A consistent thread running through his diverse research portfolio is a commitment to harnessing data-driven insights and technological innovation to enhance fan engagement and promote well-being through sport and leisure. His work seeks to foster personalised, inclusive, and impactful spectator experiences that resonate with both traditional and emerging audiences.
Published article
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2025). Development of the Brand Equity Measurement Scale of the Premier League in the Chinese Market. Sport Marketing Quarterly, 34(1), 60-73. http://doi.org/10.32731/SMQ.341.032025.05
Teaching
Bruce’s teaching experience spans undergraduate and postgraduate levels at Loughborough University, where he has delivered engaging and research-informed instruction in sport management and research methodologies. His teaching philosophy centers on fostering critical thinking, practical application, and interdisciplinary understanding, equipping students with the skills to navigate the evolving sport and leisure landscape.
Conference Presentations
Membership of professional bodies:
European Association for Sport Management
Conference Presentations
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2025, April). Fuelling sport brand equity among satellite fans: Unveiling the interplay between the Premier League’s brand communication, brand equity, and diverse consumer behaviours in the Chinese market. Accepted at the annual conference for SSEHS Doctoral Research Conference, Loughborough, UK.
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2024, September). How to Foster the Premier League’s Brand Equity in China? Unveiling the Association with Brand Communication and Chinese Consumers’ Behavioural Responses. Presented at the annual conference for the European Association for Sport Management, Paris, France.
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2024, September). Exploring the Influence of Perceived Social Media Marketing Activities on the Premier League’s Customer Relationship Quality and Word-of-Mouth Intention among Chinese Consumers. Presented at the annual conference for the European Association for Sport Management, Paris, France.
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2024, February). The Premier League in China: Assessing its Brand Equity. Presented at the University of Florida-Loughborough Sport Management Ph.D. Research Virtual Workshop.
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2023, September). Exploring the Premier League Brand Equity in the Chinese Market. Presented at the annual conference for the European Association for Sport Management, Belfast, UK.