Dr Yuwaree Tongvivat

My background is in branding linguistics, education, allied health sciences, and a touch of music.

Before joining the University of Sunderland in 2023, my career started in human resources at Ruamrudee International School, Bangkok in 2006.

I subsequently embarked on academic roles in 2009 at Thammasat University and the University of the Thai Chamber of Commerce, during which I pursued my PhD at Newcastle University. I applied lexical analyses to study meaning-making that transpired through texts, which reflect branding strategies of corporate identity.

My research has been related to the area of adopting dedicated technological tools for various purposes including branding, education, and more. I'm also interested in understanding perceptions during communications between humans and interactive machines, which could potentially be known with the assistance of specific algorithms and brain waves.