Dr Fayrene Chieng Yew Leh
Academic Qualifications
- PhD, Curtin University, Western Australia, 2019
- Master of Business Administration, Heriot-Watt University, UK, 2001
- BA (Hons) in Business Administration (Marketing), Coventry University, UK, 1997
Professional Memberships/ Certifications
- Fellow, Higher Education Academy UK (HEA), 2021-current
- Member, Institute of Marketing Malaysia (IMM), 2015-current
Office No.
+60 85 630100 ext. 2770
Room No.
No. 56, Row 4
Employment History
Associate Dean, Learning and Teaching [July 2022 – present]
Discipline Lead (Marketing), Faculty of Business, Curtin University Malaysia, Miri, Sarawak [August 2021 – present]
Head, Department of Marketing, Faculty of Business, Curtin University Malaysia, Miri, Sarawak [March 2021 – July 2021]
Program Coordinator, Department of Marketing, Faculty of Business, Curtin University Malaysia, Miri, Sarawak [2019 to 2021]
Lecturer, Department of Marketing, Faculty of Business, Curtin University Malaysia, Miri, Sarawak, Malaysia [2007 to present]
Head, Department of Business Management, United College Sarawak, Malaysia [2001-2007]
Lecturer, Department of Business Management, United College Sarawak, Malaysia [1998-2001]
Unit Taught
Event Management
Sustainable Event Management
Corporate Marketing Strategy
Business Internship
Retail Marketing and Distribution
Marketing Research
Discovery Marketing
Research Interests
Consumer behavior, customer experience, tourism marketing, entrepreneurship
Research Grants
External Grants
East Asian Development Network (EADN) in 2011 for research project on “The Influence of Macro-environment Forces on Transport Sustainability: A Case in Malaysia” with a grant of US$9,2000
Internal University Grants
Research Title: Appraising ICT4D Projects using the Stakeholder Theory and Critical Research Approach
Awarding Body: Faculty of Business Special Grant Scheme
Grant Amount: RM5,500
Research Role: Principal Investigator
Period: 2021-2022
Research Title : Student Emotions and Online Class Engagement in the Time of Pandemic
Awarding Body: Curtin Malaysia Teaching Innovation Project (CMTIP)
Grant Amount: RM2,000
Research Role : Co-researcher
Period: 2020-2021
Research Title : The Impact of Social Media on Brand Equity: A Case of Luxury Brand
Awarding Body: Curtin Sarawak Research Fund (CSRF)
Grant Amount: RM10,000
Research Role : Co-researcher
Period: 2014-2015
Research Title: The Influence of Macro-environment Forces on Transport Sustainability: A Case in Malaysia
Awarding Body: East Asian Development Network (EADN)
Grant Amount: USD 9,200
Research Role : Principal Investigator
Period: 2011-2012
Research Title : Is Malaysian Brands Really Flying? Determinants of Malaysian brand equity Awarding Body: Curtin Sarawak Research Fund (CSRF)
Grant Amount: RM10,000
Research Role: Principal Investigator
Period: 2010-2011
Industry / Contract Research Reports
Sarawak Timber Association consultancy project in 2011 for a project on “A study on remuneration packages of Indonesian workers and recruitment costs of employers in Malaysia” with a sum of RM125,000
Research Publications
Academic Journal Articles
- Ling, L., Jong, L., Law, W. and Chieng, F.Y.L. (2023). Family director board governance index: An analysis of family directors and firm performance in Malaysia. Journal of General management, 03063070221149680.
- Goi, C. L., Chieng, F. Y. L. and Goi, M. T. (2022). Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity. Journal of Global
Scholars of Marketing Science, 1-21. - Chieng, F.Y.L., Sharma, P., Kingshott & Roy, R. (2022) “Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment”, Journal of Product & Brand Management, 31(6), 870-885. DOI: 10.1108/JPBM-12-2020-3250
- Sarah, F. H., Goi, C.L., Chieng F.Y.L and Md Raziuddin, K. (2021) “Examining the Influence of Atmospheric Cues on Online Impulse Buying Behaviour across Product Categories: Insights from an Emerging EMarket”, Journal of Internet Commerce, 20:1: 25-45
- Chieng F.Y.L and Goi, C.L. (2011), Customer-based Brand Equity: A Literature Review, Journal of Arts Science & Commerce, 2, No 1.
- Goi, C.L. and Chieng, F.Y.L (2011), Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands, Journal of Marketing Research and Case Studies, Volume 2011 (2011).
Conference Papers
- Chieng, F.Y.L., Lew, T.Y. and Tiong, Y.Y. (2021). From Stay in Touch to Stay in Tech: Enhancing Tourist Engagement through Smart Tourism Technology. Paper presented at the 4th International Scientific Conference “TOURMAN 2021” “Restarting Tourism, Travel and Hospitality: The Day After” May 21-23, 2021, Thessaloniki, Greece.
- Lew, T.Y., Tiong, Y.Y., and Chieng, F.Y.L.(2021). Destination Loyalty Behaviour of Wellness Tourists: The Destination Image Perspective. Paper presented at the 4th International Scientific Conference “TOURMAN 2021” “Restarting Tourism, Travel and Hospitality: The Day After” May 21-23, 2021, Thessaloniki, Greece.
- Tiong, Y.Y., Lew, T.Y. and Chieng, F.Y.L. (2021). Unsustainable Tourism in Post Covid-19? No way! The Future of Tourism Destination Post Pandemic. Paper presented at the 4th International Scientific Conference “TOURMAN 2021” “Restarting Tourism, Travel and Hospitality: The Day After” May 21-23, 2021, Thessaloniki, Greece.
- Tiew, F. Y. H., Chieng, F.Y.L. Ling, L., and Law, W. (2020). Student Emotions and Online Class Engagement in the Time of Pandemic. Paper presented at the Scholarship of Tertiary teaching Online Conference October 13-14.
- Chieng, F.Y.L(2017), “Antecedents of Brand Attachment: The Relative Importance of Actual, Ideal and Social Self-Congruity”, 4th Borneo Research Education Conference, Malaysia.
- Chieng, F.Y.L(2016), “The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment”, 4th Borneo Research Education Conference, Malaysia. (Best Paper Award)
- Goi, C. L., Chieng, F.Y.L.,Ngu, I.Y. (2015). “Malaysian brands or international brands? What does Generation Y really wants?” 3rd Annual Asian SME Conference, Malaysia.
- Goi, C. L., Ngu, I.Y., Chieng, F.Y.L.(2015). “The relationship between social media and brand equity,” International Conference on Management and Information Technology, Singapore.
- Goi, C.L.and Chieng, F.Y.L. (2014), Factors Influencing Foreign Tourists to Shop in Miri, Sarawak, 7th Internal Conference on Contemporary Business & 14th Global Conference on Flexible Systems Management, 15-17 October 2014, Curtin Singapore, Singapore.
- Ngu, I.Y., Chieng, F.Y.L. and Goi C.L. (2014), The Impact of Social Media on Brand Equity: A case of luxury brand, 7th Internal Conference on Contemporary Business & 14th Global Conference on Flexible Systems Management, 15-17 October 2014, Curtin Singapore, Singapore.
- Goi, C.L. and Chieng, F.Y.L.(2014), Malaysia Boleh? Is Malaysian Brand Really Flying?, The Fifth International Conference of International Studies (ICIS2014), 1-2 December, The Royale Chulan Hotel, Kuala Lumpur. The proceeding will be published by Procedia-Social and Behavioural Sciences (Elsevier) with ISBN/ ISSN number and will be indexed in SCOPUS
- Chieng, F.Y.L., Ho, P.P.L., Goi, C.L. and Ng, P.Y. (2012), The Influence of Macro-Environment Forces on Transport Sustainability, East Asian Development Network – Annual Forum 2011/2012, Hyatt Hotel and Casino Manila, Philippines, 2-3 July.
- Chieng, F.Y.L., Goi, C.L.(2012), The Measurement and Dimensionality of Customer-based Brand Equity: Empirical Evidence from Malaysian Brands, 2012 Global Marketing Conference, Seoul, Republic of Korea, 19-22 July.
- Goi, C.L.and Chieng, F.Y.L. (2011), Customer-Based Brand Equity towards Local Brand: Study on Malaysian Perspective, 16th IBIMA conference on Innovation and Knowledge Management: A Global Competitive Advantage, Kuala Lumpur, Malaysia, 29-30 June.
Book Chapters
Chieng, F. (2022). “Sustainable luxury fashion: From owning to sharing.” In Innovative economic, social and environmental practices for progressing future suitability. Pp. 200-217. IGI Global.
Supervision of Higher Degree by Research Student
Student Name: Fifi Liew
Degree: MPhil
Thesis Title: The Development of Wellness Destination Image Model To Predict Destination Loyalty Behaviour for Malaysia Post-COVID-19
Status: On-going
Student Name: Farah Hassan Sarah
Degree: MPhil
Thesis Title: The Influence of Atmospheric Cues on Online Impulse Buying across Product Categories: The Mediating Role of Consumer Impulsiveness
Status: Completed in 2020
Editorial Secretariat
Journal of International Journal of Business Events and Legacies
Reviewer of Academic Journals
Journal of Brand Management [2020-present]
Journal of Business Research
Service Role
Accredited PREP Reviewer
Team leader, Faculty WIL team, 2020-present
Member, Faculty Learning and Teaching Committee, 2017-current
Leadership and Services – Faculty Membership Committee
Learning and Teaching Committee, Faculty of Business
External Engagement Committee, Faculty of Business
Research Cluster Membership
Innovation in Higher Education
