Dr. Tiong Ying Ying
Academic Qualifications
- PhD in Marketing (with Aspiration award for GOT), Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Malaysia, November, 2018
- MBA Master of Business Administration –School of Business and Economics, University Malaysia Sabah, 2013
- BBS Bachelor of Business Studies (Hons) – School of Business and Economics, University Malaysia Sabah, 2010
Office No.
+60 85 443939 ext. 5081
Room No.
No. 39, Row 3
Employment History (recent)
- Lecturer, Department of Marketing, Faculty of Business Curtin University Malaysia, February 2019 to present
- Grant Research Assistant– Research and Innovation Management Centre, Universiti Malaysia Sabah (2017-2018)
Unit Taught
Semester
- Marketing Research
- Consumer Behaviour
- International Marketing
- Digital Communication Management
Research Interests
Sustainable marketing, green marketing strategy, green branding strategy, branding, competitive advantage, firm performance, social innovation
Publications
Academic Journal Articles
- Tiong, Y.Y., Sondoh, S.L., Igau, O.A., Tanakinjal, G.H. (2017). Green employee empowerment and green physical evidence: The green service strategy to enhance firm performance. Asian Journal of Business Research, 7(2), pp. 94-124.
Conference Proceedings / Presentations
- Tiong, Y.Y., Sondoh, S.L., Tanakinjal, G.H., Igau, O.A., (2018). The extended Ps of green marketing mix, differentiation advantage and social quality performance. Presented at 3rd Applied International Business Conference, 23-24 Oct 2018, Labuan.
- Tiong, Y.Y., Sondoh, S.L., Igau, O.A. (2016). Green branding strategy: Towards service differentiation and superior performance. Presented at 6th Global Business and Finance Conference, 27-29 October 2016, Taipei, Taiwan. ISBN: 978-1-925488-19-7.
Research Project
- Green marketing strategy, competitive advantage and firm performance in the hotel industry (March 2015-June 2018)
- Green service marketing mix in stimulating firm performance: The moderating effect of urbanisation level in the west versus east Malaysia (April 2017-April 2018)
- The relationship of country-of-origin, consumer’s attitudes and purchase intention: A study of automotive products in Kota Kinabalu (September 2013)
Professional Affiliation
- Committee Member, Association of Social Innovation Movement Association
- Committee Member, Beluran Community Branding Research Project
Updated: 26 February 2019