Fayrene Chieng Yew Leh

Academic Qualifications 

Master of Business Administration, Heriot-Watt University, UK, 2001

BA (Hons) in Business Administration (Marketing), Coventry University, UK

 

Office No.

+60 85 443939 ext. 5091

 

Room No.

No. 56, Row 4

 

Employment History 

Lecturer

Department of Marketing

School of Business

Curtin University Sarawak Malaysia

2007 to present

 

Lecturer,

Department of Business Management,

United College Sarawak

1998-2007

 

Unit Taught 

Strategic Marketing

Discovering Marketing

 

Research Interests

Consumer behaviour

Branding

 

Research Grants 

Research Title : The Influence of Macro-environment Forces on Transport Sustainability: A Case in Malaysia

Awarding Body: East Asian Development Network (EADN

Grant Amount: USD9,200

Research Role (Principal / Researcher): Chief investigator

Period: 2010-2011

 

Research Publications 

Academic Journal Articles

1. Chieng F.Y.L, Goi, C.L. (2011), Customer-based Brand Equity: A Literature Review, Journal of Arts Science & Commerce, 2, No 1.

2. 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).

3. Chieng, F.Y.L. and Goi, C.L. (2011), Customer-based Brand Equity: A Study on Interrelationship among the Brand Equity Dimension in Malaysian, African Journal of Business          Management 5:30: 11856

 

Conference Papers 

  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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
  1. 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.
  1. 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.
  1. 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.

 

Industry Engagement

Professional Membership 

Role on Board of Directors or Advisory Board : Member

Organisation name: Malaysia Institute of Marketing (MIM)

Date : since 2015

 

 

Updated on: 23 August 2017

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