Dr Tiong Ying Ying

Associate Dean, Research and Development

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


Academic Society Committee Membership

  • Fellow (FHEA), Higher Education Academy UK (HEA): 2021-current


Office No.

+60 85 630100 ext. 2755

Room No.

No. 39, Row 3




Employment History (recent)

  • Associate Dean, Faculty of Business, Faculty of Business Curtin University Malaysia [June 2020 to present]
  • Lecturer, Department of Marketing, Faculty of Business Curtin University Malaysia [February 2019 to present]
  • Higher Degree Research Programme Coordinator, Faculty of Business Curtin University Malaysia [August 2019 to June 2020]
  • Grant Research Assistant– Research and Innovation Management Centre, Universiti Malaysia Sabah [2017-2018]


Unit Taught

  • Consumer Behaviour
  • Services Marketing
  • International Marketing
  • Digital Communication Management
  • Managing Social Media Platform
  • Small Business Planning


Research Interests

Sustainable marketing, green marketing strategy, green branding strategy, branding, competitive advantage, firm performance, social innovation, country of origin, public communication, gamification



Academic Journal Articles

  • Tiong, Y. Y., Sondoh Jr, S. L., Tanakinjal, G. H., & Iggau, O. A. (2021). Cleaner operations in hotels: Recommendation for post-pandemic green recovery. Journal of cleaner production283, 124621.
  • 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 Projects

  • Achieving customer loyalty through green branding during COVID – 19, Co-Supervisor [December 2020 – Current]
  • The Effective Use of Celebrity Endorsers through Social Media to Influence the Brand Choice Behavior of the Smartphone Buyer, Co-Supervisor [September 2020 – Current]
  • Out of Sight, Out of Mind, Out of Planning: Enhancing Visibility of Cultural Tourism Through Digital Technologies During COVID-19 Co-Investigator [July 2020 – Current]
  • Keeping Miri Beautiful: How Social Media Can Conserve & Promote Miri – Sibuti Coral Reefs National Park (MSCRNP).
    Co-investigator [November 2019 – Current]
  • Social Media Marketing in Rural Hospitality and Tourism Entrepreneurship. Co-Investigator [September 2019 – Current]
  • Digital inclusion in community-based rural entrepreneurship for rural economic development. Principle Investigator  [August 2019 – Current]
  • Community entrepreneurialism: The role of community branding in building sustainable entrepreneurship among independent, palm oil smallholders in rural Sabah, Malaysia. Co-Investigator [February 2019 – February 2020]
  • The research of the usage of the fresh agro-Food in Malaysia within three market segments: Households, factories and hospitality services (Zone Borneo – Sabah, Sarawak and Labuan). Co-Investigator [September 2018 – February 2019]
  • Mulberry plantation and production research (community project brainstorming and competition): Social innovation through team entrepreneurial learning (SITEL) research workshop. Co-Investigator [25 – 29 June 2018]
  • Green service marketing mix in stimulating firm performance: The moderating effect of urbanisation level in the west versus east Malaysia. Principle Investigator [April 2017 – March 2018]
  • Green marketing strategy, competitive advantage and firm performance in the hotel industry (March 2015 – June 2018)
  • The relationship of country-of-origin, consumer’s attitudes and purchase intention: A study of automotive products in Kota Kinabalu. Principle Investigator [July – September 2013]

Supervision of Higher Degree by Research Student


Teaching Awards

  • Nominees: Curtin Malaysia Learning and Teaching Excellence Awards 2020
  • Student Choice Award for Department of Marketing. Curtin Malaysia: 2020
  • Student Choice Award for Department of Marketing. Curtin Malaysia: 2019


Professional Affiliations

  • Chair, Curtin Malaysia Faculty of Business Research and Development Committee
  • Committee Member, Association of Social Innovation Movement Association
  • Committee Member, Curtin Malaysia Graduate School Committee
  • Committee Member, Curtin Malaysia Office of Research and Development
  • Member, Institute of Marketing Malaysia
  • Advisor, Curtin Oratory and Debating Society