Dr Fayrene Chieng Yew Leh

Discipline Lead (Marketing & Strategy)

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

 

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

  • Chieng, F., 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& 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, 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).
  • 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 

  • 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: Reyhane Hooshmand
Degree: PhD
Thesis Title: The Impact of Gamification on Brand Loyalty through the Effect of Flow and Online Brand Experience

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

 

Academic Society Committee Membership 

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

Member, Institute of Marketing Malaysia (IMM), 2015-current

Team leader, Faculty WIL team, 2020-present

Member, Faculty Learning and Teaching Committee, 2017-current

 

Service Role

Associate Dean, Learning and Teaching

Accredited PREP Reviewer

 

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

 

 

 

Updated on: 31 August 2022