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

 

Office No.

+60 85 630100 ext. 2770

 

Room No.

No. 56, Row 4

 

Employment History 

Head, Department of Marketing, Faculty of Business, Curtin University Malaysia, Miri, Sarawak [March 2021 to present]

Lecturer, Department of Marketing, Faculty of Business, Curtin University Malaysia, Miri, Sarawak, Malaysia [2007 to present]

 

Lecturer, Department of Business Management, United College Sarawak, Malaysia

1998-2007

 

Unit Taught 

Corporate Marketing Strategy

Discovering Marketing

Business Internship

 

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

  • 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 (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.

 

Academic Society Committee Membership 

  • Associate (AFHEA), Higher Education Academy UK (HEA), 2019-current
  • Member, Institute of Marketing Malaysia (IMM),  2015-current

 

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: 20 July 2020

Share this