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


  • 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



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

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