Dr Fayrene Chieng Yew Leh
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Senior lecturer, Management, Marketing & Digital Business Location: Room 56, Heron 2 |
Academic qualifications
- PhD, Curtin University, Australia 2019
- Master of Business Administration, Heriot-Watt University, 2001
- BA (Hons) in Business Administration (Marketing), Coventry University, UK, 1997
Professional memberships/certifications
- Fellow, Higher Education Academy UK (HEA). 2021 to current
- Member, Institute of Marketing Malaysia (IMM). 2015 to current
Employment history
- Associate Dean, Learning and Teaching, Curtin University Malaysia. July 2022 to present
- Discipline Lead (Marketing), Faculty of Business, Curtin University Malaysia. August 2021 to present
- Head, Department of Marketing, Faculty of Business, Curtin University Malaysia. March 2021 – July 2021
- Program Coordinator, Department of Marketing, Faculty of Business, Curtin University Malaysia. 2019 to 2021
- Lecturer, Department of Marketing, Faculty of Business, Curtin University Malaysia. 2007 to present
- Head, Department of Business Management, United College Sarawak, Malaysia. 2001 to 2007
- Lecturer, Department of Business Management, United College Sarawak, Malaysia. 1998 to 2001
Unit taught
Event Management, Sustainable Event Management, Corporate Marketing Strategy, Business Internship, Retail Marketing and Distribution, Marketing Research, Discovering Marketing
Research interests
Consumer behaviour, customer experience, tourism marketing, entrepreneurship
Research grants
| Role | Project title | Funding source | Amount | Date |
|---|---|---|---|---|
| The Influence of Macro-environment Forces on Transport Sustainability: A Case in Malaysia | East Asian Development Network | US$9,2000 | 2011 | |
| Principal investigator | Appraising ICT4D Projects using the Stakeholder Theory and Critical Research Approach | Faculty of Business Special Grant Scheme | RM5,500 | 2021 to 2022 |
| Co-researcher | Student Emotions and Online Class Engagement in the Time of Pandemic | Curtin Malaysia Teaching Innovation Project (CMTIP) | RM2,000 | 2020 to 2021 |
| Co-researcher | The Impact of Social Media on Brand Equity: A Case of Luxury Brand | Curtin Sarawak Research Fund (CSRF) | RM10,000 | 2014 to 2015 |
| Principal investigator | The Influence of Macro-environment Forces on Transport Sustainability: A Case in Malaysia | East Asian Development Network (EADN) | USD9,200 | 2011 to 2012 |
| Principal investigator | Is Malaysian Brands Really Flying? Determinants of Malaysian brand equity | Curtin Sarawak Research Fund | RM10,000 | 2010 to 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
- Ling, L., Jong, L., Law, W. and Chieng, F.Y.L. (2023). Family director board governance index: An analysis of family directors and firm performance in Malaysia. Journal of General management, 03063070221149680.
- Goi, C. L., Chieng, F. Y. L. and Goi, M. T. (2022). Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity. Journal of Global
Scholars of Marketing Science, 1-21. - Chieng, F.Y.L., 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 and 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 and 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).
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.
HDR supervision
- Fifi Liew, MPhil, “The Development of Wellness Destination Image Model To Predict Destination Loyalty Behaviour for Malaysia Post-COVID-19”. On-going
- Farah Hassan Sarah, MPhil, “The Influence of Atmospheric Cues on Online Impulse Buying across Product Categories: The Mediating Role of Consumer Impulsiveness”. Completed 2020
Editorial secretariat
International Journal of Business Event and Legacies
Reviewer of academic journals
- Journal of Brand Management. 2020 to present
- Journal of Business Research
Service role
- Accredited PREP reviewer
- Team leader, Faculty WIL team, 2020 to present
- Member, Faculty Learning and Teaching Committee, 2017 to present
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