Leong Vai Shiem
Senior Lecturer
Business Administration
Hong Kong Institute of Asia-Pacific Studies
China
Biography
PhD in Marketing, University of Nottingham, United Kingdom Master of Marketing Management, Griffith University, Australia Bachelor of Business Adminstration, Universiti Brunei Darussalam, Brunei Vai’s primary research interests lie in advertising and service marketing. To draw out greater understandings into these two domains, consumer cognition process and emotional interpretation of cues are important aspects providing insights into their roles on consumer perception, attitudes, behaviourial intention or consumption choice; and advertising effectiveness or branding in the service sector. Residing in Asia, her research naturally span into cultural dimensions – including Islamic values and Chinese practices – denoting the increasing importance of examining cultural influences on marketing strategies. Vai received her doctorate degree in 2009 from University of Nottingham, United Kingdom, where her thesis examined the effects of tangible cues as a visualisation strategy on advertising of services with particular emphasis on financial services. In 2008, her paper presented at the Academy of Marketing Annual Conference, hosted by University of Aberdeen was awarded the best paper for the Services Marketing track.
Research Interest
Service marketing, Advertising, Marketing in Asia, Financial Services
Publications
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Leong VS, Low KC (2012) Capitalizing on Ethical Corporate Identity to Competitively Position Brands.
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Muhamad N, Leong VS, Mizerski D (2016) Consumer knowledge and religious rulings on products: Young Muslim consumer’s perspective. Journal of Islamic Marketing 7:74-94.
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Leong VS (2009) Services advertising effectiveness: an investigation into means-end chain connectivity and consumer visualisation of services.
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Shiem LV, Ee TS (2005) Brunei Darussalam: consumption and marketing in an Islamic monarchy. Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, and New Zealand. New York: ME Sharp, Inc. PP: 47-75.
