Lee Yih Hwai
Assoc Professor, Head of Department
Marketing
National University of Singapore
Singapore
Biography
Ph.D., University of North Carolina at Chapel Hill, Kenan Flagler Business School, Marketing, Aug 1997, BBA Honours, National University of Singapore, Marketing, June 1993
Research Interest
Advertising Effects Incongruity Theories Cognitive And Affective Information Processing
Publications
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The Effect of New Product Preannouncements on the Evaluation of Other Brand Products, with Thorbjornsen H and Dahlen M (2016), Journal of Product Innovation Management, 33(3), 342-355
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Frontline employees’ nonverbal cues in service encounters: a double-edge sword, with Lim E A C and FOO MAW DER (2016), Journal of the Academy of Marketing Science, forthcoming
