Swee Hoon Ang
Assoc Professor
Marketing
National University of Singapore
Singapore
Biography
Dr. Swee Hoon Ang is an Associate Professor at the Department of Marketing, NUS Business School. She received her PhD in Marketing from the University of British Columbia. She has two research programs. One focuses on behavioral aspects of Marketing, specifically advertising effectiveness. Her recent work includes consumer happiness and advertising creativity. The other is on research particularized to Asia Pacific, having published research on crisis marketing, counterfeiting, effect of superstitions on consumer choice, and segmenting the Asian consumers.
Research Interest
Ad Creativity, Advertising, Brand Personality, Consumer Behavior, Cross-cultural Consumer Behavior Issues
