Education Qualifications

PhD Business Administration, Marketing, University of British Columbia, 1991

Academic and Professional Experience

Associate Professor (with tenure), National University of Singapore, 1999 - current

Selected Publications

Journal Articles

Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response, with Lim Ai Cheng, Elison, Yih Hwai Lee and Siew Meng Leong, Journal of Pragmatics, Vol. 41, no. 9, 1778-1793, 2009 Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences, with Leong Siew Meng, J A Cote, Tan Soo Jiuan, K Jung, Kau Ah Keng, and C Pornpitakpan, Journal of International Business Studies, 39 (6), 996-1009, 2008 The Ad Creativity Cube: A Conceptual and Initial Validation, with Siew Meng Leong and Yih Hwai Lee, Journal of the Academy of Marketing Science, Vol.35, no.2, pp220-232, 2007 Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes, with Ai Ching Elison Lim, Journal of Advertising, 35(2), 39-54, 2006 Interference of Picture and Brand Name in a Multiple Linkage Ad Context, with Yih Hwai Lee, Marketing Letters, 14(4), pp 273 - 288, 2003 Cross-National Personality Differences: A Typology of Animosity, with Kwon Jung, Siew Meng Leong, Soo Jiuan Tan, Chanthika Pornpitakpan, and Ah Keng Kau, Journal of Cross-Cultural Personality, 33(6), 525-539, 2002

Books/Monographs Authored

Marketing Management: An Asian Perspective, 5th ed., with Kotler, P, K Keller, S M Leong, and C T Tan, Pearson Education, 2009 Principles of Marketing: An Asian Perspective, with Philip Kotler, Gary Armstrong, Siew Meng Leong, Chin Tiong Tan, and Oliver Yau, Prentice Hall, 2008 International Marketing, with Kotabe, M, A Riege, K Griffiths, G Noble, A Recotish, and K Helsen, John Wiley, 2008

Working Papers

International Market Segmentation: A Consumer Behavior Perspective, with Siew Meng Leong, Joseph A. Cote, Michael J. Houston and Yih Hwai Lee, 2008

Membership And Professional Activities

Association for Consumer Research

Consultation and Executive Experience

Caterpillar Citibank NA Essilor Johnson & Johnson Medical Singapore Pools

Research Interests

Ad Creativity Brand Personality Cross-cultural Consumer Behavior Issues

Courses

Global Marketing (Undergraduate) Principles of Marketing (Undergraduate)