Staff Profile

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Dr.Cynthia Phang Su Chen

Lecturer in Marketing
PhD (SUT), MBA (SKKU), BSc (Hons) (UcLan)

Faculty of Business, Design and Arts

Office No:+60 82 260 976
Fax No:+60 82 260 815
Room No: B336
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Dr Cynthia is a lecturer in the Faculty of Business, Design and Arts. With a background in business and a research focus on social science, Dr Cynthia works to bring perspective to the study of branding, advertising and consumer culture, identity and behaviour.

Dr Cynthia teaches a range of units in marketing and management, including Innovative Branding and Integrated Marketing Communication.

Research Interests

Advertising and marketing communication
Consumer behaviour
Consumer culture
Consumer identity

Teaching Areas

Fundamentals of Marketing, Integrated Marketing Communication, Innovative Branding, Marketing Channel Design and Integration, Selling and Sales Management, Strategic Marketing

Research Grant

2018: How does culture retention and national and global acculturation affect consumer brand attitude and choice, Swinburne Research Micro Fund

2017: Materialism and Conspicuous Consumption Amongst Young Adults in Malaysia From The Perspective of Hedonic and Utilitarian Dimensions, Swinburne Research Micro Fund
  • Research Outputs

Research Outputs

  • Journal Article: Lim, W. M., Chin, M. W. C., Ee, Y. S., Fung, C. Y., Giang, C. S., Heng, K. S., Kong, M. L. F., Lim, A. S. S., Lim, B. C. Y., Lim, R. T. H., Lim, T. Y., Ling, C. C., Mandrinos, S., Nwobodo, S., Phang, C. S. C., She, L., Sim, C. H., Su, S. I., Wee, G. W. E., & Weissmann, M. A. (2022). What is at stake in a war? A prospective evaluation of the Ukraine and Russia conflict for business and society. Global Business and Organizational Excellence, 41(6), 23-36. DOI:
  • Journal Article: Lim, W. M., Phang, C. S. C., & Lim, A. L. (2020). The effects of possession- and social inclusion-defined materialism on consumer behavior toward economical versus luxury product categories, goods versus services product types, and individual versus group marketplace scenarios. Journal of Retailing and Consumer Services, 56, 102158. DOI:
  • Journal Article: Weng Marc, L., Ai Ling, L., & Cynthia Su Chen, P. (2019). Toward a conceptual framework for social media adoption by non-urban communities for non-profit activities: Insights from an integration of grand theories of technology acceptance. Australasian Journal of Information Systems, 23(0). DOI:
  • Journal Article: Gaurav, G., Kevin Tee Liang, T., Yaw Seng, E., & Cynthia Su Chen, P. (2018). Resource-Based View of Information Systems: Sustainable and Transient Competitive Advantage Perspectives. Australasian Journal of Information Systems, 22(0). DOI:
  • Journal Article: Morteza, N., Jacob, L. C., Cynthia Su Chen, P., Yaw Seng, E., & Kevin Tee Liang, T. (2018). Simplifying Sensemaking: Concept, Process, Strengths, Shortcomings, and Ways Forward for Information Systems in Contemporary Business Environments. Australasian Journal of Information Systems, 22(0). DOI: