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Ms Cynthia Phang Su Chen is a Lecturer in Marketing specialising in consumer behaviour and international marketing. She obtained her MBA from Sungkyunkwan University, South Korea, with a thesis on “Country of Origin and Ethnocentrism of Malaysian Consumers.” She is proficient in Korean as she has studied Korean language at Wonkwang University, South Korea. Prior to her expedition to the Northeast Asia, she studied information technology (IT) and information management in Malaysia and the United Kingdom. She is currently pursuing her doctoral studies with Swinburne University of Technology and is expected to complete in 2021.
Research InterestsConsumer Behaviour
Digital technologies for marketing
Teaching AreasMarketing, Integrated Marketing Communication, Branding Innovation and Design, Marketing Channel Design and Integration, Selling and Sales Management, Strategic Marketing, Developing Marketing Skills
Recent Research Grant2018: 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
- Journal Article: Morteza Namvar, Jacob L. Cybulski, Cynthia Su Chen Phang, Yaw Seng Ee, Kevin Tee Liang Tan (2018). Simplifying Sensemaking: Concept, Process, Strengths, Shortcomings, and Ways Forward for Information Systems in Contemporary Business Environments. Australasian Journal of Information Systems, [S.l.], v. 22. DOI:http://dx.doi.org/10.3127/ajis.v22i0.1654.
- Journal Article: Gaurav Gupta, Kevin Tee Liang Tan, Yaw Seng Ee, Cynthia Su Chen Phang (2018). Resource-Based View of Information Systems: Sustainable and Transient Competitive Advantage Perspectives. Australasian Journal of Information Systems, [S.l.], v. 22. DOI:http://dx.doi.org/10.3127/ajis.v22i0.1657.