Senior Lecturer
UBD School of Business and Economics (UBD SBE)
About
Vai’s primary research interests lie in advertising and service marketing. To draw out greater understandings into these two domains, consumer cognition process and emotional interpretation of cues are important aspects providing insights into their roles on consumer perception, attitudes, behaviourial intention or consumption choice; and advertising effectiveness or branding in the service sector. Residing in Asia, her research naturally span into cultural dimensions – including Islamic values and Chinese practices – denoting the increasing importance of examining cultural influences on marketing strategies.
Vai received her doctorate degree from University of Nottingham, United Kingdom in 2009, where her thesis examined the effects of tangible cues as a visualisation strategy on advertising of services with particular emphasis on financial services. In 2008, her paper presented at the Academy of Marketing Annual Conference, hosted by University of Aberdeen was awarded the best paper for the Services Marketing track.
Teaching Area
- Marketing Management
- Brand Management
- Marketing Communications
- Services Marketing
Current Research
- Muhamad, N. & Leong, V., “Consumer knowledge and cognitive responses on behaviours subject to fatwa rulings: An exploratory investigation”
- Leong, V., Muhamad, N. & Sumardi, W., “An investigation on the influence of spirituality on service quality in the healthcare service industry: The case of Brunei Darussalam”
- Leong, V. & Sumardi, W., “Impact of perceived quality and price on consumer responses: Comparison between high quality and low quality brands”
Research Interests
- Services marketing
- Advertising
- Marketing in Asia
- Financial Services
- Consumer evaluation
Publications
- Low, K. & Leong, V. (2013). “Guanxi and Corporate Social Responsibility”, in Idowu, S.O.; Capaldi, N.; Zu, L.; Das Gupta, A. (eds.), Encyclopedia of Corporate Social Responsibility, Springer-Verlag: Heidelberg, Germany, p.1323-1328
- Leong, V. & Low, P. (2012). “Capitalizing on ethical corporate identity to competitively position brands”, Business Journal for Entrepreneurs, Vol. 2012, Issue 4, p.104-119
- Leong, V., Muhamad, N. & Sumardi, W. H. (2013). “Cue utilisation theory: A multidimensional measurement on perceived quality of Asian automobile brands”. Paper presented at Australia & New Zealand Marketing Academy, University of Auckland Business School, New Zealand
- Leong, V., Hibbert, S. & Ennew, C. (2010). “Means-end chain connectivity in consumer evaluation of advertisement”. Paper presented at the European Advertising Academy: 9th ICORIA Conference, Universidad Autonoma de Madrid, Spain
- Leong, V., Ennew, C. & Hibbert, S. (2008). “Visualisation strategy: The role of personal values on advertising of services”. Paper presented at the Academy of Marketing Annual Conference, University of Aberdeen, UK. Services Marketing track price winner