Rate My Professor Fayrene Chieng

Chieng's research focuses on marketing and consumer behavior, including customer-based brand equity, brand loyalty, self-congruity, need for uniqueness, atmospheric cues in online impulse buying, sustainable luxury fashion, student emotions and engagement in online learning during the pandemic, and family director board governance in Malaysian firms. Her publications appear in reputable journals and include: "Beyond the academic curriculum: embedding a career management program to improve the employability of business students" (Education + Training, 2024); "Family director board governance index: An analysis of family directors and firm performance in Malaysia" (2023); "Student Emotions and Online Class Engagement in the Time of Pandemic" (2023); "Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity" (2022); "Sustainable Luxury Fashion: From Owning to Sharing" (2022); "Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment" (Journal of Retailing and Consumer Services, 2022); "Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market" (2020); "Customer-based brand equity: a literature review" (2011); and "Dimensions of Customer-Based Brand Equity: A Study on Malaysian Super League Football Team" (2011). Her work has accumulated over 800 citations on Google Scholar, demonstrating impact in business and marketing fields.