Rate My Professor Peilin Phua

Dr Peilin Phua is a Lecturer in Marketing in the School of Marketing, College of Business and Law at Adelaide University, and a Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science. She holds a PhD (2018), Masters by Research (2015), and Bachelor of Management (Marketing) (2011), all from the University of South Australia. Dr Phua has taught at the University of South Australia for more than a decade across undergraduate and postgraduate levels, adopting a student-centred approach that fosters curiosity, critical thinking, and lifelong learning. She teaches courses including Advertising (MARK 2007) and Advertising: Theory and Practice (MARK 5024).

Her research specializations include consumer buying behaviour and advertising effectiveness, with expertise in measuring category entry points, setting advertising budgets, reviewing media plans, and examining changes in buyer loyalty and market performance when brands stop advertising. Collaborating with industry sponsors such as Nestlé, Mondelez International, PepsiCo, and Mars Inc. through the Ehrenberg-Bass Institute, her evidence-based research informs corporate strategies in fast-moving consumer goods, retail, and insurance. Dr Phua's publications appear in peer-reviewed journals like International Journal of Advertising, Journal of Advertising Research, and Journal of Retailing and Consumer Services. Key works include "Shape-based assets are strongest: benchmarking distinctive brand asset performance across industries" (Phua et al., 2026); "How prevalent are suggestive brand names and distinctive assets? An AI-human approach" (Bali et al., 2024); "Generational advertising: literature review and practitioner insights on key pitfalls and implications" (Cheah & Phua, 2024); "When brands go dark: a replication and extension" (Phua et al., 2023); "Does childhood exposure to a brand improve brand name recognition?" (Phua et al., 2023); and "Examining older consumers' loyalty towards older brands in grocery retailing" (Phua et al., 2020). She has presented at conferences including ANZMAC and ICORIA, serves on the editorial review boards of International Journal of Advertising and Journal of Consumer Behaviour, and supervises Masters and PhD students, including principal supervision of a Master's project on out-of-home advertising and co-supervision of a PhD on brand growth potential. Dr Phua received the Best Paper in Track (Education) award at ANZMAC 2025.