Dr Chuah Cindy

Dr Chuah Cindy

  • Lecturer
Department of Marketing Strategy & Innovation

Biography

Cindy is a marketing lecturer in Sunway Business School. Prior to joining Sunway University, she has been teaching marketing courses in other private university for several years. Aside from being a lecturer, Cindy also serves as marketing advisor for two start-ups in Malaysia. This allows her to bring the real-life experience to classroom, as well as implementing theories and findings from her research into the practical world.

Academic & Professional Qualifications

  • Master of Business Administration, QIU, 2018
  • Bachelor’s Degree in Business Administration (Hons), QIU, 2016

Research Interests

  • Consumer behaviour
  • CSustainable Consumption Behaviour

Teaching Areas

  • Marketing

Courses Taught

  • Digital Marketing
  • Product Management
  • Sales Management
  • Distribution & Logistics Management

Notable Publications

2021 -

Sharma, R., Kumar, A., & Chuah, C. . Turning the blackbox into a glassbox: An explainable machine learning approach for understanding hospitality customer. International Journal of Information Management Data Insights, 1(2), 100050

2020 -

Chuah, C., Gaur, S.S., & Ho, J.S.Y. Consumer Behaviour: Envisioning the Domain of Attitude in Sustainable Consumption. AIM-AMA Sheth Foundation Doctoral Consortium : Innovating Customer Experiences in Digital Age, Vol.8

2020 -

Chuah, C., Gaur, S.S., & Ho, J.S.Y. Moral Emotions and Sustainable Consumption: A Comprehensive Framework. Business and Entrepreneurship Development in a Globalized and Digitalized Era, Vol.17 pg.525

2020 -

Chuah, C., Gaur, S.S., & Ho, J.S.Y. Consumer Behaviour: Addressing the Attitude-Behaviour Gap in Sustainable Consumption. AMA Summer Academic Conference : Bridging Gaps: Marketing in an Age of Disruption, Vol.31pg.259-262

Achievements & Accolades

2020 -

Best Paper Award: Academy for Global Business Advancement’s 17th Annual World Congress (Chuah, C., Gaur, S.S., & Ho, J.S.Y. Moral Emotions and Sustainable Consumption: A Comprehensive Framework. Business and Entrepreneurship Development in a Globalized and Digitalized Era, Vol.17 pg.525)