Dr Olivia Loh Huey Shee
- Lecturer
Biography
Dr Olivia has more than 25 years of strategic marketing and branding experience in both the corporate sector and academia. Her corporate experience essentially involved brand management, market development, creativity and innovation. She is also a certified trainer with Pembangunan Sumber Manusia Berhad (PSMB). Dr Olivia’s research interests lie in building close consumer-brand relationships, emotions in consumer behaviour and transformative consumer behaviour. She is particularly interested in the impact of brand consumption on consumers’ well-being and loneliness in consumer behaviour. Her research covers the areas of brand love, brand loyalty, nostalgia, materialism and subjective well-being in the context of building consumer-brand relationships. Her research findings have been presented at the American Marketing Association (AMA) Summer Educators’ Conferences in the United States.
Academic & Professional Qualifications
- PhD, Sunway University, Malaysia (2018)
- MBA, University of Hull, UK (1999)
- BSc in Business Administration (Retail Marketing), University of Arkansas, USA (1993)
Research Interests
- Branding
- Consumer-brand relationships
- Emotion in consumer behaviour
- Transformative consumer behaviour
Teaching Areas
- Marketing Strategy
- Sales Management
Courses Taught
- Fundamental of Marketing
- Principles of Marketing
- Relationship Marketing
- Professional Sale Management
Notable Publications
Loh, H.S., Gaur, S.S., & Sharma, P.. ‘Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections’, Psychology & Marketing. (forthcoming). https://doi.org/10.1002/mar.21452 - Scopus Q1
Loh, H. S., Gaur, S.S., & Lim, R, JH. . ‘Childhood brand nostalgia, Perceived Self-Continuity and Brand Loyalty’ (), Journal of Emerging Trends in Marketing and Management, 1(1), pg. 52-62. The Bucharest University of Economic Studies. http://www.etimm.ase.ro/
Loh, H. S., Gaur, S. S. & Sharma, P. . ‘Emotional brand attachment as a means to overcome emotional loneliness’, American Marketing Association Summer Educators’ Conference, Special Session, Boston.
Loh, H.S. . ‘Loneliness, Materialism, Material Possession Love and Life Satisfaction’, International Research Conference, Prin. L. N. Wellingkar Institute of Management Development and Research, Bengaluru, India.
Loh, H. S., Gaur, S. S. & Tan, J. M. . ‘Does loneliness trigger self-brand connections and brand love?’, American Marketing Association Summer Educators’ Conference, Boston.
Loh, H. S., Zhao, Y., Gaur, S. S. & Fuzimoto, Y. . ‘Loving brand to overcome emotional pains and enrich life’, American Marketing Association Summer Educators’ Conference, San Francisco.
Loh, H.S. . ‘Sustaining life: Connecting with the brand to combat loneliness’, 2nd Asia Pacific Conference, Jaipuria Institute of Management, Lucknow, India.
Loh, H.S. . ‘Connecting with the brand to combat loneliness’, 6th AIM-AMA Sheth Foundation Doctoral Consortium, Bengaluru, India. (Mentored by Doctoral Consortium Faculty Member: Professor Russell W. Belk)
Professional Associations
- Certified Trainer with PSMB
- American Marketing Association Member
