Dr Chuah Cindy

Dr Chuah Cindy

  • Senior Lecturer
Department of Marketing Strategy & Innovation
  • Sunway Business School

Biography

Cindy is a marketing lecturer in Sunway Business School. Prior to joining Â鶹Íø, 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

Certificate in Digital Marketing Strategy, Harvard Business School, United States of America (2024)
Doctor of Philosophy Business, Â鶹Íø, Malaysia (2022)
Master of Business Administration, Quest International University, Malaysia (2018)
Bachelor Hons of Business Administration, Quest International University, Malaysia (2016)

Research Interests

  • Sustainable consumption behaviour
  • Consumer behaviour
  • Education for Sustainable Development
  • Environmental Psychology

Teaching Areas

  • Marketing

Courses Taught

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

Notable Publications

  1. 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
  2. 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
  3. 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
  4. 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

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)

Professional Associations

HRDC Certified & Accredited Trainer