Dr Peilin Phua BMgmt (Mktg), MBus, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
Dr Peilin Phua has taught at the University of South Australia for more than a decade across undergraduate and postgraduate levels. She adopts a student-centred teaching approach that fosters curiosity, critical thinking, and lifelong learning.
Her research focuses on consumer buying behaviour and advertising effectiveness, with work published in peer-reviewed journals, industry reports, and presented at international conferences.
Through her role at the Ehrenberg-Bass Institute, Dr Phua collaborates with industry sponsors across fast-moving consumer goods, retail, and insurance. The... Read more
About me
Dr Peilin Phua BMgmt (Mktg), MBus, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
Dr Peilin Phua has taught at the University of South Australia for more than a decade across undergraduate and postgraduate levels. She adopts a student-centred teaching approach that fosters curiosity, critical thinking, and lifelong learning.
Her research focuses on consumer buying behaviour and advertising effectiveness, with work published in peer-reviewed journals, industry reports, and presented at international conferences.
Through her role at the Ehrenberg-Bass Institute, Dr Phua collaborates with industry sponsors across fast-moving consumer goods, retail, and insurance. The Institute’s evidence-based research is used and funded by many of the world’s leading corporations, including Nestlé, Mondelez International, PepsiCo, and Mars Inc. She has experience in measuring category entry points, setting advertising budgets, and reviewing media plans.
Her recent research examines how buyer loyalty and market performance change when brands stop advertising. Dr Phua’s work has been published in leading journals, including the Journal of Advertising Research, Journal of Retailing and Consumer Services, and International Journal of Market Research. She also serves on the Editorial Review Boards of the International Journal of Advertising and Journal of Consumer Behaviour.
Drawing on her academic and industry experience, Dr Phua brings current and evidence-based insights into her teaching and research.
About me
| Date | Title |
|---|---|
| 11/02/2021 |
Maximise Distinctive Assets on WARC (World Advertising Research Center) , https://www.warc.com/newsandopinion/opinion/maximise-distinctive-assets/4000 |
About me
Doctor of Philosophy University of South Australia
Master of Business University of South Australia
Bachelor of Management (Marketing) University of South Australia
Research
Excludes commercial-in-confidence projects.
Specialised Research Services at the Ehrenberg-Bass Institute.
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2024 |
2
1
1
|
| 2023 |
Open access
1
2
|
| 2023 |
Open access
2
2
|
| 2020 |
Open access
35
24
1
|
| 2015 |
Open access
25
22
3
|
| Year | Output |
|---|---|
| 2024 |
Open access
1
1
|
| 2024 |
2
1
1
|
| 2023 |
Open access
1
2
|
| 2023 |
Open access
2
2
|
| 2020 |
Open access
35
24
1
|
| 2015 |
Open access
25
22
3
|
| Year | Output |
|---|---|
| 2025 |
|
| 2018 |
|
External engagement & recognition
| Organisation | Country |
|---|---|
| Curtin University | AUSTRALIA |
| University of South Australia | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Editorial Board MemberInternational Journal of Advertising |
2025 |
Editorial Board MemberJournal of Consumer Behaviour |
2025 |
Editorial Board MemberInternational Journal of Advertising |
2024 |
ICORIA GrantEuropean Advertising Academy |
2024 |
Research Training Program international ScholarshipDepartment of Education and Training, Australian Government |
2018 |
Teaching & student supervision
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Measuring out-of-home advertising¿s exposure to pedestrians and its effect on their brand awareness | Current |
| Where is the long-term brand growth potential? | Current |
| Is suggestive branding...suggested? | Completed |
| Logo or no-go: an investigation into logo changes | Completed |
