Dr Peilin Phua BMgmt (Mktg), MBus, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
Dr Phua has taught at the University of South Australia at both undergraduate and postgraduate levels for a decade. She adopts a student-centered teaching approach to cultivate interests and promote lifelong learning.
Some of Dr Phua's research interests include consumer buying behaviour and advertising effectiveness. Her work has been published in peer-reviewed journals, industry reports, and presented at international conferences.
Dr Phua also works closely with the industry via the Ehrenberg-Bass Institute. She works... Read more
About me
Dr Peilin Phua BMgmt (Mktg), MBus, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
Dr Phua has taught at the University of South Australia at both undergraduate and postgraduate levels for a decade. She adopts a student-centered teaching approach to cultivate interests and promote lifelong learning.
Some of Dr Phua's research interests include consumer buying behaviour and advertising effectiveness. Her work has been published in peer-reviewed journals, industry reports, and presented at international conferences.
Dr Phua also works closely with the industry via the Ehrenberg-Bass Institute. She works with insights and marketing professionals from various industries across the world. Dr Phua's most recent research projects include mental availability, category entry points, and media budgeting.
Dr Phua's industry and academic research experiences enable her to bring current and relevant knowledge to the classroom.
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 |
1
|
| 2023 |
Open access
1
2
|
| 2023 |
Open access
2
2
|
| 2020 |
Open access
34
23
1
|
| 2015 |
Open access
25
22
3
|
| Year | Output |
|---|---|
| 2024 |
Open access
1
1
|
| 2024 |
1
|
| 2023 |
Open access
1
2
|
| 2023 |
Open access
2
2
|
| 2020 |
Open access
34
23
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 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 |
