Peilin Phua

Senior Marketing Scientist

Peilin Phua is a Senior Marketing Scientist at the Ehrenberg-Bass Institute. She specialises in consumer buying behaviour and advertising effectiveness. Her current research is documenting sales and buying patterns when brands stop and re-start advertising.

Peilin has worked on many market research projects for both domestic and international brands across a range of categories such as home care, grocery staples, retailing and insurance. Peilin has experience in research design, data analysis, and reporting for brand health audits, distinctive asset measurement, and category entry point research.

Academic Publications

Phua, P, Page, B, & Bogomolova, S, 2015, ‘Validating Bluetooth logging as metric for shopper behaviour studies’, Journal of Retailing and Consumer Services, 22, 158-163.

Phua P, Kennedy R, Trinh G, Hartnett N, Page B, 2017 (Forthcoming), ‘Age of acquisition of brand names’, ANZMAC (Australian & New Zealand Marketing Academy), Melbourne.

Phua P, Kennedy R, Trinh G, Hartnett N, Page B, 2016, ‘Older consumers and long-established brands: Exploring the whys on their brand choices’, ANZMAC (Australian & New Zealand Marketing Academy), 5-7 December, Christchurch, New Zealand.

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