Dr Peilin Phua

Senior Marketing Scientist

Since joining the Institute in 2013, Dr. Peilin has worked with many of the Institute’s sponsors from various industries such as home care, grocery staples, retailing and insurance. She is experienced in measuring category entry points, setting advertising budgets, and measuring brand performance. 
Peilin’s primary areas of expertise are in buying behaviour and advertising effectiveness. Her latest research provides insights into buyer behaviour and loyalty change when
brands stop advertising. Her research has been presented at international conferences and published in the Journal of Advertising Research and the Journal of Retailing and Consumer Services. Peilin also teaches undergraduate and postgraduate courses at the University of South Australia. Her unique industry and academic research experiences enable her to bring current and relevant expertise to the classroom.

Academic Publications

P Phua, N Hartnett, V Beal, G Trinh, R Kennedy 2023, ‘When Brands Go Dark: A Replication and Extension: Examining Market Share of Brands That Stop Advertising for a Year or Longer‘, Journal of Advertising Research 63 (2), 172-184

P Phua, R Kennedy, G Trinh, B Page, N Hartnett 2020, ‘Examining older consumers’ loyalty towards older brands in grocery retailing’, Journal of Retailing and Consumer Services 52, 101893

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.

Contact

Phone: +61 8 8302 0111 Postal Address:
GPO Box 2471
Adelaide SA 5001
Australia Email: info@marketingscience.info

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