Kong Cheen Lau

Dr Lau Kong Cheen

Senior Lecturer, Marketing Programme

School of Business

Tel: +65 6248 0348

Email: a29uZ2NoZWVubEBzdXNzLmVkdS5zZw==

Educational Qualifications

  • 2014

    Advanced Certificate in Training and Assessment (ACTA), Singapore Workforce Development Authority

  • 2006

    Ph.D. (Marketing), Curtin University

  • 1999

    MBA (Distinction), University of Surrey

  • 1993

    B.Eng (Hons) in Electrical and Electronics Engineering, Nanyang Technological University

Academic and Professional Experience

  • 2017 - Present

    Senior Lecturer, School of Business, Singapore University of Social Sciences

  • 2013 - 2017

    Senior Director for brand consulting, A.S. Louken Branding Pte Ltd

  • 2010 - 2013

    Regional Director for consulting and research, Market Probe Asia Pacific Pte Ltd

  • 2007 - 2010

    Brand Consultant, Temporal Brand Consulting Pte Ltd

  • 2001 - 2007

    Business Analyst, Metro (Singapore) Pte Ltd (Break in between to pursue PhD)

  • 2000 - 2001

    Industry Development Manager, Infocomm Devt Authority of Singapore

  • 1993 - 2000

    Senior Automation Engineer, Asia Pacific Breweries(S) Pte Ltd

Journal Papers:

Graham Ferguson, Kong Cheen Lau, Ian Phau, (2016)
“Brand personality as a direct cause of brand extension success: does self-monitoring matter?”, Journal of Consumer Marketing, Vol. 33 Iss: 5, pp.343 - 353

Lau, K.C. and Phau, I. (2010)
“Impact of gender on perceptual fit evaluation for prestige brands”, Journal of Brand Management, vol.17 (5), pp.354-367

Lau, K.C. and Phau, I. (2007),
“Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution”, Psychology and Marketing, Vol.24 (5), pp. 421-444.

Lau, K.C. and Phau, I. (2006),
“Perceptual fit in symbolic brands: Evaluation from a brand personality perspective”, Margaret Craig-Lees, Gary Gregory and Teresa Davis (eds.) Advances in Consumer Research Asia Pacific, Vol. VII, 2007.

Phau, I and Lau, K.C (2001),
“Brand Personality and consumer self-expression: Single or dual carriageway?”, Journal of Brand Management, vol.8 (6), pp. 428-444.

Phau, I and Lau, K.C (2000),
“Conceptualizing brand personality: A review and research propositions”, Journal of Targeting, Measurement and Analysis for Marketing, vol.9 (1), pp. 52-69.

Conference Papers:

Lau, K.C. and Phau, I. (2005),
“An empirical study on elaboration effects, perceived prestige status and perceived brand personality fit in extension brands”, in the proceedings of ANZMAC conference 2005, Western Australia.

Lau, K.C. and Phau, I (2004),
“Brand personality and perceptual fit: Some research propositions”, in the proceedings of International Management Development Association (IMDA) 13th Annual World Business Congress 2004, Maastricht.

Lau, K.C. and Phau, I. (2004),
”Elaborations of brand personality dimensions and perceptual fit: An initial study on a novel perspective”, in the proceedings of ANZMAC conference 2004, Wellington.

Lau, K.C. and Phau, I. (2004),
”Antecedents to brand personality fit: Some research propositions for symbolic brands”, in the proceedings of ANZMAC conference 2004, Wellington.

2017 - Present
Singapore Certified Management Consultant (by TUV SUD PSB)

2015 - Present
Luxury Branding Research Cluster at Curtin University: Advisory member

2002 - Present
Asia Pacific Journal of Marketing and Logistics: Reviewer

UOB-NUS International Business Case Competition: Member of Judging Panel

Journal of Fashion Marketing & Management: Reviewer

2006, 2007, 2009
Association of Consumer Research: Adhoc reviewer

2005, 2006, 2009
Australian and New Zealand Marketing Academy: Adhoc reviewer

Brand Consulting on selected clients:

With A.S. Louken : ISCA, Bonia, Bio-essence, SAA Architects, Trends Home Electrical, 4 Fingers, Global Wellness, MOE Kindergarten, MINDS, Soilbuild, Allinton, MoolahSense, Avallis Financial, Sense Infosys, Heliconia Capital Management, Royal Insignia, and Song Fa BKT.

With Temporal Brand Consulting and Market Probe: Singapore Turf Club, ST Kinetics, IE Singapore, Cerebos (now known as Suntory), Asian Civilisation Museum and NTUC Fairprice.

Management Consulting & Research on selected clients:

With Market Probe: Resorts World Genting, Changi Airport Group, Marina Bay Sands, Marina Financial Centre, CPF Board, SPRING, Standard Chartered Bank, Starhub, Ministry of Trade and Industry, Ministry of Environment, Qatar National Bank and China Light & Power.

With A.S. Louken: Bata, Parkway Cancer Centre, Ramsey Pharmacy Australia, Scanteak, Way Fengshui Group and KKL Construction.

Brand Strategy

Brand Management trends in luxury brands and digital brands

Consumer behaviour in priming and subliminal processing

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