Peer Reviewed Journal Papers:
Kong Cheen, Lau and Luke Lim, (2018)
"Transformational branding for B2B business: protective packaging company", Asia Pacific Journal of Marketing and Logistics, Vol.30(1), DOI:10.1108/APJML-09-2017-0216.
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.
Kong Cheen, Lau and Ian Phau (2010)
"Impact of gender on perceptual fit evaluation for prestige brands", Journal of Brand Management, vol.17 (5), pp.354-367
Kong Cheen, Lau and Ian Phau (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.
Kong Cheen, Lau and Ian Phau
"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.
Ian Phau and Kong Cheen Lau (2001)
"Brand Personality and consumer self-expression: Single or dual carriageway?", Journal of Brand Management, vol.8 (6), pp. 428-444.
Ian Phau and Kong Cheen Lau (2000)
"Conceptualizing brand personality: A review and research propositions", Journal of Targeting, Measurement and Analysis for Marketing, vol.9 (1), pp. 52-69.
Peer Reviewed Conference Papers:
Lau, K.C. and Foo, C (2020)
"Impact of native advertising on brands", in the proceedings of Global Marketing conference, Seoul, hhttp://gmcproceedings.net/html/sub3_01.html?code=400725
Lau, K.C. and Kong, J. (2019)
"Endorsement of thleisure Brand: What characteristics make a good endorser", in the proceedings of Global Fashion Management Conference 2019, Paris hhttp://db.koreascholar.com/article.aspx?code=372627
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.