Associate Professor Lau Kong Cheen

Selected Publications

Peer Reviewed Journal Papers:

• Lau, K.C., Shimul, A.S. & Phau, I. (2025). The influence of brand ambassador’s wrongdoing on consumers’ luxury brand desirability: the interplay of attachments, resilience, and empathy. Journal of Brand Management. https://doi.org/10.1057/s41262-025-00386-z  
• Lau, K. C., Lee, S., & Phau, I. (2025). Exploring the moderating roles of environmental consciousness, desire to fly, and desire for luxury in “Fly to Nowhere” initiative. Journal of Global Scholars of Marketing Science, 35(3), 399–416. https://doi.org/10.1080/21639159.2025.2506120  
• Lau, K. C., Lee, S., & Phau, I. (2025). Michelin Matters? Examining Perceived Value, Skepticism, and Dining Intentions. Journal of International Consumer Marketing, 1–15. https://doi.org/10.1080/08961530.2025.2491077  
• Lau, K.C., Lee, S and Phau, I. (2022), “Motivations, attitudes and intentions towards luxury dining in airplane themed restaurants: moderating roles of desire to fly, desire for luxury and FOMO”, Journal of Hospitality and Tourism Insights, Vol. 6(5), pp. 1967-1989,  https://doi.org/10.1108/JHTI-05-2022-0161
• 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 Shimul, A.S. (2023),” When brand ambassadors go bad: How attachment can protect luxury brand desirability”, in the proceedings of The Mystique of Luxury Brands conference, Ho Chi Minh, Vietnam.
• Lau,K.C. and Lee, Sean (2023), “How much does the Michelin effect matter?”, in the proceedings of The Mystique of Luxury Brands conference, Ho Chi Minh, Vietnam.
• Lau, K.C. and Foo, C (2020), “Impact of native advertising on brands”, in the proceedings of Global Marketing conference, Seoul, http://gmcproceedings.net/html/sub3_01.html?code=400725
• Lau, K.C. and Kong, J. (2019) “Endorsement of Athleisure Brand: What characteristics make a good endorser”, in the proceedings of Global Fashion Management Conference 2019, Paris http://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.