1. What inspired you to pursue research in your field and how has it evolved over time?
My interest in branding began during my first job at Asia Pacific Breweries, the company behind Tiger Beer. I was working as an automation engineer when I came across a remark that stayed with me: “The brand matters more than the liquid in the bottle. After three glasses, most beers taste the same.” That observation made me realize the influence of branding, and it encouraged me to pursue an MBA to understand what makes a brand convincing.
A/P Lau Kong Cheen (second from the left) studied about Michelin brand’s effect on consumer perceptions.
2. What is the focus of your research?
After completing my PhD, I chose to enter brand consulting rather than remain solely in academia. I believed that to be recognized as an expert, one needed both practice and thought leadership. At that time, branding in consulting was often treated as an art, guided by intuition and commercial reports. I wanted to bring research-based knowledge into practice, showing that branding could be studied and applied systematically. Those years in consulting gave me practical insights that later enriched my academic work at SUSS.
Over time, my research expanded into different areas: consumer goods, non-profit organizations, luxury brands, hospitality, tourism, and food and beverage. What continues to interest me is how branding applies across such diverse sectors. Of late, I have studied topics such as brand empathy in the face of endorser wrongdoing, the Michelin brand’s effect on consumer perceptions, and the appeal of “flights to nowhere” during the COVID-19 pandemic. These studies highlight how branding connects with psychology, sociology, and technology, and how it evolves alongside society.
3. What excites you about your research?
What I enjoy most about research is the journey - the opportunity to exchange ideas with collaborators, to learn from discussions at conferences, and to see new perspectives emerge. Engaging the research community can be both motivating and encouraging to direct me to be rigorous and also innovative in approaching research. Publishing is rewarding, but the journey of inquiry and dialogue is equally important.
4. How do you see the practical implications of your research affecting your field or society at large? How does your research reflect SUSS' mission in achieving social good?
My research also has practical implications. As a member of the Strategic Committee at the Consumer Association of Singapore (CASE), I use my knowledge to advise on ethical branding practices, helping ensure that consumers are not misled. I also support non-profit organizations in branding their initiatives more effectively, so they can reach and engage their audiences. In this way, it makes my research efforts rewarding and concurrently aligns with the mission of Singapore University of Social Sciences (SUSS), which emphasizes social good through education and applied knowledge.
A/P Lau Kong Cheen (second from the left) speaking at a conference.
A/P Lau Kong Cheen (third from the right) at a conference.
5. What are your future plans in your research?
Looking ahead, I plan to collaborate more with colleagues and extend my research into contemporary areas. One focus will be the role of artificial intelligence in shaping brand authenticity and consumer trust. Another will be lifestyle branding, where attributes such as sustainability and wellness influence consumer perceptions. These directions reflect how branding continues to adapt to new contexts and challenges.
From my early days in the commercial world to my current role in academia, my path has been guided by a consistent interest: understanding how brands influence people and society. I remain curious about how consumers respond to brands, what sparks their loyalty, and how brands evolve over time. For me, branding is not just a subject of study, rather, it is a way of understanding human behaviour and the choices we make every day.
Published research by A/P Lau Kong Cheen:
Journal publications:
- 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
Book Chapters:
- Lau, K. C. (2026). Aspirers and connoisseurs. In K. Heine, M. Phan, M.-C. Cervellon, I. Phau, & E. Ko (Eds.), The SAGE handbook of luxury brand management and marketing (pp. 101–115). SAGE Publications.
- Lau, K. C. (2026). Motivation of luxury consumption. In K. Heine, M. Phan, M.-C. Cervellon, I. Phau, & E. Ko (Eds.), The SAGE handbook of luxury brand management and marketing (pp. 116–131). SAGE Publications.
Associate Professor Lau Kong Cheen is the Head of the Marketing Programme at SUSS School of Business.