Kum Doreen

Senior Lecturer
Marketing
National University of Singapore
Singapore

Biography

Senior Lecturer of Marketing, National University of Singapore, 2013 - current, Senior Lecturer, University of Newcastle, Singapore, 2007 - 2012, Adjunct Lecturer, Singapore Management University, 2007 - 2012, Assistant Professor, University of New South Wales Asia, 2007, Lecturer, National University of Singapore, 2006

Research Intrest

Understanding How Businesses Work (undergraduate, flipped classroom format)  Asian Markets and Marketing Management (undergraduate, MBA)  Consumer Behavior (undergraduate, MBA, executive MBA, flipped classroom format)  Principles of Marketing (undergraduate, MBA)  Advertising and Promotional Management (undergraduate)  Retail Management and Entrepreneurship (undergraduate)  Services Marketing (undergraduate, executive teaching)

List of Publications
Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts, with Lee, Yih Hwai and Qiu Cheng (2011), Journal of Business Research, Vol. 64, no. 6, 594-600
Effect of Product Concept and Brand Personality on Inferences and Brand Extension, with Yih Hwai Lee, Lars Bergkvist and Siew Meng Leong (2012), Journal of Marketing Management, Vol. 28, no. (11/12), 1291-1304
Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments, with Elison L and Lee, Yih Hwai (2015), Journal of the Academy of Marketing Science, 43(6), 730-745

Global Scientific Words in Business and Management