Dr Peilin Phua BMgmt (Mktg), MBus, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
Dr Peilin Phua has taught at the University of South Australia for more than a decade across undergraduate and postgraduate levels. She adopts a student-centred teaching approach that fosters curiosity, critical thinking, and lifelong learning.
Her research focuses on consumer buying behaviour and advertising effectiveness, with work published in peer-reviewed journals, industry reports, and presented at international conferences.
Through her role at the Ehrenberg-Bass Institute, Dr Phua collaborates with industry sponsors across fast-moving consumer goods, retail, and insurance. The Institute’s evidence-based research is used and funded by many of the world’s leading corporations, including Nestlé, Mondelez International, PepsiCo, and Mars Inc. She has experience in measuring category entry points, setting advertising budgets, and reviewing media plans.
Her recent research examines how buyer loyalty and market performance change when brands stop advertising. Dr Phua’s work has been published in leading journals, including the Journal of Advertising Research, Journal of Retailing and Consumer Services, and International Journal of Market Research. She also serves on the Editorial Review Boards of the International Journal of Advertising and Journal of Consumer Behaviour.
Drawing on her academic and industry experience, Dr Phua brings current and evidence-based insights into her teaching and research.