Peilin Phua

Research Interests

Consumer behaviour Marketing Panel Data Analysis Mixed initiative and human-in-the-loop

Teaching Strengths

Student-centred learning
Lifelong learning

Dr Peilin Phua

Lecturer, Marketing

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Dr Peilin Phua BMgmt (Mktg), MRes, PhD
Lecturer in Marketing (UniSA Business) and Senior Marketing Scientist (Ehrenberg-Bass Institute)
 
Dr Peilin Phua brings over a decade of teaching experience across undergraduate and postgraduate levels. Her student-centred approach emphasises curiosity, critical thinking, and lifelong learning.
 
Through her role at the Ehrenberg-Bass Institute, Dr Phua collaborates with industry sponsors across 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.
 
Dr Phua actively engages with the global research community, with her work presented at conferences in New York, Denmark, New Zealand, Greece, Australia, and the Netherlands.
 
Her research interests span advertising and consumer behaviour, as well as the use of generative AI in research methods and teaching pedagogy. 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.
 

Date Institution name Country Title
2018 University of South Australia Australia PhD
2015 University of South Australia Australia Masters by Research
2011 University of South Australia Australia Bachelor of Management (Marketing)

Year Citation
2026 Phua, P., Bali, L., Anesbury, Z., & Sharp, B. (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industries. International Journal of Advertising, 1-23.
DOI
2024 Bali, L. M., Anesbury, Z. W., Phua, P., & Sharp, B. (2024). How prevalent are suggestive brand names and distinctive assets? An AI-human approach. International Journal of Market Research, 66(5), 631-649.
DOI Scopus5 WoS5
2024 Cheah, I., & Phua, P. (2024). Generational advertising: literature review and practitioner insights on key pitfalls and implications. International Journal of Advertising, 44(2), 286-312.
DOI Scopus11 WoS5
2023 Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer. Journal of Advertising Research, 63(2), 172-184.
DOI Scopus4 WoS7
2023 Phua, P., Page, B., Trinh, G., Hartnett, N., & Kennedy, R. (2023). Does childhood exposure to a brand improve brand name recognition?. Journal of Advertising Research, 63(4), 370-383.
DOI Scopus4 WoS7
2020 Phua, P., Kennedy, R., Trinh, G., Page, B., & Hartnett, N. (2020). Examining older consumers' loyalty towards older brands in grocery retailing. Journal of retailing and consumer services, 52(101893), 1-7.
DOI Scopus39 WoS28
2015 Phua, P., Page, W. M., & Bogomolova, S. (2015). Validating Bluetooth logging as metric for shopper behaviour studies. Journal of retailing and consumer services, 22, 158-163.
DOI Scopus25 WoS22

Courses I teach

  • MARK 2007 Advertising (2025)
  • MARK 5024 Advertising: Theory and Practice (2025)
  • MARK 2007 Advertising (2024)
  • MARK 5024 Advertising: Theory and Practice (2024)

Date Role Research Topic Program Degree Type Student Load Student Name
2023 Principal Supervisor Measuring out-of-home advertisings exposure to pedestrians and its effect on their brand awareness Master of Research (Marketing) Master Full Time Ms Ka Yin Wong
2023 Principal Supervisor Measuring out-of-home advertising?s exposure to pedestrians and its effect on their brand awareness Master of Research (Marketing) Master Full Time Ms Ka Yin Wong
2023 Principal Supervisor Measuring out-of-home advertisings exposure to pedestrians and its effect on their brand awareness Master of Philosophy Master Full Time Ms Ka Yin Wong

Date Role Research Topic Program Degree Type Student Load Student Name
2023 - 2024 Co-Supervisor Is suggestive branding...suggested? Master of Research (Marketing) Master Full Time Miss Larissa Bali
2023 - 2025 Co-Supervisor Logo or no-go: an investigation into logo changes Master of Research (Marketing) Master Full Time Miss Quillen Economou

Date Role Editorial Board Name Institution Country
2025 - ongoing Board Member Journal of Consumer Behaviour University of South Australia Australia
2024 - ongoing Board Member International Journal of Advertising University of South Australia Australia

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