Isaac Cheah

Isaac Cheah, serving as Associate Professor and Marketing Discipline Lead at Curtin University's School of Management and Marketing, brings extensive expertise in consumer behavior, marketing communications, and brand management to his role. His research, which has garnered over 2,000 citations, appears in prestigious journals including the Journal of Business Research, Marketing Intelligence and Planning, and the Journal of Retailing and Consumer Services, focusing on consumer ethnocentrism, brand personality, country image effects, and environmental consumer behavior. As a respected academic and industry consultant, he has collaborated with major brands including Blackberry, Shiseido, Club 21, and the Independent Grocers Alliance, while also working with government organizations such as the Department of Agriculture and Food, Western Australia. His research contributions span various areas including environmental marketing, consumer attitudes, and purchase intentions across different market segments, with particular emphasis on generation Y consumers and environmentally friendly products. In his role as Marketing Discipline Lead, Cheah coordinates both undergraduate and postgraduate marketing programs, implementing a teaching approach that effectively combines theoretical frameworks with practical industry applications. His work has significantly influenced understanding of consumer behavior patterns, particularly in areas of environmental consciousness and brand perception, while his industry partnerships have helped bridge the gap between academic research and practical marketing applications.