PhD Graduate
Kim Chung 
Title of Research: Brand image and brand trust in choice of international tertiary education.
Degrees: BICT (e-logistics), MTechMgt, Doctor of Business Administration, DiplTrgMgt, DipTrgDevMgt, Cert Early Childhood
PhD (Otago)
Area of PhD Research: Consumer behaviour, branding of tertiary education.
PhD completed: 2009
Supervisors: Associate Professor Kim Fam and Dr David Holdsworth.
Short description of research:
The thesis looks at the effect of the brand in the student’s decision-making. It aims to discover the attributes of brand images and brand trust in international tertiary education. It is also concerned with how a country can brand positioning its universities to attract international students to its shores. Overall, this theory building thesis intends to develop a model of influencing factors in relation to brand images and brand trust in Chinese student’s choice of international tertiary education.
Publications:
Refereed Journal
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2009), “Chinese little Emperor, cultural values and preferred communication sources for university choice”, Young Consumers, (in press).
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2009), “Impact of Cultural Values on Young Consumer’s Choice of International Tertiary Education”, Asia-Pacific Journal of Business Administration 1(1).
Yang, L., Josza, L., Chung, K.C., Dai, X., & Fam, K.S. (2008), “Retail management in Hungary, Portugal and New Zealand- Is there a link between personal selling and collectivism?” International Journal of Business and Society 9(2), 65-74.
Kim-choy Chung (2008), “Antecedent of brand trust in online tertiary education: A Malaysian and Singapore perspective”, International Journal of Business and Management 3 (4), 3-10.
Kim-choy Chung, Tan, S. S. & Holdsworth, D. (2008), “Insolvency prediction model using multivariate discriminant analysis and artificial neural network for the finance industry in New Zealand”, International Journal of Business and Management 3 (1), 19-29.
Kim-choy Chung (2008), “Brand trust as quality cue in e-tertiary education”, Quality Initiatives & Practices in Higher Education, Quality Assurance Management Unit, University of Malaya, Special issue.
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2008), “Consumer behaviour in e-tertiary education: A Singapore perspective (abstract)”, in Economides, N. (Ed.) Economics of Networks APS 5 (1).
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2007), “Understanding ethnic Chinese student’s tertiary education decision-making”, International Journal of Business and Management 2 (3), 16-22.
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2007), “Consumer behaviour in e-tertiary education: A Singapore perspective”, International Journal of Business and Management 2 (4), 105-111.
Conference Proceedings (Refereed)
Kim-choy Chung, Fam, K.S., Holdsworth, D. (2009), “Choice of Tertiary Education Destination Empirical evidence from Asian Students”, European Marketing Academy Conference 2009, Nantes, France, May 2009.
Kim-choy Chung (2008), “Impact of cultural values in students’ choice of international tertiary education”, ANZMAC 2008, University of Western Sydney, Sydney Australia, December 1-3.
Kim-choy Chung (2008), “Cultural values and choice of international tertiary education, Applied International Business Conference 2008, Labuan, Malaysia, 6-8 Nov 2008.
Kim-choy Chung, Fam, K.S., Holdsworth, D. & Joe, C. (2008), “Effective brand positioning of universities amongst Chinese societies in Singapore and Malaysia”, 2008 Global Marketing Conference, Korean Academy of Marketing Science, Shanghai, March 20-23.
Kim-choy Chung & Tan, S. S. (2008), “Brand trust as quality cue in online tertiary education”, E-leader Conference Bangkok 2008, Chinese American Scholars Association (CASA), Burapha University, Jan 2-4.
Kim-choy Chung, Fam, K.S., Holdsworth, D. (2008), “Improving student’s university life experience as sustainable competitive advantage in international higher education: A New Zealand study”, Sustainability in Higher Education: Directions for Change, EDU-COM 2008, Khon Kaen, Thailand, 19-21 November.
Simpson, L., Kim-Shyan Fam, & Kim-choy Chung (2008), “Chinese Consumer Preference for Sales Promotion Techniques – the Impact of Gender, Income and Product Type”, ANZMAC 2008, University of Western Sydney, Sydney Australia, December 1-3.
Kim-choy Chung (2007), “Brand trust as quality cue in e-tertiary education”, Regional Conference on Quality in Higher Education, University of Malaya, PJ Hilton, Dec 10-11.
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2007), “Antecedents of brand trust in e-tertiary education”, Paper presented at the 24th Pan Pacific Conference: Digital Convergence and E-globalisation, Dunedin-Queenstown, June 2-4, 2007.
Kim-choy Chung, Fam, K.S. & Holdsworth, D. (2007), “Attitudes towards E-tertiary education: The case of Singapore”, Proceedings of the 3rd Asia Pacific Marketing Conference, Kuching, Sarawak, Malaysia, Nov. 3-4.
Kim-Shyan Fam, Simpson, L., Yang, L. & Kim-choy Chung (2007), “Relationship buildings in small-businesses-The case of linking personal selling with Collectivism”, Proceedings of the 3rd Asia Pacific Marketing Conference, Kuching, Sarawak, Malaysia, Nov. 3-4.
Chung, K. C. & Ellis, A., (2003), “Online education: Understanding market acceptance in the higher education sector of Singapore”, in Crisp, G., Thiele, D., Scholten, I., Baker, S. & Baron, J. (Eds), Interact, Integrate, Impact: Proceeding of the 20th Annual Conference of the Australasian Society for Computers in Learning in Tertiary Education, Adelaide, 7-10 December 2003.
Presentations
Chung, K.C. (2008). Personal selling management: Is there a link between personal selling and collectivism? Research seminar, Auckland University of Technology, 24th September 2008.
Chung, K.C. (2006). The relationship between cultures, socioeconomics, country of origins and brand images in international tertiary education: Strategic implications for New Zealand. Paper presented at the Otago Business PhD Colloquium 2006, University of Otago, Dunedin, 18th October 2006.
Chung, K.C. (2006). The relationship between cultures, socioeconomics, country of origins and brand images in international tertiary education: Strategic implications for New Zealand. Poster presented at the POSTGRAD SYMPOSIUM 06, University of Otago, Dunedin, 22nd September 2006.
Chung, K.C. (2002). Consumer behavior in online education: A Singapore perspective. Paper presented at the DBA Workshop, Southern Cross University, Tweed Gold Coast, 31st May – 2nd June 2002.