Doreen

KUM, Doreen

Associate Professor (Educator Track)

MARKETING

(65) 6516 7730
bizdk@nus.edu.sg
BIZ 1, 8-18
Curriculum Vitae

Recognition & Awards

  • ATEA Honour Roll 2019 - 2019
  • Annual Teaching Excellence Award (ATEA) AY17/18 Period: AY2017/2018 - 2019
  • NUS Business School Teaching Excellence Awards 2015/2016 - 2016

Educational Qualifications

  • PhD, National University of Singapore, 2003
  • BBA (Hons), National University of Singapore, 1994

Academic Experience

  • Associate Professor (Educator Track), National University of Singapore, 2019 - current
  • Senior Lecturer of Marketing, National University of Singapore, 2013 - 2018
  • 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

Corporate Experience

  • Research Plus Pte Ltd
  • Goh Joo Hin Pte Ltd (for New MoonTM)
  • Diethelm Keller Healthcare
  • Biomed Diagnostics
  • Advanced Medical Optics (for CompleteTM)

Selected Publications

Elison L, Kum, Doreen and Lee, Yih Hwai (2015), "Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments", Journal of the Academy of Marketing Science, 43, 6, 730-745
Yih Hwai Lee, Kum, Doreen, Lars Bergkvist and Siew Meng Leong (2012), "Effect of Product Concept and Brand Personality on Inferences and Brand Extension", Journal of Marketing Management , Vol. 28, no. (11/12), 1291-1304
Kum, Doreen, Lee, Yih Hwai and Qiu Cheng (2011), "Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts", Journal of Business Research, Vol. 64, no. 6, 594-600
Kum, Doreen and Lee Yih Hwai (2011), "The Joint Effects of Advertising and Product Trial: A Source-monitoring Perspective", Marketing Letters, Vol. 22, no. 3, 213-226

Research Impact

Selected Publications

4

Journals

Journal Articles

Elison L, Kum, Doreen and Lee, Yih Hwai (2015), "Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments", Journal of the Academy of Marketing Science, 43, 6, 730-745
Yih Hwai Lee, Kum, Doreen, Lars Bergkvist and Siew Meng Leong (2012), "Effect of Product Concept and Brand Personality on Inferences and Brand Extension", Journal of Marketing Management , Vol. 28, no. (11/12), 1291-1304
Kum, Doreen, Lee, Yih Hwai and Qiu Cheng (2011), "Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts", Journal of Business Research, Vol. 64, no. 6, 594-600
Kum, Doreen and Lee Yih Hwai (2011), "The Joint Effects of Advertising and Product Trial: A Source-monitoring Perspective", Marketing Letters, Vol. 22, no. 3, 213-226

Research / Teaching Areas

Courses

  • Understanding how businesses work (primer)
  • Marketing Strategy: Analysis & Practice (undergraduate)
  • Principles of Marketing (undergraduate)
  • Home
  • Faculty Details