Dr Peilin Phua

Senior Marketing Scientist

Academic Publications

Bali, L., Anesbury, Z., Phua, P., Sharp, B, 2024 'How prevalent are suggestive brand names and Distinctive Assets? An AI-human approach', International Journal of Market Research

Phua, P., Page, B., Trinh, G., Hartnett, N., & Kennedy, R, 2023 'Does Childhood Exposure to a Brand Improve Brand Name Recognition?: Comparing Age-of-Acquisition Effects with Ongoing Brand Exposure and Experience', Journal of Advertising Research, 63(4), 370-383.

P Phua, N Hartnett, V Beal, G Trinh, R Kennedy 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

P Phua, R Kennedy, G Trinh, B Page, N Hartnett 2020, '**Examining older consumers’ loyalty towards older brands in grocery retailing',**Journal of Retailing and Consumer Services 52, 101893

Phua, P, Page, B, & Bogomolova, S, 2015, 'Validating Bluetooth logging as metric for shopper behaviour studies*',* Journal of Retailing and Consumer Services, 22, 158-163.

Phua P, Kennedy R, Trinh G, Hartnett N, Page B, 2017 (Forthcoming), 'Age of acquisition of brand names', ANZMAC (Australian & New Zealand Marketing Academy), Melbourne.

Phua P, Kennedy R, Trinh G, Hartnett N, Page B, 2016, 'Older consumers and long-established brands: Exploring the whys on their brand choices', ANZMAC (Australian & New Zealand Marketing Academy), 5-7 December, Christchurch, New Zealand.

Profile

Since joining the Institute in 2013, Dr Peilin Phua has worked with sponsors across diverse industries, including home care, grocery staples, retail, and insurance. She is experienced in measuring category entry points, setting advertising budgets, and reviewing media plans.

Her expertise focuses on buying behaviour and advertising effectiveness. Her latest research explores how buyer loyalty and market performance change when brands stop advertising. Peilin’s work has been presented internationally and published in top journals such as 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.

Peilin also teaches undergraduate and postgraduate courses in advertising and marketing at Adelaide University, where she draws on her industry and research experience to keep learning practical and relevant.