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    Browsing by Author "Chung, Kim-Choy"

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    • Antecedent of brand trust in e-tertiary education 

      Chung, Kim-Choy; Fam, Kim-Shyan; Holdsworth, David K
      Trust decreases the perceived risk of using a service. Since e-learners have no direct contact with the education providers, trust plays an important role in an e-tertiary setting. In a review of the literature, hypotheses ...
    • Brand trust as quality cues in online tertiary education 

      Chung, Kim-Choy; Tan, Shin Shin
      In Malaysia and Singapore, Internet-based education has not attracted as many students as had been expected. It is reckoned that trust decreases the perceived risk of using a service. Since online learners have no direct ...
    • Consumer behaviour in e-tertiary education: a Singapore perspective 

      Chung, Kim-Choy; Fam, Kim-Shyan; Holdsworth, David K
      In spite of the extensive studies in online education, there is a lack of empirical study within the marketing paradigm. In Singapore, Internet-based education has not attracted as many students as had been expected. The ...
    • Effective brand positioning of universities amongst Chinese societies in Singapore and Malaysia 

      Chung, Kim-Choy; Fam, Kim-Shyan; Holdsworth, David K; Chai, Joe C Y
      Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student’s choice of education destination in Asian ...
    • Insolvency prediction model using multivariate discriminant analysis and artificial neural network for the finance industry in New Zealand 

      Chung, Kim-Choy; Tan, Shin Shin; Holdsworth, David K
      Models of insolvency are important for managers who may not appreciate how serious the financial health of their company is becoming until it is too late to take effective action. Multivariate discriminant analysis and ...
    • Relationship building in small businesses - the case of linking personal selling with collectivism 

      Fam, Kim-Shyan; Simpson, Lisa; Yang, Lin; Chung, Kim-Choy
      This paper examines the link between personal selling and collectivism found in small clothing and shoe retailers in New Zealand, Portugal and Hungary. The study uses three culturally similar, predominately Anglophone ...
    • Understanding ethnic Chinese student’s tertiary education decision-making 

      Chung, Kim-Choy; Fam, Kim-Shyan; Holdsworth, David K
      Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student's choice of education destination in relation ...

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