Dr Lien Monkhouse
Lecturer in Marketing
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Dr. Lien L. Monkhouse joined the Management School in 2011. Prior to this, she worked as a senior lecturer in Marketing at Sheffield Hallam University. Lien gained her PhD from the University of Leeds in the area of consumer research in an East Asian context. Before becoming an academic, Lien had spent three successful years at the position of PR and Marketing Manager for Clinique Vietnam, Estee Lauder Companies.
Teaching and Learning
Received her pedagogical training from the Foreign Trade University in Vietnam and later from the University of Leeds, throughout her teaching career Lien has adopted an innovative approach in providing students with blended learning experience. Her teaching is informed by both her academic research and work experience in dynamic international business environment. She strives to engage students’ enthusiasm in learning with her passion of the subject and commitment to teaching.
Having achieved numerous scholarships and academic honours as a student in the past, for example Chartered Institute of Marketing Prize for Best MBA (Marketing) Student 2003/2004 and the prestigious F.C.O. Chevening scholarship for her MBA, Lien has tried to use her own experience to teach her students not just the subject but also the approach to learning and other soft skills to advance themselves. Lien is currently the module leader for two MSc modules MGT6182 International Consumer Behaviour, MGT6250 Marketing Research and a final year UG module MGT382 International Marketing.
Research Interests
Following the achievement of an MBA degree (with Distinction) from the University of Leeds, Lien carried out her PhD research in consumer behaviour of East Asian luxury goods market. She has conducted peer review for a few marketing journals and conferences (for e.g. Marketing Intelligence and Planning, AIB South East Asia conference 2011, Academy of Marketing conference 2012). Lien has a couple of papers in 3* journals and has presented at different international conferences in her research area.
She welcomes PhD students who would like to research in the following areas: quantitative methods, luxury goods buyer behaviour, East Asian culture, acculturation, and consumer research in general.
Publications
Journal papers:
Monkhouse, L.L. Barnes, B. R. and Pham, T. (2012) “Measuring Confucian Values Among East Asian Consumers: A Four Country Study”, Asia Pacific Business Review, DOI: 10.1080/13602381.2012.732388.
Monkhouse, L.L. Barnes, B. R. and Stephan, U. (2012) “The Influence of Face and Group Orientation on the Perception of Luxury Goods: A Four Market Study of East Asian Consumers”, International Marketing Review, Vol. 29, No.6, pp.647-672.
Thwaites, D., Lowe, B., Monkhouse, L. L. and Barnes, B. R. (2012) “The Impact of Negative Publicity on Celebrity Ad Endorsements”, Psychology & Marketing, Vol. 29, No. 9, pp.663-673.
Others:
Monkhouse, L. Case Study: Low-cost Airlines: Really Low Cost?. In Marketing: Real People, Real Decisions (2nd European Edition). Solomon, M., Marshall, G., Stuart, E., Barnes, B.R., and Mitchell, V. Pearson.
Pham, T., Monkhouse L.L., Cheng, R. and Barnes B. R. (2012), “Marketing Capability, Export Performance and the Moderating Role of Relational Capability”, Academy of Marketing Conference, Southampton, UK, July 2012.
Monkhouse L.L., Barnes B. R. and Zhou, L. (2012), “Exploring Confucian Values among East Asian Consumers: A Four Country Study”, International Conference on Globalization and Marketing Strategy, Antai College of Economics & Management Shanghai Jiao Tong University, and Journal of Business Research, Shanghai, China, June 2012.
Monkhouse L. L. & Barnes B. R. (2011), “Linking Perception of Luxury Goods to Attitudes and Purchase Intention: The Moderating Impact of Confucian Dynamics and Income”, AIB South East Asia Chapter. Economic and Political Transformation: Implications and Impacts on Global Business. Taipei, December 2011.
Monkhouse, L., Barnes, B., Lock, A., The Influence of Confucian Cultural Values on the Perception of Luxury Goods. AIB South East Asia Chapter. Trends in International Business: Change and Competition Issues, , pp. -CD, 2010.
Monkhouse, L., Lock, A., Chapman, M.. Conceptualising the Luxury Construct in the East Asian Context. Academy of Marketing 2009 Conference. Putting Marketing in its Place.
Monkhouse, L., Lock, A., Chapman, M.. Conceptualising the Luxury Construct in the East Asian Context. European Marketing Academy (EMAC) 21st Doctoral Colloquium.