Dr Lien Le Monkhouse
Lecturer in Marketing
Programme Director MSc International Marketing and Management
+44 114 222 3357
Full contact details
Sheffield University Management School
Dr. Lien Le 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 East Asian context.
Before becoming an academic, Lien had spent three successful years as the PR and Marketing Manager for Clinique Vietnam, Estee Lauder Companies.
- 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. Journal of International Marketing, International Marketing Review, Journal of Business Research, Marketing Intelligence and Planning, AIB South East Asia conference, Academy of Marketing conference).
Lien has a few papers in 3* journals and has presented at different international conferences in her research area.
- Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures. International Marketing Review.
- Relevant, or irrelevant, external factors in panic buying. Journal of Retailing and Consumer Services, 61.
- Chinese environmental accountability : ancient beliefs, science and sustainability. Resources, Environment and Sustainability, 3.
- The influence of relational capability and marketing capabilities on the export performance of emerging market firms. International Marketing Review, 34(5), 606-628. View this article in WRRO
- Goal orientation effects on behavior and performance: evidence from international sales agents in the Middle East. International Journal of Human Resource Management, 25(2), 317-340. View this article in WRRO
- Measuring Confucian values among East Asian consumers: a four country study. Asia Pacific Business Review, 19(3), 320-336.
- The Influence of Face and Group Orientation on the Perception of Luxury Goods: A Four Market Study of East Asian Consumers. International Marketing Review, 29(6), 647-672.
- The Impact of Negative Publicity on Celebrity Ad Endorsements. Psychology and Marketing, 29(9), 663-673.
- Can Vietnamese traditional values drive ‘sustainability’? An Emic perspective In Birkin F & Polesie T (Ed.), Intrinsic Capability: Implementing Intrinsic Sustainable Development for an Ecological Civilisation (pp. 86-101). World Scientific View this article in WRRO
- Ecological civilisation: Can vietnamese traditional values drive ‘sustainability’? an emic perspective, Intrinsic Capability: Implementing Intrinsic Sustainable Development for an Ecological Civilisation (pp. 86-101).
Conference proceedings papers
- Satisfying Your Preference For Social Change: Conceptualising Brand Socio-Political Function (BSF) And Its Role In Consumer-Brand Relationships. https://virtual.oxfordabstracts.com/#/event/2789/submission/56
- View this article in WRRO Traditional cultures for multiple values and enhanced sustainability: a case study of Vietnam. The 25th International Sustainable Development Research Conference, Nanjing, China, June 2019
- Measuring the Impact of Pakistani Culture and Religion on Consumer Perception of Celebrity Endorsement: a Comparative Study. Academy of marketing conference 2018 proceedings
- Impact of Traditional Culture on Sustainable Consumption: A Multi-Country Study. The Circular Economy: Transitioning to Sustainability? Coventry 2018 proceedings
- Impact of Materialism on Sustainable Consumption and Pro-CSR Behaviour. Academy of Marketing Conference 2017 Proceedings
- Marketing Capability, Export Performance and the Moderating Role of Relational Capability. Academy of Marketing Conference. Southampton, UK
- 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 Resea
- 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 Glob. Taipei, Taiwan
- 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. Hochiminh City, Vietnam
- Conceptualising the Luxury Construct in the East Asian Context. Academy of Marketing Conference. Putting Marketing in its Place. Leeds, UK
- Conceptualising the Luxury Construct in the East Asian Context. Conceptualising the Luxury Construct in the East Asian Context
- The Internet's Role in the Emerging East Asian Market for Western Luxury Goods - Implication for Luxury Brand Management. The Internet's Role in the Emerging East Asian Market for Western Luxury Goods - Implication for Luxury Brand Management
- Research group
Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Teaching interests
Having 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 the 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 students not only the subject but also the approach to learning and other soft skills to advance themselves.
- Teaching activities
Lien is currently the module leader for two MSc modules:
- (MGT6182 International Consumer Behaviour, MGT6250 Marketing Research)
- final year UG module (MGT382 International Marketing)
- PhD Supervision
Lien is currently supervising three PhD students at the Management school.
When she has spare capacity again, she will welcome students who would like to research:
- quantitative methods
- luxury goods buyer behaviour
- East Asian culture
- consumer research in general