Dr Lien Le Monkhouse
PhD
Management School
Lecturer in Marketing
Programme Director MSc International Marketing and Management
+44 114 222 3357
Full contact details
Management School
Room E018
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
- Profile
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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
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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 reviews for a variety of international journals including the Journal of International Marketing, International Marketing Review, Journal of Business Research, Marketing Intelligence and Planning, etc.
Lien has written articles published in international quality journals and presented her research at prestigious international conferences.
- Publications
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Journal articles
- Implementing “systems thinking” to reach sustainable development goals: multi-perspective research into China’s ecological civilization. Business Perspectives and Research. View this article in WRRO
- Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures. International Marketing Review, 40(1), 102-126. View this article in WRRO
- 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.
- 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.
- 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.
Chapters
- 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
- Theorizing brand activist function: an empirical exploration. AMA Winter Academic Conference 2024: Unlocking Our Potential, Vol. 35 (pp 1205-1208). St. Pete Beach, Florida, USA, 23 February 2024 - 23 February 2024. View this article in WRRO
- Consumer perceived brand activism: Scale development. AMA Winter Academic Conference 2024: Unlocking Our Potential, Vol. 35 (pp 805-807). St. Pete Beach, Florida, USA, 23 February 2024 - 23 February 2024. View this article in WRRO
- Investigating the role of customer engagement in the non-fungible token markets. Investigating the role of customer engagement in the non-fungible token markets
- 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
- Traditional cultures for multiple values and enhanced sustainability : a case study of Vietnam. The 25th International Sustainable Development Research Conference. Nanjing, China, 26 June 2019 - 26 June 2019. View this article in WRRO
- Measuring the Impact of Pakistani Culture and Religion on Consumer Perception of Celebrity Endorsement: a Comparative Study. Academy of marketing conference 2018 proceedings
- 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 Materialism on Sustainable Consumption and Pro-CSR Behaviour. Academy of Marketing Conference 2017 Proceedings
- Impact of Traditional Culture on Sustainable Consumption: A Multi-Country Study. The Circular Economy: Transitioning to Sustainability? Coventry 2018 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
- Implementing “systems thinking” to reach sustainable development goals: multi-perspective research into China’s ecological civilization. Business Perspectives and Research. View this article in WRRO
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Teaching interests
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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 her academic research and by her prior work in industry in a dynamic international business environment. She stimulates students’ enthusiasm for learning with her passion of the subject and commitment to teaching.
Having won numerous scholarships and academic honours as a student, such as 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 draws on her own experiences to teach students not only about the subject but also about the approach to learning and soft skills to advance themselves.
Lien has had nominations for Education Awards regularly over the years, SuperVisionary and a nomination for the Inspirational Women Award 2024.
- Teaching activities
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Lien is currently the module leader for three MSc modules:
- MGT6182 - International Consumer Behaviour
- MGT6250 - Marketing Research
- MGT6180 - Contemporary Marketing Practices
Lien has been an External Examiner for Henley Business School, University of Reading.
- PhD Supervision
Lien is particularly interested in supervising students who would like to research:
- Consumer research
- Wellbeing and inclusion in society
- Acculturation
- East Asian culture
- Sustainable business practice
Dr Lien Monkhouse currently supervises:
She has previously supervised:
Name Thesis title Year of completion Saioa San Miguel Bell Sustainable Development and Economic Degrowth: An International Transition Project towards a Sustainable Environment, Economy and Social Paradigm 2024 Junan He Brand Transformative Activist Function (BTAF): Conceptualisation, Measurement, and Empirical Examination on Consumer-Brand Relationships 2023 Zahra Shah Celebrity Endorsement Effectiveness, Perception, Attitude and Behavioural Intentions of Consumers: A Cross-cultural Study 2021 Stella (Lai Man) So Measuring Chinese Luxury Consumption Value: Development of Luxury Value and Consumption between Mainland and Hong Kong Chinese Consumers 2014 Are you interested in applying for a PhD?