Dr Monica Chien

Lecturer in Events Management

School of Business
Faculty of Business, Economics and Law
m.chien@uq.edu.au
+61 7 336 56720

Overview

Dr Chien’s research vision is to explore the impact of multiple brand contact points on consumers’ cognitive and affective reactions. She has an extensive background in marketing and particular expertise and interest in experimental studies, with publications in both marketing and tourism journals. Dr Chien’s principal research interests include consumer information processing and decision making; branding and brand equity management; sponsorship strategy and portfolio management, sports marketing, and integrated marketing communications. Dr Chien is currently researching how sports scandals affect sponsoring brands and sport after being awarded The American Academy of Advertising (AAA) 2011 Research Fellowship.

Qualifications

  • Bachelor of Business, Queensland University of Technology
  • PhD Philosophy, The University of Queensland
  • Master of Business (Marketing), Queensland University of Technology

Publications

View all Publications

Publications

Book Chapter

  • Ritchie, Brent W., Chien, P. Monica and Watson, Bernadette (2014). It can't happen to me: Travel risk perceptions. In Metin Kozak and Arch G. Woodside (Ed.), Tourists' behaviors and evaluations (pp. 65-73) Bingley, United Kingdom: Emerald Group Publishing Limited. doi:10.1108/S1871-317320140000009008

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). A theoretical framework for analysis of multiple sponsorship effects on consumer responses. In Francisco Costa Pereira, Jorge Veríssimo and Peter C. Neijens (Ed.), New Trends in Advertising Research (pp. 189-206) Lisbon, Portugal: Edicoes Silabo.

Journal Article

Conference Publication

  • Wang, Jie, Ritchie, Brent, Watson, Bernadette and Chien, Monica (2013). Health and safety risk perceptions and behaviour of Australian outbound travellers. In: Joanna Fountain and Kevin Moore, CAUTHE 2013. Tourism and Global Change: On the Edge of Something Big. Proceedings of the 23rd CAUTHE Conference. CAUTHE 2013: Council for Australasian University Tourism and Hospitality Education Annual Conference, Canterbury, NZ, (882-886). 11-14 February, 2013.

  • Ritchie, Brent W., Chien, P. Monica and Watson, Bernadette (2013). It can't happen to me: travel risk perceptions. In: CPTHL 2013: 8th Consumer Psychology of Tourism, Hospitality and Leisure Symposium, Istanbul, Turkey, (). 1-5 June, 2013.

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). Examining the impact of sponsorship portfolio communication on sponsor brand personality. In: The Proceedings of the 2010 European Conference of The American Academy of Advertising. The American Academy of Advertising (AAA) 2010 European Conference, Milan, Italy, (89-89). 4-6 June 2010.

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). Sponsorship portfolios: Framing effects with sport and cause sponsorships. In: AMA Summer Educators Conference 2010 : Enhancing knowledge development in marketing. 2010 American Marketing Association (AMA) Summer Marketing Educators’ Conference, Boston, United States, (). 13-16 August 2010.

  • Chien, Pi-Hsuan Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). The role of articulation in sponsorship portfolio communication. In: Suzanne C. Beckmann, Torsten Ringberg and Thomas Ritter, 39th European Marketing Academy (EMAC) Conference, Copenhagan, Denmark, (105-105). 1-4 June 2010.

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). Exploring sponsorship framing effects. In: American Psychological Association 116th Annual Convention, Boston, MA., U.S., (). 14-17 August 2008.

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). The effects of sponsorship portfolio on consumer associations of the sponsor brand. In: Academy of Marketing Science Annual Conference 2008, Vancouver, BC, Canada, (). 28-31 May, 2008.

  • Chien, Monica (2008). The effects of sponsorship portfolio on consumer associations of the sponsor brand. In: UQ Business School Research Colloquium, Brisbane, Australia, (). 6 June 2008.

  • Chien, P. M., Cornwell, T. B. and Pappu, R. (2007). A theoretical framework for analysis of multiple sponsorship effects on consumer responses. In: Proceedings of the 6th International Conference on Research in Advertising (ICORIA 2007). 6th International Conference on Research in Advertising (ICORIA 2007), Lisbon, Portugal, (25-25). 29-30 June, 2007.

  • Chien, P. Monica (2007). Effects of multiple sponsorships on consumer response outcomes. In: Proceedings of: 20th European Marketing Academy (EMAC) Doctoral Colloquium 2007. EMAC 20th Doctoral Colloquium 2007, Reykjavik, Iceland, (). 20-22 May 2007.

  • Chien, Monica (2006). Multiple sponsorship effects on consumer response outcomes. In: UQ Business School Research Colloquium, Brisbane, Qld, Australia, (). 9 June 2006.

  • Chien, Pi-Hsuan Monica, Cornwell, T. Bettina and Stokes, Robyn (2005). A theoretical framework for analysis of image transfer in multiple sponsorships. In: Sharon Purchase, ANZMAC 2005 Conference Proceedings: Broadening the Boundaries. Australia and New Zealand Marketing Academy Conference (ANZMAC, 2005), Fremantle, WA, Australia, (17-25). 5-7 December 2005.

  • Kerr, Gayle, Patti, Charles and Chien, Monica (2004). Integrated marketing communication (IMC): New discipline with an old learning approach: A syllabi analysis. In: Abstracts and programme, ANZMAC 2004 : Marketing Accountabilities and Responsibilities. Australian and New Zealand Marketing Academy Conference (ANZMAC 2004), Wellington, N.Z., (). 29 November - 1 December 2004.

Edited Outputs

Other Outputs

Grants (Administered at UQ)