Wong Chee Hoo

Wong Chee Hoo received a PhD in marketing from Universiti Putra Malaysia's Graduate School of Management in 2012. He had worked in the advertising industry for more than two decades, lastly at one of Malaysia's largest media companies. The past four years have seen him serve as an associate professor at INTI International University Malaysia. He is an associate managing editor for the Journal of Business and Social Sciences, where he provides peer reviews of manuscripts (JoBSS). His research interests lie in the areas of sustainable marketing, brand strategy, and consumer intent.

Publications

Modelling Factors Influencing Consumer Behaviour Towards the Brand Equity of Coffee Machines in Malaysia
Modelling Factors Influencing Consumer Behaviour Towards the Brand Equity of Coffee Machines in Malaysia
Loo Soo Peng, Wong Chee Hoo. © 2024. 17 pages.
The goals of this chapter are to examine the application of a customer-based brand equity model based on Aaker's brand equity framework from the viewpoint of consumer...
Modeling Factors Influencing Consumer Behavior: Intention to Use Chatbot Among Malaysian Public
Modeling Factors Influencing Consumer Behavior: Intention to Use Chatbot Among Malaysian Public
Wang Xiya, Wong Chee Hoo, Mohd Saleh Abbas. © 2024. 19 pages.
This research examines the factors that shape consumers' attitudes towards chatbots, considering the unique cultural and contextual characteristics of the Malaysian market....
A Study on Purchase Intention of Agricultural Produce on Shopee Live-Streaming in Malaysia
A Study on Purchase Intention of Agricultural Produce on Shopee Live-Streaming in Malaysia
Wen Xin Hong, Wong Chee Hoo. © 2022. 13 pages.
The purpose of this study is to look into the purchasing intentions of Shopee live-stream shoppers in Malaysia when it comes to agricultural produce. Despite the fact that...