F. Chieng

Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

Chai-Lee Goi, M. Goi, F. Chieng, 2022, Journal of Global Scholars of Marketing Science.

Family director board governance index: An analysis of family directors and firm performance in Malaysia

Wendy Law, L. Jong, Lynn Ling, 2023, Journal of General Management.

Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands

Chai-Lee Goi, F. Chieng, 2011 .

Customer-based brand equity: A study on interrelationship among the brand equity dimension in Malaysia

Chai-Lee Goi, F. Chieng, 2011 .

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

Rajat Roy, Piyush Sharma, Russel P. J. Kingshott, 2022, Journal of Product & Brand Management.

Beyond the academic curriculum: embedding a career management program to improve the employability of business students

Chai-Lee Goi, F. Chieng, Jie Min Ho, 2024, Education + Training.