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Assoc Prof Dr Tih Sio Hong

Assoc. Prof. Dr. Tih Sio Hong

 email s_h_tih@yahoo.com / sh@ukm.my

phone + 603-89215582

Tih Sio Hong (Dr.) is an Associate Professor at UKM-Graduate School of Business. She received her BBA from Universiti Kebangsaan Malaysia and MBA from Keele University, and Ph.D in marketing from University of Strathclyde, Scotland. She is involved in teaching, research and consultancy projects. She teaches undergraduate, masters and doctorate courses in the area of marketing, international business, entrepreneurship and research method. Currently, she is involved in several research projects, namely e-lifestyle survey, junior entrepreneur development, consulting-based learning for entrepreneurship education, and marketing of tropical fruits. She is a member of the Japan-ASEAN entrepreneurship development research team on entrepreneurship education and SME development in the ASEAN region. She has provided consultancy services to both government agencies and private companies in the area of universal service provision, technology mapping programme, customer satisfaction survey, tropical fruit demand in European markets, marketing of chilled and frozen food, and new product concept testing. She has presented papers at various international conferences and published articles in peer-reviewed international journals such as the International Journals of Retail and Distribution, Global Business & Economics Anthology, Asian Academy of Management Journal, Journal of Agribusiness Marketing and Jurnal Pengurusan (Management Journal).

Selected Journal Publication

Tih, S.H., Wong, K.K., Lynn, G., Reilly, R. (2016) Prototyping, customer involvement, and speed of information dissemination in new product success, Journal of Business & Industrial Marketing, 31(4).

Nur Faithzah Jamian and Sio-Hong Tih (2016) Managing a Green Campus: Motivation for Student Recycling Behavior, Journal of Marketing Management and Consumer Behavior, 1(1), 62-75.

Hasni N. Juhdi, Tih Sio Hong, and Nurita Juhdi (2015) Market Orientation and Entrepreneurial Success: Mediating Role of Entrepreneurial Learning Intensity, Jurnal Pengurusan, 43(June).

Sahar Hosseinikhah and Siohong Tih (2015) Consumer Confidence and Environmental Behavioral Science, Advanced Science Leters, 21(6), 1923-1926.

Rahida Ramli and Siohong Tih (2015) Consumer Adoption of Recycled Bag for Retail Shopping, American Journal of Economics, 5(2), 43-50.

Shamsul Huda Binti Abd Rani and Tih Sio Hong (2013) Antecedents and Consequences of Entrepreneurial Quality among Graduate Entrepreneurs, Asian Journal of Business and Management Sciences, 2(9), 44-55.

Siohong Tih and Kean Heng Lee (2013) Perceptions and Predictors of Consumers’ Purchase Intentions for Store Brands: evidence from Malaysia, Asian Journal of Business and Accounting, 6(2), 107-138.

Siohong Tih and Zuraidah Zainol (2012) Minimizing Waste and Encouraging Green Practices, Jurnal Ekonomi Malaysia, 26(1), 157-164.

Research Area

e-Marketing, Marketing and Entrepreneurship


Consumer Behavior, Global Marketing Strategy, Marketing Management, Marketing Research, Marketing Theory and Thought, Sales Management