Dr Monica Chien
Monica Chien
  • PhD, Marketing (University of Queensland)
  • Master of Business, Marketing (Queensland University of Technology)
  • Bachelor of Business (with Distinction), Marketing (Queensland University of Technology)
  • Diploma, Spanish (with Honour), Spanish (Wen Tzao Ursuline College of Languages, Kaohsiung, Taiwan)
+61 (7) 3365 6720
Room 452, GP North Building, St. Lucia Campus

    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.

    Research interests

    Branding and brand management
    Marketing communication effects, celebrity endorsement, cause-related marketing, destination brand equity
    Sponsorship and sports marketing
    Sponsorship portfolio management, sponsorship strategy, ambush marketing and its impact, sport scandal impact, sport fan behaviour
    Traveller behaviour
    Travel risk perception and protective behaviour, traveller information processing


    View full publications list


    • American Academy of Advertising (AAA)
    • European Advertising Academy (EAA)
    • European Academy of Marketing (EMAC)
    • Australian and New Zealand Marketing Academy (ANZMAC)
    • Australian and New Zealand Academy of Advertising (ANZAA)


    2015 - Outstanding Author Contribution, Emerald Literati Network Awards for Excellence
    2013 - Arch G. Woodside Best Paper Award, the 8th Consumer Psychology of Tourism, Hospitality and Leisure Symposium, Istanbul
    2012 - School of Tourism Student’s Choice Award – Best Course for Semester Two
    2011 - Winner of the American Academy of Advertising (AAA) Research Fellowship
    2006-2009 - Australian Postgraduate Award (APA), The University of Queensland
    2004 - Commendation - Vice-Chancellor’s Distinguished Teaching Award Scheme, Queensland University of Technology
    2003 - Excellence in Teaching Award – Casual Academic Category, Faculty of Business, Queensland University of Technology
    2002 - Dean’s Award for Excellence, Queensland University of Technology
    2000 - Dean’s List (GPA over 6.5), Queensland University of Technology

    Major research grants

    Title Agency Year Amount
    Travel Preferences and Behaviours of Australia's International Student Market Tourism and Events Queensland 2017 $31,900
    Travel Preferences and Behaviours of Chinese Students Studying in Queensland. Tourism and Events Queensland 2016 $19,522
    Sponsorship Portfolio Adjustments: Managing Corporate Social Responsibility Perceptions and an Integrated Brand Image The University of Queensland New Staff Start-Up Research Grant 2012 $12,000
    When Sponsors Should Jump Ship: An Investigation of the Impact of Sports Scandals upon Sponsoring Brands and Sport The American Academy of Advertising Research Fellowship Award 2011-2014 $2,500
    Health and Safety Perceptions, Attitudes and Behaviour of Australian Outbound Travellers UQ Collaboration and Industry Engagement Fund 2011 $45,000