Dr Michelle Yang
 | Department Coordinator, Lecturer Department of Marketing
  
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603 5514 6000
Room 6-5-44Dr I-Chieh Michelle Yang joined Monash University Malaysia as a lecturer of Marketing in 2020 after receiving her PhD in Marketing from Monash University. Born in Taiwan and raised in Singapore, Dr Yang is a true global citizen. She is keen to use her global experience to uncover the impact of historical, socio-cultural and political forces on consumer behaviour. Her research interest lies in consumer culture in Asia, politicized consumption and tourism marketing. Dr Yang is currently involved in research projects on the politicization of Asian cultural practices and national identity work. Her work has been published in top-ranked journals such as Annals of Tourism Research and Current Issues in Tourism, as well as international conferences such as Consumer Culture Theory Conference and Australian and New Zealand Academy of Management Conference.
Academic Qualifications
| Doctor of Philosophy | |
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| Institution | Monash University |
| Year awarded | 2020 |
| Bachelor of Business & Commerce (Honours) | |
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| Institution | Monash University |
| Year awarded | 2015 |
| Bachelor of Business & Commerce | |
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| Institution | Monash University |
| Year awarded | 2014 |
| Bachelor of Communications | |
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| Institution | Monash University |
| Year awarded | 2014 |
Areas of Expertise
| 1 | Consumer Culture |
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| 2 | National Identity |
| 3 | Tourism Marketing |
| 4 | Consumer Behaviour |
| 5 | Politicized Consumption |
Teaching
| Subject Code | Subject |
|---|---|
| MKW 2431 | Business Marketing |
| MKM 5211 | Applied Business |
Book Chapters
| * | Yang, I.C.M., French, J. & Lee, C. (forthcoming). “Century of Humiliation and Consumer Culture: The Making of National Identity”. In R. Belk & Y. Minowa (Eds.), Consumer Culture Theory in Asia: History and Contemporary Issues (Ed.). Routledge. |
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| * | Yang, I.C.M. (forthcoming). “‘A Journey of Hope’: An Institutional Perspective of Japanese Outbound Reproductive Tourism.” In C.M. Hall & C. Cooper (Eds.), Current Issues in Asian Tourism: Volume 2 (Ed.). Routledge. (forthcoming). “‘A Journey of Hope’: An Institutional Perspective of Japanese Outbound Reproductive Tourism.” In C.M. Hall & C. Cooper (Eds.), Current Issues in Asian Tourism: Volume 2 (Ed.). Routledge. |
Scholarly Journals
| * | Yang, I.C.M., French, J., Lee, C. & Watabe, M. (forthcoming). “The Symbolism of Tourism in National Identity”, Annals of Tourism Research (ABDC: A*|SJR: Q1) |
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| * | Yang, I.C.M., French, J., Lee, LM.Q. & Shrestha, K.M. (forthcoming). “An Institutional Isomorphism Perspective of Tourism Impact”, Annals of Tourism Research (ABDC: A*|SJR: Q1) |
| * | Yang, I.C.M. (2020), “A Journey of Hope: An Institutional Perspective of Japanese Outbound Reproductive Tourism”, Current Issues in Tourism, 23(1), pp. 52-67. (ABDC: A|SJR: Q1) |
Conference Proceedings
| * | Yang, I.C.M., French, J. & Ismail, A.S. (forthcoming). Tradition Versus Postmodernity: The Politicization of Shark’s Fin Consumption in Asia. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom. |
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| * | Yang, I.C.M., Watabe, M. & Lee, C. (forthcoming). Giri and Jō: The Role of Offline Cultural Logic in the Accumulation of Online Social Capital. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom. |
| * | Yang, I.C.M. & French, J. (forthcoming). The Nation as a Polit-Brand Community: Perspectives from China. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom. |
| * | Lim, Y.W., Yang, I.C.M. & French, J. (forthcoming). Food and Identities: Continuity and Transformation among Malaysian Chinese. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom. |
| * | Ismail, A.S., French, J. & Yang, I.C.M. (forthcoming). Institutional Intersectionality in Framing “The Woman Question” in Malaysia”. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom. |
| * | Yang, I.C.M., Lee, C. & French, J. (2020). From Sick Man to Strong Man of Asia: Consumer Culture and National Identity in China. In M-A, Parmentier & Z. Arsel (Eds.), Research in Consumer Culture Theory (Vol. 2) (pp. 21-28), Proceeding of the 9th Consumer Culture Theory Conference, Montréal, Canada. |
| * | Yang, I.C.M. & Chew, E.Y.T. (2015). Travel Motivation in Medical Tourism in Malaysia: The Case of Singaporean Medical Tourists. Paper Presented at the 29th Australia and New Zealand Academy of Management Conference, Christchurch, New Zealand. |
Local Grants
| Title | Beauty discourses and the Malay Muslim female consumer in Malaysia: A historical analysis (funded by eiHub Seed grant) |
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| Investigators | Juliana French |
| Funding Period | Feb - October 2018 |
| Funding Body/Organisation | Global Asia in the 21st Century (GA21) |
| Title | Leveraging Dynamic Capabilities for Healthcare Analytics through Quality Use of Technology |
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| Investigators |
Dr Ewilly Liew (PI) Dr Sharon Koh Dr Juliana French |
| Funding Period | Nov 2016 - Oct 2018 |
| Funding Body/Organisation | Global Asia in the 21st Century (GA21) |
Current Supervision
| Student | Vey Lian Chan, Janice |
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| Title | An Institutional Perspective of Market Shaping: The Case of Traditional Health Services in Malaysia (PGDip) |
Local Award
| Award Name | Purple Letter (Outstanding Unit Evaluation) |
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| Awarding Body | Monash University |
| Year of award | 2019 |
| Project Title | MKW 3610 Marketing Strategy and Implementation |
| Award Name | Purple Letter (Outstanding Unit Evaluation) |
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| Awarding Body | Monash University |
| Year of award | 2019 |
| Project Title | MKW 3610 Marketing Strategy and Implementation |
| Award Name | Purple Letter (Outstanding Unit Evaluation) |
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| Awarding Body | Monash University |
| Year of award | 2018 |
| Project Title | MKW 3610 Marketing Strategy and Implementation |
| Award Name | Dean’s Honours List Award |
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| Awarding Body | Monash University |
| Year of award | 2015 |
| Project Title | Best Student Award |
| Award Name | Monash University |
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| Awarding Body | Best Student Award |
| Year of award | 2015 |
| Project Title | Honours Degree in Bachelor of Business & Commerce |
| Award Name | Best Thesis Award |
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| Awarding Body | Monash University |
| Year of award | 2015 |
| Project Title | Honours Degree in Bachelor of Business & Commerce |
International Award
| Award Name | Dean's List |
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| Awarding Body | Akita International University, Japan |
| Year of award | 2014 |
| Project Title | Honours Degree in Bachelor of Business & Commerce |