Isaac Cheah

Isaac Cheah is an Associate Professor of Marketing at Curtin University's School of Management and Marketing, within the Faculty of Business and Law. His research focuses on consumer behavior, marketing communications, and luxury branding, with publications in journals like Journal of Brand Management, European Journal of Marketing, and Psychology & Marketing. He serves as Senior Associate Editor of the International Journal of Advertising. Cheah holds a PhD in Marketing and a Bachelor of Commerce (Hons). His work explores topics such as DEI in B2B sales, generational advertising, and sustainability in luxury branding. Teaching includes Integrated Marketing Communications and Advanced Consumer Behaviour courses.

Research highlights include studies on dark personality traits influencing consumer behavior, blockchain technology in alternative proteins, and virtual influencers' impact on prosocial behavior. He has contributed to special journal sections on luxury fashion and generational advertising trends. No formal awards are listed, but his extensive publication record reflects academic leadership in marketing fields. His academic portfolio includes roles in the Office of the Provost and collaborations across disciplines, including tourism, AI analytics, and educational competencies for the digital age.