معرفی
Dr. Lien Le Monkhouse is a Lecturer in Marketing at the University of Sheffield's Management School, where she has served since 2011 as Programme Director for the MSc International Marketing and Management. Previously, she was a Senior Lecturer at Sheffield Hallam University and gained industry experience as PR and Marketing Manager for Clinique Vietnam (Estee Lauder Companies).
Her academic credentials include a PhD in Consumer Research from the University of Leeds focusing on East Asian contexts, an MBA with Distinction from the same institution, and pedagogical training from Vietnam's Foreign Trade University and the University of Leeds.
- PhD in Consumer Research (East Asian Context), University of Leeds
- MBA (with Distinction), University of Leeds
- Pedagogical Training, Foreign Trade University, Vietnam
- Pedagogical Training, University of Leeds
Her research centers on East Asian consumer behavior with emphasis on luxury goods, sustainable business practices, and cultural influences including Confucian values, acculturation, and wellbeing. Recent work explores brand activism, celebrity endorsement across cultures, and traditional values' role in sustainability, bridging academic theory with practical marketing applications.
Publication trends reveal a strategic evolution from foundational studies on East Asian luxury consumption toward contemporary sustainability frameworks and brand socio-political functions, with significant contributions to understanding cultural drivers in China's ecological civilization and Vietnamese traditional values.
Her scholarly recognition includes:
- Chartered Institute of Marketing Prize for Best MBA (Marketing) Student 2003/2004
- F.C.O. Chevening scholarship
Dr. Monkhouse actively supervises doctoral research in consumer behavior, sustainability, and cultural studies, with current and past students examining brand activism, celebrity endorsement, and Chinese luxury markets. She serves as External Examiner for Henley Business School and has received multiple teaching award nominations including SuperVisionary and the 2024 Inspirational Women Award.
She contributes to the Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT) group, advancing interdisciplinary approaches to business challenges.
