Article Per Year (5 Year)
p-Index From 2020 - 2025
0.882
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All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Lee, Yong Yu
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Xia, Kun Peng; Lee, Yong Yu; Kimberley, Kong Miu Ling; Kong, Mei Yee; Khor, Su Hua; Kong, Jia Xian; A/P Ramachandran, Kirrthana; Kumar, Shravan; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
From Drive-Thru to Trust: The Impact of CSR and Social Media Advertising on Customer Retention in the QSR Sector Peng Xia, Kun; Lee, Yong Yu; Xuan Khoo, Ann; Yi Lim, Joanne Xing; Teng Low, Joey Wan; Then, Joey Rui Yu; Kalyselvan, Keerthana A/P; J, Darshini; Ali, A. J.; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4014

Abstract

As corporate social responsibility (CSR) and digital engagement become increasingly influential in shaping consumer behavior, brands must align with customer values while fostering meaningful connections. This study investigates how McDonald’s perceived CSR climate and social media advertising effectiveness impact customer retention, with brand value alignment and customer–organization relationships as mediating variables. Data were collected from 121 McDonald’s customers in Malaysia and analyzed using path analysis in R. The results indicate that CSR climate (? = -0.234, p 0.05) and social media advertising effectiveness (? = -0.050, p 0.05) do not directly influence retention. Instead, both factors positively affect brand value alignment (? = 0.536 and ? = 0.419, respectively; p 0.001), which subsequently enhances customer–organization relationships (? = 0.219, p 0.01) and, in turn, strongly drives customer retention (? = 0.828, p 0.001). The model explains 59% to 67% of the variance in key outcomes (R² = 0.590–0.672). This study offers a unified framework linking CSR and digital marketing to retention outcomes and provides practical insights for fast-food brands aiming to build loyalty through value-based and relational strategies in emerging markets.
Sustainability Meets Strategy: Reaching the Environmentally Aware Consumer in the Fashion Industry Lee, Yong Yu; Xia, Kun Peng; Lean, Peck Kwan; Kong, Yenny; Kwa, Jing Wen; Lai, Pei Shuang; Lai, Yik Theng; A., Stumaker; Ali, Anees Janee; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 6 No. 1 (2025): June 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v6i1.105

Abstract

This study investigates how perceived green product attributes and corporate environmental responsibility influence eco-conscious consumer attitudes, purchase intentions, and customer loyalty, using Uniqlo Malaysia as the research context. Drawing upon social identity theory and the Theory of Planned Behavior, we develop and empirically test a model linking environmental cues to loyalty outcomes. Data from an online survey (N=121) reveal that while both green product attributes and corporate environmental responsibility positively affect eco-conscious consumer attitudes, the latter exerts a stronger influence. Moreover, eco-conscious consumer attitude predicts purchase intention, which in turn drives customer loyalty. These findings highlight the mediating roles of attitude and intention in translating environmental perceptions into enduring loyalty. This study contributes to the green marketing literature by elucidating the mechanisms through which sustainability commitments foster trust and engagement. It also provides managerial insights, suggesting that genuine corporate-level environmental actions and transparent communication enhance brand credibility and long-term loyalty.
Beauty Beyond Products: Exploring the Drivers of Customer Satisfaction in Malaysia’s Leading Health and Beauty Retailer Lee, Yong Yu; Xia, Kun Peng; Lee, Shi Ying; Lee, Che Ying; Lee, Huey Shan; Lee, Wei Yin; Lee, Yan Lin; Kumaran B, Varun; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4213

Abstract

Drawing on service-dominant logic and the framework of stimulus-organism-response, our study investigates the mechanisms through which service attributes influence customer satisfaction in health and beauty retail. Analysis of survey data from 99 Watsons Malaysia customers reveals that staff behavior directly influences both perceived service quality and customer satisfaction, while service accessibility shapes satisfaction primarily through customer emotional responses and perceived service quality. The findings demonstrate the distinct pathways through which different service attributes contribute to satisfaction outcomes, with both cognitive and emotional responses playing crucial mediating roles. This study advances service management theory by illuminating the complex mechanisms underlying customer satisfaction formation and provides practical guidance for retail managers in designing effective service improvement initiatives. The results highlight the importance of considering both direct and indirect pathways when developing service enhancement strategies in health and beauty retail contexts.
Golden Arches Going Green: The Impact of McDonald’s Sustainability Achievements on Public Image Lee, Yong Yu; Kee, Daisy Mui Hung; Neng Ang, Vernoon Wei; Vadhi Vehlan, Laneishwar A/L Sri Satthian; Lee, Li Xin; Lee, See Ming; Ardel, Muhammad Raid
Advances in Global Economics and Business Journal Vol. 5 No. 1 (2024): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v5i1.89

Abstract

This paper analyzes the correlation between McDonald's sustainability achievements and its public image. Despite receiving criticism for its environmental and social impact, McDonald's has recently made notable progress in sustainability by setting targets to source sustainable coffee, palm oil, and fish, as well as reducing greenhouse gas emissions. By utilizing a quantitative approach involving 108 customer surveys, this study investigates the influence of McDonald's sustainability achievements on its public image. The survey results reveal that respondents who were aware of McDonald's sustainability efforts exhibited a more favorable perception of the company. This study concludes that McDonald's sustainability endeavors have contributed to its environmental and social responsibility objectives while enhancing its reputation among stakeholders. Moreover, the research findings shed light on the factors that affect sustainability perception and the public image of fast-food brands. Furthermore, it calls for future research to explore the impact of cultural factors and stakeholder perspectives on the public image of fast-food chains. The findings offer valuable insights into the potential advantages of sustainability initiatives for companies aiming to improve their public image and foster consumer trust
Co-Authors A., Stumaker A/P Ramachandran, Kirrthana Ali, A. J. Ali, Anees Janee Ardel, Muhammad Raid J, Darshini Kalyselvan, Keerthana A/P Kee, Daisy Mui Hung Khor, Su Hua Kimberley, Kong Miu Ling Kong, Jia Xian Kong, Mei Yee Kong, Yenny Kumar, Shravan Kumaran B, Varun Kwa, Jing Wen Lai, Pei Shuang Lai, Yik Theng Lean, Peck Kwan Lee, Che Ying Lee, Huey Shan Lee, Li Xin Lee, See Ming Lee, Shi Ying Lee, Wei Yin Lee, Yan Lin Neng Ang, Vernoon Wei Peng Xia, Kun Teng Low, Joey Wan Then, Joey Rui Yu Vadhi Vehlan, Laneishwar A/L Sri Satthian Xia, Kun Peng Xuan Khoo, Ann Yi Lim, Joanne Xing