- Title: Doctor
- Position: Lecturer - Department of Marketing and Management
- Qualifications: PhD(Marketing), University of New South Wales
Areas of Expertise
- Retail Assortment
- Store Brand / Private Label
- Organic Food Retailing
- Green Marketing
Prior to joining the academia, LayPeng held senior marketing and management positions in the consumer and industrial goods sectors. Her research interests lie within the broad areas of retailing with a specific focus on the roles of store brands in contemporary retailing. LayPeng also has a keen interest in green marketing, in particular, the attitude-behaviour gap, and the roles of marketing in the face of the green challenge.
- PhD: Marketing (University of New South Wales)
- MCom: Marketing (University of New South Wales)
- 2013: Macquarie University New Staff Grants A$19,805 (Consumers' Perception of Environmentally-Friendly Products)
- 2005: UNSW Faculty Research Grant A$20,000 (with Jack Cadeaux)
- 2003-2007: UNSW Faculty Research Scholarship, Australian School of Business
- 2005: Best Paper in the Marketing Research and Research Methodologies Track, ANZMAC Conference (with Ian Wilkinson).
- 2005: Dean's Award for Service, Australian School of Business, UNSW
- Johnstone, Micael-Lee and Tan, LayPeng (forthcoming). "Exploring the Gap Between Consumers' Green Rhetoric and Purchasing Behaviour". Journal of Business Ethics, (Published online: 15 August 2014).
- Johnstone, Micael-Lee and Tan, LayPeng (forthcoming). "An Exploration of Environmentally-Conscious Consumers and the Reasons Why They Do Not Buy Green Products". Marketing Intelligence and Planning. (Acceptance: May 2014).
- Hongzhi Gao, John Knight, Zhang Hongxia, Damien Mather and LayPeng Tan (2012). "Consumer Scapegoating During a Systemic Product-Harm Crisis". Journal of Marketing Management, 28 (11-12), 1270-1290. 9.
- LayPeng Tan and Jack Cadeaux (2012). "Intra-Category Competition, Entry Probability, and Private Label Share: Evidence from Organic Food Retailing in Australia", Asia Pacific Journal of Marketing and Logistics, 24(3), 414-432.
- LayPeng Tan and Jack Cadeaux (2011). "Brand and stock-keeping-unit (SKU) assortments, assortment changes and category sales". The International Review of Retail, Distribution and Consumer Research, 21 (2), 161-185.
- LayPeng Tan, Micael-Lee Johnstone & Lin Yang (2014). How do consumers perceive green products, messages and consumption behaviour? Proceedings of the Australia New Zealand Marketing Academy Conference 2014, Griffith University, Brisbane.
- Micael-Lee Johnstone, Lin Yang & LayPeng Tan (2014). The attitude-behaviour gap: The development of a consumers' green perceptions scale. Proceedings of the Australia New Zealand Marketing Academy Conference 2014, Griffith University, Brisbane.
- Burman, James and LayPeng, Tan (2013). "Effects of Doping Behaviour on Brand Image in Australian Sport", Proceedings of ANZMAC 2013 Conference, Auckland, New Zealand. (Presented by James Burman).
- LayPeng Tan and Micael-Lee Johnstone (2011)."Barriers for Being Green", Proceedings of ANZMAC 2011 Conference, Perth, Western Australia.
- Micael-Lee Jonstone and LayPeng Tan (2011). "Too Hard to be green: Theory of Neutralization", Proceedings of ANZMAC 2011 Conference, Perth, Western Australia.
- Stephanie Hooper, Aaron Gazley and LayPeng Tan (2011). "Personality Congruency and Customer-Based Brand Equity in the Context of Personal Computers". The Academy of Marketing Annual Conference, Liverpool.
- Tim Beal, Val Lindsay and LayPeng Tan (2011). "Valuing Multiculturalism? Government and Business Engagement with the Challenge of Multiculturalism". Symposium hosted by the Asia-NZ Research Cluster at Otago University.
- LayPeng Tan and Jack Cadeaux (2008). "Category Attractiveness for Organic Private Label", Proceedings of ANZMAC 2008 Conference, Sydney, New South Wales.
- LayPeng Tan and Jack Cadeaux (2007). "Retail Assortment Variation and Sales: A Cross-Category Analysis" Proceedings of ANZMAC 2007 Conference, Dunedin, New Zealand.
- LayPeng Tan and Jack Cadeaux (2006). "Private Labels Beyond Convenience Consumer Goods: The Case of Organic Retailing in Australia", Proceedings of ANZMAC 2006 Conference, Brisbane, Queensland.
- LayPeng Tan and Jack Cadeaux (2005). "Category Potential, National Brand Competition, and Private Label Share in the Australian Grocery Industry", Proceedings of ANZMAC 2005 Conference, Fremantle, Western Australia.
- LayPeng Tan and Ian Wilkinson (2005). "The Role, Meaning and Importance of Context in the Study of Marketing Behaviour", Proceedings of ANZMAC 2005 Conference, Fremantle, Western Australia. (Winner for the Award of Best Paper: Marketing Research and Research Methodologies Track)
- Jack Cadeaux and LayPeng Tan (2004). "The Roles of Distribution in Determining Store Brand Performance", Proceedings of ANZMAC 2004 Conference, Wellington, New Zealand.
Affiliations / activities
- Australia and New Zealand Marketing Academy (ANZMAC)
- Australia Marketing Institute (AMI)
- Nam Nguyen (PhD) – Associate Supervisor. Project: "Committed or Trapped? Exploring the Link Between Customer Satisfaction and Retention in Financial Services"
- Stephanie Hooper, Victoria University of Wellington, New Zealand. Dissertation: "Personality Congruency and Customer-Based Brand Equity in the Context of Personal Computers". Completed in 2011, First Class Honours.
- Kevin Trinh, Macquarie University. Dissertation: "A Study on the Effects of System Quality and the Roles of Web Schema in User Satisfaction Online". Completed in 2012.
- James Burman, Macquarie University. Project: "Effects of Doping Behaviour on Brand Image in Australian Sport". Completed in 2013.
- Lawrence Potter (PGCert) – Associate Supervisor. Dissertation: "Motivations of a Social Entrepreneur: Motivational factors that shape the decision on suitable Social Enterprise organisational structures" Completed in 2012.
- Wei Yao (Master of Research) – Associate Supervisor. Dissertation: "Consumers' Wine Selection and the Influence of Confucianism". Completing in 2014.
- E-Business Marketing
- Marketing Fundamentals
- Marketing Communications
- Consumer Behavior
Lecturing and Tutoring
- E-Business Marketing
- Marketing Fundamentals
Overview of Academic Employment
LayPeng has been teaching marketing courses ranging from first-year to postgraduate levels since 2006. Prior to joining Macquarie University, she was a Lecturer-in-Marketing at Victoria University of Wellington, New Zealand.