PhD in Marketing, University of Nottingham, United Kingdom
Master of Marketing Management, Griffith University, Australia
Bachelor of Business Adminstration, Universiti Brunei Darussalam, Brunei
Vai’s
primary research interests lie in advertising and service marketing. To
draw out greater understandings into these two domains, consumer
cognition
process and emotional interpretation of cues are important aspects
providing insights into their roles on consumer perception, attitudes,
behaviourial intention or consumption choice; and advertising
effectiveness or branding in the service sector. Residing in Asia, her research naturally
span into cultural dimensions – including Islamic values and Chinese
practices – denoting the increasing importance of examining cultural influences
on marketing strategies.
Vai received her doctorate degree in 2009 from University of Nottingham, United Kingdom,
where her thesis examined the effects of tangible cues as a visualisation
strategy on advertising of services with particular emphasis on financial services.
In 2008, her paper presented at the Academy of Marketing Annual Conference, hosted by University of Aberdeen was awarded the best paper for the Services
Marketing track.