Dr Hong Kay Tze

Academic Qualification

  • Doctor of Philosophy, UNIVERSITI PUTRA MALAYSIA, Malaysia
  • Master Pentadbiran Perniagaan, UNIVERSITI PUTRA MALAYSIA, Malaysia
  • Bachelor of International Business with Hons (Ins Finance), UNIVERSITI MALAYSIA SABAH, Malaysia

Professional Qualification

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Areas of Expertise

  • Social Sciences, Business and Management, Marketing, Consumer Behavior

Research Interest

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  • Increasing Consumers Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from Theory of Planned Behaviour. (ISI-Indexed), Review of Business Management (RBGN) - Article in Journals
  • Factors of E-service Quality among Malaysian Millennial Streaming Service Users (SCOPUS-Indexed), Journal of Economics and management (IJEM) - Article in Journals
  • An Empirical Study on Career Choices among Undergraduates: a PLS-SEM Hierarchical Component Model (HCM) Approach (ERA Indexed), International Journal of Human Resource Studies - Article in Journals
  • Cause-Related Marketing: It s Applicability in Hypermarket Context (SCOPUS-Indexed), International Journal of Economics and management - Article in Journals
  • Opportunity to Go International!, Asian Journal of Case Research (AJCR) - Article in Journals


  • Improving Large Format Stores assistance to small local supplier through cause-related marketing,  Co-researcher2015 to 2018, National

Awards and Stewardship

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Paper Presented

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