Rate My Professor Kenneth Yap

Dr. Kenneth Yap serves as a Lecturer in Marketing within the College of Business at Murdoch University in Perth, Australia. He is associated with the Murdoch Business School and contributes to the Centre for Human Resource Innovation. As a seasoned marketing professional, Yap has held roles in new product development and marketing strategy for prominent global brands such as ExxonMobil, Pepsi Worldwide, Nike, MTV, and LG Electronics. He co-founded The Marketing Interchange, a multinational market research firm focused on the retail sector. Yap embodies the 'pracademic' approach, integrating practical industry experience into his teaching of courses like BUS359 Digital and Social Media Marketing and BUS299 Consumer Behaviour at Murdoch University. His teaching occurs across campuses including South Street, and he has been involved in unit coordination within the School of Business and Governance.

Yap's scholarly work centers on critical topics in marketing and consumer behavior, including the building of trust in e-banking, electronic word-of-mouth communications, service quality moderated by zone-of-tolerance, diffusion of internet-based innovations among Generation Y, Islamic banking dynamics, and the impact of policies on overseas Chinese families. Key publications encompass "The Relationship between Electronic Word-Of-Mouth Motivations and Message Characteristics: The Sender's Perspective" (2013), "Offline and online banking – where to draw the line when building trust in e-banking?" (2010), "To Trust or Not to Trust: The Consumer's Dilemma with E-banking" (2009), "Zone-of-tolerance moderates the service quality-outcome relationship" (2007), "Islamic banking: The convergence of religion, economic self-interest and marketing" (2011), "The Impact of Host Country Policies on the Overseas Chinese Family in Singapore" (2010), and "Predicting the diffusion pattern of internet-based communication applications amongst Generation Y consumers" (2009). These works have accumulated 479 citations on ResearchGate. Furthermore, Yap has engaged in public outreach through Murdoch University articles, such as "Why resilience-building in teens is vital for success" (2018) and "Does a Business Degree still offer good ROI?" (2021), and participated in industry events like the FIPWA Future Food Systems Masterclass. Previously affiliated with the University of Western Australia Business School, his contributions bridge academia and industry effectively.