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About Lawrence
Lawrence Ang is an Honorary Associate Professor in the Department of Marketing at Macquarie University’s Business School. He earned his PhD from the Australian Graduate School of Management at the University of New South Wales and graduated with first-class honours. Prior to academia, he worked as a marketing research consultant. Joining Macquarie University, he served as a faculty member at the Macquarie Graduate School of Management before moving to the Department of Marketing and Management. As Program Director of the Bachelor of Marketing and Media, he delivered executive MBA teaching, in-house training, and strategic planning for corporations. His consulting projects encompassed advertising pretesting, campaign tracking, pricing, brand health assessment, market sizing, new product evaluation, and customer satisfaction. Recognized as an award-winning academic and popular MBA teacher, Ang has significantly influenced marketing scholarship through his extensive publications in leading journals such as the International Journal of Management Reviews, Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, and Journal of Marketing Management.
Ang’s research focuses on advertising effectiveness, customer relationship management, consumer behaviour, media studies, and decision-making. Key contributions include his authorship of Principles of Integrated Marketing Communications: An Evidence-based Approach (Cambridge University Press, 2021), a comprehensive textbook on the subject. Highly cited works feature Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers (2017, 2930 citations), Customer retention management processes: A quantitative study (2006, 457 citations), and Community relationship management and social media (2011, 367 citations). His Google Scholar profile reflects over 6000 citations, underscoring his impact on fields like advertising creativity, impression management, social media persuasion, and CRM outcomes. Ang has also developed Coursera courses such as Storytelling and Influencing: Communicate with Impact, extending his expertise to global audiences. Currently directing Brain Value Pty Ltd, he maintains an active scholarly presence.