Dr Michelle Yang

Lecturer

Department of Marketing

michelle.yangic@monash.edu
603 5514 6000
Room 6-5-44

Dr I-Chieh Michelle Yang joined Monash University Malaysia as a lecturer of Marketing in 2020 after receiving her PhD in Marketing from Monash University. Born in Taiwan and raised in Singapore, Dr Yang is a true global citizen. She is keen to use her global experience to uncover the impact of historical, socio-cultural and political forces on consumer behaviour. Her research interest lies in consumer culture in Asia, politicized consumption and tourism marketing. Dr Yang is currently involved in research projects on the politicization of Asian cultural practices and national identity work. Her work has been published in top-ranked journals such as Annals of Tourism Research and Current Issues in Tourism, as well as international conferences such as Consumer Culture Theory Conference and Australian and New Zealand Academy of Management Conference.

Academic Qualifications

Doctor of Philosophy
Institution Monash University
Year awarded 2020
Bachelor of Business & Commerce (Honours)
Institution Monash University
Year awarded 2015
Bachelor of Business & Commerce
Institution Monash University
Year awarded 2014
Bachelor of Communications
Institution Monash University
Year awarded 2014

Areas of Expertise

1 Consumer Culture
2 National Identity
3 Tourism Marketing
4 Consumer Behaviour
5 Politicized Consumption

Teaching

Subject CodeSubject
MKW 2431 Business Marketing
MKM 5211 Applied Business

Book Chapters

*Yang, I.C.M., French, J. & Lee, C. (forthcoming). “Century of Humiliation and Consumer Culture: The Making of National Identity”. In R. Belk & Y. Minowa (Eds.), Consumer Culture Theory in Asia: History and Contemporary Issues (Ed.). Routledge.
*Yang, I.C.M. (forthcoming). “‘A Journey of Hope’: An Institutional Perspective of Japanese Outbound Reproductive Tourism.” In C.M. Hall & C. Cooper (Eds.), Current Issues in Asian Tourism: Volume 2 (Ed.). Routledge. (forthcoming). “‘A Journey of Hope’: An Institutional Perspective of Japanese Outbound Reproductive Tourism.” In C.M. Hall & C. Cooper (Eds.), Current Issues in Asian Tourism: Volume 2 (Ed.). Routledge.

Scholarly Journals

*Yang, I.C.M., French, J., Lee, C. & Watabe, M. (forthcoming). “The Symbolism of Tourism in National Identity”, Annals of Tourism Research (ABDC: A*|SJR: Q1)
*Yang, I.C.M., French, J., Lee, LM.Q. & Shrestha, K.M. (forthcoming). “An Institutional Isomorphism Perspective of Tourism Impact”, Annals of Tourism Research (ABDC: A*|SJR: Q1)
*Yang, I.C.M. (2020), “A Journey of Hope: An Institutional Perspective of Japanese Outbound Reproductive Tourism”, Current Issues in Tourism, 23(1), pp. 52-67. (ABDC: A|SJR: Q1)

Conference Proceedings

*Yang, I.C.M., French, J. & Ismail, A.S. (forthcoming). Tradition Versus Postmodernity: The Politicization of Shark’s Fin Consumption in Asia. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom.
*Yang, I.C.M., Watabe, M. & Lee, C. (forthcoming). Giri and Jō: The Role of Offline Cultural Logic in the Accumulation of Online Social Capital. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom.
*Yang, I.C.M. & French, J. (forthcoming). The Nation as a Polit-Brand Community: Perspectives from China. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom.
* Lim, Y.W., Yang, I.C.M. & French, J. (forthcoming). Food and Identities: Continuity and Transformation among Malaysian Chinese. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom.
* Ismail, A.S., French, J. & Yang, I.C.M. (forthcoming). Institutional Intersectionality in Framing “The Woman Question” in Malaysia”. In G. Patsiaouras, J. Fitchett & A.J. Earley (Eds.), Research in Consumer Culture Theory (Vol 3), Proceeding of the 10th Consumer Culture Theory Conference, Leicester, United Kingdom.
*Yang, I.C.M., Lee, C. & French, J. (2020). From Sick Man to Strong Man of Asia: Consumer Culture and National Identity in China. In M-A, Parmentier & Z. Arsel (Eds.), Research in Consumer Culture Theory (Vol. 2) (pp. 21-28), Proceeding of the 9th Consumer Culture Theory Conference, Montréal, Canada.
*Yang, I.C.M. & Chew, E.Y.T. (2015). Travel Motivation in Medical Tourism in Malaysia: The Case of Singaporean Medical Tourists. Paper Presented at the 29th Australia and New Zealand Academy of Management Conference, Christchurch, New Zealand.

Local Grants

Title Beauty discourses and the Malay Muslim female consumer in Malaysia: A historical analysis (funded by eiHub Seed grant)
Investigators Juliana French
Funding Period Feb - October 2018
Funding Body/Organisation Global Asia in the 21st Century (GA21)
Title Leveraging Dynamic Capabilities for Healthcare Analytics through Quality Use of Technology
Investigators Dr Ewilly Liew (PI)
Dr Sharon Koh
Dr Juliana French
Funding Period Nov 2016 - Oct 2018 
Funding Body/Organisation Global Asia in the 21st Century (GA21)

Current Supervision

Student Vey Lian Chan, Janice
Title An Institutional Perspective of Market Shaping: The Case of Traditional Health Services in Malaysia (PGDip)

Local Award

Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University
Year of award 2019
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University 
Year of award 2019
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University
Year of award 2018
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Dean’s Honours List Award
Awarding Body Monash University
Year of award 2015
Project Title Best Student Award
Award Name Monash University
Awarding BodyBest Student Award
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce
Award Name Best Thesis Award
Awarding Body Monash University
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce

International Award

Award Name Dean's List
Awarding Body Akita International University, Japan
Year of award 2014
Project Title Honours Degree in Bachelor of Business & Commerce