Exploring culture and ethical branding

14 January 2026

by Lee Kyeung Ah
School of Business

1. Tell us about your scholarship. 

I was honoured to receive the Graduate Research Excellence Scholarship at Monash University Malaysia. This scholarship has been a cornerstone of my PhD journey, covering tuition fees and providing a monthly stipend that has significantly reduced my financial burden.

Freed from economic constraints, I can pursue in-depth, multi-faceted, and creative research, exploring ideas with greater freedom and focusing entirely on the depth and significance of my work.

2. How does this scholarship support your academic journey and career aspirations?

The scholarship reduces financial barriers and motivates me to pursue ambitious goals in research and teaching. It gives me the resources and time to conduct rigorous analyses, publish in leading journals, and prepare for a future as an academic who contributes to socially responsible marketing and branding.

3. What motivated you to apply for this scholarship and pursue your current field of study?

I have spent many years working in commercial and academic settings across several countries, gaining valuable experience with diverse cultures, consumer behaviour, and branding. These challenges and rewards sparked my curiosity about how culture shapes markets and consumer behaviour, leading me to pursue a PhD to connect theory with practice and better understand the relationship between culture, markets, and consumers.

Returning to full-time research after a professional career was not easy, but the Graduate Research Excellence Scholarship eased that transition by lifting financial pressures and giving me confidence to succeed as a student again. It also provided access to research resources and cutting-edge knowledge, fostering critical thinking and socially meaningful work in an environment that aligned with my goals.

I wanted to explore how brands, beyond their commercial role, influence culture and society, and how responsible branding strategies can create positive social impact. This scholarship has given me the freedom to focus on that research and the chance to contribute meaningfully to society through my work.

4. In what ways has the scholarship played a role in shaping your overall university experience?

The Graduate Research Excellence Scholarship has been essential in shaping my experience at Monash University Malaysia. By alleviating financial pressures, I have been able to focus fully on my research and make the most of the opportunities the university offers. The scholarship has also introduced me to an academic community where I can engage with scholars from different cultural and disciplinary backgrounds and benefit from their knowledge and perspectives.

Studying at Monash University Malaysia, where Australian academic traditions blend with Malaysia’s rich mix of cultures, religions, and ethnic communities, has provided me with an ideal context to experience a truly multicultural environment. This setting has helped me understand how diverse cultural values and ideological contexts can inform responsible approaches to market practices and consumer engagement. The scholarship support has not only enhanced my academic growth but also enriched my overall university experience, giving me the confidence to participate actively in seminars, workshops, and collaborative projects.

5. Are there specific challenges or milestones that stand out as crucial to your growth, and how have you worked through them?

One of the most important challenges in my development has been learning to navigate authorship and ethical research practices. Early in my academic journey, I encountered situations where the expectations for contribution and recognition were unclear. Although these experiences were challenging, they helped me understand the importance of clear communication, proper acknowledgement of contributions, and adherence to professional standards. By seeking advice from the university and reflecting on academic expectations and principles, I am continually building the skills necessary to approach these matters responsibly. I have also come to understand that students who encounter similar challenges should get institutional support, as universities are prepared to help newcomers address issues they may not yet know how to handle. Developing this knowledge is essential for becoming a responsible researcher who can contribute to society and, in the future, guide students with integrity.

6. Can you share about your current research project? What problem are you addressing, and why does it matter?

My PhD examines how cultural values, historical patterns of consumption, ideologies, and sustainability considerations influence branding practices and consumer engagement across various contexts. It also examines how technological change and public discourse influence the way organisations position themselves in relation to society. By analysing how these forces interact with brand heritage, market dynamics, and patterns of consumption, I aim to provide insights that help organisations design strategies that respect cultural identity, encourage ethical consumption, and support sustainable business practices. This research is significant because brands play a substantial role in shaping how people experience and interpret the world, and understanding their social impact is crucial to developing more responsible market systems.

7. How do you hope your research will contribute to your field, community, or society at large?

My research will offer a framework for understanding how organisations can integrate ethical and sustainable principles into their strategies while respecting cultural legacy and diversity. The findings may guide marketers, educators and policymakers in developing approaches that balance innovation, cultural sensitivity and social responsibility. Ultimately, I aim to contribute to a broader conversation about how branding, culture, and even emerging technologies can work together to promote ethical consumption, strengthen community values and foster a more thoughtful connection between commerce and society.

8. What advice would you give to students who are thinking about applying for scholarships or starting their own research projects?

I would like to share some advice with students who are considering applying for scholarships or initiating their own research projects. First, be clear about why your research matters and choose a topic you truly care about, because a strong sense of purpose will sustain you through challenges. Motivation and curiosity are just as important as talent when you are building a meaningful academic path.

At the same time, practical preparation is essential. Take time to find the right supervisor and research environment, as supportive guidance can make a real difference. Prepare a well-structured proposal that demonstrates a solid understanding of your topic and its broader significance. Aim for good academic results, and start publishing early or presenting smaller pieces of your work to strengthen your profile before applying.

Finally, utilise the resources your university provides, such as workshops, writing groups, or research integrity training. Approach obstacles as opportunities to learn and grow, and remember that persistence is key. A thoughtful balance of motivation and careful planning will help you succeed in scholarship applications and build a research journey that is both rewarding and sustainable.

More postgraduate research opportunities are available here.