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Journal Articles

Be my friend! Understanding how virtual influencers affect consumers' planned and unplanned purchases

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Mei Kei Leong, Kian Yeik Koay, YanKe Song, Kim Mee Chong
Journal: Asia-Pacific Journal of Business Administration
Asia-Pacific Journal of Business Administration 1–38.
https://doi.org/10.1108/APJBA-10-2025-0801
Published: 20 May 2026
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Journal Articles

Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness

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Mei Kei Leong, Kian Yeik Koay, Afizan Azman, Anselm Hsien Jhe Gan
Journal: Asia-Pacific Journal of Business Administration
Asia-Pacific Journal of Business Administration (2026) 18 (4): 945–966.
https://doi.org/10.1108/APJBA-04-2025-0315
Published: 27 October 2025
View article titled, Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness
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Journal Articles

The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

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Kian Yeik Koay, Ser Zian Tan, Izian Idris, Mei Kei Leong, Chee Wei Cheah
Journal: Asia-Pacific Journal of Business Administration
Asia-Pacific Journal of Business Administration (2025) 17 (2): 469–490.
https://doi.org/10.1108/APJBA-01-2024-0015
Published: 16 August 2024
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Journal Articles

Understanding consumers' intentions to use drone food delivery services: a perspective of the theory of consumption values

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Kian Yeik Koay, Mei Kei Leong
Journal: Asia-Pacific Journal of Business Administration
Asia-Pacific Journal of Business Administration (2024) 16 (5): 1226–1240.
https://doi.org/10.1108/APJBA-04-2023-0155
Published: 18 September 2023
View article titled, Understanding consumers' intentions to use drone food delivery services: a perspective of the theory of consumption values
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