Hean Tat Keh

{{Primary sources|date=May 2024}}{{Infobox academic

|name = Hean Tat Keh

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|discipline =Marketing

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|workplaces =Monash University
University of Queensland
Peking University
National University of Singapore

|education = University of Washington
Hong Kong University of Science and Technology
University of Macau

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|known_for =Services marketing
consumer behavior
brand management
marketing strategy

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|website = https://research.monash.edu/en/persons/hean-tat-keh

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Hean Tat Keh ({{zh|s=郭贤达 |t=郭賢達 |p=Guō Xiándá |poj=Koeh Hiân-ta̍t}}) is a professor and chair of the Department of Marketing at the Monash University Faculty of Business and Economics. He is known for his work on services marketing, consumer behavior, brand management, and marketing strategy. In particular, his research on services marketing addresses the limitations of the concepts of service inseparability and service intangibility. Keh has also published on the antecedents and consequences of brand equity. More recently, he has conducted research on sustainable marketing and healthcare marketing.

His research has been cited over 11,500 times according to Google Scholar, with an H-index of 44 and an i10-index of 63.{{Cite web |title=Hean Tat KEH (郭贤达) |url=http://scholar.google.com/citations?user=1S4dmzAAAAAJ&hl=en |access-date=2025-03-26 |website=scholar.google.com}} Based on the three dimensions of productivity, impact, and quality of his research, ScholarGPS ranked Keh among the Top 1% of Marketing scholars worldwide in 2024.{{Cite web|title=Hean Tat Keh |url=https://scholargps.com/scholars/76457234248518/hean-tat-keh |access-date=2025-03-26 |website=scholargps.com}}

Education and career

Keh received his PhD in marketing from the University of Washington, his MBA from the Hong Kong University of Science and Technology, and his BBA (Honors) from the University of Macau.{{cn|date=June 2025}}

Keh came to Australia as a full professor at the University of Queensland in 2011, before being recruited by Monash University in 2013.{{Cite web |url=https://www.monash.edu/news/articles/renowned-marketing-academic-joins-monash |title=Renowned marketing academic joins Monash |website=Monash University|date=20 March 2013 }} He is the immediate past chair of the Department of Marketing at the Monash University Faculty of Business and Economics, the first Asian-Australian to be appointed to this role.{{Cite web |title=Hean Tat Keh |url=https://research.monash.edu/en/persons/hean-tat-keh |website=Monash University}}

Prior to Australia, he taught at the Guanghua School of Management, Peking University, and the NUS Business School. Earlier in his career, he gained corporate experience at The Wharf (Holdings), Hong Kong.{{Cite web |url=https://www.monash.edu/news/articles/renowned-marketing-academic-joins-monash |title=Renowned marketing academic joins Monash |website=Monash University|date=20 March 2013 }}

He is currently a member of the editorial board of the International Journal of Research in Marketing,{{Cite web |url=https://www.sciencedirect.com/journal/international-journal-of-research-in-marketing/about/editorial-board |title=International Journal of Research in Marketing |website=Elsevier Journals}} Australasian Marketing Journal,{{Cite web |url=https://journals.sagepub.com/editorial-board/ANZ |title=Australasian Marketing Journal |website=SAGE Journals}} and previously served as an associate editor of the Journal of Business Research. Keh is an academic advisory board member of the CMO Council.{{Cite web |url=https://www.cmocouncil.org/profiles/686-hean-tat-keh |title=Members – CMO Council |website=www.cmocouncil.org}}

Major awards

ANZMAC Distinguished Marketing Researcher award 2019{{Cite web |url=https://anzmac.org/awards/ |title=ANZMAC Awards |website=ANZMAC}}
ANZMAC Distinguished Marketing Educator award 2018{{Cite web |url=https://www.monash.edu/business/news/2018/monash-business-schools-department-of-marketing-shines-at-2018-anzmac-awards |title=Monash Business School's Department of Marketing shines at 2018 ANZMAC awards |website=Monash Business School|date=11 December 2018 }}

Notably, Keh is one of only two academics to have received both the Distinguished Marketing Researcher and Distinguished Marketing Educator awards from ANZMAC.{{Cite web |url=https://anzmac.org/awards/ |title=ANZMAC Awards |website=ANZMAC}}

Selected publications

=Journal articles=

Keh has published over 50 journal articles.[https://orcid.org/0000-0002-3328-5669 ORCID] Based on the Financial Times list of Top 50 journals, Keh has published the following articles:

{{Cite journal |title=Feeling the values: How pride and awe differentially enhance consumers' sustainable behavioral intentions |first1=Li |last1=Yan |first2=Hean Tat |last2=Keh |first3=Kyle B. |last3=Murray |date=2024 |journal=Journal of the Academy of Marketing Science |doi=10.1007/s11747-023-00928-4 |doi-access=free}}
{{Cite journal |url=https://doi.org/10.1177/0022242921997359 |title=Gimmicky or effective? The effects of imaginative displays on customers' purchase behavior |first1=Hean Tat |last1=Keh |first2=Di |last2=Wang |first3=Li |last3=Yan |date=2021 |journal=Journal of Marketing |volume=85 |issue=5 |pages=109–127 |doi=10.1177/0022242921997359 |s2cid=233943216}}
{{Cite journal |url=http://dx.doi.org/10.1509/jm.10.0400 |title=Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter? |first1=Carlos J. |last1=Torelli |first2=Aysegul |last2=Ozsomer |first3=Sergio W. |last3=Carvalho |first4=Hean Tat |last4=Keh |first5=Natalia |last5=Maehle |date=2012 |journal=Journal of Marketing |volume=76 |issue=4 |pages=92–108 |doi=10.1509/jm.10.0400|s2cid=14063358 }}
{{Cite journal |url=https://doi.org/10.1509/jm.74.2.55 |title=Customer reactions to service separation |first1=Hean Tat |last1=Keh |first2=Jun |last2=Pang |date=2010 |journal=Journal of Marketing |volume=74 |issue=2 |pages=55–70 |doi=10.1509/jm.74.2.55|s2cid=220582315 |url-access=subscription }}
{{Cite journal |url=https://doi.org/10.1093/jcr/ucaa041 |title=Assimilating and differentiating: The curvilinear effect of social class on green consumption |first1=Li |last1=Yan |first2=Hean Tat |last2=Keh |first3=Jiemiao |last3=Chen |date=2021 |journal=Journal of Consumer Research |volume=47 |issue=6 |pages=914–936 |doi=10.1093/jcr/ucaa041|url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1086/665983 |title=The effect of attribute alignability on service evaluation: The moderating role of uncertainty |first1=Jin |last1=Sun |first2=Hean Tat |last2=Keh |first3=Angela Y. |last3=Lee |date=2012 |journal=Journal of Consumer Research |volume=39 |issue=4 |pages=831–847 |doi=10.1086/665983|s2cid=56538859 |url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1086/649772 |title=Lay theories of medicine and a healthy lifestyle |first1=Wenbo |last1=Wang |first2=Hean Tat |last2=Keh |first3=Lisa E. |last3=Bolton |date=2010 |journal=Journal of Consumer Research |volume=37 |issue=1 |pages=80–97 |doi=10.1086/649772|s2cid=14380022 |url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1509/jmkr.47.3.564 |title=How do price fairness perceptions differ across culture? |first1=Lisa E. |last1=Bolton |first2=Hean Tat |last2=Keh |first3=Joseph W. |last3=Alba |date=2010 |journal=Journal of Marketing Research |volume=47 |issue=3 |pages=564–576 |doi=10.1509/jmkr.47.3.564|s2cid=146141465 |url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1007/s11747-017-0527-8 |title=Consumer reliance on intangible versus tangible attributes in service evaluation: The role of construal level |first1=Ying |last1=Ding |first2=Hean Tat |last2=Keh |date=2017 |journal=Journal of the Academy of Marketing Science |volume=45 |issue=6 |pages=848–865 |doi=10.1007/s11747-017-0527-8|s2cid=168964738 |url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1016/j.jcps.2016.10.001 |title="Every coin has two sides": The effects of dialectical thinking and attitudinal ambivalence on psychological discomfort and consumer choice |first1=Jun |last1=Pang |first2=Hean Tat |last2=Keh |first3=Xiuping |last3=Li |first4=Durairaj |last4=Maheswaran |date=2017 |journal=Journal of Consumer Psychology |volume=27 |issue=2 |pages=218–230 |doi=10.1016/j.jcps.2016.10.001|url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1016/j.obhdp.2015.06.001 |title=Other-serving bias in advice-taking: When advisors receive more credit than blame |first1=Mauricio |last1=Palmeira |first2=Gerri |last2=Spassova |first3=Hean Tat |last3=Keh |date=2015 |journal=Organizational Behavior and Human Decision Processes |volume=130 |issue=Sep |pages=13–25 |doi=10.1016/j.obhdp.2015.06.001|url-access=subscription }}
{{Cite journal |url=https://doi.org/10.1007/s10551-019-04295-5 |title=Powering sustainable consumption: The roles of green consumption values and power distance belief |first1=Li |last1=Yan |first2=Hean Tat |last2=Keh |first3=Xiaoyu |last3=Wang |date=2021 |journal=Journal of Business Ethics |volume=169 |issue=3 |pages=499–516 |doi=10.1007/s10551-019-04295-5|hdl=10453/143072 |s2cid=204426529 |hdl-access=free }}
{{Cite journal |url=http://dx.doi.org/10.1016/j.jbusvent.2006.05.003 |title=The effects of entrepreneurial orientation and marketing information on the performance of SMEs |first1=Hean Tat |last1=Keh |first2=Thi Tuyet Mai |last2=Nguyen |first3=Hwei Ping |last3=Ng |date=2007 |journal=Journal of Business Venturing |volume=22 |issue=4 |pages=592–611 |doi=10.1016/j.jbusvent.2006.05.003|url-access=subscription }}
{{Cite journal |url=http://dx.doi.org/10.1111/1540-8520.00003 |title=Opportunity evaluation under risky conditions: The cognitive processes of entrepreneurs |first1=Hean Tat |last1=Keh |first2=Maw Der |last2=Foo |first3=Boon Chong |last3=Lim |date=2002|journal=Entrepreneurship Theory and Practice |volume=27 |issue=2 |pages=125–148 |doi=10.1111/1540-8520.00003|s2cid=144010815 |url-access=subscription }}

=Books=

{{cite book |last1=Lovelock |first1=C. |last2=Wirtz |first2=J. |last3=郭贤达 |last4=陆雄文 |title=服务营销（亚洲版·第2 版） |date=2007 |publisher=中国人民大学出版社 |isbn=978-7-300-08303-2|edition=2}}
{{cite book |last1=郭贤达 |last2=蒋炯文 |title=战略市场营销—经理人精要指南 |date=2006 |publisher=北京大学出版社 |isbn=9787301111246}}
{{cite book |last1=Lovelock |first1=C. |last2=Wirtz |first2=J. |last3=Keh |first3=Hean Tat |last4=Lu |first4=Xiongwen |title=Services Marketing in Asia: Managing People, Technology and Strategy, 2nd ed. |date=2005 |publisher=Prentice-Hall |isbn=0131275372|edition=2}}
{{cite book |last1=Keh |first1=Hean Tat |last2=Chiang |first2=Jeongwen |title=Strategic Asian Marketing: An Essential Guide for Managers |date=2004 |publisher=Prentice-Hall |isbn=978-9812445650}}

References

External links

{{Official website|https://research.monash.edu/en/persons/hean-tat-keh}}

Category:Living people

Category:Year of birth missing (living people)

Category:Marketing theorists

Category:Academic staff of Monash University

Category:University of Washington Foster School of Business alumni

Category:Alumni of the Hong Kong University of Science and Technology

Category:University of Macau alumni