| GOING GREEN: A STUDY OF CONSUMERS'WILLINGNESS TO PAY FOR GREEN PRODUCTS IN KOTA KINABALU CH Tsen, IG Phang, H Hasan, MR Buncha International Journal of Business and Society 7 (2), 40, 2006 | 320 | 2006 |
| Customer loyalty in Sabah full service restaurant IG Phang, N Zheng Lin, M Xu, R Thurasamy Asia Pacific Journal of Marketing and Logistics 32 (7), 1407-1429, 2020 | 74 | 2020 |
| Antecedents of consumer attitude towards blogger recommendations and its impact on purchase intention IG Phang, T Ming Asian Journal of Business and Accounting 11 (1), 293-323, 2018 | 64 | 2018 |
| In pursuit of financial well-being: the effects of financial literacy, financial behaviour and financial stress on employees in Labuan Z Osman, EM Madzlan, IG Phang International Journal of Service Management and Sustainability 3 (1), 55-94, 2018 | 54 | 2018 |
| CORPORATE REBRANDING AND THE EFFECTS ON CONSUMERS'ATTITUDE STRUCTURE IG Phang International Journal of Business and Society 13 (3), 255, 2012 | 32 | 2012 |
| An establishment of the role of private and public sector interests in the context of tourism transport planning and development: the case of Malaysia S Cheuk, J Liew-Tsonis, IG Phang, IA Razli International Business & Economics Research Journal (IBER) 9 (2), 2010 | 30 | 2010 |
| Does sustainable consumption matter? Consumer grocery shopping behaviour andthe pandemic IG Phang, B KPD Balakrishnan, H Ting Journal of Social Marketing 11 (4), 507-522, 2021 | 23 | 2021 |
| Purchase behaviour in advergame and the effect of brand attitude as a mediator AAA Adis, HJ Kim, MRA Majid, Z Osman, IA Razli, IG Phang Asian Social Science 11 (5), 249, 2015 | 20 | 2015 |
| An examination of the celebrity endorsers’ characteristics and their relationship with the image of consumer products IG Phang, F Furuoka Unitar E-Journal 3 (2), 27-41, 2007 | 19 | 2007 |
| Korean wave and Malaysian young adults: Attitudes, intention and behaviour IG Phang, Z Osman Malaysian Journal of Business and Economics (MJBE) 5 (1), 77-77, 2018 | 18 | 2018 |
| Consumer adoption of on‐demand digital platforms: An integrated model TY Lim, BCY Lim, CM Leong, IG Phang, WH Foong Global Business and Organizational Excellence 42 (6), 75-88, 2023 | 17 | 2023 |
| The impact of advertising position and games experience on purchase intention in advergaming P Ing, A Azizi Interdisciplinary Journal of Contemporary Research in Business 1 (4), p40-51, 2009 | 17 | 2009 |
| Mediation role of attitude towards product placement in social media AAA Adis, IG Phang, Z Osman, IA Razli, YX Pang, SL Sondoh Jr, ... Journal of Sustainable Development 8 (3), 79, 2015 | 16 | 2015 |
| Customer engagement and loyalty issues in omnichannel fast-food industry IG Phang, JE Ng, KS Fam International Journal of Business and Society 22 (3), 1429-1448, 2021 | 15 | 2021 |
| Antecedents to consumer intention to buy luxury brands IG Phang, AA Adis, Z Osman Malaysian Journal of Business and Economics (MJBE) 3 (1), 2016 | 14 | 2016 |
| The influence of consumer characteristics on the acceptance of new seaweed food products IG Phang, LY Ling, J Eng, JM Alin Jurnal Kemanusiaan 8 (1), 2010 | 14 | 2010 |
| An examination of the challenges involved in distributing a strong and consistent destination image in the marketing of tourism in Malaysia IG Phang, J Liew-Tsonis, S Cheuk, IA Razli International Business & Economics Research Journal (IBER) 9 (1), 2010 | 14 | 2010 |
| Young Malaysian consumers’ attitude and intention to imitate Korean celebrity endorsements WRW Mat, HJ Kim, AAA Manaf, IG Phang, AAA Adis Asian Journal of Business Research 9 (3), 1, 2019 | 13 | 2019 |
| Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables G Phang, EC de Run Jurnal Kemanusiaan 5 (2), 2007 | 12 | 2007 |
| Marketing Mix and STP Strategies: An Exploratory Study into Grocery Retailers in Malaysia IG Phang, Z Osman, L Tze-Yin Asian Journal of Entrepreneurship 1 (4), 129-143, 2020 | 11 | 2020 |
