Ho Keat Leng

Ho Keat Leng holds a Bachelor’s Degree in Business Administration from the National University of Singapore, a Master’s Degree in Business Administration from the University of Leicester, and a Doctor of Philosophy in Business and Management from the University of South Australia. He is also an accredited Teacher in Higher Education with the Staff and Educational Development Association, United Kingdom. Ho Keat currently serves an Assistant Professor at the National Institute of Education, Nanyang Technological University. He is also the Academic Advisor to Aston Group Hong Kong. Prior to his academic career, he worked for several years in the retail and distributive industry. His primary research interests are retail management, sports marketing, and education.

Publications

Social Media Marketing Strategies of Football Clubs: Limitations of Social Influence
Social Media Marketing Strategies of Football Clubs: Limitations of Social Influence
Wee Hern Ong, Ho Keat Leng. © 2022. 10 pages.
Sports organisations, including football clubs, are using social media to connect with spectators. The aim of this study is to examine whether social influence on social media...
Eye Tracker Technology in Sports Sponsorship Research
Eye Tracker Technology in Sports Sponsorship Research
Ho Keat Leng, Philip Phua. © 2021. 8 pages.
Sports sponsorship is a common marketing strategy for many commercial organisations. There has been an interest in examining the effectiveness of this strategy particularly in...
Effect of Brand Familiarity on Sponsor Recall: Evidence from Swimming Competitions
Effect of Brand Familiarity on Sponsor Recall: Evidence from Swimming Competitions
Ho Keat Leng, Xinran Wu, Deping Zhong. © 2021. 14 pages.
The aim of this study was to examine the effect of brand familiarity on sponsor recall. 196 respondents in China and Singapore were exposed to video clips from the 14th FINA...
Effect of Social Environment on Brand Recall in Sports Video Games
Effect of Social Environment on Brand Recall in Sports Video Games
Ho Keat Leng, Ibrahim Mohamad Rozmand, Yu Hong Low, Yi Xian Philip Phua. © 2021. 11 pages.
Studies have shown that in-game advertisements can be effective. However, these studies typically examine single player scenarios. This study aimed to investigate the effects of...
Effect of Brand Familiarity on Sponsor Recall: Evidence from Swimming Competitions
Effect of Brand Familiarity on Sponsor Recall: Evidence from Swimming Competitions
Ho Keat Leng, Xinran Wu, Deping Zhong. © 2019. 12 pages.
The aim of this study was to examine the effect of brand familiarity on sponsor recall. 196 respondents in China and Singapore were exposed to video clips from the 14th FINA...
Emerging Trends and Innovation in Sports Marketing and Management in Asia
Emerging Trends and Innovation in Sports Marketing and Management in Asia
Ho Keat Leng, Noah Yang Hsu. © 2015. 355 pages.
Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need...
Marketing Higher Educational Institutions on Social Network Sites
Marketing Higher Educational Institutions on Social Network Sites
Ho Keat Leng, Dahlia Leng. © 2015. 14 pages.
With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However...
Marketing Higher Educational Institutions on Social Network Sites
Marketing Higher Educational Institutions on Social Network Sites
Ho Keat Leng, Dahlia Leng. © 2014. 14 pages.
With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However...