Kenneth (Kaysan Khayr Fu Xian) Ho

As a driven scholar and educator from Edith Cowan University, my passion for consumer psychology, cross-cultural marketing and agribusiness is widely recognised. Before my career as an academic, I worked as a market research analyst where I gained unique experiences from undertaking various research projects commissioned by multi-national technology companies such as Microsoft, Google and Dropbox.

My most recent work published in the top- ranking journals such as Asia Pacific Journal of Marketing and Logistics and Journal of Consumer Marketing examines the impact of food labels (geographical origins indicators and brand logos) on consumers' purchase decision-making process. I believe my tenacity and dedication as an Educator will play a vital role in allowing me to excel in an organisation that is inspiring, dynamic and collaborative.

Research Publications:

Ho, K.F.X., Liu, F. Tarabashkina, L. & Volery, T., (2022). ‘Cross-cultural differences in consumers' attention to food labels', British Food Journal, https://doi.org/10.1108/BFJ-07-2021-0751

Ho, K.F.X., Liu, F. & Tarabashkina, L. (2023). ‘ A closer look at geographical indicators: how food labels influence product values, authenticity and willingness to pay premium prices. Asia Pacific Journal of Marketing and Logistics, 2023 (article in press), pp. https://doi.org/10.1108/APJML-11-2022-0926.

Rajaguru, R., Tarabashkina, L., Ho, K.F.X. (2023, 17 November). Encouraging consumers to buy climate change-affected food produce: Opportunities for the future  [Paper presentation] 2023 Korean Scholars of Marketing Science International Conference Proceedings 

Ho, K.F.X., Tarabashkina, L & Liu, F. (2023). ‘Pictorial branding: How anthropomorphic and naturalistic logos drive product value perceptions, expected product experience and willingness to pay a price premium?', Journal of Consumer Marketing (final round of revision-minor) Ref: JCM-09-2022-5629 

(Australian CRCHBP) Government / Industry Report: 'Label cues to influence honey purchases' https://www.crchoneybeeproducts.com/hive-to-customer/label-cues-to-influence-honey-purchases/ 

Latest  Project:

Tarabashkina, L., Ho, K.F.X., Rajaguru, R. (2024). 'I empathise, but: What matters when selecting climate-affected produce and what trumps empathy? ' Due for submission to Journal of Business Research (Special Issue) - 1st March 2024.

Reviewer- Journal of Asia Pacific Journal of Marketing and Logistics (ABDC List- A)

Business Services Award

• Australian Cooperative Research Centre for Honeybee products (Australian Government)
• Australian Marketing Institute
• American Psychological Association
• Western Australia Chinese Scientist Association

Dr. Ashlee Morgan, Edith Cowan University (Course Coordinator Marketing and Entrepreneurship) 

Dr. Saleem Sadeque, Edith Cowan University, Lecturer (Honours Research Supervisor)

Dr. Liudmila Tarabashkina, University of Western Australia, Senior Lecturer & Honours Program Coordinator (PhD Supervisor)

(Contact details will be given upon request)