Doctor Michael Lwin

Doctor Michael Lwin

Lecturer,
Hospitality, Marketing & Sport

Biography

Dr. Michael Lwin specialises in advertising appeals, specifically in guilt appeals. His area of research interest includes emotions in advertising, luxury branding, digital marketing, digital piracy, charitable donations, scepticism, retail borrowing and labelling. He is the Academic Lead for Assurance of Learning for HMS, and the unit coordinator for Marketing Communications. He has previously served as the Advertising Course Co-ordinator and he is a founding member of the Luxury Branding Research Cluster. He has also received competitive research funding from Healthway and the Australian Red Cross Blood Services. He has published in a number of A-ranked (ABDC) journals such as the, Journal of Marketing Management, Journal of Retailing and Consumer Services, Journal of Vacation Marketing, and Internet Research. Michael has also won a number of accolades for his contribution in teaching and research.

This information has been contributed by Doctor Lwin.

Qualifications

  • PhD Curtin University of Technology

Interests

  • Advertising
  • Digital Media
  • Charitable Donation
  • Luxury Brand Management
  • Retail Borrowing

Organisational Unit (School / Division)

  • Hospitality, Marketing & Sport

Committees

  • Assurance of Learning

Contact

Email: M.Lwin@westernsydney.edu.au
Phone: (02) 9685 9996
Mobile:
Location: 1.8.65

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Teaching

Previous Teaching Areas

  • 200086 Marketing Communications, 2018
  • 200830 Internship, 2018
  • 201026 Digital Marketing, 2019

Publications

Journal Articles

  • Quintal, V., Lwin, M., Phau, I. and Lee, S. (2019), 'Personality attributes of botanic parks and their effects on visitor attitude and behavioural intentions', Journal of Vacation Marketing, vol 25, no 2 , pp 176 - 192.
  • Shimul, A., Phau, I. and Lwin, M. (2019), 'Conceptualising luxury brand attachment : scale development and validation', Journal of Brand Management, vol 26, no 6 , pp 675 - 690.
  • Lindenmeier, J., Lwin, M., Andersch, H., Phau, I. and Seemann, A. (2017), 'Anticipated consumer guilt : an investigation into its antecedents and consequences for fair-trade consumption', Journal of Macromarketing, vol 37, no 4 , pp 444 - 459.
  • Casidy, R., Lwin, M. and Phau, I. (2017), 'Investigating the role of religiosity as a deterrent against digital piracy', Marketing Intelligence and Planning, vol 35, no 1 , pp 62 - 80.
  • Casidy, R., Phau, I. and Lwin, M. (2016), 'The role of religious leaders on digital piracy attitude and intention', Journal of Retailing and Consumer Services, vol 32 , pp 244 - 252.
  • Casidy, R., Phau, I. and Lwin, M. (2016), 'Religiosity and digital piracy : an empirical examination', Services Marketing Quarterly, vol 37, no 1 , pp 1 - 13.
  • Phau, I., Teah, M. and Lwin, M. (2014), 'Pirating Pirates of the Caribbean : the curse of cyberspace', Journal of Marketing Management, vol 30, no 3-4 , pp 312 - 333.
  • Teah, M., Lwin, M. and Cheah, I. (2014), 'Moderating role of religious beliefs on attitudes towards charities and motivation to donate', Asia Pacific Journal of Marketing and Logistics, vol 26, no 5 , pp 738 - 760.
  • Lwin, M. and Phau, I. (2014), 'An exploratory study of existential guilt appeals in charitable advertisements', Journal of Marketing Management, vol 30, no 13-14 , pp 1467 - 1485.
  • Lwin, M., Phau, I. and Lim, A. (2014), 'An investigation of the characteristics of Australian charitable donors', Journal of Nonprofit and Public Sector Marketing, vol 26, no 4 , pp 372 - 389.
  • Phau, I., Lim, A., Liang, J. and Lwin, M. (2014), 'Engaging in digital piracy of movies : a theory of planned behaviour approach', Internet Research, vol 24, no 2 , pp 246 - 266.
  • Lwin, M., Phau, I., Huang, Y. and Lim, A. (2014), 'Examining the moderating role of rational-versus emotional-focused websites : the case of boutique hotels', Journal of Vacation Marketing, vol 20, no 2 , pp 95 - 109.
  • Lwin, M. and Phau, I. (2013), 'Effective advertising appeals for websites of small boutique hotels', Journal of Research in Interactive Marketing, vol 7, no 1 , pp 18 - 32.
  • Lwin, M., Phau, I. and Lim, A. (2013), 'Charitable donations : empirical evidence from Brunei', Asia-Pacific Journal of Business Administration, vol 5, no 3 , pp 215 - 233.
  • Lwin, M. (2009), 'The role of rational and emotional appeals on website promotion', Marketing Insights, .
  • Lwin, M. (2009), 'Characteristics affecting charitable donations : an investigation in Brunei', Marketing Insights, .
  • Lwin, M. and Phau, I. (2008), 'The role of existential guilt appeals in charitable advertisements', Marketing Insights, .

Conference Papers

  • Lwin, M. and Phau, I. (2011), 'Effectiveness of reactive guilt appeals in service advertisements', Australian & New Zealand Marketing Academy. Conference, Perth, W.A..
  • Lwin, M. and Phau, I. (2011), 'The role of guilt appeals on donation behavior', World Business Congress, Poznan, Poland.
  • Lwin, M. and Phau, I. (2010), 'Characteristics of charitable donors in Australia', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
  • Lwin, M. and Phau, I. (2010), 'Conceptualising anticipatory guilt in a non-durable consumer goods context', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
  • Teah, M., Phau, I. and Lwin, M. (2010), 'Investigating factors influencing attitudes and intentions towards downloading', European Institute of Retailing and Services Studies. Conference, Istanbul, Turkey.
  • Phau, I., Teah, M. and Lwin, M. (2009), 'Facilitating conditions and social factors as predictors of attitudes and intentions to illegally download', Australian & New Zealand Marketing Academy. Conference , Melbourne, Vic..
  • Lwin, M. and Phau, I. (2008), 'Exploring existential guilt appeals in the context of charitable advertisements', Australian & New Zealand Marketing Academy. Conference, Sydney, N.S.W..
  • Lwin, M. and Phau, I. (2008), 'Guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising', Australian & New Zealand Marketing Academy. Conference, Sydney, N.S.W..

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