Dr Crystal Yap

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Associate Professor

Email: crystal.yap@aut.ac.nz

ORCID: ORCID logo https://orcid.org/0000-0002-5827-0084


  • PhD, University of Malaya
  • MBA, University of Dubuque
  • Postgraduate Diploma in Marketing, Chartered Institute of Marketing (CIM)
  • Cambridge International Diploma for Teachers & Trainers, University of Cambridge


Crystal joined the Marketing Department in February 2012. Crystal is a highly motivated academic with two decades of teaching experience in higher education. Prior to her appointment at AUT Business School, Crystal worked at Monash University Malaysia and has served as the adjunct faculty member for Keele University, Northumbria University, and Murdoch University during the early years of her academic career. These enriching experiences have exposed her to various educational systems and practices in the United Kingdom, Australia, and New Zealand. Before entering academia, Crystal was a regional product manager in a Singaporean-based company specialising in high-end interior soft furnishing products. Crystal also has experience in consultancy business and corporate training. This corporate exposure anchors her strengths in retail operations and marketing management. Crystal received her PhD in Marketing from the University of Malaya in 2010. She also holds an MBA from the University of Dubuque, a postgraduate diploma in marketing, and the Cambridge International Diploma for Teachers and Trainers from the University of Cambridge.

Research interests:

Crystal’s primary research centres on consumer behaviour with a specific application in health marketing and consumer well-being. Her research interests also span online social behaviours. She has supervised over 20 postgraduate research students in these areas of research. Crystal’s research draws from and contributes to several streams of research, such as those on preventive health marketing, consumer vulnerability, behavioural change, life transitions and consumption, and sustainable consumption. She is available to supervise postgraduate students who share similar research interests.

Current research projects:
• Family disruptions and child health
• A framework for preventive health marketing
• Consumer literacy, policy and vulnerability
• Service design and consumer vulnerability
• Consumption of financial products among vulnerable consumers
• Sensory marketing and healthcare environment
• A holistic perspective on second-hand clothes consumption
• Mindful consumerism

Teaching summary:

Crystal favours classroom dynamics and student-centred teaching that fosters independent learning among students. Fostering research-led teaching is the cornerstone of her pedagogy. She brings consumer behaviour to life by mentoring students on designing social marketing campaigns (e.g., mental health, anti-alcohol campaign, and child health promotion). Crystal aspires to increase awareness among her students that consumer behaviour knowledge can contribute beyond for-profit marketing to mitigating social issues and policy formulation. She also believes that allowing autonomy in the learning process is central to teaching and learning, and hence students should be made the protagonists of their learning experience.

Fields of research:

  • Health Promotion
  • Marketing
  • Consumption and Everyday Life

    Research outputs:

    Journal articles

    • Stewart, C. R., & Yap, S. (2020). Low literacy, policy and consumer vulnerability: Are we really doing enough?. International Journal of Consumer Studies. doi:10.1111/ijcs.12569

    • Kirkwood, M., Yap, S. -F., & Xu, Y. (2019). An exploration of sport fandom in online communities. International Journal of Sport Communication, 12(1), 55-78. doi:10.1123/ijsc.2018-0133

    • Park, H. E., Yap, S. F. C., & Makkar, M. (2019). A laddering study of motivational complexities in mobile shopping. Marketing Intelligence and Planning, 37(2), 182-196. doi:10.1108/MIP-03-2018-0104

    • Makkar, M., & Yap, S. F. (2018). Emotional experiences behind the pursuit of inconspicuous luxury. Journal of Retailing and Consumer Services, 44. doi:10.1016/j.jretconser.2018.07.001

    • Yap, S. F., Kim, J. E., Lee, C. K. C., Xu, Y., & Kim, J. (2018). Social capital and health risk: An integrative review. Australasian Marketing Journal, 8 pages. doi:10.1016/j.ausmj.2018.10.012

    • Yap, C., & Makkar, M. (2018). The anatomy of the inconspicuous luxury fashion experience. Journal of Fashion Marketing and Management, 22(1). doi:10.1108/JFMM-08-2017-0083

    • Yap, C., & Kapitan, S. (2017). Consumption coping and life transitions: An integrative review. Australasian Marketing Journal, 25(3). doi:10.1016/j.ausmj.2017.04.003

    • Lee, C. K. C., Yap, C., & Levy, D. S. (2016). Place identity and sustainable consumption: Implications for social marketing. Journal of Strategic Marketing, 24(7). doi:10.1080/0965254X.2016.1148758

    • Xu, Y., Yap, C., & Hyde, K. F. (2016). Who is talking, who is listening? Service recovery through online customer-to-customer interactions. Marketing Intelligence and Planning, 34(3). doi:10.1108/MIP-03-2015-0053

    • Yap, C., & Gaur, S. S. (2016). Integrating functional, social, and psychological determinants to explain online social networking usage. Behaviour and Information Technology, 35(3). doi:10.1080/0144929X.2015.1035336

    • Lee, C. K. C., Levy, D. S., & Yap, C. (2015). How does the theory of consumption values contribute to place identity and sustainable consumption?. International Journal of Consumer Studies, 39(6). doi:10.1111/ijcs.12231

    • Ewe, S. Y., Yap, C., & Lee, C. K. C. (2015). Network externalities and the perception of innovation characteristics: Mobile banking. Marketing Intelligence and Planning, 33(4). doi:10.1108/MIP-01-2014-0006

    • Yap, C., Noor, N. A. M., Marshall, R., & Liew, K. -H. (2014). Promoting preventive health behaviour among young Malaysian consumers: Toward an integrated conceptual framework. Australasian Marketing Journal, 22(3). doi:10.1016/j.ausmj.2014.08.011

    • Yap, C., & Gaur, S. (2014). Consumer dissonance in the context of online consumer behaviour: A review and research agenda. Journal of Internet Commerce, 13(2). doi:10.1080/15332861.2014.934647

    • Noor, N. A. M., Yap, C., Liew, K. -H., & Rajah, E. (2014). Consumer attitudes toward dietary supplements consumption: Implications for pharmaceutical marketing. International Journal of Pharmaceutical and Healthcare Marketing, 8(1). doi:10.1108/IJPHM-04-2013-0019

    • Yap, C., & Lee, C. K. C. (2014). Leveraging the power of online social networks: A contingency approach. Marketing Intelligence and Planning, 32(3). doi:10.1108/MIP-03-2013-0048

    • So, J. T., Parsons, A. G., & Yap, C. (2013). Corporate branding, emotional attachment and brand loyalty: The case of luxury fashion branding. Journal of Fashion Marketing and Management, 17(4). doi:10.1108/JFMM-03-2013-0032

    • Yap, C., & Lee, C. K. C. (2013). Does personality matter in exercise participation?. Journal of Consumer Behaviour, 12(5). doi:10.1002/cb.1442

    • Yap, C., Othman, M. N., & Wee, Y. -G. (2013). Comparing theories to explain exercise behaviour: A socio-cognitive approach. International Journal of Health Promotion and Education, 51(3). doi:10.1080/14635240.2012.758880

    • Yap, C., Othman, M. N., & Wee, Y. -G. (2013). The fallacy of one-dimensional theory of planned behaviour structure in predicting health behaviour. International Journal of Behavioural and Healthcare Research, 4(1). doi:10.1504/IJBHR.2013.054516

    • Yap, C., Leong, S. M., & Wee, Y. G. (2012). Store brand proneness: Effects of perceived risks, quality, and familiarity. Australasian Marketing Journal, 20(1). doi:10.1016/j.ausmj.2011.10.014

    • Othman, M. N., & Yap, S. F. (2011). An analysis of the healthy lifestyle consumers. Journal of American Academy of Business, Cambridge, 16(2).

    • Yap, S. F., Othman, M. N., & Wee, Y. G. (2011). Examining the relationship between gender, age, education level and social cognitive factors in a health setting.. International Journal of Business and Management, 6(9).

    • Yap, S. F., & Othman, M. N. (2010). Marketing to healthy lifestyle consumers: An analysis of demographic and social cognitive factors. Asia Pacific Management Review, 15(4).

    • Yap, S. F., & Liew, K. H. (2009). Exercise as a healthy lifestyle choice: A review and avenues for future research. International Business Research, 2(1).

    • Yap, S. F., & Sabaruddin, N. A. (2008). An extended model of theory of planned behaviour in predicting exercise intention. International Business Research, 1(4).

    Book chapters

    • So, J. T., Yap, S. F., & Parsons, A. G. (2015). Corporate branding, emotional attachment and brand loyalty: The case of luxury fashion branding. In New Perspectives in Luxury Branding. Emerald Group Publishing Limited. Retrieved from http://www.amazon.com/gp/product/1785608630/ref=olp_product_details?ie=UTF8&me=

    • Makkar, M., Gaur, S., & Yap, S. -F. (2014). The commoditization of luxury. In M. Enke, A. Geigenmüller, & A. Leischnig (Eds.), Commodity marketing (pp. 473-494). Wiesbaden, Germany: Springer Gabler. doi:10.1007/978-3-658-02925-8

    • Wee, Y. G., Ahmad, K. Z., & Yap, S. F. (2013). Adoption of business strategy and high involvement human resource practices. In Entrepreneurial Education and Entrepreneurship in Malaysia: Book of Readings, Volume II (pp. 106-132). Malaysia: Universiti Malaysia Kelantan.

    • Wee, Y. G., Ahmad, K. Z., & Yap, S. F. (2011). Adoption of Business Strategy and High Involvement Human Resource Practices. Entrepreneurial Education and Entrepreneurship in Malaysia. In Book of Readings. Universiti Malaysia Kelantan.

    Conference contributions

    • Lyulicheva, M., Yap, C., & Hyde, K. (2019). Holistic wellness retreat experience and identity change. In ANZMAC. Victoria University of Wellington: Victoria University of Wellington. Retrieved from https://confer.nz/anzmac2019/

    • Makkar, M., Yap, C., Belk, R., & Glynn, M. (2018). Heterotopic Airbnb spaces: How Sharing romanticises exchange markets. In 2018 ANZMAC Conference Proceedings (pp. 172). Adelaide.

    • Makkar, M., Yap, C., Belk, R., & Glynn, M. (2017). Unpacking cultural meanings behind collaborative consumption marketplaces. In ANZMAC 2017 Marketing for Impact Conference Proceedings. Melbourne: RMIT University. Retrieved from https://anzmac.wildapricot.org/conference

    • Gaur, S., Yap, C., Ho, J. S. Y., & Kucherenko, Y. (2017). Consumers’ relational behaviour: An integrated model of psychological contracts, trust and commitment. In 2017 Summer AMA Conference. Innovation & Sustainability in Marketing Vol. 28. San Francisco: American Marketing Association. Retrieved from https://www.ama.org/

    • Makkar, M., Yap, C., Belk, R. W., & Glynn, M. (2017). A disruption of market exchange: Unpacking cultural meanings behind collaborative consumption marketplaces. In Consumer Culture Theory Conference. California. Retrieved from https://merage.uci.edu/events/2017/07/cct2017.html

    • Zhang, R. M., Yap, S. F., & Xu, Y. Z. (2016). Online opinion leadership in negative e-WOM dissemination. In ANZMAC 2016 Conference. Christchurch.

    • Park, H., & Yap, S. F. (2016). Individual motivational complexities in the mobile shopping context. In ANZMAC 2016 Conference. Christchurch.

    • Kirkwood, M., & Yap, S. F. (2016). Virtual social capital: The way forward to creating peer-to-peer value. In Marketing in a post-disciplinary era (pp. 846). Christchurch.

    • Lyulicheva, M., Yap, S. F., & Gaur, S. (2016). Critical Life Event, Leisure Consumption and Psychological Well-being. In 41st Annual Macromarketing Conference. Dublin. Retrieved from http://macromarketing2016.org/

    • Dent, M. M., Gaur, S. S., Wang, H., & Yap, C. (2016). Global consumption of social media by international and national travellers. In ANZIBA Conference 2016. Sydney.

    • Yap, C., Gaur, S. S., Madan, S., & Homan, J. (2015). Re-thinking online purchases: A netnography analysis of cognitive dissonance. In 2015 AMA Summer Marketing Educators’ Conference, American Marketing Association. Chicago.

    • Gaur, S., Patel, P., Khan, J., Yap, S. F., Quazi, A., & Tao, M. (2015). An analysis of consumers sustainable disposable behavior in relation to fast-fashion. In 2015 Association for Consumer Research, Asia Pacific Conference. Hong Kong.

    • Yap, S. -F., Xu, Y., Kim, K., & Kim, J. -E. (2015). I will be there for you: The power of virtual social capital. In Proceedings of QUIS14 - Accelerate the Impact of Service Research (pp. 75-78). Shanghai. Retrieved from https://tutcris.tut.fi/

    • Xu, Y., & Yap, S. F. (2014). Service recovery through customer-to-customer interactions. In Frontiers in Service Conference. Miami, Florida. Retrieved from http://bus.miami.edu/

    • Makkar, M., Gaur, S., & Yap, S. F. (2013). Luxury and counterfeit consumption: An eExploratory analysis from the consumer’s perspective. In ANZMAC 2013 Conference. Auckland. Retrieved from http://wired.ivvy.com/event/ANZMC1/agenda

    • Chan, L. T., Lee, C. K. C., & Yap, S. F. (2013). Identity and sustainable consumption: A glocal-cultural identity perspective. In ANZMAC 2013 Conference. Auckland. Retrieved from http://wired.ivvy.com/event/ANZMC1/agenda

    • Gaur, S., Yap, S. F., & Han, D. (2013). Relationship selling behaviors’ impact on sales performance: the moderating role of salesperson’s information overload. In 2013 Summer Marketing Educators' Conference, American Marketing Association (AMA). Boston. Retrieved from http://www.marketingpower.com/Calendar/Documents/2013/SE13BO_Program_Prelim.pdf

    • Herjanto, H., Gaur, S., & Yap, S. F. (2013). Consumer emotional responses to emotional appeal advertising within an online social network context. In 16th World Marketing Congress, Academy of Marketing Science. Melbourne. Retrieved from http://ams-web.org/associations/213/files/WMC16Program.pdf?convnbr=11500

    • Wee, Y. G., Yap, S. F., & Ibrahim, M. D. (2013). Determinants of family business performance: Succession issues and experiences as the potential mediators. In The International Business Information Management Conference (20th IBIMA). Kuala Lumpur. Retrieved from http://www.ibima.org/KL2013/program.html

    • Mohd Nor, N. A., Liew, K. H., & Yap, S. F. (2012). Consumer Attitudes towards Dietary Supplement Products: Testing the Theory of Planned Behaviour. In 1st Multidisciplinary Academic Conference. Prague.

    • Mohd Nor, N. A., Liew, K. H., & Yap, S. F. (2012). Consumption of dietary supplement products among Malaysian consumers: The roles of attitude, social influence and perceived behavioural control. In Technology, Science, Social Sciences and Humanities International Conference. Langkawi, Kedah. Retrieved from http://www.tesshi2012.org/file_download/Tesshi2012schedule.pdf

    • Levy, D., Lee, C. K. C., & Yap, S. F. (2012). Places and their distinctive personalities: A multi-stakeholder approach. In 19th Congress of the European Real Estate Society.. Edinburgh. Retrieved from http://web.sbe.hw.ac.uk/

    • Ewe, S. Y., Yap, S. F., & Lee, C. K. C. (2012). The effect of network externalities on the perception of a new service offering: Mobile banking. In 2012 Global Marketing Conference. Seoul. Retrieved from http://www.google.co.nz/

    • Levy, D., Lee, C. K. C., & Yap, S. F. (2012). Suburbs and their distinctive personalities: Implications to place branding. In 18th Pacific Rim Real estate Society Conference. . Retrieved from http://www.prres.net/

    • Yap, S. F., Othman, M. N., & Liew, K. H. (2011). Predicting exercise behaviour among urban Malaysians. In Australian & New Zealand Marketing Academy (ANZMAC). Perth.

    • Ewe, S. Y., & Yap, S. F. (2011). Understanding the fundamental building blocks of mobile banking adoption: A qualitative approach. In World Business and Economics Research Conference. Auckland.

    • Poon, W. C., Yap, S. F., & Ong, T. P. (2010). Academic stress and health outcomes: Evidence from undergraduate students. In International Conference of Education, Research and Innovation. Spain.

    • Leong, S. M., Yap, S. F., & Liew, K. H. (2010). Examining the antecedents of store brand purchase intention: A contingency approach.. In Australian & New Zealand Marketing Academy (ANZMAC). Christchurch.

    • Yap, S. F., Othman, M. N., & Lim, L. L. K. (2010). Marketing to healthy lifestyle segment in today’s competitive environment. In Australian & New Zealand Marketing Academy (ANZMAC). Christchurch.

    • Poon, W. C., Ting, D. H., & Yap, S. F. (2009). E-Marketing communication: A study from the Malaysian telecommunications service providers. In Global Research in Business and Economics. Kuala Lumpur.

    • Yap, S. F., & Othman, M. N. (2009). Analysis of the healthy lifestyle consumers. In 11th International Business Research Conference. Sydney.

    • Yap, S. F., & Othman, M. N. (2008). Alternative models testing in predicting consumer healthy lifestyle behaviour: An application of structural equation modelling.. In Applied International Business Conference. Labuan.

    • Yap, S. F., & Othman, M. N. (2008). A discriminant analysis of the healthy lifestyle consumer segment.. In Asian Forum on Business Education. Kuala Lumpur.