Khim Hoo

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PhD Candidate



  • PhD (Marketing) Candidate
  • MA (International Business Management for China with Distinction)
  • MBA (International Marketing, First Class)
  • B. Business (Accountancy)


His present aim is to become an academician in teaching and researching. Khim possesses many years of industry experience in sales, marketing, and business development capacities. As a result, he develope an interest in research around pricing strategies and policies in marketing, i.e., price cues, price guarantees, money-back guarantees and consumer behavior. He is undertaking PhD in Marketing at AUT and enjoy playing golf whenever possible.

Research Summary:

Research Supervisor/s

  • Professor Ben Wooliscroft
  • Dr. Megan Phillips

Thesis title

Truth and Myths About Price Guarantees: Good in Theory, Bad in Practice? An Empirical Investigation of Its Consequences on Consumer Perspective.

PhD research summary

Khim’s PhD thesis will be following a Format 2 Thesis - Manuscript structure with three sub-areas of study leading to the main topic’s study objective, presented through three manuscripts:

  • Systematic Literature Review and Agenda for Future Research on Price Guarantees.
  • Truth and Myths About Price Guarantees: An Empirical Investigation of ANZ Retailers’ Practice on Consumers’ Post-Purchase Refund Request.
  • Is Price Guarantees Good in Theory, Bad in Practice? Consumers’ Post-Purchase Beliefs and Attitudes Towards The Refund Policy on Satisfaction.


  • AUT Faculty of Business, Economics and Law Doctoral Scholarship Award (2019-2022)