CAROLINE TAN Sue Lin

Affiliation
Institute of Business Sciences
Official title
Associate Professor
Research fields
Management
Research keywords
Consumer Behaviour
Fan behaviour
Sustainability
Branding
Social Media
Research projects
Harnessing 'Digital India' - Scope for Technology Adoption by Unorganized Retailers2019-02 -- 2022-02Dr.S. Selvabaskar (India), Caroline S.L. Tan (Japan)Ministry of Human Resource Development, Government of India/8,000,000Yen
Exploring Digital Media Contents in Transforming Lower Level Sports Fans2019-04 -- 2024-03CAROLINE TAN Sue LinJapan Society for the Promotion of Science/Grant-in-Aid for Early-Career Scientists4,290,000Yen
Consumer Behavior for Sustainable Marketing: Understanding How To Market and Make Sustainability Work in Japan and Overseas2015-04 -- 2019-03CAROLINE TAN Sue LinJapan Society for the Promotion of Science/Grant-in-Aid for Young Scientists(B)3,900,000Yen
Career history
2014-04 -- (current)University of TsukubaGraduate School of Business SciencesAssociate Professor
2015-10 -- (current)Keio UniversityFaculty of Business and CommerceSpecially Invited Visiting Associate Professor
2013-04 -- (current)Rikkyo UniversityCollege of BusinessAdjunct Faculty
2011-04 -- 2014-03Toyo UniversityDepartment of International EconomicsSenior Lecturer
2010-04 -- 2012-03Reitaku UniversityDepartment of Foreign LanguagesAdjunct Lecturer
2009-04 -- 2014-03Cicom BrainsGlobal Leader SchoolInstructor
2004-05 -- 2004-09Teleplan NVSupply ChainAPAC Supply Chain Manager
2003-10 -- 2004-05Agilent TechnologiesGlobal Oracle ERP Deployment TeamGlobal ERP Deployment Support Manager
2002-07 -- 2003-10Agilent TechnologiesMaterialsProcurement Manager
2002-02 -- 2002-07Agilent TechnologiesMaterialsSenior Procurement Executive
more...
Academic background
2005-10 -- 2012-06Keio University Graduate School of Media and Governance Marketing
2004-10 -- 2005-09Keio University Media and Governance Research Student
2002-04 -- 2005-04University of Portsmouth Management MBA
1994-06 -- 1999-04University Science Malaysia Social Sciences Social Development Administration
Degree
2012-06Ph.D. (Media and Governance)(Keio University)
Academic societies
2023-08 -- (current)Society for Consumer Psychology
2022-03 -- (current)American Psychological Association
2017-02 -- (current)American Marketing Association
2014-07 -- (current)Association of Consumer Research
2018-05 -- 2019-04Japan Marketing Association
Honors & Awards
2022-08Winner of Outstanding Paper in the 2022 Emerald Literati Awards
2020-07Waseda University Teaching Award (WBS)Best Professor
Articles
Books
Conference, etc.
  • Why do you refuse to buy? Examining the intention to boycott ethical fashion
    Tan Caroline Sue Lin
    17th Annual Conference of the EuroMed Academy of Business/2024-11-11
  • Public Discourse on the Paris 2024 Olympic Games: Analyzing Sustainability and Inclusivity Concerns on Social Media.
    Tan Caroline Sue Lin
    The Mediterranean Tourism Knowledge Exchange and Policy Forum/2024-11-25
  • Supporting brand activism: examining buycott, the intention to share on social media and the moderating effect of social compliance brand commitment
    Caroline Tan Sue Lin
    AMA Global Marketing SIG 2024 Conference/2024-05-24
  • Examining the effect of gender on advertising on ad and brand attitude: Through the lens of Japanese consumers
    Caroline Tan Sue Lin
    28th International Conference on Corporate and Marketing Communication/2024-03-26--2024-03-27
  • I choose NOT to travel: Gen Z tourists’ Boycott Behaviour in the face of social justice activism
    Caroline Tan Sue Lin
    Mediterranean Tourism Knowledge Exchange And Policy Forum 2023/2023-11-21--2023-11-23
  • Seeing Is Believing? Trust Cues and Consumer Involvement in Online Reviews'
    Caroline Tan Sue Lin
    IEEE International Conference on Technology Management, Operations and Decisions (IEEE ICTMOD)/2022-11-23--2022-11-25
  • Building brands ‘softly’: A study on the effect of country image, affinity, and fan engagement on soft power in sport.
    Caroline Tan Sue Lin
    International Marketing Trends/2023-01-19--2023-01-21
  • Are you going to share on social media? Examining consumer behavioral intentions on social media toward brand activism campaigns
    Caroline Tan Sue Lin
    26th Corporate and Marketing Communications Conference/2022-04-18--2022-04-20
  • Which value matters more? Examining the different luxury value perceptions between rental and second-hand luxury goods
    Caroline Tan Sue Lin
    2021 AUS-Chalhoub Symposium on Luxury Marketing and Branding/2021-11-15--2021-11-16
  • Feeling Well Through Gamification: Exploring The Use of Gamification in Managing Mental Health and Brand Attitude
    Caroline Tan Sue Lin
    Interactive Marketing Research Conference/2021-10-20--2021-10-26
  • The effect of racial diversity in advertising of luxury and masstige brands
    Caroline Tan Sue Lin
    25th International Conference on Corporate and Marketing Communications/2021-04-14--2021-04-16
  • The effect of racial diversity in advertising of luxury and masstige brands
    Caroline Tan Sue Lin
    International Conference on Corporate and Marketing Communications,/2012-4-14--2021-4-16
  • Renting the runway: A study on luxury value perception on designer bag rental.
    Caroline Tan Sue Lin
    2020 Atlantic Marketing Association Conference/2020-10-2--2020-10-2
  • Absence of Luxury Brands in Japan
    Caroline Tan Sue Lin
    The Mystique of Luxury Brands Conference/2019-09
  • Examining the five-factor model of personality in eWOM via social media
    Caroline Tan Sue Lin
    International Symposium in Consumer Personality/2019-09
  • Can we both advertise diversity the same way? Examining diversity in advertising for masstige and luxury brands
    Caroline Tan Sue Lin
    The Mystique of Luxury Brands Conference/2019-09
  • Why do I Follow and When Do I Stop? A study on the motives and behavior of social media influencer followers
    Caroline Tan Sue Lin
    10th International Research Meeting in Business and Management/2019-07-08--2019-07-10
  • Exploring the effect of social media influences in the creation of consumer negativity and its impact on consumer brand experience, perception and online behavior.
    Caroline Tan Sue Lin
    4th International Colloquium on Design, Branding and Marketing/2018-12--2018-12
  • What do we post? A study on photos used in social media to effectively communicate CSR initiatives
    Caroline Tan Sue Lin
    8th Japan Forum of Business and Society/2018-09--2018-09
  • The Good Samaritan: A Study on Brand Perception and Repurchase Intention From Cause Marketing Campaigns.
    Caroline Tan Sue Lin
    International Conference on Brand Relationships/2017-05-18--2017-05-20
  • Tasting with your eyes: Country of Origin and Organic Information Bias Taste Perception.
    Caroline Tan Sue Lin
    12th Global Brand Conference,/2017-04-26--2017-04-28
  • “When Scandal Meets Cause Related Marketing.”
    Caroline Tan Sue Lin
    7th International Conference on Corporate Sustainability and Responsibility,/2016-09-14--2016-09-16
  • “Color Me Green. A Study on the Effect of Cause-Related Marketing on Green Behavior.”
    Caroline Tan Sue Lin
    Japan Forum of Business and Society Conference,/2016-09-08--2016-09-09
  • “Crowd funding Involvement and Satisfaction in Social Enterprise.”
    Caroline Tan Sue Lin
    3 rd  International Conference on CSR, Sustainability, Ethics and Governance,/2016-08-01--2016-08-03
  • “Does Luxury Really Care? How Cause Related Marketing Shapes Brand Perception and Purchase Intention In The Japanese Luxury Market.”,
    Caroline Tan Sue Lin
    Global Marketing Conference/2016-07-21--2016-07-24
  • more...
Teaching
2025-02 -- 2025-03Business Studies II (Fieldwork)University of Tsukuba.
2024-04 -- 2024-09Marketing Case Study CompetitionUniversity of Tsukuba.
2024-10 -- 2025-03Marketing Case Study CompetitionUniversity of Tsukuba.
2024-04 -- 2024-08International Study Seminar IUniversity of Tsukuba.
2024-10 -- 2025-02International Study Seminar IUniversity of Tsukuba.
2024-10 -- 2025-02Overseas Study Seminar IUniversity of Tsukuba.
2024-04 -- 2024-08Overseas Study Seminar IUniversity of Tsukuba.
2024-08 -- 2024-09Business Case Challenge ⅡUniversity of Tsukuba.
2024-04 -- 2024-08Overseas Study Seminar IIUniversity of Tsukuba.
2024-10 -- 2025-02Overseas Study Seminar IIUniversity of Tsukuba.
more...
Other educational activities
2018-08 -- 2019-08ISP ProgramUniversity of Hokkaido
2017-04 -- 2017-04MBA-IB Freshman Camp
2016-04 -- 2016-04MBA-IB Freshman Camp
2017-06 -- 2017-06MBA-IB Open Campus
2017-04 -- 2017-04MBA-IB Open Campus
2016-06 -- 2016-06MBA-IB Open Campus
2016-04 -- 2016-04MBA-IB Open Campus
2017-02 -- 2017-02JICA Central Asia ProgramJICA
2016-02 -- 2016-02JICA Central Asia ProgramJICA
2015-06 -- 2015-06MBA-IB Open CampusMBA-IB
more...
Talks
  • When my money becomes my voice: Examining consumer politics at the checkout counter.
    Caroline Tan Sue Lin
    Southeast Asia Research Academy (SEARA) Online Meeting/2023-07-12--2023-07-12
Professional activities
2018-04 -- (current)Tsukuba MBA-IBEducation Committee Chair
2017-04 -- 2018-03Seminar 1 Lead
2017-04 -- 2018-03Tsukuba MBA-IBCommencement Lead
2016-03 -- 2017-03Tsukuba MBA-IBCommencement Lead
2014-10 -- (current)University of TsukubaSuper Global High School Project Member
2014-04 -- (current)Tsukuba MBA-IBStudent Liaison/ Alumni
2014-04 -- (current)Tsukuba MBA-IBEducation Committee Member
2014-04 -- (current)Tsukuba MBA-IBOpen Campus Committee
2014-04 -- (current)Tsukuba MBA-IBDAAD (Person in Charge)
2014-04 -- (current)Tsukuba MBA-IBTsukuba Short Term Study Program Head
University Management
2015-04 -- 2017-03Tsukuba MBA-IBPR Web/Network Team Member
Other activities
2023-11 -- (current)Young Consumers: Insight and Ideas for Responsible Marketers

(Last updated: 2025-03-10)