Caroline Tan Sue Lin

Institute of Business Sciences
Official title
Associate Professor
Research fields
Research keywords
Consumer Behaviour
Research projects
Exploring Digital Media Contents in Transforming Lower Level Sports Fans2019 -- 2022CAROLINE 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 -- 2017CAROLINE 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
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
2012-06Ph.D. (Media and Governance)(Keio University)
Academic societies
2018-05 -- 2019-04Japan Marketing Association
2014-07 -- (current)Association of Consumer Research
Honors & Awards
2022-08Winner of Outstanding Paper in the 2022 Emerald Literati Awards
2020-07Waseda University Teaching Award (WBS)Best Professor
Conference, etc.
  • 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
  • “Are You Still Who I Think You Are? A Study on The Influence of Corporate Food Scandals On Trust and Purchase Intention Case: Japanese Consumers.”,
    Caroline Tan Sue Lin
    Global Marketing Conference/2016-07-21--2016-07-24
  • Can I still count on you? The impact of corporate scandal towards customers' support on csr activities
    Caroline Tan Sue Lin
    Academy of Multinational Enterprises/2016-05-14--2016-05-14
  • CSR Initiatives Post 3-11
    Caroline Tan Sue Lin
    American Marketing Association Winter Conference, February 2016/2016-02-26--2016-02-28
  • Will you love me regardless of my reputation?
    Caroline Tan Sue Lin
    Global Marketing Fashion Conference/2015-06-25--2015-06-28
  • Food related CSR post 3-11: When risk and trust affect consumer behavior
    Caroline Tan Sue Lin
    The Conference on Management And Sustainability In Asia/2015-04-29--2015-05-01
  • more...
2022-08 -- 2022-09Overseas Business Studies I (Seminar)University of Tsukuba.
2022-04 -- 2022-09Marketing Case Study CompetitionUniversity of Tsukuba.
2022-10 -- 2023-03Marketing Case Study CompetitionUniversity of Tsukuba.
2022-10 -- 2023-03Special Research Seminar (CSR) IIUniversity of Tsukuba.
2022-08 -- 2022-09Overseas Business Studies II (Field Work)University of Tsukuba.
2022-04 -- 2022-08International Conference Seminar IIUniversity of Tsukuba.
2022-10 -- 2023-02International Conference Seminar IIUniversity of Tsukuba.
2022-04 -- 2022-07Seminar IVUniversity of Tsukuba.
2022-11 -- 2023-02Seminar IIIUniversity of Tsukuba.
2022-10 -- 2023-02Overseas Study Seminar IUniversity of Tsukuba.
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
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

(Last updated: 2023-05-10)