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Caroline Tan Sue Lin

Faculty 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 -- 2022タン キャロラインスーリンJapan Society for the Promotion of Science/Grant-in-Aid for Early-Career Scientists4,290,000Yen
Exploring Digital Media Contents in Transforming Lower Level Sports Fans2019 -- 2022Caroline S.L. TanJapan Society for the Promotion of Science/
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 Tsukuba Graduate School of Business Sciences Associate Professor
2015-10 -- (current)Keio University Faculty of Business and Commerce Specially Invited Visiting Associate Professor
2013-04 -- (current)Rikkyo University College of Business Adjunct Faculty
2011-04 -- 2014-03Toyo University Department of International Economics Senior Lecturer
2010-04 -- 2012-03Reitaku University Department of Foreign Languages Adjunct Lecturer
2009-04 -- 2014-03Cicom Brains Global Leader School Instructor
2004-05 -- 2004-09Teleplan NV Supply Chain APAC Supply Chain Manager
2003-10 -- 2004-05Agilent Technologies Global Oracle ERP Deployment Team Global ERP Deployment Support Manager
2002-07 -- 2003-10Agilent Technologies Materials Procurement Manager
2002-02 -- 2002-07Agilent Technologies Materials Senior Procurement Executive
Academic background
2005-10 -- 2012-06Keio University Graduate School of Media and Governance MarketingGraduated
2004-10 -- 2005-09Keio University Media and Governance Research StudentCompleted
2002-04 -- 2005-04University of Portsmouth Management MBAGraduated
1994-06 -- 1999-04University Science Malaysia Social Sciences Social Development AdministrationGraduated
Academic societies
2018-05 -- 2019-04Japan Marketing Association
2014-07 -- (current)Association of Consumer Research
  • Blue Shears: Bespoke In Japan (Case Study)
    The Case Center, 2019-02
  • The Fusion of Pop Culture in Place Branding in Japan
    Caroline Tan Sue Lin
    UTCC International Journal of Business and Economics/6(1)/pp.73-89, 2014-06
  • We Need to Look Cute! But Is It Really Effective? The Adoption of Social Media by a Japanese CVS
    Caroline Tan Sue Lin
    Managing Public Relations and Brand Image through Social Media, IGI Global, pp.228-254, 2016-05
Conference, etc.
  • 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
  • Yoshinoya and It’s Cause-Related Marketing Initiative post-3.11: When Risk and Trust Affect Consumer Behavior
    Caroline Tan Sue Lin
    Tsukuba Global Science Week Conference/2014--2014
  • Food, Travel and the Capturing of Mind Share and Heart Share
    Caroline Tan Sue Lin
    International Interdisciplinary Business-Economics Advancement Conference/2014--2014
  • When Does It Matter? A Study on Eco Labels and Japanese Consumers
    Caroline Tan Sue Lin
    Eurasia Business and Economics Society Conference/2014--2014
2019-10 -- 2020-02Overseas Study Seminar IVUniversity of Tsukuba.
2019-04 -- 2019-08Overseas Study Seminar IVUniversity of Tsukuba.
2019-10 -- 2020-02Overseas Study Seminar IIUniversity of Tsukuba.
2019-04 -- 2019-08Overseas Study Seminar IIUniversity of Tsukuba.
2019-10 -- 2020-02Overseas Study Seminar IIIUniversity of Tsukuba.
2019-04 -- 2019-08Overseas Study Seminar IIIUniversity of Tsukuba.
2019-08 -- 2019-09Business Studies I (Seminar)University of Tsukuba.
2020-01 -- 2020-02Case Study PracticeUniversity of Tsukuba.
2019-05 -- 2019-06Marketing I: Marketing ManagementUniversity of Tsukuba.
2019-04 -- 2019-07Seminar IVUniversity 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: 2019-08-27)