Hean Tat Keh

Hean Tat Keh is a professor and former chair of the Department of Marketing at the Monash University Faculty of Business and Economics. He is known for his work on services marketing, consumer behavior, brand management, and marketing strategy. In particular, his research on services marketing addresses the limitations of the concepts of service inseparability and service intangibility. Keh has also published on the antecedents and consequences of brand equity. More recently, he has conducted research on sustainable marketing and healthcare marketing.

His research has been cited over 12,700 times according to Google Scholar, with an H-index of 44 and an i10-index of 63. Based on the three dimensions of productivity, impact, and quality of his research, ScholarGPS ranked Keh among the Top 1% of Marketing scholars worldwide in 2025.

Education and career Keh received his PhD in marketing from the University of Washington, MBA from the Hong Kong University of Science and Technology, and BBA Honours from the University of Macau.

Keh came to Australia as a full professor at the University of Queensland in 2011, before being recruited by Monash University in 2013. He is the immediate past chair of the Department of Marketing at the Monash University Faculty of Business and Economics, the first Asian-Australian to be appointed to this role.

Prior to Australia, he taught at the Guanghua School of Management, Peking University, and the NUS Business School. Earlier in his career, he gained corporate experience at The Wharf (Holdings), Hong Kong.

He is currently a member of the editorial board of the International Journal of Research in Marketing, Australasian Marketing Journal, and previously served as an associate editor of the Journal of Business Research.

In addition, Keh is a member of several advisory boards: Founding Advisory Board member of MKTBig15.com Academic Advisory Board member of the CMO Council. Academic Advisory Council member of Tsinghua University School of Economics and Management.

Major awards ANZMAC Distinguished Marketing Researcher award 2019 ANZMAC Distinguished Marketing Educator award 2018 Notably, Keh is one of only two academics to have received both the Distinguished Marketing Researcher and Distinguished Marketing Educator awards from ANZMAC.

Selected publications

Journal articles

Keh has published over 50 journal articles. Based on the Financial Times list of Top 50 journals, Keh has published the following articles:

Books