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Nurturing Business Sustainability

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Associate Professor Dr. Salmi Mohd Isa


Deputy Dean Academic, Career and International of Graduate School of Business       


Office Address

Graduate   School     of   Business, Universiti   Sains     Malaysia,
11800 Minden, Penang, Malaysia.
Telephone   +0604-65327888        
Email     This email address is being protected from spambots. You need JavaScript enabled to view it.        



She teaches Master Business Administration (MBA) and Master of Cognitive Neurosciences programmes and specialises in research on marketing. Salmi has presented numerous papers in conferences and has also published several research articles in indexed journals and proceedings. She is teaching fellows and trainer of trainer (TOT) at Malaysian Institute of Integrity. Before dedicating herself to academia, Salmi gained six years’ experience in industry, from 2000 to 2006, working at MIMOS Berhad, Malaysia’s prime research and development (R&D) organisation. She secured a number of competitive research grant worth over RM 450,000 to date. She has successfully supervised five Doctor of Philosophy (PhD) and Doctor of Administration (DBA), two post-doctoral students, and more than 30 master students. Currently, eleven Doctor of Philosophy (PhD) students are under her supervision. She also co-supervising master students from University of Glasgow, United Kingdom and FH JOANNEUM, Austria. Having worked for past years on the R&D organisation, recently she has been research on marketing surrounding Corporate Social Responsibility (CSR), tourism marketing, neuromarketing, marketing innovation and branding. She has received a number of awards in recognition of her academic excellence including the University Service Excellence Award, Dean's Outstanding Teaching Award, Dean’s Outstanding Research Award and the best paper award by Malaysian Accountancy Research Education Foundation (MAREF) and Tej Vir Singh Recognition Award, awarded by Anatolia: An International Journal of Tourism and Hospitality Research.

2011             University of Hull, United Kingdom    
              PhD (Management)    
2005             Universiti Sains Malaysia
              Master of Business Administration (MBA)  
2000             Universiti Teknologi MARA      
              Bachelor of Business Administration (BBA, Hons) Major: Marketing  



  1. Isa, S.M., Ariyanto, H.H and Kiumarsi, S. (2019) “The Effect of Place Attachmenton Visitor’s Revisit Intentions: Evidence from Batam.” Tourism Geographies An International Journal of Tourism Space, Place and Environement. https://doi.org/10.1080/14616688.2019.1618902  [Impact Factor 2.747]
  2. Isa, S.M., Chin, K and Liew, I (2019) “Exploring The Role of Corporate Social Responsibility Skepticism in Ethical Purchase Intention". Social Responsibility Journal. http://dx.doi.org/10.1108/SRJ-01-2018-0003 [Scopus]
  3. Chin, P.K., Isa, S.M. and Alodin, Y (2019) “The Impact of Endorser and Brand Credibility on Consumers' Purchase Intention: The Mediating Effect of Attitude towards Brand and Brand Credibility.” Journal of Marketing Communications. https://doi.org/10.1080/13527266.2019.1604561 [Scopus]
  4. Isa, S.M., Chin, P.K and Lim, G (2019) “Patients’ Intent to Revisit with trust as the Mediating Role: Lessons from Penang Malaysia.”International Journal of Pharmaceutical and Healthcare Marketing, Vol 13, No. 2, Pp. 141-159. [Scopus]
  5. Isa, S.M. and Kiumarsi, (2019)“The Impact of Service Quality in Postal Service: The Mediating Role of Self-Service Technology”. International Journal of Services and Operations Management. International Journal of Services and Operations Management, Vol 33, No. 3, Pp.395-419. [Scopus]
  6. Isa, S.M., Chin, K and Mohammad, N.U (2018) “Muslim Tourist Perceived Value: A Study on Malaysia Halal Tourism”. Journal of Islamic Marketing, Vol 9, No. 2, Pp. 402-420. [Scopus]
  7. Kiumarsi, , Isa, S.M., Jayaraman, K. and Amran, A. (in press) “Service innovation on Service Loyalty in Post Offices”. International Journal of Business Innovation and Research. [Scopus]
  8. Isa, S.M., Kelly, and Kiumarsi, S (in press) “Brand Switching through Marketing Mix: The Role of brand Effect on Smartphone Users”. International Journal of Process Management and Benchmarking. [Scopus]
  9. Hamid, A., and Isa, S.M (2018) “Exploring the Sustainable Tourism Practices Among Tour Operators in Malaysia”. Journal of Sustainability Science Management, Special Issue, No. 5, Pp. 68-80. [Scopus]
  10. Teoh, T and Isa, S.M (2018) “Market Orientation and Salesperson’s Performance in a Hierarchical Linear Modelling Approach”. International Academic Journal of Business Management, Vol 5, No. 3, Pp. 12-22.
  11. AK Siti-Nabiha, Z, Azhar, Isa, S.M and AZ Siti-Nazariah (2018) “International Journal of Social Economics, Vol 45, 1, Pp. 205-222. [Scopus]
  12. Isa, S.M., Lu, L and Shaian, K (2017) “Consumer Responses towards Corporate Social Responsibility Electronic Brands in Malaysia.” Global Business and Management Research: An International Journal, Vol 9, No.4, Pp. 347-360. [ERA]
  13. Isa, S.M., Lim, K and Chin P.K (2017) “Green Purchase Intention of Laundry Detergent Powder in Presence of Eco-Friendly Brand, Global Business and Management Research: An International Journal, Vol 9, No.4, Pp. 128-143. [ERA]
  14. Othman, Z and Isa, S.M (2017) “Exploring Transparency, Trust and Social Media towards Organisation’s Reputation Risks: A Conceptual Framework.” Advanced Science Letter, Vol.23, No. 4, Pp. 2849-2852. [Scopus]
  15. Yen-Nee, G, Mao-Seng, T and Isa, S.M. (2016) “Determining Consumer Purchase Intentions towards Counterfeit Luxury Goods in ” Asia Pacific Management Review, Vol. 21, No. 4, Pp. 219-230. [Scopus]
  16. Samsuri, , Begum, T., Reza, F., Omar, H., Yusoff, N., Idris, B., and Isa, S.M. (2016) "Visualization of Cognitive Response and Gaze Behavior to the Display Design of Vertex Reared and Vertes Frontal View from Auto Dealer's Advertisement." Asian Journal of Science and Technology, Vol. 7, Pp.3006-3014. [ISI]
  17. Samsuri, , Begum, T., Reza, F., Omar, H., Yusoff, N., and Isa, S.M. (2016) "Left lateral Singular (LLS) view enhances attention at stimulus discrimination during Automobile display setting revealed by EEG/ERP and Eye Tracking Technique." International Journal of Enhanced Research in Science, Technology & Engineering, Vol. 5, Pp. 101-109. [ISI]
  18. Isa, S.M., and Yue, W. (2015) "Age Differences in Behavioral Intention to Use Internet Marketing: A Comparative Study between Malaysian and Taiwanese." International of Business and Society, Vol.16, Pp. 386-396. [Scopus]
  19. Isa, S.M., and Kitt, L. (2015) "Influence of Corporate Social Responsibility on Loylaty: Perceptions of Medical Doctors." Problems and Perspectives in Management, Vol. 13, Issue 2, Pp. 313-319. [Scopus]
  20. S, Jayaraman, K., and Isa, S.M. (2015) "Service Quality and Innovation in Malaysian Post Office: An Empirical Study." Global Business and Organizational Excellence, Vol. 35, Pp. 55-66. [Scopus]
  21. Hamid, M., and Isa, S.M (2015) "The Theory Planned Behaviour on Sustainable Tourism." Journal of Applied Environmental Sciences, Vol. 5, Pp. 84-88. [ISI]
  22. Isa, S.M., and Reast, (2014) “Operationalising Corporate Social Responsibility (CSR) and Development Debate.” Asian Academy Management Journal, Vol.16, No. 1, Pp.169-197. [Scopus]
  23. S, Sue-Lynn, G, Yen-Nee, Goh and Isa, S.M., (2015) " Exploring Consumers' Intention towards Online Hotel Reservations: Insights from " Problems and Perspectives in Management, Vol. 13, Pp. 249-257. [Scopus]
  24. Isa, S.M and Ramli, , (2014) “Factors Influencing Tourist Visitation in Marine Tourism: Lessons Learned from FRI Aquarium Penang, Malaysia.” International Journal of Culture, Tourism, and Hospitality Research, Vol. 1, No. 8, Pp. 103-117. [Scopus]
  25. Isa, S.M., (2014) “Operationalising Corporate Social Responsibility (CSR) Through Formative Lens”. Journal of The National Institute of Public Administration (INTAN), 12, No. 1, Pp. 171-189.
  26. Isa, S.M and Yao, X., (2013) “Investigating the Preference for Green packaging in Consumer Product Choices: A Choice –Based Conjoint Approach”. Business Management Dynamics, Vol. 3, No. 2, Pp. 84-96.
  27. Isa, S.M., (2012) “Corporate Social Responsibility: What can we Learn from the Stakeholders”? Procedia - Social and Behavioral Sciences, Vol. 65. Pp. 327–337. [ISI]
  28. Isa, S.M., (2012) “An Analysis of Corporate Social Responsibility (CSR) on Stakeholders Loyalty: Perceptions of Malaysian Organizations". International Journal of Business & Social Research, 2, No. 7. Pp. 1-12.
  29. Ismail, , Haron, H., Ibrahim, D.N., and Isa, S.M. (2006) “Service Quality, client Satisfaction and loyalty towards audit firms perception of Malaysian public listed companies”. Managerial Auditing Journal, Vol.21, No.7. Pp.738 – 756. [Scopus]


  1. Shaohua, Y, Isa, S.M, Ramayah, T. and Blanes, R. “The Development of Aconceptual Framework on The Brand Personality, Self-Congruity and Tourist Loyalty: The Moderator Role of Tourist Emotional Experience.” 9th Advances in Hopitality and Tourism Marketing and Management Conference, University of Portsmouth, Portsmouth, United Kingdom. (09-12 July 2019)
  2. Shaohua, Y, Isa, S.M and Ramayah, T. “The Understanding of Chinese Outbound Tourists’ Behaviour Toward Revisit New Zealand: A Conceptual Development.” Cambridge Conference Series, University of Cambridge, Newnham College, Cambridge, United Kingdom. (8-10 April 2019)
  3. Hamid, S and Isa, S.M. “The Influences of Adopting Sustainable Tourism Practices towards Sustainable Performance among Malaysian Tour Operators.” 6th Interdisciplinary Tourism Research Conference, Cappadocia, Turkey (2-7 October 2018)
  4. Isa, S.M. and Ang, J. “An Empirical Examination of Factors Influencing the Acceptance of Mobile Wallet in Malaysia.” Proceedings of 23rd International Conference on Corporate Marketing and Communications ICCMC 2018, Exeter, United Kingdom. (12-13 April)
  5. Othman, Z. and Isa, S.M. “The Impacts of Social Media and Employees towards the Organisations’ Reputation Risk.” Proceedings of 1st International Conference on Social Media Marketing ICSMM 2017, Enschede, Netherlands. (19-25 August)
  6. Isa, S.M., Kiumarsi, and Neoh, B.P. “The Effect of Innovations to Brand Equity: The Role of Customers Satisfaction on Postal Service.” Proceedings of the 5th International Conference on Innovation and Entrepreneurship ICIE 2017, Cyberjaya, Malaysia. (26-27 April). [ISI]
  7. Isa, S.M., Fang, T.S., and Kiumarsi, S. “Impact of Service Quality in National Postal Service: A Mediating Role of Self-Service Technologies.” Presented in British Academy of Management (BAM) 2016, Thriving in Turbulent Times, Newcastle University, United Kingdom. (6-8 September)
  8. Isa, S.M., Musa, , Shuib, R., Osman,I., Selamat, N.H and Bakar, S.A. "Exploring Women’s Entrepreneurship and Innovation in Micro Business.” Proceedings of the 4th International Conference on Innovation and Entrepreneurship: ICIE 2016, Toronto, Canada (28-29 April). [ISI]
  9. Isa, S.M. “Corporate Social Responsibility: What Can We Learn from the Stakeholders?” Presented in International Congress on Interdisciplinary Business and Social Science, Jakarta, (1-2 December 2012). [Scopus]
  10. Isa, S.M and Reast, “Measuring Corporate Social Responsibility (CSR) with Multi- Dimensional Scales: A Caution on the Risks of Conceptual Misspecification”. Presented in European Conference on Management, Leadership and Governance (ECMLG), Pafos, Cyprus. (8-9 November 2012). [ISI]
  11. Isa, S.M., and Reast, (2012) “Measuring Corporate Social Responsibility (CSR) with Multi-Dimensional Scales: A Caution on the Risks of Conceptual Misspecification”. Proceedings of the 8th European Conference on Management, Leadership and Governance, published by Academic Publishing International Limited, Reading UK. ISBN:978-1908272-75- 1, ISSN: 2048-9021. Pp 302. [ISI]
  12. Isa, S.M., and Reast, “The Construct of Corporate Social Responsibility (CSR): Designing a Formative Measure”. Presented in Responsibility Research Conference, Marseile, France. (14-18 September 2010)
  13. Isa, S.M. “Corporate Social Responsibility (CSR) and Stakeholder Loyalty: an empirical investigation”. Presented in British Academy of Management (BAM) Conference, Birmingham, United (August 2010).
  14. Isa, S.M. “The Construct of Corporate Social Responsibility (CSR): Dimensions, Measurement and Validation”. Presented in PhD Colloquium, HUBS, Hull, United (June, 2010)
  15. Isa, S.M. “A Measure of Corporate Social Responsibility (CSR): Preliminary Qualitative Study and Results” Presented in the International Conference on Business and Banking & CSR-University Network, Surabaya Indonesia (February 2010)
  16. Isa, S.M., “Impact of Corporate Social Responsibility (CSR) in Corporate Branding towards Organisation’s Competitive Advantage: Malaysian Stakeholder Perspective”. Presented in British Academy of Management (BAM) SIG-CSR Conference, United Kingdom (March 2009)


  1. Hamid, M. A and Isa, S.M. (2019) Influences of Perceived Environment Uncertainty on Sustainable Destination Management Practices for Malaysian Tour Operators Business, Spatial and Behavioral Analysis in Sustainable Tourism: Ethics and Aesthetics. Singapore. Springer. [Forthcoming]
  2. Isa, S.M. and Musa, M (2018) Peranan Wanita Pulau Sebagai pemangkin Kelestarian Program Homestay, Pembangunan Sumber dan Komuniti Pulau. Malaysia: Penerbit UMS
  3. Govindan, , Isa, S.M and Wahid, N.A (2018) The Role of Private Higher Education Institutions in Developing Societal Resilience and Sustainability in Malaysia: The Issues of Market Orientation, Sustainability of Higher Education A Global Perspective: Malaysia. Penerbit USM. Pp. 14-29
  4. Hamid, S and Isa, S.M (2017) Tour Operators Contribution towards Sustainable Tourism: A Review from the Literature, In A. Saufi, I. R. Andilolo, N. Othman, & A. A. Lew (Eds.), Balancing Development and Sustainability in Tourism Destination. Singapore: Springer Science. Pp.301-313
  5. Hamid, A., & Isa, S.M (2016) Measuring sustainability levels of tour operator businesses using sustainable tourism indicators: A conceptual perspective. In S. M. Radzi, M. H. M. Hanafiah, N. Sumarjan, Z. Mohi, D. Sukyadi, K. Suryadi, & P. Purnawarman (Eds.), Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry. CRC Press. Pp. 601–606