Tel: +604-6532794 Fax: +604-6532792
+604-653 2789

Assoc. Prof. Dr. Salmi Mohd Isa

Associate Professor
Graduate School of Business
Universiti Sains Malaysia


  • Ph.D., Management, University of Hull, United Kingdom.
  • MBA, Universiti Sains Malaysia, Malaysia.
  • BBA, Universiti Teknologi MARA, Malaysia.


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 several competitive research grant worth over RM 500,000 to date. She has successfully supervised 12 Doctor of Philosophy (PhD) and six Doctor of Administration (DBA), three post-doctoral students, and more than 40 Master Business Administration (MBA) students. Currently, 13 Doctor of Philosophy (PhD) students are under her supervision. Having worked for past years on the R&D organisation, recently she has been research on marketing surrounding tourism marketing, neuromarketing, Corporate Social Responsibility (CSR) and ethics, marketing innovation, branding and consumer behaviour. She has received 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 awards.

Teaching and Research Areas


Master of Business Administration: 

1. AGW624 Business Issues and Sustainable Development

2. AGC608 Business Ethics and Governance (on campus)

3. ADC608 Business Ethics and Governance (online)

Master of Neurocognitive:

1. GCN518 Introduction to Neuromarketing and Consumer Behaviour
2. GCN509 Research Project Stage I
3. GCN520 Research Project Stage III

Research Interest: Neuromarketing, Tourism Marketing, Branding, Corporate Social Responsibility, and Service Innovation

Consultancy and Industrial Experience

Industrial Experience:

MIMOS Berhad

Duration: August 2000 to December 2006

Customer Service Executive


  1. Company: Perbadanan Bekalan Air Pulau Pinang Sdn Bhd

           Project: Survey on Customer Satisfaction towards PBA’s Water Services and Supply

           Year: 2022

  1. Company: Syarikat Air Darul Aman (SADA), Alor Setar, Kedah
    Project: Corporate Governance for Sustainable Water Supply Management for Syarikat Air Darul Aman Sdn Bhd
    Year: 2020
  2. Company: Eastern Decorator Sdn Bhd, Ipoh, Perak
    Project: Focusing on Strengthening People’s Intellectual Capital and Excellence in Eastern Decorator.
    Year: 2019
  3. Company: Koperasi Universiti Sains Malaysia Berhad, Minden, Penang
    Project: Sustainable Marketing Strategies for Koperasi Universiti Sains Malaysia, Berhad
    Year: 2017
  4. Company: G Fitness Sdn Bhd, Penang
    Project: Social Media Marketing: A Case Study of a Newly Established Gym in Penang
    Year: 2016
  5. Company: Nay@dam, Batam, Indonesia
    Project: The Improvement Marketing Strategies of Pt Kreasi Putera Serayu
    Year: 2013


Selected JCR & Scopus Index

  1. Does uncertainty avoidance moderate the effect of self-congruity on revisit intention? A two-city (Auckland and Glasgow) investigation

Yang, S., Isa, S.M. and Ramayah, T., Journal of Destination Marketing & Management, 2022, 24, pp. 100703

  1. Self-Perception or Objective State: A Further Study of Effects of Retirement on Health, Tang, Y., Liu, D., Mou, S., Isa, S.M., Gui, S. and Wan, Q., Frontiers in Psychology, 2022, 13, pp. 1-11
  2. Corporate Social Responsibility and Customer Loyalty: Exploring the Roles of Customer Satisfaction and Brand Image of Company, Isa, S. M, and Mohamed, K. Global Journal Al-Thaqafah, 2022, pp. 35-44
  3. Effects of stores’ environmental components on Chinese consumers’ emotions and intentions to purchase luxury brands: Integrating PLS -SEM and fsQCA approaches, Yang, S., Isa, S.M, Wu, H., Thurasamy, R., Fang, X., Fan, Y. and Liu, D., Frontiers in Psychology, 2022
  4. How Are Destination Image and Travel Intention Influenced by Misleading Media Coverage? Consequences of COVID-19 Outbreak in ChinaYang, S.Isa, S.M.Ramayah, T., Vision,2022, 26(1) pp. 80-89
  5. P300 and Decision Making in Neuromarketing Mansor, A.A., Isa, S.M. and Noor, S.S.M. Neuroscience Research Notes, 2021, 4(3), pp. 21-26
  6. The Developing an Extended Model of Self-Congruity to Predict Chinese Tourists’ Revisit Intentions to New Zealand: The Moderating Role of Gender, Yang, S., Isa, S.M, Ramayah, T., Wen, J. and Goh, E., Asia Pacific Journal of Marketing and Logistics, DOI 10.1108/APJML-05-2021-0346
  7. The Relationship between Frequency of Technology Use and Electronic Commerce Adoption among Small Medium Enterprise in Kuwait Isa, S.M., Alenezi, S., Asian Journal of Business and Accounting 14(2), Forthcoming June 2022
  8. Integrating Innovation and Sustainability into Tour Operator Business Isa, S.M., Hamid, M.A., Kumarsi, S., Jaafar, A.H. International Journal Innovation and Sustainable Development, 2021, 15(4), pp.458-474
  9. Determinants of Purchase Intention of Non-Electrical and Electronic High-Value Goods via Online in Malaysia Isa, S.M., Wei, L.J., Kiumarsi, S. International Journal of Management and Enterprise Development, 2021, 20(2), pp.113-135
  10. Halal vaccination purchase intention A comparative study between Muslim consumers in Malaysia and Pakistan Bukhari, S.N.Z., Isa, S.M., Yen Nee, G. Journal of Islamic Marketing, 2021, 12(4), pp. 670–689
  11. A Business Typology for Luxury Consumption in an Inconspicuous Way: A Proposed Model Ms Ting, YN Goh and SM Isa. Journal of Entrepreneurship, Business and Economics 9 (2), pp.1-38
  12. Sustainable tourism practices and business performance from the tour operators’ perspectives Hamid, M.A., Isa, S.M., Kiumarsi, S. Anatolia, 2021, 32(1), pp. 23–32
  13. Exploring sustainable transportation development in Penang: Stakeholders’ perspectives of the Penang Transport Master Plan Bagde, A.V., Blanes, R., Isa, S.M. Journal of Physics: Conference Series, 2021, 1779(1), 012080
  14. Uncertainty Avoidance as a Moderating Factor to the Self-Congruity Concept: The Development of a Conceptual Framework Yang, S., Isa, S.M., Ramayah, T. SAGE Open, 2021, 11(1), pp. 1-10
  15. The Role of Internet of Things (IoT) in the Containment and Spread of the Novel COVID-19 Pandemic Mohammed, I.B., Isa, S.M. Studies in Computational Intelligence, 2021, 923, pp. 109–119
  16. The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility Chin, P.N., Isa, S.M., Alodin, Y. Journal of Marketing Communications, 2020, 26(8), pp. 896–912
  17. Islamic branding: insights from a conceptual perspective Bukhari, S.N.Z., Isa, S.M. Journal of Islamic Marketing, 2020, 11(6), pp. 1743–1760
  18. The Effects of Destination Brand Personality on Chinese tourists’ Revisit Intention to Glasgow: An Examination across Gender Yang, S., Isa, S.M., Ramayah, T., Blanes, R., Kiumarsi, S. Journal of International Consumer Marketing, 2020, 32(5), pp. 435–452
  19. Exploring the role of corporate social responsibility skepticism in ethical purchase intention Isa, S.M., Chin, P.N., Liew, I. Social Responsibility Journal, 2020, 16(2), pp. 291–307
  20. Fundamentals of neuromarketing: What is it all about? Mansor, A.A., Isa, S.M. Neuroscience Research Notes, 2020, 3(4), pp. 22–28
  21. A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention Yang, S., Mohd Isa, S., Ramayah, T. SAGE Open, 2020, 10(4), pp. 1-12
  22. Brand switching through marketing mix: The role of brand effect on smartphone users Isa, S.M., Kelly, L., Kiumarsi, S. International Journal of Process Management and Benchmarking, 2020, 10(3), pp. 419–438
  23. Exploring the sustainable tourism practices among tour operators in Malaysia Hamid, M.A., Isa, S.M. Journal of Sustainability Science and Management, 2020, 15(1), pp. 68–80
  24. The effect of service innovation on service loyalty in post offices Kiumarsi, S., Isa, S.M., Jayaraman, K., Amran, A., Hashemi, S. International Journal of Business Innovation and Research, 2020, 21(1), pp. 108–127
  25. The effect of place attachment on visitors’ revisit intentions: evidence from Batam Isa, S.M., Ariyanto, H.H., Kiumarsi, S. Tourism Geographies, 2020, 22(1), pp. 51–82
  26. Patients’ intent to revisit with trust as the mediating role: lessons from Penang Malaysia Mohd Isa, S., Lim, G.S.S., Chin, P.N. International Journal of Pharmaceutical and Healthcare Marketing, 2019, 13(2), pp. 140–159
  27. The impact of service quality in postal services: The mediating role of self-service technology Isa, S.M., Kiumarsi, S. International Journal of Services and Operations Management, 2019, 33(3), pp. 395–419
  28. Muslim tourist perceived value: a study on Malaysia Halal tourism Isa, S.M., Chin, P.N., Mohammad, N.U. Journal of Islamic Marketing, 2018, 9(2), pp. 402–420
  29. Measuring social performance: Reconciling the tension between commercial and social logics Siti-Nabiha, A.K., Azhar, Z., Isa, S.M., Siti-Nazariah, A.Z. International Journal of Social Economics, 2018, 45(1), pp. 205–222
  30. Exploring transparency, trust and social media towards organization’s reputation risks: A conceptual framework Othman, M.Z., Isa, S.M. Advanced Science Letters, 2017, 23(4), pp.2849–2852
  31. Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia Ting, M.-S., Goh, Y.-N., Isa, S.M. Asia Pacific Management Review, 2016, 21(4), pp. 219–230
  32. Electrophysiological quantification of underlying mechanism of decision making from auto dealer advertisement – A neuromarketing research Samsuri, N., Reza, F., Begum, T., Omar, H., Isa, S.M. AIP Conference Proceedings, 2016, 1782, 040017
  33. Service Quality and Innovation in Malaysian Post Offices: An Empirical Study Kiumarsi, S., Jayaraman, K., Mohd Isa, S. Global Business and Organizational Excellence, 2015, 35(1), pp. 55–66
  34. Age differences in behavioral intention to use internet marketing: A comparative study between Malaysian and Taiwanese Mohd Isa, S., Wong, K.-Y. International Journal of Business and Society, 2015, 16(3), pp. 386–396
  35. Determinants of service quality on service loyalty: The mediating role of customers’ satisfaction and brand equity Kiumarsi, S., Isa, S.M., Jayaraman, K. Problems and Perspectives in Management, 2015, 13(2), pp. 347–356
  36. Exploring consumers’ intention toward online hotel reservations: Insights from Malaysia Saw, S.-L., Goh, Y.-N., Isa, S.M. Problems and Perspectives in Management, 2015, 13(2), pp. 249–257
  37. Influence of corporate social responsibility on loyalty: Perceptions of medical doctors Isa, S.M., Kitt, L.K. Problems and Perspectives in Management, 2015, 13(2), pp. 313–319
  38. Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia Kiumarsi, S., Jayaraman, K., Isa, S.M., Varastegani, A. International Food Research Journal, 2014, 21(6), pp. 2101–2107
  39. Operationalising corporate social responsibility (CSR) and the development debate Isa, S.M., Reast, J. Asian Academy of Management Journal, 2014, 19(1), pp. 169–197
  40. Factors influencing tourist visitation in marine tourism: Lessons learned from FRI Aquarium Penang, Malaysia Isa, S.M., Ramli, L. International Journal of Culture, Tourism, and Hospitality Research, 2014, 8(1), pp. 103–117

 Selected Chapter in Books

  1. Revisit of Malaysian Private Universities’ Mission and Direction, in (Higher Education:  From Region to Nation for the Community) Santhi Govindan, Salmi Mohd. Isa, Nabsiah Abdul Wahid, Penerbit USM, Universiti Sains Malaysia, Forthcoming 2022
  2. How Have Neuromarketing Revolutionize Consumer Brain, in (The Changing Marketing Landscape in Malaysia) Salmi Mohd Isa Penerbit UniMAP, Universiti Malaysia Perlis, Malaysia, 2020, pp. 87-100
  3. The Role of Internet of Things (IoT) in the Containment and Spread of the Novel COVID- 19 Pandemic, in (Computational Intelligence Methods in COVID-19: Surveillance, Prevention, Prediction and Diagnosis) Mohammed, Ibrahim Babangida, Salmi Mohd Isa Springer, Singapore, 2020, pp. 109-119
  4. The Role of Private Higher Education Institutions in Developing Societal Resilience and Sustainability in Malaysia: The Issues of Market Orientation, in (Sustainability of Higher Education – A Global Perspective) Santhi Govindan, Salmi Mohd Isa, Nabsiah Abdul Wahid, Penerbit USM, Universiti Sains Malaysia, Malaysia, 2018
  5. Peranan Wanita Pulau Sebagai Pemangkin Kelestarian Program Homestay, in (Pembangunan Sumber dan Komuniti Pulau) Salmi Mohd Isa, Mazidah Musa, Penerbit UMS, Universiti Malaysia Sabah, Malaysia, 2018
  6. Tour Operators Contribution towards Sustainable Tourism: A Review from the Literature, in (Balancing Development and Sustainability in Tourism Destinations) Maisarah Abd Hamid., Salmi Mohd Isa Springer, Singapore, 2016, pp. 301-313
  7. Measuring Sustainability Levels of Tour Operator Businesses Using Sustainable Tourism Indicators: A Conceptual Perspective, in (Tourism Management Perspective) Maisarah Abd Hamid., Salmi Mohd Isa, CRC Press, London, 2016, Chapter 105

Citation index



Journal Articles
Book Chapters

Research Grants


Honors & Awards