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

Assoc. Prof. Dr. Salmi Mohd Isa

Deputy Dean Academic
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 Train the Trainer (TTT) 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 number of competitive research grants worth over RM 450,000 to date. She widely exposed to various scale of consultancy projects-PT Kreasi Putera Serayu (Indonesia), Tenaga Nasional Berhad, Majlis Amanah Rakyat (MARA) and Eastern Decorator Sdn Bhd. She has successfully supervised eleven Doctor of Philosophy (PhD) and Doctor of Administration (DBA), two post-doctoral students, and more than 30 master students. Currently, eight Doctor of Philosophy (PhD) students and three a Doctor of Administration (DBA) students are under her supervision. Recently, she also supervised two international master students from Master of Science (MSc) University of Glasgow, Scotland and Master in Business in Emerging Market 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.

Teaching and Research Areas


Master of Business Administration: 1. AGC608 Business Ethics and Governance 2. ADC608 Business Ethics and Governance

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

Doctor of Philosophy: 1. AGW716 Fundamental of Business Research and Methodology

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. Corporate Governance for Sustainable Water Supply Management for Syarikat Air Darul Aman (SADA), Duration: 01/10/2019 – 31/05/2020

Amount: RM14,960.00

  1. Focusing on Strengthening People’s Intellectual Capital and Excellence in Eastern Decorator., Eastern Decorator Sdn Bhd

Duration: 09/01/2018 – 07/07/2019

Amount: RM5,300.00

  1. Level of Service Quality on Customer Satisfaction for Tenaga Nasional Berhad, Penang.Tenaga Nasional Berhad,

Duration: 10/10/2013 – 10/10/2013

Amount: RM94,000.00

  1. Corporate Integrity Assessment Questionnaire (Mara), Majlis Amanah Rakyat

Duration: 02/06/2014 – 07/11/2014

Amount: RM10,000.00

  1. Kreasi Putera Serayu, Indonesia

Duration: 01/10/2012 – 10/05/2013

Amount: RM3,000.00


  1. Bukhari, S.Isa, S.M and Yen Nee, G.(2020), “Halal vaccination purchase intention: A comparative study between Muslim consumers in Malaysia and Pakistan”, Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.[SCOPUS]      
  2. Yang, Isa, S.M, T Ramayah, R Blanes, Kiumarsi, S. (2020)  “The Effects of Destination Brand Personality on Chinese tourists’ Revisit Intention to Glasgow: An Examination across Gender,” Journal of International Consumer Marketing, Vol. ahead-of-print No. ahead-of-print.  [SCOPUS]                                                                                
  3. Hamid, A., and Isa, S.M (2020) “Exploring the Sustainable Tourism Practices Among Tour Operators in Malaysia”. Journal of Sustainability Science and Management, Vol. 15. No. 2, Pp. 68-80. [SCOPUS]      
  4. Isa, S.M, L Kelly and Kiumarsi, S. (2020) “Brand switching through marketing mix: the role of brand effect on smartphone users.” J. Process Management and Benchmarking, Vol.10, No.3, Pp. 419-428.       [SCOPUS]      
  5. Isa, S.M., Ariyanto, H.H and Kiumarsi, S. (2020) “The Effect of Place Attachmenton Visitor’s Revisit Intentions: Evidence from Batam.” Tourism Geographies An International Journal of Tourism Space, Place and Environment, Vol. 22, No. 1, Pp. 51-82.       [Impact Factor 2.747]
  6. Kiumarsi S, Isa, S.M, Jayaraman, K., Amran, A and Hashemi, S. (2020) “The effect of service innovation on service loyalty in post offices.” Int. J. Business Innovation and Research, Vol. 21, No. 1, Pp 108-127. 
  7. Bukhari, S. and Isa, S.M (2019), “Islamic branding: insights from a conceptual perspective”, Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.    
  8. Isa, S.M., Chin, K and Liew, I (2019) “Exploring The Role of Corporate Social
  9. Responsibility Skepticism in Ethical Purchase Intention”. Social Responsibility Journal. [Scopus]
  10. 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.   [Scopus]
  11. 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]
  12. 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]      
  13. 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]
  14. 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]
  15. 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]
  16. 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]
  17. 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]
  18. 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]
  19. 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. [Impact Factor 6.754]


Citation index



Journal Articles
Book Chapters

Research Grants


Honors & Awards