Dr. Zalfa Laili Hamzah is an Associate Professor at Department of Management and Marketing, Faculty of Business & Economics, Universiti Malaya.  She currently serves as Head of Accreditation at the Faculty of Business and Economcis.  and previously held the role of Expert Advisor Advisor to the UM Giving Centre, UM Corporate Brand Management and Department of Higher Education, Ministry of Higher Education, Malaysia for the PENJANA program. She received her PhD in Marketing (Corporate Brand) from Universiti Malaya.  Her scholarly interests encompass corporate branding including product, services, employer and social media branding, corporate identity, image and reputation, leadership as well as consumer behaviour/psychology.  She is actively engaged in Fundamental Research Grant Scheme (FRGS) projects, focusing on (i) Employees Mental Health, Wellbeing and Employer Brand Performance; and (ii) Impact of Good Governance Practices on Financial and  Brand Image Performance among Malaysian Public Sector. Another area of her ongoing research revolves around The Role Of Artificial Intelligence In Optimizing Customer Experience And Sustainable Consumption: A Cross-cultural Study Between Malaysia And The United Kingdom and The impact of Consumer Consumption Decisions on Financial and Subjective Wellbeing in Malaysia. Her scholarly contributions have been published in esteemed journals including  Journal of Business Research, Journal of Brand Management, Journal of Interactive Marketing, Journal of Research in Interactive Marketing, Online Information Review, International Journal of Bank