基本信息
浏览量:36
职业迁徙
个人简介
Research Interests
Consumer behavior
Brand endorser strategy
Political marketing
Gaming/casino research
Grants and Awards
Principal investigator. An empirical study about how social media marketing affect brand attitude and communication effectiveness, funded by University of Macau (Ref. No. MYRG2016-00050-FBA) 2016-2018.
Principal investigator. Investigating antecedents-brand experience model: Case from catering industry, funded by University of Macau (Ref. No. MYRG2016-00049-FBA) 2016-2018.
Principal investigator. The impact of brand equity on brand attitude and purchase intention from hotel customers’ mindset perspective, funded by University of Macau (Ref. No. MYRG2016-00048-FBA) 2016-2018.
Co-investigator. Macao entrepreneurship index (MEI) research, funded by SMEs service platform and Macao Economic Services (Direcção dos Serviços de Economia). 2016 (consultancy project).
FBA Teaching Award, 2015 (Best of Department/Program, 2013-2015).
FBA Service Award, 2015 (Best of Department/Program, 2013-2015).
Principal investigator. Does CSR initiatives perception enhance customers’ preference and repurchase? A cross culture study, funded by University of Macau (Ref. No. MYRG2014-00095-FBA) 2014-2016.
Principal investigator. Chinese migrant workers' adoption of urban consumer habits, funded by University of Macau (Ref. No. MYRG2014-00096-FBA) 2014-2016.
Co-investigator. Assistance scheme of employment development for disabled- Phase II, funded by Social Welfare Bureau (Instituto de Acção Social de Macau). 2014-2016 (consultancy project).
Co-investigator. The influence of non-mandatory central provident fund system on the business sector, funded by Associação Comercial de Macau. 2014-2015 (consultancy project).
Principal investigator. Banco Nacional Ultramarino (BNU)'s Call Center service quality investigation, funded by Banco Nacional Ultramarino. 2014 (consultancy project).
Emerald’s prime picks: Specially selected articles (2013): Wong, I.A., Fong, H., Liu, M. (2012), Understanding perceived casino service difference among players, International Journal of Contemporary Hospitality Management, 24(5), 753-773.
Principal investigator. The research of relationships among brand loyalty, perceived benefit, attitude, and purchase intention with co-branded products: An empirical study in Greater China area, funded by University of Macau (Ref. No. MYRG011(Y1-L1)-FBA12-LTC) 2012-2013.
Principal investigator. The service quality investigation for general counter service of BNU: Through an initial Mystery Shopper method, funded by Banco Nacional Ultramarino. 2013 (consultancy project).
Principal investigator. The initiative study to reserve and limit regulations about election campaign promotion: A cross-regional perspective, funded by Office for Personal Data Protection (Gabinete para a Protecção de Dados Pessoais, GPDP), 2012 (consultancy project).
Academy of Marketing Science Outstanding Marketing Teacher Award, finalist. 2012.
Principal investigator. The consumers internet-based group buying influential factor model: The empirical study in China, funded by University of Macau (Ref. No. MYRG010(Y1-L1)-FBA11-LTC) 2011-2012.
Principal investigator. The research of perception toward endorsers in sports marketing: An empirical study of Chinese consumers in Greater China, funded by University of Macau (Ref. No. RG008/09-10S/LTC/FBA). 2010.
Principal investigator. Research of redemption behavior for credit card reward programs, funded by University of Macau (Ref. No. RG008/08-09S/LTC/FBA). 2009.
Co-investigator. The research of bilateral relationships, economic development, and trade policies after Ma presidency in Taiwan, funded by the Zhejiang Province Government (Ref. No.08ZBST002YB). 2008-2009.
Best Reviewer Award of Contemporary Management Review (2009)(Superior reviewer).
Best Paper Award, International Conference on Business and Information (2008), Seoul, South Korea.
Best Paper Award, The 3rd Chinese Youth Development Symposium (2007), Guangzhou, China.
Co-investigator. The research of feasibility evaluation of virtual airport implementation in Macau International Airport, funded by C.A.M., Soc.Do Aeroporto Intervacional De Macau. 2005-2006 (consultancy project).
研究兴趣
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