About the School

Academic Departments


Associate Professor, Department of Marketing

Programme Director, MSc in Global Marketing Management

Research Interests

Marketing of Pop Culture Products, Marketer-Consumer Cocreation, Marketing Ethics

  • Yan, D., & Tsang, A. (2016). The Misforecasted Spoiler Effect: Underlying Mechanism and Boundary Conditions. Journal of Consumer Psychology, 26(1), 81 - 90.
  • Zhou, Y., Tsang, A., Huang, M., & Zhou, N. (2014). Does Delaying Service-Failure Resolution Ever Make Sense?. Journal of Business Research, 67(2), 159-166.
  • Zhou, Y., Tsang, A., Huang, M., & Zhou, N. (2014). Group Service Recovery Strategies Effectiveness: The Moderating Effects of Group Size and Relational Distance. Journal of Business Research, 67(11), 2480-2485.
  • Prendergast, Gerard P., Tsang, Alex S.L., & Cheng, R. (2014). Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48(1/2), 132-146.
  • Zhuang, G., Hemdon, Neil C., & Tsang, A. (2014). Impact of Firms' Policies on Chinese Industrial Purchasers' Ethical Decision Making. Journal of Purchasing and Supply Management, 20(4), 251-262.
  • Zhou, Y., Huang, M., Tsang, Alex S. L., & Zhou, N. (2013). Recovery Strategy for Group Service Failures: The Interaction Effects between Recovery Modes and Recovery Dimensions. European Journal of Marketing, 47(8), 1133-56.
  • Ngan, S., & Tsang, Alex S. L. (2012). Elucidating the Conceptual Structure of a Business Domain via Exploratory Network Analysis of Business Survey Data. Expert Systems with Applications, 39(7), 6359-6369.
  • Zhuang, G., Herndon, Neil C., & Tsang, Alex S. L. (2012). The Impact of Buyers on Salesperson's Ethical and Behavioral Intention to Practice Gray Marketing. Journal of Global Marketing, 25(1), 57-78.
  • Huang, M., Cai, F., Tsang, A., & Zhou, N. (2011). Making Your Online Voice Loud: The Critical Role of WOM Information. European Journal of Marketing, 45(7/8), 1277-1297.
  • Ngan, Heidi M. K., Prendergast, Gerard P., & Tsang, A. (2011). Linking Sports Sponsorship with Purchase Intentions: Team Performance, Stars, and the Moderating Role of Team Identification. European Journal of Marketing, 45(4), 551-566.
  • Zhuang, G., Xi, Y., & Tsang, A. S. L. (2010). Power, Conflict, and Cooperation: The Impact of Guanxi in Chinese Marketing Channels. Industrial Marketing Management, 39(1), 137-149.
  • Prendergast, Gerard P., Tsang, A., & Chan, Cherry N. W. (2010). The Interactive Influence of Country of Origin of Brand and Product Involvement on Purchase Intention. Journal of Consumer Marketing, 27(2), 180-188.
  • Tsang, A. S. L., & Prendergast, G. P. (2009). Does Culture Affect Evaluation Expressions? A Cross-cultural Analysis of Chinese and American Computer Game Reviews. European Journal of Marketing, 43(5/6), 686-707.
  • Tsang, A. S. L., & Prendergast, G. P. (2009). Is a Star Worth a Thousand Words? The Interplay between Product-Review Texts and Rating Valences. European Journal of Marketing, 43(11/12), 1269-1280.
  • Tsang, A. S.L., & Yan, D. (2009). Reducing the Spoiler Effect in Experiential Consumption. Advances in Consumer Research, 36, 708-709.
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