BUS News

HKBU School of Business Assistant Professor awarded Li Ka Shing Prize 2014-15

19 Dec, 2016
img Dr. Rocky Chen Peng, Assistant Professor in the Department of Marketing, has been awarded the Li Ka Shing Prize for the year 2014-15.  Dr. Chen won the Prize out of 511 doctoral graduates of The University of Hong Kong (“HKU”) in the year 2014-15.
Dr. Chen joined the School of Business of Hong Kong Baptist University in September 2015.  He teaches consumer behavior, which is the key research area of interest to this young scholar.  Since the establishment of Li Ka Shing Prizes in 1990, there have been only four awardees in business.  Among them, another awardee (Dr. Kimmy Chan Wa, Professor) also teaches in HKBU’s Department of Marketing now. 
The Award is on the basis of academic excellence, and Li Ka Shing Prizes are categorised under two broad groupings: Group A for PhD graduates in the arts and social sciences stream and Group B for those in the science stream.  The Prize Dr. Chen has been awarded belongs to Group A. 
Rocky’s award-winning dissertation, entitled “Understanding the impacts of product anthropomorphism on consumer information processing and consumer-brand relationship”, consists of two independent essays.  The two essays will be published in the Journal of Consumer Research and Journal of Consumer Psychology, which are top-tier journals in consumer research.  Apart from his dissertation, Rocky has published another two papers in the Journal of Consumer Research and Journal of the Academy of Marketing Science
Dr. Chen thanked his PhD supervisor, Dr. Echo Wan Wen, Associate Professor, Department of Marketing, School of Business in The University of Hong Kong, for setting a good example for him. Dr. Wan’s rich experience in data collection, research writing skills and high efficiency helped Rocky to excel at a high speed.