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Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion (2023)
Presentation / Conference Contribution
Tjandra, N., Cheung, M., Backhaus, C., & Lee, Z. (2024, April). Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion. Presented at 17th Global Brand Conference, Edi

This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s responses through emotional brand attachment and brand passion. Moreover, empa... Read More about Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion.

The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contract, interfirm knowledge sharing and firm performance (2022)
Journal Article
Sung, J., Tekleab, A., Cheung, M., & Wu, W. P. (2023). The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contract, interfirm knowledge sharing and firm performance. Journal of Kn

Purpose Prior research on interfirm collaborations has demonstrated that trust and contract are two central governance mechanisms that influence a firm’s knowledge sharing decision and the subsequent effect on performance. However, we know little ab... Read More about The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contract, interfirm knowledge sharing and firm performance.

What influences people to click 'Like' on posts of branded content (2022)
Journal Article
Cheung, M. F., & To, W. M. (2023). What influences people to click 'Like' on posts of branded content. Journal of Strategic Marketing, 31(6), 1155–1177. https://doi.org/10.1080/0965254X.2022.2058067

Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click ‘Like’ on posts of branded content and whether clicking ‘Like’ motivates people to search for more information on... Read More about What influences people to click 'Like' on posts of branded content.

Effect of customer involvement on co-creation of services: A moderated mediation model (2021)
Journal Article
Cheung, M. F., & To, W. (2021). Effect of customer involvement on co-creation of services: A moderated mediation model. Journal of Retailing and Consumer Services, 63, Article 102660. https://doi.org/10.1016/j.jretconser.2021.102660

The study explored the influence of customer involvement on co-creation directly and indirectly through three customer engagement dimensions, namely identification, interaction, and absorption from lens of customer-dominant logic and stimulus-organis... Read More about Effect of customer involvement on co-creation of services: A moderated mediation model.

Effect of conflict‐outcomes: moderating role of psychosocial mentoring and emotional intelligence (2021)
Journal Article
Cheung, M. F. Y., Wong, C., & Chiu, W. C. K. (2022). Effect of conflict‐outcomes: moderating role of psychosocial mentoring and emotional intelligence. Asia Pacific Journal of Human Resources, 60(3), 658-681. https://doi.org/10.1111/1744-7941.12292

Based on the perspective of emotions, this study examines the moderating role of psychosocial mentoring and emotional intelligence (EI) on the impact of task/relationship conflict on outcomes. We collect data of 206 employees from diverse industries... Read More about Effect of conflict‐outcomes: moderating role of psychosocial mentoring and emotional intelligence.

The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation (2020)
Journal Article
Cheung, M., & To, W. M. (2021). The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation. Asia Pacific Journal of Marketing and Logistics, 33(4), 1014-1032. https://doi.org/10.1108/A

Purpose This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and wor... Read More about The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation.

The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs (2020)
Journal Article
Cheung, M. F. Y., & To, W. M. (2021). The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and propose that... Read More about The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs.

An extended model of value-attitude behavior to explain Chinese consumers' green purchase behavior (2019)
Journal Article
Cheung, M., & To, W. M. (2019). An extended model of value-attitude behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153. https://doi.org/10.1016/j.jretconser.2019.04.006

This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model on a random sample of 399 Chinese consumers in Hong Kong. Results of structural equation modelling showed that co... Read More about An extended model of value-attitude behavior to explain Chinese consumers' green purchase behavior.

How personality traits, employee incompetence and consumer similarity influence shoplifting behavior (2019)
Journal Article
Bai, Y., Wu, W., & Cheung, M. (2019). How personality traits, employee incompetence and consumer similarity influence shoplifting behavior. Journal of Consumer Marketing, 36(3), 379-392. https://doi.org/10.1108/JCM-06-2018-2718

Purpose This study aims to investigate the mediating role of shopping intention and the moderating roles of employee incompetence and consumer similarity in the relationship between consumers’ personal traits and their shoplifting behaviors Desig... Read More about How personality traits, employee incompetence and consumer similarity influence shoplifting behavior.

The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior (2017)
Journal Article
Cheung, M., & To, W. M. (2017). The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior. Computers in Human Behavior, 76, 102-111. https://doi.org/10.1016/j.chb.2017.

In-app advertising is one of the fastest growing areas in social commerce. Building on previous studies of e-commerce and psychological theories, this paper examines a theoretical model that extends the theory of planned behavior to include the prope... Read More about The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior.

The effect of organizational responses to service failures on customer satisfaction perception (2016)
Journal Article
Cheung, M., & To, W. M. (2017). The effect of organizational responses to service failures on customer satisfaction perception. Service Business, 11(4), 767-784. https://doi.org/10.1007/s11628-016-0328-z

This paper explores how organizational responses to service failures affect perceived justice and recovery satisfaction using responses from 410 customers who experienced service failures in Hong Kong. The results indicated that the acknowledgement o... Read More about The effect of organizational responses to service failures on customer satisfaction perception.

A customer-dominant logic on service recovery and customer satisfaction (2016)
Journal Article
Cheung, M., & To, W. M. (2016). A customer-dominant logic on service recovery and customer satisfaction. Management Decision, 54(10), 2524-2543. https://doi.org/10.1108/MD-03-2016-0165

Purpose Service recovery is a challenge to organizations because customers will respond to recovery processes and outcomes differently. Yet, there are few studies that examine the antecedents of customer co-recovery. Hence, the purpose of this paper... Read More about A customer-dominant logic on service recovery and customer satisfaction.

Service co-creation in social media: An extension of the theory of planned behavior (2016)
Journal Article
Cheung, M., & To, W. M. (2016). Service co-creation in social media: An extension of the theory of planned behavior. Computers in Human Behavior, 65, 260-266. https://doi.org/10.1016/j.chb.2016.08.031

Social media have become a major channel through which consumers interact with firms and other consumers. This paper examines the factors that drive consumers to co-create in social media and proposes a theoretical model that extends the theory of pl... Read More about Service co-creation in social media: An extension of the theory of planned behavior.

Do task and relation-oriented customers co-create a better quality of service? An empirical study of consumer-dominant logic (2015)
Journal Article
Cheung, . F. Y. M., & To, W. M. (2015). Do task and relation-oriented customers co-create a better quality of service? An empirical study of consumer-dominant logic. Management Decision, 53(1), 179-197. https://doi.org/10.1108/MD-05-2014-0252

Purpose The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic. Design/methodology/approach The authors rev... Read More about Do task and relation-oriented customers co-create a better quality of service? An empirical study of consumer-dominant logic.

Factors that influence the level of problem gambling: A Macao case (2012)
Journal Article
Cheung, M. (2012). Factors that influence the level of problem gambling: A Macao case. Journal of Gambling Business and Economics, 6(1), https://doi.org/10.5750/jgbe.v6i1.576

This study has two purposes. First, we aim to identify the demography factors, namely gender, marital status, educational level, age, monthly income, and cognitive factor, namely casino-related job and emotional intelligence are predictive of problem... Read More about Factors that influence the level of problem gambling: A Macao case.

How do customers' motivational orientations affect satisfaction? (2012)
Journal Article
Cheung, M., & To, W. M. (2012). How do customers' motivational orientations affect satisfaction?. Journal of Financial Services Marketing, 172(2), 135-147. https://doi.org/10.1057/fsm.2012.11

This study examines the link between customer motivational orientation and customer satisfaction in the Chinese context. The customer motivational orientation–satisfaction model was tested on 349 Chinese bank customers in Macao, China. Results of str... Read More about How do customers' motivational orientations affect satisfaction?.

Explore how Chinese consumers evaluate retail service quality and satisfaction (2012)
Journal Article
To, W. M., Tam, J. F. Y., & Cheung, M. (2013). Explore how Chinese consumers evaluate retail service quality and satisfaction. Service Business, 7(1), 121-142. https://doi.org/10.1007/s11628-012-0149-7

The present study explores how Chinese consumers evaluate retail service quality and satisfaction. A questionnaire including items from SERVQUAL and RSQS was developed and administrated to a random sample of 556 Chinese consumers based on a literatur... Read More about Explore how Chinese consumers evaluate retail service quality and satisfaction.

Customer involvement and perceptions: The moderating role of customer co-production (2011)
Journal Article
Cheung, M., & To, W. M. (2011). Customer involvement and perceptions: The moderating role of customer co-production. Journal of Retailing and Consumer Services, 18(4), 271-277. https://doi.org/10.1016/j.jretconser.2010.12.011

This study examines customer-specific antecedents of perceived service performance. Based on a review of the consumer services literature, we propose a theoretical model that links customer involvement to perceived service performance and identify th... Read More about Customer involvement and perceptions: The moderating role of customer co-production.

Management commitment to service quality and organizational outcomes (2010)
Journal Article
Cheung, M. F., & To, W. M. (2010). Management commitment to service quality and organizational outcomes. Managing Service Quality, 20(3), 259-272. https://doi.org/10.1108/09604521011041970

Purpose – This paper aims to explore the mediating role of effective employee involvement in the links between management commitment to service quality, employees’ job satisfaction, and customer perceptions of service performance. Design/methodolo... Read More about Management commitment to service quality and organizational outcomes.