Department of Marketing Theses and Dissertations | Department of Marketing | Hong Kong Baptist University

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Department of Marketing Theses and Dissertations

Theses/Dissertations from 2020 2020

The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands, Yangyi Tang

Theses/Dissertations from 2019 2019

Leadership, innovation capability, and SME's product innovation performance :the moderating roles of reward philosophy and entrepreneurial culture, Ka Wai Chung

Two essays on interfirm relationship management, Sin Yan Tse

From entrepreneurial learning to entrepreneurial intention -- mediation and moderation : evidence from university students in Hong Kong, Cho Yee Wan

Theses/Dissertations from 2018 2018

How do men perceive and react to an unknown woman's use of a luxury brand ?, Kwai Fun Keung

The impact of absorptive capacity and ordinary capabilities on both financial and social performance: the case of social enterprises, Erica Kim Man Lee

Theses/Dissertations from 2015 2015

Customer-company identification in service failure context: the role of service recovery, corporate social responsibility, and customer participation, Ho Yan Kwan

Do emotional appeals always work in fund-raising efforts?: an explanation of schema congruity theory and emotion regulation on nonproft and for-profit fund raising, Connie Li

Joint effects of VIP granting methods and non-VIP constomers' perceived similarity toward VIP customers on non-VIP customers' benign envy, Xin Yang

Theses/Dissertations from 2014 2014

Linking foreign parent-transferred knowledge with performance superiority: the effects of distribution capability, absorptive capacity, and market turbulence in emerging economy IJVs, Ran Chen

Extending associative network theory: the role of affect in the bi-directional image transfer process, Aishwarya Paliwal

Information sharing, ordinary capabilities and firm performance: the moderating role of market orientation, Moxi Song

Theses/Dissertations from 2013 2013

From evaluating people to evaluating products : the effect of ascription versus achievement mind-set in consumer decisions, Zhi Wang

Theses/Dissertations from 2011 2011

A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation, Man Ching Kwan

Theses/Dissertations from 2010 2010

Antecedents and consequences of customer service experience : the case of theme park service, Ping Dong

The effect of multiple co-branding : an exploration through associative learning theory, Xiaoxi Lian

The effects of self-relevance of the comparison dimensions and social comparison orientation on consumers' purchase behavior, Conne Li

Theses/Dissertations from 2009 2009

The intention-based model of entrepreneurship in the Chinese context, Siu Chung Lo

Theses/Dissertations from 2007 2007

Investigating consumers' responses to prefixed brand names : the effects of feature perceptibility and familiarity on categorization judgment, Dengfeng Yan

Theses/Dissertations from 2006 2006

A study of team sponsorship : perceived team performance and presence of sports stars as cues affecting purchase intention, May Ki Heidi Ngan

Theses/Dissertations from 2005 2005

High tech entrepreneurship : an exploratory study of entrepreneurial network competence in China, Qiong Bao

Customer relationship strength in relationship marketing : an investigation with empirical evidence from the insurance industry in China, Guicheng Shi

Theses/Dissertations from 2004 2004

Measuring the perceived service quality of group package tours in China : a conceptual model and empirical evidence, Xiaomin He

Investigating the effect of integrated product relevance on consumer response toward arts sponsor, Tak Yau Poon

Theses/Dissertations from 2003 2003

Toward an understanding of behavioral intention to purchase through Internet : a study of online shopping in China, Ho Yi Carrie Tsui

Theses/Dissertations from 2002 2002

The role of perceived risk in the relationship between perceived service quality and intention to buy through the Internet : a study of online shopping in Hong Kong, May Mei-shan Cheng

Sustaining satisfactory performance in joint ventures : the antecedents of IJV performance and the role of conflict resolution styles, Ling Xu

Theses/Dissertations from 2001 2001

Affect, perceived service quality, and satisfaction : assessing the moderating role of service setting, Ying Jiang

Theses/Dissertations from 2000 2000

Service quality expectations and consumer innovativeness towards technology-based self-service options : a study of Internet banking, Tak Hing Cheung

The roles of trust and relationship commitment in buyer-seller relationships in the Chinese context, Choi Ping Lau

Relationship quality in a Chinese setting : its antecedents, consequence, and moderating effects, Lee Lee Leung

Theses/Dissertations from 1999 1999

Responsiveness to affective appeals in public service advertising : the moderating and mediating roles of gender, age, and ad-evoked emotions, Wai Piu Cheung

An image and motivation study of Hong Kong tourists to mainland China, Yuen Ming Fung

Entry mode selection : the experience of small Hong Kong firms investing in China, Po Yuk Ho

Consumer decision-making styles and the segmentation of the apparel market : a Chinese case, Shuk Yin Hui

Brand naming practices in China : an exploratory research into brand naming porcess of companies in Guanzhou and Shanghai, Yi Zhang

Theses/Dissertations from 1998 1998

Store environment as a critical determinant of consumers' behavior : the case of supermarkets in Shanghai, Yin Ling Christabel Cheng

Theses/Dissertations from 1997 1997

Corporate entrepreneurship and ethical decision-making behavior of marketing managers, Long Fung Lewis Chau

Theses/Dissertations from 1996 1996

Adolescent cigarette smoking and social marketing, Kam Chuen Tam

Theses/Dissertations from 1995 1995

Department store image advertising in Hong Kong : management and customer responses, Siu Lun Luk