Dr.Alex S.L.Tsang曾仕龍 博士WLB 512A, 34 Renfrew Road, Kowloon Tong, H.K. tsangsl@hkbu.edu.hk
(852) 3411 7551
Position:
Associate Professor,Department of Marketing



Research Interests
Socially Responsible Marketing, Socially Responsible Consumption, and Consumer Well-being

Publications
Zhang, N., Yu, L., Tsang, A. S. L., & Zhou, N. (2021). Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers' evaluation. European Journal of Marketing, 55(5), 1516-1538.
Tang, Y., & Tsang, A. S. L. (2020). Inspire me to purchase: Consumers' personal control and preference for underdog brand positioning. Journal of Business Research, 115, 101-109.
Prendergast, G., & Tsang, A. S. L. (2019). Explaining socially responsible consumption. Journal of Consumer Marketing, 36(1), 146-154.
Yan, D., & Tsang, A. S. L. (2016). The Misforecasted Spoiler Effect: Underlying Mechanism and Boundary Conditions. Journal of Consumer Psychology, 26(1), 81 - 90.
Zhou, Y., Tsang, A. S. L., 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. S. L., 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, G., Tsang, A. 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. S. L. (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, A. 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, A. 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, A. 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. S. L., & 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. S. L. (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. S. L., & 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.