Research Areas

Branding Communication

Faculty expertise includes celebrity endorsement and KOL influences, customer-brand relationships on social media, gamification and brand management, advertising and branding creativity, young consumers and media.



Kara Chan
Professor, Department of Communication Studies & Associate Dean (Teaching and Learning) of School of Communication

Kineta Hung
Professor, Department of Communication Studies

Angela Mak
Associate Professor, Department of Communication Studies

Terri Chan
Assistant Professor, Department of Communication Studies

Regina Chen
Associate Professor & Associate Head of Department of Communication Studies


Recent Publications

Chan, Kara, and Fei Fan. 2020. “Perception of Advertisements with Celebrity Endorsement among Mature Consumers.” Journal of Marketing Communications, 1–17.

Chan, K. and Zhang, T. 2019. Perception of Celebrity Endorsement in Public Services Advertising. International Review on Public and Nonprofit Marketing, published online

Chan, Terri H., Rocky Peng Chen, and Caleb H. Tse. 2018. How Consumers Perceive Brands in Online and Offline Encounters: A Brand Perception Framework in China. Journal of Advertising Research, Mar, 90-110.

Chen, Y. R. 2018. Strategic Donor Engagement on Mobile Social Networking Sites in China: A Study of Chinese Millennial WeChat Users. Chinese Journal of Communication, 11(1), 26-44. Doi: 10.1080/17544750.2017.1357642

Hung, Kineta. 2020. Celebrity and Influencer in a Fan Economy: Unfolding the Fans’ Roles in Enhancing Endorsement Effects, in Multidisciplinary Perspectives on Media Fandom, edited by Robert Andrew Dunn, 323–340. Hershey, PA: IGI Global.

Hung, Kineta, and David K. Tse. 2020. Luxury Brand Consumption in Emerging Economies: Review and Implications, in Research Handbook on Luxury Branding, edited by Felicitas Morhart, Sandor Czellar and Keith Wilcox, 93–116. Cheltenham, UK: Edward Elgar.

Leung, Vivienne, S.Y. Kimmy Cheng, and Tommy Tse. 2018. Insiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China. International Communication Studies 27 (1): 96-113. doi:

Leung, Vivienne S. Y. 2018. The Disclosure Of Celebrity Major Depressive Disorder Diagnoses In Hong Kong: Its Effects On Public Awareness And Understanding Toward The Illness. Community Mental Health Journal. doi:

Chan, K. 2017. Social issues of advertising (edited), 216 pages, Hong Kong: City University of Hong Kong Press, ISBN 978-962-937-283-5

Chan, T. H., Tse, C. H., & Hung, K. 2017. Productivity and Impact in Advertising Research since the Millennium: A Profiling and Investigation of Drivers of Impact. International Journal of Advertising, 36(1), 11-37. doi:10.1080/02650487.2016.1167812

Chen, Y. R. 2017. Perceived Values of Branded Mobile Media, Consumer Engagement, Business-Consumer Relationship Quality and Purchase Intention: A Study of WeChat in China. Public Relations Review, 43, 945-954. Doi: 10.1016/j.pubrev.2017.07.005

Tarek, K.M. and Mak, A. 2017. Fashion CSR by Global Brands vs. Social Enterprises: A Closer Look after the Rana Plaza Collapse in Bangladesh. Media Asia, pp.1-7. DOI: