Asian Centre for BRANDING & MARKETING 亞洲品牌及市場學中心

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About ACBM

Welcome to the Asian Centre for Branding and Marketing (ACBM)! With the knowledge and experience of our academic staff in marketing, ACBM aims to promote professionalism and excellence in the areas such as consumer behavior, digital marketing, social media communication, and B2B marketing. We advocate an integrated approach to the advancement of research, executive training and management consulting. ACBM serves as a knowledge sharing platform which facilitates the exchange of innovative ideas and best practices among marketing professionals, business communities, and academia. With the vision to nurture, inspire and empower ethical leaders, we are committed to developing collaborative networks and making a positive impact in the wider society.

Mission

Our mission is to establish a leading branding and marketing research centre in Hong Kong, the Greater Bay Area and the Asia Pacific region and to promote best-in-class practices in the related research disciplines.

Objective

To adopt inter-disciplinary and cross-functional approaches to produce world-class branding and marketing research with both academic and practitioner relevance.
To act as a knowledge sharing platform which facilitates the exchange of innovative ideas and industry best practice among marketing professionals, business leaders and academia.
Leverage the insights and experience of the business communities and the knowledge of the academia to promote thought leadership and socially responsible marketing for a sustainable future.

Please visit here for member list.

Advisory Board

		Mr Kevin HUANG COO, The South China Morning Post kevin.huang@scmp.com Industry: Newspaper publishing & online media

		Mr Terry IU Head of Industries Greater China Region, Meta terryiu@meta.com Industry: Social metaverse

		Ms Dionne KUNG Deputy CEO, Greater Bay Area Homeland Youth Community Foundation dionnekung@gbayouth.org.hk Industry: Charitable foundation

		Mr Gabriel LEE Executive Director & Group General Manager, Hong Kong Ferry (Holdings) Limited gabriel.lee@hkf.com Industry: Property development & ferry operations

		Mr James TONG Director Public Affairs, John Swire & Sons (H.K.) Limited jamestong@jsshk.com Industry: Conglomerate

		Ms Olivia WONG General Manager Environmental & Social Responsibility, MTR Corporation Limited oliviakywong@mtr.com.hk Industry:Public transport

A* and A Research Publications

Yao, D., Tang, C., & Chu, J. (2023). A Dynamic Model of Owner Acceptance in Peer-to-Peer Sharing Markets. Marketing Science, 42(1), 166-188.
Duong, H., Chu, J., & Yao, D. (2023). Taxi driver’s response to cancellations and no-shows: New evidence for reference-dependent preferences. Management Science, 69 (1), 179-199.
Zhao, D., Gao, Y., & Gu, F. (2022). The use of ambiguous language in contract adjustment: An empirical study
of its impact on interfirm relationship performance. Industrial Marketing Management, 107, 368-382.
Leung, F. F., Gu, F. F., Li, Y. W., Zhang, J. Z., & Palmatier, R. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115.
Leung, F., Gu, F. F., & Palmatier, R.(2022). Online Influencer Marketing. Journal of Academy of Marketing Science, 50(2), 226-251.
Wang, M., Zhao, D., & Gu, F. (2021). Distributors’ Customer-driving Capability under Supplier Encroachment. Industrial Marketing Management, 94(April), 52-65.
Zhao, D., Wang, L. & Gu, F. (2021). Reconsidering network embeddedness: Effects on different forms of opportunism. Journal of Business Research, 131, 12-24.
Gu, F., Tse, S.Y., Wang, D.T. & Zhang, T.J. (2021). The effect of distributors' relationship exploration on relationship quality under market uncertainty. Industrial Marketing Management, 93, 344-355.
Huang, F., & Fishbach, A. (2021). Feeling Lonely Increases Interest in Previously Owned Products. Journal of Marketing Research, 58(5), 968-980.
Su, L., Monga, A.B., & Jiang, Y. (2021). How Life-Role Transitions Shape Consumer Responses to Brand Extensions. Journal of Marketing Research, 58(3), 579-594.
Wu, Y., Hamilton, R. W., Kim, N. Y. J., & Ratner, R. K. (2021). Navigating Shared Consumption Experiences: Clarity About a Partner’s Interests Increases Enjoyment. Journal of Marketing Research, 58(3), 439-455.
Zhang, C., Du, N., & Zhang, X. (2021). When an interfirm relationship is ending. Journal of Business Research, 125, 227-238.
Chen, F.Y., Chen, P., Li, Y. (2020). When Sadness Comes Alive, Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption. Journal of Consumer Psychology, 30(2), 277-295.
Tang, Q.Q., Gu, F., Xie, E., & Wu, Z. (2020). Exploratory and Exploitative OFDI from Emerging Economies: Their Impacts on Firm Performance. International Business Review, 29(2), 1-16.
Huang, F., Wong, V. C., & Wan, E. W. (2020). The Influence of Product Anthropomorphism on Comparative Judgment. Journal of Consumer Research, 46(5), 936-955. Research, 46(5), 936-955.
Leung, F.,TSE, C., & Yim, K.C. (2020). Engaging Customer Cocreation in New Product Development Through Foreign Subsidiaries: Influences of Multinational Corporations’ Global Integration and Local Adaptation Mechanisms. Journal of International Marketing, 28(2), 59-80.
Leung, F., Kim, S., & TSE, C. (2020). Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses. Journal of Marketing, 84 (3), 106-121.
Gu, F., Wang, J.J., & Wang, T. (2019). The Role of Sales Representatives in Cross-Cultural Business-to-Business Relationships. Industrial marketing management, 78, 227-238.
Su, L., Wan, E.W., and Jiang, Y. (2019). Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density. Journal of Consumer Research, 46(4), 808-824.
Fan, L., Li, X., and Jiang, Y. (2019). Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers. Journal of Consumer Research, 46(1), 82-98.
Yael, S and Jiang, Y. (2019). Securing the Future: Threat to Self-Image Spurs Financial Saving Intentions. Journal of Personality and Social Psychology, 117(4), 741-757.
Jiang, Y. Su, L, and Zhu, R. (2019). The Shape of Money: The Impact of Financial Resources on Product Shape Preference. Journal of the Association for Consumer Research, 4, 436-445.
Chen, F., Jaideep, S., & Rashmi A. (2018). Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality. Journal of the Association for Consumer Research, 3(4), 503-513.
Zhang, C., Bai, X. & Gu, F. (2018). Contract learning in the aftermath of exchange disruptions: An empirical study of renewing interfirm relationships. Industrial Marketing Management, 71, 215-226.
Fan, L., & Jiang, Y. (2018). Don’t Surprise Me: How Social Relationships Shape Consumers’ Attitudes toward Probabilistic Selling. Journal of the Association for Consumer Research, 3(3), 440-450.
Huang, Z., Huang, X., & Jiang, Y. (2018). The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity. Journal of Marketing Research, 55(3), 432-455.
Zhang, C., Fang, D., Yang, X., & Zhang, X. (2018). Push and pull strategies by component suppliers when OEMs can produce the component in-house: The roles of branding in a supply chain. Industrial Marketing Management, 72, 99-111.
Si, K., & Jiang, Y. (2017).Bidirectional contrast effects between taste perception and simulation: A simulation-induced adaptation mechanism. Journal of Consumer Psychology, 27(1), 49-58.
Su, L., Jiang, Y., Chen, Z., & Nathan Dewall, C. (2017). Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism. Journal of Consumer Research, 99-117.

Ongoing Research Projects

Dr Boyoun Grace CHAE

Scent Effects on Food Consumption
The Impact of Artificial Intelligence on Consumer Behavior
The Impact of Time Keeping Direction on Goal Trade-off
The Investigation of the Impact of Promotional Items' Indulgency on Charity Donation Behavior

Dr Fangyuan CHEN

Consumer Response to Brand Alliance Termination: A Deontic Perspective

Dr Fang Flora GU

Contract Adjustment in Interfirm Relationships
Forms of Relationship Exploration and Firm Performance
The effects of Consumer Ethnocentrism, Animosity and their interaction with Brand Name and Product Involvement on Consumers’ Product Evaluation and Purchase Intention

Dr Feifei HUANG

The Sustainability Paradox

Prof. Yuwei JIANG

Social Dynamics in Consumer Communication
Time Scarcity and Consumer Reaction to Product Aesthetics

Dr Nicole KIM

Friendship Utility

Dr Fine Fanni LEUNG

Nonlinear Effects of Online Influencer Characteristics on Post Engagement

Dr Qiyuan WANG

The Impact of COVID-19 Volunteering on Doctors’ Online Service Provision

Dr Dai YAO

The Single-Unit Inventory Management Problem for Owners in Peer-to-Peer Sharing Markets

Dr Xubing ZHANG

A Model of Distribution Intensity
Effects of Measuring Satisfaction on Customers’ Subsequent Investment Behavior: The Role of Investment Performance and Customers’ Reliance on Firms’ Investment Advice
Selling a Product Online, Offline, or in Both Channels? The Role of the Manufacturer and the Retailer's Across-Channel Pricing Policy

Practical Insights
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Consultancy Projects
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Case Studies
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Industry Companies

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Partnering Centres

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News and Events

10 May 2023 Asian Centre for Branding and Marketing (ACBM) welcomes new Honorary Advisors to the Advisory Board

7 Nov 2022 ACBM International Management Seminar "Automotive Marketing Today - Discussing business implications of a changing industry" presented by Mr Maxime Engels-Deutsch

22 Nov 2021 ACBM Knowledge Transfer Webinar "Decoding the secrets behind the success and failure of branding" presented by Dr Royce YUEN, Co-Founder and Co-CEO, MaLogic Holdings Limited, Professor of Practice (Marketing), The Hong Kong Polytechnic University

31 Mar 2021 "Product Improvement Decisions in the C2C Context: When Product Providers Prioritize Fixing Weaknesses More Than Choosers Would Appreciate" presented by Dr Yanping TU, University of Florida

24 Mar 2021 "Scalpers: When “How Many” is the Question" presented by Dr Chenxi LIAO, The Chinese University of Hong Kong

17 Mar 2021 "Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform" presented by Dr Shijie LU, University of Houston

11 Mar 2021 "Frequency versus Intensity: How Thinking of a Frequent Consumption Indulgence as Social versus Solitary Affects Preferences for How to Cut Back" presented by Dr Peggy LIU, University of Pittsburgh

3 Mar 2021 "Franchisee Termination: Meaning, Performance, and Contingencies" presented by Prof Sam MIN, California State University

14 Oct 2019 "A Heuristic Approach to Explore: The Value of Perfect Information" presented by Prof. Andrew CHING, Johns Hopkins University

26 Jul 2019 "Shhh… Don’t Tell: Divergent Effects of Secrecy on Enjoyment" presented by Dr Xiaoyan DENG, Ohio State University

28 May 2019 "Grounded Procedures Theory: The Case of Cleansing as a Procedure of Separation" presented by Dr Spike W. S. LEE, University of Toronto

7 May 2019 "Divine Contentment: How God Salience Affects the Desire for Self-Improvement Products" presented by Dr Keisha CUTRIGHT, Duke University

15 Apr 2019 "Consumer Identify Conflict and Risk Preference" presented by Prof. Ying ZHANG, Guanghua School of Management

2 Apr 2019 "Speed, Status Faces and Names" presented by Prof. Jacob GOLDENBERG, Arison School of Business, Interdisciplinary Center (IDC)

1 Apr 2019 "The Effects of the Disclosure of Advertising Spending on Investors’ and Analysts’ Uncertainty" presented by Prof. Kapil TULI, Singapore Management University

28 Mar 2019 "In Dubious Battle:Issue Salience, Polarization, and Corporate Social Counterpositioning" presented by Dr Donal CRILLY, London Business School

28 Mar 2019 "Transparency of Behavior-Based Pricing" presented by Dr Xi LI, City University of Hong Kong

19 Mar 2019 "Yearning to be Fair: Skin Tone and the Pursuit of Status" presented by Prof. Nancy WONG, University of Wisconsin-Madison

8 Jan 2019 "The Value of Compatibility to a Tied-good Market" presented by Dr Yufeng HUANG, University of Rochester

11 Dec 2018 "Emotionality in Language: Measurement, Theory Development, and Findings" presented by Prof. Derek D. RUCKER, Northwestern University

14 Nov 2018 "Obesity and Self-Control: Evidence from Food Purchase Data" presented by Dr Matthew OSBORNE, University of Toronto Mississauga

11 Sept 2018 "Beauty and Negativity at The Ballot Box: Effects of Negative Political Advertising and Attractiveness on Candidate Evaluation" presented by Dr Juliana FERNANDES, University of Miami

7 Sept 2018 "The Oreo Effect: Ritualistic Behavior Decreases Loneliness by Making Life More Meaningful" presented by Prof. Thomas KRAMER, University of California

14-15 Dec 2015 Marketing Research Camp Location: Senate Room, PolyU

18 Jun 2015 Research Seminar: Effortful Is Friendly but Talented Is Not? Influence of Attribution of Service Employee Competence on Consumer Relationship Expectation Location: Senate Room, PolyU

23 Apr 2015 Research Seminar: Scarcity and Aggression: Explaining the Downside of Black Friday Location: Senate Room, PolyU

26 Nov 2014 Research Seminar: The Determinants of the Vertical Relations: An Empirical Analysis of the Chinese Auto Market Location: Senate Room, PolyU

19 Nov 2013 ACBM Marketing Workshop Series Location: Shirley Chan Building, PolyU

18 Nov 2013 7th International Conference on “Branding and Marketing in a Global Marketplace – An Asian Perspective" Location: Senate Room, PolyU

2 Dec 2010 Brand Management Research Symposium Location: AG 710, PolyU

1 Dec 2010 6th International Conference on Brand Management Theme: Brand Sustainability Location: S421, The Hong Kong Convention and Exhibition Centre

1 Dec 2009 5th International Conference on Brand Management Theme: Brand Driven Innovation: Design, Management and Value Location: The Hong Kong Convention and Exhibition Centre

29 Nov 2009 Brand Management Research Symposium Location: PolyU

11 Sep 2009 Emotional Branding and Retail Experience Workshop Location: PolyU

6 May 2009 Brand Management Workshop Theme: Enhancing and Capturing Value in Competitive Markets with Strong Brands Location: PolyU

May 2009 Briefing Session for Retail Industry Theme: The Tenth Phase of the "Customer Perceived Value (CPV) of Hong Kong's Retail Sector" Research Study Location: PolyU

Apr 2009 Press Conference Theme: "Customer Perceived Value (CPV) of Hong Kong's Retail Sector Phase 10 findings" Research Study Location: PolyU

9 Dec 2008 4th International Conference on Brand Management Theme: Corporate Strategy and Branding Location: The Hong Kong Convention and Exhibition Centre

8 Dec 2008 3rd Branding Research Symposium Location: PolyU

23 May 2008 Branding Seminar Theme: Building Profitable Customer Relationships through Superior Service & Technology Location: PolyU

14 Dec 2007 Brand Experience Workshop Theme: Leveraging Brands to Drive Shareholder Value in The Greater China Market Location: PolyU

11 Dec 2007 3rd International Conference on Brand Management Theme: Brand Experience Location: PolyU

Dec 2007 2nd Branding Research Symposium Location: PolyU

28 Nov 2006 2nd International Conference on Brand Management Theme: Creating Values with Brands: A Global Perspective Location: The Hong Kong Convention and Exhibition Centre

Nov 2006 1st Branding Research Symposium Location: PolyU

19 Nov 2005 1st International Conference on Brand Strategies and Management Location: Sheraton Hotel

Contact Us

Address:	Asian Centre for Branding & Marketing Department of Management and Marketing The Hong Kong Polytechnic University Hung Hom, Kowloon, Hong Kong
Telephone:	(852) 2766 7119
Fax:	(852) 2765 0611
Email:	syeeleung @polyu.edu.hk
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