Dr Winnie CHAN

BBA-MKT Programme Director
Senior Lecturer
Department of Marketing

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Academic & Professional Qualifications

PhD (PolyU)
BA (Hons) (PolyU)

Biography

Dr Chan received her PhD and First-Class Honours Degree from The Hong Kong Polytechnic University. Prior to joining HSUHK, Dr Chan gained industry experience and served as a part-time Lecturer at PolyU, HKBU, and CityU. With over 20 years of work experience, she has established a proven track record of teaching excellence in a wide range of undergraduate and postgraduate courses. Her research and teaching expertise primarily focus on strategic marketing, consumer behaviour and marketing management.

Research and Teaching Interests

Strategic marketing
Consumer behaviour
Retail and marketing management
Integrated marketing communications

Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)

Journal Articles

Chan, Winnie W.Y., Shek, M.Y., Lo, W.M., Law, Y.H. & Yeung, T.H. (2022). Donki: Decoding the secret behind Donki’s global success. Academy of Asian Business Review, 8(2), pp.61-90.
Chan, W.Y., To, Chester K.M. & Chu, W.C. (2016). Desire for experiential travel, avoidance of rituality and social esteem: An empirical study of consumer response to tourism innovation. Journal of Innovation & Knowledge, 1(1), pp.24-35.
Chan, W.Y., To, Chester K.M. & Chu, W.C. (2015). Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?. Journal of Retailing and Consumer Services, 27(Nov), pp.1-10.
Chan, Winnie W.Y., To, Chester K.M., Chu, Alice W.C. & Zhang, Z.M. (2014). Behavioral determinants that drive luxury goods consumption: A study within the tourist context. Research Journal of Textile and Apparel, 18(2), pp.84-95.

Conference Proceedings

Chan, W.Y., Chui, Hermione H.M. & Luk, P.Y. (2023). Effect of consumers’ perceived intimacy on celebrity endorsement: A relationship-building perspective. 2023 AIB Asia Pacific Regional Conference, Bangkok, Thailand.
Chan, Winnie W.Y., To, Chester K.M., Chu, Alice W.C. & Zhang, Z.M. (2012). How does luxury fashion purchase affect tourists from Mainland China?. Asia-Pacific Advances in Consumer Research, vol. 10, Duluth, MN: Association for Consumer Research, Queenstown, New Zealand, pp.407-408.
Chan, Winnie W.Y., Chu, Alice W.C. & Zhang, Z.M. (2010). A Study on the purchasing behavior of mainland tourists in buying fashion and apparel items in Hong Kong, the 12th International Foundation of Fashion and Technology Institutes (IFFTI) Annual Conference, Department of Textiles & Clothing, Fu Jen Catholic University. Taipei, Taiwan, pp.632-642.

Book Chapters

Chan, Winnie W.Y., Shek, M.Y., Lo, W.M., Law, Y.H. & Yeung, T.H. (2023). Donki: Decoding the secret behind Donki’s global success. In C.K. Kim, M.S. Lee, M. Kim, M. Jun (Ed.). How Asian Brands Soar 8: Lessons from World Top 10 Winning Cases. World Asian Case Competition (WACC 2022), organized by the Academy of Asian Business (AAB), with the Business School of Sungkyunkwan University.

Other Publications

Chan, H.Y. & Chan, W.Y. (2021). Possible failure of international fast fashion in Hong Kong. HSUHK Business Review, 3(1), pp.7-16.

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