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  • Faculty Members Directory

    Dr Morgan YANG

    PhD (HKBU)

    BBA-MKT Associate Programme Director
    Assistant Professor
    Department of Marketing
    Office: D711

    Tel : (852) 3963 5091
    Email : morganyang@hsu.edu.hk

    Biography

    Dr Yang received his doctoral degree from Hong Kong Baptist University. His research interests include consumer behavior, hospitality and tourism research, green marketing, and cross-cultural studies. His publications have appeared in such journals as British Journal of Management, International Journal of Hospitality Management, Cornell Hospitality Quarterly, Journal of Hospitality Marketing & Management, and International Journal of Human Resource Management.

    Research and Teaching Interests

    • Consumer behavior
    • Services marketing
    • Cross-culture studies in marketing and management

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

    • Google Scholar: https://scholar.google.com.hk/citations?user=imkQzB0AAAAJ&hl=en&oi=ao
      Journal papers (selected)
    • Yang, M. X., Yu, I. Y., Chan, H., & Zeng, K. J. (2020). Retain or Upgrade: The progress-framing effect in hierarchical loyalty programs. International Journal of Hospitality Management, forthcoming. (SSCI, Impact factor: 6.70, ABDC journal list: A*)
    • Feng, W.T., Yang, M. X., Yu, I. Y., & Tu, R.T. (2020). When positive reviews on social networking sites backfire: The role of social comparison and malicious envy. Journal of Hospitality Marketing & Management, forthcoming. (SSCI, Impact factor: 4.49, ABDC journal list: A)
    • Yang, M.X., Tang. X., Cheung, M.L., & Zhang, Y. (2020). An institutional perspective on consumers’ environmental awareness and pro-environmental behavioral intention: Evidence from 39 countries. Business Strategy and the Environment, forthcoming. (SSCI, Impact factor: 5.48, ABDC journal list: A)
    • Zhang, Y., & Yang, M.X. (2020). An institutional approach to female CEO plight: Evidence from organizational legitimacy and CEO dismissal. Gender in Management: An International Journal, forthcoming. (SSCI, Impact factor: 1.06).
    • Yang, M. X*., Chan, H., Yu, I. Y., & Fock, H. (2019). Consumer motivation for reward pursuit: A culture-based and progress-based model of loyalty program effectiveness. Journal of Global Marketing, 32(4), 255-268. (ABDC journal list: B) *The early version of this paper was awarded with the best paper at the Australian & New Zealand Marketing Academy Conference (2016), Christchurch, New Zealand.
    • Li, Y., Zhang, G., Yang, M. X*., & Li, J. (2015). The influence of collectivist human resource management practices on team-level identification. The International Journal of Human Resource Management, 26(14), 1791-1806. (SSCI, Impact factor: 3.04, ABDC journal list: A)
    • Tang, G., Cai, Z., Liu, Z., Zhu, H., Yang, M. X., & Li, J. (2015). The Importance of Ethical Leadership in Employees’ Value Congruence and Turnover. Cornell Hospitality Quarterly, 56 (4), 397-410. (SSCI, Impact factor: 2.80, ABDC journal list: A)
    • Li, J., Leung, A. S., Young, M., Yang, M. X., Cai, Z., & Huang, J. (2012). A Yin/Yang Perspective on the 2008 Global Financial Crisis. British Journal of Management, 23(S1), S119-S125. (SSCI, Impact factor: 3.02, ABDC journal list: A)
      Conference proceedings (selected)
    • Yu, I. Y., Huang, L., & Yang, M.X. (2020, October). Multiple social identities increase tolerance of unethical behaviors. Advances in Consumer Research, accepted. [peer review]
    • Feng, W., Yu, I. Y., & Yang, M.X. (2020, October). When social media word-of-mouth catches envious eyes: How feelings of being envied influence self-brand connection. Advances in Consumer Research, accepted. [peer review]
    • Chan, H., Zeng, K. J., & Yang, M. X. (2020, August). “The Interaction of Culture and Forum Design in Online Reviews”, Competitive Paper was presented at the Summer American Marketing Association (AMA) Conference, San Francisco, USA. [peer review]
    • Yang, M. X., Chan, H., & Zeng, J. (2018, June). “Feedback Framing in Loyalty Programs: A Cross-Cultural Investigation”, Competitive Paper was presented at the Global Marketing Conference (GMC), Tokyo, Japan. [peer review]
    • Yang, M. X., Zeng, J., Chan, H., & Yu, Y. (2017, August). “The Communication Strategy in Rewards Program Innovation: Reward Pursuit Sustainability from a Regulatory Fit Perspective”, Competitive Paper was presented at the Summer American Marketing Association (AMA) Conference, San Francisco, USA. [peer review]
    • Yang, M. X., Fock, H., Cheng, Y., and Zeng, J. (2017, August) “The Effect of VIP Granting Methods and Perceived Similarity on Non-VIPs’ Benign Envy: Does Culture Matter”, Competitive paper was presented at the Summer American Marketing Association (AMA) Conference, San Francisco, USA. [peer review]
    • Chan, H., Yang, M. X., Yu, Y., & Fock, H. (2016, Dec). “Consumer Motivations for Pursuing Loyalty Program Rewards: A Cross-Cultural Perspective”, Competitive paper was presented at the Australian & New Zealand Marketing Academy Conference, Christchurch, New Zealand. [peer review] *Best paper award

    Research Grants and Awards

    • Response Strategy to Negative Online Reviews in the Services Industry: Accommodative or Defensive? Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B12/19. HK$ 555,021. 2020/01-2021/12. Principal Investigator.
    • A Symposium on Electronic Word-of-Mouth in China: Cultural and Linguistic Perspectives. Inter-Institutional Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/IIDS14/B03/18. HK$ 306,000. Completed. Principal Investigator.
    • Motivating Loyalty Program Members toward Reward Pursuit: A Cross-Cultural Perspective. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B25/16. HK$ 492,300. Completed. Principal Investigator.
    • The Polarizing Effects of Electronic Word-of-Mouth: Self-Promotion and Self-Protection Perspectives. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B06/20. HK$ 448,195. 2021/01-2022/12. Co-Investigator.
    • Acculturative Stress, Coping Strategies, and Social Support: A Cross-cultural Comparative Study of "Hong Kong Drifters" and "Northward Drifters" in the Guangdong-Hong Kong-Macao Greater Bay Area. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/H09/20. HK$ 590,165. 2021/01-2022/12. Co-Investigator.
    • Adaptive Word-of-Mouth Behavior and Online Forum Design: A Cross-Cultural Investigation into the Dynamic Nature of Online Consumer Reviews. Faculty Development Scheme. University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B10/15. HK$ 607,430. Completed. Co-Investigator.

    Business and Professional Engagement (including membership)

    • Guest editor of a special issue titled “Electronic word of mouth and online customer reviews: A cross-cultural perspective” for Journal of Global Marketing.
    • Co-chair for the international marketing symposium “Word of Web and Digital Marketing in the Chinese Context” 25-26 July 2019.
      Reviewer of the following journals and conferences:
    • Asian Journal of Business Ethics
    • Business Strategy and the Environment
    • Corporate Social Responsibility and Environmental Management
    • International Business Review
    • International Journal of Human Resource Management
    • Journal of Global Marketing
    • Journal of Hospitality & Tourism Research
    • Journal of Knowledge Management
    • Tourism Review
    • Academy of Marketing Science Conference
    • Academy of Management Conference
    • Academy of International Business Conference
    • AMA Summer Marketing Academic Conference

    Address

    D751, 7/F,
    School of Business
    Lee Quo Wei Academic Building,
    The Hang Seng University of Hong Kong,
    Hang Shin Link, Siu Lek Yuen, Shatin,
    New Territories

    Contact Us

    Tel : (852) 3963 5551
    Email : sbus@hsu.edu.hk
    Facebook : @sbus.hsuhk.edu.hk

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