PhD (Macq U)
MBA (Macq U)
BBus/BA (Monash U) Assistant Professor Department of Management
Tel : (852) 39635134 Email : email@example.com
Liane W.Y. Lee (PhD) has 15 years of senior management experience in product management and large-scale strategic project experiences. She had worked in HSBC and Standard Chartered Bank (HK) Limited in Personal, Small Medium Enterprise and Private Banking segments. Dr Lee represented HSBC in the launch of Renminbi and Deposit Protection Scheme with Hong Kong Monetary Authority. Her last post was Chief Operating Officer of a mining company based in the Asia Pacific region. Dr Lee had developed a strategic research agenda in four specific areas of guanxi (relationship management), stakeholder engagement, financial and CSR communications with publications in Journal of Business Research and Public Relations Review.
Research and Teaching Interests
Relationship Management (Guanxi)
Culture in emerging markets (Belt and Road, RCEP)
Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
Chan, Kara, Tsang, Lennon, Lee, Liane W.Y., Lam, Sunny S.K., Chan Rufina, Cheng, Benjamin K.L., Fan, Felicia, F., Lei, Vincent H., Ng, Terry., Wong, Jackin.,Wong, Meiji., Yeung, Fred., Zhang, Melannie., Li, Qiqi (in press), Discipline-based Communities of Practice: Life-long Learning of Advertising and Public Relations Educators, Learning Communities Journal.
Lee, Liane W.Y., Tang, Yiming, Yip, Leslie S.C. and Sharma, Piyush (2018), Managing Customer Relationships in the Emerging Markets: Guanxi as a Driver of Chinese Customer Loyalty, Journal of Business Research, 86(5), 356-365
Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara (2018), An exploratory study to conceptualize press engagement behavior with public relations practitioners,Public Relations Review, 44(4), 490-500.
Lee, Liane W.Y., Chan, Eve M.H., Ho, Danny C.K and Yip, T.L. (2021). Image of Regional Cooperation Economic Partnership and Impact of Country Free Trade Agreement Participation using GDELT Big Data Sentiment Analysis. Paper presented at Academy of International Business. 2021 Online Conference, June 28- July 2, 2021.
Chan, Eve M.H., Ho, Danny C.K., Lee, Liane W.Y., Yip, T.L., and Gunasekaran, A. (2021). A Big Data Analysis of Perceived Image of Belt and Road Initiative. Paper presented at Academy of International Business, UK & Ireland Chapter Conference, London, United Kingdom, April 14-16, 2021.
Chan, Kara., Tsang. Lennon., Chan, Benjamin K.L., Fan, Felicia, F., Lam, Sunny K.L., Lee, Liane W.Y., Huang, Lei,. Ng, Terry., Wong, Jackin., Wong, Meigi., Yeung, Fred., Zhan Melannie and Li, Qiqi. (2021). Professional development of educators through a discipline-based CoP. Paper presented at HKAECT 2021 Conference, June 24-26, 2021.
Lee, Liane W.Y., Chan Kara, Sharma, Piyush, Leung Tak-yan. (2020). Belt and Road Sentiment Index, conference paper published by International Public Relations Symposium(Bled), Slovenia, July 3-4, 2020.
Sharma, Piyush., Cardinali, Silvio., Davcik, Nebojsa., Lee Liane W.Y., Leung Tak-yan. (2020) Belt and Road Initiative – Challenges and Opportunities for Europe, conference paper published by The European Marketing Academy (EMAC), Corvinus University of Budapest, Hungary, May 27-29, 2020.
Lee, Liane W.Y., Chan, Kara and Yip, Leslie S.C. (2019) Engaging the Press – A grounded theory approach, conference paper accepted by International Public Relations Symposium, Bled, Slovenia, July 4-6, 2019.
Lee, Liane W.Y and Lip, Amy W.T., (2019) Applying metacognition techniques in improving communication-based module learning outcomes, conference paper accepted by International Conference on Applied Education, Technology and Innovation (THEi AETI 2019), organized by Technological and Higher Education Institute of Hong Kong, Hong Kong, April, 16-18, 2019.
Lee, Liane W.Y., Leung. Paul, K.H. and Sharma, Piyush. (2018) One-belt, one road – OBOR readiness for tourism industry, conference paper accepted by One Belt, one road, one tourism international conference, organized by Committee of OBOROT International Conference 2018, Palembang, Indonesia, Nov 22-24, 2018.
Lee, Liane W.Y., Yip, Leslie S.C. (2017) Role of Customer-Acquiescence in Business-to-Business Markets: Exploring the Antecedents and Consequences, 11th Great Lakes NASMEI Marketing Conference, Chennai, India. Dec 22-23, 2017.
Lee, Liane W.Y., Yip, Leslie S.C. and Xubing Zhang. (2017) Channel Sourcing Strategy Based on Customer-Acquiescence in Business-to-Business Markets: Antecedents and Consequences, to be held Special Session on Business-to-Business Relationship Marketing organized by Professor Piyush Sharma, Professor Leslie Yip and Dr. Russel Kingshott. Australia and New Zealand Marketing Academy (ANZMAC), RMIT University, Melbourne Australia, Dec 1-6, 2017.
Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara. (2017). Press co-creation behavior: Conceptualization and Scale Development. Paper presented at the annual conference of International Public Relations Symposium, Bled, Slovenia, June 30 – July 1, 2017.
Lee, Liane W.Y, Yip, Leslie S.C. and Tsui, Paul T.W. (2016) A Public Relations Practitioner’s Engagement with Journalists – A Stakeholder Engagement Perspective, 1st Annual Conference of the Public Relations Society of China and 9th International Forum on Public Relations & Advertising, Hong Kong, Dec 2-6. 2016.
Lee, Liane W.Y. and Tang, Yiming (2015). Guanxi as a Relationship Commitment and Loyalty Behaviour: A Study of Chinese Banking Customers. International Conference of Asian Marketing Association in Japan, Tokyo, Japan, Oct 30- Nov 1, 2015.
Lee, Liane W.Y. and Tang, Yiming (2014). Guanxi and Chinese Brand Loyalty, ANZMAC conference, Brisbane, Australia. Dec 1-3, 2014.
Book Chapters and Case Studies
Lee, Liane W.Y., Leung Tak-Yan and Sharma, Piyush, (2020) Exploring Hong Kong’s Role as Strategic Partner for B&R countries - Closing the Cultural Gap, in Belt and Road Initiative - Collaboration for Success, Eds. Chan, Eve M.H., Gunasekaran, A., Springer, ISBN 978-9-811-51524-8
Lee, Liane W.Y. & Chan, Kara. (2017) Practices of Corporate Social Responsibility in China and Hong Kong, In Diehl, S., Karmasin, M., Mueller, B., Terlutter, R. and Weder, F. ed., Handbook of Integrated CSR-Communication: Switzerland, Springer, p.317-341, ISBN 978-3-319-44698-1.
Lee, Liane W.Y. (2015) How does listed company handles negative news? China Minzhong Food vs West China cement, 上市公司如何應對負面消息-中國閩中食品與中國西部水泥的比較In Chan, K. and Tsang, L. ed., Public Relations and Crisis Management公關與危機管理.: City University Press Hong Kong, p.139-150, ISBN 978-962-937-243-9
Lee, Liane W.Y. (2013) “Can-Do Hong Kong Spirit” - changing the perception of insurance. In: Quester, P., Pettigrew, S., Kopanidis, F., Hill, S.R. and Hawkins, D. I. (Eds.), 2013. Consumer Behaviour, Implications for Marketing Strategy Seventh Edition, McGraw Hill, Australia, p. 256, ISBN 978-174-307-681-1
Lee, Liane W.Y. (2013) “The Mickey Mouse aura”. In: Quester, P., Pettigrew, S., Kopanidis, F., Hill, S. R. and Hawkins, D. I. (Eds.), Consumer Behaviour, Implications for Marketing Strategy Seventh Edition, McGraw Hill, Australia, p. 366, ISBN 978-174-307-681-1
Research Grants and Awards
(2021) Insight4 Analytica Pty Ltd. & Research Matching Grant Scheme (RMGS), “HR Big Data Analytics: Workforce Analytics and Planning Platform”, - Awarded amount: $360,000 (in-kind) and $360,000 (RMGS), PI: Lee, Liane W.Y.
(2021) Tocanan Ltd. & Research Matching Grant Scheme (RMGS), “Brandwatch big data public relations monitoring tool”, - Awarded amount: $95,000 (in-kind) and $95,000 (RMGS), PI: Chan, Eugene Y.H., CO-I: Lee, Liane W.Y.
(2019) Funding for Establishment of Communities of Practice (CoP/1920/02), Teaching Development Grant, HKBU - “Sharing good practices in teaching and learning of advertising and public relations” - Awarded amount: $360,000, PI: Chan, Kara, Tsang, Lennon, Huang Lei, Zhan, Melannie, Cheng, Benjamin, Fan, Felicia, Lam, Sunny, Lee, Liane, Wong, Jackin, Wong, Meigi, Yeung, Fred and Ng, Terry.
(2016) Seed Grant Scheme from Technological and Higher Education Institute of Hong Kong (THEi), 2016/17. Project titled “A study of relational behavior and brand loyalty in public relations” (Seed grant amount: $84,000, PI: Lee, Liane W.Y; Co-I: Yip, Leslie S.C., Ref: 1516101).
Business and Professional Engagement (including membership)
Advisory committee member, A.S. Watson Group Retail Academy, QF Level 2-5
Full Member, HK Public Relations Professionals’ Association (PRPA)
CERTIFIED FINANCIAL PLANNERCM, Institute of Financial Planners of Hong Kong (IFPHK)
School of Business
Lee Quo Wei Academic Building,
The Hang Seng University of Hong Kong,
Hang Shin Link, Siu Lek Yuen, Shatin,