PhD (HKBU) Assistant Professor Department of Marketing
Tel : (852) 3963 5789 Email : email@example.com
Dr Fiona Tse obtained her Bachelor of Business and Master of Marketing from Griffith University, Australia and Doctor of Philosophy in Marketing from Hong Kong Baptist University. She has several years of teaching experience in introduction to marketing, consumer behaviour, integrated marketing communications, business ethics and corporate social responsibility, etc. Dr Tse's research interests focus on marketing channel strategy, channel relationship, digital platform, and international business. She has published papers in Industrial Marketing Management which is a top international refereed journal specialising in B2B marketing.
Research and Teaching Interests
Integrated Marketing Communication
Retail and Channel Marketing
Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
Leung, W.K.S., Cheung, M.L., Cheung, C.M.K., Tse, S.Y., Yusrini. L., & Shi, S. (in press). The role of virtual reality interactivity in building tourists’ memorable experiences and post adoption intentions in the COVID-19 era, Journal of Hospitality and Tourism Technology.
Zhang, T. J., Tse, S. Y., Wang, D. T., & Gu, F. F. (2021). The effect of distributors' relationship exploration on relationship quality under market uncertainty. Industrial Marketing Management, 93, 344-355.
Tse, S. Y., Wang, D. T., & Zhang, T. J. (2019). The effects of distributor relationship commitment and relationship exploration on opportunism: The moderating roles of exchange uncertainties and network factors. Industrial Marketing Management, 83, 301-313.
“Leveraging Customer Participation for Product Innovation in MNE Subsidiaries” 2018 American Marketing Association Summer Academic Conference (AMA), August 2018, Boston, USA.
“Managing Distributor Interchannel and Intrachannel Behavior” Australia and New Zealand Marketing Academy Conference 2017 (ANZMAC), December, 2017, Melbourne, Australia.
“How does Channel Exploration Affect the Incumbent Relationship in a Distribution Network?” Australia and New Zealand Marketing Academy Conference 2017 (ANZMAC), December, 2017, Melbourne, Australia.
School of Business
Lee Quo Wei Academic Building, Yuen Campus,
The Hang Seng University of Hong Kong,
Hang Shin Link, Siu Lek Yuen, Shatin,