Biography

Dr. Cheung joined The Hang Seng University of Hong Kong after completing his doctoral studies in The University of Newcastle, Australia. He has several years of teaching experience in tertiary setting, teaching brand management, integrated marketing communications, principle of marketing, entrepreneurship and business studies, etc. Dr. Cheung’s research interests include consumer-brand engagement, value co-creation, consumer online brand related activities (COBRAs), destination marketing, consumer-based brand equity and social media marketing. He has presented several papers in academic conferences and published several papers in SSCI academic journals. He also serves as an editorial board member of several reputable academic journals.  

Research and Teaching Interests

• Consumer-brand engagement, value co-creation, consumer online brand related activities (COBRAs), destination marketing, consumer-based brand equity, social-media influencer and social media marketing.

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

• Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61, 102574.
• Cheung, M. L., Pires, G., Rosenberger III, P. J., Leung, W. K., & Chang, M. K. (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics. (Ahead-of-print).
• Cheung, M. L., Leung, W. K., Chang, L. M., & Shi, S. (2021). Driving loyalty intentions of mobile games: a motivation theory perspective. Quality & Quantity, 1-26.
• Yang, M. X., Tang, X., Cheung, M. L., & Zhang, Y. (2021). An institutional perspective on consumers' environmental awareness and pro‐environmental behavioral intention: Evidence from 39 countries. Business Strategy and the Environment, 30(1), 566-575.
• Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliverira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541.
• Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J., Leung, K.S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong, Australasian Marketing Journal. (Ahead-of-print)
• Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2020). Exploring synergetic effects of social-media communication and distribution strategy on consumer-based brand equity. Asian Journal of Business Research, 10(1), 126-149.
• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2020). Exploring customer-brand engagement: a holistic framework, European Business Review (Ahead-of-print).
• Cheung, M.L., Leung, K.S. & Chan, H. (2020). Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong. Young Consumers (Ahead-of-print).
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2020). Driving COBRAs: The power of social media marketing, Marketing Intelligence and Planning (Ahead-of-print).
• Cheung, M.L., Ting, H., Cheah, J. H. & Sharifuddin, M.N. (2020). Examining the role of social media-based destination brand community in evoking tourists’ emotional experiences and intention to co-create and visit. Journal of Product and Brand Management (Ahead-of-print).
• Sharipudin, M.N., Cheung, M. L., De Oliveira, M.J. & Solyom, A. (2020). The Role of Post-Stay Evaluation on eWOM and Hotel Revisit Intention among Gen Y. Journal of Hospitality & Tourism Research, (Ahead-of-print).
• Lau, W.T., Cheung, M.L., Pires, G.D. & Chan, C. (2019). Customer satisfaction with Sommelier services: An empirical study in Chinese restaurants in Hong Kong, International Journal of Wine Business Research, 31(4), 532-554.
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2019). Issues in consumer-based brand equity and agenda for future research. In: The Driving Trends of International Business in the 21st Century, 67-110. UK, Cambridge Scholars Publishing.

Conference papers
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J., Attia, S. & Leung W.K.S. (2019). Exploring the antecedents and consequences of social-media interactions: Evidence from Egypt. Academy of Marketing Conference 2021, July 5 – 7, 2021.
• Leung W.K.S., Cheung, M.L., Chang, M.K. & Cheung, T.L. (2021). Individual swift trust development in the NGO’s Time banking Program: The case of the Hong Kong aging society. SASEM Conference 2021, July 10 - 11, 2021.
• Cheung, M.L., Mak, S.L., Leung, W.K.S. & Li, C.H. (2019). Driving adoption intention of healthcare wearable technology. IEEE International Symposium on Product Compliance Engineering-Asia 2019 (ISPCE-CN 2019), October 23 – 26, at The Open University of Hong Kong, Hong Kong.
• Cheung, M.L., Ting, H., Cheah, J. H., & Sharifuddin, M.N. (2019). Examining the role of social media based destination brand community in evoking tourists’ emotional experiences and intention to co-create and visit. SASEM Conference 2019, August 21 – 24, at Novotel Melaka, Malaysia. (Best paper award).
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2019). Consumers’ online brand related activities on WeChat: The role of social media marketing efforts, 12nd The Latin American Retail Conference, October 24-26, 2019, at São Paulo, Brazil.
• Cheung, M.L.*, Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2019). Examining the effects Social media marketing efforts on value co-creation and engagement: Evidence in Brazil and China, American Marketing Association Conference 2019, August 9 – 11, at Chicago Marriott Downtown Magnificent Mile, Chicago, IL, US.
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2019). Exploring the value co-creation and engagement process in China: the role of social media marketing, 52nd Academy of Marketing Conference, July 2 – 4, at Regent’s University London, UK.
• Cheung, M.L., Pires, G.D., & Rosenberger III, P. J. (2019). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong, MAG Scholar Conference 2019 (Asia), June 24 – 26, 2019, at Macau University of Science and Technology, Macau.
• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2019). Linking social media marketing with co-creation and engagement: A conceptual model, 35th Business & Economics Society International (B&ESI) Conference, July 06-09, 2019, at Vienna, Austria.
• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2019). Exploring the role of social media brand communication and distribution intensity on consumer-based brand equity, 35th Business & Economics Society International (B&ESI) Conference, July 06-09, 2019, at Vienna, Austria.
• Cheung, M.L., Pires, G.D., Rosenberger III, P. J. & De Oliveiria, M.J. (2018). Brand building through consumer-brand engagement and co-creation in Brazil: the role of social media marketing, 11st The Latin American Retail Conference, October 25-26, 2018, at São Paulo, Brazil.
• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2018). Exploring customer-brand engagement: a holistic framework, 24th Cross Strait Conference of Information Management Development and Strategy, August 24-26, 2018, at The University of Hong Kong, Hong Kong.
• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2018). Exploring Consumer-Brand Engagement: The Role of Social Media Marketing, 32nd Business & Economics Society International (B&ESI) Conference, January 08-11, 2018, at Cusco, Peru.

Research Grants and Awards

• Cheung, M.L., Pires, G.D. & Rosenberger III, P. J. (2017). A conceptual Model for examining social media marketing effects on brand awareness and brand image, 31^stBusiness & Economics Society International (B&ESI) Conference, July 04-10, 2017, at Crete, Greece.
• Co-Investigator, Research Grants Council, Faculty Development Scheme (FDS) UGC/FDS24/B04/20: To Give or Not to Give? Investigating the Effects of Trust on Time Banking Participation: A Longitudinal Study in Hong Kong Aging Population.