Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)Research Grants and Awards
TopResearch 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.
TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
  • 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 & Planning38(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, submitted to 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, forthcoming.
  • 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 Research31(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., Mak, S.L., Leung, 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, 12ndThe 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, 52ndAcademy 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, 35thBusiness & 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, 35thBusiness & 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, 11stThe 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, 24thCross 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, 32ndBusiness & Economics Society International (B&ESI) Conference, January 08-11, 2018, at Cusco, Peru.
  • 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, 31st Business & Economics Society International (B&ESI) Conference, July 04-10, 2017, at Crete, Greece.
TopResearch Grants and Awards
  • 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.