Dr. CHAN Fong Yee, Fanny 陳芳怡博士
Dr CHAN Fong Yee, Fanny (陳芳怡博士)
PGCHE, PhD (University of Kent)
MPhil (HKBU)

Head and Associate Professor
Department of Marketing
Associate Director (Administration and Knowledge Transfer) of Research Centre for ESG

電話 : (852) 3963 5536
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Dr Chan joined The Hang Seng University of Hong Kong after completing her doctoral studies in the UK. She has been working in the education sector for several years with teaching, research and administrative roles. Prior to pursuing the doctoral degree, she was a senior executive and a part-time lecturer in School of Communication, Hong Kong Baptist University. She has also taught in University of Kent and School of Continuing and Professional Studies, Chinese University of Hong Kong before. She also served as Project Manager of the Education University of Hong Kong and Research Officer of the Education Bureau, HKSAR. Dr. Chan's research interests include marketing communications, consumer psychology, sustainable consumption and psycholinguistics. Her work has been published in European Journal of Marketing, International Marketing Review, International Journal of Advertising, Journal of Business Research, Journal of Cleaner Production, and Journal of Product and Brand Management, among many others.

Research and Teaching InterestsIntellectual Contributions (Publications, Books, Book Chapters)Research Grants and Awards
TopResearch and Teaching Interests
  • Entertainment and marketing
  • Public relations and communications
  • Culture and sustainable consumption
  • Learning and teaching in higher education
TopIntellectual Contributions (Publications, Books, Book Chapters)
  • Chan, F.F.Y. (2022). Hong Kong millennials’ perceptions and preferences on joint promotion partners. Asia Pacific Business Review, 28(3), pp.410-430.
  • Tong, S.C. and Chan, F.F.Y. (2022). Revisiting trust in the digital era: The interplay of online trust and online dialogic communication from the practitioners’ perspective. Journal of Communication Management, 26(3), pp.271-293.
  • Chan, F.F.Y. (2022). Consumer recall and recognition of co-appearing brands in TV media: The moderating roles of product congruity and brand familiarity. Journal of Advertising Research, 62(1), pp.18-34.
  • Chan, F.F.Y. and Lowe, B. (2021). Humor in product placement: Its impact on brand perceptions. European Journal of Marketing, 55(3), pp.649-670.
  • Chan, F.F.Y. (2020). The effectiveness of integrating Facebook in marketing communications learning and teaching. Journal of Interactive Learning Research, 31(3), pp.219-237.
  • Chan, F.F.Y. (2020). Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude. Journal of Business Research, 120, pp.31-41.
  • Chan, F.F.Y. (2020). Mapping between placement strategies and placed product attributes in television programs. Journal of Marketing Communications, 26(7), pp.780-798.
  • Wong, E.Y.C., Chan, F.F.Y., and So, S. (2020). Consumer perceptions on product carbon footprints and carbon labels of beverage merchandise in Hong Kong. Journal of Cleaner Production, 242(1), [Equal authorship]
  • Song, S., Chan, F.F.Y. and Wu, Y. (2020). The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition. Asia Pacific Journal of Marketing and Logistics, 32(6), pp.1269-1285.
  • Tong, S.C. and Chan, F.F.Y. (2020). Exploring market-oriented relations in the digital era: A study of public relations and marketing practitioners in Hong Kong. Journal of Communication Management, 24(1), pp.65-82.
  • Chan, F.F.Y. (2019). The perceived effectiveness of overt versus covert promotions. Journal of Product and Brand Management, 29(3), pp.321-334.
  • Chan, F.F.Y. and Lowe, B. (2018). Product placement practices in prime-time television programs in Hong Kong. International Journal of Advertising, 37(6), pp.984-1009.
  • Chan, F.F.Y., Lowe, B. and Petrovici, D. (2017). Young adults’ perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong. Journal of Marketing Communications, 23(3), pp.311-328.
  • Chan, F.F.Y. (2017). An overview of the indicators of advertising performance. In K. Chan (Ed.), Social Issues of Advertising, City University of Hong Kong Press, Hong Kong, pp.1-20.
  • Chan, F.F.Y. (2017). Branded contents: Public attitudes and regulation. In K. Chan (Ed.), Social Issues of Advertising, City University of Hong Kong Press, Hong Kong, pp.51-68.
  • Chan, F.F.Y., Chan, S. and Tang, F. (2016). The effect of perceived advertising effort on brand perception: Implication for retailers in Hong Kong. The International Review of Retail, Distribution and Consumer Research, 27(1), pp.78-93.
  • Chan, F.F.Y., Lowe, B. and Petrovici, D. (2016). Processing of product placements and brand persuasiveness. Marketing Intelligence and Planning, 34(3), pp.355-375.
  • Chan, F.F.Y., Petrovici, D. and Lowe, B. (2016). Antecedents of product placement effectiveness across cultures. International Marketing Review, 33(1), pp.5-24.
  • Chan, F.F.Y. (2016). An exploratory content analysis of product placement in top grossing films. Journal of Promotion Management, 22(1), pp.107-121.
  • Chan, F.F.Y. (2015). A critical realist and multimethodology framework for product placement research. Journal of Promotion Management, 21(3), pp.279-295.
  • Lowe, B., Chan, F. F.Y. and Yeow, P. (2014). Price promotions and their effect upon reference prices. Journal of Product and Brand Management, 23(4/5), pp.349-361.
  • Chan, F.F.Y. (2014). Reflections on teaching and research: Two inseparable components in higher education. Teachers and Teaching: Theory and Practice, 20(5), pp.755-763.
  • Chan, F.F.Y. (2012). Product placement and its effectiveness: A systematic review and propositions for future research. The Marketing Review, 22(1), pp.39-60.
  • Chan, F.F.Y. (2011). Selling through entertaining: The effect of humour in television advertising in Hong Kong. Journal of Marketing Communications, 17(5), pp.319-336.
  • Chan, F.F.Y. (2011). The use of humor in television advertising in Hong Kong. Humor: International Journal of Humor, 24(1), pp.43-61.
  • Guo, S., To, Y.M., Huang, Y. and Chan, F.F.Y. (2010). The meaning of distance in news: Hong Kong media’s differential treatment of local vs. non-local events. Mass Communication Research, 104, pp.195-235. [In Chinese]
  • Huang, Y., Guo, S., To, Y.M. and Chan, F.F.Y. (2010). Measuring news content and press performance: The case of Hong Kong. Communication and Society, 12, pp. 147-174. [In Chinese]
  • Chan, K. and Chan, F.F.Y. (2008). Children’s television programs in China: A discourse of success and modernity. In Wu, D. (Ed.) The Discourses of Greater China, Hong Kong University Press, Hong Kong, pp.113-128.
  • Chan, F.F.Y., Chan, K. and Chan, J. (2006). Social communication and advertising indicators. In K. Chan (Ed.), Advertising and Hong Kong Society. Hong Kong: Chinese University Press, pp.1-21.
  • Chan, K. and Chan, F.F.Y. (2005). Information content of television advertising in China: An update. Asian Journal of Communication, 15(1), pp.1-15.
  • Xia, W., Chan, K. and Chan, F.F.Y. (2004). Consumer behaviour reflected in a Chinese TV cartoon series: The big head son and the small head dad.Xin Wen Yu Chuan Bo Yan Jiu (Journalism and Communication Research), 11(2), pp.21-26, 95. [In Chinese]
  • Chan, K., McNeal, J. and Chan, F.F.Y. (2002). Television advertising strategies and effects on Chinese children. Zhong Guo Guang Bo Dian Shi Xue Kan (China Radio & TV Academic Journal), 11, pp.33-34, 37. [In Chinese].
  • Chan, K., McNeal, J. and Chan, F.F.Y. (2002). Do Chinese children like and believe in television commercial? Xin Wen Yu Chuan Bo Yan Jiu (Journalism and Communication Research), 9(4), pp.24-35. [In Chinese].
  • Chan, K., McNeal, J. and Chan, F.F.Y. (2002). Children’s response to television advertising in China. International Journal of Advertising and Marketing to Children [now Young Consumers], 4(1), pp.43-53.
TopResearch Grants and Awards
  • Principal Investigator: "Product placement in Hong Kong television programmes: Brand persuasiveness and regulatory issues", Research Grant Council (RGC) Faculty Development Scheme grant (HK$471,998).
  • Co-Investigator: "Revisiting public relations functions and values in the digital era", Research Grant Council (RGC) Faculty Development Scheme grant (HK$562,163).
  • Co-Investigator: "Consumer carbon label: Development of supply chain product carbon footprint and consumer carbon index for beverage merchandise", Research Grant Council (RGC) Faculty Development Scheme grant (HK$967,227).
  • Principal Investigator: "Perceptions of brand co-appearance in product placement: An information-processing approach to examining brand and consumer factors", Research Grant Council (RGC) Faculty Development Scheme grant (HK$599,940).
  • Principal Investigator: "Chinese brand name processing: The role of non-accidental visual-spatial properties in brand memory and perceptions", Research Grant Council (RGC) Faculty Development Scheme grant (HK$520,245).
  • Principal Investigator: "Advertising innovative products across cultures: The manifestation of innovativeness cues and their relative impact", Research Grant Council (RGC) Faculty Development Scheme grant (HK$ 896,985).
  • Team Member: "Establishing a research infrastructure for ESG intelligence: A multi-stakeholder perspective", Research Grant Council Institutional Development Scheme Research Infrastructure Grant (HK$ 4,095,000).
  • Team member: "Developing pedagogical research and writing skills leading to refereed journal publications for HSU academic staff",  Strategic Development Grant (SDG), The Hang Seng University of Hong Kong (HK$100,000).
  • Principal Investigator: "Promoting Sustainable Development Goals to Generation Z in Hong Kong", Sustainable Development Grant, Institute for Youth Sustainability Leadership, The Hang Seng University of Hong Kong (HK$109,650).