Skip to content
Skip Start

Department of Business Management

Academic Staff

QUALIFICATIONS

2017                      

Doctor of Philosophy, Macquarie University, Australia

2004 MBA: Macquarie Graduate School of Management, Macquarie University
1997 Bachelor of Arts (Psychology) & Bachelor of Business (Marketing), Monash University

 

EMPLOYMENT

2019-Present

Assistant Professor, Technological and Higher Education Institute of Hong Kong

2014-2019

Teaching Fellow, Technological and Higher Education Institute of Hong Kong

2013-Present

Part-time lecturer, Introduction to Public Relations and Advertising and Social Services Marketing and Communications, Hong Kong Baptist University

2012-Present

Part-time lecturer, Financial Communications and Promotions, City University of Hong Kong

2011-2013

Chief Operating Officer, Hui Xiang Group

2006-2011

Director, Private Banking/Director, Booking Centre and Business Development, Private Banking/Senior Manager, Strategy and Implementation, Private Banking/Senior Manager, Product Development – Liabilities, Small Medium Enterprises, Standard Chartered Bank (HK) Limited

1998-2006                            

Manager, Deposit Portfolio, Banking Services/Assistant Manager, Deposit Products, Interest Rate De-regulations/Assistant Division Manager, Trade Services/Loaned Executive, The Community Chest/Personal Relationship Manager, General Banking Facilities, HSBC (HK) 

PROFESSIONAL ACHIEVEMENTS

2004-2005, Deputy representative of the Hong Kong Monetary Authority and Hong Kong Association of Banks Renminbi Working Taskforce and Deposit Protection Scheme Taskforce

MEMBERSHIPS IN PROFESSIONAL ASSOCIATIONS

2015-now, Corporate Member (Co-opted representative), Public Relations Professionals
Association (PRPA) 

2016-now, Member, European Advertising Academy (EAA)

2014-now, Member, Australian & New Zealand Marketing Academy (ANZMAC
2004-current, CERTIFIED FINANCIAL PLANNERCM, Institute of Financial Planners of Hong Kong (IFPHK)

 

RESEARCH INTERESTS

  • Relationship Marketing for Chinese
  • Brand Loyalty for Chinese
  • Financial PR and Marketing
  • Social Services Marketing

PUBLICATIONS

Peer-Reviewed Journals

 

  1. 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. https://doi.org/10.1016/j.pubrev.2018.07.003
    (SSCI, 5-year impact factor: 2.013, Ranked A in Australian Business Deans Council “ABDC” list)

 

  1. Lee, Liane W.Y., Yiming Tang, Leslie S.C. Yip and Piyush Sharma (2018), “Managing
    Customer Relationships in the Emerging Markets: Guanxi as a Driver of Chinese Customer Loyalty”, Journal of Business Research, 86 (5), 356-365.

(SSCI, 5-year impact factor: 4.747, Ranked A in Australian Business Deans Council “ABDC” list)

 

Thesis

 

  1. Lee, Liane W. Y. (2016). Guanxi as a relationship commitment and loyalty behavior: A study of Chinese banking customers (PhD). (http://hdl.handle.net/1959.14/1237034).

 

Published Book Chapters and Case Studies

 

  1. 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.

 

  1. 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.

 

  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

 

  1. 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

 

  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

APPROVED RESEARCH GRANT

 

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 and Wong, Meiji.                    
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” Awarded amount: $84,000, PI: Lee, Liane W.Y; Co-I: Yip, Leslie S.C., Ref: 1516101). Status: Completed with 2 conference papers, 1 published peered-reviewed journal and 1 peered-review journal (under review)

CONFERENCE PROCEEDINGS

Referred Conference Proceedings and Presentations  

                                                                                            

  1. (2020, July 3-4) Lee, Liane W.Y., Chan Kara, Sharma, Piyush, Leung Tak-yan. Belt and Road Sentiment Index, conference paper accepted by International Public Relations Symposium, Bled, Slovenia.
  2. (2020, May 27-29) Sharma, Piyush., Cardinali, Silvio., Davcik, Nebojsa., Lee Liane W.Y., Leung Tak-yan. Belt and Road Initiative – Challenges and Opportunities for Europe, conference paper accepted by The European Marketing Academy (EMAC), Corvinus University of Budapest, Hungary.
  3. (2019, July 4-6) Lee, Liane W.Y., Chan, Kara and Yip, Leslie S.C. Engaging the Press – A grounded theory approach, International Public Relations Symposium, Bled, Slovenia.
  4. (2019, Apr 16-18) Lee, Liane W.Y and Lip, Amy W.T., 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. 
  5. (2018, Nov 22-24) Lee, Liane W.Y., Leung. Paul, K.H. and Sharma, Piyush, 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.
  6. (2017, Dec 22-23), Lee, Liane W.Y., Yip, Leslie S.C., Role of Customer-Acquiescence in Business-to-Business Markets: Exploring the Antecedents and Consequences, 11th Great Lakes NASMEI Marketing Conference, Chennai, India.
  7. (2017, Dec 1-6) Lee, Liane W.Y., Yip, Leslie S.C. and Xubing Zhang, 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.
  8. (2017, June 30- July 1) Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara. Press co-creation behavior: Conceptualization and Scale Development. Paper presented at the annual conference of International Public Relations Symposium, Bled, Slovenia.
  9. (2016, Dec 2-6) Lee, Liane W.Y., Yip, Leslie S.C. and Tsui, Paul T.W. 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.
  10. (2015, Oct 30- Nov 1) Lee, Liane W.Y. and Tang, Yiming. Guanxi as a Relationship Commitment and Loyalty Behaviour: A Study of Chinese Banking Customers. International Conference of Asian Marketing Association in Japan, Tokyo, Japan
  11. (2014 Dec 1-3) Lee, Liane W.Y. and Tang, Yiming. Guanxi and Chinese Brand Loyalty, ANZMAC conference, Brisbane, Australia.
     

Invited/Non-referred Conference Presentations/Conference Chairing

 

  1. Lee, Liane W.Y., Chan, Kara and Yip, Leslie S.C (2019 June). Engaging the Press in a post truth world. Paper presented at Hong Kong Baptist University Staff Development Day Conference, Department of Communication Studies, Hong Kong Baptist University, June 11.
  2. Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara (2018, May). Press co-creation behavior: Conceptualization and Scale Development. Poster Session presented at THEi Research Symposium, Hong Kong, May 17.
  3. Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara (2018, May). A thematic study on journalists – public relations practitioners’ engagement. Paper presented at Hong Kong Baptist University Staff Development Day Conference, Department of Communication Studies, Hong Kong Baptist University, May 11.
  4. Lee, Liane W.Y., Yip, Leslie S.C. and Chan, Kara (2017, May). A qualitative study on journalists – public relations practitioners’ co-creation. Paper presented at Hong Kong Baptist University Staff Development Day Conference, Department of Communication Studies, Hong Kong Baptist University, May 11.
  5. Conference Chair for Session 1.3: "Guy Walks Into an Advertising Agency" (2009): Advertising Business” in The 15th International Conference on Research in Advertising (ICORIA) and 3rd Doctoral Colloquium (2016), European Advertising Academy, Ljubljana, Slovenia, June 30 – July 2.
  6. Lee, Liane W.Y. (2016) A study of relational behavior and brand loyalty in Public Relations, Hong Kong Baptist University Staff Development Day Conference, Department of Communication Studies, Hong Kong Baptist University, June 17.

 

Academic Services - Journal and Book Reviews  

 

  • 2020  Journal reviewer: Young Consumers (Publisher: Emerald)
  • 2020  Journal reviewer: Virtual Reality (Publisher: Springer)
  • 2018/9  Conference reviewer: International Conference on Applied Education, Technology and Innovation (THEi)
  • 2018/9  Journal reviewer: Journal of Business Research (Publisher: Elsevier) 

    Certificate of Outstanding Contribution in Reviewing, (March, 2017)

  • 2018  Conference reviewer: International Conference on Research in Advertising (ICORIA)
  • 2016  Book reviewer:  New edition of Cases in Public Relations Management. (Author: Parsons, Patricia; Publisher: Routledge), December, 2.
  • 2015 Book reviewer: New edition of Financial Services Marketing. (Author: Ennew, Christine and Waite, Nigel; Publisher: Routledge) October, 19.

 

 

CONSULTANCY PROJECTS

  • 2020External validation panel member for A.S. Watson Group Retail Academy
  • 2017Business Advisor for Hong Kong Youth Talent Institute (HKYTI), to support their application for “Enhancing Self-Reliance” funding scheme offered by Home Affairs Department, HKSARG
  • 2014-2015Professional Consultant for Asia Value Partners to provide social marketing and strategic planning for the firm (1 hour a week)
  • 2015Provide strategic marketing planning services and business development plan for Tung Wah Hospital Group (Elderly Section) – Henry G Leong Community Support Centre (1 day)
  • 2015Invited Trainer, “Social Marketing for NGO” for Tung Wah Hospital Group (Elderly Section) (10 hours)
  • 2014-2015Professional consultant for Social Ventures Hong Kong to provide strategic idea generation for the firm (1 hour a week)
  • 2014Invited Trainer, “Brand Building and CSR” for Insurance Human Resources Club (9 hours).