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Department of Business Management

Academic Staff



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



2013-Present Part-time lecturer, 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) 



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


2004-current, CERTIFIED FINANCIAL PLANNERCM, Institute of Financial Planners of Hong Kong


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


  • Lee, L.W.Y., Yip, S.C. & Chan, K. (2017, June). Press co-creation behavior: Conceptualization and Scale Development. Paper to be presented at the annual conference of International Public Relations Symposium, Bled, Slovenia, 30 July - 1 July

  • Lee, L. & Chan, K. (2017) Practices of CSR in China and Hong Kong, In Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., and Weder, F (Eds). Handbook of Integrated CSR-Communication, (pp.317-341), Switzerland: Springer

  • Lee, L.W.Y. and Tang, Y. (2015, October) Guanxi as a Relationship Commitment and Loyalty Behaviour: A Study of Chinese Banking Customers. International Conference of Asian Marketing Association in Japan, 30 October - 1 November

  • Lee, L.W.Y (2015) “How does listed company handles negative news? China Minzhong Food vs West China cement”, In Chan, K. and Tsang, L. ed., Public Relations and Crisis Management.: City University Press Hong Kong.

  • Lee, L. W. Y. & Tang, Y. (2014, December) Guanxi and Chinese Brand Loyalty, ANZMAC conference, Dec 1-3.

  • Lee, L. W. Y. (2013). The Mickey Mouse aura. In: Quester, P. G., Pettigrew, S., Kopanidis, F., Hill, S. R. and Hawkins, D. I. eds. 2013. Consumer Behaviour, Implications for Marketing Strategy. 7th ed. Sydney: McGraw Hill, Australia, p. 366.

  • Lee, L. W. Y. (2013). 'Can-Do Hong Kong Spirit' - changing the perception of insurance. In: Quester, P. G., Pettigrew, S., Kopanidis, F., Rao, S. and Hawkins, D. I. eds. 2013. Consumer Behaviour, Implications for Marketing Strategy. 7th ed. Sydney: McGraw Hill Australia, p. 256.


  • 2017 – current. Professional advisor Business Advisor for Hong Kong Youth Talent Institute (HKYTI), a social enterprise ran by the Evangelical Lutheran Church of Hong Kong , to support their application for “Enhancing Self-Reliance” funding scheme offered by Home Affairs Department, HKSARG

  • 2014-2016. Professional Volunteer, provide social marketing strategic planning services for Asia Value Partners

  • 2015. Professional Volunteer, provide strategic marketing planning services for business development of the elderly centre. Tung Wah Hospital Group (Elderly Section) - Henry G Leong Community Support Centre

  • 2014-2015. Professional Volunteer, provide social marketing strategic idea generation services for Social Ventures HK