Dr. Rocky Peng Chen is Associate Professor of Marketing at the School of Business, Hong Kong Baptist University, and Honorary Research Associate, University of Hong Kong. He has been a visiting scholar at Cambridge University and National University of Singapore. Dr. Chen obtained his Ph.D. degree from the University of Hong Kong, where he received the Li Ka Shing Prizes for the Best PhD Theses.

His research interests include new technologies in marketing (e.g., service robot, metaverse, and AI), anthropomorphism, branding, as well as psychology in consumption and service in general. His research has been published in leading academic journals, including Journal of Consumer Research, Academy of Management Journal, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Current Opinion in Psychology, and Journal of Advertising Research, among others. Dr. Chen has received prestigious research awards, including Faculty Performance Award for Outstanding Young Researcher, and has won multiple research grants, such as the Hong Kong SAR Research Grants Council GRF/ECS fund. He currently serves as Associate Editor for Journal of Business Research, and reviews for premier journals in the fields of marketing, management, information systems, and psychology.

Dr. Chen has true passion in teaching and educating students. He was the sole awardee of the University President’s Award for Outstanding Performance in Early Career Teaching in 2019. Besides, He supervised a team of students who won the World’s Best Top10 Case from World Asian Case Competition in 2022, and was named the Best Advisor of the Year. Dr. Chen is often invited to deliver talks at various universities, academic conferences, and business events.

New Technologies in Marketing (e.g., Service Robot, Metaverse, and AI);

Anthropomorphism and Consumer Behavior;

Branding;

Psychology in Consumption and Service.