Projects per year
Dr. Alex S.L. Tsang is an associate professor at Department of Marketing, Hong Kong Baptist University. His current research interests include consumer well-being, socially responsible consumption, and socially responsible marketing. He has published works in Journal of Advertising Research, Journal of Business Ethics, Journal of Business Research, and Journal of Consumer Psychology, among others.
Socially Responsible Marketing, Socially Responsible Consumption, and Consumer Well-being
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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Resolving Group Service Failures: Insights from Social Impact Theory
1/11/12 → 30/04/15
Project: Research project
Societal Reminiscence and Decisions for a Better Society: A Belief in Progress ExplanationKwan, C. M. C., Chen, S. Y. Y. & Tsang, A. S. L., Jan 2023, In: Journal of Business Research. 154, 15 p., 113365.
Research output: Contribution to journal › Article › peer-reviewOpen Access
Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluationZhang, N., Yu, L., Tsang, A. S. L. & Zhou, N., 11 May 2021, In: European Journal of Marketing. 55, 5, p. 1516-1538 23 p.
Research output: Contribution to journal › Article › peer-review3 Citations (Scopus)
Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioningTang, Y. & Tsang, A. S. L., Jul 2020, In: Journal of Business Research. 115, p. 101-109 9 p.
Research output: Contribution to journal › Article › peer-review18 Citations (Scopus)
Explaining socially responsible consumptionPRENDERGAST, G. P. & TSANG, A. S. L., 14 Jan 2019, In: Journal of Consumer Marketing. 36, 1, p. 146-154 9 p.
Research output: Contribution to journal › Article › peer-review37 Citations (Scopus)
Inspire to Purchase: How a Lack of Control Drive Preferences for Underdog PositioningTang, Y. E. & Tsang, A. S. L., Mar 2019.
Research output: Contribution to conference › Paper › peer-review