商學院
Dr. Leung Wing Fai
LEUNG WING FAI
Associate Professor
Education
Ph.D. (Michigan State Univ.),
B.Soc.Sc (CUHK)
Professional Qualifications
Fellow, Chartered Institute of Marketing (FCIM)
Chartered Marketer, Chartered Institute of Marketing
Member, Hong Kong Institute of Marketing (MHKIM)
Teaching Area(s)
Marketing, Economics
Research Interest(s)
Cross-Cultural Advertising, Social Media

Referred Journal Articles
“Excellent Teaching from the Perspectives of Marketing Students”, Journal of International Management Studies, Vol. 13, No. 2, 2013, pp.97-106 (with Fanny S.L. Cheung).

“Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick”, International Journal of Integrated Marketing Communications, Vol. 4. No. 1, Spring 2012, pp. 43-60 (with Guoqing Guo and Fanny S.L. Cheung).

“Is Facebook really a confirmative business platform?”, Conference proceedings, The 11th International Marketing Trends Conference, Italy, Jan 2012 (with Fanny S.L. Cheung).

“A Cross Cultural Comparison for Media Selection”, Journal of Chinese Marketing, Vol. 4, No. 2, October 2011, pp.15-30 (with Guoqing Guo and Fanny S.L. Cheung).

“Client Following Revisited – A Study of Transnational Advertising Agencies in China”, International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 593-628. (with Fanny S.L. Cheung and Hafiz Mirza).

“International Expansion of Transnational Advertising Agencies in China: An Assessment of the Stage Theory Approach” International Business Review, Vol 16, Iss 2, 2007, pp.251-268 (with Fanny S.L. Cheung).

“Valuation effects of international joint venture formation: Hong Kong listed companies”, Applied Financial Economics Letters, 2007, Vol. 3, Issue 6, pp.349–357 (with Fanny S.L. Cheung)

“Attitudes toward Internet Advertising: Cross-Cultural Study”, International Journal of Internet and Advertising, 2006, Vol. 3, No.2, pp.158-176. Funded by the National Natural Science Foundation of China, No.70172028 (with Guoqing Guo, Fanny S.L. Cheung and Cheris Chow).

“Impacts of FDI liberalization on investment inflows”, Applied Economics Letters, Vol. 8, No. 4, 2001, pp. 253-256 (with Chor-yiu Sin).

“A Model of Coexistence of International Joint Ventures and Foreign Wholly-Owned Subsidiaries”, Japan and the World Economy, 10, 1998, pp.233-252.

“The Duration Times of International Joint Ventures and Foreign Wholly-Owned Subsidiaries”, Applied Economics, Vol. 29, 1997, pp.1255-1269.

“Some Characteristics of the Linked Exchange Rate System in Hong Kong”, Hong Kong Economic Papers, No.24, 1996, pp.69-83.

“The Choice between an International Joint Venture and a Wholly-Owned Subsidiary in a Developing Country under Technology Spillover Effects”, Open Economies Review, Vol. 6, 1995, pp.341-368.

“Essays on International Joint Ventures and Foreign Wholly-Owned Subsidiaries”, Journal of International Business Studies, Vol. 26, No.3, 1995, pp.677.

Referred Book Chapters
“International Expansion of Service Multinational Enterprises in China: an assessment of the Stage Theory Approach”, in Multinationals and Asia: Organizational and Institutional Relationships, Giroud Axele, Mohr Alex T. and Deli Yang (Eds), Routledge: London, 2005, pp.21-35 (with Fanny S.L. Cheung and Hafiz Mirza).

“SARS versus Asian Financial Crisis”, Proceedings of 2004 EAMSA Annual Conference – Harmony v Conflict: Euro-Asian Management in a Turbulent Era, City University of Hong Kong. Hong Kong, 3-6 November 2004, pp.350-366 (with Oliver H.M. Yau, Fanny S.L. Cheung and Cheris Chow).

“International Joint Ventures, Moral Hazard and Technology Spillovers”, in Economic Theory and International Trade – Essays in Honour of Murray C. Kemp, Alan D. Woodland (Ed), Edward Elgar, 2002, pp.155-180 (with Kar-yiu Wong).

“Trade”, in The Other Hong Kong Report 1995, Stephen Cheung (Ed), The Chinese University of Hong Kong Press, 1995, pp.199-222.

Conference Proceedings
“Is Outdoor Advertising Fading Out in the Digital Era? – A Cross-Cultural Study on Attitudes toward Advertising”, Conference proceedings, 3rd International conference on Enterprise Marketing and Globalization, Singapore, Apr 2013 (with Fanny S.L. Cheung).

“Is Facebook Really a Confirmative Business Platform?”, Conference proceedings, The 11th International Marketing Trends Conference, Italy, Jan 2012 (with Fanny S.L. Cheung).

“Attitude Towards Internet Advertising: A Cross Cultural Study”, 2007 NSF (National Natural Science Foundation of China) of China Key Marketing Program Forum, Dalian University of Technology, 6-7 July 2007 (with Guoqing Guo, Fanny S.L. Cheung and Cheris Chow).

“Attitude Towards TV Advertising – Cross Culture Study”, Proceeding of the 2007 International Marketing Symposium, Hangzhou. 16-17 Jun. 2007. pp.82-90 (with Guoqing Guo, Fanny S.L. Cheung and Cheris Chow).

“Stage Theory Stands for Successful Multinational Enterprises – A Study from Transnational Advertising Agencies in China”, Proceedings of the 2002 EAMSA Annual conference, Bangkok, 21-22 November 2002, pp.149-160 (with Fanny S.L. Cheung and H Mirza).

Biography
Dr. Wing-Fai Leung received his Ph.D from Michigan State University and B.Soc.Sc. from the Chinese University of Hong Kong. Before joining Chu Hai College of Higher Education, he taught in City University of Hong Kong and was Director of Higher Education, Hong Kong College of Technology. Dr. Leung’s main current research interests include Cross-Cultural Advertising and Social Media.
Biography
Research & Publications
Teaching