Millissa Cheung
millissa cheung

Dr Millissa Cheung Lecturer

Lecturer

Biography

Dr. Millissa Cheung is a lecturer in Marketing Department at Edinburgh Napier University. She is a Deputy Programme Leader of BA (Hons) Marketing Management in UK.

Prior to joining Edinburgh Napier, she worked for a few multinational retail clothing & apparel companies and in civil sector. She also worked for a number of universities in Asia and off-campus programs of UK universities.

Millissa’s research areas focus on services marketing (green marketing, customer co-creation, & service failure), branding, ethical consumerism (consumer perceptions of ethics of retailers and consumer attribution of CSR motives), and social media marketing (customer engagement & online consumer behaviors). She has published in a number of internationally recognized journals such as Journal of Business Ethics, Computers in Human Behavior, and Journal of Retailing and Consumer Services, and others. She is a member of the Editorial Review Board of a few ABS journals. Millissa was the recipient of the award of Macao Research in Humanities and Social Sciences in 2015 and one of her marketing papers has been awarded the most popular articles in Managing Service Quality in 2011. She also received the Most Active Research Award in the Business School of her last working University.

She is currently available to supervise postgraduate students in the areas of services marketing, branding, social marketing, and consumer ethics.

Research Areas

Date


20 results

Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion

Presentation / Conference Contribution
Tjandra, N., Cheung, M., Backhaus, C., & Lee, Z. (2024, April)
Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion. Paper presented at 17th Global Brand Conference, Edinburgh
This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s res...

The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contract, interfirm knowledge sharing and firm performance

Journal Article
Sung, J., Tekleab, A., Cheung, M., & Wu, W. P. (2023)
The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contract, interfirm knowledge sharing and firm performance. Journal of Knowledge Management, 27(5), 1436-1457. https://doi.org/10.1108/JKM-04-2022-0289
Purpose Prior research on interfirm collaborations has demonstrated that trust and contract are two central governance mechanisms that influence a firm’s knowledge sharing dec...

What influences people to click 'Like' on posts of branded content

Journal Article
Cheung, M. F., & To, W. M. (2023)
What influences people to click 'Like' on posts of branded content. Journal of Strategic Marketing, 31(6), 1155–1177. https://doi.org/10.1080/0965254X.2022.2058067
Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click ‘Like’ on posts of branded content and ...

Effect of customer involvement on co-creation of services: A moderated mediation model

Journal Article
Cheung, M. F., & To, W. (2021)
Effect of customer involvement on co-creation of services: A moderated mediation model. Journal of Retailing and Consumer Services, 63, Article 102660. https://doi.org/10.1016/j.jretconser.2021.102660
The study explored the influence of customer involvement on co-creation directly and indirectly through three customer engagement dimensions, namely identification, interactio...

Effect of conflict‐outcomes: moderating role of psychosocial mentoring and emotional intelligence

Journal Article
Cheung, M. F. Y., Wong, C., & Chiu, W. C. K. (2022)
Effect of conflict‐outcomes: moderating role of psychosocial mentoring and emotional intelligence. Asia Pacific Journal of Human Resources, 60(3), 658-681. https://doi.org/10.1111/1744-7941.12292
Based on the perspective of emotions, this study examines the moderating role of psychosocial mentoring and emotional intelligence (EI) on the impact of task/relationship conf...

The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation

Journal Article
Cheung, M., & To, W. M. (2021)
The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation. Asia Pacific Journal of Marketing and Logistics, 33(4), 1014-1032. https://doi.org/10.1108/APJML-04-2020-0221
Purpose This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement ...

The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs

Journal Article
Cheung, M. F. Y., & To, W. M. (2021)
The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6
This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the e...

An extended model of value-attitude behavior to explain Chinese consumers' green purchase behavior

Journal Article
Cheung, M., & To, W. M. (2019)
An extended model of value-attitude behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153. https://doi.org/10.1016/j.jretconser.2019.04.006
This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model on a random sample of 399 Chinese cons...

How personality traits, employee incompetence and consumer similarity influence shoplifting behavior

Journal Article
Bai, Y., Wu, W.-P., & Cheung, M. (2019)
How personality traits, employee incompetence and consumer similarity influence shoplifting behavior. Journal of Consumer Marketing, 36(3), 379-392. https://doi.org/10.1108/JCM-06-2018-2718
Purpose This study aims to investigate the mediating role of shopping intention and the moderating roles of employee incompetence and consumer similarity in the relationship b...

The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior

Journal Article
Cheung, M., & To, W. M. (2017)
The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior. Computers in Human Behavior, 76, 102-111. https://doi.org/10.1016/j.chb.2017.07.011
In-app advertising is one of the fastest growing areas in social commerce. Building on previous studies of e-commerce and psychological theories, this paper examines a theoret...