Marketing
Source: https://cbk.bschool.cuhk.edu.hk/category/marketing/ Parent: https://cbk.bschool.cuhk.edu.hk/
ARTICLE ARCHIVE
- Topics
- All
- Career
- Consumer Behaviour
- Corporate Governance
- Economics & Finance
- Entrepreneurship
- Family Business
- Globalisation
- Innovation & Technology
- Leadership
- Marketing
- Outlook
- Social Responsibility
- Sustainability
Search all
Sorry, no results found! Try another keyword? Search
Search for:
Search
Search for:
Search
How the backs of strangers become your invisible guides
Wan, Lisa Chun-ying • Wan, Lisa Chun-ying • 17 July 2025 • 5 mins read
When selecting your next travel destination, what types of photos capture your attention? Featured faculty: Lisa Wan Written by Pan Jingyi Imagine you are scrolling through Instagram or RedNote, craving your next travel adventure. A stunning mountain vista appears, but it leaves you unmoved. Then you see the same peak again, this time with a […]
Trust your mind or follow your gut?
• Meyer, Andrew • 22 May 2025 • 5 mins read
Being intuitive sounds great, but taking a moment to reflect could give you a chance at better judgments Featured faculty: Andrew Meyer Written by Sha Miao “Intuition is a very powerful thing, more powerful than intellect, in my opinion,” said Steve Jobs. Intuition often inspires a multitude of ideas, but creating a tech giant like […]
Stay niche for better branding
Ke, Tony Te • Ke, Tony Te • 24 April 2025 • 7 mins read
Niche brand positioning can be more profitable than mainstream strategies by building consumer trust through consistent product portfolios Featured faculty: Tony Ke Written by Ellis Ng Positioning a company’s brand can be a complicated process, especially in today’s world, where even luxury brands struggle to gain dominance. Take a look at LVMH, the owner of […]
Small video content creators may be mightier than they look
Innovation & TechnologyMarketing
Zhang, Philip Renyu • Zhang, Philip Renyu • 06 February 2025 • 6 mins read
Online video platforms often favour star creators to highlight, but a new CUHK study shows boosting small creators is essential for diversity and keeping loyal viewers Featured faculty: Philip Zhang Renyu Written by Putro Harnowo If you ask teenagers nowadays what they want to be growing up, don’t be surprised if many of them answer: […]
Will lack of internet skills prevent seniors from travelling?
Wan, Lisa Chun-ying • Wan, Lisa Chun-ying • 09 January 2025 • 6 mins read
Guess which destination is more appealing for senior tourists: charming scenery and delicious cuisine or easy access and age-friendly services? The answer depends on their surfing skills Featured faculty: Lisa Wan Written by Pan Jingyi Young faces often take the spotlight in discussions about tourism, yet senior tourists, with their discretionary savings and spare time, […]
Attention is the new gold, but how to mine it
Ke, Tony Te, Hu, Mandy Mantian • Ke, Tony Te • Hu, Mandy Mantian • 17 October 2024 • 5 mins read
Despite their limited product assortment, a new study reveals that small businesses can challenge industry leaders by effectively capturing consumers’ attention By Pan Jingyi, Principal Writer, China Business Knowledge @ CUHK “A wealth of information creates a poverty of attention,” writes Herbert Simon, an American Nobel Laureate who proposed the concept of attention economy. In […]
The art of wearing luxury products
Jung, Sungjin • Jung, Sungjin • 26 September 2024 • 5 mins read
Luxury consumption often garners mixed perceptions, yet openly expressing one’s passion for luxury can be beneficial By Pan Jingyi, Principal Writer, China Business Knowledge @ CUHK The adage “you are what you wear” often leads many to buy branded products. People normally buy luxury brands for their extraordinary appeal and the confidence they can inspire. […]
The problem with free courses
Yeung, Catherine Wing-man • Yeung, Catherine Wing-man • 18 July 2024 • 6 mins read
Free courses seem appealing, but they often suffer from a lack of motivation and commitment. Without a stake, learners may struggle to stay engaged By Putro Harnowo, Senior Content Manager, China Business Knowledge @ CUHK In our pursuit of knowledge, abundant resources exist nowadays to learn new skills, many of which come at no cost. […]
Different shades of green of hotel guests
Wan, Lisa Chun-ying, Chan, Elisa Ka-yan • Wan, Lisa Chun-ying • Chan, Elisa Ka-yan • 13 June 2024 • 6 mins read
Sustainable hotels are on the rise, ushering in a fresh approach to their promotion. The key lies in matching the correct environmental cues with the right guests By Putro Harnowo, Senior Content Manager, China Business Knowledge @ CUHK Sustainability has been the common goal across industry sectors. In the hospitality industry, sustainability does not only […]
The perks of having second thoughts
• Meyer, Andrew • 27 March 2024 • 6 mins read
While intuition can be a valuable tool, it can also deceive us. A new study delves into the reasons why blindly trusting your gut is not the best approach By Putro Harnowo, Senior Content Manager, China Business Knowledge @ CUHK Have you ever found yourself in a situation where you made a decision that later […]
What Makes Company Resilient After Product Failure
Kim, John Cheonmok • Kim, John Cheonmok • 11 January 2024 • 7 mins read
In today’s competitive market, businesses strive for the top spot by launching new inventions. While product failures are prevalent, a new study finds why only a few can keep afloat By Pan Jingyi, Principal Writer, China Business Knowledge@CUHK The famous saying from American author Peter Drucker “innovate or die” has fuelled many of the global […]
Throwing Back Travel Memories to Boost Creativity
Wan, Lisa Chun-ying • Wan, Lisa Chun-ying • 21 December 2023 • 6 mins read
A new study cast light on work and leisure conflict, revealing that tapping into a nostalgic trip can boost creativity By Pan Jingyi, Principal Writer, China Business Knowledge@CUHK After weathering years of crippling travel restrictions, the tourism industry is finally on the road to recovery with travellers eagerly rushing to book flights and hotels. According […]
How Privacy Rights Affect Personal Data Markets and Firm Profit
Ke, Tony Te • Ke, Tony Te • 26 October 2023 • 6 mins read
Striking the right balance between data regulation and consumer benefits is crucial for trust and successful data sharing, a new study finds By Pete Sabine Data protection is everything in a world that is run on and by the internet. The enactment of the EU’s General Data Protection Regulation (GDPR) in 2018 heralded a new […]
How To Detect and Deter Customer Misbehaviour on Social Media
02 February 2023 • 6 mins read
Research finds companies should consider actively intervening when customers misbehave in online communities
Speculative Reselling: How Far Should It Go?
Liao, Chenxi • Liao, Chenxi • 06 October 2022 • 7 mins read
Although companies often restrict speculation, they don't go all the way to eliminate it. A recent research conducted by CUHK Business School examines why this is the case
China: The Next Big Market for Soft-Branded Hotels?
Chan, Elisa Ka-yan, Zhou, Tao • Chan, Elisa Ka-yan • Zhou, Tao • 14 July 2022 • 7 mins read
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates By Prof. Elisa Chan Ka-yan and Zhou Tao The global hospitality industry is awash in hotel brands. There are currently 970 hotel brands in the market. There is at least one hotel brand for […]
The Power of Memory in Stimulating Purchases
Dai, Xianchi • Dai, Xianchi • 21 April 2022 • 7 mins read
CUHK research shows that people perceive past events to be more subjectively distant when seeking to recall memories over a shorter time frame, and that this can help induce repeat purchase
Digital Red Packets and the Power of Sharing Online
Consumer BehaviourInnovation & TechnologyMarketing
Lin, Lisa Ya • Lin, Lisa Ya • 24 February 2022 • 8 mins read
Research study finds that digital red packets are most useful as a tool for companies to gain new and retain existing customers when they are allowed to be shared on social media
China Business Knowledge@CUHK’s Top 10 Articles in 2021
CareerConsumer BehaviourCorporate GovernanceEconomics & FinanceEntrepreneurshipLeadershipMarketingSocial ResponsibilityTop 10
Jin, Jenny Qianran, Makino, Shige, , Liu, Ming, Yuen, Andrew Chi-lok, Tse, Edward Cho-che, , Cisternas Vera, Francisco, Li, Wendong, Lau, Dora Chi-sun, Cao, Ying • Jin, Jenny Qianran • Makino, Shige • Fong, Wai-ming • Liu, Ming • Yuen, Andrew Chi-lok • Tse, Edward Cho-che • Hong, Ying-yi • Cisternas Vera, Francisco • Li, Wendong • Hu, Maggie Rong • Lau, Dora Chi-sun • Cao, Ying • 29 December 2021 • 4 mins read
From global supply chain shortages to inflation fears and rising concerns over climate change, for many people doing business in 2021 was probably fraught with a high degree of uncertainty. To illuminate the way ahead, here are this year’s 10 most popular articles, featuring our cutting edge research and expert insights
How Marketers Can Leverage on the Power of Comparison
Shen, Hao • Shen, Hao • 23 December 2021 • 6 mins read
CUHK research using Chinese data illustrates that consumers prefer products that elicit competence when comparing to peers who are better off, and vice versa
How Social Media Makes for Happier Families
31 August 2021 • 5 mins read
There is a hydraulic relationship between domestic happiness and exposure to social media content opposite to our views
Improving Sales Through Better Store Shelf Design
Cisternas Vera, Francisco • Cisternas Vera, Francisco • 28 January 2021 • 6 mins read
Research study reveals competition between products next to each other on shelves can increase product demand
How Should a Robot Talk to a Customer?
Consumer BehaviourInnovation & TechnologyMarketing
Choi, Sungwoo • Choi, Sungwoo • 19 November 2020 • 5 mins read
Research reveals consumers prefer straightforward and clear direction in service encounters
How to Tailor Product Variety to Leverage on Influencer Marketing
Consumer BehaviourInnovation & TechnologyMarketing
Liao, Chenxi • Liao, Chenxi • 17 September 2020 • 7 mins read
CUHK research looks at the rise of social influencers and its implications for companies seeking to maximise profits by offering more product variety
Diet Sodas and Low-fat Snacks: Marketing When Less is More
Lam, Howard Pong-yuen • 13 August 2020 • 5 mins read
Research finds marketing efforts focused on reducing negative product attributes may not always work
Have a Nice Holiday, if the Weather Permits!
Yang, Zoe Yang • Yang, Zoe Yang • 20 February 2019 • 5 mins read
How pollution affects consumption mood yet boosts service quality in hotel industry
How Our Perceived Future Influences Our Past
Dai, Xianchi • Dai, Xianchi • 12 July 2018 • 7 mins read
Vivid memories and emotions about things affect our perceptions of when they took place, but can the chance of them happening again also influence how we regard the past?
SHOW MORE ARTICLES