Dr Rocky Chen (right) is presented with the Li Ka Shing Prize by HKU in recognition of his outstanding research performance


陳鵬博士 (右) 獲香港大學頒發李嘉誠獎,表揚他的卓越研究表現

Date: 20 Dec 2016 (Tuesday)

Archive

Marketing scholar Dr Rocky Chen wins HKU Li Ka Shing Prize

市場學系陳鵬博士喜獲香港大學頒發李嘉誠獎

Dr Rocky Chen, Assistant Professor of the Department of Marketing, School of Business, was recently presented with the Li Ka Shing Prize by The University of Hong Kong (HKU). Dr Chen was one of four winners to receive the award for the year 2014-15 out of 511 doctoral graduates.

Entitled “Understanding the impacts of product anthropomorphism on consumer information processing and consumer-brand relationship”, Dr Chen’s award-winning dissertation comprised two independent essays. The essays explored how consumers receive information and how a brand manages its image when corporates apply the technique of prosopopoeia in promoting their products. The findings of the study will be published in two top-tier journals in the field of consumer research, the Journal of Consumer Research and the Journal of Consumer Psychology.

Dr Chen obtained his PhD degree from HKU and joined the HKBU School of Business in September 2015. His key teaching and research area of interest is consumer behaviour. Dr Chen thanked his PhD supervisor, Dr Echo Wan, Associate Professor of the Department of Marketing, HKU School of Business, for setting a good example for him. Dr Wan’s rich experience in data collection, research writing skills and high efficiency helped Dr Chen to perform excellent work quickly. 

Established by HKU in 1990, the Li Ka Shing Prizes encourage and recognise outstanding research studies based on academic excellence.

工商管理學院市場學系助理教授陳鵬博士最近獲得香港大學頒發2014-15年度李嘉誠獎,從511位博士研究生中脫穎而出,成為四位得獎者之一。

陳博士的得獎論文題為「Understanding the impacts of product anthropomorphism on consumer information processing and consumer-brand relationship」。論文由兩篇獨立文章組成,主要研究企業在運用擬人化手法代言產品時,對消費者的資訊接收與品牌管理的影響。該研究結果將於《Journal of Consumer Research》和《Journal of Consumer Psychology》兩份消費者行為研究領域中首屈一指的學術期刊上發表。

陳鵬博士於香港大學取得博士學位,於去年9月加入浸大工商管理學院,他的教學和研究範疇主要為消費者行為學。陳博士感謝他的論文導師、香港大學商學院市場學系副教授萬雯博士,並以萬博士的研究成就為目標。

香港大學李嘉誠獎於1990年創立,目的為鼓勵和嘉許傑出研究,評審準則主要根據研究論文的質素。