Home > RGC Public Lectures > 15 December 2018 - RGC Public Lectures - Marketing and Branding in Hong Kong

RGC Public Lectures - Marketing and Branding in Hong Kong

Two leading scholars have been invited to deliver public lectures organized by the Research Grants Council on 15 December 2018 (Saturday). Details of the lectures are as follows:

Topic Speaker Time
Emotional Branding by Global Brands across Hong Kong and the Chinese Mainland

Dr Doreen Wu, Associate Professor of the Department of Chinese and Bilingual Studies of the Hong Kong Polytechnic University

2:30 pm - 3:30 pm

How does partial reduction in negative product attributes influence consumers' responses? The role of consumers' implicit theories

Professor Vincent Wong, Assistant Professor of Marketing and International Business of Lingnan University

3:30 pm - 4:30 pm

Venue: Lecture Theatre G/F, Hong Kong Central Library (Location Map)
Language: Cantonese
Free admission on a first-come, first-served basis.

For enquires, please contact us at 2524 3987 or rgc@ugc.edu.hk.

First Session

Topic: Emotional Branding by Global Brands across Hong Kong and the Chinese Mainland
Speaker: Dr Doreen Wu
Time: 15 December 2018 (Saturday) 2:30pm - 3:30pm


Brief introduction:

Emotional branding refers to acts of engaging the consumer on the level of senses and emotions. Dr Wu will deliver a talk titled “Emotional Branding by Global Brands across Hong Kong and the Mainland” to share with the audience her insights on and analyses of the top global brands which use emotional branding to achieve global reach and local relevance. She will also compare their strategies used in Hong Kong and onthe Mainland.


About the Speaker:

Doreen D. Wu is an Associate Professor in the Department of Chinese and Bilingual Studies, The Hong Kong Polytechnic University. Her main teaching and research areas include Languages and Communications in Greater China, Glocalization & Brand Communication. She also serves on Board of Directors for International Association for Intercultural Communication Studies (IAICS), and on Standing Committee for China Association for Intercultural Communication (CAFIC), China Pragmatics Association (CPrA), and Public Relations Society of China. She is also co-editor for Studying Multicultural Discourses and serves on editorial boards of a number of important international, national and local journals devoted to Linguistics and Cultural Studies, e.g., Critical Arts, Intercultural Communication Studies, Journal of Multicultural Discourses, Contemporary Linguistics, Modern Foreign Languages and Cantonese.

 

Dr Doreen WU

 

 

Second Session

Topic: How Does Partial Reduction is Negative Product Attributes Influence Consumers
Speaker: Professor Vincent Chi Wong
Time: 15 December 2018 (Saturday) 3:30pm - 4:30pm


Brief introduction:

Will consumers respond positively to marketing communications conveying partial reduction of negative product attributes? Professor Wong will deliver a talk titled "How does partial reduction in negative product attributes influence consumers' responses? The role of consumers' implicit theories" to provide consumers with adequate knowledge to correct their cognitive biases, and to provide marketers with strategies to effectively convey improvement in product attributes.


About the Speaker:

Professor Vincent Chi Wong is an Assistant Professor of Marketing and International Business at Lingnan University, Hong Kong. He received his PhD degree in Marketing at The Chinese University of Hong Kong, MA in Communication and MPhil in Marketing at Hong Kong Baptist University, and BEng in Electronic Engineering in Sun Yat-Sen (Zhongshan) University. His research interest lies at consumer information processing, cross-cultural psychology, and advertising effects. His research has been published in top-tier social psychology and business journal The Journal of Personality and Social Psychology and Journal of Consumer Research. His research projects received support from Hong Kong Research Grant Council. Dr. Wong has been a radio and TV financial program host/producer in Hong Kong prior to his academic career. Dr. Wong is an alumnus of International Visitor Leadership Program (IVLP) of U.S. Department of State, as the representative of Hong Kong media Industry.

 

 

Professor Vincent Chi Wong