Our teachers’ research interests lie primarily in the area of sharing economy, brand management, and corporate social responsibility. Their published research works on sharing economy have revealed some interesting findings, for example, consumers’ brand attachment may impede (rather than promote) their use of sharing economy services for renting the branded products.

One of our teachers is currently serving as a Principal Investigator of a 3-year research project funded by National Natural Science Foundation of China (NSFC). This project aims at eliminating the psychological barriers (e.g., contamination concerns) that inhibit consumers’ use of sharing economy services in the post-pandemic era, to facilitate economic recovery from the pandemic. 

Recently, the research teams of marketing management programme also seek to apply virtual reality and neuromarketing techniques to the new retail environment. One of the research articles published in International Journal of Retail & Distribution Management examined how the virtual reality technology could create brand experience for consumers in a virtual tour, rendering important insights for retailers in the digital era.