Faculty Members

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Prof. Alex SL TSANG

Associate Professor
Marketing Discipline
Department of Management, Marketing and Information Systems

tsangsl@hkbu.edu.hk
3411 7551
WLB 512A
https://orcid.org/0000-0003-4972-0896
Alex S L TSANG public CV
View Scopus Profile

Dr. Alex S.L. Tsang is an Associate Professor at the Department of Management, Marketing and Information Systems, Hong Kong Baptist University. His current research interests include consumer well-being, socially responsible consumption, and socially responsible marketing. He has published works in Journal of Advertising Research, Journal of Business Ethics, Journal of Business Research, and Journal of Consumer Psychology, among others.

  • Socially Responsible Marketing
  • Socially Responsible Consumption
  • Consumer Well-being

  • International Business
  • Marketing Research
  • Responsible Consumption: Theory and Practice
  • Socially Responsible Entrepreneurship in an International Context
  • Socially Responsible Marketing

1. Ph.D. in Marketing                                                                       City University of Hong Kong          2001

2. B.A. (Hons) International Business (1st Class Honor)        City University of Hong Kong          1996

1. Zhang, Huitian and Alex S.L. Tsang (Approx. 2027), “Don’t Treat Me Like a Child! The Influence of Over-Attentive Service on Adult Identity-Associated Consumption Choices,” Journal of Business Research.

2. Kwan, Canice, M.C., Shirley Y.Y. Cheng, and Alex S.L. Tsang (2023), “Societal Reminiscence and Decisions for a Better Society: A Belief in Progress Explanation,” Journal of Business Research. 154 (January), 113365, https://doi.org/10.1016/j.jbusres.2022.113365.

3. Zhang, Ning, Liqin Yu, Alex S.L. Tsang, and Nan Zhou (2021), “Should Spokes-Characters be Dynamic? The Interaction Effects of Spokes-Character Dynamism and Brand Personality on Consumers’ Evaluation,” European Journal of Marketing, 55 (5), 1516-38.

4. Tang, Yangyi (Eric) and Alex S.L. Tsang (2020), “Inspire Me to Purchase: Consumers’ Personal Control and Preference for Underdog Brand Positioning,” Journal of Business Research, 115, 101-9.

5. Prendergast, Gerard and Alex S.L. Tsang (2019), “Explaining Socially Responsible Consumption,” Journal of Consumer Marketing, 36 (1), 146-54.

6. Yan, Dengfeng and Alex S.L. Tsang (2016), “The Misforecasted Spoiler Effect: Underlying Mechanism and Boundary Conditions,” Journal of Consumer Psychology, 26 (1), 81-90.

7.  Zhuang, Guijun, Neil C. Herndon, and Alex S.L. Tsang, (2014) “Impact of Firms’ Policies on Chinese Industrial Purchasers’ Ethical Decision Making,” Journal of Purchasing and Supply Management, 20, 251-62.

8. Zhou, Yuanyuan, Alex S.L. Tsang, Minxue Huang, and Nan Zhou (2014), “Group Service Recovery Effectiveness: The Moderating Effects of Group Size and Relational Distance,” Journal of Business Research, 67, 2480-5

9. Prendergast, Gerard P., Alex S.L. Tsang, and Renis Cheng (2014), “Predicting Handbill Avoidance in Hong Kong and the UK,” European Journal of Marketing, 48 (1/2), 132-46.

10. Zhou, Yuanyuan, Alex S.L. Tsang, Minxue Huang, and Nan Zhou (2014), “Does Delaying Service-Failure Resolution Ever Make Sense?” Journal of Business Research, 67 (2), 159-66.

11.  Zhou, Yuanyuan, Minxue Huang, Alex S.L. Tsang, and Nan Zhou (2013), “Recovery Strategy for Group Service Failures: The Interaction Effects between Recovery Modes and Recovery Dimensions,” European Journal of Marketing, 47 (8), 1133-56.

12. Zhuang, Guijun, Neil C. Herndon, and Alex S.L. Tsang (2012), “The Impact of Buyers on Salesperson’s Ethical Judgment and Behavioral Intention to Practice Gray Marketing,” Journal of Global Marketing, 25 (1), 57-78.

13. Ngan, Shing-Chung and Alex S.L. Tsang (2012), “Elucidating the Conceptual Structure of a Business Domain via Exploratory Network Analysis of Business Survey Data,” Expert Systems with Applications, 39 (7), 6359-69.

14. Huang, Minxue, Fengyan Cai, Alex S.L. Tsang, and Nan Zhou (2011), “Making Your Online Voice Loud: The Critical Role of WOM Information,” European Journal of Marketing, 45 (7/8). 1277-97.

15. Ngan, Heidi M.K., Gerard P. Prendergast, and Alex S.L. Tsang (2011), “Linking Sports Sponsorship with Purchase Intentions: Team Performance, Stars, and the Moderating Role of Team Identification,” European Journal of Marketing, 45 (4), 551-66.

16. Prendergast, Gerard P., Alex S.L. Tsang, and Cherry N.W. Chan (2010), “The Interactive Influence of Country of Origin of Brand and Product Involvement on Purchase Intention,” Journal of Consumer Marketing, 27 (2), 180-8.

17. Zhuang, Guijun, Youmin Xi, and Alex S.L. Tsang (2010), “Power, Conflict, and Cooperation: The Impact of Guanxi in Chinese Marketing Channels,” Industrial Marketing Management, 39 (January), 137-49.

18. Tsang, Alex S.L. and Gerard Prendergast (2009), “Is a ‘Star’ Worth a Thousand Words? The Interplay between Product-Review Texts and Rating Valences,” European Journal of Marketing, 43 (11/12), 1269-80.

19. Tsang, Alex S.L. and Gerard Prendergast (2009), “Does Culture affect Evaluative Expressions? A Cross-Cultural Analysis of Chinese and American Computer Game Reviews,” European Journal of Marketing, 43 (5/6), 686-707.

20. Tsang, Alex S.L. and Dengfeng Yan (2009), “Reducing the Spoiler Effect in Experiential Consumption,” Advances in Consumer Research, 36, 708-9.

21.  Prendergast, Gerard, Alex S.L. Tsang, and Chit Yu Lo (2008), “Antecedents of the Intention to Seek Samples,” European Journal of Marketing, 42 (11/12), 1162-9.

22. Prendergast, Gerard, Derek Poon, Alex S.L. Tsang, and Ting Yan Fan (2008), “Predicting Premium Proneness,” Journal of Advertising Research, 48 (2), 287-96.

23. Zhuang, Guijun and Alex S.L. Tsang (2008), “A Study on Ethically Problematic Selling Methods in China with a Broaden Concept of Gray-Marketing,” Journal of Business Ethics, 79 (1-2), 85-101.

24. Wu, Jyh-Jeng and Alex S.L. Tsang (2008), “Factors Affecting Members’ Trust and Behavior Intention in Virtual Communities,” Behavior and Information Technology, 27 (2), 115-25.

25.  Tsang, Alex S.L., Wai Sum Siu, and Gloria H.Y. Ting (2007), “Case Study: Model Kit World,” International Journal of Entrepreneurship and Innovation, 8 (3), 231-5.

26.  Zhuang, Guijun, Alex S.L. Tsang, Nan Zhou, Fuan Li, and [J.A.F. Nicholls] (2006), “Impacts of Situational Factors on Buying Decisions in a Retail Setting: An Empirical Study with Multinational Data,” European Journal of Marketing, 40 (1-2), 17-43.

27.  Tsang, Alex S.L. and Nan Zhou (2005), “Newsgroup Participants as Opinion Leaders and Seekers in Online and Offline Communication Environments,” Journal of Business Research, 58 (9), 1186-93.

28. Tsang, Alex S.L., Guijun Zhuang, Fuan Li, and Nan Zhou (2003), “A Comparison of Shopping Behavior in Xi’an and Hong Kong Malls: Utilitarian Versus Non-Utilitarian Shoppers,” Journal of International Consumer Marketing, 16 (1), 29-46.

29. Tsang, Alex S.L. (2003), “Contest Ritualization: Wooing Customers through Religious Metaphor,” Business Horizons, 46 (5), 67-74.

30. Chan, Allan K.K., Luther Trey Denton, and Alex S.L. Tsang (2003), “The Art of Gift Giving in China,” Business Horizons, 46 (4), 47-52.

31.  Tsang, Alex S.L. (2000), “Military Doctrine in Crisis Management: Three Beverage Contamination Cases,” Business Horizons, 43 (5), 65-73.

1. Tsang, Alex S.L., Minxue Huang, and Nan Zhou (2012), “Resolving Group Service Failures: Insights from Social Impact Theory,” General Research Fund (GRF 32-12-502 HKBU250212), Hong Kong Government, Amount: HK$183,729.00.

2. Tsang, Alex S.L., Minxue Huang, and Nan Zhou (2012), Resolving Group Service Failures: The Interaction between Recovery Mode and Delivery Mode,” Faculty Research Grant (FRG2/11-12/060), School of Business, Hong Kong Baptist University, Amount: HK$45,360.00.

3. Prendergast, Gerard P. and Alex S.L. Tsang (2010), “An Annual Survey of Socially Responsible Consumption in Hong Kong,” Strategic Development Fund (SDF022, 40-49-201), School of Business, Hong Kong Baptist University, Amount: HK$191,600.00.

4. Tsang, Alex S.L. (2008), “Do Spoilers Spoil Your Movie Enjoyment? A Focusing Illusion Explanation,” Faculty Research Grant (FRG/07-08/II-20), School of Business, Hong Kong Baptist University, Amount: HK$75,068.00.

5. Prendergast, Gerard and Alex S.L. Tsang (2005), “Media Critics versus Online Forum Ratings of Motion Pictures: Their Predictive Powers of Cumulative Box-Office Sales,” Faculty Research Grant (FRG/04-05/I-44), School of Business, Hong Kong Baptist University, Amount: HK$47,320.00.

6. Prendergast, Gerard and Alex S.L. Tsang (2005), “Mass Media Opinion Leaders: How Formats of Movie Reviews Affect Perceived Review Credibility and Movie-Viewing Interest,” Faculty Research Grant (FRG/04-05/II-02), School of Business, Hong Kong Baptist University. Amount: HK$95,965.00.

7.  Gerard Prendergast and Alex S.L. Tsang (2001), “Cross-Cultural Differences in Product-Evaluation Expression: A Study of American and Chinese Personal Computer Game Reviews,” Faculty Research Grant (FRG/01-02/I-63), School of Business, Hong Kong Baptist University. Amount: HK$42,008.00.

8. Zhou, Nan and Alex S.L. Tsang (1999), “Opinion leadership in Newsgroup and Real Life Environments: An Empirical Study,” Small Scale Research Grant, Faculty of Business, City University of Hong Kong. Amount: about HK$45,000.00.

1. Kwan Canice M.C., Shirley Y.Y. Cheng, and Alex S.L. Tsang (July 2026), “Wasteful or Not: How Discarding Triggers a Sense of Waste and Reduces Impulsive Buying,” Paper Presented at Academy of Marketing Annual Conference, Manchester, the UK.

2. Zhang, Huitian and Alex S.L. Tsang (June 2026), “Infantilized by Service: Over-Attentive Service Drives Adult-Identity-Relevant Consumption,” Paper Presented at the Asia-Pacific Marketing Annual Conference, Macau. (Third Prize, Doctoral Forum Awards)

3. Tsang, Alex S.L. (December 2025), “Underutilized Possessions and Perceived Wastefulness,” Paper Presented at ANZMAC Annual Conference, Sydney, Australia.

4. Zhang, Huitian and Alex S.L. Tsang (December 2024), “How Over-attentive Service Influences Identity-related Consumption,” Paper Presented at ANZMAC Annual Conference, Hobart, Tasmania, Australia.

5. Tsang, Alex S.L. and Yangyi (Eric) Tang (December 2022), “The Socially Benevolent Underdog: How and Underdog Brand Status Inspires Consumers’ Charitable Donation and the Moderating Effect of Attitude Monetary Donation,” Paper Presented at ANZMAC Annual Conference, Perth, Australia.

6. Tang Yangyi (Eric) and Alex S.L. Tsang (February-March 2019), “Inspire to Purchase: How a Lack of Control Drive Preferences for Underdog Positioning,” Paper Presented at Society for Consumer Psychology 2019 Annual Conference, Savannah, Georgia, USA.

7.  Kwan Canice M.C., Shirley Y.Y. Cheng, and Alex S.L. Tsang (December 2018), “The Effect of Trashing on Incidental Purchase,” Paper Presented at ANZMAC Annual Conference, Adelaide, Australia.

8. Tang Yangyi and Alex S.L. Tsang (October 2018), “When will Underdog Positioning be Effective? The Influence of Personal Control and Shopping Orientation,” Paper Presented at the 15th Annual Conference of China Marketing Science （第十五屆中國營銷科學學術年會）, ShenZhen Univeristy, ShenZhen, China.

9. Kwan, Canice M.C., Shirley Y.Y., Cheng, and Alex S.L. Tsang (October 2017), “The Effect of Societal Nostalgia on Future Optimism and Public Policy Endorsement,” Paper Presented in Annual North American Conference of the Association for Consumer Research, San Diego, USA.

10.  Kwan, Canice, MC, Shirley YY, Cheng, and Alex S.L. Tsang (October 2016), “How Thinking about Society’s Past Influences Optimism towards Its Future” Poster presented at Annual North American Conference of the Association for Consumer Research Berlin, Germany.

11. Zhang Ning, Alex S.L. Tsang, and Nan Zhou (October 2015), “Effects of Spokes-Characters’ Traits on Brand Attitude: From the Perspective of Regulatory Fit Theory”, Paper Presented at International Conference of Asian Marketing Associations, Waseda University, Tokyo, Japan.

12. Prendergast, Gerard P. and Alex S.L. Tsang (December 2014), “Predicting Socially Responsible Consumption Using the Theory of Planned Behavior”, Paper presented in World Business Ethics Forum, Macau.

13. Kwan, Canice, MC, Shirley YY, Cheng, and Alex S.L. Tsang (October 2013), “’Our’ Past Gives ‘Me’ a Better Future: The Influence of Collective Nostalgic Consumption on Future Perceptions” Poster presented in Annual North American Conference of the Association for Consumer Research (Chicago, USA).

14. Zhou, Yuanyuan, Alex S.L. Tsang, Minxue Huang, and Nan Zhou (2011), “When does a Delayed Resolution Make Better? The Effect of a Delay between Compliant and Problem Resolutiion,” Proceedings of the Eighth Annual Conference of JMS China Marketing Science, Guangzhou, China (August 19-22), Part 2, 2810-21. (The Best Paper Award in Marketing)

15. Li, Eric P.H., Aron Darmody, and Alex S.L. Tsang (2009), “Dynamics of Creative Consumer Community,” Poster for Consumer Culture Theory Conference (Ann Arbor, USA).

16. Zhuang, Guijun, Alex S.L. Tsang, and Neil C. Herndon (December 2008), “The Impact of Firm’s Policies on Behavioral Intention of Gray Procurement in China,” Paper Presented in World Business Ethics Forum, Hong Kong Baptist University, Hong Kong.

17. Tsang, Alex S.L. and Dengfeng Yan (October 2008), “Reducing the Spoiler Effect in Experiential Consumption,” Paper presented in Annual North American Conference of the Association for Consumer Research (San Francisco, USA).

18. Zhuang, Guijun and Alex S.L. Tsang (December 2006), “A Study on Ethically Problematic Selling Methods in China with a Broaden Concept of Gray Marketing,” Paper Presented in World Business Ethics Forum, Hong Kong Baptist University (Hong Kong and Macau).