Campus Digest

Marketing scholar Dr Rocky Chen wins HKU Li Ka Shing Prize

20 Dec 2016

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

 

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.