Prof. Cheris Wing Chi CHOW

Associate Professor in Marketing

Faculty of Business Administration
University of Macau, E22
Avenida da Universidade, Taipa, Macau, China

Contact Information

Room: E22-2051
Telephone: (853) 8822-8869
E-mail: cherisc
  • Ph.D in Marketing, City University of Hong Kong, Hong Kong, 2009
  • M.Phil in Marketing, City University of Hong Kong, Hong Kong, 2004
  • B.B.A. (Hons) in Marketing, City University of Hong Kong, Hong Kong, 2000
  • Head, Centre of Business & Logistics, Hong Kong College of Technology (2006 – 2009)
  • Lecturer (PT), City University of Hong Kong (2006 – 2009)
  • Media Planning, Universal McCann (member agency of HK4As), Hong Kong (2000 – 2002)
  • Undergraduate Courses
    • Consumer Behavior (MKTG3000)
    • Entertainment Marketing (MKTG425)
    • Brand Management (MKTG432)
    • Principles of Marketing (MKTG202)
    • Integrated Marketing Communications (MKTG411)
  • Graduate Courses
    • Buyer Behavior (MKTG7030)
  • Service Marketing
  • Cross-Cultural Advertising
  • Consumer Behavior and Advertising Management
  • Can good behavior be shaped: The effect of corporate social responsibility (CSR) on customer citizenship behavior (CCB), funded by University of Macau, 2018-2019, Principal Investigator
  • Effects of Employees’ Perceived Corporate Social Responsibility on their Extra‐role Behaviors, funded by University of Macau, 2017-2018, Principal Investigator
  • Might An Attractive Waitress Make You Eat Unhealthy? The Mediating Role of Risk-Taking and Self-Enhancement, funded by University of Macau, 2015-2016, Principal Investigator
  • Abusive supervision: Investigations on its antecedents and its impacts on teams, funded by University of Macau, 2014-2017, Co-Principal Investigator
  • The Fit Effect of Consumer’s Temporal Focus and Temporal Framing on Fear Appeal Message in Attitudes toward Environmental Sustainability Strategy, funded by University of Macau, 2013-2014, Principal Investigator
  • Customer Flattery with Services People: Dual Attitudes, Satisfaction, and Self-Esteem, funded by University of Macau, 2011-2012, Principal Investigator
  • The Effect of Regulatory Fit on Attitudes and Behavior of Internal Customers, funded by University of Macau, 2010-2011, Principal Investigator
  • 2016 Best Applied Paper Award, Careers Division of the Academy of Management
  • Best Paper Award, 2011 Annual Conference of China Marketing Science
  • Best Track Paper Award, Advertising and Promotion 2010 (by American Marketing Association)
  1. Xu, A. J., Loi, R., & Chow, C. W. C. (2019). What threatens employees’ thriving at work under leader-member exchange? The role of store spatial crowding and team negative affective tone. Human Resource Management, 58, 371-382. (FT50, ABS4)
  2. Chan, W. W. H., Chow, C. W. C., Loi, R., Xu, A. J. (2018). Turning hotel employees into brand champions: The roles of well-connected leaders’ and organizational identification. Journal of Hospitality and Tourism Research, 42, 1232-1253. (Equal authorship) (ABS2)
  3. Loi, R., Xu, A. J., Chow, C. W. C., & Kwok, J. M. L. (2018). Customer misbehavior and store managers’ work-to-family enrichment: The moderated mediation effect of work meaningfulness and organizational affective commitment. Human Resource Management, 57, 1039-1048. (FT50, ABS4)
  4. Lai, J. Y. M., Chow, C. W. C., & Loi, R. (2018). The interactive effect of LMX and LMX differentiation on followers’ job burnout: Evidence from tourism industry in Hong Kong. International Journal of Human Resource Management, 29, 1972-1998. (ABS3)
  5. Luk, C. L., Chow, C. W. C., Wan, W. W. N., Lai, J. Y. M., Fu, I. S. F., & Fong, C. P. S. (2017). An institutional perspective on modernization and sex-appeal advertising. Asia Pacific Journal of Marketing and Logistics, 29, 220-238.
  6. Chan, I. C. C., Lam, L. W., Chow, C. W. C., Fong, L. H. N., & Law, R. (2017). The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity. International Journal of Hospitality Management, 66, 54-65. (ABS3)
  7. Chow, C. W. C., Lai, J. Y. M., & Loi, R. (2015). Motivation of travel agents’ customer service behavior and organizational citizenship behavior: The role of leader-member exchange and internal marketing orientation. Tourism Management, 48, 362-369. (ABS4)
  8. Lai, J. Y., Lam, S. S., & Chow, C. W. C.(2015). What good soldiers are made of: the role of personality similarity. Journal of Managerial Psychology, 30, 1003-1018. (ABS3)
  9. Wan, W. W. N., Luk, C. L., & Chow, C. W. C. (2014). Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing. Journal of International Business Studies, 45, 751-782. (UTD, FT50, ABS4*)
  10. Wang, X., Chow, C. W. C., Yang, Z., & Lai, J. Y. M. (2013). Market Signals: Website Investment and Physical Store Existence. Asia Pacific Journal of Marketing and Logistics, 26, 94-113.
  11. Wang, X., Chow, C. W. C., & Luk, C. L. (2013). Does Service Employee Arrogance Discourage Sales of Luxury Brands in Emerging Economies? Psychology & Marketing, 30, 918-933. (ABS3)
  12. Lau, V. P., Wong, Y. Y., & Chow, C. W. C. (2013). Turning the tables: Mitigating effects of proactive personality on the relationships between work-to-family conflict and work- and non work-related outcomes. Career Development International, 18, 503-520. (ABS2)
  13. Wang, X., Chow, C. W. C., & Yang, Z. (2012). A two-path model on the effects of positivity of and empathy reflected by online reviews: A choice mechanism perspective. International Journal of Internet Marketing and Advertising, 7, 260-277. (ABS1)
  14. Wan, W. W. N., Luk, C. L., Fam, K., Wu, P., & Chow, C. W. C. (2012) Interpersonal Relationship, Service Quality, Seller Expertise: How Important are They to Adolescent Consumers?. Psychology and Marketing, 29, 365-377. (ABS3)
  15. Luk, C. L., Wan, W. W. N., Chow, R. P. M., Chow, C. W. C., Fam, K., Wu, P., & Kim, S. (2012). Consumers’ Views of Feng Shui: Antecedents and Behavioral Consequences. Psychology and Marketing, 29, 488-501. (ABS3)
  16. Guo G., Cheung, F. S. L., Leung W. F., & Chow C. W. C. (2008). Attitude towards TV Advertising: Cross Cultural Study. Journal of Chinese Marketing, 1, 60-66.
  17. Yau, O. H. M., Leung, W. F., Cheung, F. S. L., & Chow, C. W. C. (2007). SARS versus the Asian Financial Crisis, Harmony versus Conflict in Asian Business, Palgrave Macmillian Book, 300-329.
  18. Chow, C. W. C., & Luk, C. L. (2006). Effects of Comparative Advertising in High and Low Cognitive Elaboration Conditions. Journal of Advertising, 35, 55-67. (ABS3)
  19. Guo, G. , Cheung, F. S. L., Leung, W. F., & Chow, C. W. C. (2006). Attitudes Towards Internet Advertising: A Cross-Cultural Study. International Journal of Internet Marketing and Advertising, 3, 158-176. (ABS1)
  20. Wan, W. W. N., Luk C. L., & Chow, C. W. C. (2005). Customer’s Adoption of Banking Channels in Hong Kong. International Journal of Bank Marketing, 23, 255-272. (ABS1)
  1. Loi, R., Xu, A. J., Chow, C. W. C., & Kwok, J. M. L. (2019). Different stressors, different voices: The dual pathways linking challenge-hindrance stressors and constructive-destructive voices. Paper presented at The 11th Asia Academy of Management Conference, Bali, Indonesia.
  2. Loi, R., Liu, Y., & Chow, C. W. C. (2018). Influence of overall justice on pro-environmetal behaviors: The role of prosocial motivation and moral identity. Paper presented at ANZAM 2018 Conference, Auckland, New Zealand.
  3. Xu, A. J., Loi, R., & Chow, C. W. C. (2017). When leader-member exchange (LMX) enables employee thriving and cross-selling: An approach-avoidance perspective to unravel the impact of contextualized LMX. Paper presented at The 10th Asia Academy of Management Conference, Fukuoka, Japan.
  4. Xu, A. J., Loi, R., & Chow, C. W. C. (2016). Enabling proactive employees to thriving at work: The role of servant leadership and team cohesiveness. Paper presented at 2016 Conference of The Consequence of Proactive Behaviors at Work: New Directions, Hong Kong.
  5. Xu, A. J., Loi, R., Chow, C. W. C., & Kwok, J. M. L. (2016). Thriving at work: When your leaders embed you in meaningful work. Paper presented at The 2016 Academy of Management Annual Meeting, Anaheim, U.S.A.
  6. Loi, R., Xu, A. J., Chow, C. W. C., & Kwok, J. M. L. (2016). Managers’ work-to-family enrichment: The role of customer misbehavior and work meaningfulness. Paper presented at The 2016 Academy of Management Annual Meeting, Anaheim, U.S.A.
  7. Chow, C. W. C., Fu, I. S. F., & Lai, J. Y. M. (2015). Online Group-Buying. The Effect of Offer Popularity on Consumer Purchase Intention. Papers presented at the 29th Australian and New Zealand Academy of Management (ANZAM) Conference, Queenstown, New Zealand.
  8. Lai, J. Y. M., Chow, C. W. C., & Loi, R. (2015). Leader–member exchange (LMX) differentiation: A double-edged sword? The interactive effect of LMX and LMX differentiation on followers’ job burnout. Paper presented at The 9th Asia Academy of Management Conference, Hong Kong, China.
  9. Wang, X., Chow, C. W. C., & Fu, I. S. F. (2014). How to solve Inter-client conflicts in service encounters? Paper presented at The 2014 ANZMAC, Brisbane, Australia.
  10. Wang, X., Chow, C. W. C., & Yang, Z. (2011). How Positivity of and Empathy Reflected by Online Reviews Influence Online Purchase Intentions: A Choice Mechanism Perspective. Paper presented at the 2011 Annual Conference of China Marketing Science, Guangzhou, China.
  11. Chow, C. W. C., Lai, J. Y. M., & Kwok, J. M. L. (2011). Emotional Contagion in Travel and Tourism Industry: The Moderating Role of Trust in Leaders and Leader-member Exchange. Paper presented at the EMAC 2011 Conference, Slovenia, Europe.
  12. Chow, C. W. C., Kwok, J. M. L., Luk, C. L., & Lai, J. Y. M. (2010). Improving Job Behavior of Service Employees by Regulatory Fit: The Mediating Role of Leader-Member Exchange and Moderating Role of Emotional Intelligence. Paper presented at the AAOM 2010 Conference, Macau, China.
  13. Luk, C. L., Chow, C. W. C., & Wan, W. W. N. (2010). Effects of Institutional Change towards Modernization on Consumer’s Responses to Sex-Appeal Advertising. Paper presented at the AMA 2010 Conference, Boston, US.
  14. Luk, C. L., Chow, C. W. C., & Wan, W. W. N. (2008). An Institutional Theory of Attitudes towards Sex-Appeal Advertising. Paper presented at the EAMSA 2008 Conference, Kyoto, Japan.
  15. Guo G., Cheung, F. S. L., Leung, W. F., & Chow, C. W. C. (2007). Attitude towards TV Advertising: Cross Cultural Study. Paper presented at the 2007 International Symposium on Marketing, China.
  16. Guo G., Cheung, F. S. L., Leung, W. F., & Chow, C. W. C. (2007). Attitude towards Internet Advertising: A Cross Cultural Study. Paper presented at the 2007 NSF (National Natural Science Foundation of China) of China Key Marketing Program Forum, Dalian, China
  17. Luk, C. L., Chow, C. W. C., & Wan, W. W. N. (2006). An Institutional Theory of Attitudes towards Sex-Appeal Advertising. Paper presented at the ANZMAC 2006 Conference, Brisbane, Australia.
  18. Luk C. L., Chow, C. W. C., & Cheung F. S. L. (2006). Effect of Institutionalization and Openness on Consumers’ Responses to Sex Appeal Advertising. Paper presented at the Academy of World Business, Marketing and Management Development 2006 Conference, Paris, France.
  19. Yau, O. H. M., Leung, W. F., Cheung, F. S. L., & Chow, C. W. C. (2004). SARS versus Asian Financial Crisis. Paper presented at EAMSA Annual Conference – Harmony v Conflict: Euro-Asian Management in a Turbulent Era, Hong Kong, China.
  20. Chow, C. W. C. & Luk, C. L. (2004). Automatic Processing of Brand Comparison Information in Advertisement. Paper presented at The Hawaii International Conference on Business, Honolulu, Hawaii.
  • Chartered Marketer, The Chartered Institute of Marketing (CIM) U.K. (2010-2012)