Co-I:

“Does Corporate Sociopolitical Activism Oriented Market Exits Benefit Corporate Brand Equity and Firm Profitability? Evidence from Corporate Exodus from Russia amidst the 2022 Russo-Ukrainian War,” Faculty Development Scheme, Hong Kong Research Grant Council, HK$625,700 (2024~2025).

Co-I:

“Research on the Impacts of Artificial Intelligence Technologies in Home-Sharing Platforms,” General Project, National Natural Science Foundation of China, RMB410,000 (2024~2027).

PI:

“Media Customer Lifecycle: Drivers of Customer Loyalty and Retention,” Australian Marketing Institute-ANZMAC Applied Research Grant, Australia, AU$7,063 (2023~2025).

PI:

“Media Engagement and Analytics Lab (MEAL),” UNSW Business School, AU$50,000 (2023 ~ 2024).

PI:

“Understanding Media Customer Lifecycle: SBS Research Project (Phase 1),” Special Broadcasting Service Corporation (SBS), AU$55,000 (2023).

PI:

“To Be Unified or Divergent? The Performance Implications of Information Variance Across Multiple E-Sellers Offering an Identical Product,” General Research Fund, Hong Kong Research Grant Council, HK$468,993 (2021~2024).

Co-I:

“Examining the Impact of Product Leak Announcements on Online Buzz, Product Sales, and Firm Value,” Early Career Scheme, Hong Kong Research Grant Council, HK$456,658 (2021~2024).

Co-I:

“The Optimization of Customer Behaviors in Peer-to-Peer Economy Based on Social Dilemma Theory,” General Project, National Natural Science Foundation of China, RMB480,000 (2021-2024).

PI:

“Inharmonious Reseller Rewards: The Impact of the Social Comparison of Rewards on Reseller Performance within Marketing Channels,” General Research Fund, Hong Kong Research Grant Council, HK$493,161 (2018~2021).

PI:

“Dispersions in Distributor Rewards: An Investigation of the Impact of the Social Comparison within Marketing Channels,” Youth Project, National Natural Science Foundation of China, RMB 180,000 (2018~2021).

PI:

“Being Secure While Being Dependent: Dependence Balancing Strategies for Weaker Partners in Channel Relationships,” General Research Fund, Hong Kong Research Grant Council, HK$437,200 (2015~2018).

Co-I:

“The Influence of the Vertical Inter-organizational Relationship Interaction on the Joint Unethical Marketing Behavior: Perspective of Construal Level,” General Project, National Natural Science Foundation of China, RMB 580,000 (2014~2017).

PI:

“Do Better-than-Fair Rewards Pay Off? An Examination of Distributors’ Responses to Favorably Unfair Rewards,” General Research Fund, Hong Kong Research Grant Council, HK$251,169 (2013~2016).

Co-I:

“Managing Opportunism in A Distribution Network: The Observer Effect of Punishment,” General Research Fund, Hong Kong Research Grant Council, HK$386,520 (2012~2015).

PI:

“From Channel to Value Chain: The Issue of Corporate Cooperative Capacity,” Start-up Grant, City University of Hong Kong, HK$500,000 (2008~2011).