Dr Felix TANG (鄧子龍博士)
PhD (CUHK)
MBA (Simon Fraser University)
BBA (Simon Fraser University)

BBA-GB Associate Programme Director
Associate Professor
Director of the Research Institute for Business
Department of Marketing

Tel : (852) 3963 5134


Dr Tang is an Associate Professor of The Hang Seng University of Hong Kong (HSUHK). Dr Tang graduated from Simon Fraser University in Canada with a Bachelor of Business Administration in 2001. He obtained a Master of Business Administration degree in 2003 from Simon Fraser University, and a Doctor of Philosophy degree in Marketing in 2008 from The Chinese University of Hong Kong. Prior to his joining to HSUHK, Dr Tang taught undergraduate level marketing courses in The Chinese University of Hong Kong and in The University of Hong Kong. Dr Tang’s research interests include consumer behavior, pricing modeling, customer satisfaction, counterfeit consumption, and perceived fairness. Dr Tang contributes to the academic community in China, as he has been invited to Peking University and Shanghai Jiao-tong University to share his expertise on satisfaction modeling. He has published articles in respectable marketing journals, such as Advances in Consumer Research, and international conferences, such as Marketing Science Conference. Dr Tang also shares his expertise in counterfeit consumption in Prof Judy Zaichkowsky’s book entitled The Psychology Behind Trademark Infringement and Counterfeiting.

Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)Research Grants and Awards
TopResearch and Teaching Interests
  • Customer satisfaction, consumer ethics, virtue ethics, service-learning, game-based learning
TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
  • Lo, Lawrence, Haksin Chan, Felix Tang and Karen Yeung (2020), \"Consumer Ethics: Insights from Business Professionals”,?Asia Pacific Journal of Marketing and Logistics, 32(3), 664-680.
  • Tang, Felix & Judy Zaichkowsky, \"Special Issue Introduction: Consumer Ethics in the Asia Pacific Region,?Asia Pacific Journal of Marketing and Logistics, 31(3), 578-579.
  • Chan, Fanny Fong-yee, Sunny Hung-fai Chan, and Felix Tang (2017), “The effect of perceived advertising effort on brand perception: Implication for retailers in Hong Kong”,?The International Review of Retail, Distribution and Consumer Research, 27(1), 78-93.
  • Kwong, Kenneth K., Felix Tang,Tian Vane Ing, Alex L. K. Fung (2015), “Can customer loyalty be explained by virtue ethics? The Chinese way”,?Asian Journal of Business Ethics, 4(1), 101-115.
  • Tang, Felix, Vane-ing Tian, and Judith Lynne Zaichkowsky (2014), "Understanding Counterfeit Consumption",?Asia Pacific Journal of Marketing and Logistics, 26 (1), 4-20.
Conference Papers
  • Tian, Vane I., Felix Tang and Alan Tse, (2019), "All Hands on Deck: Personifying Socially Responsible Corporations: Scale Development and Validation",?Academy of Marketing Science 2019 Conference.
  • Li, Dongmei, Bobbie Cheon and Felix Tang, (2019), "An Investigation on the Moral Mechanism of Culture Mixing in the Counterfeit Context", The 13th Biennial Asian Association Social Psychology Conference.
  • Calvin Lam, Felix Tang and Eric Chee, "Habit Formation Process of In-game Advertising on Unconsciously Activated Behavior",?The 27th World Business Congress.
  • Lam, Calvin and Felix Tang (2018), “An Overview of Confucius Ethics in Business Management: Text Mining of Journal Articles during 1999–2016”,?Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan.
  • Yuen, Vincentia, Felix Tang and Ian Phau (2018), “Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study”,?Proceedings of the Annual Meeting of the Academy of International Business, East Lansing, MI: Academy of International Business, New Orleans.
  • Kwong, Kenneth K., Felix Tang, Tingting Xie (2016), “Is the concept of?Junzimeasurable?”,?Proceedings of the 6th World Business Ethics Forum, Macau: University of Macau.
  • Tang, Felix, Hiu-yan Chan, Ho-yee Chan, Tung-yan O, and Betty P.W. Mok (2016), “Pedagogical Innovations in Business Ethics Education”,?Proceedings of the The Sixth ISBEE World Congress, Shanghai, China.
  • Tang, Felix and Ho-yee Chan (2016). “Teaching Business Ethics via the Experiential Learning Pedagogy: An Experiment in Hong Kong”?Proceedings of the Global Conference on Asian Business, Phuket, Thailand.
  • Tang, Felix, Candy K. Y. Ho, and Shirley Y. Y. Cheng (2014), “Local-relevant Cause-related Marketing Reduces Piracy Consumption in Foreign Markets”,?Proceedings of the Annual Meeting of the Academy of International Business, East Lansing, MI: Academy of International Business, Vancouver, Canada.
  • Chan, Fanny Fong-yee, Sunny Hung-fai Chan, and Felix Tang (2014), “Learning-orientation and Trustworthiness: Two Key Components of Corporate Image in the Asian Retail Context”,?Proceedings of the 2014 Global Marketing Conference, Seoul: Chungbuk National University (Republic of Korea), Singapore.
  • Kwong, Kenneth K., Felix Tang, Tian Vane Ing, Alex L. K. Fung (2014), "Can Customer Loyalty Be Explained by Virtue Ethics? The Chinese Way",?Proceedings of the 5th World Business Ethics Forum, Macau: University of Macau.
  • Tang, Felix, Vang-ing Tian, Alan Ching-biu Tse, and Eric Chee (2013), “How Confucius Influences Consumer’s View on Socially Responsible Corporations”,?Proceedings of the 16th Biennial World Marketing Congress, Volume XVI,Ruston, LA: Academy of Marketing Science, Melbourne, Australia.
  • Lam, Calvin and Felix Tang (2012), “Mitigating the Negative Effects of Violent Video Game: A Perceived Invulnerability Explanation,” Proceedings of the Asian-Pacific Advances in Consumer Research, Queenstown, New Zealand.
TopResearch Grants and Awards
  • Secured a 3-year RGC IDS research grant (UGC/IDS14/15), role: team leader, amount awarded: HK$13,484,000, “Set up a Research Institute for Business” (2016-2018)
  • Secured a 1-year RGC IIDS research grant (UGC/IIDS14/B04/16), role: Co-PI, amount awarded: HK$495,175, “The Bright Side and Dark Side of Consumer Ethics” (2017)
  • Secured a 2-year Education Bureau QESS teaching grant (04/QESS/2018), role: team leader, amount awarded: HK$2,027,165, “Integrating Service Learning into Classroom Learning” (2019- 2020)