People and Research People

People Details

Prof. CHEUNG Sau Lan Fanny


Assistant Professor

10-215, Lau Ming Wai Academic Building, City University of Hong Kong
+852 34427893
+852 34420346

Research Areas

Cross Cultural Advertising
Service Internationalization


PhD - International Business & International Marketing
MA - Business Analysis


Dr. Fanny Cheung received her Ph.D from University of Bradford and MA from Lancaster University, UK. She has been working in the advertising industry prior joining City University. Her current research focuses on Cross-Cultural Advertising and Service Internationalization.  She has involved in research projects funded by National Natural Science Foundation of China. She has also been involved in consultancy work and served as advisor for multinational corporations, educational institutions and public organizations.

Professional Qualifications

QualificationCertifying Organization
FellowChartered Institute of Marketing, U.K.
Chartered MarketerChartered Institute of Marketing, U.K.

Research Grants

PI: "The Application of Content Strategies to Digital Promotion", Contemporary Corporate Management Centre - Guilin University of Technology , (2016-2019), Fanny SL Cheung, Guoqing Guo, Wing-Fai Leung

Selected Publications

Journal Publications and Reviews

Cheung, Sau Lan Fanny; Guo, Guoqing; Leung, Wing-Fai / Informative Advertising and Attitudes Towards Advertising. October 2023; In: International Journal of Asian Business and Management. Vol. 2, No. 5, pp. 769-782

李瑞芹; 郭国庆; 张秀兰 / 食品信息边界对健康性感知及购买意愿的影响. October 2022; In: 营销科学学报. Vol. 2, No. 4 (总第6), pp. 37-55

郭国庆; 赵怡君; 张秀兰 / 社会拥挤对跨感官产品偏好的影响-基于品牌联合情景. September 2022; In: 管理科学. Vol. 35, No. 5, pp. 113-126

CHEUNG, Fanny; LEUNG, Wing-Fai / Virtual Influencers as Celebrity Endorsers. September 2021; In: International Journal of Management and Applied Science . Vol. 7, No. 9, pp. 34-38

Leung, Wing-Fai; Cheung, Fanny Sau-Lan / Technological Advance, Trade and Welfare Reduction. July 2017; In: Chu Hai College of Higher Education. Faculty of Business. Working Paper Series. No. FB17/02

CHEUNG, Fanny Sau-Lan; LEUNG, Wing-Fai / FACEBOOK USERS’ HABITS IN GETTING COMMERCIAL INFORMATION: A STUDY ON HONG KONG STUDENTS. March 2016; In: Economics, Management, and Financial Markets . Vol. 11, No. 3, pp. 56-71

Cheung, Fanny Sau-Lan; Leung, Wing-Fai / TRANSPARENCY FOR CRISIS COMMUNICATION IN THE DIGITAL AGE: CASES FROM FOOD SAFETY DISASTERS. 2016; In: Eurasian Journal of Business and Management. Vol. 4, No. 1, pp. 51-61

Cheung, Fanny Sau-Lan; Leung, Wing-Fai / Cross-Cultural Perspectives on Attitude Towards Outdoor Advertising in Internet Era. July 2013; In: GSTF International Journal on Business Review. Vol. 2, No. 4, pp. 252-257

GUO, Guoqing; CHEUNG, Sau Lan; Leung, Wing-Fai / Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick Viewers. March 2012; In: International Journal of Integrated Marketing Communications. Vol. 4, No. 1, pp. 43 - 60

GUO, Guoqing; CHEUNG, Sau Lan; Leung, Wing-Fai / A Cross Cultural Comparison for Media Selection. October 2011; In: Journal of Chinese Marketing. Vol. 4, No. 2, pp. 15 - 30

Cheung, Fanny S.L.; Mirza, Hafiz; Leung, Wing-Fai / Client following revisited: A study of transnational advertising agencies in China. 2008; In: International Journal of Advertising. Vol. 27, No. 4, pp. 593-628

Leung, Wing-Fai; Cheung, Fanny S. L. / Valuation effects of international joint venture formation: Hong Kong listed companies. November 2007; In: Applied Financial Economics Letters. Vol. 3, No. 6, pp. 349-357

Cheung, Fanny S.L.; Leung, Wing-Fai / International expansion of transnational advertising agencies in China: An assessment of the stages theory approach. April 2007; In: International Business Review. Vol. 16, No. 2, pp. 251-268

Guo, Guoqing; Cheung, Fanny Sau-Lan; Leung, Wing-Fai; Chow, Cheris Wing-Chi / Attitudes towards internet advertising: A cross-cultural study. 2006; In: International Journal of Internet Marketing and Advertising. Vol. 3, No. 2, pp. 158-176

Tseng, Choo Sin; Kwan, Paula; Cheung, Fanny / The selection of distribution channels in China. March 1997; In: Asia Pacific Business Review. Vol. 3, No. 3, pp. 103-104

Tseng, Choo-sin; Kwan, Paula; Cheung, Fanny / Distribution in China: A guide through the maze. February 1995; In: Long Range Planning. Vol. 28, No. 1, pp. 81-91

Conference Papers

Cheung, Fanny S. L.; Guo, Guoqing; Leung, Wing-fai / Short-form infomercial and Attitudes toward Advertising. December 2018; 10th Biennial Conference of Hong Kong Economic Association, 14/12/2018 - 15/12/2018, Xiamen, China.

CHEUNG, Sau Lan; LEUNG, Wing Fai / Is Outdoor Advertising Fading Out in the Digital Era? – A Cross-Cultural Study on Attitudes toward Advertising. April 2013; 3rd Annual International Conference on Enterprise Marketing and Globalization, 22/04/2013 - 23/04/2013, , Singapore. pp. 28-36

Chapters, Conference Papers, Creative and Literary Works

Cheung, Fanny Sau Lan; Leung, Wing-Fai; Cheung, Cherry Cheuk Wa / Virtual Celebrities for Fashion Branding in China. May 2023; 4th International Symposium on Frontiers of Economics and Management Science (FEMS 2023).

Cheung, Fanny; Leung, Wing-Fai / Virtual influencer as celebrity endorsers. 2021; Advances in Global Services and Retail Management. Vol. 2

CHEUNG, Fanny; LEUNG, Wing-Fai / Virtual Influencers as Celebrity Endorsers. 2021; Proceedings of IIERD INTERNATIONAL CONFERENCE. pp. 24-28

Cheung, Fanny S.L.; Guo, Guoqing; Leung, Wing-fai / SHORT-FORM INFOMERCIAL: AN EMPIRICAL TEST. August 2019; PROCEEDINGS OF AC 2019 in Prague. pp. 43-49

Cheung, Fanny Sau-Lan; Leung, Wing-Fai / Transparency for Crisis Communications in the Digital Age: Cases from Food Safety Scandals. August 2015; Proceedings of 10th Annual London Business Research Conference.

Cheung, Fanny Sau-Lan; Leung, Wing-Fai / Is Facebook really a confirmative business platform?. January 2012; Proceedings of the 11th International Marketing Trends Conference.

Guo, Guoqing; Cheung, Fanny Sau-Lan; Leung, Wing-Fai; Chow, Cheris Wing-Chi / Attitude towards TV Advertising: Cross Cultural Study. June 2007; Marketing Research and Practice in Globalization Era: MRCC 2007 International Symposium on Marketing Proceedings. pp. 82-90

Cheung, Fanny S.L.; Mirza, Hafiz; Leung, Wing-Fai / International expansion of service multinational enterprises in China: An assessment of the stages theory approach. July 2005; Multinationals and Asia: Organizational and Institutional Relationships. pp. 21-35

YAU, Oliver H M; Leung, Wing-Fai; CHEUNG, Sau Lan Fanny; CHOW, Wing Chi / SARS versus Asian Financial Crisis. November 2004; Harmony v Conflict: Euro-Asian Management in a Turbulent Era: Proceedings of the 2004 Euro-Asia Management Studies Association Annual Conference. pp. 350-366

Mirza, Hafiz; Cheung, Fanny S.L.; Leung, Wing-Fai / Stage Theory Stands for Successful Multinational Enterprises: A Study from Transnational Advertising Agencies in China. November 2002; PROCEEDINGS OF THE 2002 EAMSA ANNUAL CONFERENCE: "Competition and Cooperation in Asia and Europe : Corporate and Government Perspectives and Strategies". pp. 149-170

Scholarly Books, Monographs, Reports and Case Studies

Cheung, Fanny Sau Lan; Leung, Wing Fai / Lake Silver's Misleading TV Ad. 2015;

keep reading