Kineta Hung

Biography

Kineta Hung is Professor and Head of the Department of Communications Studies, Hong Kong Baptist University. Her research interests include celebrity endorsement, managing national images, communication engagement, and advertising in China. Her works have appeared in Journal of Marketing, Journal of Advertising, Journal of International Business Studies, Journal of Advertising Research, Journal of Retailing and Journal of International Marketing. Professor Hung serves on the Editorial Boards of the Journal of Advertising (JA) and the International Journal of Advertising (IJA). She is also a member of the Research Committee of the American Academy of Advertising (AAA). Professor Hung is the recipient of five major research grants as well as several awards including the Emerald Management Reviews Citations of Excellence. She has given academic and executive talks on various advertising topics in Hong Kong, China and overseas. Currently, she is co-authoring a book on Chinese Firms Going Global: Their Impacts, Best Practices, and Implications (Cambridge University Press) and editing a volume on Advertising and Branding in China under Routledge’s Major Works on China Marketing. Professor Hung is an honorary professor at Communication University of China and is a research fellow at Chinese Management Centre, Hong Kong University.

Research Interest

Celebrity Endorsement & Advertising Imagery Communication Engagement Advertising & Branding in China