Business & Management

Business & Management Experts

Isabel Siu Fong Fu

Assistant Professor
Business Administration
University of Macau


Isabel Siu Fong FU currently working as an assistant professor at University of Macau. SHe received her Ph.D. from Hong Kong Polytechnic University, Hong Kong.

Research Interest

Brand management in China, Retailing marketing in China, Services marketing in China, Advertising and persuasion effects


  • Chow, C., Tang, E., and Fu, I. (2005), “The Moderating Effect of Product Hedonism on Brand Name Translation: An Experimental Approach,” ANZMAC Conference: Broadening the Boundaries, 42.

  • Fu, Siu Fong, Isabel (2007), “The Effect of the Presence or Absence of Brand Name Translation on Brand Associations,” doctoral dissertation, Hong Kong Polytechnic University.

  • Tang, E., Chow, C., and Fu, I. (2007), “Global Marketers’ Dilemma: Whether to Translate the Brand Name into Local Language,” Journal of Global Marketing, 20(4), 25-35.

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