Staff Profile

Lee Shau Kee School of Business and Administration Key Staff Staff Profile
Dr. Huang Ava Jieshan 黃潔珊博士
MCom(Mktg) & MWineBus University of Adelaide
Senior Lecturer
Lee Shau Kee School of Business and Administration


Dr Ava Huang is currently a senior lecturer of Lee Shau Kee School of Business and Administration at Hong Kong Metropolitan University. Before joining HKMU, Dr. Huang worked as a Marketing Scientist at the Ehrenberg-Bass Institute at the University of South Australia for ten years. Ava also has extensive experience in the wine industry and has had her research published in both journal and industry papers.

Teaching Areas & Research Interests

  • Brand management
  • Consumer behavior
  • Wine marketing
  • Luxury branding

Selected Publications

Journal Articles

  • Bruwer, J., Cohen, J., Driesener, C., Cotsi, A., Lee, R., Huang, A., & Lockshin, L. (2023), 'Chinese Wine Consumers' Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents', Australasian Marketing Journal, ahead of print
  • Romaniuk, J., Huang, A. (2019), 'Understanding Consumer Perceptions of Luxury Brands', International Journal of Market Research, 1-15.
  • Huang, A., Dawes, J., Lockshin, L., & Greenacre, L. (2017), 'Consumer Response to Price Changes in Higher-Priced Brands', Journal of Retailing & Consumer Services, 1-24.
  • Anesbury, Z., Greenacre, L., Willson, A., & Huang, A. (2017), 'Patterns of Fruit and Vegetable Buying Behaviour in the United States and India', International Journal of Market Research, 50, 14-31.
  • Bruwer, J., & Huang, J. (2012), 'Wine Product Involvement and Consumers' BYOB Behaviour in the South Australian On-Premise Market', Asia Pacific Journal of Marketing and Logistics, 24, 461-481.

Modified Date: 19 Feb, 2024
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