About
Dr. Millissa Cheung is a Lecturer at the Business School of Edinburgh Napier University, focusing on Marketing, Consumer Behavior, and Business Sustainability. Her research explores brand activism, retailer ethics, service co-creation, and green consumerism.
Recent work examines
- Authentic brand activism and consumer emotional attachment
- Impact of interfirm trust and contracts on knowledge sharing
- Psychological drivers of shoplifting behavior
Dr. Cheung collaborates with scholars like Christof Backhaus and Nathalia Tjandra, with publications in Journal of Business Ethics, Journal of Retailing and Consumer Services, and Asia Pacific Journal of Marketing and Logistics. She can be contacted at M.Cheung@napier.ac.uk.
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