CALEB H. TSE
Office 329, International Hall, Sungkyunkwan University SKK GSB
Sungkyunkwan Street 25-2, Jongro-gu, Seoul, Korea 110-745
Tel: (+82) 10-7163-2279
ACADEMIC APPOINTMENTS
Assistant Professor of Marketing Aug 2013 –
SKK Graduate School of Business, Sungkyunkwan University, Seoul, Korea
EDUCATION
PhD in Marketing, University of Hong Kong(Completed Feb, 2013) 2009 –2013
Visiting Scholar,University of Cambridge, Judge Business School 2010 – 2011
M.A. Business Administration, University of Hong KongLondon Business School2008 –2009
B.A. in Psychology, University of Southern California 2002 – 2006
RESEARCH INTERESTS
International Marketing (firm innovation, R&D, and strategy in emerging markets)
Advertising (celebrity endorsement, industry development and trends in emerging markets)
TEACHING INTERESTS
International Marketing (especially Asia and China)
Marketing Strategy, Branding, Advertising
Marketing Innovation and Technology
PUBLICATIONS AND PAPERS UNDER REVIEW
Kineta Hung, Caleb H. Tse, Shirley Y. Y. Cheng(2012), “Advertising Research in the Post-WTO Decade in China: Meeting the Internationalization Challenge” Journal of Advertising, 41(3), 121-145.
Kimmy W.Chan, Kineta Hung Caleb H. Tse (2011), “Assessing Celebrity Endorsement Effects: A Consumer-Celebrity Relational Approach” Journal of Advertising Research, 51(4), 608-623.
Terri H. Chan, Caleb H. Tse & Kineta Hung (2011), “Understanding Affect-Transfer in Celebrity Endorsement: An Identification and Relational Bond Approach,” Journal of Advertising (In 2nd Round Review)
Caleb H. Tse, David K. Tse & Linhui Yu, “Understanding China’s State Capitalism through Its SOEs: The Effects of Globalization and State Ownership in the Pursuit of
Economic and Social Goals,” Journal of Business Research (In Review)
David K. Tse, Kineta Hung, Caleb H. Tse, Terri Chan, “Effects of World-mindedness and Cultural Openness on the Acceptance of Chinese-made Products: A Cross-country Assessment” Journal of International Business Studies(In Review)
Caleb H. Tse, Chi Kin (Bennett Yim), Eden Yin, “Foreign Firm’s R&D Strategy in an Emerging Marketing: The Moderating Effects of Local Knowledge Base, Local Government Support, and Organizational Mode,” Global Strategy Journal(In Review)
John Zhu, Caleb H. Tse, & Linhui Yu, “A Multi-mediation Model of LBE: Analysis of Export Induced Productivity Gains,” Journal of Management Studies (In Review)
John Zhu, David K. Tse, Caleb H. Tse, & Xu Li, “Empire Building in Chinese Enterprises with State Ownership: An Agency Analysis,” Journal of International Business Studies (In Review)
WORKING PAPERS AND OTHER CURRENT PROJECTS
“Do Microblogs Matter? A Comprehensive Study on the Effects of Brand Microblogs and Communication Styles on Brand Fans, Brand Appeals and Loyalty,”
This study examines the effects of how brands’ online media expenses and self-initiated microblogs are moderated by their communication styles and responsiveness in affecting brand fans, appeals and loyalty. It involves 300 consumer product brands in China from 4 data sources. A working paper is in progress and will be submitted to MIS Quarterlyin August, 2012. (With Terri Chan, Prof. Kineta Hung and Prof. David Tse).
“Investigating Horizontal Transfer of Passion from CEO/Founder to Overseas Units and its Effects on Innovation and Firm Performance”
Currently conducting firm survey on 1,000 Japanese SMEs and their overseas units.
Joint project with Prof. Shige Makino, Chinese University of Hong Kong, Prof. Xiao-Ping Chen, University of Washington, and Japan External Trade Research Organization.
CONFERENCE PAPERS AND PRESENTATIONS
Terri H. Chan, Caleb H. Tse, David K. Tse, Kineta Hung, “Do Media Engagement Strategies Matter in Forming Service Brand Preferences?” Presented at Frontiers in Service Conference, Taipei, July 4-7, 2013
Caleb H. Tse, Chi Kin (Bennett) Yim, & Eden Yin, “Beyond Globalization: The Effectiveness of Technology Strategies of Foreign Firms in China,” Presented at Marketing Science Conference, Houston (Texas), June 9-12, 2011
Terri H. Chan, Caleb H. Tse & Kineta Hung “Assessing Relational Bonds with Celebrity: an Inter-Generational Analysis,” Presented at Global Marketing Conference, Tokyo, Sept 9-12,2010.
Kineta Hung, Sejung Marina Choi Caleb H. Tse “Ideal and Social Image Congruence: A Need-Congruence-Behavior Model of Endorser Effects in China,” Presented at the American Academy of Advertising, Minneapolis, March 18-21,2010.
Caleb H. Tse, Kineta Hung Shirley Y. Y. Cheng “Advertising Research and Findings in China: An Eventful Decade” Presented at the Academy of International Business, (Asia), Hong Kong, December 3-5,2009.
Kimmy W.Chan, Kineta Hung Caleb H. Tse, “Understanding Celebrity Endorser Effects in China: A Consumer-Celebrity Relational Perspective,” Presented at Global Marketing Conference, Shanghai, March 22-24,2008.
SCHOLARSHIPS AND AWARDS
Member of Beta Gamma Sigma (The International Honor Society) April, 2013
47thAMA-Sheth Doctoral Consortium Fellow, University of Washington June 13-16, 2012
Research Postgraduate Scholarship, University of Hong Kong 2009 - 2013
TEACHING EXPERIENCE
SKK Graduate School of Business, MBA
China Marketing (Fall Term 2013 – MP6)
Strategic Marketing (Spring Term 2014 – MP3)
Marketing Management (Summer Term 2014 – MP3)
Teaching Assistant for:
Course: China Marketing (MBA), University of Hong Kong May, 2012
Faculty: Prof. David Tse
Guest Lecture:
Course: Introduction to Marketing,University of Hong Kong Sept, 2011
Faculty: Prof. Chi Kin (Bennett) Yim
Topic:“Online Chinese Consumer Behavior”
Student Evaluation – 4.3/5
Course: International Advertising: New Media in a Global Environment June, 2010
University of Texas, Austin (at Chinese University of Hong Kong)
Faculty: Prof. Wei Na Lee
Topic:“Internet Consumption Habits in China”
Student Evaluation – 4.6/5
BUSINESS EXPERIENCE
Johnson Wilshire, Inc., Santa Fe Springs, CA 2006 –2007
Title: Assistant Account Manager
- Account management with industrial, construction, safety & medical companies
- Customer relationship management –e.g. purchase orders, company literature
- Created stock/inventory system for new warehouse, trade show organization.
Chiat/Day TBWA, Los Angeles, CA Spring, 2006
Sony PlayStation Account – Internship
- Performed competitor research and analysis of companies, games, and ads
- Updated calendars, ongoing sales reports and monthly newsletters
- Compiled information for briefing books to be used by creative department
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