Hean Tat Keh
专业： 市场营销
系别： 市场营销系
职称： 教授
办公电话：+61 7 3346 8033
学习经历
Ph.D., University of Washington, Seattle
MBA, Hong Kong University of Science & Technology
BBA (Honors), University of East Asia, Macau
工作经历
UQ Business School, The University of Queensland, Brisbane, QLD 4072, Australia.
Professor of Marketing, 04/2011 – Present
Guanghua School of Management, Peking University, Beijing, P.R. China.
Professor of Marketing (on leave)
主要研究服务营销、品牌管理、营销战略、跨文化研究等方面
科研项目有：
¨ 专家影评和口碑传播对电影消费的影响机制--一项跨文化研究（2009-2011，国家自然科学基金项目70872005，项目负责人）
¨ 中国品牌的消费者-品牌关系：维度、类型与强化机制（2006-2008，国家自然科学基金项目70572022，主要参与者）
¨ "Marketplace Metacognition in China: Managerial Beliefs in First-Mover Advantage and Consumer Perceptions of Price Fairness." (2006-2008，Guanghua-Wharton Joint Research Initiative，项目负责人)
科研成果
著作
1. C. Lovelock, J. Wirtz, 郭贤达，陆雄文 (2007)，《服务营销（亚洲版·第2 版）》，中国人民大学出版社。(ISBN 978-7-300-08303-2)
2. 郭贤达，蒋炯文 (2006)，《战略市场营销—经理人精要指南》，北京大学出版社。(ISBN 730111124)
3. Keh, Hean Tat and J. Chiang (2004), Strategic Asian Marketing: An Essential Guide for Managers, Singapore: Prentice-Hall. (ISBN 981244565)
4. C. Lovelock, J. Wirtz, Hean Tat Keh, and X. Lu (2005), Services Marketing in Asia: Managing People, Technology and Strategy, 2nd ed., Singapore: Prentice-Hall. (ISBN 0131275372)
Refereed Journal Articles国外 学术论文(2004 - present)
1. Wang, Wenbo, Hean Tat Keh, and Lisa E. Bolton (2010), “Lay Theories of Medicine and a Healthy Lifestyle,” Journal of Consumer Research, 37 (1), 80-97.
2. Bolton, Lisa E., Hean Tat Keh, and Joseph W. Alba (2010), “How Do Price Fairness Perceptions Differ Across Culture?,” Journal of Marketing Research, 47 (3), 564-576.
3. Keh, Hean Tat and Jun Pang (2010), “Customer Reactions to Service Separation,” Journal of Marketing, 74 (2), 55-70.
4. Zhang, Jianjun and Hean Tat Keh (2010), “Interorganizational Exchanges in China: Organizational Forms and Governance Mechanisms,” Management and Organization Review, 6 (1), 123-147.
5. Keh, Hean Tat and Yi Xie (2009), “Corporate Reputation and Customer Behavioral Intentions: The Roles of Trust, Identification and Commitment,” Industrial Marketing Management, 38 (7), 732-742.
6. Chiu, Chi-yue, LeeAnn Mallorie, Hean Tat Keh, and Wilbert Law (2009), “Perceptions of Culture in Multicultural Space: Joint Presentation of Images from Two Cultures Increases In-Group Attribution of Culture-Typical Characteristics,” Journal of Cross-Cultural Psychology, 40 (2), 282-300.
7. Keh, Hean Tat and Jin Sun (2008), “The Complexities of Perceived Risk in Cross-Cultural Services Marketing,” Journal of International Marketing, 16 (1), 120-146.
8. Eng, Li Li and Hean Tat Keh (2007), “The Effects of Advertising and Brand Value on Future Operating and Market Performance,” Journal of Advertising, 36 (4), 91-100.
9. Keh, Hean Tat, Thi Tuyet Mai Nguyen, and Hwei Ping Ng (2007), “The Effects of Entrepreneurial Orientation and Marketing Information on the Performance of SMEs,” Journal of Business Venturing, 22 (4), 592-611.
10. Chu, Singfat and Hean Tat Keh (2006), “Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings,” Marketing Letters, 17 (Dec), 323-331.
11. Keh, Hean Tat and Yih Hwai Lee (2006), “Do Reward Programs Build Loyalty for Services? The Moderating Effect of Satisfaction on Type and Timing of Rewards,” Journal of Retailing, 82 (2), 127-136.
12. Keh, Hean Tat, Singfat Chu, and Jiye Xu (2006), “Efficiency, Effectiveness and Productivity of Marketing in Services,” European Journal of Operational Research, 170 (1), 265-276.
13. Ho, Yew Kee, Hean Tat Keh, and Jin Mei Ong (2005), “The Effects of R&D and Advertising on Firm Value: An Examination of Manufacturing and Non-Manufacturing Firms,” IEEE Transactions on Engineering Management, 52 (1), 3-14. [Lead Article]
国内学术期刊文章 (Refereed Journal Articles in Chinese)
1. 宋竞，郭贤达，邹绍明 (2010),“顾客抱怨行为的前置因素及调节因素分析,”《南开管理评论》，13(2), 68-78。
2. 郭贤达，孙瑾，吴坚，陈荣 (2009), “顾客导向和创新导向对企业绩效的影响机制研究,” 《南开管理评论》，12(3), 67-73。
3. 张红霞，李佳喜，郭贤达 (2008), “中国城区青少年对广告价值的评价：前因和后果”，《心理学报》, 40(2), 193-200。
4. 庞隽，郭贤达，彭泗清 (2007), “广告策略对消费者－品牌关系的影响：一项基于消费者品牌喜爱度的研究,”《营销科学学报》，3 (3), 59-73。Translated and revised as Pang, Jun, Hean Tat Keh, and Siqing Peng (2009), “Effects of Advertising Strategy on Consumer-Brand Relationships: A Brand Love Perspective,” Frontiers of Business Research in China, 3 (4), 599-620.
5. 谢毅，郭贤达 (2007), “公司声誉、对员工的信任和顾客认同对购买意向的影响研究,”《营销科学学报》，3 (1), 1-12。
6. 孙瑾，郭贤达 (2007), “消费者感知风险的前置因素及其后果—基于中国保险业的实证研究,”《营销科学学报》，3 (1), 39-53。
7. 郭贤达，陈荣，谢毅 (2006), “如何在服务失败后仍然得到顾客的拥护—感知公平、顾客满意、情感承诺对行为意向的影响,”《营销科学学报》，2 (3), 74-85。
其他文章 (Other Articles)
8. 颜至臻，郭贤达 (2006)，“零售大鳄的前世今生”，《北大商业评论》，18 (1), 52-57。
Editorial Board:
Australasian Marketing Journal
Frontiers of Business Research in China
Journal of Chinese Entrepreneurship
