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Personal profile


Dr. Millissa Cheung is a senior lecturer in marketing at University of Northumbria. Prior to joining Northumbria, she worked for a few multinational retail clothing & apparel companies and in civil sector. She has been worked for a number of universities, including Hong Kong Shue Yan University, Hong Kong Polytechnic University, Macao Polytechnic Institute, and off-campus programs of University of Sunderland, University of Wales, University of Wales Trinity Saint David, Heriot Watt University, and Monash University. 

Research interests

Her research interests include Customer Co-creation, Service Quality, Green Marketing, Consumer Behavior & Psychology, Consumer Ethics, Brand Management, & Organizational Behavior. She has published in leading journal of marketing and interdisciplinary research, such as Journal of Business Ethics, Journal of Consumer Marketing, Computers in Human Behavior, and Service Business. She received Third Prize of Macao Research in Humanities and Social Sciences on her Retail Service Quality paper. Her paper on Management commitment paper has been cited as the most popular articles in Managing Service Quality between 2010 and 2011. She has been a consultant for and provided training to multinational banks and multinational clothing-retail companies.

Further Information

Millissa has taught a wide range of marketing courses including Marketing Research, Principles of Marketing, Managing Services, Retail Management, Consumer Behavior, International Marketing, Consumer Psychology, Leading & Managing People, Applying Professional Practice, and Approaches to Research and Academic Communication Assessment. 

Education/Academic qualification

Marketing, PhD

Marketing, MPhil

Marketing, BA (Hons)


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