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Hang Nguyen

Associate Professor
Department: Marketing
Office:
North Business Building
632 Bogue St Rm N306
East Lansing, MI 48824
Phone: (517) 432-6465
Curriculum Vitae
  • Biography
    Dr. Nguyen teaches Brand Insights and Brand Strategy for MBA students and New Product Design for undergraduate students at Eli Broad College of Business. She received her doctorate in marketing from the University of Connecticut and was a 2013 UConn Hall of Fame Award recipient. Her research focuses on Branding Strategies, Social Media Engagement, Returns on Marketing Investments, and Product Innovation. Dr. Nguyen's research won the Best Paper Award of the Brand Management Track twice at the 2012 and 2014 AMA Winter Marketing Educators' Conferences. Her work has been published in the premier Journal of Marketing Research, International Journal of Research in Marketing, Management Science, and Journal of Financial and Quantitative Analysis. She also received several Outstanding Scholar and Teaching Awards for her dedication to research and teaching. Prior to her academic career, Dr. Nguyen had ten years of professional experience in the business consulting, investment, and marketing research industries and held increasingly important positions. These positions exposed her to important aspects of business and marketing, for example, developing new products, managing brand portfolios, opening new ventures, and promoting foreign investments to developing countries. She was involved in the two multi-million dollar projects to promote U.S. and German investments in Vietnam and advised hundreds of foreign investors who wanted to invest in Asian countries. In the U.S., she worked at Affinnova Inc., a global marketing technology company. She regularly collaborates with global market research firms, such as Harris Interactive, Millward Brown, and AC Nielsen, in research.
  • Publications
    Article
    Nguyen, Hang, Yufei Zhang, and Roger Calantone (2018), “Brand Portfolio Coherence: Scale Development and Empirical Examination,International Journal of Research in Marketing, Vol. 35(1), pp. 60-80. http://www.sciencedirect.com/science/article/pii/S0167811617300812
    Book
    Calantone, Roger and Hang Nguyen (2017), “Open Innovation in the Brand Management Context” Handbook of Research in New Product Development, Ed. Peter N. Golder.
    Article
    Spiggle, Susan, Hang Nguyen, and Mary Caravella (2012), “More than Fit: Brand Extension Authenticity,” Journal of Marketing Research, Vol. 49 (December), pp. 967-983. URL: http://ssrn.com/abstract=2389670
    Article
    Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2019), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science.
    Article
    Nguyen, Hang and Kunter Gunasti (2018), "Original Brands in Competition Against High Quality Copycats," European Journal of Marketing, Vol. 52 (7/8). https://www.emeraldinsight.com/doi/abs/10.1108/EJM-08-2017-0536
    Article
    Nguyen, Hang and Malika Chaudhuri (2019), “Making New Products Go Viral and Succeed,International Journal of Research in Marketing, Vol. 36 (1)https://www.sciencedirect.com/science/article/abs/pii/S0167811618300521
    Article
    Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2019), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science.
    Article
    Phan, Hieu, Thuy Simpson, and Hang Nguyen (2017), “Tournament-Based Incentives, Corporate Cash Holdings, and the Value of Cash,Journal of Financial and Quantitative Analysis, Vol. 52(4), pp. 1519-1550. Reprinted on Columbia Law School’s Blog on Corporations and the Capital Markets.https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2956003
  • Courses
    • MKT 811: Brand Insights
    • MKT 821: Brand Strategy
    • MKT 410: Product Innovation and Management
    • MKT 420: Product Design and Development

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