Hang Nguyen

Dr. Hang Nguyen is an Associate Professor of Marketing and Co-Director of the Marketing Ph.D. program at the Eli Broad College of Business. She earned her Ph.D. degree from the University of Connecticut, where she was honored with the esteemed UConn Hall of Fame Award. Dr. Nguyen's research interests encompass Brand and Product Innovation, Digital Marketing, and Returns on Marketing Investments. Her research contributions have garnered numerous accolades, including the distinguished Emerald Literati Award in 2019 and multiple Best Paper Awards at top-tier American Marketing Conferences. Her scholarly work has been published in premier journals such as the Journal of Marketing Research, Management Science, International Journal of Research in Marketing, and Journal of Financial and Quantitative Analysis. Furthermore, Dr. Nguyen has been recognized as an outstanding teacher with multiple Teaching Awards at both the undergraduate and graduate levels. Dr. Nguyen's passion for imparting knowledge and mentoring the next generation of business leaders is evident in her innovative teaching approach and the positive impact she has on her students.

In addition to her academic achievements, Dr. Nguyen brings extensive professional experience to her role. She has spent over a decade excelling in business consulting, investment, and marketing research. Her expertise spans various critical domains, including new product development, brand portfolio management, venture launches, and promoting foreign direct investment in developing countries. Dr. Nguyen played a pivotal role in spearheading two multimillion-dollar projects that successfully attracted U.S. and German investment in Vietnam. Moreover, she has provided invaluable guidance to foreign investors seeking opportunities in Asian markets. Her industry insights were further honed during her tenure at Affinnova Inc., a leading global marketing technology company. Dr. Nguyen's ongoing collaborations with renowned market research firms such as the Kantar Group and Nielsen Corporation testify to her commitment to staying at the forefront of industry advancements.
 

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/S0167811617300812Calantone, Roger and Hang Nguyen (2017), “Open Innovation in the Brand Management Context” Handbook of Research in New Product Development, Ed. Peter N. Golder.
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 Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2020), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science, Vol. 66(2), 887-910.
https://pubsonline.informs.org/doi/10.1287/mnsc.2018.3226
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-08-2017-0536Nguyen, 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/S0167811618300521Phan, 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=2956003Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2019), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science.Nguyen, Hang and Hui Feng (2021), “Antecedents and Financial Impacts of Building Brand Love,” International Journal of Research in Marketing, Vol. 38(3), 572-592.