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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
  • Biography
    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 ResearchManagement ScienceInternational 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.
     
  • 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 (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
    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
    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
    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 Hui Feng (2021), “Antecedents and Financial Impacts of Building Brand Love,” International Journal of Research in Marketing, Vol. 38(3), 572-592.
  • Courses
    • MKT 811: Brand Insights
    • MKT 821: Brand Strategy
    • MKT 410: Product Innovation and Management
    • MKT 420: Product Design and Development
  • Awards
    • Best Paper Award
      Brand Management Track, 2014 AMA Winter Educators’ Conference
    • Best Paper Award
      Marketing Communications and Branding Track, 2012 AMA Winter Educators’ Conference
    • Doctoral Dissertation Competition Finalist
      Institute for the Study of Business Markets, Pennsylvania State University, 2013
    • Hall of Fame Award
      University of Connecticut, 2013
    • ING Global Research Fellowship
      2012
    • MBA Faculty Teaching Award
      Department of Marketing, Michigan State University, 2014-2015
    • Emerald Literati Award
      Winner of the 2019 Emerald Literati Award for the Highly Commended Article
    • Full-time MBA Teaching Awards
      Broad College of Business, Michigan State University, Spring 2020 and Spring 2021
    • Undergraduate Teaching Awards
      Broad College of Business, Michigan State University, Spring 2020 and Spring 2022
  • Media Mentions

Related News:

Audio
Broad Matters podcast hosted by the MSU Broad College of Business, available on Spotify, Apple Podcasts and Google Podcasts
Associate professor Hang Nguyen outlines how companies can make customers fall head over heels for their brands.