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Hang Nguyen

Associate Professor
Department: Marketing
North Business Building
632 Bogue St Rm N306
East Lansing, MI 48824
Phone: (517) 432-6465
  • Biography
    Dr. Hang Nguyen received her Ph.D. degree in Business Administration with a Marketing concentration from the University of Connecticut in 2013 and was a UConn Hall of Fame Award recipient. She is interested in doing research in the areas of Brand and Product Innovation, Social Media Engagement, and Returns on Marketing Investments. Her research won the Emerald Literati Award in 2019 and Several Best Paper Awards at leading American Marketing 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 AnalysisDr. Nguyen is also an outstanding teacher who won multiple Teaching Awards at both undergraduate and graduate levels. She is currently teaching Brand Insights (MKT811) and Brand Strategy (MKT821) for MBA students, and Product Innovation (MKT410) and Product Design (MKT420) for undergraduate students.

    Prior to her academic career, Dr. Nguyen had more than ten successful years of professional experience in business consulting, investment, and marketing research. She was involved in important aspects of business such as developing new products, managing brand portfolios, opening new ventures, and promoting foreign direct investment (FDI) to developing countries. She played a significant role in the success of two multi-million dollar projects to promote U.S. and German investment in Vietnam and advised 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 the Kantar Group and Nielsen Corporation.
  • Publications
    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.
    Calantone, 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:
    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.
    Nguyen, Hang and Kunter Gunasti (2018), "Original Brands in Competition Against High Quality Copycats," European Journal of Marketing, Vol. 52 (7/8).
    Nguyen, Hang and Malika Chaudhuri (2019), “Making New Products Go Viral and Succeed,International Journal of Research in Marketing, Vol. 36 (1)
    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.
    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.
    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
    • 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
  • Media Mentions