Dr. Hang Nguyen received her PhD degree in
Business Administration with 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 the 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 Analysis.Dr. Nguyen is also an outstanding teacher who won several
teaching awards at both undergraduate and graduate levels. She is currently teaching Brand Insights (MKT811), 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 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.
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
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 (forthcoming), “Antecedents and Financial Impacts of Building
Brand Love,” International Journal of Research in
Marketing.