Hieu Nguyen

Hieu Nguyen

Associate Professor, Marketing (MKTG)
Email: hieu.nguyen@csulb.edu
Campus Phone: 562-985-7132
Office: CBA-338

Dr. Hieu P. Nguyen is an Associate Professor of Marketing at California State University Long Beach where he teaches MBA and undergraduate courses in marketing concepts, marketing management, and marketing strategy. He has also taught short courses at the National Economics University (Vietnam). His research focuses on individual attachment orientations, brand attachment, maladaptive consumption, anti-consumption, and has been published in Journal of Business Research, Journal of Consumer Behaviour, Journal of Macromarketing, and Journal of Marketing Theory and Practice. Additionally, his research has been cited by the popular press, blogs, and industry including Marketing News, Pacific Standard, Lovemark Campus by Saatchi & Saatchi, and eHarmony.com. Dr. Nguyen studied consumer behavior and social psychology (Doctorate), marketing (MBA) and attended the Teaching Effectiveness Workshop at Harvard Business School. Prior to a career in academia, Dr. Nguyen worked in sales, marketing communications, public relations and client services.

  • PhD, University of Texas at Arlington, 2006
    Major/Concentration: Marketing
  • Master, Texas Christian University, 2001
    Major/Concentration: Marketing
  • Bachelor, Hanoi Foreign Studies University, 1996
    Major/Concentration: English
    Academic
  • Department of Marketing, California State University, Long Beach (2014 - Present) Associate Professor
  • Department of Marketing, California State University, Long Beach (2007 - 2014) Assistant Professor
  • Department of Marketing, University of Texas at Arlington (2006 - 2007) Visiting Assistant Professor
  • Other
  • 100 FM MHz- The Voice of Vietnam Radio (1998 - 1999) DJ - MTV Most Wanted
  • Professional
  • E-Telequest, Inc. (2001 - 2002) Account Manager - Client Services
  • Texas New Mexico Power (2000 - 2000) Marketing Intern
  • Ericsson, Hanoi Office (1998 - 1999) Marketing Communications Specialist
  • Vietnam Media Watch (1997 - 1998) Co-Founder and Chief Media Officer
  • Tomen Corporation, Hanoi Office (1996 - 1997) Sales Representative
  • "Does Repeated Ad Exposure Impair or Facilitate Recall of Ads with Similar Affective Valence? An Exploratory Study", Journal of Marketing Theory and Practice , Dec-2014
  • "Reverse Stigma in the Freegan Community", Journal of Business Research , Sep-2014
  • "The Moderating Role of Gift Recipients' Attachment Orientations on Givers' Gift Giving Perceptions", Journal of Consumer Behavior, Sep-2014
  • "The Dark Side of Development in Vietnam: Lessons from the Killing of the Thi Vai River", Journal of Macromarketing , Jan-2012
  • "Antecedents of Emotional Attachment to Brands", Journal of Business Research , Jan-2011
  • "Romantic Gift Giving as Chore or Pleasure: The Effects of Attachment Orientations on Gift Giving Perceptions", Journal of Business Research , Jan-2011
  • "The Role of Self-esteem and Self-control on Maladaptive Consumption: Perspectives from Terror Management Theory", Marketing and Public Policy Conference , Jan-2014
  • "The Role of Attachment Orientation in Maladaptive Consumption", MPPC Marketing and Public Policy (Annual Conference) , Aug-2013
  • "The Dark Side of Development in Vietnam - Lessons from the Killing of the Thi Vai River", International Conference on Business an (Annual Meeting) , Jan-2011
© 2019 College of Business Administration (CBA), California State University Long Beach (CSULB).
Updated: March 29 2019 [hnguye47]