Hieu Nguyen

Hieu Nguyen

Associate Professor, Marketing (MKTG)
Email: hieu.nguyen@csulb.edu
Campus Phone: 562.985.7132
Office: COB-350 (Hours)
Google Scholar Page

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
  • "Mobilizing a nation: Persuasive Appeals in Vietnamese War posters", Journal of Macromarketing , Feb-2023
  • "An Empirical Investigation of Regional Differences in Consumption Behaviors in an Emerging Economy", Journal of Consumer Behaviour, Oct-2022
  • "The Price of Hope – Insights into Rhino Horn Consumption in Health–related Contexts in Vietnam", Journal of Consumer Affairs , Dec-2020
  • "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 Behaviour, Sep-2014
  • "The Dark Side of Development in Vietnam: Lessons from the Killing of the Thi Vai River", Journal of Macromarketing , Jan-2012
  • "Romantic Gift Giving as Chore or Pleasure: The Effects of Attachment Orientations on Gift Giving Perceptions", Journal of Business Research , Jan-2011
  • "Antecedents of Emotional Attachment to Brands", Journal of Business Research , Jan-2011
  • "Uniform Assessment of the Benefits of Service Learning: The Development, Evaluation, and Implementation of the SELEB Scale", Journal of Marketing Theory and Practice , Dec-2006
  • "Mobilizing a nation: Persuasive appeals in Vietnamese war posters", Western Decision Science Institute (WDSI) Meeting , Apr-2023
  • "The price of hope-Insights into rhino horn consumption in health-related contexts in Vietnam", American Council on Consumer Interests , virtual , May-2021
  • "Shining a Light on Maladaptive Consumption – The Journey So Far and The Roads Less Traveled", Association of Consumer Research Conference - Discussant , Oct-2020
  • "Transformation of The Self And Others in The Age of Rapid Urbanization – Tales of Vietnamese Home Gardeners", Western Decision Science Institute (WDSI) Meeting , Cabos San Lucas, Mexico , Mar-2019
  • "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 (Annual Meeting) , Jan-2011
  • "AD HOC REVIEWER", European Journal of Marketing, Dec-2023
  • "AD HOC REVIEWER", Journal of Business Research , Dec-2023
  • "AD HOC REVIEWER", Society for Marketing Advances Conference, Dec-2023
© 2024 College of Business (COB), California State University Long Beach (CSULB).
Updated: December 08 2023 [hnguye47]