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Hieu Nguyen

Email: hnguye47@csulb.edu

Dr. Hieu P. Nguyen is an assistant professor of marketing at CSULB. Prior to his current appointment, Dr. Nguyen was a visiting professor at the University of Texas at Arlington. His non-academic experience includes various positions in general trading, public relations, marketing communications, radio, and client services.

Teaching Interests: Principles of Marketing, Marketing Strategy Management, Consumer Behaviors.

Research Interests: Emotional attachment to brands, the influence of attachment orientations on consumer behaviors, gift-giving, and anti-consumption.

Education

  • Ph D, University of Texas, Arlington, 2006
    Major: Marketing
  • MBA, Texas Christian University at Fort Worth, 2001
    Major: Marketing
  • BA, Hanoi Foreign Studies University at Hanoi, 1996
    Major: English
  • Management in Japan, Sophia University, Tokyo, 1996
    Major: Comparative Industrial System Analysis

Past Experience

  • Assistant Professor, California State University, Long Beach (2007 - Present)
  • Visiting Professor, University of Texas at Arlington (2006 - 2007)
  • Account Manager-Client Services, e-Telequest, Inc, Texas (2001 - 2002)
  • Marketing Intern, Texas New Mexico Power, Texas (2000 - 2000)
  • DJ - MTV Most Wanted, 100 FM MHz- The Voice of Vietnam Radio, Vietnam (1998 - 1999)
  • Marketing Communications Officer, Ericsson-Hanoi Office, Vietnam (1998 - 1999)
  • Co-Founder and Chief Media Officer, Vietnam Media Watch, Vietnam (1997 - 1998)
  • Sales Representative, Tomen Corporation-Hanoi Office, Vietnam (1996 - 1997)

Research and Scholarly Activities

Conference Proceeding
  • "Falling in Love with Brands: An Inductive Qualitative Exploration of Pathways to Emotional Attachment" (2009), Advances in Consumer Research.
  • "Information Value and Influence of Price on Perception: Insights from Cue Utilization Theory" (2009), AMA Summer Educators' Conference Proceedings.
  • "The Effects of Syntactic Structure on Consumers' Memory for Print Advertisements" (2008), AMA Winter Educators' Conference Proceedings.
  • "The Effects of Regulatory Focus on Gift Giving Behaviors" (2007), AMA Winter Educators' Conference Proceedings.
  • "Gift Giving Behaviors: Views from an Attachment Perspective " (2006), Advances in Consumer Research.
  • "The Ratings Game: A Framework of Investigating Factors Influencing Consumers" (2006), American Marketing Association Winter Educator's Conference .
  • "Emotional Attachment to Brands: The Construction of a Scale" (2005), Academy of Marketing Science Conference Proceedings.
  • "Mood Scales: Where is the Arousal Dimension?" (2005), Society for Marketing Advances Conference.
  • "Negative Mood and Risk Taking Tendency: The Effects of Attachment Style" (2005), Advances in Consumer Research.
  • "The Effects of Message Structure Variations on Consumer's Recall and Attitudes" (2005), Society of Marketing Advances Conference.
Journal Article, Academic Journal
  • "Uniform Assessment of the Benefits of Service Learning: The Development, Evaluation and Implementation of the SELEB Scale" (2006), Journal of Marketing Theory and Practice.