Cathy Nguyen is a Research Fellow and a Senior Marketing Scientist at the Ehrenberg-Bass Institute.
Cathy’s research focus is on advertising effectiveness and branding. Her interests also include cause-related/charity marketing, co-branding, and word of mouth behaviour and measurement. Cathy's research has been published in peer-reviewed journals including Marketing Letters, International Journal of Market Research and Australiasian Journal of Marketing. She has presented the Institute’s work to industry and academic audiences throughout Australia, Asia, Europe and North America.
Cathy has worked in television broadcasting networks in Australia and the UK as part of the Research and Insights team. Her engagement... Read more
About me
Cathy Nguyen is a Research Fellow and a Senior Marketing Scientist at the Ehrenberg-Bass Institute.
Cathy’s research focus is on advertising effectiveness and branding. Her interests also include cause-related/charity marketing, co-branding, and word of mouth behaviour and measurement. Cathy's research has been published in peer-reviewed journals including Marketing Letters, International Journal of Market Research and Australiasian Journal of Marketing. She has presented the Institute’s work to industry and academic audiences throughout Australia, Asia, Europe and North America.
Cathy has worked in television broadcasting networks in Australia and the UK as part of the Research and Insights team. Her engagement with the Institute’s contract research clients cover commercial as well as community-based projects. She has worked on a diverse range of projects including Distinctive Asset measurement, brand health and advertising tracking and product concept testing.
About me
Australian Marketing Institute Emerging Marketer Chair (2020 - present)
Australian Marketing Institute State Committee member (2018 - present)
About me
Date | Title |
---|---|
01/09/2018 |
Does a second brand aid advertising impact?, https://www.warc.com/SubscriberContent/article/admap/does_a_second_brand_aid_advertising_impact/123128 |
31/01/2017 |
Celebrity charities just compete with all other charities – so why start one?, https://theconversation.com/celebrity-charities-just-compete-with-all-other-charities-so-why-start-one-70711 |
About me
Doctor of Philosophy (Marketing) University of South Australia
Master of Business Universtity of South Australia
Bachelor of Business (Honours) University of South Australia
Bachelor of Management (Marketing) University of South Australia
Research Fellow, University of South Australia Business School (2016 - present)
Senior Marketing Scientist, Ehrenberg-Bass Institute (2013 - present)
Research Associate, Ehrenberg-Bass Institute (2008 - 2012)
Research Analyst, CNBC London (May - Oct. 2012)
Marketing Research Intern, Network Ten Australia (Feb. - May 2011)
UniSA Business School Research Excellence Award: Top Early Career Researcher (2019)
Winner of the 2018 Emerald/EFMD Outstanding Doctoral Research Award
UniSA Business School Research Excellence Award: Excellence in Collaborative Supervision (2018) (w. Svetlana Bogmolova, Byron Sharp & Tim Olds for the supervision of Amy Wilson)
Australia & New Zealand Marketing Academy Converence: Best Doctoral Student (2014), Best Paper in the Marketing/Communications Track (2014)
Research
Excludes commercial-in-confidence projects.
Exxon Mobil - DA - Repeat Measurement of Distinctive Assets for Mobil 1 Motor Oil in North America, ExxonMobil Fuels & Lubricants Company, 01/10/2023 - 31/03/2024
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
Year | Output |
---|---|
2020 |
15
13
|
2018 |
Open access
30
23
3
|
2018 |
Open access
7
8
|
2017 |
18
16
9
|
2017 |
14
7
|
Year | Output |
---|---|
2024 |
1
|
2022 |
Open access
15
13
46
|
2020 |
Open access
2
2
52
|
2020 |
|
2020 |
15
13
|
2019 |
Open access
8
7
6
|
2018 |
Open access
30
23
3
|
2018 |
Open access
7
8
|
2017 |
18
16
9
|
2017 |
14
7
|
2017 |
7
7
5
|
2015 |
3
|
2014 |
19
10
|
2013 |
7
6
|
2011 |
13
14
|
Year | Output |
---|---|
2016 |
Open access
|
2011 |
Open access
|
2011 |
Open access
|
2010 |
Open access
|
2010 |
|
2009 |
Open access
|
2009 |
Open access
|
Research
UniSA Business School Research Excellence Award: Top Early Career Researcher (2019)
Winner of the 2018 Emerald/EFMD Outstanding Doctoral Research Award
UniSA Business School Research Excellence Award: Excellence in Collaborative Supervision (2018) (w. Svetlana Bogmolova, Byron Sharp & Tim Olds for the supervision of Amy Wilson)
Australia & New Zealand Marketing Academy Converence: Best Doctoral Student (2014), Best Paper in the Marketing/Communications Track (2014)
External engagement & recognition
Organisation | Country |
---|---|
Beijing Normal University | CHINA |
Kingston Business School | UNITED KINGDOM |
Massey University | NEW ZEALAND |
University of Otago | NEW ZEALAND |
University of South Australia | AUSTRALIA |
External engagement & recognition
Engagement/recognition | Year |
---|---|
Chairperson, Emerging Marketers CommitteeAustralian Marketing Institute |
2020 |
Chairperson, Emerging Marketers CommitteeAustralian Marketing Institute |
2019 |
State Advisory CommitteeAustralian Marketing Institute (AMI) |
2018 |
Co-Editor (Special Issue)Australasian Marketing Journal |
2017 |
Best Paper, Advertising Communications TrackAustralian and New Zealand Marketing Academy (ANZMAC) Conference |
2014 |
UniSA Business School Teaching and Learning Excellence Awards: Early Career Teacher (2020), Teaching and Learning Excellence Commendation (2017), Excellence in Community Engagement Commendation (2017), Top Performing Sessional Staff (2015)
Teaching & student supervision
Supervisions from 2010 shown
Thesis title | Student status |
---|---|
Ehrenberg Bass Institute Research Degree - 2023 | Current |
Missing the Message? Examining the Effectiveness of Advertising Message Execution. | Current |
Purchase likelihoods & brand usage. Revisiting a 60 year old relationship | Current |
Comparing advertising avoidance across television viewing devices | Completed |
Did you get the message? Exploring the effects of advertising brand perceptions on mental availability | Completed |
Documenting patterns in advertising post-testing measurement | Completed |
Let¿s get physical! Expanding marketing science to physical activity behaviour | Completed |
Missing the target? Investigating targeted advertising | Completed |
Role of advertising in brand extension evaluations: a construal level perspective | Completed |
Should birds of a feather co-advertise together? | Completed |
The great outdoors: an investigation into the value of out-of-home advertising | Completed |
The value of a brand: a wine retailers perspective | Completed |