Dr. Giang Trinh is Associate Professor at UniSA Business and Senior Marketing Scientist at the Ehrenberg-Bass Institute, the world's largest centre for research into marketing. As Associate Proferssor, Giang leads teaching both undergraduate and postgraduate courses in marketing analytics while as Senior Marketing Scientist, he conducts and leads academic and commercial research projects as well as supervises Masters and PhD research students. Giang has been a Visiting Scholar at Tuck School of Business, Dartmouth College, USA.
Giang holds a Bachelor of Economics (International), a Masters of Business (Research), and a PhD (Marketing). His current research focuses on quantitative method development and... Read more
About me
Dr. Giang Trinh is Associate Professor at UniSA Business and Senior Marketing Scientist at the Ehrenberg-Bass Institute, the world's largest centre for research into marketing. As Associate Proferssor, Giang leads teaching both undergraduate and postgraduate courses in marketing analytics while as Senior Marketing Scientist, he conducts and leads academic and commercial research projects as well as supervises Masters and PhD research students. Giang has been a Visiting Scholar at Tuck School of Business, Dartmouth College, USA.
Giang holds a Bachelor of Economics (International), a Masters of Business (Research), and a PhD (Marketing). His current research focuses on quantitative method development and applications in the areas of consumer purchasing behaviour, brand competition, market structure, price promotion, advertising and sales relationship, and new product launch. Giang is the lead author of a number of articles in high quality journals including Journal of Business Research, Journal of Retailing and Consumer Services, International Business Review, Marketing Letters, International Journal of Market Research, the Journal of Product and Brand Management, Journal of Consumer Behaviour and Australasian Journal of Marketing.
Giang has engaged local and international industry through commercial research projects and has been co-chief investigator for many projects funded by leading corporations all over the world including Cocacola, P&G, Unilever, Colgate, Mars, Highland Distillers, Wrigley, Kimberly Clark, DE Master Blenders, Lion, Red Bull.
Giang has been awarded UniSA Business Top Mid-Career Teacher Award and UniSA Business Top Mid-Career Researcher Award.
About me
Member, INFORMS Marketing Science
Member, Academy of Marketing Science
Member, Australia & New Zealand Marketing Academy
About me
Doctor of Philosophy (Marketing) University of South Australia
Master of Business Administration (International) Flinders University
Master of Business University of South Australia
Bachelor of Economics National Economics University
Associate Professor, UniSA Business, University of South Australia (2021-present)
Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2015-present)
Senior Lecturer in Marketing, School of Marketing, University of South Australia (2015-2020)
Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2014-2015)
Lecturer in Marketing, School of Marketing, University of South Australia (2014-2015)
Post-Doctoral Research Fellow, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2013-2014)
Research Associate Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2006-2012)
HDR Candidate and Tutor School of Marketing, University of South Australia (2006-2012)
UniSA Business Staff Excellence Awards: Top Mid-Career Researcher (2021); Research Commendation for Early Career Researcher (2016), Research Commendation for Early Career Researcher (2015).
Best paper prize in E-Marketing and Digital Marketing track, Academy of Marketing Conference 2019
UniSA ECR Travel and Networking Award (2017)
Research
Research outputs for the last seven years are shown below. To see earlier years visit ORCID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2017 |
Open access
59
55
|
| 2016 |
21
20
1
|
| 2016 |
Open access
19
17
|
| 2015 |
Open access
39
33
|
| 2014 |
Open access
20
18
|
| Year | Output |
|---|---|
| 2022 |
|
| 2022 |
2
3
|
| 2022 |
2
2
|
| 2022 |
Open access
1
1
10
|
| 2022 |
|
| 2022 |
1
1
|
| 2022 |
Open access
|
| 2021 |
Open access
9
7
|
| 2020 |
6
5
3
|
| 2020 |
Open access
17
10
1
|
| 2020 |
17
11
6
|
| 2020 |
5
5
|
| 2020 |
7
6
|
| 2019 |
Open access
22
19
|
| 2019 |
17
15
1
|
| 2018 |
6
4
1
|
| 2017 |
|
| 2017 |
9
9
|
| 2017 |
Open access
59
55
|
| 2017 |
15
10
3
|
| 2016 |
Open access
9
8
|
| 2016 |
21
20
1
|
| 2016 |
Open access
19
17
|
| 2016 |
Open access
8
6
|
| 2015 |
Open access
39
33
|
| 2015 |
Open access
3
3
|
| 2015 |
13
13
|
| 2014 |
Open access
20
18
|
| 2014 |
Open access
|
| 2014 |
Open access
13
10
|
| 2009 |
13
12
|
| Year | Output |
|---|---|
| 2015 |
1
|
| 2012 |
Open access
|
| 2012 |
Open access
|
| 2012 |
Open access
|
| 2011 |
Open access
|
| 2009 |
Open access
|
| Year | Output |
|---|---|
| 2021 |
|
| 2018 |
|
Research
UniSA Business Staff Excellence Awards: Top Mid-Career Researcher (2021); Research Commendation for Early Career Researcher (2016), Research Commendation for Early Career Researcher (2015).
Best paper prize in E-Marketing and Digital Marketing track, Academy of Marketing Conference 2019
UniSA ECR Travel and Networking Award (2017)
Visiting Scholar at Tuck School of Business, Dartmouth College 2017
Reviewer
European Journal of Marketing
Journal of Retailing and Consumer Services
International Journal of Hospitality Management
Journal of Advertising
Journal of Advertising Research
International Business Review
Journal of Modeling in Management
Australasian Marketing Journal
Journal of Consumer Marketing
Journal of Consumer Behavior
Journal of Fashion Marketing Management
Sage Open
Food Policy
Guest Editor
Journal of Consumer Behavior
Sustainability
Associate Editor
Frontiers in Communication
External engagement & recognition
| Organisation | Country |
|---|---|
| Economic Research Service FED/FM | AUSTRALIA |
| Flinders University | AUSTRALIA |
| London South Bank University | UNITED KINGDOM |
| Massey University | NEW ZEALAND |
| University of Macau | MACAU (SAR OF CHINA) |
| University of Otago | NEW ZEALAND |
| University of South Australia | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Best paper prize in E-Marketing and Digital Marketing trackAcademy of Marketing conference |
2019 |
MemberAustralian and New Zealand Marketing Academy |
2019 |
MemberAustralian and New Zealand Marketing Academy |
2018 |
MemberAcademy of Marketing Science (AMS) |
2017 |
MemberThe Institute for Operations Research and the Management Sciences (INFORMS) |
2017 |
Session ChairMarketing Science Conference |
2017 |
Visiting ScholarTuck School of Business, Dartmouth College |
2017 |
Session ChairAMS World Marketing Congress Conference |
2016 |
Session ChairInstitute for Operations Research and the Management Sciences Annual Meeting |
2015 |
External PhD Supervisor at Massey University, New Zealand
Outstanding Reviewer for Journal of Retailing and Consumer Services 2018
UniSA Business Staff Excellence Awards: Teaching Commendation (2022), Teaching Collaboration and Pear Support (2021), Teaching Commendation (2021), Teaching Commendation (2020), Top Mid-Career Teacher (2019), Teaching Commendation (2017).
Teacher in the Spotlight/Teaching Business @ UniSA - Sep/Oct 2018 Issue
Teaching & student supervision
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| An investigation into long-term characteristics of declining brands | Current |
| A replication and extension of unbearable lightness of buying | Current |
| Heterogeneous Causal Effect of Price Promotion on Consumer Purchase Behaviour | Current |
| Where does the bucket leak the most? Are light buyers more vulnerable? | Current |
| Benchmarking branding practices in the Australian wine industry | Completed |
| Do commercial brand equity metrics provide useful information? | Completed |
| How does childhood brand exposure influence buying behaviour and brand recognition in adulthood? | Completed |
| More than meets the eye. Audio branding tactics and advertising memory | Completed |
| Out of sight... What happens to brand share, penetration, and loyalty when advertising stops? | Completed |
| Sisters, not twins: an investigation of visual brand identity cohesion across a product portfolio | Completed |
| The impact of shelf space on brand choice: an experiment comparing store brands and national brands | Completed |
| What's the category got to do with it: investigation of retailer performance at the category level in the UK market | Completed |
