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's work can be found in Marketing Letters, European Journal of Marketing, Journal of Business Research, Journal of Advertising Research, Journal of Retailing and Consumer Services, International Business Review, International Journal of Market Research, Journal of Marketing Management, Journal of Business and Industrial Marketing, 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, Pepsi, DE Master Blenders, Lion, Red Bull, Coles, Groupe SEB.
Giang has been awarded International Journal of Market Research Best Paper, 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)
Best paper finalist, International Journal of Market Research 2024
Best paper award, International Journal of Market Research 2023
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. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2024 |
Open access
6
4
21
|
| 2022 |
Open access
12
8
11
|
| 2021 |
Open access
18
13
|
| 2016 |
Open access
23
21
|
| 2014 |
Open access
23
19
|
| Year | Output |
|---|---|
| 2025 |
Open access
|
| 2025 |
Open access
|
| 2025 |
Open access
|
| 2025 |
|
| 2024 |
|
| 2024 |
Open access
4
3
|
| 2024 |
Open access
|
| 2024 |
Open access
6
4
21
|
| 2024 |
Open access
6
7
35
|
| 2023 |
Open access
8
7
|
| 2023 |
Open access
1
2
|
| 2023 |
2
2
|
| 2023 |
Open access
8
3
72
|
| 2022 |
Open access
|
| 2022 |
Open access
4
5
|
| 2022 |
Open access
11
9
|
| 2022 |
Open access
12
8
11
|
| 2022 |
5
4
1
|
| 2022 |
2
2
1
|
| 2021 |
Open access
18
13
|
| 2020 |
14
12
2
|
| 2020 |
Open access
32
22
1
|
| 2020 |
29
23
6
|
| 2020 |
12
11
|
| 2020 |
13
10
|
| 2019 |
Open access
29
26
|
| 2019 |
24
22
1
|
| 2018 |
13
9
1
|
| 2017 |
|
| 2017 |
10
9
3
|
| 2017 |
Open access
85
69
|
| 2017 |
21
10
2
|
| 2016 |
Open access
13
11
|
| 2016 |
28
23
1
|
| 2016 |
Open access
23
21
|
| 2016 |
Open access
10
7
|
| 2015 |
Open access
48
42
|
| 2015 |
Open access
4
4
|
| 2015 |
18
17
|
| 2014 |
Open access
23
19
|
| 2014 |
Open access
|
| 2014 |
Open access
17
10
|
| 2009 |
14
12
|
| Year | Output |
|---|---|
| 2015 |
1
1
|
| 2012 |
Open access
|
| 2012 |
Open access
|
| 2012 |
Open access
|
| 2011 |
Open access
|
| 2009 |
Open access
|
| Year | Output |
|---|---|
| 2021 |
|
| 2018 |
|
Research
Best paper finalist, International Journal of Market Research 2024
Best paper award, International Journal of Market Research 2023
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
Editorial Broad
Journal of Marketing Analytics
International Journal of Market Research
Journal of Advertising Research
Guest Editor
Journal of Consumer Behavior
Sustainability
Associate Editor
Frontiers in Communication
Reviewer
European Journal of Marketing
Journal of Retailing and Consumer Services
International Journal of Hospitality Management
Journal of Advertising
International Business Review
Journal of Product and Brand Management
Journal of Modeling in Management
Australasian Marketing Journal
Journal of Consumer Marketing
Journal of Fashion Marketing Management
Sage Open
Food Policy
External engagement & recognition
| Organisation | Country |
|---|---|
| Economic Research Service FED/FM | AUSTRALIA |
| Flinders University | AUSTRALIA |
| Griffith University | AUSTRALIA |
| London South Bank University | UNITED KINGDOM |
| Massey University | NEW ZEALAND |
| Payame Noor University | IRAN |
| University of Cologne | GERMANY |
| University of Exeter | UNITED KINGDOM |
| University of Macau | MACAU (SAR OF CHINA) |
| University of Otago | NEW ZEALAND |
| University of South Australia | AUSTRALIA |
| University of Southern Queensland | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Silver Medal Award for the best paper published by International Journal of Market Research in 2022The Market Research Society (MRS) |
2022 |
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
Brand growth strategy session chair ANZMAC 2023
Marketing Analytics, Methods and Modelling track co-chair ANZMAC 2024
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 |
|---|---|
| 390 - Ehrenberg Bass Institute Research Degree - 2024 | Current |
| 390 - Ehrenberg Bass Institute Research Degree - 2024 | Current |
| Ehrenberg Bass Institute Research Degree - 2025 | Current |
| Examining heterogeneous effect of price promotion on consumer buying behaviour with causal machine learning | Current |
| How market-leading brands grow | Current |
| Where is the long-term brand growth potential? | Current |
| A replication and extension of unbearable lightness of buying | Completed |
| An examination into the long-term characteristics of market share non-stationarity | Completed |
| 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 |
| Where does the bucket leak the most? Are light buyers more vulnerable? | Completed |
