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Dr Dong Hoang


About Dr Dong Hoang

Dong is a Senior Lecturer in Marketing at Leeds Business School. Her main research interest is in the areas of consumer behaviour, e-retailing and online shopping. Dong teaches undergraduate and postgraduate courses as well as leading the CIM professional qualifications pathway.

Beside teaching commitments, Dong is actively involved in a number of consultancy research projects commissioned by businesses through The Retail Institute. She has supported many global brands and packaging companies on how to use consumer voice in their innovation processes. Dong has a passion for employing innovative and cross-disciplinary research methods to identify business opportunities and address complex challenges. Before joining Leeds Beckett University, she worked as a Teaching Fellow at the University of Bath.

Current Teaching

  • Consumer Insight (H5)
  • Agile Consumer Insight (H7)
  • Postgraduate Dissertation (H7)

Research Interests

On going research projects:

  • Healthy eating behaviour (BA/Leverhulme Small Research Grants)
  • Effects of marketing messages on food product evaluation
  • A study of Instagram food influencers: self-branding and community of practice
  • Influencer marketing: social media content strategies
PhD supervision:
  • Customer experience & the role of retail apps
Recently completed projects:
  • Online grocery retailing: product substitution policies
  • Green consumption and purchase behaviour toward non durable and low involvement goods
  • Retail markets in town and city centres in the UK

Selected Publications

Journal articles (4)

Conference contributions (4)

  • Kunamaneni S; Jassi S; Hoang D (2018) Exploring Adoption Of Low-involvement Fast Moving Consumer Products Manchester 04/10/2018.
    View Repository Record
  • Hoang D; Barnes (2015) Public Entrepreneurship and the Management of Retail Markets Oxford University 08/12/2015.
  • Hoang D (2013) Promoting international labour standards: an analysis of institutional change Berlin, Germany 18/03/2013.
  • Hoang D (2011) Team-based Production and Individual Piece-rate Pay: An Unexpected Combination and Impacts on Workers' Well-being Bath, UK 23/06/2011.

Conference proceedings (4)

  • Hoang D; Breugelmans E (2020) Sorry, Your Order Has a Substitution : The Effects of Substitution Policy in Online Grocery Retailing. In: NB&PL: International Conference on Advances in National Brand and Private Label Marketing Spain 17/06/2020 00:00:00. : , pp. 145-155.
    https://doi.org/10.1007/978-3-030-47764-6_18
    View Repository Record
  • Hoang D; Nath P; Barnes CJ (2016) The mediating role of perceived fairness in consumers' response to post-purchase 'out of stock' in an online grocery context. In: BAM2016 Conference Newcastle, UK 06/09/2016 00:00:00. : , pp. .
    View Repository Record
  • Barnes CJ; Hoang D (2015) Public entrepreneurship and the management of traditional retail markets. In: Oxford Retail Futures Conference Oxford 08/12/2015 00:00:00. : , pp. .
    View Repository Record
  • Hoang D (2010) Does compliance with codes of conduct make workers better off?: : A study at three garment factories in Vietnam. In: "From Theory to Practice- How Does Business EthicsMatter?" Tampere, Finland 14/06/2010 00:00:00. Finland: University of Jyväskylä Press, pp. 86-99.
    View Repository Record

Newspaper or magazine articles (1)

  • Hoang D (2018) The high street retailers need to adapt to survive

Reports (1)

  • Smith N; Nguyen MH; Hoang D; Nguyen TS; Baulch B; Nguyen TLT (2009) Coconut in the Mekong Delta: An Assessment of Competitivenessand Industry Potential. Prosperity Initiative.
    View Repository Record

Blog Articles

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