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 Digital Marketing Qualifications.
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.
- Consumer Insight (H5)
- Market Analysis (H5)
- Marketing Metrics (H7)
- Digital Customer Experience (CIM Diploma)
Ongoing 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
Currently supervises three PhD projects:
- Customer experience and the role of retail apps
- Consumers' risk perceptions in leisure and hedonic consumption
- Consumer-Brand engagement and the role of social media influencers
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
Kunamaneni S; Jassi S; Hoang D (2019) Promoting reuse behaviour: Challenges and strategies for repeat purchase, low-involvement products. Sustainable Production and Consumption, 20 (October), pp. 253-272.
Hoang D (2019) Labour standards in the global supply chain: workers’ agency and reciprocal exchange perspective. Societies
Hoang D; Barnes C; Munroe O (2019) Management of traditional retail markets in the United Kingdom: comparative case studies. International Journal of Retail and Distribution Management, 47 (5), pp. 530-551.
Hoang D; Jones B (2012) Why do corporate codes of conduct fail? Women workers and clothing supply chains in Vietnam. Global Social Policy, 12 (1),
Hoang D (2018) The high street retailers need to adapt to survive.
Kunamaneni S; Jassi S; Hoang D (2018) Exploring Adoption Of Low-involvement Fast Moving Consumer Products. In: First International Conference on Sustainable Production and Consumption, 4 October 2018 - 5 October 2018, Manchester.
Hoang D; Barnes (2015) Public Entrepreneurship and the Management of Retail Markets. In: Oxford Retail Management Conference, 8 December 2015 - 9 December 2015, Oxford University.
Hoang D (2013) Promoting international labour standards: an analysis of institutional change. In: German Industrial Relations Association’s Spring School, 18 March 2013 - 21 March 2013, Berlin, Germany.
Hoang D (2011) Team-based Production and Individual Piece-rate Pay: An Unexpected Combination and Impacts on Workers’ Well-being. In: International Association for Business and Society Conference: Modern Slavery? Well-being in the 21st Century Workplace, 23 June 2011 - 26 June 2011, Bath, UK.
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, 6 September 2016 - 8 September 2016, Newcastle, UK.
Barnes CJ; Hoang D (2015) Public entrepreneurship and the management of traditional retail markets. In: Oxford Retail Futures Conference, 8 December 2015 - 9 December 2015, Oxford.
Hoang D (2010) Does compliance with codes of conduct make workers better off?: : A study at three garment factories in Vietnam. In: Siltaoja M; Lämsä A-M; Kujala J eds. “From Theory to Practice– How Does Business EthicsMatter?”, 14 June 2010 - 16 June 2010, Tampere, Finland. Finland: University of Jyväskylä Press.
Hoang D; Breugelmans E (2020) Sorry, Your Order Has a Substitution : The Effects of Substitution Policy in Online Grocery Retailing. Martinez-Lopez F; Gázquez-Abad JC; Breugelmans E ed. . pp. 145-155.