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Dr Dong Hoang

Senior Lecturer

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.

Current Teaching

Consumer Insight (H5)
Market Analysis (H5)
Marketing Metrics (H7)
Digital Customer Experience (CIM Diploma)

Research Interests

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

0113 81 24610
D.Hoang@leedsbeckett.ac.uk
Rose Bowl, Rb405, City Campus

Leeds Business School

Selected Outputs

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.

Barnes CJ; Hoang D (2015) Public entrepreneurship and the management of traditional retail markets.
Hoang D (2010) Does compliance with codes of conduct make workers better off?: : A study at three garment factories in Vietnam.

Kunamaneni S; Jassi S; Hoang D (In press) Promoting reuse behaviour: Challenges and strategies for repeat purchase, low-involvement products. Sustainable Production and Consumption, 20 pp. 253-272.

https://doi.org/10.1016/j.spc.2019.07.001
Hoang D; Breugelmans E (2022) “Sorry, the product you ordered is out of stock”: Effects of substitution policy in online grocery retailing. Journal of Retailing, pp. 1-20.

https://doi.org/10.1016/j.jretai.2022.06.006
Miguel C; Clare C; Ashworth CJ; Hoang D (2022) ‘With a little help from my friends’: exploring mutual engagement and authenticity within foodie influencers’ communities of practice. Journal of Marketing Management, pp. 1-26.

https://doi.org/10.1080/0267257x.2022.2041705
Hoang D (2019) Labour standards in the global supply chain: workers’ agency and reciprocal exchange perspective. Societies

https://doi.org/10.3390/soc9020038
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.

https://doi.org/10.1108/IJRDM-04-2018-0079
Kunamaneni S; Jassi S; Hoang D (2018) Exploring Adoption Of Low-involvement Fast Moving Consumer Products.
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), pp. 67-85.

https://doi.org/10.1177/1468018111431757

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

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

Available from: https://www.academia.edu/1569085/Global_value_chain_analysis_The_coconut_industry_in_the_Mekong_Delta_opportunities_for_sustainable_development_and_poverty_alleviation

Hoang D; Breugelmans E (2020) Sorry, Your Order Has a Substitution : The Effects of Substitution Policy in Online Grocery Retailing. In: Martinez-Lopez F; Gázquez-Abad JC; Breugelmans E ed. Advances in National Brand and Private Label Marketing. NB&PL 2020.. Springer, pp. 145-155.