Dr Dong Hoang, Senior Lecturer

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
Dr Dong Hoang, Senior Lecturer

Selected Outputs

  • 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.

    View Repository Record

  • 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.

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

    View Repository Record

  • 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.

    View Repository Record