Long Nguyen

SCD Long Nguyen

Have 15 years service industry background at senior management roles in global organisations. Focus on work integrated learning approach for both teaching and research in marketing communication fields.

  • Doctor of Philosophy, Marketing 
  • Master of Business Research, Marketing 
  • Master of Business Administration, Marketing
  • Bachelor of Art, Hospitality Management

 

 

Professional Communication Studio, Communication Research, Influence and Impact in Public Relations, Communication Strategic Planning, Foundations of Public Relations, Professional Writing, Corporate Strategy Management, Strategic Marketing, Marketing Management, Service Marketing, Introductory to Marketing, Customer Behaviours, Organizational Behaviour, International Management, Service Recovery

Sustainable Marketing, Internal Marketing, Customer Engagement, Online Collective Empowerment, Health Communication, Subjective Norms, Perceived Fairness, Social Media Community, eWOM, Work-Integrated Learning.

Refereed Journal Publications:

  • Nayak, R., Nguyen, L. (2020). Sustainable Reuse of Fashion Waste as flame-retardant mattress filing with eco friendly chemicals. Journal of Clearer Production (In-press).
  • Duong, H. T., Vu, H. T., Nguyen, L. T. V. (2020). Influenced by Anonymous Others: Effects of Online Comments on Risk Perception and Intention to Communicate. Health Communication. DOI: 10.1080/10410236.2020.1723050
  • Nguyen, L. T. V., Nayak, R., Watkins, J., & Nguyen, P. N. D. (2019). Drivers of social media disengagement: a study of young consumers in Vietnam. Young Consumers, DOI: 10.1108/YC-01-2019-0938
  • Duong, H. T., Nguyen, L., & Vu, H. T. (2019). With Whom Do Consumers Interact? Effects of Online Comments and Perceived Similarity on Source Credibility, Content Credibility, and Personal Risk Perception. Journal of Social Marketing. DOI: 10.1108/JSOCM-02-2019-0023
  • Nguyen, L. T. V., Lu, V. N., Hill, S. R., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter? Australasian Marketing Journal (AMJ). DOI: 10.1016/j.ausmj.2019.04.003
  • Duong, H. T., Nguyen, L. T. V., Vu, H. T., & Trinh, A. T. (2019). Association Between Online Social Influence and Corporal Punishment: An Experimental Study. Child and Adolescent Social Work Journal. DOI:10.1007/s10560-019-00632-9
  • Nayak, R., Nguyen, L., Gaimster, J., Panwar, T., & Morris, R. (2019). The Challenges for Sustainability Marketing Approach: An Empirical Study in Vietnamese Fashion SMEs. International Journal of Trade, Economics and Finance. DOI: 10.18178/ijtef.2019.10.4.645.
  • Nayak, R., Nguyen, L., Withanage, C. (2019). The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective. International Journal of Trade, Economics and Finance. DOI: 10.18178/ijtef.2019.10.4.642
  • Lu, V. N., Scholz, B., & Nguyen, L. T. V. (2018). Work integrated learning in international marketing: Student insights. Australasian Marketing Journal (AMJ). DOI: 10.1016/j.ausmj.2018.05.002
  • Nguyen, L., Conduit, J. Lu, V. and Rao Hill, S. (2015). Engagement in Online Communities: Implications for Consumer Price Perceptions. Journal of Strategic Marketing, 24:3-4, 241-260. DOI: 10.1080/0965254X.2015.1095224

 

Keynote Speaker

  • ‘Publication for Early Researchers in Service Marketing: Research directions and strategies’ at the 2nd International Conference on Economics, Business, and Tourism (ICEBT) 2020, 12 January 2020, Ho Chi Minh City, Vietnam
  • ‘Sustainable Marketing from the academic perspective’ at ‘Rethink Corporate Social Responsibility’ workshop 2019 (September 2019), organised by Brands Vietnam, Ho Chi Minh City, Vietnam.

 

Peer reviewed conference proceedings:

  • Nguyen, L., Nayak, R., Nguyen, T., Gaimster, J., Morris, R. (2019), “The Practice and Challenges of Sustainable Fashion: An Empirical Study of Luxury Boutique Fashion in Vietnam”, The Mystique of Luxury Brands Conference, 20-21 September, Tokyo, Japan (The Best Paper award)
  • Bui, L., Nguyen, L., Ho, H. (2019), “The Influence of Youtubers on Luxury Brand Crisis Scenario”, The Mystique of Luxury Brands Conference, 20-21 September, Tokyo, Japan
  • Nguyen, L., Tran T., Conduit, J., and Lu, V (2018), “The impact of social media engagement on perceived brand image of higher education institution: A study of Vietnamese prospective students”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia
  • Nguyen, L., Duong H., & Hong V. (2018), “How News Consumers’ Reactions to Risk Messages Affect Risk Perceptions, Behavioural Intention, and Policy Support: Implications for Social Marketing”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia
  • Bui, L., Nguyen, L., & Nguyen, V. (2018), “Controversial approaches for marketing communication: A case study of Vietjet Air”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 03 - 06 December 2018, Melbourne, Australia
  • Nguyen, L., Lu, V., Tran, T., and Nguyen, T (2018), “Employee Engagement in Boutique Hotel Brand Value Co-creation: An empirical study in Vietnam”, 8th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, June 25-29, Bangkok, Thailand 
  • Nguyen, L., Kieu, T., Nguyen, T., and Nguyen, T (2017), “A conceptualisation of Customer Brand Disengagement”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 04 - 06 December 2017, Melbourne, Australia
  • Lu, V., Scholz, B., & Nguyen, L., (2017), “Work Integrated Learning in International Marketing”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 04 - 08 December 2017, Melbourne, Australia
  • Nguyen, L., Tran, T., Nguyen, T., and Nguyen, T (2017), “Antecedents of Employee Brand Value Co-Creation Engagement: A Preliminary Empirical Study in Small Medium Enterprises”, the Australian and New Zealand Academy of Management (ANZAM) Conference, 04 - 06 December 2017, Melbourne, Australia
 
  • Internal Research Grant 2020 - RMIT University, Vietnam: $8000 (Mar-Dec 2020) The influence of Corporate Social responsibility activities on brand love and purchase intention: the empirical study of emerging brands in Vietnam
  • Internal Research Grant 2020 - RMIT University, Vietnam: $8000 (Mar-Dec 2020) Drivers of the employees’ information security compliance: novel insights from employee engagement and empowerment theories 
  • Internal Research Grant 2018 (Grant 11), RMIT University, Vietnam: $5,000 (May – Dec 2018): Project: The driver of Customer Disengagement from Brand Communication on Social Media 
  • Internal Research Grant 2018 (Grant 11), RMIT University, Vietnam: $5,000 (May – Dec 2018): Project: The driver of Customer Disengagement from Brand Communication on Social Media
  • Internal Research Grant 2018 (Grant 9), RMIT University, Vietnam: $5,000 (May – Dec 2018): Project: The Practice of Sustainability in Vietnamese Fashion & Textile Industry 
  • External Funded - LUMSA University, Italia: $1400 (May – Dec 2018) An experimental study of Incentives and Prizes in Guilt and Shame Cultures
  • Internal Research Grant 2017, RMIT University, Vietnam: $10,000 (Apr – Dec 2017): Project: The impact of Social Media Engagement on Prospective Students Brand Perception: The Mediating Effect of electronic Word-of-Mouth

 

 
  • In Progress: Ms. Charitha Perera – PhD Students in Marketing, RMIT Vietnam. Research topic: The impact of Social Media Communication on Brand Equity of Higher Education Institutions: An empirical study in Vietnam and Sri Lanka. 
  • Completed: Ms. Hai Van– Master Students, Master of Hospitality Management, Bangkok University – HUTECH University. Research topic: The challenges of Dark Tourism in Ho Chi Minh City, Vietnam.  
  • Graduated: Mr. Thanh Chi Thai – Master in Hospitality Management, HUTECH University, Vietnam. Research topic: The effectiveness of eWOM marketing on Homestay business in Mekong Delta area. 
  • 2016 - Dean's Commendation for Doctoral Thesis Excellence, The University of Adelaide
  • 2011 - Adelaide Graduate Research Full Scholarship, The University of Adelaide
  • 2003 - MBA Graduate School Full Scholarship, Ritsumeikan Asia Pacific University, Japan

 

  • 2007 – 2010: Director, Sales & Marketing, South Vietnam, The Ascott International Management, Vietnam (A member of Capitaland Singapore) 
  • 2004 – 2007: Senior Manager, Sales & Marketing, The Ascott International Management, Vietnam (A member of Capitaland Singapore) 
  • 2002 – 2003: Sales Manager, Rex Hotel, Vietnam

 

 
  • 2016 – current: Lecturer, Professional Communication, School of Communication & Design, RMIT University, Vietnam
  • 2011 – 2015: Casual Lecturer/Tutor - Business School, University of Adelaide, Australia       
  • 2008 – 2010: Train the Trainer, Ascott Center of Excellence, Singapore
  • 2008 – 2010: Lecturer, Online Education, TOPICA program, Open University, Vietnam
  • 2008 – 2010: Lecturer, Marketing and Management, Kent College, Vietnam