Long Nguyen

a headshot of an asian man in suit smiling
School: School of Communication & Design
Department: Professional Communication
Position: Senior Lecturer
Location: RMIT Saigon South
Email: long.nguyenvanthang@rmit.edu.vn
Phone: (+84) 28 36223695

Long Nguyen has 15 years service industry background at senior management roles in global organisations. He focuses 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,
  • Communication Strategy & Planning
  • Foundations of Public Relations
  • Professional Writing
  • Issue & Crisis Management
  • Digital Marketing Communication
  • Sustainable Marketing
  • Customer Engagement
  • Online Collective Empowerment
  • Health Communication
  • Social Media Community
  • eWOM
  • Work-Integrated Learning

Refereed Journal Publications:

  • Nguyen, L. V. T., Nguyen, P. D. N., Nguyen, T. Q., & Nguyen, K. T. (2021). Employee engagement in brand value co-creation: An empirical study of Vietnamese boutique hotels. Journal of Hospitality and Tourism Management, 48, 88-98. 
  • Duong, H. T., Nguyen, L. T. V., Julian McFarlane, S., Nguyen, H. T., & Nguyen, K. T. (2021). Preventing the COVID-19 Outbreak in Vietnam: Social Media Campaign Exposure and the Role of Interpersonal Communication. Health Communication, 1-8. 
  • Nayak, R., Nguyen, L., Nguyen, T., Gaimster, J., Morris, R., & George, M. (2021 (In press)). Sustainable developments and corporate social responsibility in Vietnamese fashion enterprises. Journal of Fashion Marketing and Management, 1-20.
  • Duong, H. T., Nguyen, H. T., McFarlane, S. J., & Nguyen, L. T. V. (2021). Risk perception and COVID-19 preventive behaviors: application of the integrative model of behavioral prediction. The Social Science Journal, 1-14. doi:10.1080/03623319.2021.1874176
  • Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63-74. doi:10.1108/IJEM-05-2020-0264
  • Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka. Journal of Marketing for Higher Education, 1-18. doi:10.1080/08841241.2020.1841068
  • Nguyen, L., Lu, V., Conduit, J., Tran, T., & Scholz, B. (2020)  Driving enrolment intention through social media engagement: a study of Vietnamese prospective students. Higher Education Research and Development. DOI: 10.1080/07294360.2020.1798886
  • Nguyen, L., Conduit, J., Lu, L., & Raohill, S. (2020). Collective Empowerment in Online Communities: Conceptualization, scale refinement, and validation. Journal of Marketing Theory and Practice. DOI: 10.1080/10696679.2020.1758568
  • Nayak, R., Nguyen, L. (2020). Sustainable Reuse of Fashion Waste as flame-retardant mattress filing with ecofriendly chemicals. Journal of Clearer Production (In-press).  DOI: 10.1016/j.jclepro.2019.119620
  • 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-01-2019-093
  • 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. 

Conference Papers/Abstracts 

  • Tran, H., Vo, T., Nguyen, L., Dang-Pham, D., Nguyen, K. (2021), “The Impacts of Influencers on CSR Communication”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 29 November – 01 December, Melbourne, Australia
  • Nguyen, L., Thanh, P. (2021), “Driving factors of Service Brand Habit in Digital era”, Frontier of Services, 20-21 June, Temper University, Philadelphia, PA 19122
  • 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 conceptualization 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
  • Kieu, T., Nguyen, L. (2017), “The impact of Social Influence and Brand Identity on Customer-Brand Relationships”, American Marketing Association (AMA) 2017 Summer Conference, 4-6 August 2017, San Francisco, California, United States. 
  • Nguyen, L., Conduit, J, Nguyen, D., and Nguyen, H. (2016) “The impact of Social Media Engagement on Customer Brand Perception: The Mediating Effect of electronic Word-of-Mouth”, the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 05 - 07 December 2016, Christchurch, New Zealand
  • Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2015) "Developing customer collective empowerment in online communities: A netnographic study", 2015 European Marketing Academy Conference, 26-29 June 2015, Leuven, Belgium.
  • Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2013) " The impact of Virtual Community Engagement of Customer Brand Engagement", the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 30 November - 4 December 2013, Auckland, New Zealand 
  • Nguyen, L., Rao Hill, S., Conduit, J and Lu, V. (2013) "Consumer Engagement in Virtual Communities: Implications for Service Pricing", 2013 Frontiers in Service Conference, 04 - 07 July 2013, Taipei, Taiwan
  • 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. Trang Vo – 2nd year - PhD in Marketing, RMIT Vietnam
  • In Progress: Mr. My Nguyen – 2nd year - PhD in Marketing, RMIT Vietnam
  • In Progress: Ms. Mai Nguyen –1st year - PhD in Marketing, RMIT Vietnam
  • Graduated (2021): Ms. Charitha Perera – PhD in Marketing, RMIT Vietnam
  • Graduated (2019): Ms. Hai Van– Master of Hospitality Management, Bangkok University – HUTECH University
  • Graduated (2020): Ms. Thoa Nguyen – Master of Hospitality Management, Bangkok University – HUTECH University
  • 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