Dr Cathy Nguyen

Senior Marketing Scientist

Cathy is a Senior Research Fellow and one of the Institute’s Senior Marketing Scientists. Her primary area of expertise is co-branding and dual-brand advertising effectiveness. She is also an active researcher in the area of cause-related/charity marketing. Her research has been published in outlets such as Marketing Letters, Journal of Retailing and Consumer Services and the International Journal of Market Research. Cathy has industry experience working as part of the research and insights team for TV broadcasting networks in Australia and the UK.

Cathy works closely with the Institute’s domestic and international clients across a variety of industries, including consumer packaged goods, pharmaceuticals, retail, government and non-profit. She has an interest in helping her clients build strong Distinctive Brand Assets and regularly presents seminars in this area among other marketing-related topics.

Academic Publications

Nguyen, C., Romaniuk, J., Faulkner, M. and Cohen, J. (2018), ‘Does an expanded brand user base of co-branded advertising help ad-memorability?’, International Journal of Market Research, DOI: 10.1177/1470785318762682  

Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2017), ‘Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory’, Marketing Letters, vol. 29, no. 1, pp. 37-48.

Romaniuk, J. and Nguyen, C. (2017), ‘Is consumer psychology research ready for today’s attention economy?’, Journal of Marketing Management, vol. 33, no. 11-12, pp. 909-916.

Sharp, B., Wright, M., Kennedy, R. and Nguyen, C. (2017), ‘Viva La Revolution! For Evidence-Based Marketing We Strive’, Australasian Marketing Journal, vol. 25, no. 4, pp. 341-346.

Wilson, A., Sharp, B., Nguyen, C. and Bogomolova, S. (2017), ‘Expanding Marketing Empirical Generalisations to Health Behaviours: Physical Activity Is Not So Different from Buying Behaviour, after-All’, Australasian Marketing Journal, vol. 25, no. 4, pp. 317-325.

Tanaka, A., Nguyen, C. and Romaniuk, J. (2015), ‘The strengths and weaknesses of celebrities as branding and creative design elements in advertising’, Journal of Design, Business & Society, vol. 1, no. 1, pp. 57-75.

Nguyen, C. and Romaniuk, J. (2014), ‘Pass it on: A framework for classifying the content of word of mouth’, Australasian Marketing Journal, vol. 22, no. 2, pp. 117-124.

Nguyen, C. and Romaniuk, J., (2013), ‘Factors moderating the impact of word of mouth for TV and film broadcasts’, Australasian Marketing Journal, vol. 21, no. 1, pp. 25-29.

Romaniuk, J., East, R. and Nguyen, C., (2011), ‘The accuracy of self-reported probabilities of giving recommendations’, International Journal of Market Research, vol. 53, no. 4, pp. 507-521.

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