Dr Cathy Nguyen

Senior Marketing Scientist

Cathy Nguyen is a Postdoctoral Research Fellow and one of the Institute’s Senior Marketing Scientists. Cathy’s primary area of expertise is the effectiveness of dual-branded advertising.  Her research interests also include cause-related/charity marketing and word of mouth behaviour and measurement.  Cathy has industry experience working as part of research and insights teams for television broadcasting networks in Australia and the UK.

Since joining the Institute in 2008, Cathy has managed several contract research projects, including commercial and community-based projects.  She has worked on a diverse range of projects including satisfaction research, brand health, advertising tracking and product concept testing.

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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