Dr Cathy Nguyen

Senior Research Associate

Cathy Nguyen is a Postdoctoral Research Fellow and one of the Institute’s Senior Research Associates. 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

Tanaka, A., Nguyen, C., & Romaniuk, J., (2015), The Strengths and Weaknesses of Celebrities as Branding and Creative Design Elements in Advertising, Journal of Design, Business & Society, 1(1) pp. 57-75

Nguyen, C., & Romaniuk, J., (2014), Pass it on: A Framework for Classifying the Content of Word of Mouth, Australasian Marketing Journal, 22 117-124

Nguyen, C., Romaniuk, J. (2013) Factors Moderating the Impact of Word of Mouth for TV and Film Broadcasts, Australasian Marketing Journal, Vol. 21 Issue 1 pages 25-29

Romaniuk, J., East, R., Nguyen, C. (2010) The Accuracy of Self-Reported Probabilities of Giving Recommendations, International Journal of Market Research, Vol. 53 Issue 4 pages 507-521

Nguyen, C., Faulkner, M., Romaniuk, J. (2013) The Value of Donating Money Versus Goods: Examining the Charity Brand Equity of Individual Supporters, Proceedings European Marketing Academy Conference, Istanbul Turkey

Nguyen, C., Romaniuk, J., & Faulkner, M., (2014), Are two brands better than one? Investigating the impact of single versus dual-branded advertisements, Paper presented at ANZMAC, Brisbane, Australia *Awarded Best Paper in Track

Romaniuk, J., & Nguyen, C., (2012), Does Media Matter when Giving and Receiving Word of Mouth? Paper presented at ARF Audience Measurement 7.0, New York, United States

Beal, V., Romaniuk, J., Nguyen, C., & Uncles, M., (2012), Multi-Media Campaigns: Identifying Generalised Patterns in Building Reach or Frequency, Paper presented at Wharton Conference: Empirical Generalizations in Advertising ii, What works in the new age of advertising and marketing, Pennsylvania, United States

Nguyen, C., & Romaniuk, J., (2011), The Intended Effect of Word of Mouth about TV Programs, Paper presented at EMAC, Ljubljana, Slovenia

Romaniuk, J., Nguyen, C., & East, R., (2010), Using Self-Reported Probabilities of Giving Word of Mouth, Paper presented at EMAC, Copenhagen, Denmark

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