Associate Professor Giang Trinh

Senior Marketing Scientist

Giang’s key areas of research are modelling consumer purchasing behaviour, brand competition, market structure, price promotion and new product launch. He has been the principal analyst for many research projects for leading corporations all over the world.

Giang’s research has appeared in Marketing Letters, Australasian Journal of Marketing, Journal of Consumer Behaviour, Journal of Product and Brand Management, Advances in Consumer Research, Journal of Retailing and Consumer Services, and International Journal of Market Research.

Academic Publications

Trinh, G., Romaniuk, J. and Tanusondjaja, A. (Forthcoming) ‘Benchmarking buyer behaviour towards new brands’, Marketing Letters.

Wilkinson, J., Trinh, G., Lee, R. and Brown, N. (Forthcoming) ‘Can the Negative Binomial Distribution predict B2B purchases?’, Journal of Business & Industrial Marketing.

Bogomolova, S., Dunn, S., Trinh, G., Taylor, T. and Volpe, R. (2015). ‘Price Promotion Landscape in the US and UK: Depicting retail practice to inform future research agenda’. Journal of Retailing and Consumer Services Volume 25, Pages 1–11

Trinh, G. and Anesbury, Z. (2015). “An investigation in brand growth and decline across categories”, International Journal of Market Research, Vol. 57 No. 3, p.347–356

Trinh, G. (2014), ‘A stochastic model of consideration set sizes’ (2015), Journal of Consumer Behaviour. Volume 14, Issue 3, pages 158–164

Trinh, G., Rungie, C., Wright, M., Driesener, C. and Dawes, J. (2014).’Predicting future purchases with the Poisson lognormal model’, Marketing Letters. Vol. 25, Issue 2, pp. 219-234.

Trinh, G., Wright, M. and Stern, P. (2014). “The Relationship Between Household Life Cycle and Brand Loyalty”, in NA – Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 387-391.

Trinh, G. (2014). ‘Predicting variation in repertoire size with the NBD model’, Australasian Marketing Journal. Volume 22, Issue 2, May 2014, Pages 111–116

Trinh, G., Dawes, J. and Lockshin, L. (2009). ‘Do product variants appeal to different segments of buyers within a category’, Journal of Product and Brand Management. Vol. 18, Issue. 2, pp. 95-105.

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