Hang Nguyen
Hang Nguyen
Broad College of Business, Michigan State University
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More than fit: Brand extension authenticity
S Spiggle, HT Nguyen, M Caravella
Journal of Marketing Research 49 (6), 967-983, 2012
Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value
RK H T Nguyen , R Calantone
Management Science 66 (2), 2020
Brand portfolio coherence: Scale development and empirical demonstration
HT Nguyen, Y Zhang, RJ Calantone
International Journal of Research in Marketing 35 (1), 60-80, 2018
Making new products go viral and succeed
HT Nguyen, M Chaudhuri
International journal of research in marketing 36 (1), 39-62, 2019
Tournament-based incentives, corporate cash holdings, and the value of cash
HV Phan, T Simpson, HT Nguyen
Journal of Financial and Quantitative Analysis 52 (4), 1519-1550, 2017
Antecedents and financial impacts of building brand love
HT Nguyen, H Feng
International Journal of Research in Marketing 38 (3), 572-592, 2021
Original brands in competition against high quality copycats
H Nguyen, K Gunasti
European Journal of Marketing 52 (7/8), 1574-1597, 2018
Authenticity is in the eye of the beholder: From changes in attitudes and preferences to placebo effects
H Nguyen, K Gunasti
ACR North American Advances, 2011
Open Innovation in the brand management context
RJ Calantone, HT Nguyen
Handbook of Research on New Product Development, 250-264, 2018
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