Liem Viet Ngo

Associate Professor

I am Associate Professor of Marketing at UNSW Business School, University of New South Wales, Sydney, Australia (UNSW Sydney). I obtained my PhD degree at University of Newcastle. I currently serve as Editor-in-Chief of Australasian Marketing Journal. I have also served on the Editorial Review Board of Industrial Marketing Management, Asia Pacific Journal of Marketing & Logistics, and Journal of Asian Business and Economic Studies.

At UNSW Sydney, I served as Research Coordinator (2018 to 2019), Postgraduate Research Coordinator (2014 to 2017), and Postgraduate Coursework Coordinator (2010 to 2014). I have taught postgraduate and undergraduate courses including brand management, digital marketing, and advertising. I am currently a Member of Advisory Board of Relationship Marketing for Impact, Griffith University.

Journal articles
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Cuong PH; Nguyen ODY; Ngo LV; Nguyen NP, 2020, 'Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty', European Journal of Marketing, vol. 54, pp. 2257 - 2286, http://dx.doi.org/10.1108/EJM-04-2018-0228
2020
Nguyen LT; An J; Ngo LV; Hau LN, 2020, 'Transforming social capital into performance via entrepreneurial orientation', Australasian Marketing Journal, vol. 28, pp. 209 - 217, http://dx.doi.org/10.1016/j.ausmj.2020.03.001
2020
Ngo LV; Nguyen TNQ; Tran NT; Paramita W, 2020, 'It takes two to tango: The role of customer empathy and resources to improve the efficacy of frontline employee empathy', Journal of Retailing and Consumer Services, vol. 56, http://dx.doi.org/10.1016/j.jretconser.2020.102141
2020
Septianto F; Northey G; Chiew TM; Ngo LV, 2020, 'Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth', International Journal of Research in Marketing, vol. 37, pp. 621 - 643, http://dx.doi.org/10.1016/j.ijresmar.2019.11.003
2020
Ngo LV; Nguyen NP; Lee J; Andonopoulos V, 2020, 'Mindfulness and job performance: Does creativity matter?', Australasian Marketing Journal, vol. 28, pp. 117 - 123, http://dx.doi.org/10.1016/j.ausmj.2019.12.003
2020
Lu L; Gregory G; Ngo L, 2020, 'Service offshoring fit from consumers’ perspective', Australasian Marketing Journal, vol. 28, pp. 100 - 109, http://dx.doi.org/10.1016/j.ausmj.2019.07.003
2020
Gregory G; Ngo L; Miller R, 2020, 'Branding for non-profits: explaining new donor decision-making in the charity sector', Journal of Product and Brand Management, vol. 29, pp. 583 - 600, http://dx.doi.org/10.1108/JPBM-09-2018-2011
2020
Ngo LV; Northey G; Tran Q; Septianto F, 2020, 'The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases', Journal of Retailing and Consumer Services, vol. 52, http://dx.doi.org/10.1016/j.jretconser.2018.09.003
2020
Ngo LV; Nguyen NP; Huynh KT; Gregory G; Cuong PH, 2019, 'Converting internal brand knowledge into employee performance', Journal of Product and Brand Management, vol. 29, pp. 273 - 287, http://dx.doi.org/10.1108/JPBM-10-2018-2068
2019
Nguyen TNQ; Ngo LV; Surachartkumtonkun J, 2019, 'When do-good meets empathy and mindfulness', Journal of Retailing and Consumer Services, vol. 50, pp. 22 - 29, http://dx.doi.org/10.1016/j.jretconser.2019.03.020
2019
An J; Ngo LV; Chylinski M; Tran Q, 2019, 'Customer advocates with a generous heart', Journal of Services Marketing, vol. 33, pp. 192 - 205, http://dx.doi.org/10.1108/JSM-04-2018-0120
2019
An J; Do DKX; Ngo LV; Quan THM, 2019, 'Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives', Journal of Brand Management, vol. 26, pp. 157 - 175, http://dx.doi.org/10.1057/s41262-018-0118-0
2019
Luu N; Ngo LV, 2019, 'Entrepreneurial orientation and social ties in transitional economies', Long Range Planning, vol. 52, pp. 103 - 116, http://dx.doi.org/10.1016/j.lrp.2018.04.001
2019
Ngo L; Bucic T; Sinha A; Lu V, 2019, 'Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation', Journal of Business Research, vol. 94, pp. 154 - 161, http://dx.doi.org/10.1016/j.jbusres.2017.10.050
2019
Nguyen QTN; Ngo LV; Northey G; Agyapong CS, 2019, 'Realizing the value of knowledge resources and capabilities: An empirical study', Journal of Knowledge Management, vol. 23, pp. 374 - 395, http://dx.doi.org/10.1108/JKM-09-2016-0372
2019
Gregory G; Crawford H; Lu L; Ngo L, 2019, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', International Journal of Advertising, http://dx.doi.org/10.1080/02650487.2019.1590068
2019
Gregory GD; Ngo LV; Karavdic M, 2019, 'Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures', Industrial Marketing Management, vol. 78, pp. 146 - 157, http://dx.doi.org/10.1016/j.indmarman.2017.03.002
2019
Ruyter KD; Isobel Keeling D; Ngo LV, 2018, 'When nothing is what it seems: A digital marketing research agenda', Australasian Marketing Journal, vol. 26, pp. 199 - 202, http://dx.doi.org/10.1016/j.ausmj.2018.07.003
2018
Luu N; Ngo LV; Cadeaux J, 2018, 'Value synergy and value asymmetry in relationship marketing programs', Industrial Marketing Management, vol. 68, pp. 165 - 176, http://dx.doi.org/10.1016/j.indmarman.2017.10.011
2018
Luu N; Cadeaux J; Ngo LV, 2018, 'Governance mechanisms and total relationship value: the interaction effect of information sharing', Journal of Business and Industrial Marketing, vol. 33, pp. 717 - 729, http://dx.doi.org/10.1108/JBIM-08-2017-0191
2018
Malik A; Ngo LV; Kingshott RPJ, 2018, 'Power, resource dependencies and capabilities in intercultural B2B relationships', Journal of Services Marketing, vol. 32, pp. 629 - 642, http://dx.doi.org/10.1108/JSM-01-2018-0006
2018
Lee J; patterson P; Ngo L, 2017, 'In pursuit of service productivity and customer satisfaction: The role of resources', European Journal of Marketing, vol. 51, pp. 1836 - 1855, http://dx.doi.org/10.1108/EJM-07-2016-0385
2017
uncles M; Ngo LV, 2017, 'Introduction to the special issue: Harnessing the power of brand and co-created innovation', Journal of Brand Management, vol. 24, pp. 307 - 309, http://dx.doi.org/10.1057/s41262-017-0052-6
2017
Bucic T; Ngo LV; Sinha A, 2017, 'Improving the effectiveness of market-oriented organisation: Empirical evidence from an emerging economy', Australian Journal of Management, vol. 42, pp. 308 - 308, http://dx.doi.org/10.1177/0312896215611189
2017
Nguyen N; Ngo L; Bucic T; Phong N, 2017, 'Cross-functional knowledge sharing, coordination and firm performance: The role of cross-functional competition', Industrial Marketing Management, vol. 71, pp. 123 - 134, http://dx.doi.org/10.1016/j.indmarman.2017.12.014
2017
Ngo LV; Northey G; Duffy S; Thao HTP; Tam LTH, 2016, 'Perceptions of others, mindfulness, and brand experience in retail service setting', Journal of Retailing and Consumer Services, vol. 33, pp. 43 - 52, http://dx.doi.org/10.1016/j.jretconser.2016.07.003
2016
Luu NT; Hau LN; Ngo LV; Bucic T; Cuong PH, 2016, 'Outcome versus Process Value in Service Delivery', Journal of Services Marketing, vol. 30, pp. 630 - 642, http://dx.doi.org/10.1108/JSM-12-2014-0410
2016
O'Cass A; Ngo LV; Siahtiri V, 2015, 'Marketing resource-capability complementarity and firm performance in B2B firms', Journal of Business & Industrial Marketing, vol. 30, pp. 194 - 207, http://dx.doi.org/10.1108/JBIM-05-2012-0087
2015
Chylinski M; Northey G; Ngo LV, 2015, 'Cross-modal Interactions between Color and Texture of Food', Psychology and Marketing, vol. 32, pp. 950 - 966, http://dx.doi.org/10.1002/mar.20829
2015
Siahtiri V; O’Cass A; Ngo LV, 2014, 'Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms', Journal of Strategic Marketing, vol. 22, pp. 379 - 395, http://dx.doi.org/10.1080/0965254X.2013.876083
2014
Mathies C; Ngo LV, 2014, 'New insights into the climate-attitudes-outcome framework: Empirical evidence from the Australian service sector', Australian Journal of Management, vol. 39, pp. 473 - 491, http://dx.doi.org/10.1177/0312896213495054
2014
O'Cass A; Heirati N; Ngo LV, 2014, 'Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas', Industrial Marketing Management, vol. 43, pp. 862 - 872, http://dx.doi.org/10.1016/j.indmarman.2014.04.015
2014
Frow P; Ngo LV; Payne A, 2014, 'Diagnosing the supplementary services model: Empirical validation, advancement and implementation', Journal of Marketing Management, vol. 30, pp. 138 - 171, http://dx.doi.org/10.1080/0267257X.2013.814703
2014
Heirati N; O'Cass A; Ngo LV, 2013, 'The contingent value of marketing and social networking capabilities in firm performance', Journal of Strategic Marketing, vol. 21, pp. 82 - 98, http://dx.doi.org/10.1080/0965254X.2012.742130
2013
Bucic T; Ngo LV, 2013, 'Achieving alliance innovation via alliance learning: An empirical study', International Journal of Innovation Management, vol. 17, pp. 1350013 - 1350013, http://dx.doi.org/10.1142/S1363919613500138
2013
Hau LN; Ngo LV, 2012, 'Relationship marketing in Vietnam: An empirical study', Asia Pacific Journal of Marketing and Logistics, vol. 24, pp. 222 - 235, http://dx.doi.org/10.1108/13555851211218039
2012
O'Cass A; Ngo LV; Siahtiri V, 2012, 'Examining the marketing planning-marketing capability interface and customer-centric performance in SMEs', Journal of Strategic Marketing, vol. 20, pp. 463 - 481, http://dx.doi.org/10.1080/0965254X.2012.707675
2012
O'Cass A; Ngo LV, 2012, 'Creating superior customer value for B2B firms through supplier firm capabilities', Industrial Marketing Management, vol. 41, pp. 125 - 135, http://dx.doi.org/10.1016/j.indmarman.2011.11.018
2012
Ngo LV; O''cass A, 2012, 'Innovation and business success: The mediating role of customer participation', Journal of Business Research, vol. online, pp. 1134 - 1142, http://dx.doi.org/10.1016/j.jbusres.2012.03.009
2012
Ngo LV; O'Cass A, 2012, 'In search of innovation and customer-related performance superiority: The role of market orientation, marketing capability, and innovation capability interactions', Journal of Product Innovation Management, vol. 29, pp. 861 - 877, http://dx.doi.org/10.1111/j.1540-5885.2012.00939.x
2012
O'Cass A; Ngo LV; Heirati N, 2012, 'Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context', Australasian Marketing Journal, vol. 20, pp. 224 - 233, http://dx.doi.org/10.1016/j.ausmj.2012.03.001
2012
Ngo LV; O'Cass A, 2012, 'Performance implications of market orientation, marketing resources, and marketing capabilities', Journal of Marketing Management, vol. 28, pp. 173 - 187, http://dx.doi.org/10.1080/0267257X.2011.621443
2012
O''cass A; Ngo LV, 2011, 'Winning through innovation and marketing: lessons from Australia and Vietnam', Industrial Marketing Management, vol. 40, pp. 1319 - 1329, http://dx.doi.org/10.1016/j.indmarman.2011.10.004
2011
Bucic T; Ngo LV, 2011, 'Examining drivers of collaborative inbound open innovation: empirical evidence from Australian firms', International Journal of Innovation Management, vol. 16, pp. 1250017 - 1250017, http://dx.doi.org/10.1142/S1363919611003660
2011
O'Cass A; Ngo LV, 2011, 'Achieving customer satisfaction in services firms via branding capability and customer empowerment', Journal of Services Marketing, vol. 25, pp. 489 - 496, http://dx.doi.org/10.1108/08876041111173615
2011
Ngo LV; O''cass A, 2011, 'The relationship between business orientations and brand performance: a cross-national perspective', Asia Pacific Journal of Marketing and Logistics, vol. 23, pp. 684 - 713, http://dx.doi.org/10.1108/13555851111183093
2011
Ngo LV; O''cass A, 2010, 'Examining the Firm's Value Creation Process: A Managerial Perspective of the Firm's Value Offering Strategy and Performance', British Journal of Management, vol. 22, pp. 646 - 671, http://dx.doi.org/10.1111/j.1467-8551.2010.00694.x
2010
Ngo LV; O''cass A, 2010, 'Value Creation Architecture and Engineering: A Business Model Encompassing the Firm-Customer Dyad', European Business Review, vol. 22, pp. 496 - 514, http://dx.doi.org/10.1108/09555341011068912
2010
Ngo LV; O''cass A, 2009, 'Creating Value Offerings via Operant Resource-Based Capabilities', Industrial Marketing Management, vol. 38, pp. 45 - 49, http://dx.doi.org/10.1016/j.indmarman.2007.11.002
2009
O''cass A; Ngo LV, 2007, 'Balancing external adaptation and internal effectiveness: Achieving better brand performance', Journal of Business Research, vol. 60, pp. 11 - 20, http://dx.doi.org/10.1016/j.jbusres.2006.08.003
2007
O''cass A; Ngo LV, 2007, 'Market orientation versus innovative culture: two routes to superior brand performance', European Journal of Marketing, vol. 41, pp. 868 - 887, http://dx.doi.org/10.1108/03090560710752438
2007
Conference Papers
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Nguyen O; Ngo L; Tran QH; Lee JJ, 2019, 'Attribution emotions and negative word-of-mouth in a crisis', Wellington, New Zealand, presented at The 2019 Australian and New Zealand Marketing Academy, Wellington, New Zealand, 02 December 2019 - 04 December 2019
2019
Gregory G; Crawford H; Lu L; Ngo LV, 2018, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', in Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China, The International Advertising and Branding Conference, Wuxi, China, presented at The International Advertising and Branding Conference, Wuxi, China, -
2018
Lee J; Nguyen O; Ngo L; Tran Q, 2018, 'Emotional responses to corporate crisis', in Emotional responses to corporate crisis, The World Conference on Business and Management 2018, Jeju, Korea, presented at The World Conference on Business and Management 2018, Jeju, Korea, 27 June 2018 - 30 June 2018
2018
Lu L; Gregory G; Ngo LV, 2018, 'Determining Effective Communication Strategies for Service Offshoring Decisions', in Determining Effective Communication Strategies for Service Offshoring Decisions, AMA Global Marketing SIG Special Conference, Greece, presented at AMA Global Marketing SIG Special Conference, Greece, -
2018
Kim D; Bucic T; Ngo LV; Sinha A, 2018, 'Horizontal brand and vertical line extensions: the role of fit and directionality in creating long-term shareholder value', in Horizontal brand and vertical line extensions: the role of fit and directionality in creating long-term shareholder value, 2018 Theory and Practice in Marketing Conference, UCLA, Los Angeles, CA, presented at 2018 Theory and Practice in Marketing Conference, UCLA, Los Angeles, CA, -
2018
Northey G; Chylinski M; Ngo LV, 2017, 'The cross-modal effects of colour in food advertising', in The cross-modal effects of colour in food advertising, Academy of Marketing Science Annual Conference, California, presented at Academy of Marketing Science Annual Conference, California, -
2017
Cadeaux J; Luu N; Ngo LV, 2017, 'The dark side of formal and informal governance', in The dark side of formal and informal governance, 2017 European Marketing Academy Conference (EMAC), Groningen, Netherlands, presented at 2017 European Marketing Academy Conference (EMAC), Groningen, Netherlands, -
2017
Tran Q; Ngo LV; Nguyen TNQ; Chylinski M, 2017, 'Employee empathy and customer delight in services', in Employee empathy and customer delight in services, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Ngo LV; Do D; An K, 2017, 'Positive word‐of‐mouth: brand credibility and social identity', in Positive word‐of‐mouth: brand credibility and social identity, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Nguyen TNQ; Northey G; Ngo LV; Siaw CA, 2017, 'Knowledge as a determinant of competitive advantage', in Knowledge as a determinant of competitive advantage, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Le T; Ngo LV; Tran Q, 2017, 'How empathy encourages social entrepreneurship', in How empathy encourages social entrepreneurship, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Gill O; Bucic T; Ngo LV, 2017, 'Balancing product design innovativeness and consumer innovativeness', in Balancing product design innovativeness and consumer innovativeness, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Pham HC; Ngo LV; Nguyen M; Nguyen ODY, 2017, 'Turning brand experience into positive word‐of‐mouth', in Turning brand experience into positive word‐of‐mouth, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Lu L; Gregory G; Ngo LV, 2017, 'Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism', in Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism, 2017 AMA Global Marketing SIG Conference, Havana, Cuba, presented at 2017 AMA Global Marketing SIG Conference, Havana, Cuba, -
2017
Ngo LV; Nguyen PN, 2017, 'Being mindful for positive job performance', in Being mindful for positive job performance, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Roongruangsee R; Pham HC; Ngo LV, 2016, 'Boosting loyalty through customer participation in service attributes: a study in the retail banking sector', in Boosting loyalty through customer participation in service attributes: a study in the retail banking sector, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Kim D; Bucic T; Ngo LV; Sinha A, 2016, 'Horizontal and vertical brand extensions impact on the case of automobile industry', in Horizontal and vertical brand extensions impact on the case of automobile industry, 38th ISMS Marketing Science Conference, Shanghai, presented at 38th ISMS Marketing Science Conference, Shanghai, -
2016
Northey G; Pham HC; Ngo LV; Duffy S, 2016, 'When mindfulness does matter in service brand experience', in When mindfulness does matter in service brand experience, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Kim D; Bucic T; Ngo LV; Sinha A, 2016, 'Measuring the impact of brand leveraging strategies using shareholder-oriented value metrics: the case of Automobile industry', in Measuring the impact of brand leveraging strategies using shareholder-oriented value metrics: the case of Automobile industry, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Ngo LV; Nguyen PN; Doan NQ, 2016, 'Market orientation and firm performance: the mediating role of management accounting systems', in Market orientation and firm performance: the mediating role of management accounting systems, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Roongruangsee R; Patterson P; Ngo LV, 2016, 'Building client psychological comfort through communication style in financial advisory services', in Building client psychological comfort through communication style in financial advisory services, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Luu N; Cadeaux J; Ngo LV, 2015, 'The dark side of customer participation', in The dark side of customer participation, ANZMAC 2015, Sydney, presented at ANZMAC 2015, Sydney, -
2015
Ngo LV; Malik A, 2015, '., Role of power, resources and capabilities in inter- and intra-organisational relationships', in ., Role of power, resources and capabilities in inter- and intra-organisational relationships, ANZMAC 2015, Sydney, presented at ANZMAC 2015, Sydney, -
2015
Northey G; Pham HH; Pham HC; Ngo LV, 2015, 'National image and travel intention: Empirical findings from the film industry', in National image and travel intention: Empirical findings from the film industry, ANZMAC 2015, Sydney, presented at ANZMAC 2015, Sydney, -
2015
An J; Ngo LV; Chylinski M, 2015, 'Feeling delightful” versus “feeling connected”: why service firms should stop focusing on delighting customers, and start befriending them', in Feeling delightful” versus “feeling connected”: why service firms should stop focusing on delighting customers, and start befriending them, EMAC 2015, Collaboration in Research, Leuven, Belgium, presented at EMAC 2015, Collaboration in Research, Leuven, Belgium, -
2015
Nguyen-Lisovich M; An J; Ngo LV, 2015, 'Personal traits of practicing entrepreneurs and aspiring future entrepreneurs in Vietnam: an empirical study', in Personal traits of practicing entrepreneurs and aspiring future entrepreneurs in Vietnam: an empirical study, ANZMAC 2015, Sydney, presented at ANZMAC 2015, Sydney, -
2015
An J; Ngo LV; Chylinski M, 2015, 'The effects of customer participation and customer-to-customer interaction on affective, motivational and cognitive service experience', in The effects of customer participation and customer-to-customer interaction on affective, motivational and cognitive service experience, AMA 2015 Summer Marketing Educators’ Conference, Improving Business Practice Through Marketing Insight, Chicago, presented at AMA 2015 Summer Marketing Educators’ Conference, Improving Business Practice Through Marketing Insight, Chicago, -
2015
Huynh K; Ngo LIEMVIET; Pham CH; Kim DS, 2015, 'Internal Branding and Employee Performance: A Cognitive-Effective-Behavioural Model', in Internal Branding and Employee Performance: A Cognitive-Effective-Behavioural Model, Australia and New Zealand Marketing Conference, UNSW Australia, presented at Australia and New Zealand Marketing Conference, UNSW Australia, 30 November 2015 - 02 December 2015
2015
Nguyen P; Ngo L; Bucic T; Nguyen P, 2015, 'Performance Implication of Cross-Functional Coopetition and Knowledge Sharing', in Sinha A; Cadeaux J; Bucic T (eds.), 2015 ANZMAC Conference Proceedings: Innovaton and Growth Strategies in Marketing, 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, presented at 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, 30 November 2015 - 02 December 2015, http://www.anzmac.org/resources/view/ANZMAC-2015-Proceedings
2015
Lasky N; Bucic T; Ngo LV, 2014, 'Individual change agents, skunk works and effectuation for radical innovation', in Individual change agents, skunk works and effectuation for radical innovation, ANZMAC 2014, Brisbane, Australia, presented at ANZMAC 2014, Brisbane, Australia, -
2014
Gill O; Bucic T; Ngo L, 2014, 'Innovators and New Product Adoption: Understanding, Capture and Prediction', in Rundle-Thiele S; Kubacki K; Arli D (eds.), 2014 ANZMAC Conference: Agents of Change, ANZMAC, Griffith Unviersity, Brisbane, Queensland, Australia, pp. 304 - 310, presented at 2014 ANZMAC Conference: Agents of Change, Griffith Unviersity, Brisbane, Queensland, Australia, 01 December 2014 - 03 December 2014, http://www.anzmac.org/conferences/view/Agents-of-Change
2014
Lasky ; Bucic T; Ngo , 2014, 'Individual Innovators within Skunk Works', in PIM 2014 Research Forum Submissions, PDMA Headquarters, Denver, Colorado, USW, presented at Prodict Innovation Management: Product Development Management Association, Denver, Colorado, USW, 18 October 2014 - 22 October 2014
2014
Luu N; Ngo LV; Le H; Bucic T, 2014, 'Does relationship strength matter? empirical evidence from an emerging economy', in Does relationship strength matter? empirical evidence from an emerging economy, ANZMAC 2014, Brisbane, Australia, presented at ANZMAC 2014, Brisbane, Australia, -
2014
Nguyen H; Ngo LV; Cadeaux J; Luu N, 2014, 'Effects of customer participation, customer-company identification on word-of-mouth: a HLM approach', in Effects of customer participation, customer-company identification on word-of-mouth: a HLM approach, ANZMAC 2014, Brisbane, Australia, presented at ANZMAC 2014, Brisbane, Australia, -
2014
Northey G; Chylinski M; Ngo LV, 2013, 'What colour do you feel? cross-modal interactions between colour and food texture', in What colour do you feel? cross-modal interactions between colour and food texture, ANZMAC 2013, Auckland, New Zealand, presented at ANZMAC 2013, Auckland, New Zealand, -
2013
Luu N; Cadeaux J; Ngo LV, 2013, 'Key determinants of relationship value gap: a conceptual framework', in Key determinants of relationship value gap: a conceptual framework, ANZMAC 2013, Auckland, New Zealand, presented at ANZMAC 2013, Auckland, New Zealand, -
2013
An J; Ngo LV, 2013, 'Enhancing customers’ intrinsic and prosocial motivations in professional services context', in Enhancing customers’ intrinsic and prosocial motivations in professional services context, ANZMAC 2013, Auckland, New Zealand, presented at ANZMAC 2013, Auckland, New Zealand, -
2013
Nguyen L; Lu VN; Hill SR; Ngo LV, 2012, 'Driving brand citizenship behaviour: the mediating role of brand knowledge', in Driving brand citizenship behaviour: the mediating role of brand knowledge, ANZMAC 2012, Adelaide, Australia, presented at ANZMAC 2012, Adelaide, Australia, -
2012
Fernando V; Ngo LV, 2012, 'Enhancing customer perceived value via customer empowerment and customer brand identification', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 7, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
2012
Frow P; Payne A; Ngo LV, 2011, 'Diagnosing the Supplementary Services Model', in Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, UK, pp. 1 - 7, presented at Marketing Field Forever, Liverpool, UK, https://marketing.conference-services.net/programme.asp?conferenceID=2342&action=prog_titles
2011
O'Cass A; Ngo LV, 2011, 'Delving further into service branding: Exploring the synergistic roles of service brand innovation and service brand marketing capabilities in service firms.', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 7, presented at ANZMAC 2011, Perth, WA, - , http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ngo,%20Liem%20Paper%20299.pdf
2011
Ngo LV; Bucic T, 2011, 'The mediating role of alliance learning on alliance innovation: An empirical study', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 9, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ngo,%20Liem%20Paper%20070.pdf
2011
Ngo LV; Le HN; Lee J, 2010, 'Relationship marketing orientation and customer satisfaction: Evidence from Vietnam.', in ANZMAC 2010 Conference Proceedings, Australia New Zealand Marketing Academy, Christchurch, presented at 2010 Australian & New Zealand Marketing Academy, Christchurch, New Zealand, -
2010
O'Cass A; Ngo LV, 2009, 'Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: Evidence from Australia', in Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: Evidence from Australia, ANZMAC 2009, Sustainable Management and Marketing, Melbourne, Australia, presented at ANZMAC 2009, Sustainable Management and Marketing, Melbourne, Australia, -
2009
Ngo LV; O'Cass A, 2009, 'Exploring marketing effectiveness via market orientation, resource possession and marketing capability', in Exploring marketing effectiveness via market orientation, resource possession and marketing capability, ANZMAC 2009, Sustainable Management and Marketing, Melbourne, Australia, presented at ANZMAC 2009, Sustainable Management and Marketing, Melbourne, Australia, -
2009
Ngo LV; O'Cass A, 2009, 'Exploring performance differentials via resource possession and firm capabilities', in Exploring performance differentials via resource possession and firm capabilities, ANZMAC 2009, Christchurch, New Zealand, presented at ANZMAC 2009, Christchurch, New Zealand, -
2009
O'Cass A; Ngo LV, 2008, 'International market entry mode strategy: a region-within-country perspective', in International market entry mode strategy: a region-within-country perspective, ANZMAC 2008, Sydney, Australia, presented at ANZMAC 2008, Sydney, Australia, -
2008
Ngo LV; O'Cass A, 2008, 'Explaining brand performance differentials between firms via innovation and marketing', in Explaining brand performance differentials between firms via innovation and marketing, ANZMAC 2008, Sydney, Australia, presented at ANZMAC 2008, Sydney, Australia, -
2008
Ngo LV; O'Cass A, 2007, 'Operant resource-based capabilities as antecedents to firm performance', in Operant resource-based capabilities as antecedents to firm performance, AMS World Marketing Congress, Marketing Theory and Practice in an Inter-functional World, Verona, Italia, presented at AMS World Marketing Congress, Marketing Theory and Practice in an Inter-functional World, Verona, Italia, -
2007
Ngo LV; O'Cass A, 2007, 'Building brand success via marketing orientation and marketing-based capability: an inside-out approach', in Building brand success via marketing orientation and marketing-based capability: an inside-out approach, ANZMAC 2007, Dunedin, New Zealand, presented at ANZMAC 2007, Dunedin, New Zealand, -
2007
Ngo LV; O'Cass A, 2006, 'Firm capabilities and customer value creation', in Firm capabilities and customer value creation, ANZMAC 2006, Brisbane, Queensland, Australia, presented at ANZMAC 2006, Brisbane, Queensland, Australia, -
2006
Ngo LV; O'Cass A, 2006, 'Industry forces, strategic typologies, firm characteristics and brand performance: the balance between external and internal', in Industry forces, strategic typologies, firm characteristics and brand performance: the balance between external and internal, ANZMAC 2006, Broadening the Boundaries, Perth, Australia, presented at ANZMAC 2006, Broadening the Boundaries, Perth, Australia, -
2006
Ngo LV; O'Cass A; Budiman A; Brown U, 2005, 'Studying the effect of market orientation and organizational culture on a brand’s performance', in Studying the effect of market orientation and organizational culture on a brand’s performance, ANZMAC 2006, Broadening the Boundaries, Sharon Purchase, Perth, Australia, presented at ANZMAC 2006, Broadening the Boundaries, Sharon Purchase, Perth, Australia, -
2005
O'Cass A; Ngo LV, 2005, 'Behaviours versus culture: examining the impact of market orientation and organizational culture on brand performance', in Behaviours versus culture: examining the impact of market orientation and organizational culture on brand performance, Society for Marketing Advances - Advances in Marketing: Managerial, Pedagogical, Theoretical, San Antonio USA, presented at Society for Marketing Advances - Advances in Marketing: Managerial, Pedagogical, Theoretical, San Antonio USA, -
2005
O'Cass A; Ngo LV; Terwatanavong C, 2004, 'Market orientation versus organizational culture: the impact of behaviours and culture on brand performance', in Market orientation versus organizational culture: the impact of behaviours and culture on brand performance, ANZMAC, Wellington, New Zealand, presented at ANZMAC, Wellington, New Zealand, -
2004
Conference Abstracts
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Patterson P; Lee J; Ngo L; de Ruyter K, 2016, 'Achieving superior service productivity and customer satisfaction', in The 25th Frontiers in Service, The 25th Frontiers in Service, Bergen, Norway, presented at The 25th Frontiers in Service, Bergen, Norway, 23 June 2016 - 26 June 2016, https://drive.google.com/drive/folders/0B2svXzEq7klfUGhXeUJWQWQwUFU
2016
  • 2019: Best Overall Conference Paper, ANZMAC 2019, Wellington, New Zealand
  • 2019: Best Paper in Services Marketing Track, ANZMAC 2019, Wellington, New Zealand
  • 2018: Honorary Doctor of Economics, University of Economics – HoChiMinh City, 20 Oct 2018
  • 2015: Best Paper in Services Marketing Track, ANZMAC 2015, Sydney.
  • 2015: Best Paper in Marketing Strategy Track, ANZMAC 2015, Sydney.
  • 2015: Outstanding Reviewer, Industrial Marketing Management.
  • 2011: Non-professorial Research Achievement Award, Australian School of Business, the University of New South Wales
  • 2008: Highly commended award winner of 2008 Emerald/EFMD Outstanding Doctoral Research Award
  • 2003: Australian Development Scholarship (ADS) 2003-2006 – PhD Program
  • 1995: Swiss – AIT – Vietnam Management Development Programme Scholarship 1995-1997 - MBA Program
  • 2020: BSRG Research Grant for project titled “On the psychology of deprivation: Why do (and don’t) people adopt sustainable consumption?

$24,590 granted by UNSW Sydney Business School

  • 2015: The Strategy 2020 Network on “Entrepreneurial Innovation in Asia”

      $25,000 granted by UNSW Sydney Business School

  • 2012: Australian School of Business Research Grant

$12,000 granted by the University of New South Wales

  • 2011: ARC Discovery Grant 2011-2012, Project ID: DP110102197

$145,000 granted by Australian Research Council, administered by the University of Newcastle

  • 2010: Australian School of Business, Special Research Grant

$10,000 granted by the University of New South Wales

  • 2008: Brand orientation and brand management in international business: A study in Australia, China, India and Vietnam (2008)

            $15,000 granted by the University of Newcastle

  • 2007: Research Development Fellowship

            $8,000 granted by the University of Newcastle

My teaching interests combine the areas of brand management, digital marketing, marketing communication and promotion, and research methodology. Central to my teaching philosophy is that teaching and learning activities are interactive and practical relevant in which students are the central focus. Learning experience is socially co-created. Students and I work together as a community of learners with shared responsibility to co-create and complete the learning experiences necessary to achieve the desired outcomes of the course. Integrating theory and practice enables students to become more engaged in the learning process if they can see the relevance of their studies to professional, disciplinary, and personal contexts.