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Journal articles

Ngo LV; Shinkle GA; Patterson PG, 2024, 'A collision of strategic orientations: Entrepreneurial orientation and customer relationship orientation in a collectivist cultural context', Australian Journal of Management, 49, pp. 272 - 289,

Cuong PH; Nguyen-Le XD; Ngo LV; Nguyen NP, 2024, 'How Brand Innovativeness Generates Positive Word of Mouth', Australasian Marketing Journal, 32, pp. 56 - 64,

Lu L; Hau LN; Ngo LV; Northey G; Duong TTT; Gregory G, 2024, 'Managing Innovation From an S-D Logic Perspective', Australasian Marketing Journal,

Viet Ngo L; Bagozzi RP, 2024, 'Reimagining How Meaningfulness Can be Reconciled With Marketing', Australasian Marketing Journal, 32, pp. 1 - 3,

Nguyen ODY; Bucic T; Ngo LV; Oppewal H, 2023, 'Disposal-based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations', Journal of the Academy of Marketing Science, 51, pp. 1305 - 1326,

Lim XJ; Cheah JH; Ngo LV; Chan K; Ting H, 2023, 'How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price', Journal of Retailing and Consumer Services, 75,

Surachartkumtonkun J; Ngo LV; Shao W, 2023, 'The crisis cloud's silver linings: The effects of hope and gratitude on employee burnout and engagement', Journal of Retailing and Consumer Services, 74,

Duong TTT; Ngo LV; Surachartkumtonkun J; Tran MD; Northey G, 2023, 'Less is more! A pathway to consumer's transcendence', Journal of Retailing and Consumer Services, 72,

Chau XTD; Nguyen TT; Jo J; Quach S; Ngo LV; Pham H; Thaichon P, 2023, 'Simplifying Sentiment Analysis on Social Media: A Step-by-Step Approach', Australasian Marketing Journal,

Thaichon P; Quach S; Ngo LV, 2022, 'Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal', Australasian Marketing Journal, 30, pp. 214 - 227,

Roongruangsee R; Patterson P; Ngo LV, 2022, 'Professionals’ interpersonal communications style: does it matter in building client psychological comfort?', Journal of Services Marketing, 36, pp. 379 - 397,

Voola R; Carlson J; Azmat F; Viet Ngo L; Porter K; Sinha A, 2022, 'Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals', Australasian Marketing Journal, 30, pp. 97 - 106,

Nguyen TM; Viet Ngo L; Paramita W, 2022, 'Turning lurkers into innovation agents: An interactionist perspective of self-determinant theory', Journal of Business Research, 141, pp. 822 - 835,

Ngo LV, 2022, 'Transcending Boundaries for the Next New Normal', Australasian Marketing Journal, 30, pp. 1 - 2,

Nguyen T-M; Ngo LV; Gregory G, 2021, 'Motivation in organisational online knowledge sharing', Journal of Knowledge Management, 26, pp. 102 - 125,

Paramita W; Nhu HBC; Ngo L; Tran QHM; Gregory G, 2021, 'Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective', Journal of Retailing and Consumer Services, 62, pp. 102611,

Nguyen O; Lee JJ; Ngo L; Tran Q, 2021, 'Impacts of Crisis Emotions on Negative Word-of-Mouth and Behavioural Intention: Evidence from a Milk Crisis', Journal of Product & Brand Management

Ngo LV; Gregory G; Miller R; Lu L, 2021, 'Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector', Australasian Marketing Journal, 30, pp. 258 - 270,

Ngo LV, 2021, 'Editorial', Australasian Marketing Journal, 29, pp. 3,

Lu L; Gregory G; Ngo L; Bagozzi R, 2021, 'Managing Customer Uncertainty in Making Service Offshoring Decisions', Journal of Service Research, 24, pp. 500 - 519,

Lu L; Gregory G; Ngo L, 2020, 'Service offshoring fit from consumers’ perspective', Australasian Marketing Journal, 28, pp. 100 - 109,

Ngo LV, 2020, 'Editorial', Australasian Marketing Journal, 28, pp. 135,

Nguyen LT; An J; Ngo LV; Hau LN, 2020, 'Transforming social capital into performance via entrepreneurial orientation', Australasian Marketing Journal, 28, pp. 209 - 217,

Ngo LV; Nguyen NP; Lee J; Andonopoulos V, 2020, 'Mindfulness and job performance: Does creativity matter?', Australasian Marketing Journal, 28, pp. 117 - 123,

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, 37, pp. 621 - 643,

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, 56,

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, 54, pp. 2257 - 2286,

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, 29, pp. 583 - 600,

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, 52,

Nguyen TNQ; Ngo LV; Surachartkumtonkun J, 2019, 'When do-good meets empathy and mindfulness', Journal of Retailing and Consumer Services, 50, pp. 22 - 29,

Viet Ngo L, 2019, 'Editorial', Australasian Marketing Journal, 27, pp. 137 - 138,

Ngo LV; Nguyen NP; Huynh KT; Gregory G; Cuong PH, 2019, 'Converting internal brand knowledge into employee performance', Journal of Product and Brand Management, 29, pp. 273 - 287,

An J; Ngo LV; Chylinski M; Tran Q, 2019, 'Customer advocates with a generous heart', Journal of Services Marketing, 33, pp. 192 - 205,

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, 78, pp. 146 - 157,

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, 38, pp. 957 - 978,

Nguyen QTN; Ngo LV; Northey G; Agyapong CS, 2019, 'Realizing the value of knowledge resources and capabilities: An empirical study', Journal of Knowledge Management, 23, pp. 374 - 395,

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, 26, pp. 157 - 175,

Luu N; Ngo LV, 2019, 'Entrepreneurial orientation and social ties in transitional economies', Long Range Planning, 52, pp. 103 - 116,

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,

Malik A; Ngo LV; Kingshott RPJ, 2018, 'Power, resource dependencies and capabilities in intercultural B2B relationships', Journal of Services Marketing, 32, pp. 629 - 642,

Ruyter KD; Isobel Keeling D; Ngo LV, 2018, 'When nothing is what it seems: A digital marketing research agenda', Australasian Marketing Journal, 26, pp. 199 - 202,


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

Luu N; Ngo LV; Cadeaux J, 2018, 'Value synergy and value asymmetry in relationship marketing programs', Industrial Marketing Management, 68, pp. 165 - 176,

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, 71, pp. 123 - 134,

uncles M; Ngo LV, 2017, 'Introduction to the special issue: Harnessing the power of brand and co-created innovation', Journal of Brand Management, 24, pp. 307 - 309,

Lee J; patterson P; Ngo L, 2017, 'In pursuit of service productivity and customer satisfaction: The role of resources', European Journal of Marketing, 51, pp. 1836 - 1855,

Bucic T; Ngo LV; Sinha A, 2017, 'Improving the effectiveness of market-oriented organisation: Empirical evidence from an emerging economy', Australian Journal of Management, 42, pp. 308 - 308,

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, 33, pp. 43 - 52,

Luu NT; Hau LN; Ngo LV; Bucic T; Cuong PH, 2016, 'Outcome versus Process Value in Service Delivery', Journal of Services Marketing,

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