Select Publications

Journal articles

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, pp. 103421 - 103421,

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, pp. 103294 - 103294,

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,

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,

Ngo LV; Shinkle GA; Patterson PG, 2022, 'A collision of strategic orientations: Entrepreneurial orientation and customer relationship orientation in a collectivist cultural context', Australian Journal of Management,

Cuong PH; Nguyen-Le XD; Ngo LV; Nguyen NP, 2022, 'How Brand Innovativeness Generates Positive Word of Mouth', Australasian Marketing Journal,

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

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,

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, pp. 109467052199213 - 109467052199213,

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,

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, 94, pp. 154 - 161,

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, 33, pp. 717 - 729,

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, 30, pp. 630 - 642,

O'Cass A; Ngo LV; Siahtiri V, 2015, 'Marketing resource-capability complementarity and firm performance in B2B firms', Journal of Business & Industrial Marketing, 30, pp. 194 - 207,

Chylinski M; Northey G; Ngo LV, 2015, 'Cross-modal Interactions between Color and Texture of Food', Psychology and Marketing, 32, pp. 950 - 966,

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, 22, pp. 379 - 395,

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