Full name

Tran Cong Duc

Degree

PhD (Feng Chia University, Taiwan, 2020)

Position

Assistant to the Dean; Head of the Foundation Studies Department; Leader of the Strong Research Group

Professional title

Lecturer

Department

Foundation Studies Department

Research areas and interests

Risk management and corporate governance; brand management and consumer behavior; innovation in SMEs; augmented reality and artificial intelligence in marketing

Key courses taught

Research Methods in Business, Macroeconomics, Microeconomics, Corporate Finance

Notable achievements and activities

Independent reviewer for journals such as Acta Psychologica, Telecommunications Policy and Journal of Financial Services Marketing, and for the ICFE and ACIEK conferences; 14 presentations at international conferences.

SCIENTIFIC PUBLICATIONS

Journal articles (24):

1. (2026). The role of socio-cultural factors in sustaining economic growth: The mediating effect of perceived marketplace influence. Journal of Small Business Strategy.

2. (2026). What leads customer defend the brand: The role of green innovation and perceived marketplace influence. International Journal of Business and Society.

3. (2026). Active vs. passive hate! How experience and social influence affect brand hate. Journal of Global Marketing.

4. (2025). Evaluating partner performance in selection to enhance organizational performance: An investigation of the mediating effects of co-creation. International Journal of Business and Society.

5. (2025). Partner performance from consideration in partner selection fostering organisational performance: An analysis of mediating roles of co-creation. Journal for International Business and Entrepreneurship Development.

6. (2025). Firm agglomeration and innovation: Evidence from small and medium-sized enterprises in Vietnam. International Journal of Innovation Science.

7. (2025). What drives customer acceptance of augmented reality? The moderating role of consumer innovativeness and hedonic consumption. International Journal of Internet Marketing and Advertising.

8. (2025). Tradition or innovation approaches? The role of meme marketing on brand recall and brand engagement: The evidence in Vietnam. Asian Journal of Business Research.

9. (2024). ChatGPT as a tool for self-learning English among EFL learners: A multi-methods study. System.

10. (2024). The role of innovation activities on brand equity and brand performance: The moderating effects of economic benefit. Transformations in Business & Economics.

11. (2024). How customers’ perceptions of innovation activities drive brand preference, purchase and recommendation: The moderating role of product category. Canadian Journal of Administrative Sciences.

12. (2023). Innovation and export: Evidence from manufacturing SMEs in a developing economy. International Journal of Development Issues.

13. (2022). Exploring individuals’ adoption of COVID-19 contact-tracing apps: A mixed-methods approach. Library Hi Tech.

14. (2022). Revisiting the interconnection between governance mechanisms and firm performance: Evidence from Vietnamese listed firms. Journal of Enterprising Communities: People and Places in the Global Economy.

15. (2021). Health vs. privacy? The risk-risk tradeoff in using COVID-19 contact-tracing apps. Technology in Society.

16. (2021). The influence of female leadership towards performance: Evidence from Western European financial firms. International Journal of Business and Society.

17. (2021). Stock indices forecast by hybrid model from GARCH families: Evidence from global markets. Journal of Accounting, Finance & Management Strategy.

18. (2020). The role of gender diversity in downside risk: Empirical evidence from Vietnamese listed firms. Mathematics.

19. (2020). Value at risk based on skewed distributions: Evidence from Asian equity markets. International Review of Accounting, Banking & Finance.

20. (2019). Role of board structure in financial institutions: Evidence from Western Europe. Journal of Accounting, Finance & Management Strategy.

21. (2025). The impact of brand hate on non-repurchase intentions across offline and online channels in hospitality services. Journal of Development and Integration.

22. (2025). Customer trust and engagement in online shopping in Ho Chi Minh City. Journal of Development and Integration. (in Vietnamese)

23. (2025). Factors affecting engagement on TikTok: A study of global smartphone brands in Vietnam. Journal of Development and Integration. (in Vietnamese)

24. (2025). The impact of perceived value and satisfaction on service quality: The case of mobile telecommunications companies in Vietnam. Economy and Forecast Review. (in Vietnamese)