Full name

Phung Minh Tuan

Degree

PhD in International Business Administration (Chinese Culture University, Taiwan, 2018)

Position

Acting Dean, Faculty of Business Administration

Professional title

Lecturer

Research areas and interests

Brand equity and brand defense; electronic word of mouth (eWOM) and social media marketing; innovation and business strategy; consumer behavior

Key courses taught

Marketing, Business Strategy, Innovation, Business Administration

Notable achievements and activities

Former Head of the Marketing Department (2017–2023); Principal Investigator of a NAFOSTED project on brand defense on social media (2023–2026); Member of the Harvard Business Review (Vietnam) Advisory Board and the Editorial Board of the International Journal of Performance Measurement; Leader/consultant of numerous strategic projects for provinces and for the Bosch Group.

SCIENTIFIC PUBLICATIONS

Journal articles (12):

1. Le, T. T. U., Phung, M. T., & Vo, T. L. T. (2026). The role of brand trust and brand love in brand defense and brand loyalty in the context of higher education in Ho Chi Minh City. VMOST Journal of Social Sciences and Humanities.

2. Nguyen, P. T., Phung, M. T., Pham, T. M. L., Vo, T. L. T., & Tran, L. B. T. (2024). Factors affecting Vietnamese consumers’ intention to continue using e-wallets: A case study of MoMo. VMOST Journal of Social Sciences and Humanities, 66(1), 29–44.

3. Pham, T. M. L., Vo, T. L. T., Phung, M. T., & Le, D. H. (2024). How the authenticity cues provided on product packaging can influence Vietnamese consumers’ perception of Korean cosmetics. VMOST Journal of Social Sciences and Humanities, 66(3), 56–70.

4. Nguyen, T. T., Tran Hoang, M. T., & Phung, M. T. (2023). “To our health!” Perceived benefits offset privacy concerns in using national contact-tracing apps. Library Hi Tech, 41(1), 174–191.

5. Ly, P. T. M., & Phung, M. T. (2023). When does a new product introduction create value for rivals? Journal of Competitiveness, 15(3), 122.

6. Pham, T. M. L., Phung, M. T., & Nguyen, T. T. (2022). Combining multiple methods in studying the impact of social media on the performance of small and medium-sized enterprises in Ho Chi Minh City. Journal of Economics and Development. (in Vietnamese)

7. Phung, M. T., Ly, P. T. M., Nguyen, T. T., & Nguyen-Thanh, N. (2020). An FsQCA investigation of eWOM and social influence on product adoption intention. Journal of Promotion Management, 26(5), 726–747.

8. Tran, C. D., Phung, M. T., Yang, F. J., & Wang, Y. H. (2020). The role of gender diversity in downside risk: Empirical evidence from Vietnamese listed firms. Mathematics, 8(6), 933.

9. Phung, M. T., & Ly, P. T. M. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101, 726–736.

10. Tseng, W. J., Lin, W. R., Phung, M. T., & Wang, Y. H. (2018). Information released and market reaction in the cryptocurrency market. International Journal of Performance Measurement, 8(1).

11. Vo, L. V., Le, H. T. T., Le, D. V., Phung, M. T., Wang, Y. H., & Yang, F. J. (2017). Customer satisfaction and corporate investment policies. Journal of Business Economics and Management, 18(2), 202–223.

12. Pham, L. T. M., Do, H. N., & Phung, M. T. (2016). The effect of brand equity and perceived value on customer revisit intention: A study in quick-service restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14–30.

Books (2):

1. KisStartup. (2019). Business model innovation using IoT applications in Vietnam. National Tsing Hua University Press.

2. Pham Thi Minh Ly et al. (2013). Consumer Behavior. Economic Publishing House. (in Vietnamese)

Book chapters (1):

1. Phung, M. T., & Pham, L. T. M. (2017). An exponential decay model: Does the outcome of a football match influence the number of viewers watching advertisements on online broadcasting television? In J. J. Zhang & B. G. Pitts (Eds.), Contemporary Sport Marketing (pp. 95–106). Routledge.