About Dr Thuy Luyen
I have been a Lecturer in marketing for more than 15 years at different universities in different countries. I also worked on a large project funded by the European Commission (H2020) as a postdoc in marketing, specialising in service innovation and consumer behaviour.
My research interests primarily lie in digital aspects of marketing and consumer behaviour/psychology, such as consumer value formation and consumer goal pursuit. My work aims to employ robust methodology and be open to an interdisciplinary approach to ensure high-quality research to create real-world impact.
My work has been published in the highly regarded journal and conferences, including the Journal of Service Research, the Academy of Marketing Conference, among others.
I also have industrial experience. I worked for corporate companies as a Sales Representative and Marketing Manager and worked with a company in the food sector to develop an Accelerated Knowledge Transfer (AKT) application to assess the impact of a re-branding project.
Currently, I co-manage the Marketing Hub at the University, connecting students, industry, and academics to form a co-creative space.
Teaching and supervision
I teach and give advice in the field of business management, especially marketing (e.g. digital marketing, consumer behaviour, marketing management, and tnternational marketing).
I am currently a module leader for International Marketing for postgraduate courses such as MSc International Business Management.
I am also a module leader for Psychology of Consumers in a Digital Age for an undergraduate course.
I am supervising a PhD student as a director of studies in the area of consumer behaviour.
Interests
I accept PhD students on the the following themes:
- Digital marketing and consumer behaviours
- Services marketing
- Strategic marketing and management
Research
- Digital marketing and consumer behaviours
- Services marketing
- Strategic marketing and management
Work/papers published:
- LUYEN, T., SHABBIR, H., LIU, H., SHUKLA, P & MICHAELIDOU, N. 2023. Goal Variation Spaces: An Integrative Approach of Goal Dimensionality and Practice Theory. SERVSIG Special Session at the 2023 AMA Summer Academic Conference.
- ARANA-ARRI, E., IMAZ-AYO, N., DEL BURGO, AV., LUYEN, T. et al. PP55 Citizens’ General Needs Assessment In SOTERIA Project: ‘User-friendly Digital Secured Personal Data And Privacy Platform.’ International Journal of Technology Assessment in Health Care. 2023;39(S1): S67-S68. doi:10.1017/S026646232300199X
- LUYEN, T., SHABBIR, H. & DEAN, D. 2021. A Multidimensional Practice-Based Framework of Interactive Value Formation. Journal of Service Research, 10946705211025606.
- LUYEN, T., SHABBIR, H. & DEAN, D. 2020. The Inseparability of Value Co-creation and Co-destruction: Two sides of operant resources. A competitive paper presented at the 2020 AMA Winter Academic Conference.
- LUYEN, T., SHABBIR, H. & DEAN, D. 2019. The Negative Effect of Effort in Interactive Value Formation and Customer Loyalty. A competitive paper presented at the Academy of Marketing Conference 2019.
- LUYEN, T. 2018. Competitive feelings and consequence for customer adoption and post-adoption. Presented at the 4rd International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR 2018). (an award of highly commenced paper early career).