Personal profile

Personal profile

I am an Assistant Professor (UK Lecturer) of Marketing at Royal Holloway-University of London. I have two main research areas: services marketing (service robotics, organizational frontlines); and transformative consumer research (anthropomorphism, green marketing, political identity).

As a behavioral scientist, I employ a multi-method approach in my research, including field experiments, controlled experiments, Facebook A/B tests, surveys (PLS-SEM), text mining, and secondary data analysis. 

My work has been published in Journal of Service Research, Psychology & Marketing, Journal of Service Management, The Service Industries Journal, International Journal of Hospitality Management, and International Journal of Contemporary Hospitality Management.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 2 - Zero Hunger
  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Visiting Scholar, Florida State University, USA

Feb 2023Aug 2023

Marketing, Ph.D., National Tsing Hua University, Taiwan

Sept 2017Aug 2023

Visiting Scholar, University of Houston, USA

Jan 2020Feb 2023

Marketing, MBA, SolBridge International School of Business, South Korea

Mar 2015Jun 2017

Economics, Bachelor, Foreign Trade University, Ho Chi Minh city campus, Vietnam

Sept 2010Jul 2014

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or