intellectual contributions

Refereed Articles

Discipline-Based Scholarship

• Truong, Y., Simmons, G., & Palmer, M. (2012). Reciprocal value propositions in practice: Constraints in digital markets. Industrial Marketing Management, 41 (1), 197-206.
• McColl, R. & Truong, Y. (in press, 2012). The effects of Facial Attractiveness and Gender on Customer Evaluations during Web-Video Interface Sales Encounter. Journal of Personal Selling & Sales Management.
• Truong, Y. (2011). Antecedents of Consumer Acceptance of Mobile Advertising. International Journal of Technology and Human Interaction, 7 (3), 70-83.
• Truong, Y. & McColl, R. (2011). Intrinsic Motivations, Self-Esteem, and Luxury Good Consumption. Journal of Retailing and Consumer Services, 18 (6), 423-438.
• Truong, Y. & Simmons, G. (2010). An Exploration of Perceived Intrusiveness in Internet and Mobile Advertising: Pushing and Pulling Strategic Implications. Journal of Strategic Marketing, 18 (3), 239/256.
• Simmons, G., Brychan, T., & Truong, Y. (2010). Developing the Internet as a Branding Tool: i-Branding Implications for Food Companies. European Journal of Marketing, 44 (9/10), 1260 - 1285.
• Truong, Y. (2010). Personal Aspirations and the Consumption of Luxury Goods. International Journal of Market Research, 52 (5), 653-671.
• Truong, Y., McColl, R., & Kitchen, P. J. (2010). Practitioners Perceptions of Advertising Strategies for Digital Media. International Journal of Advertising, 29 (5), 709-725.
• Truong, Y., McColl, R., & Kitchen, P. J. (2010). Uncovering the Links between Aspirations and Luxury Brand Preference. Journal of Product and Brand Management, 19, 346-355.
• Truong, Y. (2009). An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services. Electronic Journal of Information Systems Evaluation, 12 (2), 197-206.
• Truong, Y., McColl, R., & Kitchen, P. J. (2009). New Luxury Brand Positioning and the Emergence of Masstige Brands. Journal of Brand Management, 16 (5-6), 375-382.
• Truong, Y., McColl, R., & Descubes, I. (2009). Testing US Advertising Attitude and Belief Measures in France. Journal of Euromarketing, 18 (1), 35-46.
• Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and Conspicuousness - Are They Related? Strategic Marketing Implications for Luxury Brands. Journal of Strategic Marketing, 16 (3), 189-203.

 

Chapters, Cases, Readings, Supplements

Case

• MacNamara, T. & Truong, Y. (2012). "A Very Unconventional Energy Source", In Press, International Business. McGraw Hill.
• Truong, Y. & MacNamara, T. (2012). "Mainstreaming Microcredit via the Internet", In Press, International Business. McGraw Hill.
• Truong, Y. & MacNamara, T. (2012). "Corruption and Class Conflict in China", In Press, International Business. McGraw Hill.

 

Presentations of Refereed Papers

International

• Truong, Y. & McColl, R. (2010). Intrinsic Motivations, Self-esteem and the Consumption of Luxury Goods. Global Marketing Conference, Tokyo, Japan.
• Truong, Y., McColl, R., & Kitchen, P. J. (2008). New Luxury Brand Positioning. Academy of Marketing Conference, Aberdeen, United Kingdom.
• Truong, Y., McColl, R., & Kitchen, P. J. (2005). The Effects of Consumer Aspirations on Brand Preference. Academy of Marketing Conference, Dublin, Ireland.

 

academic background

• Ph.D. Open University Business School, 2008
• M.S. Grenoble EM, 2004
• B.S. University of North-Carolina, 2001

 

Teaching

 

• Marketing of New Technologies and Innovations
• Management of innovation

 

Qualifications

 

• PhD in Marketing, Open University

• MS in International Business, Grenoble Ecole de Management

• BS in International Business, University of North Carolina

 

 

Research Interests

 

• Aspirational Marketing, the relationship between individuals’ aspirations and consumer behavior

• New Media Advertising, developing business models for new media communications

• Innovations Marketing, elaborating strategies for marketing innovative products or services

 

work Experience

 

Academic

Associate Professor of Marketing & Head of the Center of Technology and Innovation Management CTim,, ESC Rennes School of Business (2008 - Present).

 

Non-Academic

Corporate re-structuring Analyst, Sanofi-Aventis (June, 2004 - December, 2006).

Market Analyst, Standard and Poors (June, 2001 - June, 2003).

Co-founder, Macross Computers (March, 1999 - June, 2001).

 

Consulting Experience

2009-2011: Technicolor – Marketing planning for new technologies

2010: KPMG – Innovation policies in French Clusters and Technoparks