Cathy Nguyen Tsoutouras

Dr Cathy Nguyen Tsoutouras

Senior Research Fellow

School of Marketing

College of Business and Law

Available For Media Comment.

Cathy Nguyen is a Research Fellow and a Senior Marketing Scientist at the Ehrenberg-Bass Institute.
Cathy’s research focus is on advertising effectiveness and branding. Her interests also include cause-related/charity marketing, co-branding, and word of mouth behaviour and measurement. Cathy's research has been published in peer-reviewed journals including Marketing Letters, International Journal of Market Research and Australiasian Journal of Marketing. She has presented the Institute’s work to industry and academic audiences throughout Australia, Asia, Europe and North America.
Cathy has worked in television broadcasting networks in Australia and the UK as part of the Research and Insights team. Her engagement with the Institute’s contract research clients cover commercial as well as community-based projects. She has worked on a diverse range of projects including Distinctive Asset measurement, brand health and advertising tracking and product concept testing.

UniSA Business School Research Excellence Award: Top Early Career Researcher (2019)

Winner of the 2018 Emerald/EFMD Outstanding Doctoral Research Award

UniSA Business School Research Excellence Award: Excellence in Collaborative Supervision (2018) (w. Svetlana Bogmolova, Byron Sharp & Tim Olds for the supervision of Amy Wilson)

Australia & New Zealand Marketing Academy Converence: Best Doctoral Student (2014), Best Paper in the Marketing/Communications Track (2014)

Year Citation
2024 Tian, E. J., Nguyen, C., Chung, L., Morris, C., & Kumar, S. (2024). The Effectiveness of Public Awareness Initiatives Aimed at Encouraging the Use of Evidence-Based Recommendations by Health Professionals: A Systematic Review. Journal of Patient Safety, 20(3), 147-163.
DOI Scopus1 WoS1
2022 Nguyen, C., Faulkner, M., Yang, S., Williams, J., & Tong, L. (2022). Mind the gap: understanding the gap between intentions and behaviour in the charity context. Journal of Business Research, 148, 216-224.
DOI
2020 Gray, E., Lau, H. T., Lee, R., Lockshin, L., Nguyen, C., & Zhu, Y. (2020). Effectiveness of food-related cues and portion size effect. Australasian Marketing Journal, 28(4), 325-331.
DOI Scopus2 WoS2
2020 Nguyen, C., & Faulkner, M. (2020). In pursuit of effective charity advertising: Investigating the branding and messaging execution tactics used by charity marketers. Third Sector Review, 26(1), 66-87.
2020 Nguyen, C., Romaniuk, J., Cohen, J., & Faulkner, M. (2020). When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability. Journal of Retailing and Consumer Services, 55(article no. 102080), 1-7.
DOI
2019 Wilson, A. L., Nguyen, C., Bogomolova, S., Sharp, B., & Olds, T. (2019). Analysing how physical activity competes: a cross-disciplinary application of the duplication of behaviour law. International Journal of Behavioral Nutrition and Physical Activity, 16(1, article no. 123), 1-13.
DOI
2018 Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2018). Does an expanded brand user base of co-branded advertising help ad-memorability?. International journal of market research, 60(4), 366-379.
DOI
2018 Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2018). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory. Marketing letters, 29(1), 37-48.
DOI
2017 Wilson, A. L., Sharp, B., Nguyen, C., & Bogomolova, S. (2017). Expanding marketing empirical generalisations to health behaviours: physical activity is not so different from buying behaviour, after-all. Australasian marketing journal, 25(4), 317-325.
DOI
2017 Kennedy, R., & Nguyen, C. (2017). Editorial, empirically-based marketing knowledge. Australasian marketing journal, 25(25), 251.
DOI
2017 Romaniuk, J., & Nguyen, C. (2017). Is consumer psychology research ready for today's attention economy?. Journal of marketing management, 33(11-12), 909-916.
DOI
2017 Sharp, B., Wright, M., Kennedy, R., & Nguyen, C. (2017). Viva la revolution! For evidence-based marketing we strive. Australasian marketing journal, 25(4), 341-346.
DOI
2015 Tanaka, A., Nguyen, C., & Romaniuk, J. (2015). The strengths and weaknesses of celebrities as branding and creative design elements in advertising. Journal of design, business and society, 1(1), 57-75.
DOI
2014 Nguyen, C., & Romaniuk, J. (2014). Pass it on: a framework for classifying the content of word of mouth. Australasian marketing journal, 22(2), 117-124.
DOI
2013 Nguyen, C., & Romaniuk, J. (2013). Factors moderating the impact of word of mouth for TV and film broadcasts. Australasian marketing journal, 21(1), 25-29.
DOI
2011 Romaniuk, J., Nguyen, C., & East, R. (2011). The accuracy of self-reported probabilities of giving recommendations. International journal of market research, 53(4), 507-521.
DOI

Year Citation
2017 Azzurro, A. M., Lockshin, L., Sharp, B., Nguyen, C., & Bogomolova, S. (2017). Factors influencing retailers' decision to stock wine: Brand or region?. In Academy of Wine Business Research (pp. 1). US.
2016 Dickson, V., Tanusondjaja, A., & Nguyen, C. (2016). Should marketers advertise in a targeted magazine or television program? Comparing user profiles across competing media vehicles. In D. Fortin, & L. K. Ozanne (Eds.), Marketing in a post-disciplinary Era ANZMAC 2016 (pp. 529-538). NZ: University of Canterbury.
2011 Major, J., Romaniuk, J., & Nguyen, C. (2011). Word of mouth for movies: examining content and valence. In Australian & New Zealand Marketing Academy Conference 2011 proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-7). Australia: ANZMAC.
2011 Nguyen, C., & Romaniuk, J. (2011). What stimulates word of mouth? Finding the conversation-worthy elements in a TV show. In Australian & New Zealand Marketing Academy Conference 2011 proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-9). Australia: ANZMAC.
2010 Nguyen, C., Romaniuk, J., & East, R. (2010). Understanding self-reported probabilities of giving word of mouth. In Proceedings of the 39th EMAC conference (pp. 1-9). Copenhagen: EMAC.
2010 Nguyen, C., & Romaniuk, J. (2010). The accuracy in word of mouth valence classification: coder versus respondents. In P. Ballantine, & J. Finsterwalder (Eds.), Australian and New Zealand Marketing Academy Conference proceedings: Doing more with less (pp. 1-8). Christchurch, New Zealand: ANZMAC.
2009 Nguyen, C., & Romaniuk, J. (2009). Sought and unsought word-of-mouth in the entertainment industry. In D. Tojib (Ed.), ANZMAC 2009 conference proceedings: sustainable management and marketing (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.
2009 Nguyen, C., & Romaniuk, J. (2009). The relationship between positive and negative word-of-mouth and the success of new season television programs. In D. Tojib (Ed.), ANZMAC 2009 conference proceedings: Sustainable management and marketing. Melbourne, Australia: Australian and New Zealand.

  • Exxon Mobil - DA - Repeat Measurement of Distinctive Assets for Mobil 1 Oil, North America Wave 3, ExxonMobil Fuels & Lubricants Company, 25/07/2025 - 30/06/2026

  • Exxon Mobil - DA - Repeat Measurement of Distinctive Assets for Mobil 1 Motor Oil in North America, ExxonMobil Fuels & Lubricants Company, 01/10/2023 - 31/03/2024

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