Tue Trinh

APrf Tue Trinh

Associate Professor

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Dr. Giang Trinh is Associate Professor at UniSA Business and Senior Marketing Scientist at the Ehrenberg-Bass Institute, the world's largest centre for research into marketing. As Associate Proferssor, Giang leads teaching both undergraduate and postgraduate courses in marketing analytics while as Senior Marketing Scientist, he conducts and leads academic and commercial research projects as well as supervises Masters and PhD research students. Giang has been a Visiting Scholar at Tuck School of Business, Dartmouth College, USA.
Giang holds a Bachelor of Economics (International), a Masters of Business (Research), and a PhD (Marketing). His current research focuses on quantitative method development and applications in the areas of consumer purchasing behaviour, brand competition, market structure, price promotion, advertising and sales relationship, and new product launch. Giang's work can be found in Marketing Letters, European Journal of Marketing, Journal of Business Research, Journal of Advertising Research, Journal of Retailing and Consumer Services, International Business Review, International Journal of Market Research, Journal of Marketing Management, Journal of Business and Industrial Marketing, Journal of Product and Brand Management, Journal of Brand Management, Journal of Consumer Behaviour, Australasian Journal of Marketing, and Journal of Marketing Analytics.
Giang has engaged local and international industry through commercial research projects and has been co-chief investigator for many projects funded by leading corporations all over the world including Cocacola, P&G, Unilever, Colgate, Mars, Highland Distillers, Wrigley, Pepsi, DE Master Blenders, Lion, Red Bull, Coles, Groupe SEB.
Giang has been awarded International Journal of Market Research Best Paper, UniSA Business Top Mid-Career Teacher Award and UniSA Business Top Mid-Career Researcher Award.

Best paper award, International Journal of Market Research 2023

Best paper finalist, International Journal of Market Research 2024

Best paper finalist, Journal of Advertising Research x 2 2023

UniSA Business Staff Excellence Awards: Top Mid-Career Researcher (2021); Research Commendation for Early Career Researcher (2016), Research Commendation for Early Career Researcher (2015).

Best paper prize in E-Marketing and Digital Marketing track, Academy of Marketing Conference 2019 

UniSA ECR Travel and Networking Award (2017)

Year Citation
2025 Ward, E., Beal, V., Dawes, J., Trinh, G., & Romaniuk, J. (2025). Keeping it in the family: measures and drivers of portfolio brand cohesion. Journal Of Brand Management, online(2), 1-14.
DOI
2025 Ward, E., Trinh, G., Beal, V., Dawes, J., & Romaniuk, J. (2025). Standing out while fitting in: an objective measure of visual branding cohesion across a product portfolio. International Journal Of Market Research, 67(1), 53-76.
DOI Scopus1 WoS2
2025 Trinh, G., Dawes, J., & Sharp, B. (2025). Predicting transitions in alcohol buying behaviour. Journal of Marketing Management, 41(7-8), 599-620.
DOI Scopus2 WoS2
2025 Dunn, S., Nenycz Thiel, M., Graham, C., Dawes, J., Danenberg, N., Tanusondjaja, A., . . . McColl, B. (2025). How categories grow: the behavioural drivers of revenue growth. Journal of Business Research, 195(115385), 1-12.
DOI Scopus2 WoS2
2025 Trinh, G. T. (2025). Variety-seeking and time of day: a replication. Marketing Letters, online(4), 1-12.
DOI
2024 Trinh, G. T., Dawes, J., & Sharp, B. (2024). Where is the brand growth potential? an examination of buyer groups. Marketing Letters, 35(1), 95-106.
DOI Scopus14 WoS14
2024 Hossain, A., Anesbury, Z. W., Driesener, C., & Trinh, G. (2024). Valuing the contribution of ultra-light buyers. Journal of Consumer Behaviour, 23(2), 875-887.
DOI Scopus7 WoS7
2024 Ward, E., Romaniuk, J., Trinh, G., Dawes, J., & Beal, V. (2024). How to signal product variety on pack: an investigation of color and image cues. International Journal of Market Research, 66(1), 46-72.
DOI Scopus13 WoS9
2024 Jeffery, T., Hirche, M., Faulkner, M., Page, B., Trinh, G., Bruwer, J., & Lockshin, L. (2024). Branding consistency across product portfolios in the wine industry. International Journal of Wine Business Research, 36(4), 473-488.
DOI Scopus1 WoS1
2024 Hirche, M., Volckner, F., Trinh, G., & Gobl, S. (2024). Modeling total distribution velocity. Journal of Marketing Analytics, online(4), 1-33.
DOI Scopus1
2023 Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer. Journal of Advertising Research, 63(2), 172-184.
DOI Scopus4 WoS7
2023 Phua, P., Page, B., Trinh, G., Hartnett, N., & Kennedy, R. (2023). Does childhood exposure to a brand improve brand name recognition?. Journal of Advertising Research, 63(4), 370-383.
DOI Scopus4 WoS7
2023 Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: the interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75(103532), 1-11.
DOI Scopus20
2023 Williams, J., Hartnett, N., & Trinh, G. (2023). Finding creative drivers of advertising effectiveness with modern data analysis. International Journal of Market Research, 65(4), 423-447.
DOI Scopus11 WoS5
2022 Trinh, G., Dawes, J., Wright, M. J., Danenberg, N., & Sharp, B. (2022). Extended conditional trend analysis: predicting triple period buyer flows with a tri-variate NBD model. Journal of Consumer Behaviour, 21(1), 92-101.
DOI Scopus3 WoS4
2022 Trinh, G., & Wright, M. J. (2022). Predicting future consumer purchases in grocery retailing with the condensed Poisson lognormal model. Journal of Retailing and Consumer Services, 64(102809), 1-8.
DOI Scopus5
2022 Dawes, J., Graham, C., Trinh, G., & Sharp, B. (2022). The unbearable lightness of buying. Journal of Marketing Management, 38(7-8), 683-708.
DOI
2022 Anesbury, Z. W., Stocchi, L., & Trinh, G. (2022). Honouring Gerald Goodhardt (1930-2020). Journal of Consumer Behaviour, 21(1), 3-6.
DOI
2022 Chowdhury, S., Barker, A., Trinh, G., & Lockshin, L. (2022). Using the Dirichlet model to predict how fashion brands compete and grow on eBay. Journal of Consumer Behaviour, 21(1), 63-79.
DOI Scopus6 WoS6
2022 Santoso, I., Wright, M. J., Trinh, G., & Avis, M. (2022). Mind the attention gap: how does digital advertising impact choice under low attention?. European Journal of Marketing, 56(2), 442-466.
DOI Scopus20 WoS13
2021 Dawes, J. G., Graham, C., & Trinh, G. (2021). The long-term erosion of repeat-purchase loyalty. European Journal of Marketing, 55(3), 763-789.
DOI Scopus26 WoS21
2020 Santoso, I., Wright, M., Trinh, G., & Avis, M. (2020). Is digital advertising effective under conditions of low attention?. Journal of Marketing Management, 36(17-18), 1707-1730.
DOI Scopus38 WoS31
2020 Trinh, G., Khan, H., & Lockshin, L. (2020). Purchasing behaviour of ethnicities: are they different?. International business review, 29(4, article no. 101519), 1-7.
DOI Scopus17 WoS12
2020 Phua, P., Kennedy, R., Trinh, G., Page, B., & Hartnett, N. (2020). Examining older consumers' loyalty towards older brands in grocery retailing. Journal of retailing and consumer services, 52(101893), 1-7.
DOI Scopus39 WoS28
2020 Martin, J., Nenycz Thiel, M., Dawes, J., Tanusondjaja, A., Cohen, J., McColl, B., & Trinh, G. (2020). Fundamental basket size patterns and their relation to retailer performance. Journal of Retailing and Consumer Services, 54(102032), 1-12.
DOI Scopus22 WoS19
2020 Trinh, G., & Dawes, J. (2020). A comparison of brand loyalty between on the go and take-home consumption purchases. Journal of Retailing and Consumer Services, 53(101968), 1-8.
DOI Scopus15 WoS13
2019 Page, B., Trinh, G., & Bogomolova, S. (2019). Comparing two supermarket layouts: the effect of a middle aisle on basket size, spend, trip duration and endcap use. Journal of retailing and consumer services, 47, 49-56.
DOI Scopus32 WoS29
2019 Trinh, G., Corsi, A., & Lockshin, L. (2019). How country of origins of food products compete and grow. Journal of Retailing and Consumer Services, 49, 231-241.
DOI Scopus27 WoS25
2018 Trinh, G. T. (2018). The attendance at sporting events: a generalized theory and its implications. International journal of market research, 60(3), 232-237.
DOI Scopus13
2017 Scriven, J., Clemente, M., Dawes, J., Trinh, G., & Sharp, B. (2017). Buying brands at both regular price and on promotion over time. Australasian marketing journal, 25(4), 252-260.
DOI Scopus10 WoS10
2017 Pare, V., Trinh, G., & Wright, M. (2017). Empirical regularities in average price paid across different types of households. Australasian marketing journal, 25(4), 269-277.
DOI
2017 Trinh, G. T., Anesbury, Z. W., & Driesener, C. (2017). Has behavioural loyalty to online supermarkets declined?. Australasian marketing journal, 25(4), 326-333.
DOI Scopus24 WoS19
2017 Sorensen, H., Bogomolova, S., Anderson, K., Trinh, G., Sharp, A., Kennedy, R., . . . Wright, M. (2017). Fundamental patterns of in-store shopper behaviour. Journal of retailing and consumer services, 37, 182-194.
DOI Scopus96 WoS77
2016 Trinh, G., Romaniuk, J., & Tanusondjaja, A. (2016). Benchmarking buyer behavior towards new brands. Marketing letters, 27(4), 743-752.
DOI Scopus24 WoS22
2016 Trinh, G., & Lam, D. (2016). Understanding the attendance at cultural venues and events with stochastic preference models. Journal of business research, 69(9), 3538-3544.
DOI Scopus31
2016 Tanusondjaja, A., Trinh, G., & Romaniuk, J. (2016). Exploring the past behaviour of new brand buyers. International journal of market research, 58(5), 733-748.
DOI Scopus15 WoS14
2016 Wilkinson, J., Trinh, G., Lee, R., & Brown, N. (2016). Can the negative binomial distribution predict industrial purchases?. Journal of business and industrial marketing, 31(4), 543-552.
DOI Scopus13 WoS10
2015 Trinh, G. (2015). A stochastic model of consideration set sizes. Journal of consumer behaviour, 14(3), 158-164.
DOI Scopus4
2015 Trinh, G. T., & Anesbury, Z. W. (2015). An investigation of variation in brand growth and decline across categories. International journal of market research, 57(3), 347-356.
DOI Scopus19 WoS19
2015 Bogomolova, S., Dunn, S., Trinh, G., Taylor, J., & Volpe, R. (2015). Price promotion landscape in the US and UK: depicting retail practice to inform future research agenda. Journal of retailing and consumer services, 25, 1-11.
DOI Scopus49 WoS44
2014 Trinh, G. T. (2014). Predicting variation in repertoire size with the NBD model. Australasian marketing journal, 22(2), 111-116.
DOI Scopus18
2014 Trinh, G., Rungie, C., Wright, M., Driesener, C., & Dawes, J. (2014). Predicting future purchases with the Poisson log-normal model. Marketing letters, 25(2), 219-234.
DOI Scopus25 WoS21
2014 Trinh, G., Wright, M., & Stern, P. (2014). The relationship between household life cycle and brand loyalty. Advances in consumer research, 42, 387-391.
2009 Trinh, G. T., Dawes, J. G., & Lockshin, L. S. (2009). Do product variants appeal to different segments of buyers within a category?. The journal of product and brand management, 18(2), 95-105.
DOI Scopus15 WoS14

Year Citation
2015 Nenycz Thiel, M., & Trinh, G. (2015). Loyalty to private labels/national brands and prices paid: are highly loyal customers paying more?. In F. J. Mart­ínez-López, J. C. Abad, & R. Sethuraman (Eds.), Advances in national brand and private label marketing (pp. 185-192). Switzerland: Springer.
DOI Scopus1 WoS1
2012 Trinh, G., Pare, V., & Wright, M. (2012). The relationship between household life cycle and purchasing price. In Australian and New Zealand Marketing Academy 2012 (pp. 1-6). Adelaide, South Australia: Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University.
2012 Trinh, G., Dunn, S., & Bogomolova, S. (2012). Prevalence and nature of price promotions in UK supermarkets. In Australian and New Zealand Marketing Academy Conference 2012 Proceedings (pp. 1-7). Australia: ANZMAC.
2012 Trinh, G. (2012). Do changes in sales promotion affect long-term market share?. In Australian and New Zealand Marketing Academy Conference 2012 (pp. 1-5). Adelaide, South Australia: Australia and New Zealand Marketing Academy.
2011 Chrysochou, P., Lockshin, L., Habenschuss, S., & Trinh, G. (2011). Does behaviour of heavy and light wine buyers differ?. In Proceedings of the International Conference of the Academy of Wine Business Research: The Faces of Wine Sustainability (pp. 1-8). France: Academy of Wine Business Research.
2011 Nenycz Thiel, M., & Trinh, G. (2011). The relationship between purchasing price and loyalty to national brands and private labels. In The Academy of Marketing Conference 2011 AM2011 (pp. 1-8). UK: Academy of Marketing.
2009 Trinh, G. T. (2009). Do older consumers differ from younger consumers in their attitudes, information sources and store choice in the Australian clothing retail market?. In T. Tojib, & D. Dewi (Eds.), Australian and New Zealand Marketing Academy Conference Proceedings: ANZMAC (pp. 1-8). Australia: ANZMAC.
2008 Trinh, G. T., Dawes, J. G., & Lockshin, L. S. (2008). Pack-size segmentation - an examination at the individual level using a person-situation variable. In S. Spanjaard, & D. Daniela (Eds.), Australian and New Zealand marketing academy conference ANZMAC 2008. Marketing: shifting the focus from mainstream to offbeat. Australia: ANZMAC.

Year Citation
2018 Trinh, G. (2018). A comparison of brand loyalty between on-the-go and take-home consumption purchases: an abstract. Poster session presented at the meeting of Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. Switzerland: Springer.
DOI
2018 Bond, A., Kennedy, R., Hartnett, N., Driesener, C., Trinh, G., Sharp, A., & Bellman, S. (2018). Effective audio branding in video advertising. Poster session presented at the meeting of Connect. Engage. Transform. Anzmac 2018: Conference Proceedings. Australia: University of Adelaide.
2017 Trinh, G. (2017). Has loyalty to online grocery retailers declined? An abstract. Poster session presented at the meeting of Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress. Switzerland: Springer.
DOI
2017 Phua, P., Kennedy, R., Trinh, G., Hartnett, N., & Page, B. (2017). Age of acquisition effects in brand names. Poster session presented at the meeting of ANZMAC 2017 Conference Proceedings. Australia: ANZMAC.
2016 Phua, P., Kennedy, R., Trinh, G., Hartnett, N., & Page, B. (2016). Older consumers and long-established brands: exploring the whys on their brand choices. Poster session presented at the meeting of Marketing in a Post-Disciplinary Era: ANZMAC 2016: Proceeding. New Zealand: University of Canterbury.
2016 Trinh, G. (2016). Stochastic nature of attending behavior at sporting events: a structured abstract. Poster session presented at the meeting of Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference. Denver, USA: Springer International Publishing.
DOI

Courses I teach

  • MARK 5064 Advanced Marketing Analytics (2025)
  • MARK 2010 Marketing Analytics (2024)
  • MARK 5064 Advanced Marketing Analytics (2024)

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Where is the long-term brand growth potential? Doctor of Philosophy Doctorate Full Time Ms Yasmeen Alfaris
2025 Co-Supervisor Prevalence and Contribution of Ultra-Light Category Buyers vs Category Buyers Master of Research (Marketing) Master Full Time Ms Andrea Wong
2025 Co-Supervisor 390 - Ehrenberg Bass Institute Research Degree - 2024 Master of Research (Marketing) Master Full Time Miss Nadia Lerner
2025 Co-Supervisor Unpacking the packs: How pack sizes compete and who do they appeal to? Master of Research (Marketing) Master Full Time Ms Ashlyn Kernot
2025 Co-Supervisor Unpacking the packs: How pack sizes compete and who do they appeal to? Master of Philosophy Master Full Time Ms Ashlyn Kernot
2024 Principal Supervisor How market-leading brands grow Master of Research (Marketing) Master Full Time Mrs Mikhaila Pritchard

Date Role Research Topic Program Degree Type Student Load Student Name
2021 - 2023 Co-Supervisor Where does the bucket leak the most? Are light buyers more vulnerable? Master of Research (Marketing) Master Full Time Mr Edward Smith
2021 - 2023 Co-Supervisor A replication and extension of unbearable lightness of buying Master of Research (Marketing) Master Full Time Mrs Afsana Hossain
2021 - 2025 Co-Supervisor Examining heterogeneous effect of price promotion on consumer buying behaviour with causal machine learning Doctor of Philosophy Doctorate Full Time Mr Md Jakir Talukder
2020 - 2024 Principal Supervisor An examination into the long-term characteristics of market share non-stationarity      Doctor of Philosophy Doctorate Full Time Mr Chowdhury Shamim
2018 - 2021 Co-Supervisor Sisters, not twins: an investigation of visual brand identity cohesion across a product portfolio Doctor of Philosophy Doctorate Full Time Miss Ella Ward
2018 - 2022 Principal Supervisor Out of sight... What happens to brand share, penetration, and loyalty when advertising stops?  Doctor of Philosophy Doctorate Full Time Miss Peilin Phua
2018 - 2020 Principal Supervisor Benchmarking branding practices in the Australian wine industry Master of Business Master Full Time Miss Tayla Jeffery
2017 - 2019 Co-Supervisor More than meets the eye. Audio branding tactics and advertising memory Master of Business Master Full Time Miss Allison Bond
2015 - 2018 Co-Supervisor How does childhood brand exposure influence buying behaviour and brand recognition in adulthood? Master of Business Master Full Time Miss Peilin Phua
2015 - 2016 Co-Supervisor Do commercial brand equity metrics provide useful information? Master of Business Master Full Time Miss Taylah Andrews
2014 - 2018 Co-Supervisor The impact of shelf space on brand choice: an experiment comparing store brands and national brands Doctor of Philosophy Doctorate Full Time Ms Anh Kieu Nguyen
2014 - 2016 Co-Supervisor What's the category got to do with it: investigation of retailer performance at the category level in the UK market Master of Business Master Full Time Mr John Robinson

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