Associate Professor Giang Trinh

Senior Marketing Scientist

Giang’s 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, new product launch and distribution. 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 Consumer Behaviour and Australasian Journal of Marketing.

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.

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.

Academic Publications

AA Koshksaray, S Quach, G Trinh, SB Keivani, P Thaichon (2023), Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure, Journal of Retailing and Consumer Services 75, 103532

E Ward, J Romaniuk, G Trinh, J Dawes, V Beal (2023), How to signal product variety on pack: an investigation of color and image cues, International Journal of Market Research, 14707853231201852

GT Trinh, J Dawes, B Sharp (2023), Where is the brand growth potential? An examination of buyer groups, Marketing Letters, 1-12

P Phua, N Hartnett, V Beal, G Trinh, R Kennedy (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

A Hossain, ZW Anesbury, C Driesener, G Trinh (2023), Valuing the contribution of ultra‐light buyers, Journal of Consumer Behaviour

J Williams, N Hartnett, G Trinh (2022), Finding creative drivers of advertising effectiveness with modern data analysis, International Journal of Market Research, 14707853221134258

S Chowdhury, A Barker, G Trinh, L Lockshin (2022), Using the Dirichlet model to predict how fashion brands compete and grow on eBay, Journal of Consumer Behaviour 21 (1), 63-79

G Trinh, MJ Wright (2022), Predicting future consumer purchases in grocery retailing with the condensed Poisson lognormal model, Journal of Retailing and Consumer Services 64, 102809

G Trinh, J Dawes, MJ Wright, N Danenberg, B Sharp (2022), Extended conditional trend analysis: Predicting triple period buyer flows with a tri‐variate NBD model, Journal of Consumer Behaviour 21 (1), 92-101

I Santoso, MJ Wright, G Trinh, M Avis (2021), Mind the attention gap: how does digital advertising impact choice under low attention?, European Journal of Marketing

ZW Anesbury, L Stocchi, G Trinh (2021), Honouring Gerald Goodhardt (1930–2020), Journal of Consumer Behaviour

J Dawes, C Graham, G Trinh, B Sharp (2021), The unbearable lightness of buying, Journal of Marketing Management, 1-26

I Santoso, M Wright, G Trinh, M Avis (2021), Is digital advertising effective under conditions of low attention?, Journal of Marketing Management 36 (17-18), 1707-1730

JG Dawes, C Graham, G Trinh (2020), The long-term erosion of repeat-purchase loyalty, European Journal of Marketing

G Trinh, H Khan, L Lockshin (2020), Purchasing behaviour of ethnicities: Are they different?, International Business Review 29 (4), 101519

J Martin, M Nenycz-Thiel, J Dawes, A Tanusondjaja, J Cohen, B McColl (2020), Fundamental basket size patterns and their relation to retailer performance, Journal of Retailing and Consumer Services 54, 102032

G Trinh, J Dawes (2020), A comparison of brand loyalty between on the go and take-home consumption purchases, Journal of Retailing and Consumer Services 53, 101968

P Phua, R Kennedy, G Trinh, B Page, N Hartnett (2020), Examining older consumers’ loyalty towards older brands in grocery retailing, Journal of Retailing and Consumer Services 52, 101893

G Trinh, A Corsi, L Lockshin (2019), How country of origins of food products compete and grow, Journal of Retailing and Consumer Services 49, 231-241

B Page, G Trinh, S Bogomolova (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

M Nenycz-Thiel, B McColl, J Dawes, G Trinh, C Graham (2019), Predicting Category Growth from Quarterly Penetration

GT Trinh (2018), The attendance at sporting events: A generalized theory and its implications, International Journal of Market Research 60 (3), 232-237

V Pare, G Trinh, M Wright (2017), Empirical regularities in average price paid across different types of households, Australasian Marketing Journal (AMJ) 25 (4), 269-277

GT Trinh, ZW Anesbury, C Driesener (2017), Has behavioural loyalty to online supermarkets declined?, Australasian Marketing Journal 25 (4), 326-333

J Scriven, M Clemente, J Dawes, G Trinh, B Sharp (2017), Buying brands at both regular price and on promotion over time, Australasian Marketing Journal (AMJ) 25 (4), 252-260+

J Dawes, G Trinh (2017), Category and Brand Purchase Rates (Still) Follow the NBD Distribution, Available at SSRN 3042332

H Sorensen, S Bogomolova, K Anderson, G Trinh, A Sharp, R Kennedy (2017), Fundamental patterns of in-store shopper behavior, Journal of Retailing and Consumer Services 37, 182-194

G Trinh, AM Corsi, L Lockshin (2017), How country of origins compete and grow, Acad. Wine Bus. Res, 1-8

G Trinh, J Romaniuk, A Tanusondjaja (2016), Benchmarking buyer behavior towards new brands, Marketing Letters 27, 743-752

G Trinh, D Lam (2016), Understanding the attendance at cultural venues and events with stochastic preference models, Journal of Business Research 69 (9), 3538-3544

A Tanusondjaja, G Trinh, J Romaniuk (2016), Exploring the past behaviour of new brand buyers, International Journal of Market Research 58 (5), 733-747

JW Wilkinson, G Trinh, R Lee, N Brown (2016), Can the negative binomial distribution predict industrial purchases?, Journal of Business & Industrial Marketing 31 (4), 543-552

Bogomolova, S., Dunn, S., Trinh, G., Taylor, T. and 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 Volume 25, Pages 1–11

Trinh, G. and Anesbury, Z. (2015). “An investigation in brand growth and decline across categories”, International Journal of Market Research, Vol. 57 No. 3, p.347–35

Trinh, G. (2014), ‘A stochastic model of consideration set sizes’ (2015), Journal of Consumer Behaviour. Volume 14, Issue 3, pages 158–164

Trinh, G., Rungie, C., Wright, M., Driesener, C. and Dawes, J. (2014).‘Predicting future purchases with the Poisson lognormal model’, Marketing Letters. Vol. 25, Issue 2, pp. 219-234.

Trinh, G., Wright, M. and Stern, P. (2014). “The Relationship Between Household Life Cycle and Brand Loyalty”, in NA – Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 387-391.

Trinh, G. (2014). ‘Predicting variation in repertoire size with the NBD model’, Australasian Marketing Journal. Volume 22, Issue 2, May 2014, Pages 111–116

Trinh, G., Dawes, J. and Lockshin, L. (2009). ‘Do product variants appeal to different segments of buyers within a category’, Journal of Product and Brand Management. Vol. 18, Issue. 2, pp. 95-105.


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