Hai-Anh Tran
    • United Kingdom

    Accepting PhD Students

    PhD projects

    Service Marketing Management; Branding; Consumer Behavior; eWOM; Online reviews

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    Personal profile

    Contact Details

    Email: tranh1@aston.ac.uk

    Telephone: +44 (0) 121 204 4866

    Room: ABS 429

    Research Interests

    Hai-Anh Tran's expertise lies in the field of service marketing, consumer behaviour, and electronic word of mouth. Overall, she aims to understand how consumers’ mental processes impact managerially relevant outcomes such as financial performance by combining experimental methods, text-mining, and statistical modelling. So far, she has mainly looked at the expression of customer cognitive process (e.g., rumination) in online reviews and its effect on firm performance. Her other research interests include brand communication (e.g., brand tone of voice) and corporate social responsibility. 



    Ph.D. University of East Anglia, UK, Dec 2020

    M.Sc. Coventry University, UK, Sept 2015

    B.A. Southern Cross University, Australia, Nov 2011


    Lecturer in Marketing, Aston University, UK, Aug 2020 - Present

    Associate Tutor, Norwich Business School, UK, Dec 2017 - Dec 2019

    Lecturer in Marketing, Banking Academy, Vietnam, Sept 2012 -Sept  2014

    Membership of Professional Bodies

    American Marketing Association

    European Marketing Academy

    Associate Fellowship of the Higher Education Academy (HEA)

    Teaching Activity

    Services Marketing (BSc)

    Consumer Behaviour (MSc)

    Strategic Brand Management (MSc)

    PhD Supervision

    Research related to service experience management

    Research related to consumer cognition

    Research related to online reviews and management response

    Research related to brand communication

    Funding Applications and Awards

    British Academy Small Research Grant (2021-2022; £ 9,951)

    Aston RKE Pump Priming Fund (2021-2022; £ 11,418)

    Regional Studies Association Small Grant on Pandemic (2021-2022; £3,900)

    ACR Doctoral Student Research Grant (2020-2021)


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