Thi Thanh Huong TRAN is an Assistant Professor of Marketing at Leonard de Vinci Business School (EMLV) in Paris, La Défense. She earned her PhD in Management Science from the University of Lille, France. Prior to getting a PhD, she obtained M.S. in Electronic Commerce from the University of Waikato, New Zealand and B.S. in Commerce from the Danang University of Economics in Vietnam. Her research interests include Eco-Innovation, New Product Designs, Green Marketing, Ethical Consumption, and Cross-Cultural Consumer Behaviors. Her research work has been published in top-tier journals (e.g., Journal of Product Innovation Management, Journal of International Marketing, European Journal of Marketing, International Journal of Bank Marketing, and Journal of Manufacturing Technology Management). She is also an active member of the American Marketing Association and the Product Development and Management Association.
Thi Thanh Huong Tran; Kate Robinson; Nicholas Paparoidamis
Sharing with perfect strangers: The effects of self-disclosure on consumers' trust, risk perception, and behavioral intention in the sharing economy Article de journal
Dans: Journal Of Business Research, vol. 144, no. May 2022, p. 1-16, 2022.
@article{tran_1771,
title = {Sharing with perfect strangers: The effects of self-disclosure on consumers' trust, risk perception, and behavioral intention in the sharing economy},
author = {Thi Thanh Huong Tran and Kate Robinson and Nicholas Paparoidamis},
url = {https://www.sciencedirect.com/science/article/pii/S0148296322000935?dgcid=author},
year = {2022},
date = {2022-05-01},
journal = {Journal Of Business Research},
volume = {144},
number = {May 2022},
pages = {1-16},
abstract = {The transactional and disposable nature of liquid consumption has placed trust as the lifeblood of sharing economy service innovation, enabling billions of strangers across the globe to connect and share in the face of transaction risks. However, managers and service providers may not realize that self-disclosure acts as a basis to build trust and mitigate risk in the sharing economy. In four studies across different nations, we demonstrate that service providers' self-disclosure not only generates consumer trust but also reduces their risk perception, which subsequently encourages legitimate transactions on sharing platforms. The findings reveal that when consumers and service providers are objectively similar, consumers do not pay much attention to service providers' disclosed information. Conversely, in the case of objective dissimilarity, consumers are more attentive to personal and intimate information shared by service providers. Consumer self-esteem plays differential moderating roles in the link between service providers' self-disclosure and consumer responses.},
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Thi Thanh Huong Tran; Nicholas Paparoidamis
Taking a closer look: reasserting the role of self-accountability in ethical consumption Article de journal
Dans: Journal Of Business Research, vol. 126, p. 542-555, 2021.
@article{tran_1076,
title = {Taking a closer look: reasserting the role of self-accountability in ethical consumption},
author = {Thi Thanh Huong Tran and Nicholas Paparoidamis},
url = {https://www.sciencedirect.com/science/article/abs/pii/S0148296319307623},
year = {2021},
date = {2021-03-01},
journal = {Journal Of Business Research},
volume = {126},
pages = {542-555},
abstract = {x},
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Thi Thanh Huong Tran; Nicholas Paparoidamis
Eco-Innovations in Global Markets: The Effect of Ecological (In)Congruence on Consumers' Adoption Intentions Article de journal
Dans: Journal Of International Marketing, vol. 28, no. 3, p. 64-83, 2020.
@article{tran_1193,
title = {Eco-Innovations in Global Markets: The Effect of Ecological (In)Congruence on Consumers' Adoption Intentions},
author = {Thi Thanh Huong Tran and Nicholas Paparoidamis},
url = {https://journals.sagepub.com/eprint/MAKIMS7SVMSKY2SVHQX3/full},
year = {2020},
date = {2020-09-01},
journal = {Journal Of International Marketing},
volume = {28},
number = {3},
pages = {64-83},
abstract = {Eco-innovations are increasingly manufactured and consumed across national borders. Although global outsourcing can be financially profitable, it is questionable whether consumers respond to eco-innovations manufactured in different countries in the same way. This article introduces the ecological country-of-manufacture (COM) concept, which reflects consumers' perception of a country's commitment to sustainable development policy and practices. Drawing on schema theory, the current research examines how consumer reactions to ?ecological (in)congruence??when the sustainability reputation of a COM is a (mis)match with product eco-friendliness levels?vary across product categories (Study 1a), consumption contexts (Study 1b), and national settings (Study 2). Consumers report more preferential evaluations when there is ecological incongruence for privately consumed products and ecological congruence for publicly consumed products. The results also demonstrate the differential moderating effects of socioeconomic development factors and cultural dimensions. In emerging markets with highly embedded, hierarchical, and high-harmony cultures, consumers require ecological congruence to justify their adoption decisions, whereas in developed markets with highly autonomous, egalitarian, and high-mastery cultures, consumers are more likely to adopt eco-innovations that are ecologically incongruent.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran; Leonidas C. Leonidou; Athina Zeriti
Being innovative while being green: an experimental inquiry into how consumers respond to eco-innovative product designs Article de journal
Dans: Journal Of Product Innovation Management, vol. 36, no. 6, p. 824-847, 2019.
@article{paparoidamis_993,
title = {Being innovative while being green: an experimental inquiry into how consumers respond to eco-innovative product designs},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran and Leonidas C. Leonidou and Athina Zeriti},
url = {https://onlinelibrary.wiley.com/doi/full/10.1111/jpim.12509},
year = {2019},
date = {2019-10-06},
journal = {Journal Of Product Innovation Management},
volume = {36},
number = {6},
pages = {824-847},
abstract = {Eco-innovations are an effective way for companies to strategically align themselves with customers' growing environmental concerns. Despite their crucial role, scant research has focused on eco-innovative product designs. Drawing from the sustainability and innovation literature, this article proposes that in the design of an eco-innovation, its degree of innovativeness, level of eco-friendliness, and detachability significantly affect consumers' adoption intentions. This article develops various conceptual models tested through three independent online experiments with U.S. consumers. The findings support the hypotheses and provide useful insights into the underlying mechanisms of how and why consumers respond to eco-innovative product designs across various high-tech product categories. Specifically, the results show (1) a positive effect of innovativeness degrees of eco-innovative attributes on consumers' perceptions of product eco-friendliness and on their adoption intentions as well as a significant moderating role of consumers' need for cognition (Study 1); (2) a positive influence of eco-friendliness levels of eco-innovative attributes on consumer adoption intentions in the case of high-complexity products but not for low-complexity products, emphasizing the need to adopt different approaches when developing eco-innovations to ensure favorable consumer reactions (Study 2); and (3) a significant impact of the detachability of eco-innovative attributes on consumers' perceptions of trade-offs between environmental benefits and product functionality and on their intentions to adopt eco-innovations (Study 3). These findings add to existing theoretical knowledge, provide actionable managerial implications, and identify fruitful avenues for future research.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran
Making the world a better place by making better products: Eco-friendly consumer innovativeness and the adoption of eco-innovations Article de journal
Dans: European Journal Of Marketing, vol. 53, no. 8, p. 1546-1584, 2019.
@article{paparoidamis_865,
title = {Making the world a better place by making better products: Eco-friendly consumer innovativeness and the adoption of eco-innovations},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran},
url = {https://www.emerald.com/insight/content/doi/10.1108/EJM-11-2017-0888/full/html},
year = {2019},
date = {2019-08-01},
journal = {European Journal Of Marketing},
volume = {53},
number = {8},
pages = {1546-1584},
abstract = {urpose This paper aims to examine whether consumers respond differently to different types of eco-innovations and to explore how and under what conditions eco-friendly consumer innovativeness (ECI) impacts consumers' perception and adoption intentions. Design/methodology/approach Two online experiments with real consumers in the USA were conducted to test the hypothesized relationships. Two eco-innovation products were examined: a connected vacuum cleaner (Study 1) and an innovative smartphone (Study 2). Findings First, consumers tend to express more positive product beliefs, higher preferences and stronger adoption intentions toward resource use elimination innovations compared with the other types of eco-innovations across two product categories. Although consumers are not willing to pay more, they would adjust their payment equity by increasing consumption levels for resource use elimination innovations. Second, this research demonstrates ECI affects adoption intentions via formulating consumer perceptions of product eco-friendliness. Perceived trade-offs between eco-friendly benefits and product effectiveness strengthens the positive effect of ECI while weakening the impact of perceived product eco-friendliness on adoption intentions. Research limitations/implications Future studies may validate and extend the results for marketing communication to different types of eco-friendly innovative consumers to determine which marketing messages best match the perceptions and preferences of certain eco-friendly innovative consumers. Practical implications This study offers useful insights for strategic research-and-development investment and decision-making processes in selecting the best-suited approaches to developing eco-innovations and maximizing their success in the commercialization phase. Specifically, firms should place greater emphasis on resource use elimination innovation, which could evoke more positive consumer responses than resource use efficiency innovations and resource use substitution innovations. Moreover, it is important to improve the segmentation of the early adopters in the eco-innovation market with respect to specific types of eco-innovations so that marketers can distinctively address eco-friendly innovative consumers that best fit the potential user profile of their products. Originality/value The current research is novel as neither an empirically nor a theoretically founded framework has been suggested to examine how and why consumers respond differently to different types of eco-innovations. The findings shine new lights on eco-innovation research by providing useful insights into the underlying mechanisms and the conditions under which ECI affects consumers' responses.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran; Leonidas C. Leonidou
Building customer loyalty in intercultural service encounters: the role of service employees' cultural intelligence Article de journal
Dans: Journal Of International Marketing, vol. 27, no. 2, p. 56-75, 2019.
@article{paparoidamis_871,
title = {Building customer loyalty in intercultural service encounters: the role of service employees' cultural intelligence},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran and Leonidas C. Leonidou},
url = {https://journals.sagepub.com/doi/full/10.1177/1069031X19837950},
year = {2019},
date = {2019-06-01},
journal = {Journal Of International Marketing},
volume = {27},
number = {2},
pages = {56-75},
abstract = {Intercultural service encounters, in which customers and service employees from different cultures interact, are becoming more common in the market. Despite the importance of such encounters for international marketers, limited research attention has been directed to this area. Drawing on social exchange theory, this study examines how frontline employees' cultural intelligence (CQ) influences customer loyalty outcomes of service quality perceptions. Specifically, the authors propose that the three components of CQ?cognitive, emotional/motivational, and physical?have differential moderating effects on the perceived service quality (PSQ)-customer loyalty link and that these effects vary across two national markets. Data collected with a multirespondent (i.e., frontline service employees and customers) cross-cultural research design indicate that cognitive CQ negatively mitigates the impact of PSQ on customer loyalty in an emerging-market context while emotional/motivational CQ has a positive moderating effect in a mature-market setting. When service employees have high physical CQ, the positive role of PSQ in creating and maintaining customer loyalty is strengthened in both markets. The authors discuss these implications for theory and practice.},
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Thi Thanh Huong Tran; Paul Childerhouse; Eric Deakins
Supply chain information sharing: Challenges and risk mitigation strategies Article de journal
Dans: Journal of Manufacturing Technology Management, vol. 27, no. 8, p. 1102-1126, 2016.
@article{tran_1041,
title = {Supply chain information sharing: Challenges and risk mitigation strategies},
author = {Thi Thanh Huong Tran and Paul Childerhouse and Eric Deakins},
url = {https://www.emerald.com/insight/content/doi/10.1108/JMTM-03-2016-0033/full/html},
year = {2016},
date = {2016-10-03},
journal = {Journal of Manufacturing Technology Management},
volume = {27},
number = {8},
pages = {1102-1126},
abstract = {The purpose of this paper is to investigate how managers perceive risks associated with sharing information with trading partners, and how they attempt to mitigate them. Design/methodology/approach In this exploratory New Zealand study, qualitative research was conducted involving semi-structured interviews with boundary spanning managers who are responsible for inter-organizational interfaces. Multiple case studies in different industries are used to highlight managers' perceptions of risks in data exchange process throughout the supply network, and their underlying reasoning. Findings Managers perceive several types of risks when exchanging information across external supply chain interfaces, and adopt different approaches to handling them. The research also reinforces the vital role played by interpersonal relationships and trust as key enablers of inter-organizational cooperation. Research limitations/implications The findings are based on a small sample of 11 case companies based in a single New Zealand province, thereby potentially restricting generalizability. Future work could usefully extend the sample size in order to investigate the correlations between firm sizes, levels of trust, and degrees of data integration within particular industry sectors. Practical implications The findings will help managers understand and evaluate different types of risks in the data exchange process, and enable them to make better decisions that enhance information sharing and supply chain performance. Originality/value Perceived information sharing risks are peculiar to the individual actors, and as such need to be mitigated through changes to their socially constructed perceptions. This work extends the literature on understanding the various dimensions of inter-organizational information sharing},
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Thi Thanh Huong Tran; J. L. Corner
The impact of communication channels on mobile banking adoption Article de journal
Dans: International Journal Of Bank Marketing, vol. 34, no. 1, p. 78-109, 2016.
@article{tran_1042,
title = {The impact of communication channels on mobile banking adoption},
author = {Thi Thanh Huong Tran and J. L. Corner},
url = {https://www.emerald.com/insight/content/doi/10.1108/IJBM-06-2014-0073/full/html},
year = {2016},
date = {2016-02-01},
journal = {International Journal Of Bank Marketing},
volume = {34},
number = {1},
pages = {78-109},
abstract = {The purpose of this paper is to investigate the distinct effects of different communication channels, particularly interpersonal networks, social media, and mass media on customer beliefs and usage intention in a mobile banking (MB) context. Design/methodology/approach - This study employed a combination of both qualitative and quantitative research approaches with an exploratory sequential research design in two major phases: focus groups; and a large-scale survey among 183 New Zealand young adults. Findings - The most significant influential factor of usage intention was perceived usefulness, followed by perceived credibility and perceived costs. Face-to-face communication with bank staff and close acquaintances was perceived as the most reliable and persuasive sources of banking-related information. Moreover, mass channels were considered to be more important and trustworthy than social media in the MB sector. The research results revealed that the current status of MB diffusion in New Zealand is in the latter stages (Late Majority and Laggards) of the innovation diffusion cycle. Practical implications - In light of the research findings, bank marketers can make the right decisions on marketing actions to promote MB effectively as well as develop appropriate communication policies to speed up the consumer decision process. Researchers and allied industries (e.g. mobile commercial services) could also gain benefits from applying these results to understand the impact of communication channels on consumer perceptions and behaviours towards new technology acceptance. Originality/value - The research outcomes have served to broaden the knowledge into the distinguishing influences of major communication channels on customers' beliefs and intention to adopt new banking services.},
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Thi Thanh Huong Tran; Nicholas Paparoidamis; Maud Van den Broeke
LINKING FLEXIBILITY AND FIRM PERFORMANCE: THE MEDIATING ROLE OF INNOVATION CAPABILITIES Inproceedings
Dans: JPIM Research Forum 2021, Maryland, USA, 2021.
@inproceedings{tran_1562,
title = {LINKING FLEXIBILITY AND FIRM PERFORMANCE: THE MEDIATING ROLE OF INNOVATION CAPABILITIES},
author = {Thi Thanh Huong Tran and Nicholas Paparoidamis and Maud Van den Broeke},
url = {https://www.pdma.org/page/conference-central},
year = {2021},
date = {2021-07-01},
booktitle = {JPIM Research Forum 2021},
address = {Maryland, USA},
abstract = {Flexibility is widely recognized as a valuable competitive tool for firms in today's dynamic and uncertain environment; however, existing research on its impact on firm performance reports mixed and contradictory results, which has prevented scholarly and practical advancement on the topic. Drawing on the resource-based view with a dynamic capability perspective, we develop a conceptual model to investigate the underlying mechanism of the impact of different flexibility dimensions on firm performance. Based on a sample of 200 companies operating in France, we provide empirical evidence that both exploratory and exploitative innovation play a significant and full mediating role in the link between volume and mix flexibility and firm performance whereas only exploratory innovation fully mediates the effect of new product flexibility on firm performance. Our findings contribute to existing theoretical knowledge and offer important managerial implications as well as fruitful future research avenues.},
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Thi Thanh Huong Tran; Nicholas Paparoidamis
Dans: AMA Global Marketing SIG conference 2020, Taormina, Italy, 2020.
@inproceedings{tran_1224,
title = {Should I tell you everything? The role of self-disclosure in building up consumers' liking, trust, and loyalty in sharing economy},
author = {Thi Thanh Huong Tran and Nicholas Paparoidamis},
url = {https://www.amaglobalsig.org/2020-taormina-sicily-italy-conferen},
year = {2020},
date = {2020-05-01},
booktitle = {AMA Global Marketing SIG conference 2020},
address = {Taormina, Italy},
abstract = {Recent years have witnessed the global expansion of sharing economy firms at an unprecedented pace. Due to the transactional and disposable nature of liquid consumption, trust and loyalty are considered as the lifeblood of the sharing economy, enabling billions of strangers across the globe to connect and interact with each other in confidence. However, managers and providers in sharing platforms may be overlooking the fact that self-disclosure serves an important role in enhancing consumers' liking, generating trust, and engendering loyalty. The authors demonstrate that providers' self-disclosure significantly and positively affects consumers' liking in terms of feelings of closeness, connectedness, and perceived provider friendliness, and consumer trust, which subsequently leads to greater consumer loyalty. The findings also reveal that objective similarity/dissimilarity influences the degree to which self-disclosure drives loyalty. Paradoxically, when consumers and providers are objectively similar (e.g., having same country-of-origin), they do not pay much attention to disclosure information of the providers. Conversely, in the case of objective dissimilarity, consumers tend to search for more intimate information from providers to create the connections between them. Finally, our results highlight the differential moderating roles of a feeling of existential isolation in the interpersonal relationship development in the sharing economy context.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran
Dans: 2019 AMA Global Marketing SIG Conference, Buenos Aires, Argentina, 2019, ISBN: B.
@inproceedings{paparoidamis_956,
title = {Consumer Responses to Eco-Innovations: The Interactive Roles of Ecological Country-of-Manufacture, Eco- Friendly Attributes, and Need for Cognition},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran},
url = {https://www.amaglobalsig.org/2019-buenos-aires-conference},
issn = {B},
year = {2019},
date = {2019-05-01},
booktitle = {2019 AMA Global Marketing SIG Conference},
address = {Buenos Aires, Argentina},
abstract = {Eco-innovations have been increasingly manufactured and consumed across national borders. As a result, consumers may be presented with a variety of eco-innovations which could be designed in one country but manufactured in other countries. Although global outsourcing can be financially profitable, it is questionable whether consumers respond the new products manufactured in different countries in the same way, especially in the case of the incongruence between the ecological country of manufacture (ECOM) and product attributes (i.e., product eco-friendliness - PECO) in eco-innovative product designs. In this study, we propose that the schema incongruity (i.e., the ecological mismatch) between ECOM and PECO is more likely to be successfully solved for consumers with a higher need for cognition.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran
Dans: 2018 Winter AMA Proceedings, p. B-8, News Orleans, USA, 2018.
@inproceedings{paparoidamis_868,
title = {Does It Really Matter? The Impact of Cultural Intelligence on Customer Satisfaction and Loyalty in Intercultural Service Encounters},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran},
url = {https://www.ama.org/wp-content/uploads/2019/02/2018-ama-winter-proceedings.pdf},
year = {2018},
date = {2018-01-01},
booktitle = {2018 Winter AMA Proceedings},
volume = {volume 29},
pages = {B-8},
address = {News Orleans, USA},
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Nicholas Paparoidamis; Thi Thanh Huong Tran
The role of cultural intelligence in intercultural service encounters Inproceedings
Dans: 2018 AMA Global Marketing SIG Conference, Santorin, Greece, 2018, ISBN: B.
@inproceedings{paparoidamis_869,
title = {The role of cultural intelligence in intercultural service encounters},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran},
url = {https://www.amaglobalsig.org/upcoming-sig-conferences},
issn = {B},
year = {2018},
date = {2018-01-01},
booktitle = {2018 AMA Global Marketing SIG Conference},
address = {Santorin, Greece},
abstract = {This study aims to explore the effects of perceived cultural intelligence, as a second-order construct, on customer trust, commitment, and loyalty in the context of the service industry.},
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Nicholas Paparoidamis; Thi Thanh Huong Tran
A cross-national examination of the relative effectiveness of marketing communication channels in service innovation adoption Inproceedings
Dans: AMA Educators Proceedings Volume 287, San Francisco, USA, 2017, ISBN: ISBN: 978-1-5108-5243-3.
@inproceedings{paparoidamis_870,
title = {A cross-national examination of the relative effectiveness of marketing communication channels in service innovation adoption},
author = {Nicholas Paparoidamis and Thi Thanh Huong Tran},
url = {http://www.proceedings.com/37341.html},
issn = {ISBN: 978-1-5108-5243-3},
year = {2017},
date = {2017-08-01},
booktitle = {AMA Educators Proceedings Volume 287},
address = {San Francisco, USA},
abstract = {The study assesses the cross-national invariance of the relative effectiveness of different marketing communication channels and their impact on consumers' adoption decisions in the context of a service innovation.},
keywords = {},
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tppubtype = {inproceedings}
}
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