Professors

Thi Thanh Huong TRAN

Associate Professor

Eco-Innovation, Ethical/Sustainable consumption and social innovation, High technological products – Luxury innovations, Cross-cultural consumer behaviors – Cultural intelligence, Digital marketing, Service innovation/ E-retailing, Sharing economy, Service Quality – Customer Satisfaction and Loyalty

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Academy

Innovation

Research center

Marketing Interactions

Location

Lille

Discipline

Marketing
Education
2018
PhD in Management Science, Université de Lille, France
Experience
Full-time academic positions
Since 2022
Assistant Professor, SKEMA Business School, France
2019 - 2022
Assistant Professor, École de management Léonard de Vinci, France
Other professional experiences
2015 - 2019
Teaching and Research Assistant, IÉSEG School of Management, France

Peer-reviewed journal articles

TRAN, J., VAN DEN BROEKE, M. and PAPAROIDAMIS, N.G. (2025). The dual role of flexibility in driving innovation ambidexterity and firm performance. Journal of Business Research, 194.
TRAN, J. and BARTSCH, F. (2025). Consumers’ Responses to Moral Transgressions in the Fashion Industry: Comparative Insights from Western Developed and Southeast Asian Emerging Markets. Journal of Business Ethics, 196(4), pp. 773–806.
TRAN, J., PHAM, T.B.L., ROBINSON, K. and PAPAROIDAMIS, N.G. (2025). Exploring the effect of family–work conflict on employee productivity in teleworking during crisis: a cross-national comparative study. International Marketing Review, 42(1), pp. 1-34.
HE, G., TRAN, J. and LEONIDOU, L.C. (2024). It's here to stay: Lessons, reflections, and visions on digital transformation amid public crisis. Technological Forecasting and Social Change, 206(123557).
TRAN, T.T.H., ROBINSON, K. and PAPAROIDAMIS, N.G. (2022). Sharing with perfect strangers: The effects of self-disclosure on consumers’ trust, risk perception, and behavioral intention in the sharing economy. Journal of Business Research, 144, pp. 1-16.
TRAN, T.T.H. and PAPAROIDAMIS, N.G. (2021). Taking a closer look: Reasserting the role of self-accountability in ethical consumption. Journal of Business Research, 126, pp. 542-555.
TRAN, T.T.H. and PAPAROIDAMIS, N.G. (2020). Eco-Innovations in Global Markets: The Effect of Ecological (In)Congruence on Consumers’ Adoption Intentions. Journal of International Marketing, 28(3), pp. 64-83.
PAPAROIDAMIS, N.G., TRAN, T.T.H., LEONIDOU, L.C. and ZERITI, A. (2019). Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco-Innovative Product Designs. Journal of Product Innovation Management, 36(6), pp. 824-847.
PAPAROIDAMIS, N.G. and TRAN, T.T.H. (2019). Making the world a better place by making better products. European Journal of Marketing, 53(8), pp. 1546-1584.
PAPAROIDAMIS, N.G., TRAN, T.T.H. and LEONIDOU, C.N. (2019). Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence. Journal of International Marketing, 27(2), pp. 56-75.
TRAN, T.T.H., CHILDERHOUSE, P. and DEAKINS, E. (2016). Supply chain information sharing: challenges and risk mitigation strategies. Journal of Manufacturing Technology Management, 27(8), pp. 1102-1126.
TRAN, T.T.H. and CORNER, J. (2016). The impact of communication channels on mobile banking adoption. International Journal of Bank Marketing, 34(1), pp. 78-109.

Conference proceedings

TRAN, J., LI, L. and NGUYEN, D.Y.O. (2025). Sustainability in the spotlight: Unleashing viral dynamics and customer engagement in sustainable-centric content propagation. 2025 AMS World Marketing Congress.
TRAN, J., CHEN, S. and TRAN, T.K. (2024). Experiencescape in Sharing Economy: A Cross-Cultural Study. ANZMAC Conference 2024.
TRAN, J. and BARTSCH, F. (2023). Fashionable Ethics Across Nations: Exploring the Underlying Mechanism of Consumers' Responses to Moral Transgressions.

Conference presentations

TRAN, J., HE, G. and LEONIDOU, L.C. (2024). It's here to stay: Lessons, reflections, and visions on digital transformation amid public crisis. In: EMAC 2024. Bucharest.
TRAN, J., ZEUGNER-ROTH, K. and KATSIKEAS, C.S. (2023). Responsible Innovation for a Better World: Conceptualization, Measurement, and its Underlying Mechanism. In: 30th Innovation and Product Development Management Conference. Lecco, Italy (June 7-9).