Staff profile

Hazel Huang is an Assistant Professor in Marketing at Durham University Business School. Before embarking her academic career, she had worked in industry for approximately ten years. She was mainly involved in strategic marketing and branding issues in various industries, such as IT (Acer), retailing (Carrefour), and FMCG (J&J).

She has taught a wide range of courses at all levels (the undergraduate, postgraduate, and Executive levels), and has taught various modules, including marketing/brand strategy, consumer psychology, and research methods. Her current teaching concentrates on marketing strategy with the MSc Marketing programme. She is an enthusiastic instructor who focuses on cultivating her students’ abilities in critical thinking and independent learning.

Her research expertise lies in consumer behaviour, particularly in self-identity and emotions in relation to consumption of brands, advertisements, and media (including social media and live streaming). She investigates consumer behaviour via the lenses of psychology, and via quantitative methods (surveys and experiments). She is an ad-hoc reviewer for European Journal of Marketing, International Marketing Review, Journal of Marketing Management, Frontiers in Psychology, among others.

She is currently accepting new PhD students. Prospective PhD candidates with similar research interests to Hazel are encouraged to send her a research proposal (outlining the key research questions/hypotheses, methods, and potential contribution to knowledge) along with an updated CV.

Mini Biography

Hazel Huang is an Assistant Professor in Marketing at Durham University Business School. Her research interests lie in self-identity and emotions in relation to consumption of brands, advertisements, and (digital) media. She has broad interests in the psychological aspects of consumer behaviour, and she is the author of Consumer Psychology: Theories & Applications.

• Self-identity in consumption of brands and advertisements
• Emotions (happiness and loneliness) and brand emotions (brand trust and attachment)
• Brand relationships and brand communities
• Digital marketing

• Management & Marketing Department
• Organisations and Society

Available for media contact about:

• Consumer behaviour and marketing:

Authored book

• Huang, Hazel (2023). Consumer Psychology: Theories & Applications. SAGE.

Chapter in book

• Huang, H. H. (2012). The Transfer and Limitations of the Relationship Metaphor in Identity-Relevant Consumption Situations. In Consumer-Brand Relationships: Theory and Practice. Fournier, S., Breazeale, M. & Fetscherin, M. Routledge. 244-261.

Conference Paper

• Xu, Yuanyi, Huang, Hazel & Lin, Zhibin (2023), When Identity Threat Does Not Lead to Compensatory Consumption: The Role of Implicit Theory, Advances in Consumer Research – North America (ACR - NA). Denver, Colorado, U.S.A.
• Yuanyi, Xu & Huang, Hazel (2022), Not Everyone Engages in Compensatory Consumption: The Role of Implicit Self-Theories, Sales Promotions, and Compensation Domains, Society for Consumer Psychology. Online Conference.
• Arif, Fahim, Cooke, Alastair & Huang, Hazel H. (2013), How Can Private Labels Increase Their Value? – The Role of a Brand Name and Packaging Design, European Academy of Marketing Conference (EMAC). Istanbul, Turkey.
• Huang, Hazel H. & Mitchell, Vincent-Wayne (2013), Self-Brand Connection: The Role of Achievement and brand Consciousness in Public versus Private Consumption Situations, 8th Global Brand Conference of the Academy of Marketing (SIG: Brand, Identity and Corporate Reputation). Porto, Portugal.
• Huang, H. H. & Mitchell, V-W. (2012), The Role of Imagination in Identity Expressive Consumption Situations, 41st EMAC (European Marketing Academy Conference). Lisbon, Portugal, Lisbon.
• Huang, H. H. & Mitchell, V-W. (2012), Does a Brand Relationship Exist?, 3rd Consumer-Brand Relationship annual conference. Boston, U.S.A., Boston MA.
• Jones, L. & Huang, H. H. (2011), Online Brand Community: A Social Media Perspective, Second International Colloquium on Consumer Brand Relationship. Orlando, Florida, U.S.A., Orlando FL.
• Huang, H. H. (2010), Self-Identity and Brand Choice: A Brand Relationship Perspective, First International Colloquium on Consumer Brand Relationships. Orlando, Florida, U.S.A., Orlando FL.
• Huang, H. H. & Elliott, R. (2010), Male Interpretation of Idealized Model Images in Advertising - A Cross Cultural Study, Advances in Consumer Research. Jacksonville, Florida, U.S.A., Jacksonville FL.
• Huang, H. H. (2010), Can Personality Tell Us Who is More Brand Conscious?, Academy of Marketing. Coventry, U.K., Coventry.

Journal Article

• Lu, Su-Ju, Chen, Ya-Hui, Huang, Hazel & Liu, Ying-Chieh (2022). The Role of Digital-Media-Based Pedagogical Aids in Elementary Entomology: An Innovative and Sustainable Approach. Sustainability 14(16).
• Tseng, Ting-hsiang, Huang, Hazel H. & Liu, Matthew Tingchi (2021). Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts. Journal of Consumer Behaviour 20(5): 1204-1215.
• Tseng, T., Huang, H. & Setiawan, A. (2017). How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations. Computers in Human Behavior 77: 326-335.
• Huang, H. & Mitchell, V.W. (2014). The Role of Imagination and Brand Personification in Brand Relationships. Psychology and Marketing 31(1): 38-47.
• Mader, A., Huang, H. & Tseng, T-H. (2013). Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behaviour? A Case of Animal-testing Issues in Shampoo. International Business Research 6(7): 102-110.
• Huang, H. H., Mitchell, V-W. & Rosenaum-Elliott, R. (2012). Are Consumer and Brand Personalities the Same? Psychology and Marketing 29(5): 334-349.