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Overview

Dr Hazel Huang

Assistant Professor in Marketing


Affiliations
AffiliationTelephone
Assistant Professor in Marketing in the Business School+44 (0) 191 33 40052

Biography

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.

Research interests

  • 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

Publications

Authored book

Chapter in book

Conference Paper

Journal Article

Supervision students

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