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Our People

Dr Hazel H. Huang

MBA (Sheffield), Ph.D. (Warwick), MCIM, Chartered Marketer (CIM)

Assistant Professor in Marketing

Hazel Huang is a Lecturer in Marketing at Durham University Business School. She holds a PhD degree from Warwick University and was a visiting fellow at Warwick Business School 2009-12. 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).

Biography

Hazel Huang is a Lecturer in Marketing at Durham University Business School. She holds a PhD degree from Warwick University and was a visiting fellow at Warwick Business School 2009-12. 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).

Her research interests lie in consumer behaviour, particularly in symbolic consumption and individual differences. She investigates consumer behaviour via the lenses of psychology and sociology. She is an ad-hoc reviewer of International Marketing Review, Journal of Marketing Management, and Qualitative Market Research.

Current research projects are:

  1. Imagination and brand relationship
  2. Idealised male body images in advertising
  3. Packaging design and emotions
  4. Online brand communities

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.

Hazel teaches:

  • Strategic marketing management (MA, MSc, GLC, Executive Education)
  • Marketing management & strategy (MSc)
  • Strategic brand management (MSc)

Research Interests

  • Symbolic meaning of brands and advertising
  • Brand personality; brand relationship; brand community
  • Self-identity; interpersonal relationships; individual differences
  • Emotions

Research Groups

Publications

    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.
  • Journal Article

  • 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
  • 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.
  • Presentation

  • Huang, H. H. & Mitchell, V-W. (2012), Does a Brand Relationship Exist?, 3rd Consumer-Brand Relationship annual conference. Boston, U.S.A., Boston MA.
  • 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.
  • 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), Can Personality Tell Us Who is More Brand Conscious?, Academy of Marketing. Coventry, U.K., Coventry.
  • 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.

Contact Details

Assistant Professor in Marketing
+44 191 3340052