- Assistant Professor
- Hsiu-Yu Hung
- Discipline: Dynamic Relationship Management, Consumer Experience, Consumer Journey, Big Data and Text Mining, AI and Big Data Application in Marketing Strategy
- E-mail：shirlyhung@ntnu.edu.tw
- Tel：+886-2-77495057
- Fax：02-2364-8372
Education:
Warwick Business School ( PhD in Marketing)
National Taipei University (PhD in Business Administration)
1. Hung, H. Y., & Lu, H. T. (2018). The rosy side and the blue side of emotional brand attachment. Journal of Consumer Behaviour, 17(3), 302-312.【SSCI, ABDC Ranking A, Impact Factor:1.71, First and Corresponding Author 】
2. Hsiu-Yu Hung and Hsien-Tung Tsai (2016), “A Dual Pathway Model of Consumer Loyalty in Brand Community Settings: Intrinsic Need Fulfillment and Extrinsic Cost Perception”, Journal of Management 33(4), 531-557 【TSSCI; Impact Factor 0.75, First and Corresponding Author 】
3. Hsiu-Yu Hung and Ting-Ling Lin (2015), “A Moderated Mediation Model of Consumers’ Role Behaviors in Brand Communities”, Asia Pacific Management Review, 20, 191-200
【TSSCI; Emerging Sources Citation Index (ESCI), Impact Factor 1.78, First and Corresponding Author】
4. Hsiu-Yu Hung (2014), “Attachment, Identification, and Loyalty: Examining Mediating Mechanisms across Brand and Brand Community Contexts”, Journal of Brand Management, 21(7), 594-614 【SSCI; the Academic of Business School Index (ABS) ; Impact Factor 1.94,First and Corresponding Author】
1. Hsiu-Yu Hung, Nick Lee, Yansong Hu (2020), “Customer Experience Dynamics: Building a Hidden Markov Model using Repeat Customers' Verbatim Textual Review”, Received the Award of Best Paper in track of the Customer Engagement and CRM theme in 2020 AMA Winter Academic Conference. (February 14-16, 2020 in San Diego, CA, USA). (First and Corresponding Author )
2. Hsiu-Yu Hung, Yansong Hu, Nick Lee (2019), “Capturing the Dynamics of Consumer Trust Evolution Using a Hidden Markov Model”, 2019 INFORMS Marketing Science Conference (June 20-22, 2019 in Rome, Italy) ( First and Corresponding Author )
3. Hsiu-Yu, Hung, Hsien-Tung, Tsai and Pei-Yu, Pai (2016), Dancing with Consumers’ Value Co-Creation on a Resource-Integration Platform: A Stage Setting of Service-Dominant Logic in a Green Service Ecosystem," 2016 Summer Marketing Educators’ Conference, AMA 2016 Summer Marketing Educator’s Conference (Published ) , Atlanta, GA, USA. (First and Corresponding Author)
4. Hsiu-Yu, Hung and Hsien-Tung, Tsai (2014), “A Dual Pathway Model of Brand Community Loyalty: Extending and Broadening Deci and Ryan’s Self-Determination Theory”, AMA 2014 Winter Marketing Educators’ Conference (Published), Orlando, FL,USA ( First and Corresponding Author )