PhD research student
Qualifications: MBA (Marketing & Management, Japan), Bachelor of Commerce (Marketing, Vietnam)
Research topic: Diaspora Effects, Acculturation and Food Culture: An examination of Vietnamese diaspora’s role in the cross-cultural study.
PhD start date: May 2023
Supervisors: Dr Robert Hamlin, Professor Lisa McNeill
Email mia.nguyen@postgrad.otago.ac.nz
Research summary
This research project aims to respond to the two concurrent phenomena of increasing migration and globalisation: the homogenisation of cultures and growing diversity within the majority and minority groups in a shared society. By examining mutual acculturation and the role of culture as a soft power in the reciprocal interaction between diaspora and mainstream consumers in the food context, this study explores why and how each group’s members choose to maintain their national food culture and/or adopt other groups’ culture. In practical contribution, this research will evaluate the potential role of diaspora as the bridgehead for emerging market firms to access and crossover in foreign markets by embracing the soft power of cultural food culture.
Research interests
- Consumer behaviour
- Country of origin
- Diaspora marketing
- Emerging market firms
- Acculturation
- Food culture
- Food consumption