Cathy Nguyen

Cathy Nguyen is a Research Fellow and Senior Research Associate at the Ehrenberg-Bass Institute within the University of South Australia Business School. Her academic work focuses on marketing research with specialized expertise in dual-branded advertising effectiveness and charity marketing dynamics.

Her research interests include:

• Dual-Branded Advertising
• Cause-Related and Charity Marketing
• Word of Mouth Behavior and Measurement
• Brand Competition in Non-profit Sectors

Nguyen has substantial industry experience working with research and insights teams for television broadcasting networks across Australia and the UK. She is an active international presenter, having delivered research findings to academic and industry audiences in the U.K, Denmark, Belgium, China, Malaysia, Japan, U.S, Australia and New Zealand.

Her research demonstrates how charities compete for donor attention in crowded markets, revealing patterns similar to commercial brand loyalty where larger organizations like the Salvation Army and Red Cross dominate market share despite mission differences.

Nguyen has collaborated on significant research examining donor behavior across 393 distinct charities through surveys of 570 Australian donors, providing empirical evidence about market structure in the charity sector.