Hazel Huang

Dr. Hazel Huang is an Assistant Professor in Marketing at Durham University Business School. She holds a dual focus on academic research and teaching, combining over a decade of industry experience in strategic marketing (at firms like Acer, Carrefour, and J&J) with academic rigor. Her research explores consumer behavior through psychological lenses, emphasizing self-identity, emotions, and digital media’s role in brand engagement. She has authored Consumer Psychology: Theories & Applications and reviewed for journals like the European Journal of Marketing.

Teaching spans undergraduate to executive education, with a current focus on marketing strategy for the MSc program. She emphasizes critical thinking and independent learning. Her research investigates brand relationships, consumer emotions, and identity-driven consumption, often employing quantitative methods like surveys and experiments. She actively supervises PhD students in related areas.

Publications span consumer psychology, digital marketing, and brand communities, including work on limited-edition advertising, ethical purchasing, and online brand engagement. Her work bridges psychological theory with practical marketing strategies, addressing topics from luxury brands to private-label valuation.

• Supervised Students: Gwen Wei, Jingyi Yang, Yujun Zhou
• Key Research Themes: Self-identity in brand choice, brand-emotion dynamics, digital pedagogy, and cross-cultural advertising interpretations.