Cathy Nguyen is a Research Fellow and a Senior Research Associate at the Ehrenberg-Bass Institute at the University of South Australia Business School. Cathy’s primary area of expertise is the effectiveness of dual-branded advertising. Her research interests also include cause-related / charity marketing and word of mouth behaviour and measurement. Cathy has industry experience working as part of research and insights teams for television broadcasting networks in Australia and the UK. She has travelled around the globe presenting to academic and industry audiences in the U.K, Denmark, Belgium, China, Malaysia, Japan, U.S, Australia and New Zealand.