Dr. Joanne Tran
Associate Professor
Bio
Dr. Joanne M. Tran is an Associate Professor of Marketing and Honors College Faculty Fellow in the College of Business & Economic Development at Southern Miss. She also serves as Assistant Provost for Academic Affairs, supporting university-wide initiatives related to academic policies, student success, and faculty development. A MS Gulf Coast native, Dr. Tran earned both her BSBA and MBA from USM and completed her doctorate at Louisiana Tech University.
Dr. Tran is passionate about student research and was named the 2024 DCUR Mentor of the Year. Her research focuses on value consumption, service failures and recovery, and branding. She is the recipient of the 2023 Louis K. Brandt Research Award and the 2022 Business Advisory Council Research Award. Some of her work can be found in the Journal of Business Research, Journal of Service Management, Asia Pacific Journal of Marketing and Logistics, Journal of Marketing Theory and Practice, and Journal of Marketing Education.
- DBA - Louisiana Tech University (2016)
- MBA - University of Southern Mississippi (2009)
- BSBA - University of Southern Mississippi (2008)
Principles of Marketing | Consumer Behavior | Marketing Research | Developing an Honors Thesis | Integrated Marketing Communications
- Digital Opportunity Assessment in International Markets, International Journal of Trade and Global Markets, 2024, 10.1504/ijtgm.2024.143710
- Antecedents and Consequences of the Disability Stigma for Frontline Employees: A Qualitative Study, Journal of Global Scholars of Marketing Science, 2024, 10.1080/21639159.2023.2243962
- Sophisticated vs. Rugged: Examining Gendered Brand Communication Styles and Social Media Engagement, Journal of Applied Marketing Theory, 2023, https://doi.org/10.20429/jamt.2023.100106
- Developing a Feature-Centric and Affordance-based Conceptualization of Social Media Interactions, Asia Pacific Journal of Marketing and Logistics, 2023, https://doi.org/10.1108/APJML-02-2022-0121
- A Tale of Two Cultural Values in Airbnb: Long-Term Orientation and Indulgence, Tourism Planning & Development, 2022, https://doi.org/10.1080/21568316.2022.2083221
- Rapid Transitioning to Remote Learning – Shared Responsibility and Coping Strategies, Journal of Marketing Education, 2022, https://doi.org/10.1177/02734753211044744
- Satisfaction in Clinics and Hospitals: Does Context Matter?, Journal of Marketing Theory and Practice, 2021, https://doi.org/10.1080/10696679.2021.1945935
- Brand Love: Corroborating Evidence across Four Continents, Journal of Business Research, 2021, https://doi.org/10.1016/j.jbusres.2020.02.040
- Complainers’ Resource Investment and Mobilization in Digital Environments Using Conservation of Resource Theory, Journal of Service Management, 2020, https://doi.org/10.1108/JOSM-10-2018-0344
- Hedonic and Utilitarian Value: The Role of Shared Responsibility in Higher Education Services, Journal of Marketing for Higher Education, 2019, https://doi.org/10.1080/08841241.2019.1605439
- Society for Marketing Advances
- Direct Selling Education Foundation
- Women in BizEd