| Examining the role of luxury elements on social media engagement VC Duong, B Sung Journal of Global Fashion Marketing 12 (2), 103-119, 2021 | 39 | 2021 |
| Is more really better for in-store experience? A psychophysiological experiment on sensory modalities VC Duong, E Regolini, B Sung, M Teah, S Hatton-Jones Journal of Consumer Marketing 39 (2), 218-229, 2022 | 21 | 2022 |
| Assessing Australian consumer preferences for fresh pork meat attributes: A best-worst approach on 46 attributes C Duong, B Sung, S Lee, J Easton Meat Science 193, 108954, 2022 | 17 | 2022 |
| Opening the ‘black box’of luxury consumers: An application of psychophysiological method B Sung, I Phau, VC Duong Journal of Marketing Communications 27 (3), 250-268, 2021 | 13 | 2021 |
| Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat F Septianto, B Sung, C Duong, D Conroy Journal of Retailing and Consumer Services 71, 103225, 2023 | 12 | 2023 |
| Task type's effect on attitudes towards voice assistants B Sung, H Im, VC Duong International Journal of Consumer Studies 47 (5), 1772-1790, 2023 | 9 | 2023 |
| The Tango of pride and envy: does others’ envy lead to the feeling of pride? B Sung, F Septianto, M Stankovic, C Duong European Journal of Marketing 57 (12), 3072-3098, 2023 | 4 | 2023 |
| Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display VC Duong, B Sung, M Barber, E Regolini, M Teah Journal of Global Scholars of Marketing Science 32 (4), 554-578, 2022 | 3 | 2022 |
| The effect of shopping channel (online vs. offline) on message framing of naturalness C Duong, B Sung, S Lee, J Easton Journal of Consumer Behaviour 23 (2), 987-1001, 2024 | 2 | 2024 |
| Ethical food consumption in the digital age: Consumer attitudes towards digitally monitored animal welfare in pork products H Jose, EL Jackson, C Duong, B Sung Appetite 207, 107853, 2025 | | 2025 |
| Taking Action Through Stories: Promoting Carbon-Neutral Meat Consumption with Narrative And Message Framing C Duong, B Sung, X Wang, AWC Chong Appetite, 107895, 2025 | | 2025 |
| Exploring the Australian Fresh Pork Market: Opportunities for Growth and Competitive Advantage C Duong, B Sung, S Lee, J Easton SAGE Publications: SAGE Business Cases Originals, 2025 | | 2025 |
| Age matters: The effect of regret and loss aversion on cultured meat acceptance C Duong, B Sung, F Septianto Appetite 201, 107614, 2024 | | 2024 |
| How Naturalness and Sustainability Affect Consumers Decision-Making Processes Toward Food Products? A Multi-Method Consumer Research C Duong Curtin University, 2024 | | 2024 |
| Positive cognitive emotions promotes healthy eating C Duong, J Lin, B Sung, F Septianto | | 2023 |