Dr. Trung Dam-Huy Thai is a Senior Lecturer in Marketing at the International School of Business (ISB) at the University of Economics Ho Chi Minh City (UEH) in Vietnam. He received his Ph.D. in International Management (AACSB) at the National Cheng Kung University in Taiwan R.O.C., with a major in Marketing and Strategy. His research and training cross several areas of marketing, consumer behavior, branding, and strategic management. His works have been published in the International Journal of Information Management, Journal of Business Research, Journal of Product & Brand Management, Annals of Operation Research, Journal of Management and Marketing Research, Computers in Human Behavior, and others. He was highly experienced in marketing, branding, and sales at the managerial levels (e.g., Marketing Director) with leading multinationals and local companies in electronics, home appliances, training, and investment promotion.