Employee Profile

Nhat Quang Le

Adjunct Associate Professor - Campus Bergen

Department of Marketing


Nhat Quang Le is an Associate Professor at the Department of Marketing. He obtained his PhD in Marketing at NHH Norwegian School of Economics in 2019. Prior to joining BI Campus Bergen, Nhat was an Assistant Professor at NHH. Nhat’s general research interest lies in the fields of marketing analytics and consumer research. He is familiar with advanced consumer choice and structural equation modeling. He works with both time-series and survey/experiment-based data sets to explain consumer responses and how different marketing mix instruments such as direct marketing, advertising, or publicity, would affect their behaviors and "lifetime" value.


Le, Nhat Quang & Supphellen, Magne (2021)

Effects of Influencer Endorsement of Instagram Ads on Brand Attitudes, WOM Intentions, and Purchase Intentions

Advances in Consumer Research, 49, s. 414- 415.

Ruge, Christian O.; Le, Nhat Quang & Supphellen, Magne (2020)

When and Why Employees of Non-Profits Promote their Organizations:Determinants of Staff-Word-of-Mouth (SWOM)

International Journal of Nonprofit & Voluntary Sector Marketing Doi: 10.1002/nvsm.1704

Le, Nhat Quang; Supphellen, Magne & Bagozzi, Richard P. (2020)

Effects of negative social information on the willingness to support charities: the moderating role of regulatory focus

Marketing letters Doi: 10.1007/s11002-020-09540-w - Full text in research archive

Magelssen, Morten; Le, Nhat Quang & Supphellen, Magne (2019)

Secularity, abortion, assisted dying and the future of conscientious objection: modelling the relationship between attitudes

BMC Medical Ethics, 20 Doi: 10.1186/s12910-019-0408-4

Background Controversies arise over abortion, assisted dying and conscientious objection (CO) in healthcare. The purpose of the study was to examine the relationship between attitudes towards these bioethical dilemmas, and secularity and religiosity. Method Data were drawn from a 2017 web-based survey of a representative sample of 1615 Norwegian adults. Latent moderated structural equations modelling was used to develop a model of the relationship between attitudes. Results The resulting model indicates that support for abortion rights is associated with pro-secular attitudes and is a main “driver” for support for assisted dying and opposition to conscientious objection. Conclusions This finding should be regarded as a hypothesis which ought to be tested in other populations. If the relationship is robust and reproduced elsewhere, there are important consequences for CO advocates who would then have an interest in disentangling the debate about CO from abortion; and for health systems who ought to consider carefully how a sound policy on CO can safeguard both patient trust in the services and the moral integrity of professionals. It is suggested that if religiosity wanes and pro-secular and pro-abortion attitudes become more widespread, support for CO might decline, putting into question whether present policies of toleration of conscientious refusals will remain acceptable to the majority.

Le, Nhat Quang & Supphellen, Magne (2017)

Determinants of repurchase intentions of real estate agent services: Direct and indirect effects of perceived ethicality

Journal of Retailing and Consumer Services, 35(March), s. 84- 90. Doi: 10.1016/j.jretconser.2016.12.006

Skard, Siv E. Rosendahl; Jørgensen, Sveinung, Pedersen, Lars Jacob Tynes, Le, Nhat Quang & Thorbjørnsen, Helge (2022)

Adopting green innovations: A consumer-practice perspective

[Academic lecture]. New Business Models Conference 2022.

Jørgensen, Sveinung; Pedersen, Lars Jacob Tynes, Skard, Siv E. Rosendahl, Le, Nhat Quang & Thorbjørnsen, Helge (2019)

Adopting green innovations: A consumer-practice perspective

[Academic lecture]. ARCS 11th Annual Conference.

Supphellen, Magne & Le, Nhat Quang (2016)

How ethics influence consumers' repurchase intentions of professional services


Le, Nhat Quang & Supphellen, Magne (2016)

On the helpfulness of online product reviews: The interplay of anonymity and self-regulatory focus

[Academic lecture]. The European Marketing Academy (EMAC) 45th Annual Conference.

Le, Nhat Quang (2015)

Consumer Participation in Review Sites: Online Word-of-Mouth Effects on Subsequent Consumers' Evaluations

[Academic lecture]. Doctoral colloquium in business administration FIBE 2015.

Supphellen, Magne & Le, Nhat Quang (2015)

The ethical standard of real estate agents: Why it matters to private property sellers

[Academic lecture]. Johan Arndt Conference 2015.

Le, Nhat Quang & Supphellen, Magne (2015)

Impact of Social Influence on Reviewer Anonymity at Online Review Sites: The Moderating Effect of Consumers' Self-Regulatory Focus


Academic Degrees
Year Academic Department Degree
2019 NHH Norwegian School of Economics PhD
2014 University of Groningen Master of Science
2013 BI Norwegian Business School MSc in Marketing
2013 University of Groningen MSc in Marketing
2010 Foreign Trade University Bachelor