May Aung

Associate Professor
Department of Marketing and Consumer Studies
Email: 
maung@uoguelph.ca
Phone number: 
ext. 58737
Fax: 
519-823-1964
Office: 
Macdonald Institute (MINS), Room 202B

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About

Biography

Dr. May Aung joined the University of Guelph in 1995.  Dr. Aung has over twenty years of full time teaching, research and field experience in three continents, America, Europe, and Asia.  To date, she has published numerous research papers in top academic journals such as the Journal of Marketing Management, the Service Industries Journal, and the Management Decision Journal.  She served as a thesis advisor to numerous graduate students that resulted in quality thesis and major papers for the MSc program, the MBA program and the MA leadership program at the University.  Dr. Aung also served as the graduate coordinator for the MSc program in Marketing and Consumer Studies and the PhD in Management program from 2007 to 2009 at the University of Guelph.

Education

  • Doctor of Philosophy (Business Administrator), York University, 1997
  • Master of Commerce, Institute of Economics, Burma, 1984
  • Bachelor of Commerce, Institute of Economics, Burma, 1978

Awards and Honours

Professional Achievements:

Tourism and Hospitality Management Division, Administrative Sciences Association of Canada

  • Division Chair (1999-2000)
  • Program Chair (1998-99)
  • Academic Reviewer (1997-98)

International and National Awards:

  • 2009 Undergraduate NVivo Teaching Grant Award - Valued at US $10,000, QSR International, USA
    [NVivo Teaching Grant award indicated international recoginition as exceptional qualitative researcher and educator]
  • Honourable Mention Award, Administrative Sciences Association of Canada, 2001
    ["Competency-Based Marketing Strategy:  A Case Study of Two Luzury Hotels in China," Tourism and Hospitality Management, L. Heroux (ed).  ASAC, Vol. 22, No. 24, pp 13-23.  Won the 2001 Honourable Mention Award in the Tourism and Hospitality Management Division, ASAC with Qun Yang.]
  • Best Paper Award, Administrative Sciences Association of Canada, 2000. [A Comparison of the Effectiveness of Two Models in Measuring Customer Satisfaction in the Tourism Industry, Tourism and Hospitality Management, N. Church (ed).  ASAC, Vol. 21, No. 23, pp. 1-11.  Won the 2000 Best Paper Award in the Tourism and Hospitality Management Division, ASAC with D. Panton, A. Wilcock and V. Kanetkar.]

Research Interests

  • Social Media Marketing and Consumer Behaviour
  • Consumer Culture Theory
  • Qualitative Research Methods
  • Visual Research
  • Branding
  • Brand Communities
  • Service Marketing
  • International Marketing
  • Business Strategy
  • Cross Cultural Research

Supervision:

Open to advising MSc students:  Yes

Open to advising PhD students:  Yes

Publications

In Chapter Books (Last 5 years)

  • Aung, M. (2011), 'Storytelling Research:  Interpreting Own Experiences in Face of Atrocities' in Jacobs, M. (Ed), Social Dislocation, Trauma and the Lived Experience, APF Press, Toronto, Canada, pp. 181-201.

 

Papers in Refereed Journals (Last 5 years)

  • Aung M., Bahramirad, S., Burga, R., Hayhoe, M., Huang, S. & LeBlanc, J. (2017-in press). Sense-making Accountability: Netnographic Study of an Online Public Perspective. Social and Environmental Accountability Journal.

  • Aung, M., Zhang, X., & Tang, L. (2017).  The Evolving Gift-Giving Practices of Bicultural Consumers.   Journal of Consumer Marketing. 34 (1).

  • Aung, M. & Sha, O. (2016).  Clothing Consumption Culture of a Neo-Tribe: Gay Professionals within the Subculture of Gay Consumers.   Journal of Fashion Marketing and Management, 20 (1), 34-53.

  • Rohani, L., Aung, M., & Rohani, K. (2014).  One Step Closer to the Field: Visual Methods in Marketing and Consumer Research.   Qualitative Market Research: An International Journal, 17(4), 300-318.

Papers in Refereed Conference Proceedings (Last 5 years)

  • Aung, M., Gubarni, K., and Lei, S. (2013), "Extended Consumer-Brand Relationship Theory," Proceedings of the Annual Conference of the Association of Marketing Theory and Practice, March 21-23, Charleston, SC, USA.
  • Aung, M., Wu, K., Rohani, L., and Rohani, K. (2013), "Understanding Online Brand Communities:  Netnographic Study of Apple iPhone Consumers," Proceeding of the Annual Conference of the Association of Marketing Theory and Practice, March 21-23, Charleston, SC, USA.
  • Rohani, L., Aung, M., and Rohani, K. (2012), "Glocalization of Social Media:  Facebook Consumption Culture," Asian Consumer Insight Division of Global Marketing Conference, Seoul, Korea.

Presentations

Referred Poster Sessions (Last 5 years)

  • Aung, M., Wu, K., Rohani, L., and Rohani, K. (2012), "Understanding Brand Community:  Multiple Realitites of Apple iPhone Consumers," Consumer Culture Theory Conference, Oxford University, U.K.
  • van Herten, A. and Aung, M. (2012), "Understanding the SuperUser: The Heart and Soul of Consumer-generated Online Brand Community," Consumer Culture Theory Conference, Oxford University, U.K.

Funding

Research Grants (Last 5 years)

  • UGH Research Fund, 2013, Principal Investigator, $8906
  • UGH Research Fund, 2012, Principal Investigator, $6219
  • UofG (SSHRC Internal Grant-Canada), 2011-12, Principal Invertigator, $2509

Current Courses

Graduate Courses: *LEAD 6400 Research Methods for Decision Making; *HFTM 6150 Research Methods for Managers,

Undergraduate Courses: MCS2100 DE Personal Financial Management

*MCS 6090 Advanced Qualitative Research Methods; *MCS 6090 Special Topics: Brand Communities; *MCS 6090 Special Topics: Visual Research; *MCS 6090 Special Topics: Social Media Research