Chi Hoang is Associate Professor of Marketing at ESCP Business School (London campus). Her research focuses on consumer behavior, with particular expertise in human–technology interaction, prosocial behavior, and impression management. Her work has been published in leading marketing journals including the Journal of Marketing, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Service Research, and Psychology & Marketing.

At ESCP, she teaches courses in Digital Marketing, Global Marketing, and Consumer Behavior across MSc, MBA, and doctoral programs.

Prior to joining ESCP, she was a visiting scholar at the Ross School of Business, University of Michigan, and a postdoctoral researcher at Nanyang Business School, Nanyang Technological University. She holds a PhD in Marketing from BI Norwegian Business School and received the EMAC Sheth Doctoral Dissertation Award for her doctoral research on how humor shapes consumers’ impressions of firms.