Charles Sturt University
Charles Sturt University


Research Area Leader :

  • Overview
  • Members
  • Projects
  • Current Students
  • PhD/DBA Topics


This Research Area (RA) is focused on the key marketing areas of customer behaviour and marketing practice.  Within customer behaviour, our researchers are investigating problems relating to social (including health) and environmental marketing, the nature and function of branding, consumer responses to brand extensions, understanding the motivations behind purchase decisions, and consumer responses to marketing communications (eg celebrity endorsements).  Within the area of marketing practice, research is being conducted on value creation, innovation, entrepreneurship and how practitioners are currently applying marketing techniques and processes.

Consistent with CSU's primarily regional location, our research is focused on the regional context; however we also conduct research at a national level as well cross-culturally given the university's stated aim to "create new knowledge and practice that creates solutions for the benefit of our communities locally, nationally and internationally".

Our RA members have expertise in a range of qualitative techniques.  This includes the common qualitative analysis approaches, as well as narrative analysis.  Regarding quantitative analysis techniques, in addition to the common multivariate approaches, our researchers are experienced in using structural equation modelling (SEM), partial least squares (PLS), discrete choice modelling techniques and multi-level modelling.

Our researchers work actively with external partners.  Past industry and government research partners include:

  • Australian Research Council,
  • Meat and Livestock Australia,
  • Office of Environment and Heritage,
  • Hawkesbury-Nepean Catchment Management Authority,
  • Indigenous Business Australia,
  • Country Energy (now Integral Energy), and
  • Land and Water Australia.

Our research has previously been published in a range of reputed peer-reviewed marketing journals, including:

  • European Journal of Marketing, Psychology and Marketing,
  • Journal of Industrial Marketing Management,
  • International Marketing Review,
  • International Journal of Consumer Studies,
  • Journal of Business Research,
  • Journal of Strategic Marketing,
  • Journal of Service Marketing,
  • Journal of Marketing Management,
  • Journal of Business Research,
  • Journal of Product and Brand Management,
  • Journal of Marketing Education,
  • Journal of Marketing Letters,
  • Managing Service Quality,
  • Australasian Journal of Regional Studies,
  • Journal of Retailing and Consumer Services, 
  • Australasian Marketing Journal and
  • Journal of Brand Management


Mark Morrison Professor Bathurst
Lesley White Professor Bathurst
Steven D'Alessandro Professor Bathurst
Cathi McMullen Senior Lecturer Bathurst
Rui Bi Lecturer Albury
Ian Coghlan Lecturer Albury
Heather Crawford Lecturer Bathurst
Abhishek Dwivedi Lecturer Albury
Jodie Kleinschafer Lecturer Bathurst
Michael MehmetLecturerBathurst
Tahmid NayeemLecturerAlbury
Felicity Small Lecturer Bathurst


Current Students

Raafat Abadir  Honours  Internal Marketing

Dr Lan Snell

Marie-Eunice Alarcon  DBA  Effective Marketing Channel Campaigns

Professor Lester Johnson

Jane Battersby Honours The impact of workplace power in the mining sector Dr Calvin Wang
Patrick Byrne PhD Antecedents and consequences of dispute resolutions in small firms Dr Lan Snell
Victoria Garlick Honors   Dr Lan Snell
Nicole Hodge  Honours  Brand Orientation in an SME Context

Dr Jodie Kleinschafer

Dr Cathy McMullen

Aylan Kiskane  DBA  Consumer/Culture

Dr Felicity Small

Professor Christian Zich

O Meirezaldi PhD A theoretical framework for regional development:  An analysis of the One-Village-One-Product (OVOP) program in Indonesia Dr Calvin Wang
Alain Neher DBA The influence of managerial values on the corporate financial performance of Swiss SMEs Dr Calvin Wang 
Roland Padilla PhD Service values and cloud computing

Assoc. Professor Simon Milton 

Professor Lester Johnson

Sam Reid Honours Online Marketing Dr Jodie Kleinschafer
Susan Stewart-Loane PhD Creating value through social capital within online social networks for people with disabilities or chronic illness Professor Steven D'Alessandro
Stephen Wilk DBA How narrative information will help the sales representatives to improve the behaviour performance during prospecting, preparing and contacting phase of the sales process. Professor Steven D'Alessandro

PhD/DBA Topics

The following opportunities exist in Marketing:

Professor Mark Morrison
02 6338 4253
  • Assisting lower income households to reduce energy use

Professor Steven D'Alessandro
02 6338 4286


  • The effect of country of origin information on consumer judgements and choice
  • Body image
  • Use of credit and compulsive consumption
  • Self service technology
  • Marketing strategy and the environment
  • Diffusion of innovation
  • Marketing of pharmaceuticals
  • Culture and consumer behaviour
  • Brand switching
  • Agent Based modelling
  • Consumer behaviour
Dr Cathi McMullen
02 6338 4784
  • The study of marketing as practice using interpretive and critical methods of enquiry
  • Cultural branding
  • 'Practising Consumption' from a narrative and identity perspective
  • Marketing education for practice and work integrated learning
  • Higher education and academic practice (with a particular interest in scholarly writing)
Dr Rui Bi
  • IT innovation and entrepreneurship
  • E-business
  • Supply chain management
Dr Heather Crawford
  • Cross-cultural Advertising and Consumer behaviour
  • E-Marketing, Services 
  • International branding
  • Marketing in the Asia-Pacific Region
  • Innovation in Marketing "Research methodologies"
Dr Abhishek Dwivedi
02 60519815 
  • Identifying drivers of brand orientation in Australian non-profit organisations
  • Brand extensions in Australian industry
  • Social marketing and celebrity endorsements
Dr Jodie Kleinschafer
  • Consumer behaviour
  • Household Decision-making
  • Energy efficiency
  • Identification
  • Not for profit marketing