Charles Sturt University
Charles Sturt University


Research Area Leader Research Area Leader

Dr Rui Bi

Dr Rui Bi

Dr Abhishek Dwivedi

Dr Abhishek Dwivedi

  • 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.  Research in marketing has been recognised by the ERA as being of world standard (a rating of 3) in the last two assessments in 2015 and 2018.

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".  A good example of this is recent research on the implementation of the NDIS, importance of tourism in regional areas and how human can co-exist with animals such as Kangaroos and shark management.

Our RA members have expertise in a range of qualitative techniques.  This includes multimodal sentiment analysis, and 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.  We have also expertise in the use of simulations to understand complex systems, such as retailing and business development.

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),
  • Land and Water Australia,
  • Department of Primary Industry (NSW),
  • Regional Development Australian (RDA),
  • Memento Hospitality,
  • CRC Soils, and
  • CRC Cybersecurity.

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  Mark Morrison Professor Bathurst
Rui Bi  Rui Bi Lecturer Albury
Ian Coghlan  Ian Coghlan Lecturer Albury
Abhishek Dwivedi  Abhishek Dwivedi Lecturer Albury
Jodie Kleinschafer  Jodie Kleinschafer Lecturer Bathurst
Morgan Miles Morgan MilesProfessorBathurst
Tahmid Nayeem  Tahmid NayeemSenior Lecturer Albury
Felicity Small  Felicity SmallSenior Lecturer Bathurst


Current Students


Jason Howarth


MOOCS as a pathway to university study

Steven D’Alessandro,
Lesley White and
Les Johnson

Reece George


Understanding Indigenous perspectives in social marketing

Steven D’Alessandro,
Michael Mehmet,
Michelle Evans (Melb)

Eyad Shammout


Culture, materialism and luxury consumption in the Middle East

Steven D’Alessandro,
Felicity Small and
Tahmid Nayeem

Hassan Jamil


Working from home: Microbusinesses owners / home users’ cyber-practices and risk perceptions.

Steven D’Alessandro,
Tahmid Nayeem.

Emily Webster


Reinvigorating regional communities through entrepreneurial activity

Morgan Miles,
Felicity Small

Samantha Ward


Is marketing orientation a way forward for Australian universities?

Steven D’Alessandro,
Michael Mehmet.

Rebecca Harris


The influences of hedonic and utilitarian motivations on user experience and engagement within the tertiary student credit card market

Steven D’Alessandro,
Abbishek Dwivedi

Olive Lockett


Building a framework for  organising LGBTQI+ Pride events in Regional Communities

Felicity Small,
Clifford Lewis

PhD/DBA Topics

The following opportunities exist in Marketing:

Professor Mark Morrison
02 6338 4253
  • Assisting lower income households to reduce energy use
Dr Rui Bi
02 6051 9321
  • IT innovation and entrepreneurship
  • E-business
  • Supply chain management
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
02 6338 4851
  • Consumer behaviour
  • Household Decision-making
  • Energy efficiency
  • Identification
  • Not for profit marketing
Dr Clifford Lewis
02 6338 6364
  • Consumer decision making
  • Consumer loyalty
  • Tourism marketing
Dr Tahmid Nayeem
02 6051 9291
  • Cross-cultural consumer behaviour studies
  • Social marketing
  • Marketing Strategy
  • Knowledge management
  • Innovative teaching pedagogy
Dr Felicity Small
02 6338 4242
  • Consumer behaviour
  • Promotions, public relations and
  • Local government and student satisfaction
  • The impact of fashion on the individual
  • Society and environmental issues in regional NSW