Research Area Leader

Rui Bi

Dr Rui Bi

Research Area Leader

Abhishek Dwivedi

Dr Abhishek Dwivedi

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 Charles Sturt University'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 BiSenior Lecturer Albury
Ian Coghlan  Ian CoghlanAdjunct Lecturer Albury
Abhishek Dwivedi  Abhishek DwivediAssociate Professor Albury
Jodie Kleinschafer  Jodie Kleinschafer Lecturer Bathurst
Morgan Miles  Morgan MilesAdjunct Professor Bathurst
Tahmid Nayeem  Tahmid Nayeem Senior Lecturer Albury
Felicity Small  Felicity Small Senior Lecturer Bathurst

Current Projects

Project Name Brief Description Funding BodyInvestigators
Social and Environmental Marketing
Climate Change Segmentation and Communications Replicates and extends Maibach et. al. (2011) Six America's household segmentation analysis in Australia. Charles Sturt and ILWS Mark Morrison, Roderick Duncan, Kevin Parton and Chris Sherley
Social media and shark mitigation policy Explores public attitudes, perceptions, thresholds, and boundaries in relation to shark management in NSW, including applying multi and mixed-method Department of Primary Industries (NSW) Michael Mehmet, Pete Simons
Transformative consumer research: The implementation of NDIS in regional NSW Looks at the transition to a more consumer based model of disability services. Association of Consumer Research, USA. Jodie Kliensafer, Felicity Small, Monia Niki (UOW)
Improving the drinking culture in Australia Examines factors which determine binge drinking and how consumer education can prevent this. Memento Hospitality Steven D’Alessandro, Leanne Carter (MQ), Cynthia Webster (MQ).
Understanding farmer burnout Looks at the emotional  stresses and strains on farmers and how these can be prevented   David Falapu, Linda Ovington, Morgan Miles.
Gay tourism: Saviour of the regions. Examines the impact of Mardi-gras on regional gay tourism and community development   Clifford Lewis, Felicity Small. Michael Mehmet.
Human factors in Cybersecurity Considers the human aspect of cybersecurity and how practices can be improved.   Steven D’Alessandro and Terry Bossomaier.
Cultural values, political ideology and luxury consumption in China    Professor Steven D'Alessandro, Professor Lester Johnson and Dr Gong Sun (Macquarie)
Branding and Tourism
Adoption of supply chain integrity devices: What do consumers value? Examines industry and market acceptance of assurance of quality mechanisms in beef. Meat Livestock Australia Mark Frost Paul Forbes, Morgan  Miles and Steven D’Alessandro
Brand Extension Feedback Effects: A Mediated Model Traditionally, the effect of consumers' brand extension attitude on change in parent brand equity is conceptualised and modelled as a direct effect, thus probably obfuscating underlying processes that allow the conversion of attitudes to reciprocal equity evaluations. The present research examines consumers' value perceptions as mediating the impact of extension derived attitudes on change in brand equity. The study thus explicates vital underlying processes of feedback effects.   Abhishek Dwivedi and Bill Merrilees (Griffith).
Brand Extension Feedback Effects on Relationships and Loyalty Investigates the impact of brand extensions on consumers' loyalty with moderating influences.   Abhishek Dwivedi and Bill Merrilees (Griffith)
Brand-extension Feedback Effects: an Asian Branding Perspective Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand-extensions on parent brand-equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand-extension feedback. This research is a first-of-its-kind from the Asian region (specifically, India) to measure brand-extension feedback effects on change in brand-equity of a parent brand.   Abhishek Dwivedi and Les Johnson (Swinburne).
From Paddock to plate: Farm to local institution supply chain development   Regional Development Australia Mark Frost, Morgan Miles. Branka Krivokapic-Skoko.
Regional Tourism and Branding Looks at push (motivation factors) and pull (attractions0 which influence millennials and over 55 year olds to visit regional and rural Australia  

Clifford Lewis, Steven D’Alessandro, Abhishek Dwivedi

Determinants of research performance in Australian and New Zealand Universities Considers the role of university strategy and practice versus individual motivation in determining research performance.   Steven D’Alessandro, Lauren Gellatly and Leanne Carter (MQ).
Agent based modelling simulations and complex systems. This research seeks to understand the challenges in the retail sector from online competition by the development of simulations   Steven D’Alessandro, Terry Bossomaier.
Formative vs Reflective Models Empirical comparison of formative and reflective conceptualisations.   Abhishek Dwivedi, Steven D’Alessandro
Students' Satisfaction and Complaints with Online Resource Material: A Cross-Cultural Examination Cross-cultural investigation of student perceptions of university digital servicescapes. The purpose of this study is to examine students' satisfaction, expectations, cultural values and complaint behaviour. The study will be conducted using an online survey across five countries. The data will be analysed using regression and cluster to determine the nature of the relationship between the factors and identified different consumer groups based on complaint behaviour. The whole project will be examined using cross-cultural values to see the affect of culture on interaction, satisfaction and complaint behaviour in online education Charles Sturt Felicity Small, and David Dowell (Aberystwyth Uni)

Past Projects

Project Name Brief Description Funding BodyInvestigators

Social and Environmental Marketing

Social Research for the Great Eastern Ranges Initiatives Application of marketing tools to natural resource management NSW Environmental Trust and Hawkesbury Nepean CMA Mark Morrison, Jenni Greig, Michael Lockwood (UTAS), David Waller (UTS) and Rod McCulloch (USC)
Closing the Recycling Loop Explores consumers' responses to products made using recycled products. The purpose of this project is to examine and understand consumers' knowledge and attitudes towards products made from recycled materials, and how that affects their purchase intentions and behaviours. The overall aim is to try to understand consumers' demand for this kind of product and how this will ultimately affect the supply chains for organisations. Charles Sturt Felicity Small, Jodie Kleinschafer, and David Dowell (Aberystwyth Uni)
Encouraging Landholder Participation in Market Based Instruments and Incentive Programs Understanding marketing tools in a natural resource management context. Market segmentation tools were used to identify different landholder segments, the drivers of participation in incentive programs and how participation differs across segments. Research provides insights into how to communicate more effectively with landholder segments. Land and Water Australia, Central West and Northern Rivers CMA's Mark Morrison, Jenni Greig, Jeanette Durante and John Ward (CSIRO)
Online health forums, social capital and co-created value Examined the role of health forums as a source of expertise and support for those with chronic conditions and their carers.  

Steven D’Alessandro, Susan Stewart Loane (Macquarie) and Cynthia Webster (Macquaire).

Consumer behaviour and branding
Customer Equity Drivers in Australian Supermarket Retailing Examined a model of brand, value and relationship equities in impacting loyalty intentions   Abhishek Dwivedi
Brand Extension Feedback Effects in Australia Tested a holistic model of brand extension feedback   Abhishek Dwivedi and Bill Merrilees (Griffith)
Celebrity Endorsers and The Trust-Commitment Framework This study extended the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations.   Abhishek Dwivedi and Les Johnson
Cultural values, political ideology and luxury consumption in China Research which examined the changing impact of political values compared with more traditional values in China on luxury consumption.   Steven D’Alessandro, Gong Sun and Lester Johnson (Swinburne).
Research on brand switching in mobile phones Examined the role of inertia and market conditions of fairness and trust  as factors which influence switching   Steven D’Alessandro, Leanne Carter (Macquarie) and David Gray.
Name Award Topic Supervisor

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 LGBTIQA+ Pride events in Regional Communities

Felicity Small,
Clifford Lewis

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