Charles Sturt University
Charles Sturt University

Dr Abhishek Dwivedi

Dr Abhishek Dwivedi

PhD. (Marketing), M. Mktg. Mgmt. (Hons 1), PGDM (Marketing)

Profile

Abhishek 'Abbey' Dwivedi has completed a PhD in Marketing in the area of Brand Management; specifically brand-extensions. Prior to joining CSU he had seven-year's teaching/tutoring experience at Griffith University (Gold Coast), University of Queensland (Brisbane) and Central Queensland University (Brisbane). He has taught Marketing Strategy, Global Marketing, Services Marketing, and Marketing Research. Prior to his PhD, Abbey completed a Masters in Marketing Management (Honours -1) and a PGDM (MBA) with a marketing specialization. Additionally, he worked in one of the largest research-based consulting companies in Saudi Arabia and has experience in the fast-moving-consumer-goods industry, and the IT hardware industry in India.

Abbey is actively involved in research in the Marketing domain. His research interests include brand-extensions, customer-equity, celebrity endorsements and marketing capabilities. He has published his research in the Journal of Brand Management, the Australasian Marketing Journal, the Asia Pacific Journal of Marketing and Logistics, the Journal of Retailing and Consumer Services and the Journal of Consumer Marketing. Abbey has regularly presented his research at the Australia & New Zealand Marketing Academy (ANZMAC) conferences in Australia & New Zealand.

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Teaching Responsibilities

  • MKT230 Market Research
  • MKT235 Strategic Brand Management
  • MKT240 Market Analysis
  • MKT340 Strategic Marketing Management

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Research

Focus Areas
  • Brand extensions,
  • Celebrity endorsements,
  • Branding at non-profits,
  • Formative models.

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Professional Activities

  • Served as a Reviewer for ANZMAC, ANZAM conferences, as well as, for Journal of Services Marketing and Journal of Brand Management.

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Publications

Journal Publications: 

  1. Dwivedi, A., Wilkie, D., De Araujo Gill, L. and Johnson, L. (2018). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing. doi: https://doi.org/10.1108/EJM-09-2016-0511
  2. Dwivedi, A. and Weerawardena, J. (2018). Conceptualizing and operationalizing the social entrepreneurship construct. Journal of Business Research, 86 (May), 32-40. doi: 10.1016/j.jbusres.2018.01.053
  3. Dwivedi, A., Nayeem, T. and Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44 (September), 100-107. doi.org/10.1016/j.jretconser.2018.06.009
  4. Dwivedi, A. and McDonald, B. (2018). Building brand authenticity in fast moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing, 52(7/8), 1387-1411. doi: 10.1108/EJM-11-2016-0665
  5. Gil, L. A., Dwivedi, A.,and Johnson, L. W. (2017). Effect of popularity and peer pressure on attitudes towards luxury among teens, 18(1), Young Consumers. doi: 10.1108/YC-10-2016-00639.
  6. Dwivedi, A., Wilkie, D. C. H., Johnson, L., and Weerawardena, J. (2016). Establishing measures and drivers of consumer brand engagement behaviours. Journal of Brand Management, 23(5), 41-69. doi: 10.1057/s41262-016-0020-6
  7. Dwivedi, A., Johnson, L. W., and McDonald, R. (2016). Celebrity endorsements, self-brand connection and relationship quality. International Journal of Advertising, 35(3), 486-503. doi: 10.1080/02650487.2015.1041632
  8. Dwivedi, A. and Merrilees (2016). Holistic consumer evaluation of retail corporate brands and impact on consumer loyalty intentions. Australasian Marketing Journal,24(1), 69-78. doi: 10.1016/j.ausmj.2016.02.002
  9. Dwivedi, A., Johnson, L. W. and McDonald, R. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449-461. doi: http://dx.doi.org/10.1108/JPBM-10-2014-0722
  10. Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24(May), 100-109. doi:10.1016/j.jretconser.2015.02.007
  11. Dwivedi, A., McDonald, R., and Johnson, L. W., (2014). The impact of a celebrity endorser’s credibility on consumer self-brand connection and brand evaluation. Journal of Brand Management, 21 (7/8), 559-578. doi:10.1057/bm.2014.37
  12. Dwivedi, A. (2014). Self-brand connection with service brands: Examining relationships with performance satisfaction, perceived value and brand relationship quality. Services Marketing Quarterly, 35(1), 37-53. doi: 10.1080/15332969.2014.856738 [included in an online article collection featuring the most downloaded articles published in Routledge Social Sciences journals in 2014].
  13. Dwivedi, A. and Merrilees, B. (2013). Brand extension feedback effects: Towards a mediated framework, Journal of Consumer Marketing, 30(5), 450-461. doi: 10.1108/JCM-01-2013-0414
  14. Dwivedi, A. and Merrilees, (2013). Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity, Australasian Marketing Journal, 21(2), 75-84. doi:10.1016/j.ausmj.2013.02.001
  15. Dwivedi, A. and Merrilees, B. (2013). Brand extension feedback: An Asian branding perspective, Asia Pacific Journal of Marketing and Logistics, 25(2), 321-340. doi: 10.1108/13555851311314086 [Appears at 10th place in Emerald's Top 25 Most Downloaded Australian Authors for articles published in 2013].
  16. Dwivedi, A. and Johnson, L. W. (2013). Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 36-42. doi:10.1016/j.ausmj.2012.10.001
  17. Dwivedi, A., Merrilees, B., Miller, D. and Herington, C. (2012). Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry. Journal of Retailing and Consumer Services, 19(5), 526-536. doi:10.1016/j.jretconser.2012.06.009
  18. Dwivedi, A. and Merrilees, B. (2012). The impact of brand extensions on parent brand relationship equity. Journal of Brand Management, 19(5), 377-319. doi:10.1057/bm.2011.46
  19. Dwivedi, A., Merrilees, B. & Sweeney, A. (2010). Brand extension feedback effects: A holistic framework. Journal of Brand Management, 17(5), 328-342. doi:10.1057/bm.2009.26

Conference Papers:

  1. Wilkie, D., Dolan, R., Johnson, L., and Dwivedi, A. (2017; Dec 02–06). The Two Traditional Concepts Underlying Customer-Brand Engagement. Paper submitted at the Australian and New Zealand Marketing Academy (ANZMAC), RMIT University, Melbourne, Australia.
  2. Nayeem, T. and Dwivedi, A. (2016, Dec 5–7). Brand experience and consumer willingness to pay a price premium: Examining mediated pathways. Paper submitted at the Australian and New Zealand Marketing Academy (ANZMAC), University of Canterbury, Christchurch, New Zealand held from 05 – 07 December 2016.
  3. Dwivedi, A. and Merrilees, B. (2015, Nov 30–Dec 02). Examining a higher-order model of consumer evaluation of retailer corporate brands and impact on consumer loyalty intentions. Paper submitted at the Australian and New Zealand Marketing Academy (ANZMAC) and Gamma Joint Symposium, University of New South Wales, Sydney. [Awarded best paper].
  4. Wilkie, D. and Dwivedi, A. (2015, Nov 30–Dec 02). The perceived quality and brand equity relationship: Proposing and testing the mediating role of brand authenticity. Paper submitted at the Australian and New Zealand Marketing Academy (ANZMAC) Conference, University of New South Wales, Sydney.
  5. De Araujo-Gill, L. A., Dwivedi, A., and Johnson, L. W. (2015, June 25–28). Effect of popularity and peer pressure on attitudes towards luxury among teens. Paper presented at the 2015 Global Fashion Management Conference. University of Florence, Florence, Italy.
  6. Dwivedi, A., Johnson, L. W. and McDonald, R. (2015, May 21–23). Examining the effects of celebrity endorsements on brand equity and self-brand connection. Paper presented at the 4th International Consumer-Brand Relationship Conference. Porto Business School, Porto, Portugal. [Awarded best paper].
  7. Dwivedi, A. (2012, Dec 3–5). Relationship quality: Comparing a higher-order fully reflective model with a higher-order formative model. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. University of Adelaide, Adelaide, Australia.
  8. Sok, P., O’Cass, A. & Dwivedi, A. (2012, Dec 3–5). Unpacking the Value Creation Processes in Service Firms. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. University of Adelaide, Australia.
  9. Dwivedi, A., Merrilees, B., Miller, D. & Herington, C. (2010, Nov 29–Dec 1). Building Supermarket Customer-Equity. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. University of Christchurch, Christchurch, New Zealand.
  10. Dwivedi, A., Sweeney, A.D.P. & Merrilees, B. (2007, December 3–5). Feedback Effects in Brand-Extensions: Evidence from India. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. University of Otago, Dunedin, New Zealand.
  11. Dwivedi, A., Merrilees, B. & Sweeney, A.D.P. (2006, December 4–6). A Model of the Feedback Effect of Brand-Extensions on Parent-Brands. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. Queensland University of Technology, Brisbane, Australia.
  12. Dwivedi, A., Sweeney, A. D. P. (2005, December 5–7). An Exploratory Study of Consumer Expertise and Perceived Fit in Brand-Extensions. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. University of Western Australia, Fremantle, Australia.

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