The Marketing Cluster has particular expertise in Services Marketing and Consumer Behaviour more generally. Specific focus areas include:
- Service recovery (including managing emotions)
- New service development (innovation)
- Brand loyalty in services
- Internet and m-marketing
- Sponsorship
- Country and regional image and reputation
Services Marketing research activities are centred on service recovery and the interaction between the service provider and the consumer. Current research work examines managing emotions during service failure and recovery processes. The other major areas are brand loyalty in services, internet and m-marketing, and developing models for new service development.
Consumer Behaviour research has focused to date on sponsorship, country and regional image and reputation, and internet and m-marketing.
Cluster members make use of a wide range of qualitative and quantitative research methodologies in their applied research.
The research undertaken by the various Cluster members is detailed on the website, and we invite you to examine these entries to learn more about the Cluster's research interests, expertise and achievements. Clearly Cluster members have published nationally and internationally in a wide range of high-quality international journals, including Journal of Advertising, Journal of Advertising Research, Journal of Business Research, The Journal of Consumer Research, Journal of International Business Studies, Journal of Marketing Education, The European Journal of Marketing, Journal of Service Research, The Leadership Quarterly, International Journal of Human-Computer Studies, Journal of Product and Brand Management, Journal of Public Policy and Marketing, Advances in Consumer Research, Advances in International Marketing, Journal of Services Marketing, Australasian Marketing Journal, Journal of Brand Management, Journal of Business and Industrial Marketing, Journal of Consumer Marketing, Journal of Global Marketing, Journal of Interactive Marketing, Journal of International Consumer Marketing, Marketing Intelligence and Planning, Sport Marketing Quarterly, and Journal of Retailing and Consumer Services.
The Journal of Consumer Research and the Journal of International Business Studies
