Biography
Kerrie Bridson is an Associate Professor in the Department of Marketing and the Associate Dean of Teaching and Learning in the Faculty of Business and Law. Previously, Kerrie has held a number of leadership roles in the faculty as Director of Undergraduate Programs from 2017 to 2018, Course Director for Bachelor of Commerce from 2015 to 2018, Director for Bachelor of Management from 2014 to 2015, Deputy Director Bachelor of Commerce, Bachelor of Commerce (Honours) and Bachelor of Management in 2014, Chair Faculty of Business and Law Student Misconduct Committee in 2014, Chair of Faculty of Business and Law Student Academic Progress Committee from 2012 to 2014, and Bachelor of Commerce (Honours) Program Coordinator from 2008 to 2011. In her time at Deakin, she has unit chaired, developed and taught a range of units in the Marketing discipline and Honours program.
Kerrie has been working closely with retailers, visual art institutions and regional communities over the last 20 years in the development of successful branding and marketing strategies that are built on understanding and working with stakeholders. Her major areas of research and consulting include stakeholder engagement, branding, arts and place-based marketing and student experience and engagement. Her work has been published in a range of journals including the European Journal of Marketing, Journal of Strategic Marketing, Journal of Services Marketing, Journal of Marketing Management.
Kerrie is also a joint researcher assisting the marketing and branding capability and capacity development of Aboriginal and Torres Straits Islander industry partners and arts institutions. Projects include, 'Walking in two worlds—building the organisational capability and capacity of Algabonyah' in 2016, 'From ‘disadvantaged’ to ‘thriving’: Repositioning Shepparton through collective impact' in 2015, 'Building Audiences: Aboriginal And Torres Strait Islander Arts' in 2015, 'Stats & Stories: Arts Impact in Regional Australia' in 2014, 'Koorie Heritage Trust: The window into Koorie culture' in 2014, 'Best Practice Models of Economic and Social Impact in Public Art Museums' in 2013, and 'Branding the Public Art Museum Sector: A New Competitive Model' in 2013.
Read more on Kerrie's profileResearch interests
- Economic and Social Impact
- Branding and brand orientation
- Social media and word-of-mouth
- Engagement and Co-Creation
- Corporate identity and corporate social responsibility
- Resource-based theory
- Third sector: Museums, Galleries and Zoological gardens
- Retailing
Teaching interests
- International Marketing
- Brand Management
- Strategic Marketing
- Marketing Research
Professional activities
Google Scholar
https://scholar.google.com/citations?user=CKOwjqYAAAAJ&hl=en
Awards
- Award for Outstanding Contribution to Community Responsibilities, Faculty of Business and Law, 2008.
- Award for the Best Doctoral Paper and Presentation, Australian and New Zealand Marketing Academy Conference (ANZMAC), New Zealand, 2001.
- Uncle Ben's Scholarship (Grocery Industry), Winning Paper, Video Presentation and Oral Examination, 'ECF (Efficient Consumer Response) trends in the Australian grocery industry and internationally', Award: International Study Tour of Retailers and Manufacturers throughout China, USA and Canada, 1997.
- Australian Postgraduate Scholarship, 1999-2002.
Publications
The muse with a wandering eye: the influence of public value on coproduction in museums
A Kershaw, K Bridson, M Parris
(2020), Vol. 26, pp. 344-364, International Journal of Cultural Policy, C1
A typology of organisational stakeholder engagement with place brand identity
J Helmi, K Bridson, R Casidy
(2020), Vol. 28, pp. 620-638, Journal of strategic marketing, Abingdon, Eng., C1
Drivers and inhibitors of national stakeholder engagement with place brand identity
R Casidy, J Helmi, K Bridson
(2019), Vol. 53, pp. 1445-1465, European journal of marketing, Bingley, Eng., C1
Brand compass: charting a course to improve firm performance
K Bridson, J Evans
(2018), Vol. 26, pp. 174-187, Journal of strategic marketing, Abingdon, Eng., C1
A Kershaw, K Bridson, M Parris
(2018), Vol. 77, pp. 19-34, Australian journal of public administration, Chichester, Eng., C1
Embedding digital literacy: towards transforming business education
S Tyrell, leanne Ngo, kerrie Bridson, michael Volkov
(2018), ASCILITE 2018 : Conference Proceedings of the 35th International Conference of Innovation, Practice and Research in the use of Educational Technologies in Tertiary Education : Open Oceans: Learning without borders, Geelong, Victoria, E1
Questioning worth: selling out in the music industry
K Bridson, J Evans, R Varman, M Volkov, S McDonald
(2017), Vol. 51, pp. 1650-1668, European Journal of Marketing, C1
Co-production of service experiences: insights from the cultural sector
J Minkiewicz, K Bridson, J Evans
(2016), Vol. 30, pp. 749-761, Journal of services marketing, Bingley, Eng., C1
Building Audiences: Aboriginal and Torres Strait Islander Arts
K Bridson, M Clarke, J Evans, B Martin, R Rentschler, T White
(2015), Sydney, N.S.W., A6
How do consumers co-create their experiences? An exploration in the heritage sector
J Minkiewicz, J Evans, K Bridson
(2014), Vol. 30, pp. 30-59, Journal of marketing management, Abingdon, England, C1
C.U.L.T.U.R.E. : marketing education in the age of cultural diversity
A Ringer, M Volkov, K Bridson
(2014), Vol. 56, pp. 503-520, Education + training, Bingley, England, C1
Exhibitions as sub-brands: an exploratory study
R Rentschler, K Bridson, J Evans
(2014), Vol. 4, pp. 45-66, Arts marketing: an international journal, Bingley, Eng., C1
Koorie Heritage Trust : the window into Koorie culture
J Evans, K Bridson
(2014), Melbourne, Vic., A6
Retail brand orientation, positional advantage and organisational performance
K Bridson, J Evans, F Mavondo, J Minkiewicz
(2013), Vol. 23, pp. 245-264, International review of retail, distribution and consumer research, Oxon, England, C1
Branding the public art museum sector : a new competitive model
J Evans, K Bridson
(2013), Melbourne, Vic., A6-1
Demonstrating impact - four case studies of public art museums
J Evans, K Bridson, J Minkiewicz
(2013), Melbourne Vic., A6
Drivers, impediments and manifestations of brand orientation in museums : an exploratory study
J Evans, K Bridson, R Rentschler
(2012), Vol. 46, pp. 1457-1475, European journal of marketing, Bingley, England, C1
Portrait of a star : National Gallery of Victoria
R Rentschler, K Bridson, J Evans
(2011), Vol. 13, pp. 59-73, International journal of arts management, Montreal, Canada, C1
Corporate image in the leisure services sector
J Minkiewicz, J Evans, K Bridson, F Mavondo
(2011), Vol. 25, pp. 190-201, Journal of services marketing, Bingley, England, C1
Marketing the marketing discipline : the influence of delivery modes on discipline major choice
A Ringer, M Volkov, A Vocino, K Bridson, S Adam
(2011), Vol. 12, pp. 45-65, Information technology, education and society, South Melbourne, Vic, C1
Manifestations of brand orientation in museums : an exploratory study
J Evans, K Bridson, R Rentschler
(2011), pp. 435-442, Summer Marketing Educators' Conference Proceedings : Marketing 2011: Delivering Value in Turbulent Times, San Francisco, Calif., E1
International students' perceptions of the Australian tertiary learning environment
A Ringer, M Volkov, K Bridson
(2010), ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1
A Ringer, M Volkov, K Bridson
(2010), pp. 1-10, ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1
Brand love, brand image and loyalty in Australian elite sport
S Broadbent, K Bridson, L Ferkins, R Rentschler
(2010), ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1
Co-creation in the heritage sector
J Minkiewicz, J Evans, K Bridson
(2009), pp. 1-10, ANZMAC 2009 : Sustainable management and marketing conference, Melbourne, Vic., E1
Psychic distance : antecedents, retail strategy implications and performance outcomes
J Evans, F Mavondo, K Bridson
(2008), Vol. 16, pp. 32-63, Journal of international marketing, Chicago, Ill., C1
Revisiting retail internationalisation drivers, impediments and business strategy
J Evans, K Bridson, J Byrom, D Medway
(2008), Vol. 36, pp. 260-280, International journal of retail and distribution management, Bingley, England, C1
Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty
K Bridson, J Evans, M Hickman
(2008), Vol. 15, pp. 364-374, Journal of retailing and consumer services, Oxford, England, C1
Students' perception of an online marketing subject : a qualitative approach
M Volkov, A Ringer, K Bridson, A Vocino
(2008), pp. 1-9, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
Authenticity in a modern music industry : a qualitative exploration into 'selling out'
S McDonald, K Bridson, M Volkov
(2008), pp. 1-7, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
Retail franchising : management and support within the franchise network
M Bugg, K Bridson
(2008), pp. 1-8, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
Building brand identity : Does it pay? An investigation into cultural and recreational services
J Minkiewicz, J Evans, K Bridson
(2008), pp. 1-8, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
CSR orientation and organisational performance in the Australian retail industry
A Zur, J Evans, K Bridson
(2008), pp. 1-8, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
J Minkiewicz, J Evans, K Bridson, F Mavondo
(2008), pp. 1-7, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
Experiential satisfaction with a wholly online marketing unit
A Ringer, A Vocino, M Volkov, K Bridson
(2008), pp. 1-7, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1
Don't tate us! The impediments and drivers of branding museums
K Bridson, J Evans
(2007), pp. 430-436, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, New Zealand, E1
T Debenham, K Bridson, A Vocino
(2007), pp. 380-387, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, NZ, E1
The relevance of role models to older aged generation Y consumers
J Minkiewicz, K Bridson
(2007), pp. 476-482, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, New Zealand, E1
J Minkiewicz, F Mavondo, K Bridson
(2007), pp. 25-33, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, New Zealand, E1
Motivations for developing direct trade relationships
M Parker, K Bridson, J Evans
(2006), Vol. 34, pp. 121-134, International journal of retail & distribution management, Bingley, England, C1
Online retail loyalty strategies
R Cuthbertson, K Bridson
(2006), Vol. 5, pp. 279-294, International journal of information technology and management, Olney, England, C1
Brand orientation and retail strategy within the Australian museum sector
J Evans, K Bridson
(2006), Academy of Marketing Conference, 4-6 July 2006 : hosted by Middlesex University Business School, London, London, England, E1
Advances in buyer-supplier relationship understanding
M Parker, K Bridson, J Evans
(2006), Academy of Marketing Conference, 4-6 July 2006 : hosted by Middlesex University Business School, London, London, England, E1
Relational capabilities and brand strategy within commoditised industries
M Parker, J Evans, K Bridson
(2006), ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, Gardens Point Campus, Brisbane, E1
Explaining retail offer adaptation through psychic distance
J Evans, K Bridson
(2005), Vol. 33, pp. 69-78, International journal of retail & distribution management, Bingley, England, C1-1
An alternative perspective on relationships, loyalty and future store choice
J Dixon, K Bridson, J Evans, M Morrison
(2005), Vol. 15, pp. 351-374, International review of retail, distribution and consumer research, Abingdon, England, C1-1
Loyalty program attributes and their influence on retail customer satisfaction
K Bridson, M Hickman, J Evans
(2005), pp. 8-13, ANZMAC 2005 : Broadening the boundaries, conference proceedings, Fremantle, Western Australia, E1
Retail internationalisation : drivers, impediments and business strategy
J Evans, K Bridson, J Byrom, D Medway
(2005), pp. 1-10, Research in the Distributive Trades : Proceedings of the 13th International European Association for Education and Research in Commercial Distribution, Lund, Sweden, E1
M Parker, J Evans, K Bridson
(2005), pp. 1-17, Research in the Distributive Trades : Proceedings of the 13th International European Association for Education and Research in Commercial Distribution, Lund, Sweden, E1
J Evans, K Bridson, J Byrom, D Medway
(2005), pp. 21-27, ANZMAC 2005 : Broadening the boundaries, conference proceedings, Fremantle, W.A., E1
The secret to a fashion advantage is brand orientation
K Bridson, J Evans
(2004), Vol. 32, pp. 403-411, International journal of retail & distribution management, Bradford, England, C1-1
A resource-based view of retail competitive advantage
J Evans, K Bridson, J Byrom, D Medway
(2004), pp. 1-7, ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1-1
The role of brand orientation in explaining retail offer advantage
K Bridson, J Evans, F Mavondo
(2003), pp. 1-12, EAERCD 2003 : 12th European Association for Education and Research in Commercial Distribution conference proceedings, Paris, France, E1-1
Retail strategy, its antecedents and relationship with pharmacy performance
K Bridson, A Varatharajan
(2003), Marketing across Borders and Boundaries: Proceedings of the World Marketing Congress Academy of Marketing Science Volume XI, 2003, Perth, Western Australia, E1-1
M Parker, K Bridson
(2003), pp. 1-12, EAERCD 2003 : 12th European Association for Education and Research in Commercial Distribution conference proceedings, Paris,France, E1-1
M Parker, K Bridson
(2003), Marketing across borders and boundaries understanding cross-functional and inter-disciplinary interfaces within an increasingly global environment : Perth, Western Australia, June 11-14, 2003, Perth, Western Australia, E1-1
Brand orientation : conceptualisation, operationalisation and explanatory power
K Bridson, F Mavondo
(2002), pp. 2151-2158, Proceedings of the Australian and New Zealand Marketing Academy Conference, Geelong, Victoria, E1-1
The importance of retail strategy for pharmacies
A Varatharajan, K Bridson
(2002), pp. 2091-2097, Proceedings of the Australian and New Zealand Marketing Academy Conference, Melbourne, Australia., E1-1
M Parker, K Bridson
(2002), pp. 2081-2089, ANZMAC 2002 : conference proceedings, Melbourne, Australia, E1-1
Brand orientation: another explanation of retailer performance
K Bridson, F Mavondo
(2001), pp. 1-8, Proceedings of The Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand, E1-1
K Bridson, F Mavondo, J Evans
(2001), Proceedings of the tenth biennial World Marketing Congress : global marketing issues at the turn of the millennium, Cardiff, Wales, E1-1
Funded Projects at Deakin
Other Public Sector Funding
Best Practice Models of Economic and Social Impact in Public Art Museums
A/Prof Kerrie Bridson
ArtsVic Grant - Research - Arts Victoria
- 2013: $10,240
Indigenous Art: Increasing Audiences
Prof Ruth Rentschler, Prof Brian Martin, A/Prof Kerrie Bridson, A/Prof Jody Evans
Australia Council for the Arts Grant - Research
- 2014: $89,465
Industry and Other Funding
Stats and Stories: Arts Impact in Regional Australia
Prof Ruth Rentschler, A/Prof Kerrie Bridson, A/Prof Jody Evans
Regional Arts Australia
- 2014: $23,000
Avoiding Transactional Placements: Tips, training, and guidance from the lived experience of Indigenous organisations and community groups
Dr Wayne Read, A/Prof Kerrie Bridson, Mr Tom Molyneux, Ms Cassandra Seery, Dr Micaela Spiers, Dr Julia Alessandrini
Australian Collaborative Education Network Research Grants
- 2021: $10,000
Supervisions
Anne Helen Kershaw
Thesis entitled: Coproduction in Museums: A study of museum work with culturally diverse communities
Doctor of Philosophy, Department of Marketing
Jessica Helmi
Thesis entitled: Country Brand and Stakeholder Engagement: Case Study of Australia Unlimited
Doctor of Philosophy, Department of Marketing
Yolande Vandenberg
Thesis entitled: Conceptualising Word-of-Mouth: In an Era of Social Media
Doctor of Philosophy, Department of Marketing
Sarah Louise Broadbent
Thesis entitled: Brand Love in Sport: Antecedents and Consequences
Doctor of Philosophy, School of Management and Marketing
Stephen Ogden-Barnes
Thesis entitled: Promotional Competitions: Management Decision-making in the Australian Consumer Marketplace
Doctor of Philosophy, School of Management and Marketing