Past research

Deakin’s Department of Marketing has a broad range of research interests, including social/transformative marketing, services marketing, marketing communication, marketing strategy, and marketing/business education. We’re also building capacity in customer analytics and modelling. Find out more through our publications below.


The effect of mobile technology usage on work engagement and emotional exhaustion in Japan, Journal of Business Research,69 (9), 3315-3323
Authors: Fujimoto, Y., Ferdous, A.S., Sekiguchi, T. Sugianto, L-F.

Listerine–for the bridesmaid who’s never a bride: Disparaging humour increases brand attitude and recall among the powerless. European Journal of Marketing, 50(7/8), 1137-1158.
Authors: Newton, J. D., Wong, J., Newton, F. J.

Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behaviour, Industrial Marketing Management,52, 163-174
Authors: Nyadzayo, M.W., Matanda, M.J., Ewing, M.T.

Examining customer evaluations across different self-service technologies, Journal of Services Marketing,30(1) 88-102
Authors: Robertson, N., McDonald, H., Leckie, C. McQuilken, L.

Powerlessness following service failure and its implications for service recovery, Marketing Letters, 27(1), 63-75
Authors: Wong, J., Newton, J.D., Newton, F.J.


Understanding the dynamics between social entrepreneurship and inclusive growth in subsistence marketplaces. Journal of Public Policy and Marketing,34(2), 252-271
Authors: Azmat, F., Ferdous, A.S., Couchman, P.

The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions, Journal of Retailing and Consumer Services,27, 103-112
Authors: Casidy, R., Shin, H.

The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management,22(2), 117-135
Authors: Casidy, R., Wymer, W.

The effectiveness of life-cycle pricing for consumer durables, Journal of Business Research, 68(7), 1602-1606
Authors: Grimmer, M., Miles, M.P., Polonsky, M.J., Vocino, A.

The social status of health message endorsers influences the health intentions of the powerless, Journal of Advertising, 44(2), 151-160
Authors: Newton, J.D., Wong, J., Newton, F.J.

A cross-nationally validated decision-making model of environmental coaction, International Marketing Review, 32(3-4), 350-365
Authors: Newton, J.D., Newton, F.J., Salzberger, T. Ewing, M.T.

The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research, 68(9), 1886-1894
Authors: Nyadzayo, M.W., Matanda, M.J., Ewing, M.T.

Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions, Journal of Marketing Management, 31(7-8), 713-746
Authors: Valos, M., Polonsky, M.J., Mavondo, F., Lipscomb, J.


An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability, Journal of Strategic Marketing, 23(7), 600-615
Authors: D'Souza, C., Taghian, M., Sullivan-Mort, G. Gilmore, A.

How contagious is your viral marketing campaign? A mathematics model for assessing campaign performance, Journal of Advertising Research, 54(2), 205-216
Authors: Ewing, M.T., Stewart, D.B., Mather, D.R., Newton, J.D.

The impact of frontline employees' perceptions of internal marketing on employee outcomes, Journal of Strategic Marketing, 22(4), 300-315
Authors: Ferdous, A.S., Polonsky, M.

Inter-firm learning and knowledge-sharing in multinational networks: An outsourced organization's perspective, Journal of Business Research, 67(4) 615-622
Authors: Gupta, S., Polonsky, M.

Beyond door-to-door: The implications of invited in-home selling, Journal of Consumer Affairs, 48(1) 195-221
Authors: Harrison, P., Massi, M., Chalmers, K.

Managing B2B customer churn, retention and profitability, Industrial Marketing Management, 43(7), 1258-1268
Authors: Jahromi, A.T., Stakhovych, S., Ewing, M.

When nutritional guidelines and life collide: family fruit and vegetable socialisation practices in low socioeconomic communities, Journal of Marketing Management, 30(15-16), 1625-1653
Authors: Judd, S.M., Newton, J.D., Newton, F.J., Ewing M.T.

Social inclusion through cultural engagement among ethnic communities, Journal of Hospitality Marketing and Management, 24(4), 375-400
Authors: Le, H., Polonsky, M., Arambewela, R.

How do consumers co-create their experiences? An exploration in the heritage sector, Journal of Marketing Management, 30(1-2) 30-59
Authors: Minkiewicz, J., Evans, J., Bridson, K.

Resolving contradictions in institutional demands through loose coupling, Industrial Marketing Management, 43(5), 747-753
Authors: Newton, J.D., Ewing, M.T., Collier, P.M.

The interrelationship between temporal and environmental orientation and pro-environmental consumer behaviour, International Journal of Consumer Studies,38(6), 612-619
Authors: Polonsky, M.J., Vocino, A., Grimmer, M. , Miles, M.P.

Relationship between the dominant social paradigm, materialism and environmental behaviours in four Asian economies, European Journal of Marketing, 48 (3/4), 522-551
Authors: Polonsky M.J., Kilbourne W., Vocino A.

Corporate patriotism as a source of corporate reputation: a comparative multi-stakeholder approach, Journal of Strategic Marketing, 22(6) 471-493
Authors: Puncheva-Michelotti, P., McColl, R., Vocino, A. Michelotti, M.

Detecting gender item bias and differential manifest response behavior: A Rasch-based solution, Journal of Business Research,,67(4), 598-607
Authors: Salzberger, T., Newton, F.J., Ewing, M.T. (2014).

Comparing Churn Prediction Techniques and Assessing Their Performance: A Contingent Perspective, Journal of Service Research, 19(2), 123-141
Authors: Tamaddoni, A., Stakhovych, S., Ewing, M.

Status, Caste, and Market in a Changing Indian Village, Journal of Consumer Research, 42(3), 472-498
Authors: Vikas, R.M., Varman, R., Belk, R.W.

Effects of power and individual-level cultural orientation on preferences for volunteer tourism, Tourism Management, 42, 132-140
Authors: Wong, J., Newton, J.D., Newton, F.J.

Development of a whole agency approach to market segmentation in parks, Journal of Leisure Research, 46(5), 563-592
Authors: Zanon, D., Hall, J., Lockstone-Binney, L., Weber, D.

Sizing up the effect of portion size on consumption: A meta-analytic review, Journal of Marketing, 78(3), 140-154
Authors: Zlatevska, N., Dubelaar, C., Holden, S.S.