# Our research

**Source**: https://www.mq.edu.au/macquarie-business-school/our-departments/department-of-marketing/our-research
**Parent**: https://www.mq.edu.au/macquarie-business-school/our-research

Level 2, 4 Eastern Road
\
Macquarie University NSW 2109 Australia

Innovators in teaching and research
[News and highlights](https://www.mq.edu.au/macquarie-business-school/news)

## Addressing contemporary marketing strategies

We work closely with industry to tackle current challenges in today’s competitive business environment. An important focus of our research is to address questions of social importance and sustainability.

### Our areas of expertise

Our research is focused around two broad themes:

Enhancing experiences through digital transformation, emotional insight, and engagement.\
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In the customer experience research stream, we provide novel insights into creating strong engagement with customers. This includes topics such as online consumer engagement, responsible consumption, consumer perceptions, biases, and decision-making.

Research projects create impact on customer satisfaction, their wellbeing, and experience with organisations.

Relevant projects include:

- Consumer engagement in [social media brand page,](https://researchers.mq.edu.au/en/publications/brand-and-consumer-engagement-behaviors-on-facebook-brand-pages-l) [social networking services](https://researchers.mq.edu.au/en/publications/consumers-online-brand-related-activities-cobras-on-sns-brand-pag), and [online brand communities](https://researchers.mq.edu.au/en/publications/consumer-engagement-within-retail-communication-channels-an-exami)
- Consumer perception of [food serving size and healthy intuition](https://researchers.mq.edu.au/en/publications/the-light-healthy-intuition)
- How consumers [cope with crisis](https://researchers.mq.edu.au/en/publications/coping-with-crisis-the-paradox-of-technology-and-consumer-vulnera) and [resource constraints](https://researchers.mq.edu.au/en/publications/resilience-and-wellbeing-production-among-vulnerable-consumers-fa)
- [Religiosity](https://researchers.mq.edu.au/en/publications/religious-belief-religious-priming-and-negative-word-of-mouth-in-), [minority group favouritism](https://researchers.mq.edu.au/en/publications/minority-group-favoritism-in-service-encounters), and [robots](https://researchers.mq.edu.au/en/publications/human-staff-vs-service-robot-vs-fellow-customer-does-it-matter-wh) in service encounters
- [Omnichannel customer experience](https://researchers.mq.edu.au/en/publications/perceived-omnichannel-customer-experience-ocx-concept-measurement).

Building competitive advantage through brand strategy, innovation, and ethical practices.

In the market-based strategy and innovation research stream, we build on deep market and competitor understanding to derive strategies for rendering organisations innovative, market-oriented, and entrepreneurial. This includes topics such as firm and employee creativity, service staff behaviour, as well as ecosystems and strategic relationships.

Relevant projects include:

- [Creativity in advertising](https://researchers.mq.edu.au/en/publications/a-meta-analysis-of-when-and-how-advertising-creativity-works)
- [Brand competitiveness](https://researchers.mq.edu.au/en/publications/brand-competitiveness-introducing-the-customer-based-brand-value-), [woke branding](https://researchers.mq.edu.au/en/publications/woke-brand-activism-authenticity-or-the-lack-of-it) and [brand origin](https://researchers.mq.edu.au/en/publications/the-effects-of-brand-origin-and-country-of-manufacture-on-consume)
- Impact of [marketing strategy](https://researchers.mq.edu.au/en/publications/what-can-the-university-sector-teach-us-about-strategy-support-fo) and [sustainability](https://researchers.mq.edu.au/en/publications/strengthening-b2b-brands-by-signalling-environmental-sustainabili) on firm performance
- [Innovation in healthcare](https://researchers.mq.edu.au/en/publications/open-service-innovation-for-healthcare-organizations) and [environmental sustainability](https://researchers.mq.edu.au/en/publications/do-senior-managers-hold-the-keys-to-unlock-innovation-and-environ)
- [Pricing strategies](https://researchers.mq.edu.au/en/publications/cheaper-and-smaller-or-more-expensive-and-larger-how-consumers-re).

### Our methodology expertise

- Advanced analytics: structural equation modelling, experimental design, eye tracking, predictive modelling, network analysis psychometric scale development.
- Qualitative insights: text mining, thematic analysis, interpretive research, narrative analysis, mixed-methods approaches
- Industry application: field experiments, scenario-based testing, longitudinal studies.
- Policy translation: research-to-practice frameworks,stakeholder impact assessment.

Our researchers have strong collaborative ties with scholars across the globe and our research has been published in top marketing journals, including: *Journal of Marketing*, *Journal of Marketing Research*, *Journal of the Academy of Marketing Science*, *Journal of Service Research*, *Journal of Product Innovation Management*, *International Journal of Research in Marketing*and *Journal of Consumer Psychology*, among others.