Overview
Background
I'm a senior lecturer in marketing at the UQ Business School. My expertise lies in the domain of digital marketing strategy. Study after study suggests that firms and marketers are having difficulty “becoming digital”. I spend my days investigating the nature of the challenge and determining what leading marketing organisations can do to rapidly increase their digital sophistication. Consumers are inundated with meaningless messages and making your brand stand out – in any language, or on any device, is a major challenge. As Australia’s first PhD in digital marketing, I have a long-game perspective on digital transformation. The majority of my research examines how brands can engage with their markets in more meaningful ways. Transferring your business to digital is easy but being human is not. I therefore specialise in studying how consumers respond best to digital communications, with a particular interest in issues of data retention and and privacy. My background is in telecommunications and I have consulted with several firms and government bodies in the areas of digital marketing strategy. I have taught extensively at both undergraduate and postgraduate levels. If you’re interested in learning more about the kind of work I do or if you’d like to explore how we might be able to work together, please reach out to me via the contact details listed here.
Availability
- Dr Mark Brown is:
- Available for supervision
Fields of research
Qualifications
- Bachelor of Human Movement Science, The University of Queensland
- Doctor of Philosophy, Griffith University
Works
Search Professor Mark Brown’s works on UQ eSpace
2022
Conference Publication
The academic-practitioner gap in marketing: empirical evidence on its magnitude, consequences and antecedents
Piehler, Rico, Brown, Mark and Alpert, Frank (2022). The academic-practitioner gap in marketing: empirical evidence on its magnitude, consequences and antecedents. ANZMAC 2022, Perth, WA Australia, 5-7 December 2022. Perth, WA Australia: ANZMAC.
2022
Conference Publication
The effect of social media complaint management on the perceptions and behavioural intentions of virtually present others (VPOs)
Tee, Yu Yhee, Hartley, Nicole, Brown, Mark and Wallin, Ann (2022). The effect of social media complaint management on the perceptions and behavioural intentions of virtually present others (VPOs). ANZMAC 2022, Perth, WA Australia, 5-7 December 2022. Perth, WA Australia: ANZMAC.
2022
Journal Article
Branding’s academic–practitioner gap: managers’ views
Alpert, Frank, Brown, Mark, Ferrier, Elizabeth, Gonzalez-Arcos, Claudia Fernanda and Piehler, Rico (2022). Branding’s academic–practitioner gap: managers’ views. Journal of Product and Brand Management, 31 (2), 218-237. doi: 10.1108/jpbm-09-2020-3105
2020
Journal Article
Stigma association type and sponsor corporate image: exploring the negative off-field behaviour of sportspeople
Bloxsome, Ellen, Brown, Mark, Pope, Nigel and Joseph, Christopher (2020). Stigma association type and sponsor corporate image: exploring the negative off-field behaviour of sportspeople. Australasian Marketing Journal, 28 (4), 136-144. doi: 10.1016/j.ausmj.2020.03.004
2020
Journal Article
A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness
Shams, Rahil, Brown, Mark and Alpert, Frank (2020). A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness. Australasian Marketing Journal, 28 (4), 171-180. doi: 10.1016/j.ausmj.2020.04.006
2020
Journal Article
The priming effect of competitor product information on advertising creativity
Brown, Mark, Bhadury, Roop, Bansal, Nitin and Bloxsome, Ellen (2020). The priming effect of competitor product information on advertising creativity. International Journal of Market Research, 62 (5), 147078532091030-648. doi: 10.1177/1470785320910301
2017
Journal Article
The role of brand credibility in the relationship between brand innovativeness and purchase intention
Shams, Rahil, Brown, Mark and Alpert, Frank (2017). The role of brand credibility in the relationship between brand innovativeness and purchase intention. Journal of Customer Behaviour, 16 (2), 145-159. doi: 10.1362/147539217X14909732699534
2017
Journal Article
The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site
Tan, Bin Jun, Brown, Mark and Pope, Nigel (2017). The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site. Journal of Marketing Communications, 25 (3), 1-19. doi: 10.1080/13527266.2016.1270344
2015
Journal Article
Consumer perceived brand innovativeness: conceptualisation and measurement
Shams, Rahil, Alpert, Frank and Brown, Mark (2015). Consumer perceived brand innovativeness: conceptualisation and measurement. European Journal of Marketing, 49 (9/10), 1589-1615. doi: 10.1108/EJM-05-2013-0240
2014
Journal Article
Consumer perceptions of trade show effectiveness: scale development and validation within a B2C context
Gottlieb, Udo, Brown, Mark and Ferrier, Elizabeth (2014). Consumer perceptions of trade show effectiveness: scale development and validation within a B2C context. European Journal of Marketing, 48 (1/2), 89-107. doi: 10.1108/EJM-06-2011-0310
2014
Book Chapter
International sponsorship research
Bloxsome, Ellen L., Brown, Mark R., Pope, Nigel K. Ll. and Voges, Kevin E. (2014). International sponsorship research. The Handbook of International Advertising Research. (pp. 529-553) edited by Hong Cheng. Chichester, West Sussex, UK: John Wiley & Sons. doi: 10.1002/9781118378465.ch26
2011
Journal Article
The influence of service quality and trade show effectiveness on post-show purchase intention
Gottlieb, Udo R., Brown, Mark R. and Drennan, Judy (2011). The influence of service quality and trade show effectiveness on post-show purchase intention. European Journal of Marketing, 45 (11/12), 1642-1659. doi: 10.1108/03090561111167324
2011
Journal Article
Phone bullying: Impact on self-esteem and well-being
Drennan, Judy, Brown, Mark and Sullivan Mort, Gillian (2011). Phone bullying: Impact on self-esteem and well-being. Young Consumers, 12 (4), 295-309. doi: 10.1108/17473611111185850
2010
Journal Article
The impact of comedic violence on viral advertising effectiveness
Brown, M. R., Bhadury, R. K. and Pope, N. K. Ll. (2010). The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39 (1), 49-65. doi: 10.2753/JOA0091-3367390104
2010
Book Chapter
Framework for mobile marketing: The locales framework
Lee, Dennis, Muhlberger, Ralf and Brown, Mark (2010). Framework for mobile marketing: The locales framework. Handbook of research on mobile marketing management. (pp. 37-57) edited by Key Pousttchi and Dietmar G. Wiedemann. Hershey, PA, United States: IGI Global.
2009
Journal Article
Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image
Pope, N., Voges, K. E. and Brown, M. (2009). Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image. The Journal of Advertising, 38 (2), 5-20. doi: 10.2753/JOA0091-3367380201
2009
Journal Article
Membership retention in professional sports organisations
Brown, M., Misko, D. and Lee, D. (2009). Membership retention in professional sports organisations. International Journal of Sport Management and Marketing, 6 (1), 52-67. doi: 10.1504/IJSMM.2009.026756
2007
Journal Article
Privacy concerns and the purchasing of travel services online
Brown, M. R., Muchira, R. and Gottlieb, U. (2007). Privacy concerns and the purchasing of travel services online. Information Technology & Tourism, 9 (1), 15-25.
2005
Conference Publication
Privacy Concerns and Purchase of Travel Product Online
Brown, Mark R., Gottleib, Udo and Muchira, Rose (2005). Privacy Concerns and Purchase of Travel Product Online. ENTER 2005 Twelfth International Conference on Information Technology and Travel in Tourism, Innsbruck, Austria, 26-28 January, 2005. Wien ; New York: Springer. doi: 10.1007/3-211-27283-6_26
2004
Journal Article
Investigating the relationship between internet privacy concerns and online purchase behavior
Brown, Mark and Muchira, Rose (2004). Investigating the relationship between internet privacy concerns and online purchase behavior. Journal of Electronic Commerce Research, 5 (1), 62-70.
Funding
Past funding
Supervision
Availability
- Dr Mark Brown is:
- Available for supervision
Before you email them, read our advice on how to contact a supervisor.
Supervision history
Current supervision
-
Doctor Philosophy
Sales recruitment and incentivisation in complex B2B as-a-service organisations across the organisation lifecycle.
Principal Advisor
Other advisors: Professor Ashish Sinha
-
Doctor Philosophy
Crossing the Spatial Computing Threshold: Exploring Consumer Behaviour and Brand Engagement Dynamics
Principal Advisor
Other advisors: Associate Professor Nicole Hartley
-
Doctor Philosophy
The Effect of Social Media Complaint Management on Collective Brand Perceptions and Behavioural Intentions
Associate Advisor
Other advisors: Dr Ann Wallin, Associate Professor Nicole Hartley
Completed supervision
-
2006
Doctor Philosophy
TRADE SHOW EFFECTIVENESS AND OUTCOMES: A VISITOR'S PERSPECTIVE
Principal Advisor
-
2015
Doctor Philosophy
How Consumers Perceive, Process and Respond to Innovativeness: An Examination of Consumer Perceived Brand Innovativeness
Associate Advisor
-
2007
Doctor Philosophy
MOBILE MARKETING RESEARCH: A LOCALES FRAMEWORK ANALYSIS
Associate Advisor
Media
Enquiries
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