Associate Professor Alicia Kulczynski
Associate Professor
Newcastle Business School (Marketing)
- Email:alicia.kulczynski@newcastle.edu.au
- Phone:(02) 4921 6805
Consumers, concerts and crows feet
From the wrinkles in a brand ambassador’s smile, to the way the product name sounds in your mouth, Dr Alicia Kulczynski studies the underlying factors that motivate consumer attitudes and behaviour.
Alicia is currently the Head of the Marketing and Tourism Discipline in the Newcastle Business School, and a Senior Lecturer of Marketing at the University of Newcastle.
Utilising her research expertise in consumer behaviour, branding, and advertising, Alicia designs marketing experiments that show how consumers react and behave in response to advertising and branding stimuli.
“I conduct engaged research with both local and international SME’s that is of value to end users, and I have conducted impactful research that has influenced the development of strategies and marketing efforts for large, international brands,” Alicia explains.
An early career researcher with an impressive collaboration and publication record, Alicia has published in international academic journals such as the International Journal of Research in Marketing, European Journal of Marketing, Psychology & Marketing and Journal of Brand Management.
The science of perception
Tracing Alicia’s career trajectory gives insight into how she became expert at this very specific science.
She first obtained undergraduate degrees in both Science (Forensic) and Arts (Communication Studies) from the University of Newcastle, then seamlessly combined these seemingly disparate interests to become a leading expert in consumer response, earning a PhD in Management (Marketing) in 2014.
“The thing that motivates me or excites me the most about my research is I get to combine my love for design with my academic ability and knowledge in marketing,” Alicia says.
Associate Professor Jasmina Ilicic (Monash) and Stacey Baxter (University of Sydney) are close collaborators with Alicia. After uniting as unknowns at an Australian and New Zealand Marketing Academy Conference in 2012, the three bonded over similar research interests. They have built an international reputation in record time working hard on fascinating aspects of the nuances of marketing.
Sourcing authenticity
Three specific areas of consumer response research make up the majority of Alicia’s study – the largest being understanding the influence of spokesperson characteristics on consumer evaluations of marketing communications.
A particularly interesting focus of Alicia’s is on the smile in relation to endorsement authenticity. Alicia and her collaborators have made significant advances in this area, finding it was possible to boost consumer perceptions of celebrity genuineness through the use of a particular smile in advertising.
“In relation to spokesperson and celebrity characteristics I have examined the effect of smiling, and the types of smiles, facial characteristics such as symmetry, characteristics of eyes, and hair colour, to name a few, on consumer evaluations of concepts such as genuineness, purity and source trustworthiness, source authenticity, attachment, and source credibility,” Alicia says.
“These in turn have flow on attitudinal and behavioural effects with implications for marketing practice.”
Valuing words and music
A second area of expertise for Alicia is the use of psycholinguistics (sounds in words) in branding. Her work in this area includes collaborative investigations into the responses of children to pseudohompohone priming, and phonetic symbolism in branding.
“I have looked at how the sounds in words, names, and brand names influence consumer evaluations of product attributes,” Alicia says.
“Sounds in words and pictures can prime perceptions of attributes, brand meaning, attitudes, desire, and purchase intention.”
Thirdly, Alicia has studied consumer behaviour in relation to popular music concert attendance.
“This year I was contacted by the Director of Marketing and Communications for the world’s largest music festival brand with headquarters in Miami, Florida acknowledging my impact to changing practice in the field,” Alicia says.
It was very affirming to be told that my research works “particularly on motivations for concert attendance, have been invaluable in the development of our strategies and in organizing our marketing efforts” by Ultra Music Festival and Ultra Worldwide’s Albert Berdellans.
Marketing health
Whilst the majority of Alicia’s research is commercial and conducted to assist brand managers and advertisers, it spans many contexts, such as communicating with children, message strategies for promoting healthy eating, and cause related marketing.
Most recently, Alicia has been invited, as a consumer behaviour and marketing expert, to partner with a Swedish SME on a project on market investigation of a diabetes management system in Australia.
“For this project I will be leading activities that drive understanding the preferences of patients and health care professionals, including assessing consumer attitudes towards the diabetes technology, and intention to adopt the technology before introduction to the Australian market.”
Alicia’s end goal is to become a transdisciplinary expert, combining her STEMM mindset and research prowess with her ability to collaborate with a broader group of stakeholders in order to assist research in areas that will make a difference.
“All humans are consumers, and through my research I am able to gain a solid understanding of human behaviour.”
“Knowing their preferences and how humans respond to different kinds of stimuli is beneficial to many areas of research outside of marketing.”
Consumers, concerts and crows feet
From the wrinkles in a brand ambassador’s smile, to the way the product name sounds in your mouth, Dr Alicia Kulczynski studies the underlying factors that motivate consumer attitudes and behaviour.Alicia is currently the Head of the Marketing and Tourism…
Career Summary
Biography
Alicia is an accomplished scholar in the field of marketing, holding a PhD in Management (Marketing) and serving as an Associate Professor of Marketing at the University of Newcastle, Australia. She also holds the position of Head of the Marketing and Tourism Discipline within the Newcastle Business School.
Throughout her career, Alicia has conducted impactful research that has influenced the evaluation of products and services, as well as marketing strategies for local and global brands. Her research endeavors encompass diverse areas within branding and advertising, such as messaging strategies for promoting healthy eating and food consumption, brand names, brand logo design, advertising techniques, celebrity endorsements, communication with children, brand communities, and cause-related marketing.
Alicia's significant contributions to the field are reflected in her numerous high-quality research publications in leading marketing journals. Her work plays a pivotal role in assisting marketers, brand managers, and advertisers by designing effective marketing experiments that showcase consumers' attitudinal and behavioral responses to advertising and brand stimuli.
Qualifications
- Doctor of Philosophy, University of Newcastle
- Bachelor of Arts (Communication Studies), University of Newcastle
- Bachelor of Science (Forensic), University of Newcastle
Keywords
- Advertising
- Applied Marketing Research
- Brand Elements
- Brand Perception
- Branding
- Consumer Behaviour
- Consumer Psychology
- Experiments
- Phonetic Symbolism
- Priming Effects
- Spokesperson Effectiveness
- Typography
Fields of Research
Code | Description | Percentage |
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350601 | Consumer behaviour | 50 |
350604 | Marketing communications | 50 |
Professional Experience
UON Appointment
Title | Organisation / Department |
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Associate Professor | University of Newcastle Newcastle Business School Australia |
Awards
Award
Year | Award |
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2013 |
Packers Prize, Best research poster in the Faculty of Business and Law Research Showcase Faculty of Business and Law, The University of Newcastle |
Research Award
Year | Award |
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2023 |
Best Paper Award, Macromarketing Track, ANZMAC 2023 ANZMAC |
2019 |
Best Paper Award, Marketing Communications Track, ANZMAC 2019 ANZMAC |
2018 |
Best Paper Award, Product and Brand Management Track, ANZMAC 2018 The University of Adelaide |
2017 |
Faculty Early Career Research and Innovation Award Faculty of Business and Law, The University of Newcastle |
2017 |
Vice-Chancellor’s Award for Early Career Research and Innovation Excellence The University of Newcastle |
2015 |
Best Paper Award, Brand and Brand Management Track, ANZMAC 2015, University of New South Wales, Sydney, Australia ANZMAC |
2010 |
Best Paper Award, Tourism, Sports, Arts and Heritage Marketing track, ANZMAC 2010, University of Canterbury, Christchurch, New Zealand ANZMAC |
Teaching Award
Year | Award |
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2016 |
Faculty Teaching Excellence Award The University of Newcastle |
2016 |
Vice Chancellor's Award for Teaching Excellence and Contribution to Student Learning The University of Newcastle |
2011 |
Excellence in Online Postgraduate Coursework Teaching Award Faculty of Business and Law, The University of Newcastle |
2009 |
Excellence in Teaching by Sessional Staff Faculty of Business and Law, The University of Newcastle |
Thesis Examinations
Year | Level | Discipline | Thesis |
---|---|---|---|
2023 | PHD | Business | Their Feed & What They Eat: The Extent, Nature and Impact of Social Media Food Marketing Targeted to Adolescents |
2018 | Honours | Business | Using the F-word: Hashtags and Online Social Movements |
2014 | Honours | Business | ‘Product placements don’t impact my attitudes, I don’t even process them!’: Examining how product-placement prominence and cognitive load collectively influence attitudes towards a brand |
2013 | Honours | Business | Fan Loyalty: The Influence of Sports Involvement and Fan Identification in Australian Sport |
Publications
For publications that are currently unpublished or in-press, details are shown in italics.
Highlighted Publications
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2024 |
Kulczynski A, Hook M, 'Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography', Journal of Marketing, [C1]
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Journal article (32 outputs)
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2024 |
Kulczynski A, Hook M, 'Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography', Journal of Marketing, [C1]
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2021 |
Armstrong C, Kulczynski A, Brennan S, 'Cue the complaint: the visual cues of Facebook business pages and their influence on consumer complaint behaviour', JOURNAL OF MARKETING MANAGEMENT, 37 1027-1057 (2021) [C1]
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2021 |
Kulczynski A, Brennan S, Ilicic J, 'A spokesperson with any name won t be as charming: the phonetic effect of spokesperson name and gender on personality evaluations', Journal of Brand Management, 28 221-239 (2021) [C1]
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2021 |
Armstrong C, Kulczynski A, Brennan S, 'For all to see: social risk and observable complaining on Facebook', EUROPEAN JOURNAL OF MARKETING, 56 31-71 (2021) [C1]
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2021 |
Kennedy A, Baxter SM, Kulczynski A, 'Promoting authenticity through celebrity brands', European Journal of Marketing, 55 2072-2099 (2021) [C1] Purpose: This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and ... [more] Purpose: This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach: Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings: Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications: This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications: This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value: This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.
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2021 |
Hook M, Kulczynski A, 'Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities', Journal of Strategic Marketing, 29 690-705 (2021) [C1]
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2020 |
Ilicic J, Brennan SM, Kulczynski A, 'Sinfully decadent: priming effects of immoral advertising symbols on indulgence', MARKETING LETTERS, 32 61-73 (2020) [C1]
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2020 |
Hook M, Baxter S, Kulczynski A, ' I'm like you, you're like me, we make a great brand community! Similarity and children's brand community participation.', Journal of Retailing and Consumer Services, 52 1-9 (2020) [C1]
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2019 |
Ilicic J, Baxter SM, Kulczynski A, 'Keeping it real: examining the influence of co-branding authenticity in cause-related marketing', Journal of Brand Management, 26 49-59 (2019) [C1] We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influ... [more] We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influences the perceived authenticity of triadic co-branding partnerships (celebrity, brand, and cause). Across three experiments, we demonstrate that celebrity social responsibility increases perceptions of co-branding authenticity, which, in turn, enhances purchase intentions of cause-related products. We demonstrate that co-branding authenticity is a stronger predictor of purchase intentions of cause-related products than co-branding fit. We also determine that the effect of co-branding authenticity on the purchase intention of cause-related products is influenced by consumer self-transcendence values. Consumers high in self-transcendence (i.e., concerned with the welfare of other people) possess greater intentions to purchase the cause-related product when the celebrity is perceived as socially responsible and the co-branding partnership is perceived as authentic. This research has important ramifications for brand managers in the selection of partners with which to form a triadic co-branding partnership for the purpose of enhancing corporate social responsibility.
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2018 |
Ilicic J, Baxter S, Kulczynski A, 'Pseudohomophones as brand names: Prioritising the emotionally interesting homophone', European Journal of Marketing, 52 1909-1930 (2018) [C1]
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2018 |
Ilicic J, Baxter SM, Kulczynski A, 'Spot the difference: examining facial characteristics that enhance spokesperson effectiveness', European Journal of Marketing, 52 348-366 (2018) [C1] Purpose: This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source... [more] Purpose: This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Design/methodology/approach: Two studies were undertaken. Study 1 examined the effect of facial symmetry on source authenticity and endorsement effectiveness. Study 2 investigated the influence of the authentic facial cues of freckles and moles on source authenticity and advertisement attitude, brand attitude and purchase intention. Findings: Findings indicate that source authenticity is the mechanism that explains attitudinal and behavioral judgments toward advertisements featuring asymmetrical spokespeople. The phenomenon observed is due to a proposed source authenticity overgeneralization effect, whereby spokespeople with asymmetrical faces are perceived as more genuine and real which, subsequently, results in more positive attitude toward the advertisement, attitude toward the brand and greater purchase intention than advertisements featuring spokespeople with symmetrical faces. The addition of authentic (biological) facial cues (i.e. freckles and moles) on spokespeople with a symmetrical facial structure, however, can heighten perceptions of source authenticity and the manifestation of the source authenticity overgeneralization effect. Research limitations/implications: This research has implications for marketing managers in the selection and depiction of spokespeople in their advertisements. However, this research is limited, as it only examines the facial feature characteristics of symmetry, freckles, and moles. Originality/value: This research shows that an asymmetrical facial structure can positively influence source, attitudinal and behavioral judgments. This research also identifies that although symmetrical facial structures dilute source- and endorsement-based judgments, the addition of authentic facial cues, freckles and moles, can reverse the negative effects and enhance perceptions of source authenticity, attitude toward the advertisement, attitude toward the brand and purchase intentions.
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2018 |
Baxter SM, Ilicic J, Kulczynski A, 'Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: The effect of iconic brand color priming on brand personality judgments', Journal of Brand Management, 25 384-394 (2018) [C1] Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exc... [more] Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.
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2018 |
Hook M, Baxter S, Kulczynski A, 'Antecedents and consequences of participation in brand communities: A literature review', Journal of Brand Management, 25 277-292 (2018) [C1] With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings... [more] With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.
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2018 |
Ilicic J, Baxter SM, Kulczynski A, 'To Meet or Meat? Homophones in Advertising Encourage Judgments and Behaviors in Children', Journal of Advertising, 47 378-394 (2018) [C1] Despite research on the influence of homophone priming on consumer judgments and behaviors in adults (e.g., the homophone bye primes purchase; target: buy), there is no research t... [more] Despite research on the influence of homophone priming on consumer judgments and behaviors in adults (e.g., the homophone bye primes purchase; target: buy), there is no research to date on the effectiveness of homophone priming on children¿s judgments and behaviors. We examine the priming effect of homophonous devices in advertising on children¿s (aged six to 13) judgments and behaviors (i.e., the use of the word meet in advertising primes children¿s desire to eat chicken; target: meat). Across three studies we provide evidence that homophonous priming effects decrease with age, whereby younger and less skilled child readers focus on the phonology of words, which results in homophone priming. We show that older and more skilled child readers are better able to process the orthography (spelling) of a word and the meaning of the prime, resulting in homophone priming suppression. We illustrate that facilitating, or prompting, spelling verification in younger children results in their ability to disambiguate the word¿s meaning and, subsequently, suppress the irrelevant homophone. This research has implications for advertisers in terms of the execution of their advertisements to influence young children¿s judgments and behaviors.
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2018 |
Ilicic J, Kulczynski A, Baxter S, 'How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers: Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a Duchenne Smile in Advertising', Journal of Advertising Research, 58 51-64 (2018) [C1]
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2017 |
Baxter SM, Ilicic J, Kulczynski A, Lowrey TM, 'Using sublexical priming to enhance brand name phonetic symbolism effects in young children', Marketing Letters, 28 565-577 (2017) [C1]
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2017 |
Baxter S, Ilicic J, Kulczynski A, 'You see Froot, you think fruit: examining the effectiveness of pseudohomophone priming', European Journal of Marketing, 51 885-902 (2017) [C1] Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte prime... [more] Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers¿ product attribute and benefit-based judgments. Design/methodology/approach: Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings: The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications: This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value: This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
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2017 |
Kulczynski A, Ilicic J, Baxter SM, 'Pictures are grate! Examining the effectiveness of pictorialbased homophones on consumer judgments', INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 34 286-301 (2017) [C1]
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2016 |
Kulczynski A, Baxter SM, Young T, 'Measuring Motivations for Popular Music Concert Attendance', Event Management: an international journal, 20 239-254 (2016) [C1]
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2016 |
Baxter SM, Kulczynski A, Ilicic J, 'Ads aimed at dads: Exploring consumers reactions towards advertising that conforms and challenges traditional gender role ideologies', International Journal of Advertising, 35 970-982 (2016) Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experi... [more] Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.
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2016 |
Baxter SM, Kulczynski A, Ilicic J, 'Ads aimed at dads: exploring consumers' reactions towards advertising that conforms and challenges traditional gender role ideologies', INTERNATIONAL JOURNAL OF ADVERTISING, 35 970-982 (2016) [C1]
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2016 |
Kulczynski A, Ilicic J, Baxter SM, 'When Your Source Is Smiling, Consumers May Automatically Smile with You: Investigating the Source Expressive Display Hypothesis', Psychology and Marketing, 33 5-19 (2016) [C1]
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2016 |
Hook M, Baxter SM, Kulczynski A, 'Children's participation in brand-based social networks: Examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend', International Journal of Consumer Studies, 40 552-561 (2016) [C1]
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2016 |
Ilicic J, Baxter SM, Kulczynski, 'White eyes are the window to the pure soul: Metaphorical association and overgeneralization effects for spokespeople with limbal rings', International Journal of Research in Marketing, 33 840-855 (2016) [C1]
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2016 |
Ilicic J, Baxter SM, Kulczynski A, 'The impact of age on consumer attachment to celebrities and endorsed brand attachment', Journal of Brand Management, 23 273-288 (2016) [C1]
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2015 |
Baxter S, Ilicic J, Kulczynski A, 'What s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility', Marketing Letters, 26 525-534 (2015) [C1]
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2015 |
Wyllie J, Baxter SM, Kulczynski A, 'Healthy Kids: Examining the Effect of Message Framing and Polarity on Children's Attitudes and Behavioral Intentions', Journal of Advertising, 44 140-150 (2015) [C1]
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2015 |
Baxter SM, Ilicic J, Kulczynski A, Lowrey T, 'Communicating product size using sound and shape symbolism', Journal of Product and Brand Management, 24 472-480 (2015) [C1] Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿s physical attribute (size) when presented with brand elements (brand name and brand logo)... [more] Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach ¿ The relationship between sounds and shapes was examined in a pilot study. A 2 _ 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children¿s (from 5 to 12 years) product-related judgments. Findings ¿ Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). Practical implications ¿ When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand¿s name and product attributes, and also the shape of the brand¿s logo and product attributes. Originality/value ¿ This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.
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2015 |
Ilicic J, Baxter SM, Kulczynski A, 'Names versus faces: Examining spokesperson-based congruency effects in advertising', European Journal of Marketing, 49 62-81 (2015) [C1]
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2014 |
Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the automaticity of phonetic symbolism effects', International Journal of Research in Marketing, 31 448-451 (2014) [C1] This research extends our understanding of the automaticity of phonetic symbolism judgments for adults and children. Replicating Study 2 from Yorkston and Menon (2004), we demonst... [more] This research extends our understanding of the automaticity of phonetic symbolism judgments for adults and children. Replicating Study 2 from Yorkston and Menon (2004), we demonstrate that phonetic-based inferences are automatic and relatively effortless for adults, but not for children. Phonetic symbolism effects have a developmental grounding, with initial phonetic-based judgments not present in younger children (6 to 9. years). Older children (10 to 13. years), however, demonstrate phonetic-based effects only when cognitive constraints are not imposed.
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2012 |
Perkins AA, 'How devoted are you? An examination of online music fan behaviour', Annals of Leisure Research, 15 354-365 (2012) [C1]
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2012 |
Baxter SM, Perkins AA, 'The presence of violent messages in child-oriented magazine advertising: Considerations for Australian advertising guidelines', Marketing Bulletin, 23 1-8 (2012) [C1]
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Show 29 more journal articles |
Grants and Funding
Summary
Number of grants | 17 |
---|---|
Total funding | $105,545 |
Click on a grant title below to expand the full details for that specific grant.
20242 grants / $23,730
Utilising Artificial Intelligence to Assist Complainants who Speak English as a Second Language$11,865
Funding body: NSW Ombudsman's Office
Funding body | NSW Ombudsman's Office |
---|---|
Project Team | Doctor Christine Armstrong, Doctor Moji Barari, Doctor Margurite Hook, Associate Professor Alicia Kulczynski, Doctor Bin Li |
Scheme | Research Project |
Role | Investigator |
Funding Start | 2024 |
Funding Finish | 2024 |
GNo | G2400431 |
Type Of Funding | C2300 – Aust StateTerritoryLocal – Own Purpose |
Category | 2300 |
UON | Y |
Utilising Artificial Intelligence to Assist Complainants who Speak English as a Second Language$11,865
Funding body: University of Newcastle
Funding body | University of Newcastle |
---|---|
Project Team | Doctor Christine Armstrong, Doctor Bin Li, Doctor Moji Barari, Doctor Margurite Hook, Associate Professor Alicia Kulczynski |
Scheme | Industry Matched Funding Scheme |
Role | Investigator |
Funding Start | 2024 |
Funding Finish | 2024 |
GNo | G2400433 |
Type Of Funding | Internal |
Category | INTE |
UON | Y |
20231 grants / $3,400
I2N Annual Program Evaluation$3,400
Funding body: I2N University of Newcastle
Funding body | I2N University of Newcastle |
---|---|
Scheme | Program Evaluation |
Role | Lead |
Funding Start | 2023 |
Funding Finish | 2023 |
GNo | |
Type Of Funding | Not Known |
Category | UNKN |
UON | N |
20223 grants / $12,045
AI Platform Development for Workplace Mental Health Management in SMEs$5,000
Funding body: College of Human and Social Futures | University of Newcastle
Funding body | College of Human and Social Futures | University of Newcastle |
---|---|
Project Team | Alicia Kulczynski (lead), Courtney Molloy, Sarah Bankins |
Scheme | CHSF - Matched Funding |
Role | Lead |
Funding Start | 2022 |
Funding Finish | 2022 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Better for Business Central Coast (BBCC)$4,545
Funding body: Central Coast Industry Connect Ltd
Funding body | Central Coast Industry Connect Ltd |
---|---|
Project Team | Associate Professor Alicia Kulczynski, Doctor Courtney Molloy |
Scheme | Research Project |
Role | Lead |
Funding Start | 2022 |
Funding Finish | 2023 |
GNo | G2200456 |
Type Of Funding | C3200 – Aust Not-for Profit |
Category | 3200 |
UON | Y |
Research Output Support$2,500
Funding body: College of Human and Social Futures | University of Newcastle
Funding body | College of Human and Social Futures | University of Newcastle |
---|---|
Project Team | A Kulczynsi (lead), M Hook |
Scheme | CHSF - Research Output Scheme |
Role | Lead |
Funding Start | 2022 |
Funding Finish | 2022 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
20212 grants / $4,430
CHSF Working Parents Research Relief Scheme$3,000
Funding body: College of Human and Social Futures | University of Newcastle
Funding body | College of Human and Social Futures | University of Newcastle |
---|---|
Scheme | CHSF - Working Parents Research Relief Scheme |
Role | Lead |
Funding Start | 2021 |
Funding Finish | 2021 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Research Output Scheme$1,430
Funding body: College of Human and Social Futures, University of Newcastle
Funding body | College of Human and Social Futures, University of Newcastle |
---|---|
Project Team | Alicia Kulczynski |
Scheme | 2021 CHSF Research Output Scheme |
Role | Lead |
Funding Start | 2021 |
Funding Finish | 2021 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
20161 grants / $20,000
Priority Research Initiative: Social Marketing Research Team for Youth (SMRTY)$20,000
Funding body: Faculty of Business and Law, The University of Newcastle
Funding body | Faculty of Business and Law, The University of Newcastle |
---|---|
Project Team | Stacey Baxter (University of Newcastle), Jasmina Ilicic (Monash University), Associate Profesor Erica James (University of Newcastle), Alicia Kulczynski (University of Newcastle) and Sonia Vilches-Montero (University of Newcastle) |
Scheme | Priority Research Initiative |
Role | Investigator |
Funding Start | 2016 |
Funding Finish | 2017 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
20153 grants / $22,020
Phonological Priming in Children$10,000
Funding body: Newcastle Business School - The University of Newcaslte
Funding body | Newcastle Business School - The University of Newcaslte |
---|---|
Project Team | Stacey Baxter (Chief Investigator, University of Newcastle), Alicia Kulczynski (University of Newcastle) and Jasmina Ilicic (Monash University) |
Scheme | Research Grant |
Role | Investigator |
Funding Start | 2015 |
Funding Finish | 2015 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
To Pair, Peir, or Pear? Examining the Effectiveness of Homophonous Priming in Children$9,020
Funding body: Faculty of Business and Law, The University of Newcastle
Funding body | Faculty of Business and Law, The University of Newcastle |
---|---|
Project Team | Alicia Kulczynski (Chief Investigator, University of Newcastle), Stacey Baxter (University of Newcastle) and Jasmina Ilicic (Monash University) |
Scheme | Faculty Research Project Grant |
Role | Lead |
Funding Start | 2015 |
Funding Finish | 2015 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Measuring Doctor Satisfaction with General Practice Doctor Surgeries$3,000
Funding body: Blackbutt Doctors Surgery
Funding body | Blackbutt Doctors Surgery |
---|---|
Project Team | Associate Professor Alicia Kulczynski, Doctor Stacey Baxter, Dr Jasmina Ilicic |
Scheme | Research Grant |
Role | Lead |
Funding Start | 2015 |
Funding Finish | 2015 |
GNo | G1500823 |
Type Of Funding | Grant - Aust Non Government |
Category | 3AFG |
UON | Y |
20144 grants / $12,650
Eyes are the Window to the Soul$3,650
Funding body: Newcastle Business School - The University of Newcaslte
Funding body | Newcastle Business School - The University of Newcaslte |
---|---|
Project Team | Stacey Baxter (Chief Investigator, University of Newcastle), Alicia Kulczynski (University of Newcastle) and Jasmina Ilicic (Monash University) |
Scheme | Research Grant |
Role | Investigator |
Funding Start | 2014 |
Funding Finish | 2014 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Guidelines for selecting and modifying typeface used in wordmarks$3,000
Funding body: University of Newcastle
Funding body | University of Newcastle |
---|---|
Project Team | Associate Professor Alicia Kulczynski |
Scheme | New Staff Grant |
Role | Lead |
Funding Start | 2014 |
Funding Finish | 2014 |
GNo | G1301303 |
Type Of Funding | Internal |
Category | INTE |
UON | Y |
Guidelines for Selecting and Modifying Typeface used in Wordmarks$3,000
Funding body: Faculty of Business and Law, The University of Newcastle
Funding body | Faculty of Business and Law, The University of Newcastle |
---|---|
Scheme | New Staff Grant |
Role | Lead |
Funding Start | 2014 |
Funding Finish | 2014 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Spokespeople in Advertising$3,000
Funding body: School of Marketing and Management - University of Adelaide | Australia
Funding body | School of Marketing and Management - University of Adelaide | Australia |
---|---|
Project Team | Jasmina Ilicic (Chief Investigator, University of Adelaide), Stacey Baxter (University of Newcastle) and Alicia Kulczynski (University of Newcastle) |
Scheme | School of Marketing and Management Competitive Grant |
Role | Investigator |
Funding Start | 2014 |
Funding Finish | 2014 |
GNo | |
Type Of Funding | External |
Category | EXTE |
UON | N |
20131 grants / $7,270
Phonetic Symbolism and Brand Congruence$7,270
Funding body: Newcastle Business School - The University of Newcaslte
Funding body | Newcastle Business School - The University of Newcaslte |
---|---|
Project Team | Stacey Baxter (Chief Investigator), Alicia Kulczynski (University of Newcastle), Jasmina Ilicic (University of Adelaide) and Tina Lowrey (HEC Paris) |
Scheme | Research Grant |
Role | Investigator |
Funding Start | 2013 |
Funding Finish | 2013 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Research Supervision
Number of supervisions
Current Supervision
Commenced | Level of Study | Research Title | Program | Supervisor Type |
---|---|---|---|---|
2024 | PhD | Exploring the Relation of Traditional Sales Strategies and AI-Driven Dynamic Pricing: A Comparative Study of Consumer Behaviour and Business Performance | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2022 | PhD | An Examination of the Relationship Between Consumer Personality Types and the Occurrence of Post Purchase Dissonance | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2020 | PhD | A Picture Paints You: Using Images as a Cue for Identity Salience to Drive Brand and Consumer Engagement | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2020 | PhD | ‘Peer Power: Identifying and investigating the Mechanisms Influencing Peer-To-Peer Philanthropic Donation Behaviour and the Role that the Charity’s Brand and Reputation Plays in the Context of Charitable Challenge Initiatives.’ | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2019 | PhD | When Size Matters: Mentally Healthy Workplaces for Sole-Traders and Micro-Business Owners. | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
Past Supervision
Year | Level of Study | Research Title | Program | Supervisor Type |
---|---|---|---|---|
2023 | PhD | Investigating Touchpoint Use in Omnichannels, and Influence of Company Control on Consumer Judgements | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
2021 | PhD | Beyond Celebrity Endorsement: New Opportunities for Celebrity Advertising and Branding | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
2021 | PhD | Organisational Responses to Consumer Complaints on Facebook Business Pages: The Effect on Consumer Behaviours and Attitudes | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2018 | PhD |
Understanding the Factors Influencing Children’s Participation in Brand Communities Received University of Newcastle, Faculty of Business and Law 2018 Thesis Excellence Award |
PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
2016 | Professional Doctorate | A Study of Consumers’ Upgrade Intention of High-Technology Products | Marketing, Faculty of Business and Law, The University of Newcastle | Sole Supervisor |
News
News • 7 May 2018
When you’re smiling, the whole world buys with you
The power of a genuine smile has been proven, with research from the University of Newcastle and Monash University showing a ‘genuine’ smile from a celebrity endorser can boost product likeability and even improve consumer attitude toward a celebrity whose reputation has taken a hit.
Associate Professor Alicia Kulczynski
Position
Associate Professor
Newcastle Business School
College of Human and Social Futures
Focus area
Marketing
Contact Details
alicia.kulczynski@newcastle.edu.au | |
Phone | (02) 4921 6805 |
Office
Room | X-720 |
---|---|
Building | NeW Space |
Location | City Campus , |