Dr Alicia Kulczynski
Newcastle Business School (Marketing)
- Phone:(02) 4921 6805
Alicia is a Lecturer in Marketing at the Newcastle Business School. Prior to this appointment, Alicia has been a sessional academic with both the Newcastle Business School and the School of Mathematical and Physical Sciences since 2007. She enjoys teaching and has received awards for Excellence in Teaching by Sessional Staff and Excellence in Online Postgraduate Coursework Teaching. Alicia is currently the Co-Director of Student Recruitment at Callaghan Campus.Research Expertise
My current research focus is devoted to understanding consumer motivation and behaviour in relation to attendance at popular music concerts. In reference to arts and leisure marketing, marketing questions continually arise around the notion of attracting more people and determining how best to attract larger audiences. Consumer needs, interests, attitudes and preference strongly affect attendance (and non attendance). My research aims to gain a true understanding of the consumer and how concert promoters can create more value by offering products that are better able to meet consumers needs. My research considers a number of constructs important to explaining consumer behaviour such as product involvement, fan identification and motivation. As part of my research, I utilise a number of qualitative and quantitative techniques including, netnography, focus groups, multivariate statistics and structural equation modelling. Collaborative works I have undertaken include advertising to children, spokespeople, phonetic symbolism and consumer psychology.
My primary research collaborations are with Dr Stacey Baxter (University of Newcastle) and Dr Jasmina Ilicic (University of Adelaide). Our research interests include Phonetic Symbolism, Spokespeople and Consumer Psychology, particularly in Advertising.
- Doctor of Philosophy, University of Newcastle
- Bachelor of Arts (Communication Studies), University of Newcastle
- Bachelor of Science (Forensic), University of Newcastle
- Applied Marketing Research
- Brand Development and Marketing
- Consumer Behaviour
- Consumer Psychology
- Marketing Research
- Phonetic Symbolism
- Popular Music
Fields of Research
|150599||Marketing not elsewhere classified||80|
|Title||Organisation / Department|
|Lecturer||University of Newcastle
Newcastle Business School
For publications that are currently unpublished or in-press, details are shown in italics.
Journal article (8 outputs)
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)
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]
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]
Â© Emerald Group Publishing Limited Purpose Â¿ The purpose of this paper is to investigate childrenÂ¿s perception of a productÂ¿s physical attribute (size) when presented with bra... [more]
Â© Emerald Group Publishing Limited Purpose Â¿ The purpose of this paper is to investigate childrenÂ¿s perception of a productÂ¿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 Â¿ 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 childrenÂ¿s (from 5 to 12 years) product-related judgments. Findings Â¿ 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 Â¿ When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brandÂ¿s name and product attributes, and also the shape of the brandÂ¿s logo and product attributes. Originality/value Â¿ 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.
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]
Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the automaticity of phonetic symbolism effects', International Journal of Research in Marketing, 31 448-451 (2014) [C1]
Â© 2014 Elsevier B.V. This research extends our understanding of the automaticity of phonetic symbolism judgments for adults and children. Replicating Study 2 from Yorkston and Me... [more]
Â© 2014 Elsevier B.V. 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.
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, 1-10 (2014) [C1]
This study investigates the effect of phonetic fit between spokesperson name and product attributes on perceived source credibility, namely, spokesperson expertise, attractiveness... [more]
This study investigates the effect of phonetic fit between spokesperson name and product attributes on perceived source credibility, namely, spokesperson expertise, attractiveness and trustworthiness. We manipulate phonetic fit through a 2 (spokesperson name: front vs. back) Ã 2 (product attribute: crisp vs. smooth) factorial design whilst controlling for spokesperson and product attractiveness. Results show that a phonetic fit between the name of the spokesperson and product attributes encourages positive perceptions of spokesperson credibility, irrespective of whether a spokesperson is visually presented in an advertisement. Finally, results demonstrate that phonetic fit (front (back) vowel spokesperson name with crisp (smooth) product attributes) can promote positive attitudes towards an advertisement and product, as well as purchase intention, with these relationships mediated by perceptions of spokesperson credibility. Findings from this research are able to aid advertisers and brand managers in the creation of effective and persuasive spokes/brand-characters. Â© 2014 Springer Science+Business Media New York.
Perkins AA, 'How devoted are you? An examination of online music fan behaviour', Annals of Leisure Research, 15 354-365 (2012) [C1]
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]
|Show 5 more journal articles|
Conference (3 outputs)
|2012||Perkins AA, 'Exploring motivations for popular music concert attendance', ANZMAC 2012 Proceedings (2012) [E1]|
Baxter SM, Perkins AA, 'Examining the nature of Australian child-directed magazine advertising', ANZMAC 2010. Australian and New Zealand Marketing Academy Conference 2010 - 'Doing More with Less' (2010) [E1]
|2010||Perkins AA, 'Identification in popular music: A netnographic exploration of online fan communities', ANZMAC 2010. Australian and New Zealand Marketing Academy Conference 2010 - 'Doing More with Less' (2010) [E1]|
Grants and Funding
|Number of grants||2|
Click on a grant title below to expand the full details for that specific grant.
20151 grants / $3,000
Funding body: Blackbutt Doctors Surgery
20141 grants / $3,000
Funding body: University of Newcastle
|Funding body||University of Newcastle|
|Project Team||Doctor Alicia Kulczynski|
|Scheme||New Staff Grant|
|Type Of Funding||Internal|
Number of supervisions
Total current UON EFTSL
|Commenced||Level of Study||Research Title / Program / Supervisor Type|
A is for Antecedents, B is for Behaviour and C is for Consequences: Exploring the A-Z of Children and Brand Communities
PhD (Management), Faculty of Business and Law, The University of Newcastle