Staff Profile

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Career Summary

Biography

Alicia is an Associate 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.

Qualifications

  • Bachelor of Science (Forensic), University of Newcastle, 11/12/2006
  • Bachelor of Arts (Communication Studies), University of Newcastle, 13/12/2002

Research

Research keywords

  • Consumer Behaviour
  • Consumer Psychology
  • Phonetic Symbolism
  • Popular Music
  • Spokespeople

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.

Languages

  • English

Fields of Research

CodeDescriptionPercentage
150599Marketing Not Elsewhere Classified80
150604Tourism Marketing20

Awards

Excellence in Teaching Award

2011Alicia Perkins
Faculty of Business and Law, The University of Newcastle (Australia)
Excellence in Online Postgraduate Coursework Teaching
2009Alicia Perkins
Faculty of Business and Law, The University of Newcastle (Australia)
Excellence in Teaching by Sessional Staff

Collaboration

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. Our latest publication (In Press, European Journal of Marketing), examines spokesperson-based congruency effects in advertising, where we compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson's name (verbal congruence) on consumer perceptions of spokesperson-product fit.

Ilicic, Jasmina, Stacey Baxter and Alicia Kulczynski (In Press), “Names versus Faces: Examining Spokesperson-Based Congruency Effects in Advertising”, European Journal of Marketing, accepted 23 June 2014.

Teaching

Teaching keywords

  • Applied Marketing Research
  • Brand Development and Marketing
  • Marketing Research
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.

Click on a category title below to expand the list of citations for that specific category.

Journal article (4 outputs)

YearCitationAltmetricsLink
2014Baxter 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)
2014Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the Automaticity of Phonetic Symbolism Effects', International Journal of Research in Marketing, 31 1-7 (2014)
2012Baxter 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]

Co-authors: Stacey Baxter

2012Perkins 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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Conference (3 outputs)

YearCitationAltmetricsLink
2012Perkins AA, 'Exploring motivations for popular music concert attendance', ANZMAC 2012 Proceedings, Adelaide (2012) [E1]
2010Perkins 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', Canterbury, NZ (2010) [E1]
2010Baxter 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', Canterbury, NZ (2010) [E1]

Co-authors: Stacey Baxter

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Grants and Funding

Summary

Number of grants1
Total funding$3,000

- Indicates that the researcher may be seeking students for this project.

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2014 (1 grants)

Guidelines for selecting and modifying typeface used in wordmarks$3,000
Funding Body: University of Newcastle

Project Team
Miss Alicia Kulczynski
SchemeRole
New Staff GrantChief Investigator
Total AmountFunding StartFunding Finish
$3,00020142014
GNo:G1301303
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Research Supervision

Number of current supervisions0

No Supervisions.

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Miss Alicia Kulczynski

Work Phone(02) 4921 6805
Email
PositionAssociate Lecturer
Newcastle Business School
Faculty of Business and Law
The University of Newcastle, Australia
Focus AreaMarketing
Office
SR119,
SR,
Callaghan
University Drive
Callaghan NSW 2308
Australia
URL:www.newcastle.edu.au/profile/alicia-kulczynski