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Dr Alicia Kulczynski

Lecturer

Newcastle Business School (Marketing)

Career Summary

Biography

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.

Collaborations
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.


Qualifications

  • Doctor of Philosophy, University of Newcastle
  • Bachelor of Arts (Communication Studies), University of Newcastle
  • Bachelor of Science (Forensic), University of Newcastle

Keywords

  • Applied Marketing Research
  • Brand Development and Marketing
  • Consumer Behaviour
  • Consumer Psychology
  • Marketing Research
  • Phonetic Symbolism
  • Popular Music
  • Spokespeople

Fields of Research

CodeDescriptionPercentage
150599Marketing not elsewhere classified80
150604Tourism Marketing20

Professional Experience

UON Appointment

DatesTitleOrganisation / Department
1/01/2015 - LecturerUniversity of Newcastle
Newcastle Business School
Australia
1/11/2012 - 30/11/2012Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
5/09/2012 - 14/12/2012Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/08/2012 - 6/12/2012Web Learn Tutor Newastle Business SUniversity of Newcastle
Newcastle Business School
Australia
30/03/2012 - 3/09/2012Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
17/12/2011 - 18/12/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/12/2011 - 31/12/2011Casual LecturerUniversity of Newcastle
Newcastle Business School
Australia
1/11/2011 - 30/11/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/11/2011 - 30/11/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
17/07/2011 - 18/07/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/01/2011 - 31/01/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/01/2011 - 16/07/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
18/01/2010 - 31/12/2010LecturerUniversity of Newcastle
Newcastle Business School
Australia
11/01/2010 - 28/03/2010Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/11/2009 - 31/01/2010Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
25/07/2009 - 18/12/2009Casual AcademicUniversity of Newcastle
School of Mathematical and Physical Sciences
Australia
25/07/2009 - 18/12/2009Casual AcademicUniversity of Newcastle
School of Mathematical and Physical Sciences
Australia
17/07/2009 - 20/12/2009Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
11/02/2008 - 14/12/2008Casual AcademicUniversity of Newcastle
School of Mathematical and Physical Sciences
Australia
11/02/2008 - 31/12/2008Casual AcademicUniversity of Newcastle
School of Mathematical and Physical Sciences
Australia
1/01/2008 - 31/03/2008Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia

Awards

Recipient

YearAward
2011Alicia Perkins
Unknown
2009Alicia Perkins
Unknown
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Publications

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


Journal article (6 outputs)

YearCitationAltmetricsLink
2015Wyllie 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)
DOI10.1080/00913367.2015.1018462
Co-authorsStacey Baxter
2015Ilicic J, Baxter SM, Kulczynski A, 'Names versus faces: Examining spokesperson-based congruency effects in advertising', European Journal of Marketing, 49 62-81 (2015)
DOI10.1108/EJM-10-2013-0579
Co-authorsStacey Baxter
2014Baxter 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 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.

DOI10.1016/j.ijresmar.2014.08.002
Co-authorsStacey Baxter
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)

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) × 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. © 2014 Springer Science+Business Media New York.

DOI10.1007/s11002-014-9287-0
CitationsScopus - 1
Co-authorsStacey Baxter
2012Perkins AA, 'How devoted are you? An examination of online music fan behaviour', Annals of Leisure Research, 15 354-365 (2012) [C1]
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-authorsStacey Baxter
Show 3 more journal articles

Conference (3 outputs)

YearCitationAltmetricsLink
2012Perkins AA, 'Exploring motivations for popular music concert attendance', ANZMAC 2012 Proceedings, Adelaide (2012) [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-authorsStacey Baxter
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]
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Grants and Funding

Summary

Number of grants2
Total funding$6,000

Click on a grant title below to expand the full details for that specific grant.


21051 grants / $3,000

Measuring Doctor Satisfaction with General Practice Doctor Surgeries$3,000

Funding body: Blackbutt Doctors Surgery

Funding bodyBlackbutt Doctors Surgery
Project TeamDoctor Alicia Kulczynski, Doctor Stacey Baxter, Dr Jasmina Ilicic
SchemeResearch Grant
RoleLead
Funding Start2105
Funding Finish2105
GNoG1500823
Type Of FundingGrant - Aust Non Government
Category3AFG
UONY

20141 grants / $3,000

Guidelines for selecting and modifying typeface used in wordmarks$3,000

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamDoctor Alicia Kulczynski
SchemeNew Staff Grant
RoleLead
Funding Start2014
Funding Finish2014
GNoG1301303
Type Of FundingInternal
CategoryINTE
UONY
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Research Supervision

Current Supervision

CommencedResearch Title / Program / Supervisor Type
2015Brand Communities and Children
Business Management, Faculty of Business and Law
Co-Supervisor
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Dr Alicia Kulczynski

Position

Lecturer
Newcastle Business School
Faculty of Business and Law

Focus area

Marketing

Contact Details

Emailalicia.kulczynski@newcastle.edu.au
Phone(02) 4921 6805

Office

RoomSR119
LocationCallaghan
University Drive
Callaghan, NSW 2308
Australia
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