Staff Profile


Career Summary


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.


  • Doctor of Philosophy, University of Newcastle, 25/08/2014
  • Bachelor of Arts (Communication Studies), University of Newcastle, 13/12/2002
  • Bachelor of Science (Forensic), University of Newcastle, 11/12/2006


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.


  • English

Fields of Research

150599Marketing Not Elsewhere Classified80
150604Tourism Marketing20


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


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.


Teaching keywords

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


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 (6 outputs)

2015Ilicic J, Baxter SM, Kulczynski A, 'Names versus faces: Examining spokesperson-based congruency effects in advertising', European Journal of Marketing, 49 62-81 (2015)
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)
2014Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the automaticity of phonetic symbolism effects', International Journal of Research in Marketing, 31 448-451 (2014) [C1]
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)
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]


Show 3 more

Conference (3 outputs)

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]



Grants and Funding


Number of grants2
Total funding$6,000

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

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

2014 (1 grants)

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

Project Team
Doctor Alicia Kulczynski
New Staff GrantChief Investigator
Total AmountFunding StartFunding Finish

(1 grants)

Measuring Doctor Satisfaction with General Practice Doctor Surgeries$3,000
Funding Body: Blackbutt Doctors Surgery

Project Team
Doctor Alicia Kulczynski, Doctor Stacey Baxter, Dr Jasmina Ilicic
Research GrantChief Investigator
Total AmountFunding StartFunding Finish

Research Supervision

Number of current supervisions1
Total current UoN PhD EFTSL0.5

For supervisions undertaken at an institution other that the University of Newcastle, the institution name is listed below the program name.

Current Supervision

ProgramSupervisor TypeResearch Title
20152019PhD (Management)Co-SupervisorBrand Communities and Children

Dr Alicia Kulczynski

Work Phone(02) 4921 6805
Newcastle Business School
Faculty of Business and Law
The University of Newcastle, Australia
Focus AreaMarketing
University Drive
Callaghan NSW 2308