Dr Sonia Vilches-Montero
Senior Lecturer
Newcastle Business School (Marketing)
- Email:sonia.vilches-montero@newcastle.edu.au
- Phone: (02) 4921 8985
Exploring behavioural responses to marketing strategy
Sonia is currently a Senior Lecturer in Marketing and the Program Convenor of the MBA and WiMBA programs at the University of Newcastle.
Using a combination of qualitative and quantitative research methods, Sonia conducts studies that identify the drivers of consumers’ decisions and behavioural responses to marketing strategy. Her current research examines the factors that influence: i) water conservation behaviours in regional Australia, ii) shoppers’ responses to omnichannel and social media strategies, and iii) how consumers’ process and respond to a range of branding, packaging and advertising strategies.
Sonia’s growing interest for consumer information-processing and behaviour.
Sonia began her research interest in consumer behaviour and cognition after her graduation with a bachelor’s in business degree. She decided to continue with an honours in consumer behaviour, and later on she earned a master’s degree through coursework and research components. Both her honours’ and master’s dissertations focused on the effect that varied types of socio-economic environments exert on how individuals perceive and evaluate marketing mix strategy.
Finally, Sonia became passionate about consumer information processing through her doctoral dissertation at Bond University. She successfully combined a series of follow-up experiments to show that consumers’ subjective perception of time spent waiting (e.g., waiting in line, file downloading time, etc) is driven by how the waiting time is filled with different events, which in turn can either increase or reduce their perceptions of time passing, as well as their level of satisfaction/dissatisfaction while waiting.
Retailing, Omnichannel and Social Media Research
Sonia’s research interests comprise shoppers’ cognition and behaviours across retailing and omnichannel environments. In this domain, she has studied how shoppers’ impulsive buying behaviours are triggered by processing the aesthetic features of products and packages. She has also shown how specific characteristics of loyalty cards can positively affect loyalty to a store. Currently, Sonia studies the effect that varied types of consumers’ psychological mindsets exert on the use of and satisfaction with contemporary omnichannel designs. In the social media domain, her work focuses on identifying the design factors that maximise the impact of social media campaigns, and provide a unique experience to the users.
Social Marketing Research with Impact
A second area of Sonia’s research expertise is social marketing. Social marketing is designed to create social change and achieve social good. It is focused on behaviours. Its goal is to change and maintain how people behave rather than just what they feel or believe about an issue. Using traditional marketing techniques, social marketing raises awareness of a given problem or cause and aims to persuade a community to change their behaviours. This way, it ensures that policy is based on an understanding of people’s lives, making policy goals realistic and achievable.
Sonia’s work on social marketing research has focused on how to encourage a range of water conservation behaviours in regional Australia. The challenges imposed by unprecedented draughts and lowering water reserves require the design of effective social marketing campaigns that elicit a positive response by the affected community. Joining forces with local a water corporation, Sonia has combined focus groups, surveys and quasi-experimental studies to identify the underlying factors that elicit sustainable water conservation behaviours in the Hunter Region. She has achieved this through theme identification, concept testing and campaign evaluations. The findings of her research have reported several successful campaigns that have conjunctively reduced the amount of water that is consumed and required to serve the Lower Hunter’s needs.
Branding, Packaging and Advertising Research
Finally, Sonia studies the effect of sensory marketing on consumers’ perception of and attitudes towards a brand. For example, brand and package design elements such as colour, texture, proportions, background and foreground designs can exert a series of influences on how the products and brand are seen by individuals. Sonia has shown that aesthetically pleasing product designs accelerate choice decisions in retail environments. Her recent research findings also point to the key role of package designs to promote healthy eating choices. She recently partnered with international collaborators Leslier Valenzuela (University of Chile) and Enrique Marinao (USACH) to conduct a series of follow-up experiments aiming to show the effect of different brand designs on individuals’ cognitive, affective and behavioural responses.
Exploring behavioural responses to marketing strategy
Sonia is currently a Senior Lecturer in Marketing and the Program Convenor of the MBA and WiMBA programs at the University of Newcastle.
Career Summary
Biography
Sonia is a Senior Lecturer in Marketing and Program Director of the MBA suite of programs at the Newcastle Business School. Her research interests focus on consumer cognition and behaviour across a variety of marketing settings including retailing, tourism, and advertising. She teaches Marketing Management and Planning, Brand Development and Marketing and Consumer Behaviour at the postgraduate level. She also supervises PhD, DBA and Honours students within the Faculty of Business and Law.
Research Expertise
Sonia’s research interests focus on consumer behaviour and retailing. Her research assists marketers in enhancing the impact of their branding and retailing strategies. She has published her most recent research in the European Journal of Marketing, Marketing Letters, Journal of Retailing and Consumer Services and the International Journal of Retail and Distribution Management. Sonia regularly presents her work at recognised international conferences such as the Association for Consumer Research (ACR), the European Marketing Academy (EMAC), the Australian and New Zealand Marketing Academy (ANZMAC), International Conference on Internet Marketing and Advertising International (ICIMA), Conference on Business, Marketing and Tourism (ICBMT) and the Latin-American and European Council of Business Schools (CLADEA). She has been the recipient of several Best Paper Awards in Consumer Behaviour tracks.
Teaching Expertise
Sonia has taught a range of subjects to both undergraduate and postgraduate students in face-to-face and online delivery modes. At UoN, she specializes in the development and delivery of Marketing Management and Planning (GSBS6005), Customer Decision Making and Behaviour (GSBS6013) and Brand Development and Management (GSBS6301).
In 2019, Sonia was awarded the Vice-Chancellor Merit List for Teaching and Learning Excellence. This award was given in recognition of outstanding overall course performance in Marketing, postgraduate coursework teaching.
Additionally, she has been awarded the Faculty Excellence in Teaching Award both in 2018 and 2014 by the Faculty of Business and Law, University of Newcastle. This award is granted for outstanding teaching and learning contributions in post-graduate coursework teaching.
Before joining the University of Newcastle, Sonia worked at Bond University (Australia) and at the Catholic University of Concepcion (Chile), where she taught undergraduate and post-graduate students within the marketing discipline.
Qualifications
- PhD, Bond University
Keywords
- Brand and Product Category Management
- Consumer Decision-Making
- Marketing Management and Planning
- Marketing Research
Languages
- Spanish (Fluent)
- English (Fluent)
Fields of Research
Code | Description | Percentage |
---|---|---|
350699 | Marketing not elsewhere classified | 30 |
350601 | Consumer behaviour | 40 |
350605 | Marketing management (incl. strategy and customer relations) | 30 |
Professional Experience
UON Appointment
Title | Organisation / Department |
---|---|
Senior Lecturer | University of Newcastle Newcastle Business School Australia |
Academic appointment
Dates | Title | Organisation / Department |
---|---|---|
1/1/2009 - 1/8/2012 | Senior Research and Teaching Fellow | Bond University Marketing Department Australia |
1/3/2000 - 1/12/2008 | Assistant Professor | Catholic University of Concepcion Marketing Department Chile |
Awards
Award
Year | Award |
---|---|
2021 |
CHSF College Excellence Award- Category: Excellence in Industry Engagement Award. The University of Newcastle |
2021 |
University of Newcastle Excellence Awards. Finalist in Category of Excellence in Industry Engagement. The University of Newcastle |
2020 |
Deputy Vice-Chancellor (Academic) Merit List for Learning and Teaching Excellence Award Faculty of Business & Law, The University of Newcastle |
2019 |
Deputy Vice-Chancellor (Academic) Merit List for Teaching and Learning Excellence. Office of the DVC (A), The University of Newcastle, Australia |
2018 |
Faculty Excellence in Teaching Award. For development and use of innovative in-class learning materials and approach to teaching that enhances students’ engagement and motivation to learn within a master-degree marketing class. Faculty of Business and Law, The University of Newcastle |
2014 |
Faculty Excellence in Teaching Award. University of Newcastle. The award was presented for outstanding contributions to teaching and learning within the Faculty of Business' postgraduate programs University of Newcastle |
2009 |
Dean’s list of Academic Excellence Award in PhD Coursework Component. Bond University |
Distinction
Year | Award |
---|---|
2014 |
Best Overall Poster Award in the Faculty of Business and Law’s Research Showcase. Unknown |
Research Award
Year | Award |
---|---|
2014 |
Best Paper Award, 49th CLADEA Annual Conference. Barcelona, Spain. Unknown |
2011 |
Best Paper Award. Australian and New Zealand Marketing Academy (ANZMAC) Annual Conference. Unknown |
2005 |
Best Paper Award. International Conference on Business, Administration and Information, BAI. Unknown |
Publications
For publications that are currently unpublished or in-press, details are shown in italics.
Chapter (1 outputs)
Year | Citation | Altmetrics | Link | ||
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2012 |
Vilches-Montero S, Spence M, 'Reconstructing time: Do the parts add up to the whole?', AP Advances in Consumer Research, Academy for Consumer Research, Duluth, MN 296-298 (2012) [E3]
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Journal article (13 outputs)
Year | Citation | Altmetrics | Link | ||||||||
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2023 |
Muthaffar A, Vilches-Montero S, 'Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction', Journal of Retailing and Consumer Services, 75 (2023) [C1] We draw on bounded rationality theory to examine the drivers of omnichannel journey satisfaction. By examining the omnichannel journey as a holistic experience (as opposed to a se... [more] We draw on bounded rationality theory to examine the drivers of omnichannel journey satisfaction. By examining the omnichannel journey as a holistic experience (as opposed to a sequence of individual channel decisions), our research demonstrates that maximisation as a goal can increase shoppers' satisfaction with the omnichannel journey. Findings of three studies lend support to the notion that shopping mindsets should not be taken exclusively as an individual trait, but also as a mindset state which can be situationally activated within the omnichannel setup. We show that omnichannel shoppers should be encouraged to maximise their decision outcomes and to embrace the superior enjoyment and achievements that the omnichannel experience has to offer. In contrast to past research, we recommend that looking back into individuals' specific channel choices, channel use and shopping journey's configuration should be discouraged. We discuss theoretical and practical implications for researchers and retailers alike.
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Nova | |||||||||
2018 |
Vilches-Montero S, Nik Hashim NMH, Pandit A, Bravo-Olavarria R, 'Using the senses to evaluate aesthetic products at the point of sale: The moderating role of consumers goals', Journal of Retailing and Consumer Services, 40 82-90 (2018) [C1] In this research, we expand our understanding of how aesthetic products induce shoppers¿ responses at the point of sale. We advance and test a more integrative approach in which n... [more] In this research, we expand our understanding of how aesthetic products induce shoppers¿ responses at the point of sale. We advance and test a more integrative approach in which not only the sensory evaluations of the aesthetic product, but also the shoppers¿ personal goals affect their purchase responses. Study 1 uses a lab setting to reveal that shoppers¿ sensory evaluations of a new apartment elicit feelings of attachment, which mediate the effect of the apartment's aesthetic features on shoppers¿ purchase responses. Further, shoppers assess the extent to which the product will contribute to attaining personal goals, which moderates the effect of emotional attachment on purchase responses. Study 2 replicates these findings using a field-study approach. In contrast to prior research, our results show that affective processing is not the sole driver of shoppers¿ responses to aesthetic products, as its effect is moderated by cognitive evaluations of whether social status and materialistic goals will be attained through the acquisition of the aesthetic product. We discuss how both retailers and manufacturers who market aesthetic products can benefit from appealing to the personal goals of their shoppers.
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Nova | |||||||||
2018 |
Vilches-Montero S, Pandit A, Bravo-Olavarria R, Chih-Wei (Fred) C, 'What loyal women (and men) want: The role of gender and loyalty program characteristics in driving store loyalty', Journal of Retailing and Consumer Services, 44 64-70 (2018) [C1]
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Nova | |||||||||
2016 |
Vilches-Montero S, 'Altering the past to influence the future: the effect of mental unpacking on past evaluations and future preferences', Marketing Letters, 27 499-510 (2016) [C1] Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such as how enjoyable the experience was may be hard to ... [more] Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such as how enjoyable the experience was may be hard to retrieve, and consumers tend to recall what they did (i.e. the constituent activities of the prior experience) in order to reconstruct them. It is proposed here that recalling these constituent activities in a packed versus unpacked fashion will distort both the reconstruction process and its outcome. Results from two experiments show that mental unpacking interacted with experience enjoyment to alter past evaluations in two ways: if the enjoyment of the experience was high, unpacked recalls increased remembered enjoyment, but unpacking decreased remembered enjoyment if the experience enjoyment was low. Finally, mediation analysis indicated that the unpacking by enjoyment interaction distorted future preferences through the mediating role of remembered enjoyment.
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Nova | |||||||||
2016 |
Pandit A, Vilches-Montero S, 'Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty', Journal of Retailing and Consumer Services, 31 355-360 (2016) [C1]
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Nova | |||||||||
2015 |
Vilches-Montero SN, Spence MT, 'The effect of construal level on time perceptions, confidence in judgements and future preferences', European Journal of Marketing, 49 782-805 (2015) [C1] Purpose ¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue ¿ prior to providing estimates but after exposure to the stimulus ¿ af... [more] Purpose ¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue ¿ prior to providing estimates but after exposure to the stimulus ¿ affects retrospective duration estimates of a hedonic experience, the kind of experience one might wish to repeat. Recent research has examined the effect of construal mindsets on prospective time perceptions (Hans and Trope, 2013) as well as the prediction of future durations (Kanten, 2011; Siddiqui et al., 2014). Design/methodology/approach ¿ Two experiments are presented to test four hypotheses. The effect of construal level on time perceptions, confidence in duration judgments and future preferences using two different construal level manipulation techniques and a range of measures for the dependent variables is demonstrated. Findings ¿ This research found that compared to a neutral experience, time perceptions of an enjoyable event are not explained by differences in the level of attention paid to the stimuli; that duration estimates elicited under abstract construals are shorter than those produced by concrete construals; and regardless of construal mindset, memory decay due to time delay appears to be at work. Hence duration estimates shorten. Moreover, abstract construals decrease confidence in duration judgments, but positively affect future preferences compared to a concrete mindset. Originality/value ¿ This paper expands current knowledge by showing that construal mindsets can be used as retrieval cues to affect evaluations of past experiences and consumers¿ experience-based future preferences.
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Nova | |||||||||
2015 |
Marinao Artigas E, Vilches-Montero S, Chasco Yrigoyen C, 'Antecedents of tourism destination reputation: The mediating role of familiarity', Journal of Retailing and Consumer Services, 26 147-152 (2015) [C1]
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Nova | |||||||||
2006 |
Valenzuela F, Vasquez-Parraga AZ, Llanos O, Vilches S, 'The influence of service recovery evaluation on customer post-complaint behavior', International Journal of Business and Information, 1 53-74 (2006)
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2005 |
Valenzuela F, Pearson D, Epworth R, Llanos O, Vilches S, 'Consumer complaining behaviour: The case of a South American country, Chile', Contemporary Management Research: an international journal, 1 3-12 (2005)
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Show 10 more journal articles |
Conference (21 outputs)
Year | Citation | Altmetrics | Link | ||
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2023 |
Muthaffar A, Vilches-Montero S, 'Exploring shoppers decision-making styles and acceptance of an omnichannel environment', Proceedings of the 50th Annual Meeting of the Association of Collegiate Marketing Educators (ACME), pp 248-261., Houston, Texas. USA. (2023)
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2023 |
Muthaffar A, Vilches-Montero S, 'Maximising omnichannel shopping intention: the impact of flow and journey satisfaction', Proceedings of the European Marketing Academy Conference (EMAC), pp. 117272-82., University of Piraeus. Athens, Greece. (2023)
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2022 |
Muthaffar A, Vilches-Montero S, Chao F, 'The role of shopping mindsets in omnichannel shopping', Proceedings of the Australian and New Zealand Marketing Conference (ANZMAC), pp. 604-607., University of Western Australia, Perth, Australia. (2022)
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2021 |
Muthaffar A, Vilches-Montero S, Chao F, 'Decision-Making Styles and Omnichannel Shopping', Proceedings of the Australian and New Zealand Marketing Conference (ANZMAC), pp 159-165., The University of Melbourne, Australia (2021)
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2021 |
Jones K, Vilches-Montero S, Baxter S, 'What Motivates customers to change? Researching customer attitudes to water conservation in the Hunter', OzWater'21 Papers, Adelaide, Australia (2021) [E1]
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Nova | |||
2020 |
Yao W, Vilches-Montero S, Ameet P, 'THE IMPACT OF SOCIAL MEDIA CONTENT ON TOURISTS' TRIP PLANNING: THE ROLE OF TOURIST INSPIRATION', 13TH ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS: BUSINESS THEORY AND PRACTICE ACROSS INDUSTRIES AND MARKETS, ELECTR NETWORK (2020)
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2019 |
Vilches-Montero S, Bravo_Olavarria R, 'Women, men and loyalty programs', Proceedings of the 48th European Marketing Academic Conference (EMAC), Hamburg, Germany (2019)
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Show 18 more conferences |
Grants and Funding
Summary
Number of grants | 10 |
---|---|
Total funding | $245,340 |
Click on a grant title below to expand the full details for that specific grant.
20211 grants / $14,500
Social media marketing for the regional tourism operator$14,500
Funding body: University of Melbourne
Funding body | University of Melbourne |
---|---|
Project Team | Doctor Sonia Vilches-Montero, Mr Wei Yao |
Scheme | AMSI Australian Postgraduate Research Internships |
Role | Lead |
Funding Start | 2021 |
Funding Finish | 2021 |
GNo | G2100229 |
Type Of Funding | Scheme excluded from IGS |
Category | EXCL |
UON | Y |
20201 grants / $43,766
The Influence of Social Media Content on Chinese Tourists' Trip Planning: the Role of Customer Inspiration and Confucian Values$43,766
Funding body: M&S Global Pty Ltd
Funding body | M&S Global Pty Ltd |
---|---|
Project Team | Doctor Sonia Vilches-Montero, Doctor Ameet Pandit, Doctor Philip Rosenberger III, Mr Wei Yao |
Scheme | Research Grant |
Role | Lead |
Funding Start | 2020 |
Funding Finish | 2021 |
GNo | G2100384 |
Type Of Funding | C3100 – Aust For Profit |
Category | 3100 |
UON | Y |
20192 grants / $142,474
Attitude Formation, Similarity and Framing Effects: Identifying Explanatory Factors of Conservation Behaviours$122,474
Funding body: Hunter Water Corporation
Funding body | Hunter Water Corporation |
---|---|
Project Team | Doctor Sonia Vilches-Montero, Doctor Stacey Baxter |
Scheme | Research Consultancy |
Role | Lead |
Funding Start | 2019 |
Funding Finish | 2020 |
GNo | G1900356 |
Type Of Funding | C2400 – Aust StateTerritoryLocal – Other |
Category | 2400 |
UON | Y |
Industry Matching Grant: Explanatory and facilitating factors of water conservation behaviour in the Hunter Region$20,000
Funding body: Faculty of Business and law, The University of Newcastle
Funding body | Faculty of Business and law, The University of Newcastle |
---|---|
Scheme | Priority Research Initiative |
Role | Lead |
Funding Start | 2019 |
Funding Finish | 2019 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
20162 grants / $24,600
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 (UoN), Jasmina Ilicic(Monash), Associate Professor Erica James (UoN), Alicia Kulczinsky (UoN) and Sonia Vilches-Montero (UoN) |
Scheme | Priority Research Initiative |
Role | Investigator |
Funding Start | 2016 |
Funding Finish | 2017 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
T&L Seed Grant: Enriching business students’ learning environments through the implementation of BSGs$4,600
Funding body: Faculty of Business and law, The University of Newcastle
Funding body | Faculty of Business and law, The University of Newcastle |
---|---|
Project Team | Sonia Vilches-Montero |
Scheme | Teaching and Learning Seed Grant |
Role | Lead |
Funding Start | 2016 |
Funding Finish | 2016 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
20134 grants / $20,000
Socio-culturally determined “Technological Appropriation” as Driver in Adoption of New Technologies in a Diverse Developed Economy$5,000
Funding body: University of Newcastle
Funding body | University of Newcastle |
---|---|
Project Team | Doctor Ameet Pandit, Dr Bidit Dey, Doctor Sonia Vilches-Montero |
Scheme | New Staff Grant |
Role | Investigator |
Funding Start | 2013 |
Funding Finish | 2013 |
GNo | G1300976 |
Type Of Funding | Internal |
Category | INTE |
UON | Y |
Underlying mechanisms of time perceptions in Consumer behaviour settings$5,000
Funding body: University of Newcastle
Funding body | University of Newcastle |
---|---|
Project Team | Doctor Sonia Vilches-Montero, Doctor Ameet Pandit |
Scheme | New Staff Grant |
Role | Lead |
Funding Start | 2013 |
Funding Finish | 2013 |
GNo | G1301055 |
Type Of Funding | Internal |
Category | INTE |
UON | Y |
Underlying Mechanisms of Time Perceptions$5,000
Funding body: Faculty of Business and Law
Funding body | Faculty of Business and Law |
---|---|
Project Team | Sonia Vilches-Montero and Ameet Pandit |
Scheme | Faculty Research Grant |
Role | Lead |
Funding Start | 2013 |
Funding Finish | 2013 |
GNo | |
Type Of Funding | Internal |
Category | INTE |
UON | N |
Socio-culturally determined “Technological Appropriation” as Driver in Adoption of New Technologies in a Diverse Developed Economy$5,000
Funding body: Faculty of Business and Law
Funding body | Faculty of Business and Law |
---|---|
Project Team | SoniaVilches-Montero and Ameet Pandit |
Scheme | Faculty 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 |
---|---|---|---|---|
2023 | PhD | Content Generated in Chinese B2B Digital Content Marketing | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2023 | PhD | Exploring The Adoption of Emerging Technologies in Digital Marketing: A Comparative Study Between Australia and Developing Countries/Young Populations Countries Regarding The Economy, Culture, Politics, and Consumer Culture For Digital Marketing. | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2023 | PhD | How Gen Z Responds To The CSR Communication On Social Media: A Study In Fast Fashion Industry | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2022 | PhD | Fiction or Reality? Building Parasocial Relationships with Virtual Influencers | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2019 | PhD | The Effect of Electronic Word-of-Mouth (eWOM) Language on Purchase Persuasion | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2018 | PhD | The Influence of Social Media Content on Chinese Tourists' Trip Planning: the Role of Customer Inspiration and Confucian Values | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2018 | PhD | Consumers' assessment of and responses to high-tech products | Marketing, The University of Queensland | Co-Supervisor |
Past Supervision
Year | Level of Study | Research Title | Program | Supervisor Type |
---|---|---|---|---|
2024 | PhD | Drivers of Travellers’ Visiting Intentions to an Emerging Tourist Destination: The Case of Saudi Arabia | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2024 | PhD | Decision-Making Styles in the Age of Omnichannel Retailing | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2022 | Honours |
The Impact of Logotype Design on Consumers’ Cognitive, Emotional, and Behavioral Responses Honours Dissertation- Marketing  |
Marketing, University of Newcastle | Sole Supervisor |
2022 | PhD | Understanding What Motivates Luxury Customers to Engage with Social Media Platforms of Luxury Brands | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2021 | PhD | Examining the Drivers of Customer Responses to Social Media Experiences | PhD (Management), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
2017 | Honours | An empirical study on the relationships between customers’ mindset, customers’ effort and brand personality transfer effect | Marketing, Faculty of Business and Law, The University of Newcastle | Sole Supervisor |
2015 | Professional Doctorate | Antecedents of consumers’ brand loyalty for high-technology products | Marketing, Faculty of Business and Law, The University of Newcastle | Principal Supervisor |
2015 | Professional Doctorate | Factors that affect Hong-Kong consumers’ purchase decisions of function-oriented products | Marketing, Faculty of Business and Law, The University of Newcastle | Principal Supervisor |
News
News • 23 Oct 2014
Award-winning Paper: How Memory Affects Marketing
Dr Sonia Vilches-Montero has won a Best Paper Award for her study focusing on memory malleability
News • 21 Aug 2014
Winning Poster
The votes are in and the winner of the Best Poster prize in this year's Faculty of Business & Law Research Poster Competition is Sonia Vilches-Montero.
Dr Sonia Vilches-Montero
Position
Senior Lecturer
Newcastle Business School
College of Human and Social Futures
Focus area
Marketing
Contact Details
sonia.vilches-montero@newcastle.edu.au | |
Phone | (02) 4921 8985 |
Mobile | 0451460347 |
Office
Room | X-720 |
---|---|
Building | NeW Space |
Location | City Campus , |