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Dr Stacey Baxter

Senior Lecturer

Newcastle Business School (Marketing)

Career Summary

Biography

Stacey is a Senior Lecturer in Marketing for the Newcastle Business School and teaches in the area of Marketing Research and Marketing Communications. Stacey’s research interests include the role of psycholinguistic theory in advertising and branding as well as spokespeople-based effects in advertising. Stacey has published in international academic journals such as the International Journal of Research in Marketing, European Journal of Marketing, Journal of Advertising, Journal of Advertising Research and Psychology and Marketing. 




Qualifications

  • PhD (Management), University of Newcastle
  • Bachelor of Business, University of Newcastle
  • Graduate Certificate in Statistics, University of Newcastle

Keywords

  • Advertising and Promotions Strategy
  • Celebrity Endorsement
  • Marketing Research
  • Marketing to Children
  • Psycholinguistics

Fields of Research

Code Description Percentage
150599 Marketing not elsewhere classified 45
150699 Tourism not elsewhere classified 40
159999 Commerce, Management, Tourism and Services not elsewhere classified 15

Professional Experience

UON Appointment

Title Organisation / Department
Casual Academic University of Newcastle
Newcastle Business School
Australia
Casual Web Learn Tutor Newcastle Bu University of Newcastle
Newcastle Business School
Australia
Senior Lecturer University of Newcastle
Newcastle Business School
Australia
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Journal article (17 outputs)

Year Citation Altmetrics Link
2016 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)
DOI 10.1002/mar.20857
Co-authors Alicia Kulczynski
2015 Baxter SM, Ilicic J, 'Three's company: Investigating cognitive and sentiment unit imbalance in co-branding partnerships', Journal of Brand Management, 22 281-298 (2015) [C1]

© 2015 Macmillan Publishers Ltd. Using a Balance Theory framework, we examine the effect of fit (cognitive unit U balance) and consumer attitudes (sentiment relations) among part... [more]

© 2015 Macmillan Publishers Ltd. Using a Balance Theory framework, we examine the effect of fit (cognitive unit U balance) and consumer attitudes (sentiment relations) among partners within a triadic co-branding partnership (celebrity, brand, and charity) on consumer advertisement attitudes and behavioural intentions. Extending Balance Theory, we distinguish between two types of sentiment imbalance, namely, positively dominated imbalance (attitude towards two of the three partners is positive) and negatively dominated imbalance (attitude towards two of the three partners is negative). The results of Study 1 show that ad-based attitudinal judgements are enhanced when a fit is achieved among the three co-branding partners, resulting in greater likelihood of purchase. The findings from Study 2 show that when negatively dominated imbalance is experienced, negative ad-based attitudes mirror those of a consistent, yet negative sentiment state. Study 2 also illustrates that attitudinal judgements and subsequent purchase intentions are significantly more positive when a negative sentiment is held towards one partner within a triadic co-branding situation (positively dominated sentiment imbalance). The results of our study suggest that brands are able to overcome negative consumer attitudes by pairing with both a celebrity and a charity to which consumers feel positive sentiments, thus creating a positively dominated imbalanced situation and enhancing ad attitudes and behavioural intentions.

DOI 10.1057/bm.2015.7
Citations Scopus - 1
2015 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]
DOI 10.1080/00913367.2015.1018462
Citations Scopus - 1
Co-authors Alicia Kulczynski
2015 Rayner E, Baxter SM, Ilicic J, 'Smoker's recall of fear appeal imagery: Examining the effect of fear intensity and fear type', Australasian Marketing Journal, 23 61-66 (2015) [C1]
DOI 10.1016/j.ausmj.2014.11.003
2015 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]

© Emerald Group Publishing Limited Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿s physical attribute (size) when presented with bra... [more]

© Emerald Group Publishing Limited Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿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 ¿ 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 children¿s (from 5 to 12 years) product-related judgments. Findings ¿ 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 ¿ When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand¿s name and product attributes, and also the shape of the brand¿s logo and product attributes. Originality/value ¿ 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.

DOI 10.1108/JPBM-11-2014-0748
Co-authors Alicia Kulczynski
2015 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]
DOI 10.1108/EJM-10-2013-0579
Citations Web of Science - 1
Co-authors Alicia Kulczynski
2014 Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the automaticity of phonetic symbolism effects', International Journal of Research in Marketing, 31 448-451 (2014) [C1]

© 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]

© 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.

DOI 10.1016/j.ijresmar.2014.08.002
Citations Scopus - 3Web of Science - 1
Co-authors Alicia Kulczynski
2014 Baxter S, Lowrey T, 'Examining children's preference for phonetically manipulated brand names across two English accent groups', International Journal of Research in Marketing, 31 122-124 (2014) [C1]
DOI 10.1016/j.ijresmar.2013.10.005
2014 Ilicic J, Baxter SM, 'Fit in celebrity¿charity alliances: when perceived celanthropy benefits nonprofit organisations', International Journal of Nonprofit and Voluntary Sector Marketing, 19 200-208 (2014) [C1]
DOI 10.1002/nvsm.1497
2014 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) × 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.

DOI 10.1007/s11002-014-9287-0
Citations Scopus - 2
Co-authors Alicia Kulczynski
2012 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]
Co-authors Alicia Kulczynski
2012 Baxter SM, 'Exploring children's attitudes towards research participation', International Journal of Market Research, 54 455-464 (2012) [C1]
DOI 10.2501/IJMR-54-4-455-464
Citations Scopus - 2Web of Science - 1
2011 Baxter SM, 'It's not kids' play! Reflecting on the child-orientated research experience', International Journal of Market Research, 53 63-74 (2011) [C1]
DOI 10.2501/ijmr-53-1-063-074
Citations Scopus - 4Web of Science - 2
2011 Baxter SM, Lowrey T, 'Phonetic symbolism and children's brand name preferences', Journal of Consumer Marketing, 28 516-523 (2011) [C1]
DOI 10.1108/07363761111181509
Citations Scopus - 9
2011 Griffiths MF, Baxter SM, Townley-Jones ME, 'The wellbeing of financial counselors: A study of work stress and job satisfaction', Journal of Financial Counseling and Planning, 22 41-53 (2011) [C1]
Co-authors Maureen Townley-Jones
2009 Baxter SM, 'Learning through experience: The impact of direct experience on children's brand awareness', Marketing Bulletin, 20 1-13 (2009) [C1]
2004 Baxter SM, Rosenberger III PJ, Hementera V, 'Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability', Marketing Bulletin, 15 1-16 (2004) [C1]
Co-authors Philip RosenbergeriII
Show 14 more journal articles

Conference (17 outputs)

Year Citation Altmetrics Link
2014 Hook M, Rosenberger III PJ, Baxter S, 'Examining the Automaticity of Product Placement Effects', ANZAM 2014 - Reshaping Management for Impact (2014) [E1]
Co-authors Philip RosenbergeriII
2012 Baxter SM, Dean AM, 'Linking the customer experience with online intermediary brand image and loyalty', ANZMAC 2012 Proceedings (2012) [E3]
Co-authors Alison Dean
2011 Baxter SM, Lowrey TM, 'Children's brand preference: Considering the role of phonetic symbolism', Proceedings: 2011 Society for Consumer Psychology Winter Conference (2011) [E3]
2010 Baxter SM, Lowrey TM, 'Sounding it out! Phonetic symbolism and children's brand name preference', ANZMAC 2010. Australian and New Zealand Marketing Academy Conference 2010 - 'Doing More with Less' (2010) [E1]
2010 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]
Co-authors Alicia Kulczynski
2010 Kozary BJ, Baxter SM, 'The influence of product placement prominence on consumer attitudes and intentions: A theoretical framework', ANZMAC 2010. Australian and New Zealand Marketing Academy Conference 2010 - 'Doing More with Less' (2010) [E1]
2010 Kozary BJ, Baxter SM, 'Examining the impact of product placement, television advertising and print advertising on consumer attitudes and intentions: A comparison study', Conference Proceedings: 2nd International Workshop on Business Education and Research (2010) [E2]
2009 Baxter SM, 'Group think or effective data collection? Conducting survey research with children', ANZMAC 2009 Papers (2009) [E1]
2009 Baxter SM, Webster C, 'Naming brands: Implications for children's brand awareness', ANZMAC 2009 Papers (2009) [E1]
2009 Browne RM, Clements EA, Harris RL, Baxter SM, 'Business and consumer communication via online social networks: A preliminary investigation', ANZMAC 2009 Papers (2009) [E1]
2008 Baxter SM, 'Children's band-related social interaction: A preliminary investigation into the impact of age, sex and birth-order', Australia and New Zealand Marketing Academy Conference 2008: Shifting the Focus from Mainstream to Offbeat (2008) [E1]
2006 Baxter SM, Webster CM, 'Brand Logo Design: Implications for Children's Brand Awareness', ANZMAC 2006 Conference Proceedings (2006) [E1]
2005 Baxter SM, 'The Development of Children?s Brand Knowledge: A Preliminary Investigation', ANZMAC Broadening the Boundaries Conference (2005) [E1]
2003 Baxter SM, Rosenberger III PJ, 'The Development of Children's Brand Knowledge and Brand Preferences: A Conceptual Exploration and Research Agenda', Pathways to Profit (2003) [E1]
Co-authors Philip RosenbergeriII
2003 Baxter SM, Rosenberger III PJ, 'An Exploratory Investigation into Consumer Characterisitics and their Impact on Online Shopping Behaviour in the Hunter Valley', Pathways to Profit (2003) [E1]
Co-authors Philip RosenbergeriII
2003 McPhee BJ, White JA, Rosenberger III PJ, Baxter SM, Wales JR, Scott SR, Booth EJ, 'An Exploratory Investigation into Parental Concerns of Advertising to Children', Pathways to Profit (2003) [E1]
Co-authors Philip RosenbergeriII
2002 Baxter SM, Hementera V, Herbert D, Harvey M, Rosenberger III PJ, 'Australian Consumers' Attitudes to product Placement in Film', The Proceedings of the 27th Annual Macromarketing Conference (2002) [E3]
Co-authors Philip RosenbergeriII
Show 14 more conferences
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Grants and Funding

Summary

Number of grants 2
Total funding $7,760

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 body Blackbutt Doctors Surgery
Project Team Doctor Alicia Kulczynski, Doctor Stacey Baxter, Dr Jasmina Ilicic
Scheme Research Grant
Role Investigator
Funding Start 2105
Funding Finish 2105
GNo G1500823
Type Of Funding Grant - Aust Non Government
Category 3AFG
UON Y

20101 grants / $4,760

A Brand is worth a thousand words$4,760

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Doctor Stacey Baxter
Scheme New Staff Grant
Role Lead
Funding Start 2010
Funding Finish 2010
GNo G0190373
Type Of Funding Internal
Category INTE
UON Y
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Research Supervision

Number of supervisions

Completed3
Current2

Total current UON EFTSL

PhD1.1

Current Supervision

Commenced Level of Study Research Title / Program / Supervisor Type
2015 PhD 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
Principal Supervisor
2014 PhD Persuasion and Credibility in Social Marketing for Cancer Prevention and Screening: Comparing the Effectiveness of Celebrities vs. Medical Practitioners as Health Spokespersons
PhD (Behavioural Science), Faculty of Health and Medicine, The University of Newcastle
Principal Supervisor

Past Supervision

Year Level of Study Research Title / Program / Supervisor Type
2015 PhD How Did You Make Me Do That!? Circumventing the Activation of Persuasion Knowledge in Consumers, with Fluently Processed Semantic Associations
PhD (Management), Faculty of Business and Law, The University of Newcastle
Co-Supervisor
2015 PhD How Did You Make Me Do That!? Circumventing the Activation of Persuasion Knowledge in Consumers, with Fluently Processed Semantic Associations
PhD (Management), Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2014 PhD Concert Attendee Behaviour: The Influence of Motivations, Fan Identification and Product Involvement
PhD (Management), Faculty of Business and Law, The University of Newcastle
Co-Supervisor
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Dr Stacey Baxter

Positions

Senior Lecturer
Newcastle Business School
Faculty of Business and Law

Casual Web Learn Tutor Newcastle Business School
Newcastle Business School
Faculty of Business and Law

Casual Academic
Newcastle Business School
Faculty of Business and Law

Focus area

Marketing

Contact Details

Email stacey.baxter@newcastle.edu.au
Phone (02) 4921 6279

Office

Room 108
Building SRS
Location Callaghan
University Drive
Callaghan, NSW 2308
Australia
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