Dr Margurite Hook

Lecturer

Newcastle Business School

Email:margurite.hook@newcastle.edu.au
Phone:(02) 4055 3119

Career Summary

Biography

Margurite is a Lecturer in Marketing at the Newcastle Business School and teaches in the areas of Marketing Research, Integrated Marketing Communications and Services Marketing at both the undergraduate and postgraduate levels. She has also taught in the areas of Consumer Behaviour and International Marketing.

Research

Margurite's research focuses around the area of branding and branded communities. She has an interest in experimental research design methods, however, has also published research using other methodologies including literature review and SEM.

Margurite has published a range of papers on the area of child-oriented brand communities, examining the drivers of children's participation in these communities. Through her research the literature of child-oriented brand communities has grown substantially, incorporating knowledge from other fields of research including peer pressure, subjective group dynamics and developmental psychology.

Her research is published in top-ranking journals in the field of marketing including: Journal of Brand Management, Journal of Strategic Marketing, International Journal of Consumer Studies, Journal of Retailing and Consumer Studies, and the Journal of Marketing Behavior. In addition, Margurite has presented at numerous national and international marketing conferences such as ANZMAC and EMAC.

Qualifications

Doctor of Philosophy in Management, University of Newcastle
Bachelor of Commerce, University of Newcastle
Bachelor of Business, University of Newcastle

Keywords

Brand Communities
Branding
Children
Group Dynamics
Social Identity

Fields of Research

Code	Description	Percentage
150599	Marketing not elsewhere classified	100

Professional Experience

UON Appointment

Title	Organisation / Department
Lecturer	University of Newcastle Newcastle Business School Australia
Casual Academic	University of Newcastle Newcastle Business School Australia

Awards

Award

Year	Award
2018	Best Paper in Track, Product and Brand Management ANZMAC
2016	Best RHD Poster Faculty of Business & Law, The University of Newcastle
2015	Best Poster Faculty of Business & Law, The University of Newcastle

Research Award

Year	Award
2019	Higher Degree by Research Excellence Award Faculty of Business & Law, The University of Newcastle
2017	Best Paper Award, 3rd HDR Colloquium Faculty of Business & Law, The University of Newcastle

Teaching Award

Year	Award
2018	Sessional Teaching Award Faculty of Business & Law, The University of Newcastle

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Publications

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

Highlighted Publications

Year

Citation

Altmetrics

Link

2018

Hook M, Baxter S, Kulczynski A, 'Antecedents and consequences of participation in brand communities: A literature review', Journal of Brand Management, 25 277-292 (2018) [C1]

© 2017 Macmillan Publishers Ltd., part of Springer Nature. With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.

DOI	10.1057/s41262-017-0079-8
Citations	Scopus - 13Web of Science - 9
Co-authors	Alicia Kulczynski, Stacey Baxter

2020

Hook M, Kulczynski A, 'Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities', Journal of Strategic Marketing, 1-16 (2020)

DOI	10.1080/0965254x.2020.1783569
Co-authors	Alicia Kulczynski

2020

Hook M, Baxter S, Kulczynski A, ' I'm like you, you're like me, we make a great brand community! Similarity and children's brand community participation.', Journal of Retailing and Consumer Services, 52 1-9 (2020) [C1]

DOI	10.1016/j.jretconser.2019.101895
Citations	Scopus - 1
Co-authors	Stacey Baxter, Alicia Kulczynski

Journal article (5 outputs)

Year

Citation

Altmetrics

Link

2020

Hook M, Kulczynski A, 'Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities', Journal of Strategic Marketing, 1-16 (2020)

DOI	10.1080/0965254x.2020.1783569
Co-authors	Alicia Kulczynski

2020

DOI	10.1016/j.jretconser.2019.101895
Citations	Scopus - 1
Co-authors	Stacey Baxter, Alicia Kulczynski

2018

Hook M, Baxter S, Kulczynski A, 'Antecedents and consequences of participation in brand communities: A literature review', Journal of Brand Management, 25 277-292 (2018) [C1]

DOI	10.1057/s41262-017-0079-8
Citations	Scopus - 13Web of Science - 9
Co-authors	Alicia Kulczynski, Stacey Baxter

2017

Hook M, Baxter S, Kulczynski A, 'Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study', Journal of Marketing Behavior, 3 63-72 (2017)

DOI	10.1561/107.00000042
Co-authors	Alicia Kulczynski

2016

Hook M, Baxter SM, Kulczynski A, 'Children's participation in brand-based social networks: Examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend', International Journal of Consumer Studies, 40 552-561 (2016) [C1]

DOI	10.1111/ijcs.12300
Citations	Scopus - 3Web of Science - 3
Co-authors	Alicia Kulczynski, Stacey Baxter

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Conference (5 outputs)

Year

Citation

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Link

2019

Hook M, Kulczynski A, Baxter S, 'Under Pressure: Examining Children's Brand Community Participation', Wellington, New Zealand (2019)

2018

Hook M, Baxter S, Kulczynski A, 'Homophily s Influence on Child-Oriented Brand Community Identification', Adelaide, Australia (2018)

2017

Hook M, Baxter S, Kulczynski A, ' You re like me . Children s brand community participation', Melbourne, Australia (2017)

2016

Hook M, Baxter S, Kulczynski A, 'Understanding the Complex Interplay Between Evaluative Social Identity, Negative Anticipated Emotions and Self-Esteem on a Child s Commitment to Brand Communities', Oslo, Norway (2016)

2014

Hook M, Rosenberger III PJ, Baxter S, 'Examining the Automaticity of Product Placement Effects', ANZAM 2014 - Reshaping Management for Impact, Sydney, Australia (2014) [E1]

Co-authors	Philip RosenbergeriII, Stacey Baxter

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Other (1 outputs)

Year

Citation

Altmetrics

Link

2014

Hook M, Rosenberger III PJ, 'Lovedale Long Lunch', Marketing, 3rd Edition ( pp.553-555). Brisbane, QLD: John Wiley & Sons (2014) [O1]

Co-authors	Philip RosenbergeriII

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