Dr Margurite Hook

Dr Margurite Hook

Lecturer

Newcastle Business School

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
Edit

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 literatur... [more]

© 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 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
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 literatur... [more]

© 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
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
Show 2 more journal articles

Conference (5 outputs)

Year Citation Altmetrics 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
Show 2 more conferences

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
Edit

Dr Margurite Hook

Positions

Lecturer
Newcastle Business School
Faculty of Business and Law

Casual Academic
Newcastle Business School
Faculty of Business and Law

Contact Details

Email margurite.hook@newcastle.edu.au
Phone (02) 4055 3119
Mobile n/a
Fax n/a

Office

Room NewSpace Level 7
Building NewSpace
Location NewSpace

,
Edit