Dr Margurite Hook

Dr Margurite Hook

Senior Lecturer

Newcastle Business School

Career Summary

Biography

Dr Margurite Hook is a Senior Lecturer in Marketing at the Newcastle Business School and the Program Convenor for the Bachelor of Business program. 

Research 

Dr Margurite Hook is an experimental methods researcher specialising in decoding customer behaviour. Her work spans complaints, brand logos, tourism, digital platforms, and brand communities. By exploring these diverse areas, she aims to better understand customer-brand relationships. Employing experimental approaches, Margurite provides valuable insights into how consumers interact with brands, both digitally and physically, enhancing our comprehension of consumer engagement and brand perception. Additionally, she leverages her experience in literature reviews to uncover untapped research avenues, further enriching the field.

Her research is published in top-ranking journals in the field of marketing including: Journal of Marketing, International Journal of Information Management, 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. 

Teaching 

Dr Margurite Hook teaches in the areas of Foundational Marketing, Marketing Research and Integrated Marketing Communications at both the undergraduate and postgraduate levels. She has also taught in the areas of Consumer Behaviour and International Marketing.  









Qualifications

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

Keywords

  • Brand Communities
  • Branding
  • Children
  • Consumer Behaviour
  • Group Dynamics
  • Social Identity

Languages

  • English (Mother)

Fields of Research

Code Description Percentage
350604 Marketing communications 50
350607 Marketing technology 20
350601 Consumer behaviour 30

Professional Experience

UON Appointment

Title Organisation / Department
Senior Lecturer University of Newcastle
Newcastle Business School
Australia

Awards

Award

Year Award
2023 Best Paper in Track, Macromarketing
ANZMAC
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.


Chapter (1 outputs)

Year Citation Altmetrics Link
2025 Calvin S, Young T, Hook M, 'Seeing, Reflecting, Empowering: The Impact of Participatory Indigenous Research on Peer-Researcher' (2025)
DOI 10.1079/tourism.2025.0018
Co-authors Shea Calvin, Tamara Young

Conference (15 outputs)

Year Citation Altmetrics Link
2024 Barari M, Kulczynski A, Hook M, Armstrong C, 'Micro vs Macro Influencers in Green Campaigns' (2024)
Co-authors Moji Barari, Christine Armstrong
2024 Hook M, Carlyle T, 'From Consumer to Marketer: Implementing Constructivist Assessment', Hobart, Australia (2024)
2024 Armstrong C, Kulczynski A, Hook M, Barari M, 'AI as an Aid for ESL Complainants' (2024)
Co-authors Christine Armstrong, Moji Barari
2023 Hook M, Taylor A, Carlson J, 'Consumers in disguise? Exploring Metaverse avatars', Dunedin, New Zealand (2023)
Co-authors Jamie Carlson, Alex Taylor
2023 Taylor A, Hook M, Carlson J, Gudergan S, Falk T, 'Consumer Smartphone Distraction: A Systematic Literature Review', Dunedin, New Zealand (2023)
Co-authors Alex Taylor, Jamie Carlson
2023 Kulczynski A, Hook M, 'Vintage Typography: Nostalgic Pathways to Product Safety', Dunedin, New Zealand (2023)
2023 Welsh M, Kulczynski A, Hook M, 'Personality and Post Purchase Cognitive Dissonance', Dunedin, New Zealand (2023)
2023 Hook M, Kulczynski A, 'Turn Up the Heat: Employing Warmth Cues', Dunedin, New Zealand (2023)
2023 Armstrong C, Kulczynski A, Hook M, 'Utilising Artificial Intelligence to Assist Vulnerable Complainants', Dunedin, New Zealand (2023)
Co-authors Christine Armstrong
2021 Calvin S, Young T, Hook M, 'Between a rock and a hard place: Tourism and contested sites' (2021)
Co-authors Tamara Young, Shea Calvin
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, 1-16 (2014) [E1]
Co-authors Philip RosenbergeriII
Show 12 more conferences

Journal article (13 outputs)

Year Citation Altmetrics Link
2025 Calvin S, Young T, Hook M, 'Seeing, Reflecting, Empowering: The Impact of Participatory Indigenous Research on Peer-Researcher' (2025)
DOI 10.1079/tourism.2025.0018
Co-authors Shea Calvin, Tamara Young
2025 Armstrong C, Kulczynski A, Hook M, 'Feeding Comfort: The Role of Humor in Online Food Complaints', Journal of Consumer Behaviour, 24, 1061-1085 (2025) [C1]
DOI 10.1002/cb.2454
Co-authors Alicia Kulczynski, Christine Armstrong
2024 Kulczynski A, Hook M, 'Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography', Journal of Marketing, 88, 129-153 (2024) [C1]
DOI 10.1177/00222429231215357
Citations Scopus - 6
Co-authors Alicia Kulczynski
2024 Taylor A, Hook M, Carlson J, Gudergan S, Falk T, 'Appetite for distraction? A systematic literature review on customer smartphone distraction', INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 75 (2024) [C1]
DOI 10.1016/j.ijinfomgt.2023.102722
Citations Scopus - 9Web of Science - 4
Co-authors Alex Taylor, Jamie Carlson
2024 Taylor A, Hook M, Carlyle T, Carlson J, 'Creating a metaverse-me: Exploring the consumer avatar creation process', Journal of Consumer Behaviour (2024) [C1]
DOI 10.1002/cb.2378
Citations Scopus - 1
Co-authors Jamie Carlson, Alex Taylor
2024 Calvin S, Young T, Hook M, 'Between a rock and a hard place: Gazing upon Uluru', ANNALS OF TOURISM RESEARCH EMPIRICAL INSIGHTS, 5 (2024) [C1]
DOI 10.1016/j.annale.2024.100128
Citations Scopus - 4Web of Science - 1
Co-authors Tamara Young, Shea Calvin
2024 Calvin S, Young T, Hook M, Nielsen N, Wilson E, 'Are our voices now heard? Reflections on Indigenous tourism research', JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT, 59, 81-85 (2024) [C1]

More than a decade ago, Nielsen and Wilson (2012) developed the 'Critical Typology of Indigenous Tourism Research' in this very publication, the Journal of Ho... [more]

More than a decade ago, Nielsen and Wilson (2012) developed the 'Critical Typology of Indigenous Tourism Research' in this very publication, the Journal of Hospitality and Tourism Management. They argued that Indigenous voices are rarely heard in tourism research that is dominated by White, western academics. Critical tourism scholars are still echoing this sentiment today, calling attention to the need for Indigenous tourism research to be led by Indigenous peoples. This research commentary rethinks and reframes the typology, presenting an Indigenised model, the 'Spectrum of Indigenous Engagement'. This contemporary model presents four approaches: blind, superficial, collaborative and Indigenist, illustrated by recent examples of Indigenous tourism research. The paper draws attention to scholars who are effectively implementing innovation and inclusive methods of Indigenous engagement, and identifies barriers to the widespread adoption of Indigenist research approaches. Above all, this paper seeks to provoke increased reflexivity and critical dialogue within the Indigenous tourism research community.

DOI 10.1016/j.jhtm.2024.03.010
Citations Scopus - 4
Co-authors Shea Calvin, Tamara Young
2021 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, 29, 690-705 (2021) [C1]
DOI 10.1080/0965254x.2020.1783569
Citations Scopus - 5Web of Science - 2
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 - 1Web of Science - 1
Co-authors 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]

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 t... [more]

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 - 8Web of Science - 66
Co-authors Alicia Kulczynski
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) [C1]
DOI 10.1561/107.00000042
2017 Yasser QR, Mamun AA, Hook M, 'The impact of ownership structure on financial reporting quality in the east', International Journal of Organizational Analysis, 25, 178-197 (2017) [C1]

Purpose: This paper aims to focus mainly on the relationship between ownership structure and earnings management of a developed and two developing economies, and is dis... [more]

Purpose: This paper aims to focus mainly on the relationship between ownership structure and earnings management of a developed and two developing economies, and is distinct from prior research. Design/methodology/approach: Using a sample of firms from three countries (Australia, Malaysia and Pakistan), the detailed ownership evolutions for the period 2011-2013 were observed. Findings: Overall, the authors find that in the East, ownership concentration is negatively associated with financial reporting quality. Individual ownership and group ownership were negatively associated with earnings management in Pakistan, however, not in Malaysia where the same were positively associated. Further, the result of this study indicated that state ownership is negatively associated with firm performance. Among the control variables, it was found that larger firms were negatively correlated with financial reporting, while firms with a larger board size and mature in the maneuver were coupled positively with earnings management. Originality/value: The results highlight the highly individualized effects of blockholders and the need for research to further understand the mechanisms through which shareholders impact financial reporting quality.

DOI 10.1108/IJOA-08-2015-0894
Citations Scopus - 26
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 - 14Web of Science - 13
Co-authors Alicia Kulczynski
Show 10 more journal articles

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

Report (1 outputs)

Year Citation Altmetrics Link
2025 Armstrong C, Kulczynski A, Hook M, Barari M, Li B, Niass J, 'Utilising Generative Artificial Intelligence (GenAI) to assist complainants who speak English as a Second Language' (2025)
Co-authors Christine Armstrong, Alicia Kulczynski, Bin Li, Moji Barari
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Grants and Funding

Summary

Number of grants 4
Total funding $31,485

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


20241 grants / $11,865

Utilising Artificial Intelligence to Assist Complainants who Speak English as a Second Language$11,865

Funding body: NSW Ombudsman's Office

Funding body NSW Ombudsman's Office
Project Team Doctor Christine Armstrong, Doctor Moji Barari, Doctor Margurite Hook, Associate Professor Alicia Kulczynski, Doctor Bin Li
Scheme Research Project
Role Investigator
Funding Start 2024
Funding Finish 2024
GNo G2400431
Type Of Funding C2300 – Aust StateTerritoryLocal – Own Purpose
Category 2300
UON Y

20232 grants / $14,620

Distraction: A Double-Edged Sword for technology driven consumer experiences?$9,941

Funding body: College of Human and Social Futures | University of Newcastle

Funding body College of Human and Social Futures | University of Newcastle
Project Team

Jamie Carlson (Lead) Margurite Hook (Co-Investigator) Alex Taylor (Co-Investigator)

Scheme CHSF - Pilot Research Scheme: Projects, Pivots, Partnerships
Role Investigator
Funding Start 2023
Funding Finish 2023
GNo
Type Of Funding Internal
Category INTE
UON N

Consumers in disguise? Understanding the role of avatars in the metaverse for brand building advantage$4,679

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Doctor Margurite Hook, Doctor Alex Taylor
Scheme Pilot Funding Scheme
Role Lead
Funding Start 2023
Funding Finish 2023
GNo G2300468
Type Of Funding Internal
Category INTE
UON Y

20201 grants / $5,000

New Staff Grant$5,000

Funding body: Faculty of Business & Law, The University of Newcastle

Funding body Faculty of Business & Law, The University of Newcastle
Scheme Faculty Research Project Grant
Role Lead
Funding Start 2020
Funding Finish 2021
GNo
Type Of Funding Internal
Category INTE
UON N
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Research Supervision

Number of supervisions

Completed2
Current2

Current Supervision

Commenced Level of Study Research Title Program Supervisor Type
2024 PhD Beyond Simple Transparency: The Impact of Explainability on Consumer Fairness Perceptions, Trust and Acceptance of Dynamic Pricing Mechanisms PhD (Management), College of Human and Social Futures, The University of Newcastle Co-Supervisor
2021 PhD Hear Our Voices: An Indigenist Approach to Tourism PhD (Leisure & Tourism), College of Human and Social Futures, The University of Newcastle Co-Supervisor

Past Supervision

Year Level of Study Research Title Program Supervisor Type
2021 Honours Understanding Small-Medium Enterprise Cluster Participation: The Influence of the Quadruple Helix Model in the Food and Beverage Industry of the Central Coast Region, Australia Marketing, College of Human and Social Futures | University of Newcastle Principal Supervisor
2020 Honours Between a Rock and a Hard Place: Tourism and Contested Sites Tourism, Faculty of Business and Law, The University of Newcastle Co-Supervisor
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News

News • 25 Mar 2025

Newcastle Business School Recognises Excellence in Teaching

Newcastle Business School has announced the recipients of its inaugural NBS Excellence Awards for Outstanding Contributions to Student Learning. Presented at the first School Board meeting of 2025, these awards celebrate educators who have made a significant impact on student learning.

Dr Margurite Hook

Position

Senior Lecturer
Newcastle Business School
College of Human and Social Futures

Contact Details

Email margurite.hook@newcastle.edu.au
Phone 0240553119
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