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 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
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.

Highlighted Publications

Year

Citation

Altmetrics

Link

2024

Kulczynski A, Hook M, 'Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography', Journal of Marketing, [C1]

DOI	10.1177/00222429231215357
Co-authors	Alicia Kulczynski

Journal article (10 outputs)

Year

Citation

Altmetrics

Link

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)

DOI	10.1016/j.jhtm.2024.03.010
Co-authors	Tamara Young, Shea Calvin

2024

Kulczynski A, Hook M, 'Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography', Journal of Marketing, [C1]

DOI	10.1177/00222429231215357
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 102722-102722 (2024) [C1]

DOI	10.1016/j.ijinfomgt.2023.102722
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 100128-100128 (2024)

DOI	10.1016/j.annale.2024.100128
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 - 3Web 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 - 13Web of Science - 7
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 the findings... [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 - 70Web of Science - 52
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 distinct from ... [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 - 20

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 7 more journal articles

Conference (12 outputs)

Year

Citation

Altmetrics

Link

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	Jamie Carlson, Alex Taylor

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)

2021

Calvin S, Young T, Hook M, 'Between a rock and a hard place: Tourism and contested sites', Online (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, Sydney, Australia (2014) [E1]

Co-authors	Philip RosenbergeriII

Show 9 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

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Grants and Funding

Summary

Number of grants	5
Total funding	$43,350

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

20242 grants / $23,730

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

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

Funding body: University of Newcastle

Funding body	University of Newcastle
Project Team	Doctor Christine Armstrong, Doctor Bin Li, Doctor Moji Barari, Doctor Margurite Hook, Associate Professor Alicia Kulczynski
Scheme	Internal Competitive Schemes
Role	Investigator
Funding Start	2024
Funding Finish	2024
GNo	G2400433
Type Of Funding	Internal
Category	INTE
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

Completed1

Current3

Current Supervision

Commenced	Level of Study	Research Title	Program	Supervisor Type
2024	PhD	Exploring the Relation of Traditional Sales Strategies and AI-Driven Dynamic Pricing: A Comparative Study of Consumer Behaviour and Business Performance	PhD (Management), College of Human and Social Futures, The University of Newcastle	Co-Supervisor
2022	PhD	An Examination of the Relationship Between Consumer Personality Types and the Occurrence of Post Purchase Dissonance	PhD (Management), College of Human and Social Futures, The University of Newcastle	Co-Supervisor
2021	PhD	Between a Rock and a Hard Place: Tourism and Contested Sites	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
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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