
Dr Margurite Hook
Senior Lecturer
Newcastle Business School
- Email:margurite.hook@newcastle.edu.au
- Phone:0240553119
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 |
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)
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Conference (15 outputs)
| Year | Citation | Altmetrics | Link | ||
|---|---|---|---|---|---|
| 2024 |
Barari M, Kulczynski A, Hook M, Armstrong C, 'Micro vs Macro Influencers in Green Campaigns' (2024)
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| 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)
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| 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]
|
Open Research Newcastle | |||
| 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)
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Open Research Newcastle | |||||||||
| 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]
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| 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]
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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.
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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.
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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.
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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]
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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)
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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 |
Research Supervision
Number of supervisions
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 |
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
| margurite.hook@newcastle.edu.au | |
| Phone | 0240553119 |





