Joanna is a current PhD student at Melbourne Business School, University of
Melbourne and is the recipient of the Ian Kirk Scholarship. She received her Bachelor of
Arts in Psychology and German and her Bachelor of Business in Marketing (Honours) from
Monash University. Her areas of interest include service and experience marketing and
branding. Joanna’s PhD research investigates the co-creation of a service experience in
the context of Australian cultural industries. In light of an increasingly competitive
marketplace and the increasing commoditisation of services, Joanna’s research
investigates the manifestations of co-creation at an organisational level, including
potential hurdles and drivers of organisational co-creation strategies. Recognising that
co-creation occurs in a network of stakeholders, Joanna's research also investigates
the consumer, their propensity to co-create a cultural experience and potential outcomes
of a co-created experience with a cultural organisation. 

Joanna has presented her research at a number of academic conferences both in Australia
and New Zealand. At the 2008 Australian and New Zealand Marketing Academy Conference,
Joanna’s paper entitled “Building Brand Identity: Does it pay? An investigation into
cultural and recreational services” was awarded Best Paper in the Sports, Arts, Heritage
Marketing and Tourism Marketing Track.

Corporate Branding

Corporate Image in the leisure services sector (with Jody Evans, Kerrie Bridson, and Felix Mavondo), Journal of Services Marketing (2011)
 

An investigation of corporate image, customer satisfaction and loyalty – more than just monkey business (with Jody Evans, Kerrie Bridson, and Felix Mavondo), 2008 ANZMAC Proceedings: Shifting focus from the Mainstream to Offbeat, Australia and New Zealand Marketing Conference (2008)
 

Link

Corporate Brand Identity and Image Congruence in the Leisure Services Sector: A Stakeholder Perspective (with Kerrie Bridson and Felix Mavondo), , 2007 ANZMAC Proceedings: “3r’ – Reputation, Responsibility and Relevance”, Australia and New Zealand Marketing Conference, New Zealand (2007)
 

Co-creation

Co-creation: an exploratory investigation into the construct and its dimensions (with Jody Evans and Kerrie Bridson), EMAC 2010: The six senses: The essentials of Marketing (2010)

Whilst the body of work around co-creation has grown, the construct has been viewed from...

 

Link

Co-creation in the heritage sector (with Jody Evans and Kerrie Bridson), 2009 ANZMAC: Sustinable Management and Marketing (2009)
 

Link

Building Brand Identity: Does it Pay? An Investigation into Cultural and Recreational Services (with Jody Evans and Kerrie Bridson), 2008 ANZMAC Proceedings: Shifting focus from the Mainstream to Offbeat, Australia and New Zealand Marketing Conference (2008)
 

Link

The Relevance of Role Models to older Aged Generation Y consumers, 2007 ANZMAC Proceedings: “3r’ – Reputation, Responsibility and Relevance”, Australia and New Zealand Marketing Conference (2007)
 

Role Models

Link

The Relevance of Role Models to older Aged Generation Y consumers, 2007 ANZMAC Proceedings: “3r’ – Reputation, Responsibility and Relevance”, Australia and New Zealand Marketing Conference (2007)
 

corporate image, satisfaction, loyalty

Corporate Image in the leisure services sector (with Jody Evans, Kerrie Bridson, and Felix Mavondo), Journal of Services Marketing (2011)
 

An investigation of corporate image, customer satisfaction and loyalty – more than just monkey business (with Jody Evans, Kerrie Bridson, and Felix Mavondo), 2008 ANZMAC Proceedings: Shifting focus from the Mainstream to Offbeat, Australia and New Zealand Marketing Conference (2008)