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 and recreational sector. In light of an increasingly
competitive marketplace and the increasing commoditisation of services, Joanna’s research
investigates whether a co-created service experience can provide a positional advantage
to operators in the cultural and recreational sector, ultimately with a view to enhancing
organisational performance. The research also examines the organisational antecedents
that would support a co-created service experience. 

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.

Co-creation

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)
 

Corporate Branding

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)
 

corporate image, satisfaction, loyalty

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)
 

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)