Dr Simon J Pervan, BCom(Auck), MCom(Auck), PhD(Melb) Dr Simon Pervan is a senior lecturer of marketing in the Southern Cross Business School at Southern Cross University. He received his Ph.D. in Marketing from The University of Melbourne, Australia. His research focus is on strategic brand management, customer engagement beyond their expected roles and understanding the expectations that customers bring to marketing exchange. Simon's recent work includes an examination of the personal advantages of upholding a reciprocity norm in marketing relationships. In addition, he has investigated the motivation behind customer organizational citizenship behaviour towards service workers. Current projects include an examination of human brands, consumer empathy, and cynicism on marketing communication effects. He has particular analytical competences in structural equation modelling and scale development. Simon has published widely in recognised international journals including the Journal of Business Research, Industrial Marketing Management, Marketing Letters, Journal of Marketing Communications, International Journal of Advertising and Journal of Customer Behaviour and he is currently the Co Editor in Chief of the Journal of Consumer Behaviour. He is also guest editor of a special issue of the Journal of Strategic Marketing, 2010, which focuses on the engagement of customers beyond their expected roles.
Journal articles
Reflections on discriminant validity: reexamining the Bove et al. (2009) findings (with Edward Shiu, Liliana L. Bove, and Sharon E. Beatty), Journal of Business Research (2010)
Bove, Pervan, Beatty and Shiu (2009) develop and test a latent variable model of the...
Marketing orientation and arts organisations: the case for business sponsorship (with Sarah R. Thomas and Peter J. Nuttall), Marketing Intelligence and Planning (2009)
Purpose: The purpose of this paper is to explore the implications of a greater marketing...
Reciprocity as a key stabilizing norm of interpersonal marketing relationships: scale development and validation (with Liliana L. Bove and Lester W. Johnson), Industrial Marketing Management (2009)
This study outlines the development and validation of a measure of reciprocity. The definition used...
Service worker role in encouraging customer organizational citizenship behaviors (with Liliana L. Bove, Sharon E. Beatty, and Edward Shiu), Journal of Business Research (2009)
Assessment of the role of the individual service worker in encouraging customer organizational citizenship behaviors...
How the tone and wording of advertisements interact (with Ekant Veer), International Journal of Advertising (2008)
Book chapters
An observational study of the family decision making process of Chinese immigrant families (with Christina CK Lee), Asia Pacific Advances in Consumer Research (1998)
Conference publications
Conceptualising the role of reciprocity in relationship marketing: an examination of its supporting virtues (with Liliana L. Bove and Lester W. Johnson), Marketing Accountabilities and Responsibilities: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference (2004)
One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The...
An index of customer citizenship behavior: an exploratory study (with Liliana L. Bove and Nicola L. Robertson), American Marketing Association (AMA) ServSIG Services Research Conference (2003)
Exploring the relationship between customer loyalty to the service worker and customer citizenship behavior to the service organization (with Nicola L. Robertson and Liliana L. Bove), Marketing across Borders and Boundaries: Understanding Cross-Functional and Inter-Disciplinary Interfaces Within an Increasingly Global Environment: Proceedings of the Academy of Marketing Science, World Marketing Congress (2003)
From career fillip to branding strategy: exploring the implications for cooperative education in Australia (with Katharine Hoskyn and Mike Potter), Mutually Responsive Partnerships: Successes and Challenges: 6th Annual New Zealand Association for Cooperative Education (NZACE) Conference (2003)
Reciprocity as a virtue in relationship marketing (with Lester W. Johnson), Interactive Marketing: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference (2002)
This paper examines the of role reciprocity, as a virtue of human behaviour, in relationships...