Dr Simon J Pervan, BCom(Auck), MCom(Auck), PhD(Melb) 

Dr Simon Pervan is an adjunct associate professor of marketing in the Southern Cross
School of Business and Tourism. He received his Ph.D. in Marketing from The University of
Melbourne, Australia. His research focus is on primarily on strategic brand management,
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 customers going the extra mile to help a service workers. Current
projects include an examination of value creation in Facebook, the effect of consumer
empathy on stigmatised service workers, and cynicism on advertising 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, and International Journal of Advertising. He is also currently
the Co Editor in Chief of the Journal of Consumer Behaviour. 

Simon is a principal investigator on a Category 1 $220K, two year, OLT grant, examining
the resource requirements of DBA candidates, and a one year $20K Faculty Research Grant
at the University of Melbourne examining consumer empathy and stigmatised service
workers. In 2012, he was elected for a three year term onto the Executive Committee of
the Australia and New Zealand Marketing Academy (ANZMAC). 

Journal articles


A study of organizational determinants and innovation practices in Dubai SMEs (with Yahya Al-Ansari and Jun Xu), International Journal of Innovation Management (2014)

This study explores the relevance of established organisational determinants of innovation practice in small and...



Exploiting innovation in Dubai SMEs: the effect of strategic orientation on organizational determinants (with Yahya Al-Ansaari and Jun Xu), International Journal of Innovation and Technology Management (2014)

This study investigates the role of strategic orientations of small- and medium-sized enterprises (SMEs) in...



Retired Australian’s use of information technology: a preliminary study (with Joanne Phythian, Julie Tucker, Tim Comber, and Bruce Armstrong), The International Technology Management Review (2014)

In July 2010, Coffs Harbour, Australia was announced as one of fourteen National Broadband Network...



Innovation and business performance of SMEs: the case of Dubai (with Yahya Al-Ansari and Jun Xu), Education, Business and Society: Contemporary Middle Eastern Issues (2013)

Purpose – The study aims to explore the innovative characteristics of small- and medium-sized enterprises...



Stigmatized labour: an overlooked service worker's stress (with Liliana L. Bove), Australasian Marketing Journal (2013)

Service workers like social workers are valuable to society (LeCroy and Stinson,...



Strategic brand management (with Richard Rosenbaum-Elliot and Larry Percy), (2011)

Book chapters

Crafting a community: case study, Consumer behaviour: an Asia Pacific approach (2006)

Easy exchange: case study, Consumer behaviour: an Asia Pacific approach (2006)

An observational study of the family decision making process of Chinese immigrant families (with Christina CK Lee), Asia Pacific Advances in Consumer Research (1998)

Editorials, book reviews


The engagement of customers beyond their expected roles (with Liliana L. Bove), Journal of Strategic Marketing (2011)



Stigmatised labour: an overlooked service worker's stress (with Liliana L. Bove), ANZMAC 2012 Proceedings (2012)

Service workers like social workers are valuable to society (LeCroy and Stinson 2004), even noble...



Brand communities of Facebook: how do they create value? (with Mahmud Hassan), Australia New Zealand Marketing Academy Conference (2011)

Identifying the value creating practices performed in the brand communities of Facebook is the primary...



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)