Lecturer in Marketing
Overview
Anne-Maree O'Rourke is a Lecturer in Marketing at the UQ Business School and holds a PhD (Univerity of Technology Sydney), a Master of Business Administration (Macquarie Graduate School of Management) and a Bachelor of Commerce (University of New South Wales). She currently teaches Foundations of Advertising and Brand Management to undergraduate students.
Anne-Maree brings over 12 years of management and consulting experience in marketing, market research and branding into both her teaching and research, having worked with a vast range of commercial brands and government entities including Kimberly-Clark, Yahoo!, Telstra, FOXTEL, QSuper and The Department of Transport and Main Roads (QLD State Gov.)
Her primary research interests lie in the areas of brand strategy and management (e.g. importance of brand differentiation and brand consistency; use of celebrity endorsers), loyalty (e.g. drivers of loyalty program effectiveness) and understanding the influence of stereotypes that exist in the marketplace (e.g. how to reduce the negative impact of racial stereotypes in service settings).
Her research has been published in the Journal of the Academy of Marketing Science and Journal of Marketing Management and has been presented at international marketing conferences such as the European Marketing Academy Conference and Global Marketing Conference.
Anne-Maree is a regular reviewer at the Journal of Brand Management and Journal of Advertising.
Qualifications
- Doctor of Philosophy, University of Technology Sydney
Publications
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Journal Article: Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance
Jin, Frances Seowon, Arango, Luis, O’Rourke, Anne-Maree and Septianto, Felix (2024). Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance. Australasian Marketing Journal. doi: 10.1177/14413582241235414
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Other Outputs: Digital Service Transformation: Pathways to human and economic wellbeing White Paper
Andreassen, Tor W., Archibald, Gordon, Beekhuyzen, Jenine, Bongiovanni, Ivano, Brea, Edgar, Breidbach, Christoph, Burchill, Keith, Burgers, Henri, Cao, Selina, Coote, Len, Coram, Brendan, Cunningham, Claire, Feast, George, Field, Mitch, Ford, Jerad, Fouche, Leon, Gain, Alexandria, Gooding, Glen, Goyeneche Ramirez, David, Green, Teegan, Gschwind, Daniel, Hall, Thomas, Hartley, Nicole, Heinz, Daniel, Hine, Damian, Indulska, Marta, Kapernick, Brett, Kastelle, Tim, Ko, Ryan ... Zhang, Wenlu (2023). Digital Service Transformation: Pathways to human and economic wellbeing White Paper. Brisbane, QLD Australia: The University of Queensland Business School - Service Innovation Alliance. doi: 10.14264/aed4918
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Journal Article: Mitigating implicit racial bias in tipping: when direct and indirect experience matters
O'Rourke, Anne-Maree, Belli, Alex and Mathmann, Frank (2022). Mitigating implicit racial bias in tipping: when direct and indirect experience matters. Journal of Consumer Marketing, 40 (5), 609-621. doi: 10.1108/jcm-03-2021-4556
Supervision
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The Role of Regulatory Mode and Positive Emotions on Consumer Goal Pursuits
Doctor Philosophy
Publications
Journal Article
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Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance
Jin, Frances Seowon, Arango, Luis, O’Rourke, Anne-Maree and Septianto, Felix (2024). Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance. Australasian Marketing Journal. doi: 10.1177/14413582241235414
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Mitigating implicit racial bias in tipping: when direct and indirect experience matters
O'Rourke, Anne-Maree, Belli, Alex and Mathmann, Frank (2022). Mitigating implicit racial bias in tipping: when direct and indirect experience matters. Journal of Consumer Marketing, 40 (5), 609-621. doi: 10.1108/jcm-03-2021-4556
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O’Rourke, Anne-Maree, Carrillat, François A. and Wang, Paul Z. (2022). Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position. Journal of Marketing Management, 38 (3-4), 1-29. doi: 10.1080/0267257X.2021.1966076
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40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis
Belli, Alex, O’Rourke, Anne-Maree, Carrillat, François A., Pupovac, Ljubomir, Melnyk, Valentyna and Napolova, Ekaterina (2021). 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis. Journal of the Academy of Marketing Science, 50 (1), 147-173. doi: 10.1007/s11747-021-00804-z
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Celebrity endorsement in the world of luxury fashion - when controversy can be beneficial
Carrillat, Francois A., O'Rourke, Anne-Maree and Plourde, Catherine (2019). Celebrity endorsement in the world of luxury fashion - when controversy can be beneficial. Journal of Marketing Management, 35 (13-14), 1193-1213. doi: 10.1080/0267257x.2019.1634632
Other Outputs
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Digital Service Transformation: Pathways to human and economic wellbeing White Paper
Andreassen, Tor W., Archibald, Gordon, Beekhuyzen, Jenine, Bongiovanni, Ivano, Brea, Edgar, Breidbach, Christoph, Burchill, Keith, Burgers, Henri, Cao, Selina, Coote, Len, Coram, Brendan, Cunningham, Claire, Feast, George, Field, Mitch, Ford, Jerad, Fouche, Leon, Gain, Alexandria, Gooding, Glen, Goyeneche Ramirez, David, Green, Teegan, Gschwind, Daniel, Hall, Thomas, Hartley, Nicole, Heinz, Daniel, Hine, Damian, Indulska, Marta, Kapernick, Brett, Kastelle, Tim, Ko, Ryan ... Zhang, Wenlu (2023). Digital Service Transformation: Pathways to human and economic wellbeing White Paper. Brisbane, QLD Australia: The University of Queensland Business School - Service Innovation Alliance. doi: 10.14264/aed4918
PhD and MPhil Supervision
Current Supervision
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The Role of Regulatory Mode and Positive Emotions on Consumer Goal Pursuits
Doctor Philosophy — Associate Advisor
Other advisors:
