Dr. Jessica Vredenburg is a Senior Lecturer of Marketing at Auckland University of Technology in New Zealand. She completed her PhD in Marketing at the University of Melbourne, Australia in 2014. She also has a background in Sport Psychology and Kinesiology completing her Master of Science in Sport Psychology and Bachelor of Science in Kinesiology, both from the University of Calgary, in her native Canada.
Based on her diverse background, Jessica’s research interests and projects focus on contemporary branding issues (e.g., brand activism and cancel culture), service and relationship marketing (e.g., service automation and retail theatre), and strategic sports marketing and sponsorship. She had published in top academic journals and is a member of the Editorial Review Board for the Journal of Public Policy & Marketing.
Jessica also brings industry experience working previously as a Marketing Manager for Lululemon Athletica, and comments regularly for marketing-related stories in the media.
Experience
–present
Senior Lecturer (Assistant Professor) in Marketing, Auckland University of Technology
Education
2014
University of Melbourne, PhD
Publications
2023
From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity, Journal of Brand Management
2023
Hygiene theater: an important risk reduction signal for the future of retailing, International Journal of Retail & Distribution Management
2022
Athlete-Brand Relationships in the Era of ‘Cancel Culture', Strategic Sport Marketing: Global Inquires
2022
Strategic B2B brand activism: Building conscientious purpose for social impact, Industrial Marketing Management
2022
Consumer Activism and Social Movements, The Routledge Companion to Marketing and Society
2021
Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm, Journal of Macromarketing
2020
Brands Taking a Stand: Authentic Brand Activism or Woke Washing?, Journal of Public Policy & Marketing
2018
What Did Ryan Lochte Do? The Double-Edged Sword of Endorsers Behaving Badly, International Journal of Sports Marketing and Sponsorship
2017
A Multi-stakeholder IMC Framework for Networked Brand Identity, European Journal of Marketing
2014
Variability in Health Care Services: The Role of Service Employee Flexibility, Australasian Marketing Journal
Grants and Contracts
2022
Insight Development Grant
Role:
Co-applicant
Funding Source:
Social Sciences and Humanities Research Council of Canada
Professional Memberships
Member of the Editorial Review Board for the Journal of Public Policy & Marketing