Jana Bowden

Associate Professor, Chair of Ethics - Macquarie Business School, Associate Editor, European Journal of Marketing

  • 640 Citations
  • 9 h-Index
20052018
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Personal profile

Biography

I am a passionate marketing educator with over a decade of teaching experience at the postgraduate and undergraduate level. I bring practical experience to my teaching through my background in market research consultancy (FMCG and services) and brand management (pharmaceutical). For my tertiary teaching, I have received a range of teaching excellence awards at the Faculty, Vice-Chancellor (two) and Government level (Australian Learning and Teaching Council).

As a researcher my focus is on consumer behaviour and customer loyalty. I am internationally recognised for my research on consumer brand engagement, disengagement and negative engagement. I have an active research program on engagement within social media, and online brand communities. I also apply engagement theory to the services sector (retail, financial, hospitality). My current consumer research projects are focused on - retailing; negative expressions of engagement in social media (revenge, retaliation, sabotage) and the categorisation and measurement of this; digital content marketing, and influencer marketing. A seminal paper that I published conceptualising engagement in the Journal of Marketing Theory and Practice was nominated as the third most highly cited article in the history of the Journal (just under 1000 google scholar citations). My paper on social media brand engagement is now the third most highly cited in the Journal of Service Theory and Practice. I serve as an Associate Editor on the European Journal of Marketing (ABDC A*).

I am also recognised for my research on conceptualising and measuring student engagement, and the implications of this for best practice in tertiary settings. Committed to having an impact, I have extensive experience in leading change to improve outcomes at the institutional and student level. My current tertiary research projects include - metrics for student engagement; the development of a holistic, multidimensional model of student engagement, engagement by mode of delivery (blended, face ot face and online), and gender differences in engagement. I am a Senior Fellow of the Higher Education Academy (UK).

I presently serve as the Macquarie Business School Chair of Ethics. 

Please contact me for: HDR supervision, media interviews, and industry collaborations/engagement

Education/Academic qualification

Higher Education, Senior Fellow Higher Education Academy (UK), Higher Education Academy

Marketing, Masters of Management, Macquarie Graduate School of Management

Marketing, PhD, Macquarie University

Marketing, Bachelor of Management, University of South Australia

Human Resource Management, Bachelor of Management, University of South Australia

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  • 2 Similar Profiles
customer Social Sciences
student Social Sciences
marketing Social Sciences
loyalty Social Sciences
disengagement Social Sciences
Customer engagement Business & Economics
education Social Sciences
Loyalty Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2011 2018

Research Outputs 2005 2018

Negative engagement

Lievonen, M., Luoma, V. A. & Bowden, J., 2018, The handbook of communication engagement. Johnston, K. A. & Taylor, M. (eds.). Hoboken, NJ: Wiley-Blackwell, Wiley, p. 531-547 17 p. (Handbooks in communication and media).

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Emotion
Stakeholders
Stakeholder engagement
Agenda
Social media

The role of social capital in shaping consumer engagement within online brand communities

Bowden, J., Conduit, J., Hollebeek, L. D., Luoma-aho, V. & Solem, B. A., 2018, The handbook of communication engagement. Johnston, K. A. & Taylor, M. (eds.). Hoboken, NJ: Wiley-Blackwell, Wiley, p. 491-504 14 p. (Handbooks in communication and media).

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Social capital
Brand community
Valence
Social networks
Duality

A Multi-valenced perspective on consumer engagement within a social service

Naumann, K., Bowden, J. & Gabbott, M., 2017, In : Journal of Marketing Theory and Practice. 25, 2, p. 171-188 18 p.

Research output: Contribution to journalArticleResearchpeer-review

Social services
Valence
Customer engagement
Focus groups
Service provider

Engagement valence duality and spillover effects in online brand communities

Bowden, J. L-H., Conduit, J., Hollebeek, L. D., Luoma-aho, V. & Solem, B. A., 2017, In : Journal of Service Theory and Practice. 27, 4, p. 877-897 21 p.

Research output: Contribution to journalArticleResearchpeer-review

Duality
Spillover effects
Brand community
Valence

Exploring customer engagement valences in the social services

Naumann, K., Lay-Hwa Bowden, J. & Gabbott, M., 1 Jan 2017, In : Asia Pacific Journal of Marketing and Logistics. 29, 4, p. 890-912 23 p.

Research output: Contribution to journalArticleResearchpeer-review

Customer engagement
Social services
Valence
Service organization
Focus groups

Press / Media

Retail Marketing and Consumer Behaviour

Jana Bowden

25/07/1923/08/19

3 media contributions

Press/Media: Expert Comment