Dr Mark Avis staff profile picture

Contact details +64 (06) 356 9099  ext. 83982

Dr Mark Avis

Senior Lecturer

School of Communication, Journalism and Marketing

Prior to returning to academia I had a diverse career, including spending time as a submarine officer in the Royal Navy and working in international sales and marketing roles in multinational companies in Europe and Asia-Pacific. I have an interest in critical approaches to theory, and my research interests include choice of branded products and evolutionary psychology.  I also have a personal interest in economics and enjoy modern history (in particular Chinese).

Research Expertise

Research Interests

Brands, Branding


21st Century Citizenship

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501): Marketing (150500): Marketing Communications (150502): Marketing Theory (150506)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 2

Completed Projects

Project Title: Category versus Brand

In consideration of consumer behaviour, there has been considerable focus on the role of brands in consumer product choice. Indeed, many studies refer to 'brand choice' rather than (for example) choice of branded products. This focus on the brand has potentially distracted attention from a potentially important element of consumer behaviour, which is the use of categories. At its most basic, a person does not for example go to purchase a Sony product but rather seek to purchase televisions, and the brand name Sony might put Sony products into the consumer's choice set alongside the products of Samsung, LG etc. The purpose of the research is to therefore establish the role of categories in consumer choices of products.
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Date Range: 2013 - 2013

Funding Body: Massey University

Project Team:

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
CoSupervisor 3 0

Current Doctoral Supervision

CoSupervisor of:

  • Isaac Henderson - PhD
    Airport branding: The creation and measurement of airport brands
  • Arezoo Nakhaei - PhD
    Can dual-process memory theories be used to enhance advertising effectiveness and ad recall at the point of purchase?
  • Roman Konopka - PhD
    Are ethical preferences stronger when people think more about ethical issues? The case of fair trade.

Media and Links


  • 24 Jan 2015 - Magazine
    Study Findings from University of Otago Broaden
    Marketing Week Article, full title is 'Study Findings from University of Otago Broaden Understanding of Marketing Research (the Brand Personality of Rocks: A Critical Evaluation of a Brand Personality
  • 21 Apr 2015 - Magazine
    Why Do We Get So Emotional About Brands?
    An article in the Harvard Business Review includes discussion of one of my research articles.
  • 12 Aug 2014 - Online
    Assessing the Perceived Personalities of Rocks
    A discussion of one of my research articles in a website that reports on research that 'makes people laugh then think'.
  • 10 Feb 2015 - Magazine
    De illusie van merkpersoonlijkheid
    A Marketing Magazine in Holland devoted an article to discussion of one of my research papers.
  • 06 Apr 2015 - Newspaper
    Brand Personality
    A short article devoted to discussion of one of my research papers, in an online version of a Pakistan newspaper.

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