Prof Valentyna Melnyk staff profile picture

Contact details +64 (09) 414 0800  ext. 43321

Prof Valentyna Melnyk

Professor of Marketing and Consumer Research

School of Communication, Journalism and Marketing

Professional

Contact details

  • Ph: 094140800, ext 43321
    Location: QB3.11, Quad B
    Campus: Albany

Research Expertise

Research Interests

Cross-cultural marketing, emotions, branding, advertising, 

Thematics

Resource Development and Management

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Marketing (150500): Marketing Communications (150502): Marketing Research Methodology (150505): Marketing Theory (150506)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 2 1

Research Outputs

Journal

Bruno, P., Melnyk, V., & Völckner, F. (2017). Temperature and emotions: Effects of physical temperature on responses to emotional advertising. International Journal of Research in Marketing. 34(1), 302-320
[Journal article]Authored by: Melnyk, V.
van der Lans, R., van Everdingen, Y., & Melnyk, V. (2016). What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions. International Journal of Research in Marketing. 33(4), 924-943
[Journal article]Authored by: Melnyk, V.
Hess, AC., & Melnyk, V. (2016). Pink or blue? The impact of gender cues on brand perceptions. European Journal of Marketing. 50(9-10), 1550-1574
[Journal article]Authored by: Hess, A., Melnyk, V.
Nishio, T., Larke, R., van Heerde, H., & Melnyk, V. (2016). Analysing the motivations of Japanese international sports-fan tourists. European Sport Management Quarterly. 16(4), 487-501
[Journal article]Authored by: Melnyk, V., van Heerde, H.
Klein, K., & Melnyk, V. (2016). Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products. Marketing Letters. 27(1), 131-142
[Journal article]Authored by: Melnyk, V.
Melnyk, V., & Bijmolt, T. (2015). The effects of introducing and terminating loyalty programs. European Journal of Marketing. 49(3-4), 398-419
[Journal article]Authored by: Melnyk, V.
Lepthien, A., Papies, D., Clement, M., & Melnyk, V. (2014). The ugly side of customer management - Consumer reactions to firm-initiated contract terminations. International Journal of Research in Marketing.
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2014). Resisting temptation: Gender differences in customer loyalty in the presence of a more attractive alternative. Australasian Marketing Journal. 22(4), 355-341
[Journal article]Authored by: Melnyk, V.
Melnyk, V., Giarratana, M., & Torres, A. (2014). Marking your trade: Cultural factors in the prolongation of trademarks. Journal of Business Research. 67(4), 478-485
[Journal article]Authored by: Melnyk, V.
Bruno, P., Melnyk, V., & Völckner, F. (2012). Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals. Advances in Consumer Research. 40, 651-652
[Journal article]Authored by: Melnyk, V.
Hess, A., Melnyk, V., & Costley, C. (2012). Brand perception: Influence of gender cues on dimensions of warmth and competence. Advances in Consumer Research. 40, 856-857
[Journal article]Authored by: Hess, A., Melnyk, V.
Melnyk, V., Klein, K., & Völckner, F. (2012). The double-edged sword of foreign brand names for companies from emerging countries. Journal of Marketing. 76(6), 21-37
[Journal article]Authored by: Melnyk, V.
Melnyk, V., & van Osselaer, SMJ. (2012). Make me special: Gender differences in consumers' responses to loyalty programs. Marketing Letters. 23(3), 545-559
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2011). Recent trends in research and practice of customer loyalty and loyalty programs. Actual Problems of Economics. 125(11), 415-420
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2011). Theoretical framework for the influence of gender on customer behaviour. Mechanism of Economic Regulation. (4: 2011), 89-94 Retrieved from http://mer.fem.sumdu.edu.ua/en/index.html
[Journal article]Authored by: Melnyk, V.
Kilgour, M., & Melnyk, V. (2011). The dual paths to innovation and economic revival. Mechanisim of Economic Regulation. (3: 2011), 38-46 Retrieved from http://mer.fem.sumdu.edu.ua/en/index.html
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2011). Recent trends in research and practice of customer loyalty and loyalty programs. Actual Problems of Economics. 125(11), 415-420
[Journal article]Authored by: Melnyk, V.
Melnyk, V., Van Osselaer, SMJ., & Bijmolt, THA. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing. 73(4), 82-96
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2006). Loyaliteitsprogramma creeert geen trouwe klant. Tijdschrift voor Marketing. 40(3), 68-68
[Journal article]Authored by: Melnyk, V.
Melnyk, V. (2006). Huidige loyaliteitsprogramma's hebben geen nut. Kwaliteit in Bedrijf. 22(2), 6-9
[Journal article]Authored by: Melnyk, V.

Book

Melnyk, V., & Kong, S. (2014). A world first in tea. In Consumer behaviour: Implications for marketing strategy. (pp. 292 - 294). Australia: McGraw Hill Australia Pty Limited
[Chapter]Authored by: Melnyk, V.
Melnyk, V., Hess, A., & Macgregor, R. (2013). Rheem New Zealand – Big 3 challenge. In Consumer behaviour: Implications for marketing strategy. (pp. 216 - 218). Australia: Australia: McGraw Hill Australia Pty Limited
[Chapter]Authored by: Hess, A., Melnyk, V.
Melnyk, V., & Kong, SC. (2013). Zealong: The story of perfecting tea perceptions. In L. Schiffman, A. O'Cass, A. Paladino, & J. Carlson (Eds.) Consumer Behaviour. (pp. 633 - 634). Australia: Pearson
[Chapter]Authored by: Melnyk, V.
Melnyk, V. (2012). Utilizing commericals in teachings consumer behaviour topics. In Consumer behaviour: Implications for marketing strategy. : McGraw Hill Australia Pty Ltd an imprint of McGraw-Hill Education
[Chapter]Authored by: Melnyk, V.
Melnyk, V., & Kilgour, M. (2010). Zespri: Kiwifruit of the highest quality. In P. Quester (Ed.) Consumer Behaviour: Implications for Marketing Strategy. (pp. 557 - 557). Australia: McGraw-Hill Australia Pty Limited
[Chapter]Authored by: Melnyk, V.
Melnyk, V., & Kilgour, M. (2010). Selling tea in China. In Consumer Behaviour: Implications for Marketing Strategy. (pp. 260 - 260). Australia: McGraw-Hill Australia Pty Limited
[Chapter]Authored by: Melnyk, V.
Melnyk, V., & Kilgour, M. (2010). Donovans: Breaking through the competition clutter. In P. Quester (Ed.) Consumer behaviour: Implications for marketing strategy. (pp. 296 - 296). Australia: McGraw-Hill Australia Pty Limited
[Chapter]Authored by: Melnyk, V.
Melnyk, V., & Melnyk, V. (2009). Implementing social norms as a marketing tool to promote sustainable development. In Sustainable development: Theory, methodology and practice. (pp. 587 - 592). : Sumy University
[Chapter]Authored by: Melnyk, V.
Melnyk, V., & Degtyareva, I. (2009). Consumer Decision. In L. Melnyk, S. Illyashenko, & I. Sotnyk (Eds.) Business Administration: Master's Course. (pp. 435 - 453). : Sumy University Book
[Chapter]Authored by: Melnyk, V.
Melnyk, L., Taranovskii, V., & Melnyk, V. (2005). Strategy and tactics of influencing ecologization. In LG. Melynk (Ed.) Basics of sustainable Development. (pp. 576 - 584). : Sumy University Book
[Chapter]Authored by: Melnyk, V.
Melnyk, V. (2005). Creating loyalty programs knowing what wo-(men) want. : Tilburg University
[Chapter]Authored by: Melnyk, V.

Conference

Melnyk, V., Jaud, D., & Landwehr, J.Fantasy Themes on Wine Labels: A Good Idea for Practitioners?. . Adelaide, Australia
[Conference Paper]Authored by: Melnyk, V.
Melnyk, V., & Hess, A.Gender Cues and their Impact on Brand’s Warmth and Competence Perception. . La Londe, France
[Conference Paper]Authored by: Hess, A., Melnyk, V.
Jaud, D., Melnyk, V., & Landwehr, J. (2015). The mystery effect: The effectiveness of fantasy themes on food labels. In A. Sinha, J. Cadeaux, & T. Bucic (Eds.) 2015 ANZMAC Conference Innovation and growth strategies in marketing. (pp. 801 - 801). Sydney, Australia: Australian and New Zealand Marketing Academy
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., Hess, A., & Costley, CL. (2014). Consumer reaction to gender cues in advertising. In E. Bigne (Ed.) Proceedings of the Annual Conference of the European Marketing Association. (pp. 181 - 181). Valencia, Spain: 43rd Annual Conference of the European Marketing Association
[Conference Paper in Published Proceedings]Authored by: Hess, A., Melnyk, V.
Melnyk, V., Hess, A., & Costley, C. (2013). The battle of the sexes: How gender stereotypes influences brand perception. : 4th International Conference on Behavioural, Cognitive and Psychological Science
[Conference Paper in Published Proceedings]Authored by: Hess, A., Melnyk, V.
Hess, A., Melnyk, V., & Costley, C. (2013). Warmth and competence: How and when implicit gender cues enhance brand perception. In R. Brodie (Ed.) ANZMAC (Australian & New Zealand Marketing Academy) Conference 2013 Proceedings. (pp. 1 - 7). Auckland, New Zealand: ANZMAC (Australian & New Zealand Marketing Academy) 2013 Conference
[Conference Paper in Published Proceedings]Authored by: Hess, A., Melnyk, V.
Melnyk, V., Bruno, P., & Völckner, F. (2013). The temperature crossover in advertising – how physical temperature influences consumers’ emotional responses to advertising. Proceedings of the Annual Conference of the Australian & New Zealand Marketing Academy. : Annual Conference of the Australian & New Zealand Marketing Academy
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., van der Lans, R., & van Everdingen, Y. (2013). The importance of brand perceptions in brand purchase intentions across the globe. : INFORMS Marketing Science Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V.The battle of the sexes: How gender stereotypes influences brand perception. . London, United Kingdom
[Conference Paper]Authored by: Melnyk, V.
Melnyk, V.Warmth and competence: How and when implicit gender cues enhance brand perception. . University of Auckland
[Conference Paper]Authored by: Melnyk, V.
Melnyk, V., Bruno, P., & Völckner, F.The temperature crossover in advertising – how physical temperature influences consumers’ emotional responses to advertising. . University of Auckland
[Conference Paper]Authored by: Melnyk, V.
Melnyk, V., Klein, K., & Volckner, F. (2012, June). The double-edge sword of foreign branding. Presented at 32nd INFORMS Marketing Science Conference. Cologne, Germany.
[Conference Oral Presentation]Authored by: Melnyk, V.
Bruno, P., Melnyk, V., & Volckner, F. (2012, May). When a warm ad leaves you cold: The moderating role of temperature on the effectiveness of warmth in advertising. Presented at 41st [EMAC] European Marketing Academy Annual Conference: Marketing to Citizens: Going Beyond Customer and Consumers. Lisbon, Portugal.
[Conference Oral Presentation]Authored by: Melnyk, V.
Bruno, P., Melnyk, V., & Volckner, F. (2012). The influence of temperature on consumers' reaction to emotional appeals. In Asia-Pacific Association for Consumer Research Conference: Program and Abstracts(pp. 39 - 39). , Asia-Pacific Association for Consumer Research Conference: Cool Ideas New Zealand: University of Canterbury
[Conference Abstract]Authored by: Melnyk, V.
Hess, A., Melnyk, V., & Costley, C. (2012). Brand perception and gender stereotype products. In Asia-Pacific Association for Consumer Research [ACR] Conference: Program and Abstracts(pp. 20 - 20). , Asia-Pacific Association for Consumer Research [ACR] Conference: Cool Ideas New Zealand: University of Canterbury
[Conference Abstract]Authored by: Hess, A., Melnyk, V.
Bruno, P., Melnyk, V., & Volckner, F. (2012). When a warm ad leaves you cold: The moderating role of temperature on the effectiveness of warmth in advertising. In Proceedings of the 41st [EMAC] European Marketing Academy Annual Conference(pp. 207 - 207). , 41st [EMAC] European Marketing Academy Annual Conference: Marketing to Citizens: Going Beyond Customer and Consumers Portugal: ISCTE Business School, Lisbon University Institute
[Conference Abstract]Authored by: Melnyk, V.
Bruno, P., Melnyk, V., & Volckner, F. (2012, July). The influence of temperature on consumers' reaction to emotional appeals. Presented at Asia-Pacific Association for Consumer Research Conference: Cool Ideas. Queenstown, New Zealand.
[Conference Oral Presentation]Authored by: Melnyk, V.
Hess, A., Melnyk, V., & Costley, C. (2012, July). Brand perception and gender stereotype products. Presented at Asia-Pacific Association for Consumer Research [ACR] Conference: Cool Ideas. Queenstown, New Zealand.
[Conference Oral Presentation]Authored by: Hess, A., Melnyk, V.
Bruno, P., Melnyk, V., & Volckner, F. (2012). Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals. In Z. Gurhan-Canli, C. Otnes, RJ. Zhu, & MN. Duluth (Eds.) North American Advances in Consumer Research. Vol. 40 (pp. 651 - 652). United States: Association for Consumer Research Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Hess, A., Melnyk, V., & Costley, C. (2012). Brand perception: Influence of gender cues on dimensions of warmth and competence. In Z. Gurhan-Canli, C. Otnes, RJ. Zhu, & MN. Duluth (Eds.) North American Advances in Consumer Research. Vol. 40 (pp. 856 - 857). United States: Association for Consumer Research Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Klein, K., Melnyk, V., & Volckner, F. (2010, June). What's in a name? Asymmetry of foreign branding effects in hedonic versus utilitarian product categories. Presented at Global Brand Management Conference. Istanbul, Turkey.
[Conference Oral Presentation]Authored by: Melnyk, V.
Klein, K., Melnyk, V., & Volckner, F. (2010). What's in a name? Asymmetry of foreign branding effects in hedonic versus utilitarian product categories. Global Brand Management Conference: Proceedings. (pp. 1 - 9). Turkey: Global Brand Management Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., Klein, K., & Volckner, F. (2010). The double-edge sword of foreign branding. In 32nd INFORMS Marketing Science Conference: Searchable Programe(pp. Unpaginated). , 32nd INFORMS Marketing Science Conference Germany: Department of Retailing and Customer Management, University of Cologne
[Conference Abstract]Authored by: Melnyk, V.
Melnyk, V., Klein, K., & Volckner, F. (2009, November). What's in a name? Asymmetry of foreign branding effects in hedonic versus utilitarian product categories. Presented at Annual Conference of the Australian and New Zealand Marketing Academy [ANZMAC] Conference: Sustainable Management and Marketing. Melbourne, VIC, Australia.
[Conference Oral Presentation]Authored by: Melnyk, V.
Melnyk, V., Klein, K., & Volckner, F. (2009). What's in a name? Asymmetry of foreign branding effects in hedonic versus utilitarian product categories. Annual Conference of the Australian and New Zealand Marketing Academy [ANZMAC] Conference: Sustainable Management and Marketing. (pp. 1 - 8). Australia: Annual Conference of the Australian and New Zealand Marketing Academy [ANZMAC] Conference: Sustainable Management and Marketing
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., & Bijmolt, THA. (2008, June). Effects of introducing and terminating a loyalty program: The role of monetary and non-monetary rewards. Presented at 30th INFORMS Marketing Science Conference. Vancouver, Canada.
[Conference Oral Presentation]Authored by: Melnyk, V.
Melnyk, V., & Bijmolt, THA. (2008). Effects of introducing and terminating a loyalty program: The role of monetary and non-monetary rewards. In 30th INFORMS Marketing Science Conference: Programme and Abstracts(pp. 3 - 3). , 30th INFORMS Marketing Science Conference Canada: Sauder School of Business, University of British Columbia
[Conference Abstract]Authored by: Melnyk, V.
Melnyk, V., van Osselaer, S., & Bijmolt, T.(2007). Gender differences in consumers responses to toyalty programs. . Reykjavik, Iceland
[Conference Paper]Authored by: Melnyk, V.
Melnyk, V., van Osselaer, SMJ., & Bijmolt, THA. (2007). Consumers responses to loyalty programs.. : 36th European Marketing Academy Conference: Flexible Marketing in an Unpredictable World
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., & Bijmolt, THA. (2007). What makes loyalty programs work.. : 36th European Marketing Academy Conference: Flexible Marketing in an Unpredictable World
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V., van Osselaer, SMJ., & Bijmolt, THA. (2006, December). Gender difference in customer loyalty. Presented at Australia and New Zealand Marketing Academy [ANZMAC]Conference. Brisbane, QLD, Australia.
[Conference Oral Presentation]Authored by: Melnyk, V.
Melnyk, V., van Osselaer, SMJ., & Bijmolt, THA. (2006). Gender difference in customer loyalty. In Y. Ali, & M. van Dessel (Eds.) Australia and New Zealand Marketing Academy [ANZMAC]Conference: Programme and Papers Online. (pp. 1 - 7). Australia: Australia and New Zealand Marketing Academy [ANZMAC]Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.
Melnyk, V. (2005). Men cheat on you, women - on your company. Poster session presented at the meeting of Society of Consumer Psychology [SCP] Winter Conference. St Pete Beach, FL, United States
[Conference Poster]Authored by: Melnyk, V.
Melnyk, V., van Osselaer, SMJ., & Bijmolt, THA. (2005). Gender difference in customer loyalty. : 34th European Marketing Academy Conference
[Conference Paper in Published Proceedings]Authored by: Melnyk, V.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 1 0
CoSupervisor 1 0

Current Doctoral Supervision

Supervisor of:

  • David Jaud - PhD
    "What makes a good wine label? Consumers' responses to wine label design".

CoSupervisor of:

  • Fred Musika - PhD
    Integrating green consumption dimension: Consumer Styles Inventory (CSI) scale refinement and validation

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