Contact details +64 (09) 414 0800  ext. 49072

Dr Alexandra Hess

Senior Lecturer

School of Communication, Journalism and Marketing

Research Outputs

Journal

Schulz, PJ., Fitzpatrick, MA., Hess, AC., Sudbury-Riley, L., & Hartung, U. (2017). Effects of eHealth Literacy on General Practitioner Consultations: A Mediation Analysis. Journal of Medical Internet Research. 19(5)
[Journal article]Authored by: Hess, A.
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.
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.

Book

Hess, AC.(2015). Chiefs. Waikato Management School
[Discussion Paper]Authored by: Hess, A.
Hess, AC.(2014). Waikato Badminton Association. Waikato Badminton Association
[Discussion Paper]Authored by: Hess, A.
Hess, AC.(2013). WaiBOP Football. Waikato Management School.
[Discussion Paper]Authored by: Hess, A.
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.

Thesis

Hess, AC. (2013). Application of Stereotypes in Marketing: Gender Cues and Brand Perception. (Doctoral Thesis)
[Doctoral Thesis]Authored by: Hess, A.

Conference

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.
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. In ., 4th International Conference on Behavioural, Cognitive and Psychological Science
[Conference Abstract]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.
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.
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.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
CoSupervisor 1 0

Current Doctoral Supervision

CoSupervisor of:

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

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