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:

Research Outputs


Henderson, IL., Avis, M., & Tsui, WHK. (2018). Testing discontinuous innovations in the tourism industry: The case of scenic airship services. Tourism Management. 66, 167-179
[Journal article]Authored by: Avis, M., Henderson, I., Tsui, W.
Avis, MA., & Aitken, R. (2015). Brand personification, brand personality and brand relationships in historical perspective. Journal of Historical Research in Marketing. 7(2), 208-231 Retrieved from http://www.emeraldinsight.com/journal/jhrm
[Journal article]Authored by: Avis, M.
Avis, MA., Forbes, S., & Ferguson, S. (2013). The Brand Personality of Rocks: A Critical Evaluation of a Brand Personality Scale. Marketing Theory. 14(4), 451-475 Retrieved from http://mtq.sagepub.com/content/early/2013/12/05/1470593113512323.abstract
[Journal article]Authored by: Avis, M.
Avis, MA., Aitken, R., & Ferguson, S. (2012). Brand relationship and personality theory: metaphor or consumer perceptual reality?. Marketing Theory. 12(3), 311-331 Retrieved from http://mtq.sagepub.com/
[Journal article]Authored by: Avis, M.
Avis, MA. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal. 20(1), 89-96 Retrieved from http://www.journals.elsevier.com/australasian-marketing-journal
[Journal article]Authored by: Avis, M.


Avis, MA. (2014). Cross domain perceptual realities and Mickey Mouse. In S. Brown, & S. Ponsonby-McCabe (Eds.) Brand mascots: Anthropomorphic marketing: And other marketing animals. Abingdon, Oxon: Routledge
[Chapter]Authored by: Avis, M.


Henderson, IL. (2016). Could airships make a comeback? Evidence from a case study within the tourism industry of Queenstown, New Zealand. (Master's Thesis)
[Masters Thesis]Authored by: Henderson, I.Edited by: Avis, M., Tsui, W.
Avis, MA. (2014). Humanlike Brands and Metaphor: Applications and Consequences. (Doctoral Thesis)
[Doctoral Thesis]Authored by: Avis, M.
Avis, MA. (2011). What is Brand Personality. (Master's Thesis)
[Masters Thesis]Authored by: Avis, M.


Konopka, RM., Wright, MJ., Avis, M., & Feetham, PM. (2016). Do preferences for fair trade rely on ethical argument or logos?. In A. Sinha, J. Cadeaux, & T. Bucic (Eds.) Conference Proceedings 2015 Innovation and Growth Strategies in Marketing. (pp. 690 - 696). Sydney, Australia: Australian and New Zealand Marketing Academy Conference
[Conference Paper in Published Proceedings]Authored by: Avis, M., Feetham, P., Wright, M.Contributed to by: Feetham, P.
Avis, MA., & Forbes, S.Stimuli Ordering Effects in Survey Research. . Valencia
[Conference Paper]Authored by: Avis, M.
Avis, MA., & Aitken, R.Category Theory and Confusion. . Queenstown
[Conference Paper]Authored by: Avis, M.
Avis, MA.An agenda for evolutionary psychology in marketing. . Seoul, South Korea
[Conference Paper]Authored by: Avis, M.
Avis, MA.Anthropomorphism and Animism Theory in Branding. Paper presented at the meeting of http://www.acrwebsite.org/volumes/1009073/volumes/ap09/AP-09. Beijing
[Conference Paper]Authored by: Avis, M.
Avis, MA.The Problems of Brand Definition. . Melbourne
[Conference Paper]Authored by: Avis, M.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Co-supervisor 4 0

Current Doctoral Supervision

Co-supervisor of:

  • Bounmee Maokhamphiou - Doctor of Philosophy
    Perspective of Marketers on Nutrition Labelling: Are Nutrition Labelling Uses Effective At All?
  • Isaac Henderson - Doctor of Philosophy
    Airport branding: The creation and measurement of airport brands
  • Arezoo Nakhaei - Doctor of Philosophy
    Can dual-process memory theories be used to enhance advertising effectiveness and ad recall at the point of purchase?
  • Roman Konopka - Doctor of Philosophy
    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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