Massey Business School staff

Prof Jonathan Elms staff profile picture

Contact details +6492136323

Prof Jonathan Elms

Pro Vice-Chancellor - Te Kura Whai/Massey Business School

Doctoral Mentor Supervisor
Massey Business School

Jonathan Elms is the acting Pro Vice-Chancellor and Dean of the Massey Business School. Previously he was the Director of Research for the college, as well as the Sir Stephen Tindall Chair Professor in Retail Management. 

Jonathan joined Massey in December 2014 after spending seven years at the Institute for Retail Studies (IRS), University of Stirling. At Stirling, Jonathan directed the IRS’ undergraduate retail marketing programmes delivered on campus and in Singapore.

He holds a BSc (Hons) Marketing, MSc Management, and PhD in Marketing from Lancaster University

Professional

Certifications and Registrations

  • Licence, Mentor Supervisor, Massey University

Research Expertise

Research Interests

Jonathan's core research interests focus on sociological and geographical informed approaches to retail markets and marketplace behaviours. Central to his research is an understanding of consumer experience and shopping practices in relation to technology (such as the internet, AI, VR, and self-service operations) and retail design (primarily store brands), as well as the changing nature of retail markets and their implications for the choices of different consumer groups (e.g., consumers with disabilities, and older shoppers).

Thematics

Design – for Commerce, Community and Culture, Health and Well-being, Future Food Systems

Area of Expertise

Field of research codes
Built Environment And Design (120000):
Business and Management (150300): Commerce, Management, Tourism And Services (150000):
Human Geography (160400):
Marketing (150500):
Sociology (160800): Studies In Human Society (160000)

Research Outputs

Journal

Ferraro, C., Sands, S., Schnack, A., Elms, J., & Campbell, CL. (2022). In this together: the long-term effect of a collective crisis on the retail and service sector. Journal of Services Marketing. 36(4), 550-562
[Journal article]Authored by: Elms, J.
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Ruth, D., Gunn, F., & Elms, J. (2022). Being a retailer: narratives not on display. International Journal of Retail and Distribution Management. 50(5), 581-598
[Journal article]Authored by: Elms, J.
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Moore, S., Bulmer, S., & Elms, J. (2022). The social significance of AI in retail on customer experience and shopping practices. Journal of Retailing and Consumer Services. 64
[Journal article]Authored by: Bulmer, S., Elms, J.
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Schnack, A., Wright, MJ., & Elms, J. (2021). Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments. Journal of Retailing and Consumer Services. 61
[Journal article]Authored by: Elms, J., Wright, M.
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Mansvelt, J., Elms, J., & Dodds, S. (2020). Connecting meanings of ageing, consumption, and information and communication technologies through practice. Geographical Research. 58(3), 289-299
[Journal article]Authored by: Dodds, S., Elms, J., Mansvelt, J.
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Murray, J., Teller, C., & Elms, J. (2019). Examining store atmosphere appraisals using parallel approaches from the aesthetics literature. Journal of Marketing Management. 35(9-10), 916-939
[Journal article]Authored by: Elms, J.
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Murray, J., Elms, J., & Curran, M. (2019). Examining empathy and responsiveness in a high-service context. International Journal of Retail and Distribution Management. 47(12), 1364-1378
[Journal article]Authored by: Elms, J.
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Fernie, J., Elms, J., Canning, C., de Kervenoael, R., Whysall, P., & Hallsworth, A. (2010). 30 years of retail change: where (and how); do you shop?. International Journal of Retail & Distribution Management. 38(11-12), 817-827
[Journal article]Authored by: Elms, J.
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De Kervenoael, R., Soopramanien, D., Hallsworth, A., & Elms, J. (2007). Personal privacy as a positive experience of shopping: An illustration through the case of online grocery shopping. International Journal of Retail and Distribution Management. 35(7), 583-599
[Journal article]Authored by: Elms, J.
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8
De Kervenoael, R., Soopramanien, D., Elms, J., & Hallsworth, A. (2006). Exploring value through integrated service solutions: The case of e-grocery shopping. Managing Service Quality. 16(2), 185-202
[Journal article]Authored by: Elms, J.
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17
Bulmer, S., Elms, J., & Moore, S. (2018). Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices. Journal of Retailing and Consumer Services. 42, 107-116
[Journal article]Authored by: Bulmer, S., Elms, J.
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Murray, JP., Elms, J., & Teller, C. (2017). Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty. Journal of Retailing and Consumer Services. 38, 147-156
[Journal article]Authored by: Elms, J.
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Murray, J., Elms, J., & Teller, C. (2017). Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty. Journal of Retailing and Consumer Services. 38, 147-156
[Journal article]Authored by: Elms, J.
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Londono, JC., Davies, K., & Elms, J. (2017). Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product. Journal of Retailing and Consumer Services. 36, 8-20
[Journal article]Authored by: Elms, J.
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Londoño, JC., Elms, J., & Davies, K. (2017). A commentary on “conceptualising and measuring consumer-based brand–retailer–channel equity”: A review and response. Journal of Retailing and Consumer Services. 37, 31-32
[Journal article]Authored by: Elms, J.
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Elms, J., de Kervenoael, R., & Hallsworth, A. (2016). Internet or store? An ethnographic study of consumers' internet and store-based grocery shopping practices. Journal of Retailing and Consumer Services. 32, 234-243
[Journal article]Authored by: Elms, J.
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45
Londoño, JC., Elms, J., & Davies, K. (2016). Conceptualising and measuring consumer-based brand-retailer-channel equity. Journal of Retailing and Consumer Services. 29, 70-81
[Journal article]Authored by: Elms, J.
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Murray, J., Elms, J., & Teller, C. (2015). Consumer perceptions of higher and lower-level designed store environments. International Review of Retail, Distribution and Consumer Research. 25(5), 473-489
[Journal article]Authored by: Elms, J.
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8
De Kervenoael, R., Hallsworth, A., & Elms, J. (2014). Household pre-purchase practices and online grocery shopping. Journal of Consumer Behaviour. 13(5), 364-372
[Journal article]Authored by: Elms, J.
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de Kervenoael, R., Elms, J., & Hallsworth, A. (2014). Influencing online grocery innovation: Anti-choice as a trigger for activity fragmentation and multi-tasking. Futures. 62, 155-163
[Journal article]Authored by: Elms, J.
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Elms, J., & Tinson, J. (2012). Consumer vulnerability and the transformative potential of Internet shopping: An exploratory case study. Journal of Marketing Management. 28(11-12), 1354-1376
[Journal article]Authored by: Elms, J.
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47
Teller, C., & Elms, JR. (2012). Urban place marketing and retail agglomeration customers. Journal of Marketing Management. 28(5-6), 546-567
[Journal article]Authored by: Elms, J.
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50
Teller, C., & Elms, J. (2010). Managing the attractiveness of evolved and created retail agglomerations formats. Marketing Intelligence and Planning. 28(1), 25-45
[Journal article]Authored by: Elms, J.
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59
Hallsworth, A., de Kervenoael, R., Elms, J., & Canning, C. (2010). The food superstore revolution: Changing times, changing research agendas in the UK. International Review of Retail, Distribution and Consumer Research. 20(1), 135-146
[Journal article]Authored by: Elms, J.
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11
Elms, JR., Canning, C., de Kervenoael, R., Whysall, P., & Hallsworth, A. (2010). 30 years of retail change: where (and how) do you shop. International Journal of Retail and Distribution Management. 38(11/12), 817-827
[Journal article]Authored by: Elms, J.
Teller, C., Elms, JR., Thomson, JA., & Paddison, AR. (2010). Place marketing and urban retail agglomerations: An examination of shoppers place attractiveness perceptions. Place Branding and Public Diplomacy. 6(2), 124-133
[Journal article]Authored by: Elms, J.
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Report

Elms, JR., & Murphy, AJ. (2017). 2016-2017 Big Issues in Retail Report. ( Report No. 2). Massey Business School.
[Commissioned Report]Authored by: Elms, J., Murphy, A.
Elms, JR., & Murphy, AJ. (2016). 2015/2016 Big Issues in Retail Survey Report. ( Report No. 1). Massey Business School.
[Commissioned Report]Authored by: Elms, J., Murphy, A.

Conference

Elms, J., Dodds, S., & Mansvelt, J. (2019). Transformative nature of consuming online for older consumers. https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf. (pp. 1014 - 1014). : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Read article at Massey Research Online: MRO icon
Murphy, A., Maggioni, I., Sands, S., Elms, J., Pallant, J., Shedd, L., . . . Murray, J. (2019). Understanding the drivers of showrooming behaviour. , 26th Recent Advances in Retailing & Services Science Conference
[Conference Abstract]Authored by: Elms, J., Murphy, A.
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Mansvelt, J., Elms, J., & Dodds, S.(2018, July). Challenging spaces? Older Consumers and Digital Competency. .
[Conference]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Mansvelt, J., Dodds, S., & Elms, J.(2018, September). Reasons to connect: ICT technologies, competency and the mosaic of people and technology relations. .
[Conference]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Murray, J., Teller, C., Murphy, A., & Elms, J. (2018). Store Prototypes and Retail Brand Development. In J. Conduit, C. Plewa, & D. Wilkie (Eds.) ANZMAC 2018 Conference Proceedings. (pp. 64 - 67). Adelaide: ANZMAC 2018
[Conference Paper in Published Proceedings]Authored by: Elms, J., Murphy, A.
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Ruth, D., Gunn, F., & Elms, J.Narratives behind the counter: A case of retail strategy and narrative. . Madeira
[Conference Paper]Authored by: Elms, J.Edited by: Elms, J.
Murphy, A., Murray, J., Teller, C., & Elms, J. (2018, July). How do retail brand experiences build retail brand equity? Evidence from task-orientated store environments. Presented at Recent Advances In Retailing And Consumer Services (EIRASS). Madeira, Portugal.
[Conference Oral Presentation]Authored by: Elms, J., Murphy, A.
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Murray, JP., Teller, C., Murphy, A., & Elms, J.The role of momentary and longer-term retail brand experiences in the development of retail brand equity in task-orientated store environments. . Middlesex
[Conference Paper]Authored by: Elms, J., Murphy, A.
Murray, JP., Teller, C., & Elms, J.(2017, July). Examining the role of store design on consumers' cross-sectional perceptions of retail brand loyalty. . (December)0959-3969.
[Conference]Authored by: Elms, J.
Intezari Harsini, A., & ELMS, J. (2017). Enabling state-of-the art decision making for retail SMEs. , The 23rd International Conference on Recent Advances In Retailing And Services Science (The European Institute Of Retailing And Services Studies - EIRASS)
[Conference Abstract]Authored by: Elms, J.
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Wright, MJ., Schnack, A., Holdershaw, JL., & Elms, J.From computer to cave: A simulated convenience store using immersive virtual reality. . Groningen, The Netherlands
[Conference Paper]Authored by: Elms, J., Holdershaw, J., Wright, M.
Murray, J., Teller, C., Elms, J., & Murphy, AJ. (2017). Store design contributions to retail brand loyalty development. Proceedings of the 19th Conference of the European Association for Education and Research in Commercial Distribution. : European Association for Education and Research in Commercial Distribution 19th Conference
[Conference Paper in Published Proceedings]Authored by: Elms, J., Murphy, A.
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Murray, JP., Elms, J., Teller, C., & Murphy, A.(2016, July). Novelty and Newness in Consumer Perceptions of the Designs of Grocery Store Environments. .
[Conference]Authored by: Elms, J., Murphy, A.
Murphy, AJ., Murray, J., Teller, C., & Elms, JR. (2016). What do consumers make of store design variation? Evidence from supermarkets. , Recent Advances In Retailing And Consumer Services (EIRASS)
[Conference Abstract]Authored by: Elms, J., Murphy, A.
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Aldolaigan, HAH., Murphy, AJ., & Elms, JR. (2016). A theory of due (re)purchase: RFM roles in predicting repeat-purchase behaviour. , Recent Advances In Retailing And Consumer Services (EIRASS)
[Conference Abstract]Authored by: Elms, J., Murphy, A.
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Murray, JP., Elms, J., & Teller, C.The role of prototypes and novelty in the aesthetic perception of store environments. . Limerick, Ireland
[Conference Paper]Authored by: Elms, J.
Murray, JP., Elms, J., & Teller, C.(2015, July). The role of prototypes and novelty in the aesthetic perception of higher and lower designed store environments. .
[Conference]Authored by: Elms, J.
Elms, JR., Londono, JC., & Davies, K.The relevance of negative emotions on channel intention. . Barcelona, Spain
[Conference Paper]Authored by: Elms, J.
Murray, JP., Elms, J., & Teller, C.The specification of store environments: The role of design-architecture in the development of retailer brand loyalty. . Valencia, Spain
[Conference Paper]Authored by: Elms, J.
Murray, JP., Elms, J., & Teller, C.Towards a Better Specification of the Store Environment Stimulus: An Augmented Stimulus-Organism-Response (SOR) Model That Captures Brand Expressiveness. . Cardiff, Wales
[Conference Paper]Authored by: Elms, J.
Elms, JR., Warnaby, G., Medway, D., & Sparks, L.A contemporary perspective on periodic markets in the UK. . Edinburgh, UK
[Conference Paper]Authored by: Elms, J.
Elms, JR., de Kervenoael, R., & Bisson, C.Online retail social cues: Investigating web designers' resistances to go beyond firms' contractual strategy. . Vienna, Austria
[Conference Paper]Authored by: Elms, J.
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Teaching and Supervision

Contact Supervisor

Summary of Doctoral Supervision

Position Current Completed
Main Supervisor 0 1
Co-supervisor 4 2

Current Doctoral Supervision

Co-supervisor of:

  • Thi Duong Hanh Dang - Doctor of Philosophy
    Social media and Export Innovation under moderating and mediating perspectives: Role of Digital Leadership, Digital Entrepreneurship Orientation, and Organizational Capabilities.
  • Yiming Yang - Doctor of Philosophy
    IT affordance strategies, organisational capabilities, business performance and innovation: The empirical research from a Multi-Channel Network perspective.
  • Alexandra Liu - Doctor of Philosophy
    Examining the Role of Agriculture Cooperatives in Enabling Sustainable Agri-Food Value Chains in China
  • Aysu Erensoy - Doctor of Philosophy
    Investigating the Effect of Gamification Mechanics on Customer Experience and Behaviour in Immersive Virtual Reality Stores

Completed Doctoral Supervision

Main Supervisor of:

Co-supervisor of:

  • 2023 - Xing Chen - Doctor of Philosophy
    Modelling the Co-dependent Diffusion of Innovation in Two-sided Markets
  • 2023 - Simon Moore - Doctor of Philosophy
    Foreseeing the unforeseen social dimensions and implications of AI digital humans in retail

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Last updated on Thursday 17 August 2023