Massey Business School staff

Dr Mark Avis staff profile picture

Contact details +6469516982

Dr Mark Avis MCom, PhD

Senior Lecturer

Doctoral Supervisor
Massey Business School - Deputy PVC's Office

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).

Professional

Qualifications

  • Master of Commerce - University of Otago (2009)
  • Doctor of Philosophy - University of Otago (2013)

Certifications and Registrations

  • Licence, Supervisor, Massey University

Prizes and Awards

  • Paper awarded Best in Track at the UK Academy of Marketing conference - Academy of Marketing (2018)

Research Expertise

Research Interests

Brands, Branding

Thematics

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

Journal

Henderson, IL., Avis, M., Tsui, WHK., Ngo, T., & Gilbey, A. (2023). Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls. Sustainability (Switzerland). 15(2)
[Journal article]Authored by: Avis, M., Gilbey, A., Henderson, I., Ngo, D.
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Avis, M., Konopka, R., Gregory-Smith, D., & Palakshappa, N. (2022). Disentangling Consumers’ CSR Knowledge Types and Effects. Sustainability (Switzerland). 14(19)
[Journal article]Authored by: Avis, M., Palakshappa, N.
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Santoso, I., Wright, MJ., Trinh, G., & Avis, M. (2022). Mind the attention gap: how does digital advertising impact choice under low attention?. European Journal of Marketing. 56(2), 442-466
[Journal article]Authored by: Avis, M., Wright, M.
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Avis, M., & Henderson, IL. (2022). A solution to the problem of brand definition. European Journal of Marketing. 56(2), 351-374
[Journal article]Authored by: Avis, M., Henderson, I.
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5
Forbes, S., & Avis, M. (2020). Construct creation from research questions. European Journal of Marketing. 54(8), 1817-1838
[Journal article]Authored by: Avis, M.
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Santoso, I., Wright, M., Trinh, G., & Avis, M. (2020). Is digital advertising effective under conditions of low attention?. Journal of Marketing Management. 36(17-18), 1707-1730
[Journal article]Authored by: Avis, M., Wright, M.
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Forbes, S., & Avis, M. (2020). Construct creation from research questions. European Journal of Marketing. 54(8), 1817-1838 Retrieved from https://www.emerald.com/insight/content/doi/10.1108/EJM-11-2018-0758/full/html
[Journal article]Authored by: Avis, M.
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Konopka, R., Wright, MJ., Avis, M., & Feetham, PM. (2019). If you think about it more, do you want it more? The case of fairtrade. European Journal of Marketing. 53(12), 2556-2581
[Journal article]Authored by: Avis, M., Wright, M.
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Henderson, IL., Tsui, KWH., Ngo, T., Gilbey, A., & Avis, M. (2019). Airline brand choice in a duopolistic market: The case of New Zealand. Transportation Research Part A: Policy and Practice. 121, 147-163
[Journal article]Authored by: Avis, M., Gilbey, A., Henderson, I., Ngo, D.
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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.
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Avis, M., & Aitken, R. (2015). Brand personification, brand personality and brand relationships in historical perspective. Journal of Historical Research in Marketing. 7(2), 208-231
[Journal article]Authored by: Avis, M.
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19
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.
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Avis, M., Forbes, S., & Ferguson, S. (2014). The brand personality of rocks: A critical evaluation of a brand personality scale. Marketing Theory. 14(4), 451-475
[Journal article]Authored by: Avis, M.
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32
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
[Journal article]Authored by: Avis, M.
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Avis, M. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal. 20(1), 89-96
[Journal article]Authored by: Avis, M.
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47
Avis, M., Aitken, R., & Ferguson, S. (2012). Brand relationship and personality theory: Metaphor or consumer perceptual reality?. Marketing Theory. 12(3), 311-331
[Journal article]Authored by: Avis, M.
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35
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.
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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.
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Book

Avis, M. (2014). Cross domain perceptual realities and mickey mouse. In Brand Mascots: And Other Marketing Animals. (pp. 55 - 75).
[Chapter]Authored by: Avis, M.
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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.Contributed to by: Avis, M.
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Thesis

Henderson, IL. (2021). Rethinking the Brand Concept for Air Transportation. (Doctoral Thesis, Massey University) Henderson, IL. (2021). Rethinking the Brand Concept for Air Transportation. (Doctoral Thesis)
[Doctoral Thesis]Authored by: Henderson, I.Edited by: Avis, M.
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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.
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Avis, MA. (2014). Humanlike brands and metaphor: Applications and consequences. (Doctoral Thesis) Avis, MA. (2014). Humanlike brands and metaphor: Applications and consequences. (Doctoral Thesis)
[Doctoral Thesis]Authored by: Avis, M.
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Avis, MA. (2011). What is Brand Personality. (Master's Thesis)
[Masters Thesis]Authored by: Avis, M.
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Conference

Henderson, I., Avis, M., Tsui, WHK., Gilbey, A., & Ngo, D. (2022, August). Airports as Compound Brands. Presented at 25th Air Transport Research Society World Conference. Antwerp, Belgium.
[Conference Oral Presentation]Authored by: Avis, M., Gilbey, A., Henderson, I., Ngo, D.
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Santoso, I., Wright, M., Trinh, G., Avis, M., & Santoso, I. (2019). Are branded tweets effective under the conditions of low attention? Exploring the effects of brand familiarity and product category.. Academy of Marketing Conference Proceedings 2019. London, U.K.: 52nd Academy of Marketing
[Conference Paper in Published Proceedings]Authored by: Avis, M., Wright, M.
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Avis, M.Do Consumers Ordinarily Think of Brands in Terms of Personality?. . Adelaide
[Conference Paper]Authored by: Avis, M.
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Forbes, S., & Avis, MA.Construct Creation from Research Questions. . Stirling, UK
[Conference Paper]Authored by: Avis, M.
Henderson, IL., Tsui, WHK., Ngo, T., Gilbey, A., & Avis, M. (2018, July). Airline Choice in a Market with Two Major Players. Presented at The 22nd ATRS World Conference. Seoul, Korea.
[Conference Oral Presentation]Authored by: Avis, M., Gilbey, A., Henderson, I., Ngo, D.
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Henderson, IL., Tsui, WHK., Ngo, T., Gilbey, A., & Avis, M.(2018, July). Airline choice in a market with two major players. .
[Conference]Authored by: Avis, M., Gilbey, A.
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Santoso, I., Konopka, R., Rosenstreich, DE., Wright, MJ., & Avis, M. (2017). Conscious and nonconscious influences on consumer decisions. In L. Robinson, L. Brennan, & M. Reid (Eds.) https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf. (pp. 141 - 144). Melbourne, Australia: ANZMAC 2017: Marketing for Impact
[Conference Paper in Published Proceedings]Authored by: Avis, M., Wright, M.
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Nakhaei, A., Wright, M., Avis, MA., & Stocchi, L.Exploring the importance of autobiographical memories. Paper presented at the meeting of https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf. Melbourne, Australia
[Conference Paper]Authored by: Avis, M., Wright, M.
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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., Wright, M.
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Avis, MA., & Forbes, S.(2014, June). Stimuli Ordering Effects in Survey Research. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf.
[Conference]Authored by: Avis, M.
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Avis, MA., & Forbes, S.Stimuli ordering effects in survey research. . Valencia
[Conference Paper]Authored by: Avis, M.
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Avis, MA.An agenda for evolutionary psychology in marketing. . Seoul
[Conference Paper]Authored by: Avis, M.
Avis, MA., & Aitken, R. (2012, July). Category theory and confusion. Presented at Asia-Pacific Association for Consumer Research Conference 2012. Queenstown, NZ.
[Conference Oral Presentation]Authored by: Avis, M.
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Avis, MA., & Aitken, R.Category theory and confusion. . Queenstown
[Conference Paper]Authored by: Avis, M.
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Avis, MA.An Agenda for Evolutionary Psychology in Marketing. . Seoul, South Korea
[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.An agenda for evolutionary psychology in marketing. . Seoul, South Korea
[Conference Paper]Authored by: Avis, M.
Avis, MA. (2012, July). Anthropomorphism and Animism Theory in Branding. Presented at Asia-Pacific Conference of the Association of Consumer Research. Beijing.
[Conference Oral Presentation]Authored by: Avis, M.
Avis, MA.Anthropomorphism and Animism Theory in Branding. . Beijing
[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.
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Avis, MA.Anthropomorphism and Animism Theory in Branding. . Beijing
[Conference Paper]Authored by: Avis, M.
Avis, MA.The Problems of Brand Definition. . Melbourne
[Conference Paper]Authored by: Avis, M.
Avis, MA. (2009, November). The Problems of Brand Definition. Presented at ANZMAC. Melbourne.
[Conference Oral Presentation]Authored by: Avis, M.
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Other

Henderson, I., Tsui, WHK., Gilbey, A., Avis, M., & Ngo, T. (2019). Transcripts for: Airline brand choice in a duopolistic market: The case of New Zealand. Retreived from https://data.mendeley.com/datasets/c2925mpjpp/1Henderson, I., Tsui, WHK., Gilbey, A., Avis, M., & Ngo, T. (2019). Transcripts for: Airline brand choice in a duopolistic market: The case of New Zealand.
[Dataset]Authored by: Avis, M., Henderson, I., Ngo, D.
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Teaching and Supervision

Contact Supervisor

Summary of Doctoral Supervision

Position Current Completed
Main Supervisor 1 0
Co-supervisor 0 3

Current Doctoral Supervision

Main Supervisor of:

  • Jacqueline Zhu - Doctor of Philosophy
    Users' privacy concern and adaptation of online behavior-oriented advertising

Completed Doctoral Supervision

Co-supervisor of:

  • 2021 - Isaac Henderson - Doctor of Philosophy
    Rethinking the Brand Concept for Air Transportation
  • 2020 - Irene Irawaty Santoso - Doctor of Philosophy
    Is digital advertising effective under conditions of low attention? The impact of low attention processing on consumer brand consideration and choice
  • 2018 - Roman Konopka - Doctor of Philosophy
    If you think about it more, do you want it more? The impact of heuristic and deliberative information processing on consumer preferences for ethically endorsed products

Media and Links

Media

  • 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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Last updated on Thursday 17 August 2023