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Dr Alexandra Hess

Senior Lecturer

School of Communication, Journalism and Marketing

Research Outputs

Journal

Dodds, S., & Hess, A. (2020). Adapting research methodology during COVID-19: Lessons for transformative service research. Journal of Service Management.
[Journal article]Authored by: Dodds, S., Hess, A.
FitzPatrick, MA., Hess, AC., Sudbury-Riley, L., & Schulz, PJ. (2019). A typology of patients based on decision-making styles: Cross-sectional survey study. Journal of Medical Internet Research. 21(11)
[Journal article]Authored by: Hess, A.
De Villiers, R., Hess, A., East, T., & Crawford, S. (2018). Concepts of Teaching Excellence in International Tertiary Education: Teachers as Agile Enablers. Journal of International Business Education. 13, 5-32
[Journal article]Authored by: Hess, A.
De Villiers, R., & Hess, AC. (2018). Melding traditional and progressive andragogy in marketing education, using the hermeneutic competency development strategy. Australasian Marketing Journal. 26(2), 140-156
[Journal article]Authored by: Hess, A.
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), Retrieved from http://www.jmir.org/2017/5/e166/
[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.
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.

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.

Thesis

Hess, AC. (2013). Application of stereotypes in marketing: Gender cues and brand perception. (Doctoral Thesis, University of Waikato, New Zealand)
[Doctoral Thesis]Authored by: Hess, A.

Conference

Tipgomut, P., Hess, A., & De Villiers, R. (2019). Developing a typological model of sport spectators. https://confer.nz/anzmac2019/wp-content/uploads/2020/03/ANZMAC-2019-Final-Proceedings-23.03.2020.pdf. : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Hess, A.
De Villers, R., Pornchanoke, T., & Hess, A.(2019, June). Innovation in business research methodologies: The adoption journey of QCA in peer-reviewed marketing literature. .
[Conference]Authored by: Hess, A.
Hess, A., Dodds, S., & Rahman, N. (2019). Celebrity endorsement and parasocial relationships on social media. In J. Richard, & D. Kadirov (Eds.) https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf. (pp. 574 - 577). : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Hess, A.
Hess, A., Dodds, S., & Rahman, N. (2019). Parasocial relationships and Instagram celebrities. https://www.emac-2019.org/proceedings/. Hamburg: EMAC 48th Annual Conference
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Hess, A.
Hess, A., FitzPatrick, M., Schulz, P., & Sudbury-Riley, L. (2018). Online health information and patient decision making styles: A new segment of patient. Proceedings of the Annual Conference of the European Marketing Association. : European Marketing Association
[Conference Paper in Published Proceedings]Authored by: Hess, A.
Sudbury-Riley, L., FitzPatrick, M., Hess, A., & Schulz, P. (2018). Consulting online health resources to co-create value: A typology of patient decision making styles. Academy of Management Proceedings. Vol. 2018 (pp. 13350 - 13350). : Academy of Management Annual Meeting
[Conference Paper in Published Proceedings]Authored by: Hess, A.
Hess, A., & Melnyk, V.Gender cues and their impact on brand’s warmth and competence perception. . La Londe, France
[Conference Paper]Authored by: Hess, A.
Hess, A., Melnyk, V., & 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.
Hess, A., Melnyk, V., & Costley, C. (2013). The battle of the sexes: How gender stereotypes influences brand perception. , 4th International Conference on Behavioural, Cognitive and Psychological Science
[Conference Abstract]Authored by: Hess, A.
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.
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.
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.

Teaching and Supervision

Courses Coordinated

Summary of Doctoral Supervision

Position Current Completed
Co-supervisor 0 1

Completed Doctoral Supervision

Co-supervisor of:

  • 2018 - Fred Musika - Doctor of Philosophy
    Integrating green consumption dimension: Consumer Styles Inventory (CSI) scale refinement and validation

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