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Associate Professor Robert Aitken

BA (Open Univ Britain), BEd(Hons) Southampton, MPhil (Exeter), PhD (Otago)

Room: Commerce 4.08
Tel: +64 3 479 5497
Email: rob.aitken@otago.ac.nz

Robert joined the Department to teach advertising, communications and media-related marketing issues after previously lecturing in Media and Cultural studies in the UK. rob aitken

Robert's current research focuses on two major areas. The first is marketing to children and, in particular, the ways in which commercialisation and the promotion of materialistic values are influencing the nature and experience of childhood. The second is in relation to sustainability and consumption and how areas such as corporate social responsibility and business ethics can reconcile the tensions between business imperatives to make profit and social concerns to protect resources. Looking at alternative business models, such as eBay, and how consumers can influence commercial and political decisions, such as through AVAAZ, are examples of Robert’s wider social concerns. Other areas of research interest include branding, and, in particular, place branding and the ways in which ownership and the representation of meaning are negotiated. He is also interested in culture and identity, ideology and hegemony, audience theory, symbolic consumption, popular culture, not-for-profit business, social marketing and service dominant logic (SDL).

In 2005, he co-convened and managed the communications for the first Otago Forum. This international gathering of invited scholars discussed the implications for marketing of the newly emerged Service Dominant Logic (SDL). Papers from the Forum are available in the Special Issue of Marketing Theory (v.6:3) for which Robert was lead editor.

A second forum focusing on the practical implications of SDL followed in 2008 which Robert also co-convened and from which a Special Issue of Industrial Marketing Management featured the leading papers. In 2011, Robert co-convened the third Otago Forum which considered SDL and its role in a complex, changing and chaotic world the best papers from which were published in a Special Issue of the Journal of Marketing Management published in 2012 and for which Robert was lead editor.

Robert is the proud co-recipient of the judges and the people’s award for best video at the 2009 European Association for Consumer Research Conference and is looking forward to his next videographic research project.

When not at University, Robert likes to watch football, drink the occasional Guinness, listen to Van Morrison, and stalk trout in the rivers and streams of Otago.

Teaching responsibilities

Robert’s teaching responsibilities include:

Office Hours

To make an appointment with A/Prof Robert Aitken, please contact Moira Kliegl, Department Manager

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Publications

Knobloch, U., Robertson, K., & Aitken, R. (2017). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research, 56(5), 651-662. doi: 10.1177/0047287516650937

Boulanouar, A. W., Aitken, R., Boulanouar, Z., & Todd, S. J. (2017). Imperatives for research designs with Muslim women. Marketing Intelligence & Planning, 35(1), 2-17. doi: 10.1108/MIP-01-2016-0019

Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2016). Public and parental perceptions of and concerns with advertising to preschool children. International Journal of Consumer Studies, 40(5), 592-600. doi: 10.1111/ijcs.12304

Watkins, L., Aitken, R., Robertson, K., Thyne, M., & Williams, J. (2016). Advertising's impact on pre-schoolers' brand knowledge and materialism. International Journal of Consumer Studies, 40(5), 583-591. doi: 10.1111/ijcs.12303

Robertson, K. J., Aitken, R., Thyne, M., & Watkins, L. (2016). Correlates of parental mediation of pre-schooler’s advertising exposure. Young Consumers, 17(4), 337-349. doi: 10.1108/YC-04-2016-00597

Chapter in Book - Research

Edirisingha, P., Aitken, R., & Ferguson, S. (2014). Adapting ethnography: An example of emerging relationships, building trust, and exploring complex consumer landscapes. In J. W. Schouten, D. M. Martin & R. Belk (Eds.), Consumer culture theory. (pp. 191-215). Bingley, UK: Emerald.

Campelo, A., & Aitken, R. (2011). Travelling to the past: Narratives of place and national identity on the Chatham Islands. In E. Frew & L. White (Eds.), Tourism and national identities: An international perspective. (pp. 190-201). Abingdon, UK: Routledge.

Aitken, R. (2011). Shifting brands: Reception, resistance and revision. In M. D. Uncles (Ed.), Perspectives on brand management. (1st ed.) (pp. 291-305). Prahran, Australia: Tilde.

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Journal - Research Article

Knobloch, U., Robertson, K., & Aitken, R. (2017). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research, 56(5), 651-662. doi: 10.1177/0047287516650937

Boulanouar, A. W., Aitken, R., Boulanouar, Z., & Todd, S. J. (2017). Imperatives for research designs with Muslim women. Marketing Intelligence & Planning, 35(1), 2-17. doi: 10.1108/MIP-01-2016-0019

Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2016). Public and parental perceptions of and concerns with advertising to preschool children. International Journal of Consumer Studies, 40(5), 592-600. doi: 10.1111/ijcs.12304

Robertson, K. J., Aitken, R., Thyne, M., & Watkins, L. (2016). Correlates of parental mediation of pre-schooler’s advertising exposure. Young Consumers, 17(4), 337-349. doi: 10.1108/YC-04-2016-00597

Watkins, L., Aitken, R., Robertson, K., Thyne, M., & Williams, J. (2016). Advertising's impact on pre-schoolers' brand knowledge and materialism. International Journal of Consumer Studies, 40(5), 583-591. doi: 10.1111/ijcs.12303

Watkins, L., Aitken, R., & Mather, D. (2016). Conscientious consumers: A relationship between moral foundations, political orientation and sustainable consumption. Journal of Cleaner Production, 134, 137-146. doi: 10.1016/j.jclepro.2015.06.009

Watkins, L., Aitken, R., Hinder, C., Lawson, R., Mather, D., Paul, A., Robertson, K., & Williams, J. (2015). The New Zealand consumer lifestyle segments. New Zealand Sociology, 30(1), 111-130.

Edirisingha, P. A., Ferguson, S., & Aitken, R. (2015). From "me" to "we": Negotiating new family identity through meal consumption in Asian cultures. Qualitative Market Research, 18(4), 477-496. doi: 10.1108/QMR-09-2014-0086

Avis, M., & Aitken, R. (2015). Intertwined: Brand personification, brand personality and brand relationships in historical perspective. Journal of Historical Research in Marketing, 7(2), 208-231. doi: 10.1108/JHRM-01-2014-0004

Robertson, K., Aitken, R., & Watkins, L. (2014). Public policy and personal preference: A disconnect between beliefs regarding responsible drinking and the motivation to get drunk. Public Health, 128(11), 1030-1032. doi: 10.1016/j.puhe.2014.08.006

Knobloch, U., Robertson, K., & Aitken, R. (2014). (Mis)understanding the nature of tourist experiences. Tourism Analysis, 19(5), 599-608. doi: 10.3727/108354214X14116690097891

Campelo, A., Aitken, R., Thyne, M., & Gnoth, J. (2014). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154-166. doi: 10.1177/0047287513496474

Gray, B., Stein, S. J., Osborne, P., & Aitken, R. (2013). Collaborative learning in a marketing strategy education context. Practice & Evidence of the Scholarship of Teaching & Learning in Higher Education, 8(1), 35-55.

Anderson, D., Halberstadt, J., & Aitken, R. (2013). Entitlement attitudes predict students’ poor performance in challenging academic conditions. International Journal of Higher Education, 2(2), 151-158.

Avis, M., Aitken, R., & Ferguson, S. (2012). Brand relationship and personality theory: Metaphor or consumer perceptual reality? Marketing Theory, 12(3), 311-331. doi: 10.1177/1470593112451396

Aitken, R., & Campelo, A. (2011). The four Rs of place branding. Journal of Marketing Management, 27(9-10), 913-933. doi: 10.1080/0267257x.2011.560718

Williams, J., & Aitken, R. (2011). The service-dominant logic of marketing and marketing ethics. Journal of Business Ethics, 102, 439-454. doi: 10.1007/s10551-011-0823-z

Campelo, A., Aitken, R., & Gnoth, J. (2011). Visual rhetoric and ethics in marketing of destinations. Journal of Travel Research, 50(1), 3-14. doi: 10.1177/0047287510362777

Mutch, N., & Aitken, R. (2009). Being fair and being seen to be fair: Corporate reputation and CSR partnerships. Australasian Marketing Journal, 17(2), 92-98. doi: 10.1016/j.ausmj.2009.05.002

Hazelwood, E., Lawson, R., & Aitken, R. (2009). An essential guide to audience development. Marketing Intelligence & Planning, 27(6), 789-804. doi: 10.1108/02634500910988681

Breitbarth, T., Harris, P., & Aitken, R. (2009). Corporate social responsibility in the European Union: A new trade barrier? Journal of Public Affairs, 9(4), 239-255. doi: 10.1002/pa.333

Calder, N., & Aitken, R. (2008). An exploratory study of the influences that compromise the sun protection of young adults. International Journal of Consumer Studies, 32, 579-587. doi: 10.1111/j.1470-6431.2008.00699.x

Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297.

Aitken, R., & Deaker, L. (2007). Critical Learning and reflective practice: An exploratory study using tape recorded journals. Marketing Education Review, 17(1), 1-5.

Ballantyne, D., & Aitken, R. (2007). Branding in B2B markets: Insights from the service-dominant logic of marketing. Journal of Business & Industrial Marketing, 22(6), 363-371.

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Journal - Research Other

Aitken, R., Stringer, C., & Ballantyne, D. (2012). Service integration and coordination in a complex world. Journal of Marketing Management, 28(13/14), 1487-1490. doi: 10.1080/0267257x.2012.741341

Ballantyne, D., Williams, J., & Aitken, R. (2011). Introduction to service-dominant logic: From propositions to practice. Industrial Marketing Management, 40(2), 179-180. doi: 10.1016/j.indmarman.2010.06.025

Aitken, R. (2008). [Review of the book Influencing within organisations (2nd edition)]. Personnel Review, 37(3), 352-354.

Aitken, R., Ballantyne, D., Osborne, P., & Williams, J. (2006). Introduction to the special issue on the service-dominant logic of marketing: Insights from The Otago Forum. Marketing Theory, 6(3), 275-280.

Aitken, R. (2001). [Review of the book Machiavelli, marketing and management]. Journal of Marketing Management, 17(3-4), 456-458.

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Journal - Professional & Other Non-Research Articles

Aitken, R., & Watkins, L. (2016). 'Harm or good': Public perceptions of corporate strategic giving in schools. New Zealand Principal, 31(1), 29-32.

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Conference Contribution - Published proceedings: Full paper

Aitken, R., & Watkins, L. (2014). From breast to brand: A consideration of the ethics of marketing milk in schools. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick]

Neuninger, R., Mather, D., Duncan, T., & Aitken, R. (2014). Questioning the way that we measure consumers' product involvement levels: How wine awards exposed differing involvement levels. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1429-1435). ANZMAC.

Aitken, R., Robertson, K., Watkins, L., & Thyne, M. (2014). An examination of the factors that influence the choice of mediation strategies for preschool children. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick]

Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2014). The implications of television advertising to pre-schoolers: An analysis of parental concerns. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick]

Thyne, M., Robertson, K., Watkins, L., & Aitken, R. (2014). Media content is making my child(hood) disappear: Parents’ views on the effect of advertising. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick]

Aitken, R., & Watkins, L. (2014). Sustainability, silence and social responsibility. Proceedings of the Fourth Asian Conference on Sustainability, Energy and the Environment (ACSEE). (pp. 17-31). Nagoya, Japan: International Academic Forum.

Aitken, R., & Campelo, A. (2011). Voices in video. In A. Bradshaw, C. Hackley & P. Maclaran (Eds.), European Advances in Consumer Research. 9, (pp. 190-195). Duluth, MN: Association for Consumer Research.

Campelo, A., & Aitken, R. (2011). Sensory knowledge in place marketing. In A. Patterson & S. Oakes (Eds.), Proceedings of the Academy of Marketing Conference (AM): Marketing Fields Forever. Liverpool, UK: Academy of Marketing. Retrieved from https://marketing.conference-services.net/programme.asp?conferenceID=2342

Campelo, A., Gnoth, J., Thyne, M., & Aitken, R. (2010). Co-creation and a sense of place. In S. C. Beckmann, T. Ringberg & T. Ritter (Eds.), Proceedings of the 39th European Marketing Academy (EMAC) Conference: The Six Senses: The Essentials of Marketing. [CD-ROM] Copenhagen, Denmark: Copenhagen Business School.

Aitken, R., & Campelo, A. (2009). The four R's of place branding. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

Ferguson, S., Thyne, M., & Aitken, R. (2009). ″I was suckered into buying by marketing again″: An insight into consumption diaries and their paradoxes. Proceedings of the 5th Workshop on Interpretive Consumer Research. Brussels, Belgium: EIASM. Retrieved from http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=617

Campelo, A., Aitken, R., Gnoth, J., & Thyne, M. (2009). Place branding: Representing sense of place. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

Aitken, R., & Deaker, L. (2008). Creating the conditions for constructivist learning. Proceedings of the 33rd International Conference on Improving University Teaching. Retrieved from http://www.iutconference.org/2008/presentations/Schedule2008.pdf

Williams, J., & Aitken, R. (2008). Marketing ethics and the service-dominant logic of marketing. In D. Ballantyne, R. Aitken, J. Williams & S. Biggemann (Eds.), Proceedings of Otago Forum 2. (pp. 238-267). Dunedin, New Zealand: School of Business, University of Otago. Retrieved from http://www.business.otago.ac.nz/marketing/events/OtagoForum/Final%20forum%20papers/Otago%20Forum%20Paper%2014_Williams.pdf

Aitken, R., Ballantyne, D., & Osborne, P. (2007). Relationship marketing: Branding implications from a service-dominant logic perspective. Proceedings of the Relationship Marketing Summit. Buenos Aires, Argentina: Universidad Torcuato Di Tella.

Aitken, R., & Deaker, L. (2006). Critical learning and tape recorded journals: An exploratory study. Proceedings of the Improving University Teaching (IUT) 31st International Conference. [CD-ROM]

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