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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

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

Knobloch, U., Robertson, K., & Aitken, R. (2016). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research. Advance online publication. doi: 10.1177/0047287516650937

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., & 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., 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

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

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

Knobloch, U., Robertson, K., & Aitken, R. (2016). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research. Advance online publication. doi: 10.1177/0047287516650937

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

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. (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., 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.

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

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

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

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

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

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

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

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

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

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

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

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

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