BA(Open Univ Britain) BEd(Hons)(Southampton) MPhil(Exeter) PhD(Otago)
Room Otago Business School 4.21
Tel +64 3 479 5497
Email rob.aitken@otago.ac.nz
Robert joined the Department to teach advertising, branding, communications and media-related marketing issues after previously lecturing in Media and Cultural studies in the UK.
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).
Robert was a prime mover, along with Associate Professor David Ballantyne, in establishing the Otago Forum. This international gathering of invited scholars discussed the implications for marketing of the newly emerged Service Dominant Logic (SDL). Papers from the first Forum are available in the Special Issue of Marketing Theory (v.6:3) for which Robert was lead editor.
Leading papers from the second Forum focusing on the practical implications of SDL are available in the journal, Industrial Marketing Management. 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 for which Robert was lead editor.
Robert is the proud co-recipient of the Judges and the People’s Award for Best Film at the 2009 European Association for Consumer Research Conference and is looking forward to his next videographic research project.
Robert is in his third term as Chair of Age Concern, Otago and as an Executive Board member of Age Concern, New Zealand where he Chairs the Finance and Communications Committee. Robert is also an Executive member of the Otago Third Age Trust. In 2020, Robert was elected to the Chair of Consumer.org. This appointment provides the perfect opportunity for Robert to contribute his research expertise and social business commitment to championing the rights of consumers.
Robert was recently elected as President of the Australia and New Zealand Marketing Academy (ANZMAC) – the leading academy of Marketing scholars from Australia and New Zealand.
When not at University, Robert likes to watch football, drink the occasional Guinness, listen to Van Morrison and follow the precarious struggle for survival of the New Zealand Falcon/Kārearea.
Teaching responsibilities
Supervision
- Robert has supervised 11 PhD and 17 Master students
- External PhD Examiner 6
- Internal PhD Examiner 7
- Convened 10 PhD Examinations
Publications
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. doi: 10.1016/j.jclepro.2020.120334
Worters, T., Gage, R., Watkins, L., Aitken, R., Smith, M., McKerchar, C., & Signal, L. (2020). Food marketing and its place in the marketing landscape. Proceedings of the International Society of Behavioral Nutrition & Physical Activity (ISBNPA) XChange. (pp. 418). International Society of Behavioral Nutrition and Physical Activity. Retrieved from https://venuewest.eventsair.com/isbnpa-xchange-initiative
Aitken, R., Watkins, L., & Kemp, S. (2019). Envisioning a sustainable consumption future. Young Consumers, 20(4), 299-313. doi: 10.1108/YC-12-2018-0905
Finkler, W., Higham, J. E. S., León, B., & Aitken, R. E. (2019). Bridging the void: Science communication videos for sustainable whale watching. International Journal of Science Education, Part B, 9(4), 312-326. doi: 10.1080/21548455.2019.1671636
Watkins, L., Aitken, R., & Ford, J. (2019). Measuring and enhancing children’s sustainable consumption and production literacy. Young Consumers, 20(4), 285-298. doi: 10.1108/YC-11-2018-0880
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.
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.
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.
Journal - Research Article
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. doi: 10.1016/j.jclepro.2020.120334
Aitken, R., Watkins, L., & Kemp, S. (2019). Envisioning a sustainable consumption future. Young Consumers, 20(4), 299-313. doi: 10.1108/YC-12-2018-0905
Watkins, L., Aitken, R., & Ford, J. (2019). Measuring and enhancing children’s sustainable consumption and production literacy. Young Consumers, 20(4), 285-298. doi: 10.1108/YC-11-2018-0880
Finkler, W., Higham, J. E. S., León, B., & Aitken, R. E. (2019). Bridging the void: Science communication videos for sustainable whale watching. International Journal of Science Education, Part B, 9(4), 312-326. doi: 10.1080/21548455.2019.1671636
Edirisingha, P. A., Aitken, R., & Ferguson, S. (2018). Bridging family boundaries: Mediating postmodern complexity in urban Sinhalese Sri Lankan families. Consumption Markets & Culture, 21(4), 373-395. doi: 10.1080/10253866.2018.1462172
Edirisingha, P. A., Abarashi, J., Ferguson, S., & Aitken, R. (2017). From “participant” to “friend”: The role of Facebook engagement in ethnographic research. Qualitative Market Research, 20(4), 416-434. doi: 10.1108/QMR-02-2016-0019
Aitken, R., & Watkins, L. (2017). "Harm or good?": Consumer perceptions of corporate strategic giving in schools. Journal of Consumer Affairs, 51(2), 406-432. doi: 10.1111/joca.12124
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. (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
Watkins, L., Aitken, R., Thyne, M., Robertson, K., & Borzekowski, D. (2017). Environmental influences on pre-schooler’s understanding of brand symbolism. Marketing Intelligence & Planning, 35(7), 907-922. doi: 10.1108/MIP-11-2016-0211
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
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
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
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
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
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
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
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
Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297.
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
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.
Aitken, R., & Deaker, L. (2007). Critical Learning and reflective practice: An exploratory study using tape recorded journals. Marketing Education Review, 17(1), 1-5.
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.
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.
Conference Contribution - Published proceedings: Full paper
Aitken, R., Watkins, L., & Williams, J. (2017). The role of information in encouraging sustainable consumption. In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 662-665). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Full Paper]
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. [Full Paper]
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. [Full Paper]
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] [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] [Full Paper]
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] [Full Paper]
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] [Full Paper]
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. [Full Paper]
