PhD research student
Qualifications: Master of Strategic Communication (Dist.), BCom Marketing Management (Hons), BA in Psychology and Music
Thesis title: Strategic branding of Government Emergency Agencies: shaping public perception; before, during, and after the disaster response
PhD start date: 1 May 2025
Supervisors: Professor Kirsten Robertson and Dr Ismail Shaheer
Email claire.gullidge@postgrad.otago.ac.nz
Research summary
Government emergency agencies play a critical role in disaster response. In New Zealand, this responsibility lies with the National Emergency Management Agency (NEMA), and regional Civil Defence Emergency Management groups. To communicate effectively and secure public cooperation, these agencies rely heavily on trust and credibility. NEMA’s strategic plan recognises that building public trust is essential to improving disaster response.
While branding has been extensively studied in the corporate sector and, more recently, in public services, its application to government emergency agencies remains underexplored. My research explores the interplay between branding and public trust in this context and aims to develop strategic branding recommendations tailored to the unique challenges of the public sector and the demands of disaster response.
Research interests
- Strategic branding
- Consumer behaviour
- Public sector
- Social marketing