Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

Dr Tony Garry, Senior Lecturer

BA (Hons), DipM, MSc, PGCE, PhD, MCIM, Chartered Marketer

Room: Otago Business School 4.09
Tel: +64 3 479 8170
Email: tony.garry@otago.ac.nz

Dr Tony Garry’s primary research interests are in the areas of service and relational marketing. More specifically, his research investigates the determinants and consequences of interactivity, tonygengagement and connectivity between networks of consumers and firms within a variety of B2B and B2C contexts. These have included professional services, virtual networks, sports sponsorship and political marketing.  His current research focuses on issues related to privacy and trust on the Internet of Things.

In 2015 Tony and his co-author were awarded the Journal of Services Marketing Outstanding Paper of the Year award for their article entitled ‘An Investigation into Gamification as a Customer Engagement Experience’. Tony was also recognised for his Outstanding Contribution to the Journal of Marketing Management Peer Review Process in 2015.

 Tony has worked in both the public and private sectors within the UK with organisations as diverse as Hewlett Packard, British Telecom, Neville Russell Chartered Accountants and the Greater London Council. He is a Chartered Marketer and a member of the Chartered Institute of Marketing and the Academy of Marketing.

Teaching responsibilities

Tony’s current teaching responsibilities include:

Office Hours

Tony’s Office Hours are:
Friday 1.00pm - 3.00pm

^ Top of page

Publications

Potdar, B., Guthrie, J., Gnoth, J., & Garry, T. (2018). The role of psychological ownership in shoplifting prevention: An exploratory study. Journal of Retailing & Consumer Services, 44, 253-265. doi: 10.1016/j.jretconser.2018.07.015

Garry, T., & Harwood, T. (2017). Exploring consumer associations between corporate reputation, corporate sustainability, and product attributes within utilitarian market contexts. International Studies of Management & Organization, 47(3), 258-275. doi: 10.1080/00208825.2017.1318021

Harwood, T., & Garry, T. (2017). Internet of things: Understanding trust in techno-service systems. Journal of Service Management, 28(3), 442-475. doi: 10.1108/JOSM-11-2016-0299

Waseem, D., Biggemann, S., & Garry, T. (2017). Value co-creation: The role of actor competence. Industrial Marketing Management. Advance online publication. doi: 10.1016/j.indmarman.2017.07.005

Harwood, T., & Garry, T. (2016). Samsung Nation: A gamified experience. In M. Dymek & P. Zackariasson (Eds.), The business of gamification: A critical analysis. (pp. 123-143). New York, NY: Routledge.

Authored Book - Research

Harwood, T., Garry, T., & Broderick, A. (2008). Relationship marketing: Perspectives, dimensions and contexts. Maidenhead, UK: McGraw-Hill, 242p.

^ Top of page

Chapter in Book - Research

Harwood, T., & Garry, T. (2016). Samsung Nation: A gamified experience. In M. Dymek & P. Zackariasson (Eds.), The business of gamification: A critical analysis. (pp. 123-143). New York, NY: Routledge.

Garry, T. (2015). Corporate brand: New Zealand. In T. C. Melewar & S. F. Syed Alwi (Eds.), Corporate branding: Areas, arenas and approaches. (pp. 63-80). Abingdon, UK: Routledge.

Harwood, T., & Garry, T. (2012). 'It's mine!' Participation and ownership within virtual co-creation environments. In S. Tagg, A. Stevenson & T. Vescovi (Eds.), New developments in online marketing. (pp. 113-123). Abingdon, UK: Routledge.

Garry, T. (2011). Spotlight on NZ: What not to wear! Brand avoidance among Christchurch skateboarders. In P. Quester, S. Pettigrew & D. I. Hawkins (Eds.), Consumer behaviour: Implications for marketing strategy. (6th ed.) (pp. 153-155). Sydney, Australia: McGraw-Hill. [Case Study].

Garry, T. (2011). Spotlight on NZ: Christchurch's boy racers. In P. Quester, S. Pettigrew & D. I. Hawkins (Eds.), Consumer behaviour: Implications for marketing strategy. (6th ed.) (pp. 491-493). Sydney, Australia: McGraw-Hill. [Case Study].

Garry, T., & Richardson, J. (2010). Customer models and their application to social housing: A marketing approach. In J. Richardson (Ed.), Housing and the customer: Understanding needs and delivering services. (pp. 32-47). Coventry, UK: Chartered Institute of Housing.

Lahiffe, K., & Garry, T. (2009). Sponsorship and the British Superbike (BSB) championship: A sport in transition. In C. Fill (Ed.), Marketing communications: Interactivity, communities and content. (5th ed.) (pp. 618-622). Harlow, UK: Pearson Education. [Case Study].

^ Top of page

Journal - Research Article

Potdar, B., Guthrie, J., Gnoth, J., & Garry, T. (2018). The role of psychological ownership in shoplifting prevention: An exploratory study. Journal of Retailing & Consumer Services, 44, 253-265. doi: 10.1016/j.jretconser.2018.07.015

Garry, T., & Harwood, T. (2017). Exploring consumer associations between corporate reputation, corporate sustainability, and product attributes within utilitarian market contexts. International Studies of Management & Organization, 47(3), 258-275. doi: 10.1080/00208825.2017.1318021

Waseem, D., Biggemann, S., & Garry, T. (2017). Value co-creation: The role of actor competence. Industrial Marketing Management. Advance online publication. doi: 10.1016/j.indmarman.2017.07.005

Harwood, T., & Garry, T. (2017). Internet of things: Understanding trust in techno-service systems. Journal of Service Management, 28(3), 442-475. doi: 10.1108/JOSM-11-2016-0299

Garry, T., & Hall, C. M. (2015). In search of the good life: Reconstructing the meaning of consumption rituals among international lifestyle migrants. International Marketing Review, 32(2), 219-240. doi: 10.1108/IMR-12-2013-0285

Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546. doi: 10.1108/JSM-01-2015-0045

Harwood, T., Garry, T., & Unwins, M. (2015). Machinima: Extending brand reach. Journal of Consumer Behaviour, 14(6), 378-388. doi: 10.1002/cb.1552

Truong, V. D., Garry, T., & Hall, C. M. (2014). Social marketing as the subject of doctoral dissertations. Social Marketing Quarterly, 20(4), 199-218. doi: 10.1177/1524500414546230

Harwood, T., & Garry, T. (2014). Co-creation and ambiguous ownership within virtual communities: The case of the Machinima community. Journal of Consumer Behaviour, 13(2), 148-156. doi: 10.1002/cb.1437

Truong, V. D., Hall, C. M., & Garry, T. (2014). Tourism and poverty alleviation: Perceptions and experiences of poor people in Sapa, Vietnam. Journal of Sustainable Tourism, 22(7), 1071-1089. doi: 10.1080/09669582.2013.871019

Charmley, R., Garry, T., & Ballantine, P. W. (2013). The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures. Journal of Brand Management, 20(6), 458-472. doi: 10.1057/bm.2012.53

Garry, T., & Roper, S. (2011). UK expat political connectivity and engagement: Perspectives from the far side of the world! Journal of Marketing Management, 27(7-8), 762-781. doi: 10.1080/0267257x.2011.592506

Harwood, T., & Garry, T. (2010). 'It's Mine!': Participation and ownership within virtual co-creation environments. Journal of Marketing Management, 26(3-4), 290-301. doi: 10.1080/02672570903566292

Broderick, A., Garry, T., & Beasley, M. (2010). The need for adaptive processes of benchmarking in small business-to-business services. Journal of Business & Industrial Marketing, 25(5), 324-337. doi: 10.1108/08858621011058098

Harwood, T., & Garry, T. (2009). The moderating influence of client sophistication on relationships within business-to-business credence service markets. Journal of Business & Industrial Marketing, 24(5/6), 380-388. doi: 10.1108/08858620910966264

Harwood, T., & Garry, T. (2009). Infiltrating an e-tribe: Marketing within the Machinima [computerised games] community. Journal of Customer Behaviour, 8(1), 67-83. doi: 10.1362/147539209X414399

Garry, T. (2008). Affect and the role of corporate customer expertise within legal services. Journal of Services Marketing, 22(4), 292-302. doi: 10.1108/08876040810881696

Garry, T., Broderick, A. J., & Lahiffe, K. (2008). Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity. Journal of Marketing Management, 24(9/10), 959-977. doi: 10.1362/026725708X381993

Garry, T. (2007). An investigation into the mediating influence of consumer expertise on the antecedents and consequences of affect within professional service markets. Journal of Marketing Management, 23(5-6), 461-481. doi: 10.1362/026725707X212775

Garry, T. (2007). Consumer sophistication and the role of emotion on satisfaction judgments within credence services. Journal of Consumer Behaviour, 6(6), 383-397. doi: 10.1002/cb.229

Harwood, T. G., & Garry, T. (2006). Relationship marketing: Why bother? Handbook of Business Strategy, 7(1), 107-111. doi: 10.1108/10775730610618701

^ Top of page

Journal - Research Other

Garry, T., & Finsterwalder, J. (2011). “Doing more with less”: Service imperatives of the twenty-first century [Guest editorial]. Managing Service Quality, 21(6).

Garry, T., Melewar, T. C., & Wright, L. T. (2010). Business-to-business marketing in the 21st century [Editorial]. Journal of Business & Industrial Marketing, 25(5).

^ Top of page

Conference Contribution - Published proceedings: Full paper

Garry, T., & Harwood, T. (2016). Trust and the internet of things: Dimensions and predictors. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 774-783). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Surovaya, E., Fortin, D., & Garry, A. (2015). Consumer-generational ads (CGA) vs. traditional ads: Empirical evidence on measures of effectiveness. In A. Sinha, J. Cadeaux & T. Bucic (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Innovation and Growth Strategies in Marketing. (pp. 166-173). ANZMAC. [Full Paper]

Garry, T., & Harwood, T. (2014). Gamifying a brand experience: Insights from an explorative case. Proceedings of the Academy of Marketing Conference (AM): Marketing Dimensions: People, Places and Spaces. Retrieved from https://www.academyofmarketing.org

Xia, R. Z., Mather, D. W., Gnoth, J., & Garry, T. (2014). Chinese face and 'consumption face': Research of face influence on consumption differentiated by generations. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 339-345). ANZMAC. [Full Paper]

Garry, T., & Deans, K. (2013). Consumer resilience and the quest for alternate third places in post-quake Christchurch. Proceedings of the Academy of Marketing Conference (AM): Marketing Relevance. Retrieved from http://www.academyofmarketing.org/conference-2013/2013.html

Garry, T., & Hall, M. (2012). The ghosts of Christmas past: Reconstructing the meaning of Christmas consumption rituals and symbolism among UK expatriates living in New Zealand. Proceedings of the Academy of Marketing Conference (AM): Marketing: Catching the Technology Wave. Southampton, UK: Academy of Marketing. Retrieved from http://marketing.conference-services.net/programme.asp?conferenceID=2958

Harwood, T., & Garry, T. (2012). Gamification of marketing environments: A research agenda. Proceedings of the Academy of Marketing Conference (AM): Marketing: Catching the Technology Wave. Southampton, UK: Academy of Marketing. Retrieved from http://marketing.conference-services.net/programme.asp?conferenceID=2958

Garry, T. (2011). UK expatriate political connectivity and engagement. In A. Patterson & S. Oakes (Eds.), Proceedings of the Academy of Marketing Conference (AM): Marketing Fields Forever. Liverpool, UK: Academy of Marketing. Retrieved from http://www.academyofmarketing.org/conference-2011/2011.html

Charmley, R., Garry, T., & Ballantine, P. (2010). Disidentification and brand avoidance within consumer tribes. Proceedings of the Academy of Marketing Conference (AM): Transformational Marketing. [CD-ROM], (pp. 114-120). Academy of Marketing. [Full Paper]

Garry, T., & Roper, S. (2010). UK expatriate self identity and the UK election: A working paper. In P. Ballantine & J. Finsterwalder (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Doing More with Less. Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury. Retrieved from http://anzmac2010.org/proceedings/papers.html

Garry, T., & Harwood, T. (2009). Co-evolution of a virtual experience environment: The application of a business model to the Machinima community. Proceedings of the Naples Forum on Service: Service-Dominant Logic, Service Science and Network Theory. [CD-ROM] [Full Paper]

Garry, T., & Harwood, T. (2009). Co-evolution of a virtual experience environment: The application of a business model to the Machinima community. 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

Broderick, A., & Garry, T. (2008). Rethinking the search, experience and credence classification basis of services. Proceedings of the Academy of Marketing (AM) Annual Conference: Reflective Marketing in a Material World. [CD-ROM] Aberdeen, Scotland: Gatehouse Design and Print, Robert Gordon University. [Full Paper]

Garry, T., Lahiffe, K., & Broderick, A. (2007). Tribal support or commercial endeavour: The moderating influence of sponsorship motivation on sponsor-object expectations. Proceedings of the Academy of Marketing (AM) Annual Conference: Marketing Theory into Practice. [CD-ROM] London, UK: Kingston Business School, Kingston University. [Full Paper]

Garry, T. (2007). An investigation into the mediating influence of consumer expertise on the antecedents and consequences of affect within professional service markets. Proceedings of the Academy of Marketing (AM) Annual Conference: Marketing Theory into Practice. [CD-ROM] London, UK: Kingston Business School, Kingston University. [Full Paper]

Garry, T., & Harwood, T. (2007). The antecedents and consequences of satisfaction within a business-to-business credence service context. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reputation, Responsibility and Relevance. (pp. 3372-3378). Retrieved from http://anzmac.info/conference/conference-proceedings/

^ Top of page

Conference Contribution - Published proceedings: Abstract

Harwood, T., & Garry, T. (2013). So-lo-me or solo me? Implications for relationship marketing of the unintended consequences of social media [Extended abstract]. In A. Palmer & R. McColl (Eds.), Proceedings of the International Colloquium in Relationship Marketing (ICRM): Looking Back - Moving Forward. (pp. 42-45). ESC Rennes School of Business. [Abstract]

^ Top of page

Conference Contribution - Verbal presentation and other Conference outputs

Harwood, T., & Garry, T. (2009, July). "It's Mine!": Participation and ownership within virtual value co-creation environments. Verbal presentation at the Academy of Marketing (AM) Annual Conference: Putting Marketing in its Place, Leeds, UK.

Harwood, T., & Garry, T. (2008, September). Infiltrating an e-Tribe: Marketing to the Machinima [computerised games] community. Verbal presentation at the 16th International Colloquium in Relationship Marketing (ICRM): Relationship Marketing in a Multi-Cultural, Multi-Lingual World, Swansea, Wales.

More publications...