Professor of Marketing
| Contact Campus | Sandy Bay Campus |
| Building | Faculty of Business, Commerce Building |
| Room Reference | 217 |
| Telephone | +61 3 6226 7432 |
| Fax | +61 3 6226 2170 |
| aron.ocass@utas.edu.au |
Professor O’Cass has undertaken numerous research projects, including research into firm capabilities and performance, value and value creation, marketing strategy and brand performance, marketing in political parties, voter behaviour, tourism and brand strategy and innovation. He has undertaken and lead research in a wide range of industry (e.g., SME manufacturing, services, politics etc) and country contexts (e.g., Australia, India, Indonesia, China, Singapore, Malaysia and many other countries. In recent years, he has made contributions to 5 major areas 1) Marketing Strategy; 2) Branding; 3) Value creation; 4) Consumer behaviour (& voter behaviour); 5) Services Marketing.
He has published on marketing and consumer research, particularly so with regard to the application of innovation and marketing management to value creation and marketing management in politics and brand associations and consumer behaviour in many leading internationally recognised journals. Professor O’Cass has extensive experience in quantitative research methods. His skills and knowledge in the design and administration of survey based research and knowledge of multivariate analytical approaches (particularly Structural Equation Modelling) have contributed to the field and have seen the development of research findings that provide the basis of a considerable amount of related research contributions to theory and an underlying reasons for his numerous invitations to Australian and Overseas Universities to give seminars and workshops on research and data analysis. Professor O’Cass also is regularly invited to give seminars and invited workshops on research design, data analysis and writing at Australian and International universities and to date has given over 50 invited seminars and workshops. He was also the conference chair for the ANZMAC2000 conference.
Since entering academia, Professor O’Cass has published over 200 pieces of work including some 85 journal articles, 99 refereed conferences papers and 4 textbooks, and 4 book chapters. His works have achieved international acclaim and such works include his 1996, Political Marketing and The Marketing Concept, published in the European Journal of Marketing Vol 30 (10/11). This paper was the winner of Hans B Thorelli Award MCB University Press 1997 Outstanding Paper for research excellence. This paper has also been included in Critical Perspectives on Business and Management, by Michael Baker (ed), Routledge, 2001, chapter 25, judged as one of the most significant contributions to marketing by Professor Baker. In 2004 his paper, presented with Assoc Prof Grace “The effect of service provision, perceived value for money, satisfaction and self-image congruence on purchase intentions of retail consumers” at the Academy of Marketing Science, Vancouver 2004 was awarded the Academy of Marketing Science, “Stanley Hollander Best Retail Paper Award”. Further, various others works such “Consumers’ and Providers’ Perceptions of ChildCare Service Delivery” and “The Critical Elements for Successful International Joint Venture (IJV) Marketing Performance in Thailand” (judged by the editors of the Australasian Marketing Journal) and Examining the formation of website attitudes toward multi-channel retailers through service branding and website capabilities presented at the Australia New Zealand Marketing Academy were awarded highly commended and best Paper awards. Overall, his works have received over 2000 citations as measured across scopus, web of science and google scholar. He also has a H-index of 27 and G-index of 42 (based on Harzing’s publish or perish [see Hirsch 2005]) which put him in the top band of research productive scholars globally.
Professor O’Cass has guest edited special issues in the European Journal of Marketing on Marketing Management in Australasia and European Business Review on the topic of value Creation (the topic of the current ARC application). He also has guest edited with Professor Michael Song a special issue of the Journal of Business Research forthcoming focusing on service innovation. He has also guest edit a special in the Journal of Services Marketing focusing on the topic Services Branding. He is also on the editorial boards of European Journal of Marketing, Journal of Services Marketing, Journal of Political Marketing, Journal of Nonprofit & Public Sector Marketing, Journal of Retailing & Consumer Services, Psychology & Marketing, European Business Review, Journal of Asia Pacific Marketing & Logistics and regularly reviews for Journal of Services Research and Journal of the Academy of Marketing Science, Parliamentary Affairs, International Marketing Review and many others of A*, A and B level in the ABDC Ranking.
Prof O’Cass’s work has established him as a significant contributor in the area of marketing strategy, branding, consumer behaviour and services research. In addition to quality publications, he has also received a number of awards for research best paper and highly commended paper and faculty researcher of the year and RHD supervision awards. Similarly, the impact of her research has attracted much media attention with his participating in over 80 interviews to-date on TV, radio and print media.
Prof O’Cass’s research efforts have resulted in a total of 200 publications including: 85 refereed journal articles (all in international journals), 99 refereed conference papers and text books. He has also Prof O’Cass has received grants with a total value of approximately $1,000,000 to-date.