Abhishek Dwivedi

Abhishek 'Abbey' Dwivedi is an Associate Professor in Marketing at the School of Business, Charles Sturt University (CSU). He holds a PhD in Marketing from Griffith University, a Master's in Marketing Management (First Class Honours), and a PGDM in Marketing. His teaching experience spans over seven years across Griffith University, University of Queensland, and Central Queensland University, covering courses like Marketing Strategy, Global Marketing, and Services Marketing.

• PhD in Marketing, Griffith University (2006-2010)
• Masters in Marketing Management (First Class Honours), Griffith University (2004-2005)
• PGDM (Marketing), Central Queensland University (Brisbane)

Abbey's research focuses on brand extensions, customer equity, celebrity endorsements, and marketing capabilities, with publications in journals like the Journal of Brand Management and European Journal of Marketing. His recent work explores social entrepreneurship and mental health impacts on frontline workers, aligning with his involvement in the Aspro Workforce Wellness Research Unit and Marketing Research Group.

His 15 most recent publications (2005-2025) span brand management, social media engagement, cybersecurity in agriculture, and mental health during crises. Key trends include interdisciplinary work on industrial buyers, consumer-brand relationships, and marketing innovation in SMEs.

Scientific Awards & Grants:

• Best Paper Award (2015)
• Best Reviewer in Track Award (2015)
• Better Mental Health Program Evaluation Project (2020)
• Certificate of Appreciation, Society for Marketing Advances (USA) (2014)

Abbey supervises higher-degree research students and serves as a peer reviewer for journals like the Journal of Retailing and Consumer Services. He is also part of the Regional Entrepreneurship Research Group and Regional Work and Organisational Resilience Sturt Group.