Alicia Kulczynski

Dr. Alicia Kulczynski is an Associate Professor of Marketing and Head of the Marketing, Tourism & Business Analytics Discipline at the University of Newcastle. She holds a PhD in Management (Marketing) and undergraduate degrees in Forensic Science and Communication Studies. Her research focuses on consumer behavior, branding, and advertising, with emphasis on spokesperson characteristics, psycholinguistics in branding, and music concert attendance. She has published in top-tier journals like the Journal of Marketing and European Journal of Marketing, and was recognized as Associate Editor of the Year (2024) for the Journal of Consumer Behaviour. Her work bridges academia and industry through collaborations with organizations such as the NSW Ombudsman and Ultra Music Festival.

Education
- PhD in Management (Marketing), University of Newcastle (2014)
- Bachelor of Science (Forensic), University of Newcastle
- Bachelor of Arts (Communication Studies), University of Newcastle

Research Interests
- Consumer behavior and decision-making
- Branding and brand communication
- Advertising strategies and spokesperson effectiveness
- Psycholinguistics in brand naming and consumer priming
- Music concert attendee behavior and motivations
- Cause-related marketing and social impact initiatives

Awards
- Associate Editor of the Year (2024)
- Multiple Best Paper Awards at ANZMAC (2015–2024)
- Teaching Excellence Awards (2016–2024)
- Industry Collaboration Recognition (e.g., Ultra Music Festival)

Grants & Industry Work
- Partnered with NSW Ombudsman to develop AI tools for complaint assistance.
- Established an Industry Consultative Committee with Pacific Smiles, Newcastle Airport, and HMRI.
- Collaborated on diabetes management system market research with a Swedish SME.

Teaching & Mentorship
- Teaches marketing research courses with industry-linked projects.
- Supervised PhD students on topics like AI-driven pricing, post-purchase dissonance, and omnichannel consumer experiences.
- Guided students to publish in top journals such as the Journal of Consumer Behaviour and European Journal of Marketing.

Labs & Teams
- Leads the Marketing, Tourism & Business Analytics Discipline.
- Co-founded the Social Marketing Research Team for Youth (SMRTY) initiative.