معرفی
Hume Winzar serves as an Honorary Research Fellow in the Department of Actuarial Studies and Business Analytics at Macquarie Business School, Macquarie University. His research spans marketing, econometrics, and finance with concentrated expertise in brand equity measurement, market share dynamics, pricing strategies, and China's business landscape. With 75+ research outputs including textbooks, journal articles, and books, his scholarly impact is reflected in a Scopus h-index of 15 and 648 citations.
His academic credentials include:
- Graduate Certificate in Higher Education, Griffith University (awarded 2004)
- PhD in Applied Economics (Marketing), University of Sydney (awarded 1994)
- Master of Commerce (Marketing), Bond University (awarded 1994)
- MBA in Management, University of Queensland (awarded 1986)
Winzar's research program integrates statistical methodology with practical business applications, particularly examining how Confucian values influence workforce discipline and competitiveness in Asian economies. His work consistently addresses measurement challenges in brand equity and market analysis, developing innovative frameworks like the customer-based brand value (CBBV) competitiveness chain. Recent projects demonstrate his focus on translating academic research into industry solutions, especially within the Asia-Pacific context.
Analysis of his 2015-2024 publications reveals evolving methodological sophistication, shifting from foundational marketing research techniques toward advanced statistical applications in sports sponsorship and cross-cultural business studies. His textbook on Asia-Pacific marketing research remains a key reference, while recent work pioneers best-worst scaling methods for brand equity measurement in sports contexts.
Research leadership includes:
- Predicting Winning Opportunities: Application of Predictive Modelling to Security Opportunities (2017)
- Improving the Bachelor of Business Administration (BBA) program through generic skill framework implementation (2014-2015)
- Understanding the Australian Self Medication Industry: A Foot Print and Field Study (2013-2014)
Winzar actively contributes to academic discourse as guest editor for the Journal of Retailing and Consumer Services (2021-2024) and provides expert media commentary on rebranding strategies, with his 2017 analysis on rebranding value reaching 183 Mendeley readers and multiple news outlets.
