Valentyna Melnyk

Valentyna Melnyk is a Professor of Marketing and Deputy Head for Research at UNSW's School of Marketing. She holds a Ph.D. from Tilburg University and has expertise in consumer behavior, cross-cultural marketing, and experimental methods. Her research bridges societal and managerial relevance, addressing topics like behavioral labeling, temperature effects on emotional responses, and loyalty program dynamics.

Education:

• Ph.D. in Marketing, Tilburg University (2005)
• Masters in Environmental Management, VU University Amsterdam (2001)
• Masters in Business Economics (Cum Laude), Sumy State University (2000)

Research Interests: Consumer behavior, cross-cultural marketing strategies, advertising efficacy, branding, and the psychological impacts of loyalty programs. Her work employs experimental, field, and econometric approaches to produce actionable insights for businesses.

Articles Trends: Recent publications emphasize behavioral labeling, altruistic consumer choices, and the meta-analytic evaluation of loyalty programs. Themes like sensory marketing (e.g., temperature effects) and cross-cultural branding persist as core focuses.

Awards & Grants:

• Emerald Literati Award for Excellence (2021)
• Two German Research Foundation (DFG) grants totaling €4 million (2014, 2017)
• Research Excellence Award (UNSW, 2022)

Grants & Collaborations: Leads DFG-funded research on hedonic media products in digital social media. Collaborates with institutions in Germany, Australia, and Switzerland. Mentor to junior researchers and a sought-after keynote speaker globally.

Labs/Teams: Active in UNSW's marketing research community, contributing to initiatives like the Marketing of Hedonic Media Products project and cross-country brand benefit studies.