Publications

Publications

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  • Voola, R., Carlson, J., Makkar, M., Bosangit, C., & Goswami, P. (Eds.) (2025). The Elgar Companion to Marketing and the Sustainable Development Goals. Edward Elgar Publishing, UK (pp. 1-420).
  • Makkar, M., Yang, Y., & Lamarche-Beauchesne, R. (2025). Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance. Marketing Theory, 25(1), 97-117.
  • Farrelly, F., & Makkar, M. (2023). Augmenting the food experience through the projection of place: the case of Tasmania. Current Issues in Tourism, 26(9), 1536-1553.
  • Bandyopadhyay, A., Septianto, F., & Nallaperuma, K. (2021). How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset. Journal of Retailing and Consumer Services, 62, 102671.
  • Fischer, H., Rangarajan, D., Gabler, C. B., Keränen, J., Itani, O., & Landers, M. (2025). Emerging tensions in selling sustainable solutions: a future research agenda. Journal of Personal Selling & Sales Management, 1-24.
  • Lindberg, F., Fitchett, J. A., & Martin, D. M. (2019) “Disputes Between Tourist Regimes in Sustainable Tourism” Journal of Sustainable Tourism, 27 (8), 1277-1294. A*/Q1
  • Martin, D. M., Harju, A., Salminen, E., & Koroschetz, B. (2019) “More Than One Way to Float Your Boat: Product Use and Sustainability Impacts” Journal of Macromarketing, 39 (1), 71-87. A/Q2
  • Martin, D.M., Bergman, K., Harju, A.A., Koroschetz, B., Salminen, E., Solér, C., & Ziegler, F. (2018), “Understanding antifouling practices and consumption patterns”, in Helena Strand, Cecilia Solér and Mia Dahlstrom (Eds.) Changing Leisure Boat Antifouling Practices in the Baltic Sea: Results From the BONUS CHANGE Project. BONUS, pp.74-85.
  • Ranta, V., Keränen, J., & Aarikka-Stenroos, L. (2020) ”How B2B suppliers articulate value propositions in circular economy: Four innovation-driven value creation logics” Industrial Marketing Management, 87, 291-305. A*/Q1
  • Solér, C., Dahlstrom, M., Eriksson Wiklund, A., Gipperth, L., Martin, D.M., & Strand, H. (2018) “Constructing sustainable consumption from a system perspective- the case of leisure boat antifouling use in the Baltic Sea”, in Helena Strand, Cecilia Solér and Mia Dahlstrom (Eds.) Changing Leisure Boat Antifouling Practices in the Baltic Sea: Results From the BONUS CHANGE Project. BONUS, pp.10-18.
  • Solér, C., Bjökqvist, J., Dahlstrom, M., Eriksson Wiklund, A., Gipperth, L., Martin, D.M., Waterman, B., Wrange, A., & Ziegler, F. (2018), “Towards sustainable consumption and the way forward-the case of antifouling”, in Helena Strand, Cecilia Solér and Mia Dahlstrom (Eds.) Changing Leisure Boat Antifouling Practices in the Baltic Sea: Results From the BONUS CHANGE Project. BONUS, pp.123-125.
  • Tura, N., Keränen, J. & Patala, S. (2019) ”The darker side of sustainability: Potential negative consequences of sustainable business practices” Industrial Marketing Management, 77, 221-231. A*/Q1
  • Viswanathan, M., Baskentli, S., Gallage, S., Grigortsuk, M., Martin, D. M., & Subrahmanyan, S. (2020) “A Demonstration of Symbiotic Academic-Social Enterprise in Subsistence Marketplaces: Researching and Designing Customised Sustainability Literacy Education in Tanzania” Journal of Public Policy & Marketing. A/Q1
  • Venugopal, S., Gau, R., Appau, S., Sample, K. L., & Pereira, R. C. (2019) “Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities” Journal of Business Research, 100, 400-409. A/Q1

  • Nallaperuma K, Rotman JD, Bandyopadhyay A (2025), "Easter Eggs and Scotch Whiskey: the role of religious self- identity on (in)congruent holiday promotions". Journal of Product & Brand Management, Vol. 34 No. 8 pp. 1211–1223, doi: https://doi.org/10.1108/JPBM-03-2024-5043
  • Tan SZ, Tjiptono F, Yang L, Bandyopadhyay A, Thaichon P (2025), "Access mode of consumption and psychological ownership: exploring the role of self-product connection". Asia Pacific Journal of Marketing and Logistics, Vol. 37 No. 4 pp. 1089–1109, doi: https://doi.org/10.1108/APJML-04-2024-0515
  • Bandyopadhyay A, Hall J, Wong HY, Lockshin L, Zhang Y, Thaichon P (2024), "“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect". Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 2 pp. 457–479, doi: https://doi.org/10.1108/APJML-03-2023-0196
  • Tan, S. Z., Bandyopadhyay, A., & Septianto, F. (2023). Relationship (breakup) reminders drive online advertising effectiveness. Psychology & Marketing, 40(6), 1152-1161.
  • Bandyopadhyay, A., Septianto, F., Nallaperuma, K., & Lang, B. (2023). Emotional cues’ effects on grotesque advertising. Australasian Marketing Journal, 31(2), 124-134.
  • Bandyopadhyay, A., Septianto, F., & Nallaperuma, K. (2022). Mixed feelings enhance the effectiveness of luxury advertising. Australasian Marketing Journal, 30(1), 28-34.
  • Nallaperuma, K., Septianto, F., & Bandyopadhyay, A. (2022). Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility. Asia Pacific Journal of Marketing and Logistics, 34(1), 175-189.
  • Septianto, F., Nallaperuma, K., Bandyopadhyay, A., & Dolan, R. (2020). Proud powerful, grateful powerless: the interactive effect of power and emotion on gift giving. European Journal of Marketing, 54(7), 1703-1729.
  • Spry, A., Lee, Z., Makkar, M., & France. C. (2026). Care-based corporate sociopolitical activism: identifying dark sides and envisioning an ethical framework. Journal of Business Research, 202. 115788.
  • Kumar, K., Spry, A., Figueiredo, B., Makkar, M., & Gurrieri, L. (2025). Digital Brand Activism and Collective Action: Mapping Challenges and Strategies. Journal of Interactive Advertising, 1–17.
  • Makkar, M. (2021). Using local culture in brand positioning and communication. In Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market (pp. 171-201). Cham: Springer International Publishing.
  • Ashfaq, M., Makkar, M., Hoang, A. P., Dang-Pham, D., Do, M. H. T., & Nguyen, A. T. (2025). Exploring customer stickiness during “smart” experiences: a study on AI chatbot affinity in online customer services. Journal of Research in Interactive Marketing
  • Makkar, M., Yap, S. F., & Belk, R. (2021). Stabilising collaborative consumer networks: how technological mediation shapes relational work. European Journal of Marketing, 55(5), 1385-1410.
  • Ritala, P., Keränen, J., Fishburn, J., & Ruokonen, M. (2024). Selling and monetizing data in B2B markets: Four data-driven value propositions. Technovation, 130, 102935.
  • Aleti T, Figueiredo B, Reid M, Martin DM, Sheahan J, Hjorth L (2025), "Older adults’ digital competency, digital risk perceptions and frequency of everyday digital engagement". Information Technology & People, Vol. 38 No. 8 pp. 97–118, doi: https://doi.org/10.1108/ITP-05-2024-0624
  • Aleti, T., Figueiredo, B., Martin, D. M., & Reid, M. (2024). Digital Inclusion in Later Life: Older Adults’ Socialisation Processes in Learning and Using Technology. Australasian Marketing Journal, 32(4), 295-307.
  • Hjorth, L., Sheahan, J., Figueiredo, B., Martin, D., Reid, M., Aleti, T., & Buschgens, M. (2025). Playing with persona: Highlighting older adults’ lived experience with the digital media. Convergence: The International Journal of Research into New Media Technologies, 31(1), 368-384.
  • Aleti, T., Figueiredo, B., Martin, D. M., & Reid, M. (2023). Socialisation Agents’ Use(fulness) for Older Consumers Learning ICT. International Journal of Environmental Research and Public Health, 20(3), 1715. https://doi.org/10.3390/ijerph20031715
  • Sheahan, J., Hjorth, L., Figueiredo, B., Martin, D. M., Reid, M., Aleti, T., & Buschgens, M. (2023). Co-Creating ICT Risk Strategies with Older Australians: A Workshop Model. International Journal of Environmental Research and Public Health, 20(1), 52. https://doi.org/10.3390/ijerph20010052
  • Tierney, K.D., Karpen, I.O. & Westberg, K. (2022). The Role of Brand-Facing Actors in Shaping Institutions through Brand Meaning Co-Creation. In: Markovic, S., Gyrd-Jones, R., von Wallpach, S., & Lindgreen, A. (Eds.). Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications. Cheltenham: Edward Elgar Publishing, pp.  122-137
  • Tierney, K.D., Karpen, I.O., & Westberg, K. (2016). Brand meaning cocreation: toward a conceptualization and research implications. Journal of Service Theory and Practice, 26(6), 911-932. A/Q1
  • Aleti, T., Pallant, J., Tuan, A. & van Lear, T. (2019), “Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth”Journal of Interactive Marketing, 48,17-32. A/Q1
  • Buschgens, M., Figueiredo, B., & Rahman, K. (2020) “How Brand Owners Construct Imagined Worlds with Brand Visual Aesthetics” Journal of Brand Management, 27, 266-283. A/Q1
  • Buschgens, M., Figueiredo, B., Rahman, K. (2019) “How Brand Visual Aesthetics Foster a Transnational Imagined Community” European Journal of Marketing, 53, 2268 – 2292 A*/Q1
  • Orazi, D.C., Spry, A., Theilacker, M.N., & Vredenburg, J. (2017) “A Multi-Stakeholder IMC Framework for Networked Brand Identity” European Journal of Marketing, 51 (3), 551-571. A*/Q1
  • Vredenburg, J., Kapitan, S., Spry, A., & Kemper, Joya A. (2020) “Brands Taking A Stand: Authentic Brand Activism or Woke Washing?” Journal of Public Policy and Marketing, 39(4), 444-460. A/Q1
  • Westberg, K., Stavros, C., Farrelly, F., Smith, A. (2019) “Fan Empathy as a Response to Athlete Transgressions” Sport Management Review, 23, 1-17. B/Q1

In the media

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Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.

Learn more about our commitment to Indigenous cultures