Dr Abhishek Dwivedi
Professor
Managment and Marketing
Charles Sturt University
Australia
Biography
Abhishek 'Abbey' Dwivedi has completed a PhD in Marketing in the area of Brand Management; specifically brand-extensions. Prior to joining CSU he had seven-year's teaching/tutoring experience at Griffith University (Gold Coast), University of Queensland (Brisbane) and Central Queensland University (Brisbane). He has taught Marketing Strategy, Global Marketing, Services Marketing, and Marketing Research. Prior to his PhD, Abbey completed a Masters in Marketing Management (Honours -1) and a PGDM (MBA) with a marketing specialization. Additionally, he worked in one of the largest research-based consulting companies in Saudi Arabia and has experience in the fast-moving-consumer-goods industry, and the IT hardware industry in India.
Research Interest
His research interests include brand-extensions, customer-equity, celebrity endorsements and marketing capabilities. He has published his research in the Journal of Brand Management,
Publications
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Dwivedi, A. and Merrilees (2016). Holistic consumer evaluation of retail corporate brands and impact on consumer loyalty intentions, Australasian Marketing Journal, 24(1), 69-78.
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Dwivedi, A., Johnson, L. W., and McDonald, R. (2016). Celebrity endorsements, self-brand connection and relationship quality, International Journal of Advertising, 35(3), 486-503.
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Dwivedi, A., Wilkie, D. C. H., Johnson, L., and Weerawardena, J. (2016; In Print). Establishing measures and drivers of consumer brand engagement behaviours, Journal of Brand Management. doi:10.1057/s41262-016-0001-9
