Jana Bowden

Biography

Dr Bowden holds two Bachelor degrees from the University of South Australia (Marketing and HRM), a Masters of Management from MGSM (Macquarie Graduate School of Management) and a Doctorate in Marketing from Macquarie University.  Her research focus is on consumer brand engagement and its positive and negative manifestations within social media platforms, as well as traditional offline brand communication channels. This research has examined a range of service sectors including digital media, hospitality, finance, retail, telecommunications and local government. Jana has a range of current projects focusing on; the duality of engagement valences (+/-), foci of engagement (brand vs online brand community), and the way in which consumer engagement differs in terms of consumers cognition, emotion and behaviour across brand communication channels. She actively provides industry advice, consultancy and media commentary in these areas of expertise. A recipient of the Dean's Excellence award (Early Career Research) for her services marketing publication output, Jana has published in a range of journals including the Journal of Service Theory and Practice, Journal of Marketing Theory & Practice, Journal of Marketing Management, and Marketing Intelligence and Planning. For her teaching at Macquarie University, Jana has been awarded a range of Faculty awards and most notably one of ten Government level early career teacher awards by the Australian Learning and Teaching Council for "Outstanding Contributions to Student Learning." Prior to her academic career Jana worked in market research consultancy roles and pharmaceutical brand management.

Research Interest

Social media engagement Online brand communities Consumer engagement, disengagement and negative engagement Customer-brand relationships Customer loyalty and disloyalty