This Research Area (RA) is focused on the key marketing areas of customer behaviour and marketing practice.  Within customer behaviour, our researchers are investigating problems relating to social (including health) and environmental marketing, the nature and function of branding, consumer responses to brand extensions, understanding the motivations behind purchase decisions, and consumer responses to marketing communications (eg celebrity endorsements).  Within the area of marketing practice, research is being conducted on value creation, innovation, entrepreneurship and how practitioners are currently applying marketing techniques and processes.  Research in marketing has been recognised by the ERA as being of world standard (a rating of 3) in the last two assessments in 2015 and 2018.

Consistent with Charles Sturt University's primarily regional location, our research is focused on the regional context; however we also conduct research at a national level as well cross-culturally given the university's stated aim to "create new knowledge and practice that creates solutions for the benefit of our communities locally, nationally and internationally".  A good example of this is recent research on the implementation of the NDIS, importance of tourism in regional areas and how human can co-exist with animals such as Kangaroos and shark management.

Our RA members have expertise in a range of qualitative techniques.  This includes multimodal sentiment analysis, and common qualitative analysis approaches, as well as narrative analysis.  Regarding quantitative analysis techniques, in addition to the common multivariate approaches, our researchers are experienced in using structural equation modelling (SEM), partial least squares (PLS), discrete choice modelling techniques and multi-level modelling.  We have also expertise in the use of simulations to understand complex systems, such as retailing and business development.

Our researchers work actively with external partners.  Past industry and government research partners include:

• Australian Research Council,
• Meat and Livestock Australia,
• Office of Environment and Heritage,
• Hawkesbury-Nepean Catchment Management Authority,
• Indigenous Business Australia,
• Country Energy (now Integral Energy),
• Land and Water Australia,
• Department of Primary Industry (NSW),
• Regional Development Australian (RDA),
• Memento Hospitality,
• CRC Soils, and
• CRC Cybersecurity.

Our research has previously been published in a range of reputed peer-reviewed marketing journals, including:

• European Journal of Marketing,
• Psychology and Marketing,
• Journal of Industrial Marketing Management,
• International Marketing Review,
• International Journal of Consumer Studies,
• Journal of Business Research,
• Journal of Strategic Marketing,
• Journal of Service Marketing,
• Journal of Marketing Management,
• Journal of Business Research,
• Journal of Product and Brand Management,
• Journal of Marketing Education,
• Journal of Marketing Letters,
• Managing Service Quality,
• Australasian Journal of Regional Studies,
• Journal of Retailing and Consumer Services,
• Australasian Marketing Journal and
• Journal of Brand Management.