Star Wars, Myth and Marketing

West Australian press (newspaper and radio) enjoyed the point of view of Star Wars from a consumer culture perspective. Thanks to the ECU Public Relations team for their support in getting me in touch with reporters who gave air time to serious research about a subject that quite a few people take very seriously…

In a suburb far, far away – Senior academic at Joondalup’s Edith Cowan University, Dr Nathalie Collins confronts her nemesis, Yoda. Picture: Michael O’Brien The West Australian


Keeping it real at ANZMAC 2011

I was fortunate to attend the Australia New Zealand Marketing Academy Conference 2011 in late November in Perth; bonus that it was sponsored by my very own Edith Cowan University. The papers I contributed about Authenticity and Quintessence were received well.

Authenticity is an emerging area of interest to academic marketing researchers. How to measure this subjective experience, and then how to use it in a way which is ethical and effective are all big questions. I am hoping to use some of the contacts at the conference to further this research agenda. Stay tuned!

Authenticity in Equity Group Recruitment

This presentation was delivered on Thursday 22 September at ECU during the Universities’ Marketing, Communication and development Conference in Perth. The presentation was about a perspective on recruiting equity groups. Equity groups are defined by the Commonwealth Government as people from groups underrepresented at universities in Australia, including: Indigenous, Rural, Remote, Low Socio-Economic, Low Incomes and people with a  disability.

Tourism in the Muslim World

Professor Jamie Murphy and I co-authored chapter 20 of this book. The chapter is entitled “The Hajj: An Illustration of 360 degree authenticity” and looks at experiential authenticity from many perspectives, using the largest pilgrimage in the world as an illustration of an authentic experience. The book is available for purchase on

A media release about Professor Jamie Murphy and his collaborators in the book is found on the UWA web site.

ANZMAC was awesome

I recently attended ANZMAC, the academic marketing conference for Australia and New Zealand. It was great to be in rooms full of marketers talking about deep and meaningful marketing stuff while imbibing lots of champagne. I gave two papers there. One was on Service Dominant Logic and the Infinite Game and the other was on my main area of research, Customer Evangelists.

Some great people and scholars I met there: Elizabeth Dunlop (CSU), Professor Mark Uncles (UNSW), Professor Mark Laswon (U of Otago), Dr Chris Dubelaar (Bond), Associate Professor Francis Farrelly (Monash), Sabrina Mohd Rashid, John Turnbull, Kelly Choong and Trent Hennessey amongst others.