Researcher

Professor Valentyna Melnyk

Fields of Research (FoR)

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Biography

Valentyna Melnyk (Ph.D., Tilburg University, the Netherlands) is Professor in Marketing and Deputy Head Research for the School of Marketing at UNSW.

Her research tackles novel, society- and/or managerially relevant problems in marketing in the domains of consumer behaviour, cross-cultural marketing, advertising, branding, as well as customer loyalty. Her expertise in different research methods allows her to investigate topics that would be...view more

Valentyna Melnyk (Ph.D., Tilburg University, the Netherlands) is Professor in Marketing and Deputy Head Research for the School of Marketing at UNSW.

Her research tackles novel, society- and/or managerially relevant problems in marketing in the domains of consumer behaviour, cross-cultural marketing, advertising, branding, as well as customer loyalty. Her expertise in different research methods allows her to investigate topics that would be hard to study with a conventional uni-method approach. For example, she investigated topics such as behavioral labeling, the effects of temperature on responses to emotional communication, consumer de-marketing and effects of loyalty programs termination on customer behavior. She uses experimental methods, field data and econometric techniques in her research to obtain actionable insights.

Her work has been published in several leading journals including Journal of Marketing, International Journal of Marketing Research, European Journal of Marketing, Marketing Letters and Journal of Business Research. She won the prestigious international Emerald Literati Award for Excellence (for Outstanding Research).

She currently serves on the Editorial Board of the International Journal of Research in Marketing (IJRM) and reviews for other prestigious journals, including Journal of Marketing, Journal of Consumer Research, IJRM, European Journal of Marketing.

My Grants

Valentyna Melnyk won two prestigious external grants from German Research Foundation (DFG).

Both are highly competitive research grants on the topic of “Marketing of Hedonic Media Products in the Context of Digital Social Media,” (# 1452) sponsored by German Research Foundation.

2014: 1.5 million EURO (around 2.4 million AUD)

2017: 2.5 million EURO (around 4.0 million AUD). We have received this second grant due to the extremely positive feedback on our research output from the first grant.

She acts as both an International Research Fellow as well as junior staff mentor on the grant. She is collaborating with colleagues from the University of Hamburg, the University of Münster, the University of Cologne, and the Kühne Logistics University.

She has also attracted a number of smaller internal contestable research funds.

My Qualifications

Ph.D. in Marketing, Tilburg University, the Netherlands (2005)

Masters in Environmental Management, VU University Amsterdam, the Netherlands (2001)

Masters in Business Economics (Cum Laude), Sumy State University, Ukraine (2000)

My Awards

2023	Finalist for the Sheth Foundation Best Paper Award for 2022, Journal of the Academy of Marketing Science
2022	Research Excellence Award (Level E), Business School, UNSW
2021	Research Highly Commended Excellence Award, UNSW
2019	Invited Guest Speaker to Monash University Research Camp in Marketing, Feb 9-10, Monash University, Australia Invited presentation to WU Vienna University of Economics and Business (Austria)
2018	Finalist for 2017 International Journal of Research in Marketing (IJRM) Best Article Award International Fellow on German Research Foundation (DFG) Research Unit Grant #1452 “Marketing of Hedonic Media Products in the Age of Digital Social Media.” I am an International Research Fellow as well as mentor of junior staff on the grant.
2017	Keynote Speaker to the Research Group on Social Media and Marketing, July 14, University of Hamburg, Germany. Invited presentation to University of Zurich, June 27-30, Switzerland Invited presentation to UTS Business School, Feb 20-25, UTS, Australia Invited Guest Speaker to Monash University Research Camp in Marketing, Feb 9-10, Monash University, Australia
2016	Emerald Literati Award for Excellence (in the Outstanding Research category) for “Effects of Introducing and Terminating a Loyalty Program: The Role of Monetary and Non-Monetary Rewards,” European Journal of Marketing Keynote Speaker to the Research Group on Social Media and Marketing, July 21, University of Hamburg, Germany Invited Guest Speaker to University of Queensland Business School’s Marketing Summit, May 19-20, Brisbane, Australia Finalist for Massey University Students’ Association Lecturer of the Year (LOTY) award (2013-2016)
2015	Best Paper Award in Buyer Behaviour track for “The ‘Mystery effect’: The Effectiveness of Fantasy Themes on Food Labels, co-authored by David Jaud, Valentyna Melnyk, and Jan Landwehr, Australian & New Zealand Marketing Academy, Sydney, Nov 30-Dec 2 Invited Guest Speaker to Monash University Inaugural Research Camp in Marketing, Feb 25-27, Monash University, Australia Invited presentation to Goethe University Frankfurt (Germany)
2014	Winner of the Research Translation Competition Award, for academic research with best practical implications for companies, Massey Business School Selected as nr. 1 of the Scholarly Insights into Branding for Marketers and Academics, by the American Marketing Association (AMA) and the Marketing Science Institute, Oct. 2014 – for “The Double-edged Sword of Foreign Brand Names for Companies from Emerging Countries,” Journal of Marketing Invited Guest Speaker to WU University, Vienna, Austria, research camp, June 23 Best Paper Award for “The Battle of the Sexes: How Gender Stereotypes Influences Brand Perception,” International Conference on Behavioural, Cognitive & Psychological Science, London, UK
2013	Best Overall Conference Paper Award (out of over 400 papers) and Best Paper Award in Marketing and Communications Track for “The Temperature Crossover in Advertising – How Physical Temperature Influences Consumers’ Emotional Responses to Advertising,” Australian & New Zealand Marketing Academy, Auckland, December 2-6 Scientific Award 2013 of the German Marketing Association (Wissenschaftspreis des Deutschen Marketing-Verbandes) for the best doctoral thesis for my PhD student Dr Kristina Klein (co-supervised with Prof Völckner)
2011	Finalist for the 2011 Donald R. Lehmann Award, American Marketing Association. This award is given each year to the best dissertation-based research paper published in the Journal of Marketing or the Journal of Marketing Research, during the two years prior to the year of award. Both journals are in the top-3 journals in marketing, which makes this award one of the most prestigious awards world-wide
2008,2010, 2012	Invited member of Australian National University (ANU) Research Camp
2006	Finalist for the SAP-PIM Marketing Science for the best dissertation award. This annual award is for the best dissertation written in Marketing at leading universities in the Netherlands and Belgium. My thesis “Creating Effective loyalty programs Knowing what (Wo-) Men Want” (defended on December 19th, 2005) was one of the three finalists among a set of over fifty dissertations in marketing and related disciplines

My Research Supervision

Areas of supervision

2017 – 2018	Fred Musika (Massey University, New Zealand) on “Consumer Decision-Making towards “Green” Products,” completed on May 2018.
2014 – 2018	David Jaud (Massey University, New Zealand) on “Influencing Packaging Perceptions”. PhD started on February 2014, passed without emendations on April 19, 2018.
2010 – 2014	Pascal Bruno (University of Cologne, Germany) on “International Brand Communication”. Doctor’s title with “Summa Cum Laude” granted 11 July 2014.
2010 – 2013	Alexandra Hess (University of Waikato, New Zealand) on “Brand Perception and Gender Stereotyped Products”. Doctor’s title granted October 2013.
2011 – 2013	Tatsuru Nishio (University of Waikato, New Zealand) on “Identification and Analysis of International Sports Fan Motivation and Constraints”. Doctor’s title granted July 2013.
2009 – 2012	Kristina Klein (University of Cologne, Germany) on “Foreign Branding”. Doctor’s title with “Summa Cum Laude” granted 13 July 2012. Received Scientific Award 2013 of the German Marketing Association (Wissenschaftspreis des Deutschen Marketing-Verbandes) for her thesis.