Nathalie Collins

Nathalie Collins
Edith Cowan University

BA (Phil), GC (Comms), MInfoMgmt, PhD (Marketing)

About

23
Publications
1,880
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Citations
Introduction

Publications

Publications (23)
Chapter
Industry and academic circles continue to attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (“evangelists”), slang (“geeks, mavens, haters”), science fiction (“fanboys”), and science (“alpha”). Although sometimes used as generic terms, upon examination, these and other such labels, can define the spe...
Chapter
Extending decades of marketing and psychological research, industry and academic circles attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (evangelists), slang (mavens, haters), technology and science fiction (fanboys), and other sciences (alpha, opinion leaders). Although sometimes used as generic t...
Chapter
Interest in authenticity is on the rise. Marketing literature touts authenticity as a point of differentiation (Gilmore & Pine, 2007; Leigh, Peters, & Shelton, 2006). Tourism literature continues to investigate authenticity in reference to the consumer experience (Steiner & Reisinger, 2006; Wang, 1999). Modern psychology considers what is, and what...
Chapter
Interacting with Brand Communities and Customer Evangelists can be profitable. Corporations and brand managers who follow traditional marketing and business paradigms will struggle to effectively communicate and connect with these opportunities. Viewing consumer collectives (Brand Communities, Consumer Tribes, Subcultures of Consumption, etc) throu...
Article
Purpose - Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote evangelism creation as part of their skill set. Yet the existence customer evangelism and its effects remain unsupported by empirical evidence. The purpose of this pap...
Article
Variously called consumer collectives, subcultures of consumption, brand communities, consumer tribes and brand cults, consumer collectivism is a rising area of interest in scholarly and industry circles. This paper develops an idiographic conceptual model for consumer religiosity, specifically those who worship/consume in groups.Producers enjoy th...
Conference Paper
Full-text available
Theory suggests that Quintessence (Q), an emotional/spiritual connection to a product, relates positively to Word of Mouth marketing (WOM). This paper investigates if consumers who experience Quintessence (Q+) share the same behavioural indicators as consumers who participate in strong Word of Mouth behavior (WOM+). Survey data from subscribers to...
Article
As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation paradigm. The paper explores implications stemming from shar...
Article
The chapter explores authenticity by proposing a 360-degree perspective based on tourism and philosophy literature. The Islamic religious pilgrimage or Hajj serves as an exemplary case for a proposed model. It merges theories of authenticity into a 360-degree multidimensional analysis. The dimensions are objective, constructive, existential, and co...
Article
With a combination of marketing fads and government fashion calling the shots, Higher Education marketing and recruitment staff would be wise to moor themselves to guiding principles. The authors propose that the academy look to academic theory for an authentic and effective navigation of shifting currents. This paper outlines current marketing the...
Article
Full-text available
First year undergraduate students working on semester-long group assessments may lack the skills and knowledge to make sound choices in selecting other group members. This paper is an instructor's guide to using speed-dating techniques in a classroom environment to create student groups. The paper also outlines suggestions for lecturers on how to s...
Article
Academics tend to group evangelistic, cult-like brand enthusiasm with Word of Mouth Marketing (WOM). Yet the history of Evangelistic practices and the word's revival in marketing during the digital age suggests Customer Evangelism (CE) differs from WOM. A review of various theoretical frameworks suggests that CE centres on connecting emotions to au...
Article
Engaging students outside the classroom tends to be a hit and miss affair, with exceptional, vocal or troublesome students garnering most of the attention, support and opportunity. The authors of this paper proposes a targeted approach to cultivating highly engaged students and student leadership based on their consumer behaviour rather than their...
Article
Full-text available
Studies of luxury purchases usually focus on high-end products targeting professionals. Thanks to an economic boom, working class men in mineral-rich regional Australia also have the financial wherewithal to purchase luxury items. This paper uses qualitative, convergent interviews to explore custom-crafted motorcycle purchases by skilled and semi-s...

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