Maxwell Winchesters Publication's
Winchester, M.K., & Romaniuk, J. & Bogomolova, S. (in press). Positive and Negative Brand Beliefs and Brand Defection/Uptake. European Journal of Marketing.

Winchester, M.K., & Romaniuk, J. (2003). Evaluative and Descriptive patterns in negative image attributes. International Journal of Marketing Research (formerly the Journal of the Marketing Research Society, Vol 45 (1), 21-34.

Winchester, M.K., & Fletcher, M., (2000). Calibrating your brand image measurement technique by utilising empirical generalisations. Journal of Brand Management, Vol 8(2), 99-110.

Hall, J., & Winchester, M.K., (2000). What's really driving wine consumers? Australian and New Zealand Wine Industry Journal, Vol 15(4), 68-72.

Hall, J., & Winchester, M.K. (1999). An empirical confirmation of segments in the Australian wine market. International Journal of Wine Marketing, Vol 11(1), 19-35.

Hall, J., & Winchester, M.K. (1997). The importance of qualitative analysis in the segmentation process. Journal of Targeting, Measurement & Analysis for Marketing, Vol 6(2), 181-193.

REFEREED CONFERENCE PAPERS

Romaniuk, J. & Winchester, M.K. (2007). The Perceptions and Loyalty of Prestige Brands. Thought Leaders International Conference on Brand Management, Birmingham, UK.

Winchester, M.K, Romaniuk, J. & Bogomlova, S. (2006). A longitudinal study examining the relationship between customer behaviour change and positive and negative brand beliefs. European Marketing Academy Conference, Athens, Greece.

Winchester, M.K, & Romaniuk, J. (2006). A longitudinal study into negative brand beliefs. Thought Leaders International Conference on Brand Management, Birmingham, UK.

Winchester, M.K, & Romaniuk, J. (2004). Past Usage and Negative Perceptions. Australian and New Zealand Marketing Academy Conference, Wellington, New Zealand

Winchester, M.K, & Romaniuk, J. (2003). Expected patterns in negative image attributes. Australian and New Zealand Marketing Academy Conference, Adelaide, Australia.

Winchester, M.K., & Romaniuk, J. (2002). The effect of questioning technique on responses to negative brand image attributes. Australian and New Zealand Marketing Academy Conference, Melbourne, Australia

Sharp, A. & Winchester, M.K. (2002). The temporal stability of negative brand image attributes. Australian and New Zealand Marketing Academy Conference, Melbourne Australia.Winchester, M.K., & Romaniuk, J. (2002). Evaluative and Descriptive patterns in negative image attributes European Marketing Academy Conference, Braga, Portugal.

Winchester, M.K., & Romaniuk, J. (2001). Do negative image attributes display evaluative and/or descriptive patterns? Australian and New Zealand Marketing Academy Conference, Albany, New Zealand. ISBN 0-473-08206-3.

Hall, J., & Winchester, M.K. (2000). Utilising Values in a benefit based segmentation. American Marketing Association International Educators Conference, Buenos Aries, Argentina.

Winchester, M.K., & Romanuik, J., (2000). Are negative perceptual responses an indicator of customer vulnerability/switching? European Marketing Academy Conference, Rotterdam, Netherlands.

Hall, J., & Winchester, M.K. (2000). Empirical analysis of Spawton's 1991 segments in the Australian wine market, Asia Pacific Advances in Consumer Research Conference, Gold Coast, Australia, pg 319-327.

Hall, J., & Winchester, M.K. (1999). Using benefit based segmentation and an understanding of values to develop effective marketing strategies, Australian and New Zealand Marketing Academy Conference, Sydney Australia. ISBN 0 7334 0572 X

Winchester, M.K., & Hall, J. (1999). Marketing Academics: Are they practising what they preach? Australian and New Zealand Marketing Academy Conference, Sydney Australia. ISBN 0 7334 0572 X

Hall, J., Lockshin, L., Aurifielle, J.M., & Winchester, M.K. (1998). Qualitative analysis of the influence of situational components in the consumer decision making process, Association for Consumer Research 1998 Asia Pacific Conference, Hong Kong.

Hall, J., Lockshin, L., Questes, P., & Winchester, M.K. (1997). Means end chain analysis in segmenting of the wine consumer, Australian and New Zealand Marketing Educators' Conference, Melbourne, Australia.

Hall, J., Oppenheim, P., Shaw, M., & Winchester, M.K. (1997). Analysing gift giving behaviour from a means end data structure perspective. The Association for Consumer Research European Conference, Stockholm, Sweden.

Winchester, M.K., Rumpf, P., & Miller, S. (1996). The evaluation of higher education courses: how realistic is it? The Australasian Evaluation Society Conference, Wellington, New Zealand.

Hall, J., Shaw, M., & Winchester, M.K. (1996). using efficient qualitative methodologies to assist in targeting markets, Third International Conference on Targeting, Measurement and Analysis for Marketing, London, United Kingdom.

Goodrick, D., & Winchester, M.K. (1994). Interactive evaluation in a youth homelessness prevention project. Australian Association of Social Research Conference, Launceston, Australia.

BOOKS REVIEWED

Kotler, P., Armstrong, G., & Cunningham, P.H., (2001) . Principles of Marketing (5th Canadian Ed). Pearson Education: Toronto

PUBLISHED REPORTS AND BOOKS

Hall, J., Grierson, M., Watson, D., & Winchester, M.K. (1995). Training, a Shared Investment: Stage 6, Victoria University: Melbourne.

Grace, M., Goodrick, D., Ryan, M., & Winchester, M.K. (1993). What Else is Happening at HOME, Victoria University: Melbourne.

NON-REFEREED JOURNAL AND PROFESSIONAL ARTICLES

Winchester, M.K. & Sharp, B (20th April, 2004). Arguments against brand positioning. Presentation to the Ottawa Chapter of the Professional Marketing Research Society.

Harder, T. M., & Winchester, M.K. (2003). The Dummies' guide to PIPEDA: A description of the ten basic principles to assist your company's compliance, Imprints (February), p. 10-13

Winchester, M.K. & Sharp, B (4th March 2003) Arguments against brand positioning. Presentation to the Alberta Chapter of the Professional Marketing Research Society.

Winchester, M.K. & Sharp, B. (2002). Arguments against brand positioning. Professional Marketing Research Society/Association Prefessionelle de Recherche en Marketing, Nottawasaga, Canada.

Sharp, B. & Winchester, M.K. (2001). Using marketing science to improve brand image measurement/ Comment donner une plus grande signification à l'image de marque?. Professional Marketing Research Society/Association Professionelle de Recherche en Marketing, Ottawa, Canada.

Sharp, B. & Winchester, M.K. (2001). Can a little old fashioned science give more meaning to image data? Market Research Society Annual Conference and Trade Fair 2001, Brighton, United Kingdom.

Sharp, A., & Winchester, M.K., (2000). When 2+2=5. Adding value through the use of internal organisational data in evaluation research. Canadian Evaluation Society Conference, 2000, Hotel Wyndam, Montréal, Canada.

Hall, J., & Winchester, M.K. (2000). Focus on your customer through segmentation, Australian and New Zealand Wine Industry Journal, Vol 15(2), 93-97.

Hall, J., & Winchester, M.K. (2000). An introduction to factor analysis. Understanding the Mathematical and Statistical Techniques used in Marketing, Henry Stewart Conferences, Sydney Australia.

Winchester, M.K. (1999). Efficient qualitative analysis for market researchers, Guest speaker for the Market Research Society of Australia, Melbourne, Australia.

Winchester, M.K. (1998). Computer aided qualitative analysis for market researchers, Guest speaker for the South Australian chapter of the Market Research Society of Australia, Adelaide, Australia.

Winchester, M.K. (1997). Efficient qualitative analysis for market researchers, Guest speaker for the Market Research Society of Australia, Melbourne, Australia.

Winchester, M.K. (1996). An evaluation of the Bachelor of Business programme. Teaching Matters Symposium, Victoria University, Melbourne.

Winchester, M.K. (1995). Understanding computer aided qualitative analysis, Guest speaker at Sheffield Hallam University, Sheffield, United Kingdom.

Grace, M., & Winchester, M.K. (1994). Youth Homelessness Prevention in a Victorian Secondary College, Australian Association of Social Research Conference, Launceston, Australia.

INTERVIEWS

Winchester, M.K., (7th May 2004). Interviewed on Radio One (Canadian Broadcasting Corporation) for a discussion on the price of Fuel in the Lower Mainland and Canada.

Winchester, M.K., (28th April 2004). Re-branding helps Carleton increase profile. Ottawa Business Journal.

Winchester, M.K., (28th April 2004). Brand or be branded . Ottawa Business Journal.

Winchester, M.K (4th March, 2003). Guest on the' Big Breakfast' TV show on A Channel, Calgary. The topic of discussion was brand positioning and why it doesn't work.