Dr Margaret Faulkner
Senior Marketing Scientist
Margaret’s primary areas of expertise and research are in measuring consumer-based brand equity and advertising effectiveness, with a focus on tracking brand health and the effectiveness of marketing efforts. Her research in the not-for-profit sector shows the importance of the laws of growth for all brands.
Margaret has worked extensively with the Institute’s international clients on a range of projects in both established and emerging markets. Projects include examining the usability of distinctive assets for global brands and helping organisations to take a strategic marketing approach. She is an experienced and engaging presenter.
Margaret’s research has been published in the International Journal of Market Research, Technological Forecasting & Social Change, Nonprofit & Voluntary Sector Quarterly and the Journal of Product & Brand Management.
Faulkner, M, Romaniuk, J & Stern, P 2023, ‘How sharing of supporters reveals competition amongst non-profit brands’, Journal of Marketing Management, vol. 39, no. 3-4, pp. 193-212.
Nguyen, C, Faulkner, M, Yang, S, Williams, J & Tong, L 2022, ‘Mind the gap: understanding the gap between intentions and behaviour in the charity context’, Journal of Business Research, vol. 148, pp. 216-224.
Iraj, H, Fudge, A, Khan, H, Faulkner, M & Pardo, A 2021, ‘Narrowing the feedback gap: examining student engagement with personalized and actionable feedback messages’, Journal of Learning Analytics, vol. 8, no. 3, pp. 101-116.
Lee, R, Hoe Looi, K, Faulkner, M & Neale, L 2021, ‘The moderating influence of environment factors in an extended community of inquiry model of e-learning’, Asia Pacific Journal of Education, vol. 41, no. 1, pp. 1-15.
Michelon, A.,Bellman, S., Faulkner, M., Cohen, J. & Bruwer, J. 2020, ‘A New Benchmark for Mechanical Avoidance of Radio Advertising: Why Radio Advertising Is a Sound Investment’, Journal of Advertising Research: 1-10
Nguyen, C, Romaniuk, J, Cohen, J & Faulkner, M 2020, ‘When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability’, Journal of Retailing and Consumer Services, vol. 55, no. 102080, pp. 1–7
Faulkner, M & Romaniuk, J 2019, ‘Supporters’ perceptions of benefits delivered by different charity activities’, Journal of Nonprofit and Public Sector Marketing, vol. 31, no. 1, pp. 20-41
Nguyen, C, Romaniuk, J, Faulkner, M & Cohen, J 2018, ‘Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory’, Marketing Letters, vol. 29, no. 1, pp. 37-48
Nguyen, C, Romaniuk, J, Faulkner, M & Cohen, J 2018, ‘Does an expanded brand user base of co-branded advertising help ad-memorability?’, International Journal of Market Research, vol. 60, no. 4, pp. 366-379
Sitta, D, Faulkner, M & Stern, P 2018, ‘What can the brand manager expect from Facebook?’, Australasian Marketing Journal, vol. 26, no. 1, pp. 17-22
Faulkner, Margaret, Romaniuk, Jenni and Wight, S 2017, ‘Brand awareness: revisiting an old metric for a new world’, Journal of product and brand management, vol. 26, no. 5, pp. 469-476
Faulkner, Margaret, Romaniuk, Jenni and Stern, P 2016, ‘New versus frequent donors: exploring the behaviour of the most desirable donors’, Australasian marketing journal, vol. 24, no. 3, pp. 198-204
Faulkner, Margaret, Hogan, Samantha and Romaniuk, Jenni 2016, ‘Comparing Approaches to Elicit Brand Attributes both Face-to-face and Online’, International Journal of Market Research, Vol. 58, no. 1, pp. 1-17
Faulkner, Margaret, Truong, Oanh and Romaniuk, Jenni, 2014, ‘Barriers to increasing donor support: Evidence on the incidence and nature of brand rejection’, Nonprofit & Voluntary Sector Quarterly, Vol. 44, no. 5, pp 1007-1025
Faulkner, Margaret, Truong, Oanh and Romaniuk, Jenni, 2014, ‘Uncovering generalized patterns of brand competition in China’, Journal of Product & Brand Management, Vol. 23, Iss 7, pp. 554-571
Faulkner, Margaret, Aziz, Syed Mahfuzul, Waye, Vicki and Smith, Elizabeth, 2013, ‘Exploring ways that ePortfolios can support the progressive development of graduate qualities and professional competencies’, Higher Education Research & Development, DOI:10.1080/07294360.2013.806437
Faulkner, M, Stern. P. and J. Romaniuk, ‘Discovering patterns in behaviour for ‘heavy’ donors of blood’, Australian New Zealand Marketing Academy, Auckland, accepted for presentation, December 1-4 2013
Faulkner, M, Stern. P. and J. Romaniuk, ‘Do charities comprise a Dirichlet Market?’, Australian New Zealand Marketing Academy, Auckland, accepted for presentation, December 1-4 2013
Faulkner, Margaret and Waye, Vicki 2012, ‘Embedding e-Portfolios in a Law Program: Lessons From An Australian Law School’, Journal of Legal Education, Vol 61, No 4, May, p560-584
Nguyen, C, Faulkner. M. and J. Romaniuk, ‘The Value of Donating Money Versus Goods: Examining the Charity Brand Equity of Individual Supporters’, European Marketing Academy 42nd Conference, Istanbul, 4-7 June 2013
Hogan, S, Romaniuk. J. and Faulkner, M, A purpose-based classification of brand attributes, Australian New Zealand Marketing Academy, Adelaide, December 3-5 2012
Truong, O, Faulkner, M. and Mueller Loose, S. An examination of consumer profiles across brands in emerging markets, Australian New Zealand Marketing Academy, Adelaide, December 3-5 2012
Faulkner, M, Romaniuk, J. and E. Hemphill, Examining Not-For-Profit Sector Competition: A contributor perspective, Australian New Zealand Marketing Academy, Perth, November 27-30, 2011
Faulkner, M, Miller, R. and J. Romaniuk, The Underlying Structure of the Charity Donation Market in Australia, Australian New Zealand Marketing Academy, Perth, November 27-30, 2011
Waye, Vicki and Faulkner, Margaret, 2011, ‘e-Portfolios and legal professional attributes’, Chapter 9 in Excellence and Innovation in Legal Education, editors Kift, S., Sanson,M., Cowley, J and Watson, P., Lexis Nexis Butterworths, Chatswood, Australia
Faulkner, Margaret and Aziz, Syed Mahfuzul, 2011, ‘ Stimulating self assessment and reflection in first year engineering using ePortfolios’, ERGO, Vol 2, No 2, August, p5-17
Lee, Richard and Faulkner, Margaret, 2011, The Roles of Extrinsic Factors in a Community of Inquiry Model of e-learning, E-Learning and Digital Media, Volume 8 Number 1, p58-67 http://www.wwwords.co.uk/elea/content/pdfs/8/issue8_1.asp#7
Faulkner, Margaret & Allan, Garry, 2009, Building Communities of Practice for ePortfolio Implementation: An Initial Approach by Two Australian Institutions, Learning Communities: International Journal of Learning in Social Contexts, December, Issue 2: e-Portfolio Education, p 30-51
Faulkner, Margaret and Corkindale, David, 2009, ‘Are experts better than potential users in predicting the uptake of an innovation? Extending the use of the Juster Scale’, Technological Forecasting & Social Change, Volume 76, pp 910-916
Faulkner, Margaret and Kennedy, Rachel, 2008, ‘A new tool for pre-testing direct mail’, International Journal of Market Research, Volume 50, Issue 4, pp 469-490
Faulkner, Margaret, Lee, Anna and Spawton, Tony, 2006 ‘Experience. The Marketing Difference’ Australian Collaborative Education Network, Gold Coast
Faulkner, Margaret & Kennedy, Rachel, 2005, ‘Predictive test of pre-testing fundraising DM materials’, Australian New Zealand Marketing Academy, Freemantle,
Faulkner, Margaret, Kennedy, Rachel and Romaniuk, Jenni, 2004, ‘An Investigation of the Structure of Charity Markets’, Australian New Zealand Marketing Academy, Wellington
Faulkner, Margaret and Corkindale, David, 2004, ‘Exploring the Ability of the Juster Scale to Predict the Uptake of a New Charity Lottery’, Australian New Zealand Marketing Academy, Wellington
Faulkner, Margaret and Kennedy, Rachel, 2003, ‘A test of COMMAP for pre-testing Direct Mail (DM) pieces in Fundraising’, Australian New Zealand Marketing Academy, Adelaide