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.

Academic Publications

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

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