Dr Jacqueline Burgess joined the School of Business and Creative Industries in February 2020. Her research focuses on narrative brands, which includes video games, television and movie series that exist as both creative works and products with consumer expectations borne out of a deep emotional attachment. Jacqueline’s research sits in that creative-commercial intersection and explores the consequences of consumer expectations and attachments. She has a particular interest in the marketing and brand management of video games and also explores the emotional attachments consumers develop to human and other narrative brands. Her work has been accepted by multiple journals and conferences including the European Journal of Marketing, Game Studies, Games and Culture, the Journal of Media Business Studies, the International Journal on Media Management, the Journal of Consumer Marketing, the Australia and New Zealand Marketing Academy annual conference and the Digital Games Research Association annual conference.
Jacqueline is also passionate about quality and engaging teaching and has gained qualifications in tertiary teaching. She believes teaching should focus on active learning and authentic activities.
Outside of her professional duties, Jacqueline enjoys playing video games and following tennis among other interests.
Professional memberships
- Australian & New Zealand Marketing Academy (ANZMAC)
- Digital Games Research Association (DIGRA)
- Higher Education Research and Development Society of Australasia (HERDSA)
- Higher Education Academy
Awards
- Vice-Chancellor and President's Award for Excellence in Learning & Teaching (Sessional), USC, 2019
- Australian Postgraduate Award, USC, 2015
Professional Social Media
Research Concentrations
- Engage Research Lab https://engageresearch.org/
Research Grants
|
Grant/Project name |
Investigators |
Funding body & A$ value |
Year(s) |
Focus (of research grant) |
|
Investigating unfair business practices in the digital marketing industry |
Sutherland, K., Burgess, J., Mulcahy, R., & Lawley, M. |
Australian Small Business and Family Enterprise Ombudsman, $19,849.
|
2021-22 |
This industry-linked project is investigating unfair and unethical practices in the digital marketing industry by interviewing digital marketing practitioners and experts as well as small businesses that have utilised digital marketing to understand the scale, scope and implications of these unfair and unethical practices. |
Potential Research Projects for HDR & Honours Students
- Brand management
- Marketing communication
- Media management
- Narrative and media
- Brand management
- Media marketing
- Business and marketing in the creative industries
- Game studies
- Media narratives
Current HDR Students (all co-supervisor)
- Jesse Clements Intuitive Interface Design for Augmented Reality PhD Current
- Denise Beckton Fading: Identifying conservatizing marketplace trends in order to support the writing of a Young Adult novel featuring Australian Gothic style PhD Current
- Joseph Hodges Machine Learned Automated Iterative Design (ML-AID) for Balancing Asymmetrical Game Designs MCA Current
Research areas
- narrative brands
- human brands
- brand crises
- video games and digital media
- emotional attachment to video games and digital media
- game studies
Teaching areas
- Marketing
- Marketing communication
- Brand management
Program coordinator
Research publications
- Burgess, J., & Jones, C. (2020). Exploring the Forced Closure of a Brand Community That is Also a Participatory Culture. European Journal of Marketing, in press. doi: https://doi.org/10.1108/EJM-01-2019-0075
- Burgess, J., & Jones, C. (2020). “I Harbour Strong Feelings for Tali Despite Her Being a Fictional Character”: Investigating Videogame Players’ Emotional Attachments to Non-Player Characters. Game Studies, 20(1). Retrieved from http://gamestudies.org/2001/archive
- Burgess, J., & Jones, C. (2017). “Is it too much to ask that we’re allowed to win the game?”: Character attachment and agency in the Mass Effect 3 Ending Controversy. Bulletin of Science Technology & Society, 37(1), 146-158. doi: https://doi.org/10.1177%2F0270467618819685
- Burgess, J., Spinks, W. & Sharma, B. (2017). The effect of a brand transgression on a politician’s brand resonance: The case of Kevin Rudd. Journal of Political Marketing, in press. doi: 10.1080/15377857.2017.1407386
- Burgess, J., & Jones, C. (in press). Exploring the Forced Closure of a Brand Community That is Also a Participatory Culture. European Journal of Marketing, in press.
- Burgess, J., & Jones, C. (2018). Media fans’ alignment with branding: A rich and under-explored research domain. Journal of New Business Ideas and Trends, 16(1), 1-15. Retrieved from http://www.jnbit.org/upload/JNBIT_1_Burgess_Jones_16(1)_2018_.pdf
- Burgess, J., & Jones, C. (2017). “Is it too much to ask that we’re allowed to win the game?”: Character attachment and agency in the Mass Effect 3 Ending Controversy. Bulletin of Science Technology & Society, 37(1)146-158. doi: https://doi.org/10.1177%2F0270467618819685
- Burgess, J., Spinks, W. & Sharma, B. (2017). The effect of a brand transgression on a politician’s brand resonance: The case of Kevin Rudd. Journal of Political Marketing. doi: 10.1080/15377857.2017.1407386
- Loveday, P., & Burgess, J. (2017). Flow and Pokémon GO: The contribution of game level, playing alone, and nostalgia to the flow state. e-Journal of Social & Behavioural Research in Business, 8(2), 16-28. Retrieved from http://www.ejsbrb.org/upload/e-JSBRB_Loveday_Burgess_8(2)_2017.pdf
Jacqueline’s specialist areas of knowledge include the business of video games and other media, emotional attachments to narratives and characters in fiction and media, the brand management of fiction and media brands, brand management, political marketing and employability.