Gary Gregory

Senior Lecturer

Research Grants:

     Linkage Research Seed Funds (LRSF) Business School, University of New South Wales (2018-19)

            Project: Differentiated Fundraising Strategies for Donor Conversion

Centre for Social Impact (CSI) Research Grant, University of New South Wales (2018)

       Project: Differentiated Fundraising Strategies for Donor Conversion

Business School Research Grant (BSRG), University of New South Wales (2016-17)

Project: Outsourcing services to offshore partners and the role of partner ‘fit’: A consumer perspective 

Australian School of Business Research (ASBR) Grant, University of New South Wales (2011)

Project: Examining the effects of brand salience on donor acquisition in the non-profit sector

Australian School of Business Research (ASBR) Grant, University of New South Wales (2009)

Project: Investigating the effective use of humor in cross-cultural advertising: The influence of individual-level and culture-level differences

Faculty of Commerce and Economics, University of New South Wales (2006)

Project: Investigating the Role of E-Commerce in Exporting for Small and Medium Enterprises (SMEs) in Australia

Australian Research Council (ARC) Linkage Grant, University of New South Wales (2003-6)

        Project: Turning Under-Used Geo-Referenced Data Sources into Business Success

Faculty of Commerce and Economics, University of New South Wales (2002)

            Project: Electronic Marketing Strategies and Exporting

Research Interests:

  • Cross-cultural advertising
  • Values and consumer behavior
  • Internationalization of the firm
  • Service offshoring
  • Market entry strategies
  • E-commerce and exporting
  • Branding for non-profits and charities

ASB Profile: http://www.asb.unsw.edu.au/schools/Pages/GaryGregory.aspx

 

publications
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Journal articles
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Ngo LV; Gregory G; Miller R; Lu L, 2021, 'Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector', Australasian Marketing Journal, pp. 183933492199947 - 183933492199947, http://dx.doi.org/10.1177/1839334921999477
2021
Lu L; Gregory G; Ngo L; Bagozzi R, 2021, 'Managing Customer Uncertainty in Making Service Offshoring Decisions', Journal of Service Research, pp. 109467052199213 - 109467052199213, http://dx.doi.org/10.1177/1094670521992130
2021
Lu L; Gregory G; Ngo L, 2020, 'Service offshoring fit from consumers’ perspective', Australasian Marketing Journal, vol. 28, pp. 100 - 109, http://dx.doi.org/10.1016/j.ausmj.2019.07.003
2020
Gregory G; Ngo L; Miller R, 2020, 'Branding for non-profits: explaining new donor decision-making in the charity sector', Journal of Product and Brand Management, vol. 29, pp. 583 - 600, http://dx.doi.org/10.1108/JPBM-09-2018-2011
2020
Lu L; Gregory G; Thelen S, 2020, 'Influence of country of origin and type of information exchanged on consequences of offshore service sentiment', Journal of Service Theory and Practice, vol. 30, pp. 233 - 255, http://dx.doi.org/10.1108/JSTP-02-2019-0045
2020
Gregory G; Crawford H; Lu L; Ngo L, 2019, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', International Journal of Advertising, http://dx.doi.org/10.1080/02650487.2019.1590068
2019
Ngo LV; Nguyen NP; Huynh KT; Gregory G; Cuong PH, 2019, 'Converting internal brand knowledge into employee performance', Journal of Product and Brand Management, vol. 29, pp. 273 - 287, http://dx.doi.org/10.1108/JPBM-10-2018-2068
2019
Gregory GD; Ngo LV; Karavdic M, 2019, 'Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures', Industrial Marketing Management, vol. 78, pp. 146 - 157, http://dx.doi.org/10.1016/j.indmarman.2017.03.002
2019
Crawford HJ; Gregory GD, 2015, 'Humorous advertising that travels: A review and call for research', Journal of Business Research, vol. 68, pp. 569 - 577, http://dx.doi.org/10.1016/j.jbusres.2014.09.005
2015
Gregory G; Winit W; Cleveland M; Verlegh P, 2014, 'Global vs. local brands: How home country bias and price differences impact brand evaluations', International Marketing Review, vol. 31, pp. 102 - 128, http://dx.doi.org/10.1108/IMR-01-2012-0001
2014
Jung JY; McCormick J; Gregory G; Barnett K, 2011, 'Culture, Motivation, and Vocational Decision-Making of Australian Senior High School Students in Private Schools', Australian Journal of Guidance and Counselling, vol. 21, pp. 85 - 106, http://dx.doi.org/10.1375/ajgc.21.1.85
2011
Briggs E; Peterson M; Gregory G, 2010, 'Toward a better understanding of volunteering for nonprofit organizations: Explaining volunteers' pro-social attitudes', Journal of Macromarketing, vol. 30, pp. 61 - 76, http://dx.doi.org/10.1177/0276146709352220
2010
Gregory G; Karavdic M; Zou S, 2007, 'The effects of e-commerce drivers on export marketing strategy', Journal of International Marketing, vol. 15, pp. 30 - 57, http://dx.doi.org/10.1509/jimk.15.2.30
2007
Gregory G, 2006, 'The act of giving: Involvement, habitual giving, and motives of volunteerism', Advances in Consumer Research, vol. 33, pp. 286 - 288
2006
Gregory G; Karavdic M, 2005, 'Integrating e-commerce into existing marketing theories: a contingency model.', Journal of Marketing Theory, vol. 5, pp. 75 - 104, http://dx.doi.org/10.1177/1470593105049602
2005
Peterson M; Gregory G; Munch J, 2005, 'Comparing US and European perspectives on B2B repair service quality for mission-critical equipment', International Marketing Review, vol. 22, pp. 353 - 368, http://dx.doi.org/10.1108/02651330510602240
2005
Gregory G; Massingham P, 2004, 'External Advisors & Firm Internationalziation: Developing Knowledge Links in the Asia-Pacific Region', Journal of International Business and Entrepreneurship Development, vol. 2, pp. 42 - 53, http://dx.doi.org/10.1504/jibed.2004.007852
2004
Gregory G; Davis T, 2003, 'Creating Diderot unities - quest for possibles selves?', Journal of Consumer Marketing, vol. 20, pp. 44 - 52, http://dx.doi.org/10.1108/07363760310456946
2003
Gregory G; Di Leo M, 2003, 'Repeated behaviour and environmental psychology: The role of personal involvement and habit formation in explaining water consumption', Journal of Applied Social Psychology, vol. 33, pp. 1261 - 1296, http://dx.doi.org/10.1111/j.1559-1816.2003.tb01949.x
2003
Gregory G; Harvie C; Lee H, 2002, 'Korean SMEs in the 21st Century: Strategies, Constraints and Performance in a Global Economy', Economic Papers, vol. 21, pp. 64 - 79, http://dx.doi.org/10.1111/j.1759-3441.2002.tb00324.x
2002
Gregory GD; Munch JM; Peterson M, 2002, 'Attitude functions in consumer research: Comparing value-attitude relations in individualist and collectivist cultures', Journal of Business Research, vol. 55, pp. 933 - 942, http://dx.doi.org/10.1016/S0148-2963(01)00213-2
2002
Gregory GD; Munch JM, 1997, 'Cultural values in international advertising: An examination of familial norms and roles in Mexico', Psychology and Marketing, vol. 14, pp. 99 - 119, http://dx.doi.org/10.1002/(SICI)1520-6793(199703)14:2<99::AID-MAR1>3.0.CO;2-I
1997
Gregory GD; Buckler B; Okonkwo P, 1996, 'Transferring Marketing Concepts to Sub-Saharan African Countries: An Adaptive Approach to Marketing Education', Journal of Transnational Management Development, vol. 1, pp. 55 - 77, http://dx.doi.org/10.1300/J130v01n04_04
1996
Gregory GD, 1995, 'Using a nursing performance information system', Nursing Management, vol. 26, pp. 74, http://dx.doi.org/10.1097/00006247-199507000-00012
1995
Conference Papers
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Gregory G; Thelen S; Lu L, 2019, 'Influence of Service Sensitivity and Country of Origin on Consequences of Offshore Service Sentiment', Buenos Aires Argentina, presented at AMA Global Marketing Special Interest Group (SIG) Conference, Buenos Aires Argentina, 20 May 2019 - 23 May 2019
2019
Gregory G; Tugiman N; Govind R, 2019, 'Differential Framing Effects from Valence and Time-Differentiated Message Request on Donation Behaviour', Rome, presented at 41st Annual ISMS Marketing Science Conference, Rome, 20 June 2019
2019
Tugiman N; Gregory G; Govind R, 2018, 'Framing Strategy and Donation Behaviour for Charity', Adelaide SA Australia, presented at ANZMAC, Adelaide SA Australia, 03 December 2018 - 05 December 2018
2018
Gregory G; Crawford H; Lu L; Ngo LV, 2018, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', in Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China, The International Advertising and Branding Conference, Wuxi, China, presented at The International Advertising and Branding Conference, Wuxi, China, -
2018
Lu L; Gregory G; Ngo LV, 2018, 'Determining Effective Communication Strategies for Service Offshoring Decisions', in Determining Effective Communication Strategies for Service Offshoring Decisions, AMA Global Marketing SIG Special Conference, Greece, presented at AMA Global Marketing SIG Special Conference, Greece, -
2018
Tugiman N; Gregory G, 2017, 'Message Framing and Engagement with Environmental Charities', in Robinson L; Brennan L; Reid M (eds.), Melbourne, VIC Australia, presented at ANZMAC, Melbourne, VIC Australia, 04 December 2017 - 06 December 2017
2017
Lu L; Gregory G; Ngo LV, 2017, 'Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism', in Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism, 2017 AMA Global Marketing SIG Conference, Havana, Cuba, presented at 2017 AMA Global Marketing SIG Conference, Havana, Cuba, -
2017
Gregory G; Crawford HJ, 2013, 'Evaluation of ad effectiveness by individual difference variables: A cross-cultural analysis', in Evaluation of ad effectiveness by individual difference variables: A cross-cultural analysis, 15th Cross Cultural Research Conference, Antigua, Guatemala, presented at 15th Cross Cultural Research Conference, Antigua, Guatemala, 08 December 2013 - 11 December 2013, http://www.asb.unsw.edu.au/schools/Pages/GaryGregory.aspx
2013
Miller R; Gregory G, 2012, 'The role of donor decision involvement in charity choice', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 7, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
2012
Miller R; Gregory G, 2011, 'The Silver Lining of Catastrophe - Conceptualising New Donor Acquisition Following a Natural Disaster', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 9, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Miller,%20Ryan%20Paper%20187.pdf
2011
Miller R; Gregory G, 2011, 'The Effect of Relief Appeals on Donations Following a Natural Disaster - Implications for Charity Fundraising', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 7, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Liu,%20Fang%20Paper%20622.pdf
2011
Gregory G; Winit W, 2009, 'Do consumers really pay more for their own country brand?: The impace of price and ethnocentrism on local brand preference.', in ANZMAC 2009 Conference Proceedings, Australia New Zealand Marketing Academy, Melbourne, Australia, presented at ANZMAC 2009 Conference, Melbourne, Australia, 30 November 2009 - 02 December 2009
2009
Crawford H; Gregory G, 2009, 'Humour in Advertising: Comparing Australia, the United States and the People`s Republic of China.', in Humour in Advertising: Comparing Australia, the United States and the People`s Republic of China., Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
2009
Crawford H; Gregory G; Munch JM; Gulas CL, 2009, 'Humor in Cross-Cultural Advertising: Comparing Australia, The United States and the People’s Republic of China', in Humor in Cross-Cultural Advertising: Comparing Australia, The United States and the People’s Republic of China, Brigham Young University, Puerto Vallarta, Mexico, presented at Cross Cultural Research, Puerto Vallarta, Mexico, 13 December 2009 - 16 December 2009, http://marketing.byu.edu/htmlpages/ccrs/proceedings09/HUMOR%20IN%20CROSSCULTURAL%20ADVERTISING.docx
2009
Gregory G; Winit W, 2009, 'Consolidating Consumer`s Expressions of National Identity and Global Openness-Related Measures in Thailand.', in Consolidating Consumer`s Expressions of National Identity and Global Openness-Related Measures in Thailand., Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
2009
Littrell RF; Gregory G; Alon I, 2009, 'Comparing Personal Values of Urban South Korean with Chinese: Modern Confucian Societies In Transition', in Comparing Personal Values of Urban South Korean with Chinese: Modern Confucian Societies In Transition, Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
2009
Crawford H; Gregory G, 2008, 'Scale validation issues in situations of minimal cultural difference', in ANZMAC 2008 Conference, ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
2008
Lu H; Uncles MD; Gregory G; Zhao L, 2008, 'Modelling Area Market Demand: A Case Study using Multiple Regressions and Multivariate Adaptive Regression Splines', in ANZMAC 2008 Conference, ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
2008
Winit W; Gregory G; Di Mascio R, 2008, 'For love of country: Consolidating ethnocentrism, patriotism and consumer openness measures in Thailand', in ANZMAC 2008 Conference, ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
2008
Crawford H; Gregory G, 2007, 'Humour in Cross-Cultural Advertising', in 49th Annual Meeting of the Academy of International Business, 49th Annual Meeting of the Academy of International Business, Indianapolis, Indiana, presented at 49th Annual Meeting of the Academy of International Business, Indianapolis, Indiana, 25 June 2007 - 28 June 2007
2007
Gregory G; Di Mascio R; Winit W, 2007, 'An Assessment and Improvement of the National Identity Scale (NATID); Evidence from Thailand', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
2007
Winit W; Gregory G, 2006, 'The Impact of National Ientity on Perceptions of brand Globalness and Brand Localness.', in 2006 AIB Southeast Asia Regional Conference: Global Vision and Local Competence, AIB Southeast Asia Regional Conference: Global Vision and Local Competence 2006, Bangkok, Thailand, presented at AIB Southeast Asia Regional Conference: Global Vision and Local Competence 2006, Bangkok, Thailand, 07 December 2006 - 09 December 2006
2006
Gregory G; Littrell RF, 2006, 'Sub-Saharan African Leadership: Evolution or Devolution.', in Leadership and management Studies in Sub-Sahara Africa, Leadership and management Studies in Sub-Sahara Africa, Stone Town, Zanzibar, presented at Leadership and management Studies in Sub-Sahara Africa, Stone Town, Zanzibar, 25 June 2006 - 28 June 2006
2006
Lu H; Uncles MD; Gregory G; Zhao L, 2006, 'Modelling Medo-Level Marketing Phenomena Using Geographically Weighted Regression.', in ANZMAC 2006 Conference, ANZMAC 2006 Conference, Brisbane, Qld, presented at ANZMAC 2006 Conference, Brisbane, Qld, 04 December 2006 - 06 December 2006
2006
Zhao L; Gregory G; Mann A; Uncles MD, 2005, 'Using GIS as a Decision Support Tool: The Case of Automobile Network Planning', in INFORMS 2005 Annual Meeting, INFORMS 2005 Annual Meeting, San Francisco, California USA, presented at INFORMS 2005 Annual Meeting, San Francisco, California USA, 13 November 2005 - 16 November 2005
2005
Lu H; Zhao L; Uncles MD; Gregory G, 2005, 'Forecasting Area Market Demand: The Case for Meso-Level Forecasting with Marketing and Urganisation Variables', in ANZMAC 2005 Conference, ANZMAC 2005 Conference, Fremantle, WA, presented at ANZMAC 2005 Conference, Fremantle, WA, 05 December 2005 - 07 December 2005
2005
Lu H; Zhao L; Gregory G; Uncles MD, 2005, 'Applying GIS for Area Market Demand Prediction - The framework for Areal-based Measurement Construction', in Applying GIS for Area Market Demand Prediction - The framework for Areal-based Measurement Construction, Australia New Zealand Marketing Educators Conference., presented at Australia New Zealand Marketing Educators Conference.
2005
Lu H; Uncles MD; Gregory G; Zhao L, 2005, 'Applying Decision-tree-based Data Selection Techniques for Area Market Demand Prediction', in INFORMS 2005 Annual Meeting, INFORMS 2005 Annual Meeting, San Francisco, California USA, presented at INFORMS 2005 Annual Meeting, San Francisco, California USA, 13 November 2005 - 16 November 2005
2005
Zhao L; Uncles MD; Gregory G; Lu H, 2005, 'GIS and Spatial Information in Business Decision Support: The Case of Automobile Service Network Planning', in 2005 International Conference on Services Systems and Services Management, Chongquing, China, pp. 1157 - 1161, presented at International Conference on Services Systems and Services Management 2005, Chongquing, China, 13 June 2005 - 15 June 2005, http://dx.doi.org/10.1109/ICSSSM.2005.1500179
2005
Davis T; Gregory G, 2001, 'The creation of new Diderot unities: A quest for possible selves?', in Broniarczyk SM; Nakamoto K (ed.), ADVANCES IN CONSUMER RESEARCH, VOLUME XXIX, ASSOC CONSUMER RESEARCH, AUSTIN, TEXAS, pp. 241 - 241, presented at 32nd Annual Conference of the Association-for-Consumer-Research (ACR), AUSTIN, TEXAS, 11 October 2001 - 14 October 2001, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000180515900071&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a29b250adbe88d1
2001
Gregory GD; Munch JM, 1995, 'Reconceptualizing individualism-collectivism in consumer behavior', in Corfman KP; Lynch JG (ed.), ADVANCES IN CONSUMER RESEARCH, VOL 23, ASSOC CONSUMER RESEARCH, MINNEAPOLIS, MN, pp. 104 - 110, presented at 23rd Annual Conference of the Association-for-Consumer-Research, MINNEAPOLIS, MN, 19 October 1995 - 22 October 1995, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:A1996BF97L00025&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a29b250adbe88d1
1995
Conference Abstracts
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Tugiman N; Gregory G; Govind R, 2019, 'Differential Framing Effects from Valence and Time-Differentiated Message Request on Donation Behaviour', in Prosocial Behavior Behavioral Track, INFORMS MARKETING SCIENCE – 2019, Rome, Italy: University of Roma Tre., presented at 41st Annual ISMS Marketing Science Conference, Rome, Italy: University of Roma Tre., 20 June 2019 - 22 June 2019, http://web-docs.stern.nyu.edu/marketing/Website/Marketing%20Science%20Program%20PDF.pdf
2019
Theses / Dissertations
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Miller RS, 2013, Making the First Move: Toward a better understanding of new donor decision within the charity sector., UNSW, UNSW
2013
Book Chapters
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Uncles MD; Zhao L; Gregory G, 2009, 'The Use of Online Market Analysis Systems to achieve Competitive Advantage', in Ohsawa Y; Yada K (ed.), Data Mining for Design and Marketing, edn. Chapman & Hall-CRC Data Mining and Knowledge Discovery Serie, Chapman and Hall/CRC Press, USA, pp. 35 - 56, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000267019100003&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a
2009
Karavdic M; Gregory G, 2007, 'Integrating E-Commerce into Existing Export Marketing Theories: A Contingency Model', in Maclaran P; Saren M; Tadajewski M (ed.), Marketing Theory, SAGE Publications, London
2007
Littrell RF; Gregory G, 2007, 'Sub-Saharan African Leadership: Evolution or Devolution', in Littrell RF; Rambruth P (ed.), Leadership and management Studies in Sub-Sahara Africa, edn. Original, pp. 237 - 275
2007
Karavdic M; Gregory G, 2001, 'Electronic Marketing Strategy and Exporting', in Rahman S; Bignal R (ed.), Internet Commerce and Software Agents, Idea Group Publishing, USA
2001
Books
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2007, ACR 2006, Borderless Consumption, Craig-Lees MA; Gregory G; Davis T, (eds.)
2007
Gregory G; Kotabe M; Peloso A; Noble G; Macarthur W; Neal C; Rige A; Helsen K, 2005, International Marketing. An Asia Pacific Focus., 1, John Wiley & Sons Australia Ltd, Milton, Queensland.
2005
Conference Proceedings (Editor of)
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Gregory G; Craig-Lees MA; Davis T, (eds.), 2006, 'ACR 2006, Borderless Consumption', Sydney, presented at 2011 Asia-Pacific Conference of the Association for Consumer Research, Sydney, 15 June 2006 - 16 June 2006
2006

Area of expertise
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Cross-cultural consumer behavior, advertising and messaging; internationalization of the firm; service offshoring, market entry strategies; branding for non-profits and charities.

Teaching
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Global and International Marketing