Professor Valentyna Melnyk

Professor Valentyna Melnyk


Ph.D.  in Marketing, Tilburg University, the Netherlands (2005)

Masters in Environmental Management, VU University Amsterdam, the Netherlands (2001)

Masters in Business Economics (Cum Laude), Sumy State University, Ukraine (2000)

Business School
School of Marketing

Valentyna Melnyk (Ph.D., Tilburg University, the Netherlands) is Professor in Marketing and Deputy Head Research  for the School of Marketing at UNSW. 

Her research tackles novel, society- and/or managerially relevant problems in marketing in the domains of consumer behaviour, cross-cultural marketing, advertising, branding, as well as customer loyalty. Her expertise in different research methods allows her to investigate topics that would be hard to study with a conventional uni-method approach. For example, she investigated topics such as behavioral labeling, the effects of temperature on responses to emotional communication, consumer de-marketing and effects of loyalty programs termination on customer behavior. She uses experimental methods, field data and econometric techniques in her research to obtain actionable insights.

Her work has been published in several leading journals including Journal of Marketing,  International Journal of Marketing ResearchEuropean Journal of Marketing, Marketing Letters and Journal of Business Research. She won the prestigious international Emerald Literati Award for Excellence (for Outstanding Research).

She currently serves on the Editorial Board of the International Journal of Research in Marketing (IJRM) and reviews for other prestigious journals, including Journal of Marketing, Journal of Consumer Research, IJRMEuropean Journal of Marketing.


Quad 3047
  • Journal articles | 2023
    Melnyk V, 2023, 'Behavioral Labeling: Prompting Consumer Behavior through Activity Tags', Journal of Marketing,
    Journal articles | 2023
    Roberts JH; Uncles M; van Heerde HJ; Melnyk V; Dong MC, 2023, 'Marketing at UNSW Sydney: Building Marketing Capability in Australasia', Customer Needs and Solutions, 10,
    Journal articles | 2022
    Belli A; O’Rourke AM; Carrillat FA; Pupovac L; Melnyk V; Napolova E, 2022, '40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis', Journal of the Academy of Marketing Science, 50, pp. 147 - 173,
    Journal articles | 2022
    Bruno P; Melnyk V; Murray KB, 2022, 'The temperature dimension of emotions', European Journal of Marketing, 56, pp. 2172 - 2215,
    Journal articles | 2022
    Melnyk V; Carrillat FA; Melnyk V, 2022, 'The Influence of Social Norms on Consumer Behavior: A Meta-Analysis', Journal of Marketing, 86, pp. 98 - 120,
    Journal articles | 2021
    Dodds S; Jaud DA; Melnyk V, 2021, 'Enhancing Consumer Well-Being and Behavior with Spiritual and Fantasy Advertising', Journal of Advertising, 50, pp. 354 - 371,
    Journal articles | 2021
    Klein K; Melnyk V; Völckner F, 2021, 'Effects of background music on evaluations of visual images', Psychology and Marketing, 38, pp. 2240 - 2246,
    Journal articles | 2020
    Jaud DA; Melnyk V, 2020, 'The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency', Journal of Retailing and Consumer Services, 53,
    Journal articles | 2018
    Holdershaw J; Melnyk V; Gendall P; Wright M, 2018, 'Predicting behaviour: comparing the performance of factual versus attitudinal approaches', International Journal of Social Research Methodology, 21, pp. 439 - 452,
    Journal articles | 2017
    Bruno P; Melnyk V; Völckner F, 2017, 'Temperature and emotions: Effects of physical temperature on responses to emotional advertising', International Journal of Research in Marketing, 34, pp. 302 - 320,
    Journal articles | 2017
    Lepthien A; Papies D; Clement M; Melnyk V, 2017, 'The ugly side of customer management – Consumer reactions to firm-initiated contract terminations', International Journal of Research in Marketing, 34, pp. 829 - 850,
    Journal articles | 2016
    Hess AC; Melnyk V, 2016, 'Pink or blue? The impact of gender cues on brand perceptions', European Journal of Marketing, 50, pp. 1550 - 1574,
    Journal articles | 2016
    Klein K; Melnyk V, 2016, 'Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products', Marketing Letters, 27, pp. 131 - 142,
    Journal articles | 2016
    Nishio T; Larke R; van Heerde H; Melnyk V, 2016, 'Analysing the motivations of Japanese international sports-fan tourists', European Sport Management Quarterly, 16, pp. 487 - 501,
    Journal articles | 2016
    van der Lans R; van Everdingen Y; Melnyk V, 2016, 'What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions', International Journal of Research in Marketing, 33, pp. 924 - 943,
    Journal articles | 2015
    Melnyk V; Bijmolt T, 2015, 'The effects of introducing and terminating loyalty programs', European Journal of Marketing, 49, pp. 398 - 419,
    Journal articles | 2014
    Melnyk V; Giarratana M; Torres A, 2014, 'Marking your trade: Cultural factors in the prolongation of trademarks', Journal of Business Research, 67, pp. 478 - 485,
    Journal articles | 2014
    Melnyk V, 2014, 'Resisting temptation: Gender differences in customer loyalty in the presence of a more attractive alternative', Australasian Marketing Journal, 22, pp. 335 - 341,
    Journal articles | 2012
    Bruno P; Melnyk V; Völckner F, 2012, 'Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals', Advances in Consumer Research, 40, pp. 651 - 652
    Journal articles | 2012
    Hess A; Melnyk V; Costley C, 2012, 'Brand perception: Influence of gender cues on dimensions of warmth and competence', Advances in Consumer Research, 40, pp. 856 - 857
    Journal articles | 2012
    Melnyk V; Klein K; Völckner F, 2012, 'The double-edged sword of foreign brand names for companies from emerging countries', Journal of Marketing, 76, pp. 21 - 37,
    Journal articles | 2012
    Melnyk V; van Osselaer SMJ, 2012, 'Make me special: Gender differences in consumers' responses to loyalty programs', Marketing Letters, 23, pp. 545 - 559,
    Journal articles | 2011
    Melnyk V, 2011, 'Recent trends in research and practice of customer loyalty and loyalty programs', Actual Problems of Economics, 125, pp. 415 - 420
    Journal articles | 2009
    Melnyk V; Van Osselaer SMJ; Bijmolt THA, 2009, 'Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers', Journal of Marketing, 73, pp. 82 - 96,

Valentyna Melnyk won two prestigious external grants from German Research Foundation (DFG).

Both are highly competitive research grants on the topic of “Marketing of Hedonic Media Products in the Context of Digital Social Media,” (# 1452) sponsored by German Research Foundation. 

 2014:  1.5 million EURO (around 2.4 million AUD)

2017:  2.5 million EURO (around 4.0 million AUD). We have received this second grant due to the extremely positive feedback on our research output from the first grant.

She acts as both an International Research Fellow as well as junior staff mentor on the grant. She is collaborating with colleagues from the University of Hamburg, the University of Münster, the University of Cologne, and the Kühne Logistics University.

She has also attracted a number of smaller internal contestable research funds.



Finalist for the Sheth Foundation Best Paper Award for 2022, Journal of the Academy of Marketing Science


Research Excellence Award (Level E), Business School, UNSW



Research Highly Commended Excellence Award, UNSW


Invited Guest Speaker to Monash University Research Camp in Marketing, Feb 9-10, Monash University, Australia

Invited presentation to WU Vienna University of Economics and Business (Austria)


Finalist for 2017 International Journal of Research in Marketing (IJRM) Best Article Award

International Fellow on German Research Foundation (DFG) Research Unit Grant #1452 “Marketing of Hedonic Media Products in the Age of Digital Social Media.” I am an International Research Fellow as well as mentor of junior staff on the grant.


Keynote Speaker to the Research Group on Social Media and Marketing, July 14, University of Hamburg, Germany.

Invited presentation to University of Zurich, June 27-30, Switzerland

Invited presentation to UTS Business School, Feb 20-25, UTS, Australia

Invited Guest Speaker to Monash University Research Camp in Marketing, Feb 9-10, Monash University, Australia



Emerald Literati Award for Excellence (in the Outstanding Research category) for “Effects of Introducing and Terminating a Loyalty Program: The Role of Monetary and Non-Monetary Rewards,” European Journal of Marketing

Keynote Speaker to the Research Group on Social Media and Marketing, July 21, University of Hamburg, Germany

Invited Guest Speaker to University of Queensland Business School’s Marketing Summit, May 19-20, Brisbane, Australia

Finalist for Massey University Students’ Association Lecturer of the Year (LOTY) award (2013-2016)









Best Paper Award in Buyer Behaviour track for “The ‘Mystery effect’: The Effectiveness of Fantasy Themes on Food Labels,  co-authored by David Jaud, Valentyna Melnyk, and Jan Landwehr, Australian & New Zealand Marketing Academy, Sydney, Nov 30-Dec 2

Invited Guest Speaker to Monash University Inaugural Research Camp in Marketing, Feb 25-27, Monash University, Australia

Invited presentation to Goethe University Frankfurt (Germany)



Winner of the Research Translation Competition Award, for academic research with best practical implications for companies, Massey Business School

Selected as nr. 1 of the Scholarly Insights into Branding for Marketers and Academics, by the American Marketing Association (AMA) and the Marketing Science Institute, Oct. 2014 for “The Double-edged Sword of Foreign Brand Names for Companies from Emerging Countries,” Journal of Marketing

Invited Guest Speaker to WU University, Vienna, Austria, research camp, June 23

Best Paper Award for “The Battle of the Sexes: How Gender Stereotypes Influences Brand Perception,” International Conference on Behavioural, Cognitive & Psychological Science, London, UK



Best Overall Conference Paper Award (out of over 400 papers) and

Best Paper Award in Marketing and Communications Track for “The Temperature Crossover in Advertising – How Physical Temperature Influences Consumers’ Emotional Responses to Advertising,” Australian & New Zealand Marketing Academy, Auckland, December 2-6

Scientific Award 2013 of the German Marketing Association (Wissenschaftspreis des Deutschen Marketing-Verbandes) for the best doctoral thesis for my PhD student Dr Kristina Klein (co-supervised with Prof Völckner)


Finalist for the 2011 Donald R. Lehmann Award, American Marketing Association. This award is given each year to the best dissertation-based research paper published in the Journal of Marketing or the Journal of Marketing Research, during the two years prior to the year of award. Both journals are in the top-3 journals in marketing, which makes this award one of the most prestigious awards world-wide



Invited member of Australian National University (ANU) Research Camp


Finalist for the SAP-PIM Marketing Science for the best dissertation award. This annual award is for the best dissertation written in Marketing at leading universities in the Netherlands and Belgium. My thesis “Creating Effective loyalty programs Knowing what (Wo-) Men Want” (defended on December 19th, 2005) was one of the three finalists among a set of over fifty dissertations in marketing and related disciplines

My Teaching

UNSW (2018- present)

  • Consumer Behaviour (undergraduate students)
  • Advanced Consumer Behaviour (PhD Seminar)
  • Marketing Communication and Promotion (postgraduate students)
  • Experimental Methodology (PhD seminar)


Massey University (2013 – 2018):

  • Consumer Behaviour (undergraduate students)
  • Advanced Consumer Behaviour (postgraduate students)
  • Advanced Marketing Theory and Models (postgraduate students)


Waikato Management School (2006-2013):

  • International Marketing seminars (postgraduate students)
  • Consumer Behaviour (undergraduate students)
  • Advanced Advertising Strategy seminars (postgraduate students)


VU University, Amsterdam (2005-2006):

  • Consumer Marketing (postgraduate students)