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 Research Director 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 like 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 | 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, vol. 50, pp. 147 - 173,
    Journal articles | 2022
    Bruno P; Melnyk V; Murray KB, 2022, 'The temperature dimension of emotions', European Journal of Marketing, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 33, pp. 924 - 943,
    Journal articles | 2015
    Melnyk V; Bijmolt T, 2015, 'The effects of introducing and terminating loyalty programs', European Journal of Marketing, vol. 49, pp. 398 - 419,
    Journal articles | 2014
    Melnyk V, 2014, 'Resisting temptation: Gender differences in customer loyalty in the presence of a more attractive alternative', Australasian Marketing Journal, vol. 22, pp. 335 - 341,
    Journal articles | 2014
    Melnyk V; Giarratana M; Torres A, 2014, 'Marking your trade: Cultural factors in the prolongation of trademarks', Journal of Business Research, vol. 67, pp. 478 - 485,
    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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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 2017 International Journal of Research in Marketing (IJRM) Best Article Award;



Emerald Literati Award for Excellence (in the Outstanding Research category) 

Finalist for Albany 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.



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

American Marketing Association (AMA) and Marketing Science Institute (Prof Keller, Dartmouth College) has listed Melnyk et al 2012 publication in the Journal of Marketing as number one of the Scholarly Insights into Branding for Marketers and Academics.


Best Paper Award for “The battle of the Sexes: How Gender Stereotypes Influences Brand Perception,” International Conference on Behavioural, Cognitive & Psychological Science, London, UK; November 19.




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.


Finalist for the 2011 Donald R. Lehmann Award, American Marketing Association


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 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)