Professor Valentyna Melnyk

Professor Valentyna Melnyk

Professor

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 a...

E-mail
v.melnyk@unsw.edu.au
Location
Quad 3047

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.

 

2023

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

2022

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

2021

 

Research Highly Commended Excellence Award, UNSW

2019

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)

2018

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.

2017

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

2016

 

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)

2015

 

 

 

 

 

 

 

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)

2014

 

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

2013

 

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)

2011

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

2008,2010,

2012

Invited member of Australian National University (ANU) Research Camp

2006

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

  • 2023

    2022

    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

  • 2023

    2021

     

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

    Research Highly Commended Excellence Award, UNSW

  • 2023

    2019

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

    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)

  • 2023

    2018

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

    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.

  • 2023

    2017

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

    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

  • 2023

    2016

     

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

    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)

  • 2023

    2015

     

     

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

    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)

  • 2023

    2014

     

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

    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

  • 2023

    2013

     

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

    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)

  • 2023

    2011

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

    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

  • 2023

    2008,2010,

    2012

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

    Invited member of Australian National University (ANU) Research Camp

  • 2023

    2006

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

    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)