Anne-Maree O'Rourke

Anne-Maree O'Rourke is a Senior Lecturer in Marketing at the UQ Business School and holds a PhD (University of Technology Sydney), a Master of Business Administration (Macquarie Graduate School of Management) and a Bachelor of Commerce (University of New South Wales). She currently teaches Brand Management to undergraduate students and Fundamentals of Advertising to postgraduate students. She is the Academic Mentor of Newish - UQ's student-led marketing agency. Anne-Maree brings over 12 years of management and consulting experience in marketing, market research and branding into both her teaching and research, having worked with a vast range of commercial brands and government entities including Kimberly-Clark, Yahoo!, Telstra, FOXTEL, QSuper and The Department of Transport and Main Roads (QLD State Gov.) Her primary research interests lie in two areas: 1) Brand strategy and management (e.g., brand perceptions, celebrity endorsement, brand purpose, luxury branding) and 2. Diversity, equity and inclusion (DEI) in the marketplace (e.g., LGBT+ brands, plus-sized consumers, racial stereotypes in service settings). Her research has been published in the Journal of the Academy of Marketing Science, the European Journal of Marketing, Journal of Marketing Management, the Journal of Product and Brand Management and Psychology and Marketing. In addition, her work has been presented at international marketing conferences such as the Association of Consumer Research Asia Pacific (ACR-AP), the European Marketing Academy Conference and the Global Marketing Conference. She received the Runner Up Best Competitive Paper Award in Consumer Behavior at ACR-AP 2024. Anne-Maree sits on the Editorial Review Board of the European Journal of Marketing. Brand strategy and management (e.g., brand perceptions, celebrity endorsement, brand purpose, luxury branding) and Diversity, equity and inclusion (DEI) in the marketplace (e.g., LGBT+ brands, plus-sized consumers, racial stereotypes in service settings)

[2025] The effect of assessment and mixed emotions on willingness to try clean meat. Thomas, Tabitha S., Septianto, Felix, O’Rourke, Anne-Maree and Mathmann, Frank (2025). The effect of assessment and mixed emotions on willingness to try clean meat. Journal of Strategic Marketing, 1-16. doi: 10.1080/0965254x.2025.2601980 [2025] Gratitude's impact: the positive influence of larger-sized female shoppers on online fashion retailer ratings. O'rourke, Anne-Maree, Khan, Hiba, Mathmann, Frank and Wang, Shasha (2025). Gratitude's impact: the positive influence of larger-sized female shoppers on online fashion retailer ratings. European Journal of Marketing, 59 (13), 535-570. doi: 10.1108/EJM-01-2024-0003 [2025] The role of emotional plot in driving product placement effectiveness. Kim, Joohee, O’R