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Dr Elaine Wallace

Contact Details

Senior Lecturer
Dept. of Marketing
Room 322, St. Anthony's
NUI Galway
T: Ext. 2603
E: elaine.wallace@nuigalway.ie

Biography

Elaine is a Senior Lecturer in the Marketing Discipline. Elaine is also Associate Director of the Whitaker Institute, NUI Galway, and a joint Cluster Leader of the Performance Management research cluster. She is also Associate Head of Research at the J. E. Cairnes School of Business & Economics. Elaine previously served as Vice Dean for Development and Promotion, and Associate Head of Development and Promotion.

Elaine joined NUI Galway in July 2000, having worked in marketing, brand/product management roles in companies such as Siemens Limited, Unilever, SmithKline Beecham and Boots Healthcare. She completed a PhD at the University of Birmingham, UK, on service employee performance and brand building.

Her research interests and expertise lie in the areas of branding, brands and social media, consumer and employee behaviour, and performance management. Elaine has published her research in scientific journals such as the European Journal of Marketing, the Journal of Business Research, the Journal of Advertising Research, the Journal of Business Ethics, the Journal of Services Marketing, the Service Industries Journal and the Journal of Brand Management.

Elaine has also been an invited speaker and is a regular presenter at national and international conferences including EMAC, the Academy of Marketing Conference, Frontiers in Services, and the Thought Leaders International Conference in Brand Management. Her research is, in part, supported by funding from Enterprise Ireland, the Irish Research Council, and the NUI Galway Millennium Fund. She is also an international member of the Grupo de Investigación GENERES at the University of Zaragoza, Spain.  She has also worked with her PhD students to achieve success in applying for Irish Research Council funding.

Elaine is an invited Editorial Review Board member, for the Journal of Product and Brand Management, and was an Editorial Team member for a special issue of the Journal of Business Research. She is a member of the Academy of Marketing and the European Academy of Marketing (EMAC), and was elected EMAC's National Representative for Ireland (2013-2016). She has also served on conference organising teams, and organised conferences internationally and at NUI Galway.

Elaine is also co-author of the textbook ‘Creating Powerful Brands’ (4th Edition) with Professors Leslie de Chernatony and Malcolm McDonald. Her research has led to the development of two teaching modules in the area of Branding, at undergraduate and MSc levels. Her research expertise has also informed her other teaching in the areas of Marketing Management and Services Marketing, in undergraduate, postgraduate, and Executive MBA modules.

Elaine has also worked with companies on their marketing and branding strategies, and has co-hosted a Masterclass for business leaders on 'Growing Brands through a Recession' at NUI Galway.

Elaine is External Examiner at the University of East Anglia, UK, and has served as PhD Examiner at the University of Zaragoza, Spain.

Research Interests

Branding
Consumer Behaviour
Employee Behaviour
Social Media

Research Projects

Project	Start Date	End Date
SBE RESEARCH INCENTIVE FUND	01-JUL-18	30-JUN-28
EI ERC Coordinator Support	09-SEP-15	09-MAY-17
Brand building in Banking
Employee Sabotage in public service orgs	21-AUG-15	21-MAY-16
IRCHSS RESEARCH DEV ST 2 - E WALLACE	08-DEC-08	30-SEP-09
MF 58 2005 M ELAINE WALLACE	22-SEP-05	22-SEP-06
MF2002 MF31 02 M ELAINE WALLACE	13-JAN-03	12-JAN-06

Peer Reviewed Journals

	Year	Publication
	(2021)	'Hiding Instagram Likes: effects on negative affect and loneliness' Wallace, E,Buil, I (2021) 'Hiding Instagram Likes: effects on negative affect and loneliness'. Personality And Individual Differences, [Details]
	(2020)	''Consuming good' on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?' Wallace, E,Buil, I,de Chernatony, L (2020) ''Consuming good' on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?'. Journal Of Business Ethics, 162 (3):577-592 [DOI] [ARAN Link] [Details]
	(2020)	'Facebook and luxury fashion brands: self-congruent posts and purchase intentions' Wallace, E.; Buil, I.; Catalán, S. (2020) 'Facebook and luxury fashion brands: self-congruent posts and purchase intentions'. Journal of Fashion Marketing and Management, [ARAN Link] [Details]
	(2019)	'Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity' Catalan, S,Martinez, E,Wallace, E (2019) 'Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity'. Journal Of Product And Brand Management, 28 :502-514 [DOI] [Details]
	(2019)	'The role of flow for mobile advergaming effectiveness' Catalan, S,Martinez, E,Wallace, E (2019) 'The role of flow for mobile advergaming effectiveness'. Online Information Review, 43 :1228-1244 [DOI] [Details]
	(2019)	'Investigating components and causes of sabotage by academics using collective intelligence analysis' Wallace, E., Hogan, M., Noone, C., & Groarke, J. (2019) 'Investigating components and causes of sabotage by academics using collective intelligence analysis'. Studies In Higher Education, 44 (12):2113-2131 [Details]
	(2018)	'Improving consumers’ willingness to pay with social media activities' Torres, P.; Augusto, M.; Wallace, E. (2018) 'Improving consumers’ willingness to pay with social media activities'. Journal Of Services Marketing, 32 (7):880-896 [Details]
	(2017)	'When does liking a charity lead to donation behaviour? Exploring conspicuous donation behaviour on social media platforms' Wallace, E,Buil, I,de Chernatony, L (2017) 'When does liking a charity lead to donation behaviour? Exploring conspicuous donation behaviour on social media platforms'. European Journal Of Marketing, 51 :2002-2029 [DOI] [Details]
	(2017)	'Consumers' self-congruence with a Liked brand Cognitive network influence and brand outcomes' Wallace, E,Buil, I,de Chernatony, L (2017) 'Consumers' self-congruence with a Liked brand Cognitive network influence and brand outcomes'. European Journal Of Marketing, 51 :367-390 [DOI] [Details]
	(2015)	'Brand tribalism and self-expressive brands: social influences and brand outcomes' Ruane, L,Wallace, E (2015) 'Brand tribalism and self-expressive brands: social influences and brand outcomes'. Journal Of Product And Brand Management, 24 :333-348 [DOI] [ARAN Link] [Details]
	(2014)	'Consumer Engagement with Self-expressive Brands: Brand Love and WOM Outcomes' Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie (2014) 'Consumer Engagement with Self-expressive Brands: Brand Love and WOM Outcomes'. Journal Of Product & Brand Management, 23 (1):33-42 [Details]
	(2014)	'Who “Likes” You…and Why? A typology of Facebook Fans' Wallace, E., Buil, I., de Chernatony, L. and Hogan, M. (2014) 'Who “Likes” You…and Why? A typology of Facebook Fans'. Journal Of Advertising Research, 54 (1):92-109 [ARAN Link] [Details]
	(2013)	'Generation Y Females Online: Insights from Brand Narratives' Ruane, L. and Wallace, E. (2013) 'Generation Y Females Online: Insights from Brand Narratives'. Qualitative Market Research, 16 (3):315-335 [DOI] [Details]
	(2013)	'Building bank brands: How leadership behavior influences employee commitment' Wallace, E;de Chernatony, L;Buil, I (2013) 'Building bank brands: How leadership behavior influences employee commitment'. Journal of Business Research, 66 :165-171 [DOI] [Details]
	(2013)	'Thought Leadership in Brand Management' Merrilees, Bill, Wallace, Elaine, Buil, Isabel, de Chernatony, Leslie (2013) 'Thought Leadership in Brand Management'. Journal of Business Research, 66 (2):145-147 [DOI] [Details]
	(2013)	'Brand Orientation and Brand Values in Retail Banking' Wallace, E., Buil, I., de Chernatony, L. (2013) 'Brand Orientation and Brand Values in Retail Banking'. Journal of Marketing Management, 29 (9/10):1007-1029 [Details]
	(2013)	'Service employee clusters in banking: exploring Ind’s typology considering behaviour, commitment and attitude about leadership' Wallace, E.; de Chernatony, L.; Buil, I. (2013) 'Service employee clusters in banking: exploring Ind’s typology considering behaviour, commitment and attitude about leadership'. European Journal Of Marketing, 47 (11/12):1781-1803 [DOI] [Details]
	(2012)	'Facebook Friendship and Brand Advocacy' Wallace, E; Buil, I; de Chernatony, L (2012) 'Facebook Friendship and Brand Advocacy'. Journal of Brand Management, 20 (2):128-146 [DOI] [Details]
	(2011)	'How Leadership and Commitment Influence Bank Employees' Adoption of their Bank's Values' Wallace, E;de Chernatony, L;Buil, I (2011) 'How Leadership and Commitment Influence Bank Employees' Adoption of their Bank's Values'. Journal Of Business Ethics, 101 :397-414 [DOI] [Details]
	(2011)	'The influence of culture and market orientation on services brands: insights from Irish banking and retail firms' Wallace, E,de Chernatony, L (2011) 'The influence of culture and market orientation on services brands: insights from Irish banking and retail firms'. Journal Of Services Marketing, 25 :475-488 [DOI] [Details]
	(2011)	'Within-Role, Extra-Role and Anti-Role Behaviours in Retail Banking' Wallace, E; de Chernatony, L and Buil, I (2011) 'Within-Role, Extra-Role and Anti-Role Behaviours in Retail Banking'. International Journal of Bank Marketing, 29 (6):470-488 [DOI] [Details]
	(2009)	'Exploring Brand Sabotage in Retail Banking' Wallace, E; de Chernatony, L (2009) 'Exploring Brand Sabotage in Retail Banking'. Journal Of Product & Brand Management, 18 (3):198-211 [DOI] [Details]
	(2009)	'Service Employee Performance: Its Components and Antecedents' Wallace, E.; de Chernatony L (2009) 'Service Employee Performance: Its Components and Antecedents'. Journal Of Relationship Marketing, 8 (2):82-102 [DOI] [Details]
	(2008)	'Classifying, identifying and managing the service brand saboteur' Wallace, E,de Chernatony, L (2008) 'Classifying, identifying and managing the service brand saboteur'. Service Industries Journal, 28 :151-165 [DOI] [Details]
	(2007)	'Exploring Managers' views about Brand Saboteurs' Wallace, E; de Chernatony, L (2007) 'Exploring Managers' views about Brand Saboteurs'. Journal of Marketing Management, 23 (1-2):91-105 [DOI] [Details]

Books

	Year	Publication
	(2010)	Creating Powerful Brands. de Chernatony, L; McDonald, M; Wallace, E (2010) Creating Powerful Brands. Oxford: Butterworth-Heinemann. [Details]

Conference Publications

	Year	Publication
	(2020)	*Frontiers in Service Conference (paper accepted, conference postponed until 2021)* Wallace, E.; Coughlan, J. (2020) A COR perspective on Burnout and CWBs among Generation Z FLEs Frontiers in Service Conference (paper accepted, conference postponed until 2021) [Details]
	(2018)	*EMAC 2018* Catalan, S., Martinez, E., and Wallace, E. (2018) The Role of Flow for Mobile Advergaming Effectiveness EMAC 2018 , 29-MAY-18 - 01-JUN-18 [Details]
	(2018)	*EMAC 2018* Wallace, E,Buil, I,de Chernatony, L (2018) A typology of Facebook 'Consumers' of charity brands EMAC 2018 , 29-MAY-18 - 01-JUN-18 [Details]
	(2018)	*International Conference of Research in Advertising (ICORIA), Valencia, Spain* Catalan, S., Martinez, E., and Wallace, E. (2018) Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity International Conference of Research in Advertising (ICORIA), Valencia, Spain [Details]
	(2017)	*Academy of Marketing Conference, Hull* Wallace, E., Buil, I. and de Chernatony, L. (2017) Conspicuous consumption on Facebook and its relationship with prosocial and unethical behaviour Academy of Marketing Conference, Hull [Details]
	(2014)	*EMAC - European Marketing Academy* Wallace, Elaine, Buil, Isabel, de Chernatony, Leslie (2014) Brands and the Virtual Self: Network effects on self-congruent 'Likes' and brand outcomes EMAC - European Marketing Academy [Details]
	(2012)	*Academy of Marketing* Ruane, L. and Wallace, E. (2012) Male Generation Y Consumers' Fashion Brand Consumption Academy of Marketing [Details]
	(2012)	*EMAC - European Marketing Academy* McGinty, S. and Wallace, E. (2012) Does Network Structure influence Consumer Relationships with Self-Expressive Brands? EMAC - European Marketing Academy [Details]
	(2012)	*EMAC - European Marketing Academy* Wallace, E., Buil, I and de Chernatony, L. (2012) Do self-expressive brands create greater brand love and brand advocacy? EMAC - European Marketing Academy [Details]
	(2011)	*Thought Leaders International Conference on Brand Management* Wallace, E; de Chernatony, L; Buil, I (2011) Building Bank Brands: How leadership style influences Branch Employee Commitment Thought Leaders International Conference on Brand Management Università della Svizzera Italiana (USI) Lugano, Switzerland, , 10-MAR-11 - 12-MAR-11 [Details]
	(2011)	*Academy of Marketing Science World Congress* Ruane, L; Wallace, E (2011) Generation Y and brand loyalty Academy of Marketing Science World Congress Riems, France, [Details]
	(2011)	*Academy of Marketing Conference* Ruane, L; Wallace, E (2011) Brand Tribalism, Brand Loyalty and Generation Y Academy of Marketing Conference [Details]
	(2010)	*EMAC - European Marketing Academy* Wallace, E; de Chernatony, L; Buil, I (2010) Segmenting Brand Building Employees: a profile of front-line employees in the Irish services sector EMAC - European Marketing Academy Copenhagen Business School, Denmark, , 01-JUN-10 - 04-JUN-10 [Details]
	(2010)	*Thought Leaders International Conference on Brand Management* Wallace, E; de Chernatony, L (2010) Strategic thrust or strapline mentality? The role and implementation of the brand in retail banking Thought Leaders International Conference on Brand Management Università della Svizzera Italiana (USI) Lugano, Switzerland, , 18-APR-10 - 20-APR-10 [Details]
	(2010)	*Academy of Marketing Conference* Ruane, L; Wallace, E (2010) Contrasting Perspectives of Brand Equity Academy of Marketing Conference Coventry University Business School, , 06-JUL-10 - 09-JUL-10 [Details]
	(2009)	*Thought Leaders International Conference in Brand Management* Wallace, E; de Chernatony, L (2009) Creating and implementing brand values in Irish service firms Thought Leaders International Conference in Brand Management Athens, Greece, , 06-APR-09 - 07-APR-09 [Details]
	(2009)	*EdTech Conference* Wallace, E; Gormley, P (2009) Creating brand managers using group wikis EdTech Conference Dublin, , 20-MAY-10 - 21-FEB-10 [Details]
	(2008)	*Frontiers in Service Conference* Wallace, E; de Chernatony, L (2008) Service Employee Performance: its components and antecedents Frontiers in Service Conference Robert H. Smith School of Business, University of Maryland, USA, , 02-OCT-08 - 05-OCT-08 [Details]
	(2008)	*Academy of Marketing SIG* Wallace, E; de Chernatony, L (2008) Components of Service Employee Performance Academy of Marketing SIG Birmingham Business School, University of Birmingham, , 15-APR-08 - 15-FEB-08 [Details]
	(2006)	*Thought Leaders International Conference on Brand Management* Wallace, E; de Chernatony, L (2006) Identifying and Managing the Brand Saboteur Thought Leaders International Conference on Brand Management Birmingham Business School, University of Birmingham, , 28-MAR-06 - 29-MAR-06 [Details]
	(2003)	*Irish Academy of Management* Wallace, E; de Chernatony, L (2003) The human factors affecting brand performance Irish Academy of Management Smurfit Business School, University College Dublin, , 02-SEP-03 - 03-SEP-03 [Details]
	(2003)	*UCC Research Colloquium* Wallace, E; de Chernatony, L (2003) Brand Saboteur or Champion? The human factors affecting brand performance UCC Research Colloquium University College Cork, , 28-APR-03 - 29-APR-03 [Details]

Edited Books

	Year	Publication
	(2001)	Cases in Marketing. Fleming, D; Wallace, E (Ed.). (2001) Cases in Marketing Cases in Marketing. Dublin: Mc-Graw Hill. [Details]

Conference Contributions

	Year	Publication
	(2014)	EMAC, Elaine Wallace (2014) National Representative for the Conference in Ireland. [Program Committee], EMAC, Valencia, Spain , 03-JUN-14 - 06-JUN-14. [Details]
	(2013)	EMAC, Elaine Wallace (2013) Elected National Representative for EMAC for Ireland. [Conference Organising Committee Member], EMAC, Istanbul (2013) , 01-JAN-13 - 31-JUL-15. [Details]
	(2011)	Thought Leaders International Conference on Brand Management, Wallace, E. (2011) Industry workshop facilitator. [Other], Thought Leaders International Conference on Brand Management, Università della Svizzera Italiana (USI) Lugano, Switzerland , 10-MAR-11 - 12-MAR-11. [Details]
	(2011)	Thought Leaders International Conference on Brand Management, Wallace, E (2011) Steering Committee Member. [Conference Organising Committee Member], Thought Leaders International Conference on Brand Management, Università della Svizzera Italiana (USI) Lugano, Switzerland , 10-MAR-11 - 12-FEB-11. [Details]
	(2011)	Thought Leaders International Conference on Brand Management, Wallace, E. (2011) Expert Panelist for Doctoral Colloquium. [Chaired Session], Thought Leaders International Conference on Brand Management, Università della Svizzera Italiana (USI) Lugano, Switzerland , 10-MAR-11 - 12-MAR-12. [Details]
	(2011)	Thought Leaders International Conference on Brand Management, Wallace, E. (2011) Session Chair. [Chaired Session], Thought Leaders International Conference on Brand Management, Università della Svizzera Italiana (USI) Lugano, Switzerland , 10-MAR-11 - 12-MAR-11. [Details]
	(2008)	Thought Leaders International Conference on Brand Management, Wallace, E. (2008) Session Chair. [Chaired Session], Thought Leaders International Conference on Brand Management, Birmingham University Business School, University of Birmingham , 15-APR-08 - 15-APR-08. [Details]

Blog

	Year	Publication
	(2020)	Investigating components and causes of sabotage by academics using collective intelligence analysis. Wallace, E.; Hogan, M.; Noone, C.; Groarke, J. (2020) Investigating components and causes of sabotage by academics using collective intelligence analysis. London: Blog [Details]
	(2018)	Sabotage in Academia: understanding the nature and causes of sabotage in academia. Wallace, E., Hogan, M., Noone, C. and Groarke, J. (2018) Sabotage in Academia: understanding the nature and causes of sabotage in academia. Blog [Details]
	(2014)	Four Types of Facebook Fans. Michael Hogan; Elaine Wallace (2014) Four Types of Facebook Fans. Blog [Details]

Case

	Year	Publication
	(2007)	Shellfish de la Mer: Leading Exporters of Irish Crab Meat. Wallace, E. (2007) Shellfish de la Mer: Leading Exporters of Irish Crab Meat. Case [Details]
	(2007)	Centra-Researching Customer Attitudes and Loyalty. Wallace, E (2007) Centra-Researching Customer Attitudes and Loyalty. Case [Details]
	(2003)	Memorex Telex - Assessing Staff Attitudes to Increase the Effectiveness of the CRM Database. Wallace, E (2003) Memorex Telex - Assessing Staff Attitudes to Increase the Effectiveness of the CRM Database. Case [Details]

Editorial

	Year	Publication
	(2013)	Introduction: thought leadership in brand management. Merrilees, B,Wallace, E,Buil, I,de Chernatony, L,Guest, D (2013) Introduction: thought leadership in brand management. Editorial [DOI] [Details]

Honours and Awards

	Year	Title	Awarding Body
	2016	Highly Commended Paper - Emerald Literati Outstanding Paper Awards for Excellence	Emerald Literati Awards for Excellence
	1993	Westinghouse Marketing Fellowship	Westinghouse Corporation

Professional Associations

Association	Function	From / To
EMAC (European Marketing Academy)	Member	/
Academy of Marketing UK	Member	/
Marketing Institute of Ireland (MII)	Graduate Member	/

Committees

Committee	Function	From / To
Associate Head of Research (2020- )	Associate Head of Research	03-FEB-20 /
Marketing Discipline GRC	Member	/
Vice Dean/Associate Head of Development and Promotion (2009-2011)	Associate Head (2009-2011)	/
School Executive (2009-2011) (2020 - )	Associate Head of Research	03-FEB-20 /
Graduate Research Committee (GRC) Marketing Discipline	Member (ongoing)	/
EMAC Conferences 2013-2016	National Representative for Ireland	/
Joint Cluster Leader - Performance Management Cluster, Whittaker Institute	Joint Cluster Leader	/
School Health and Safety Committee	Member	/
School Research committee	Member (2005-2010)	/
Thought Leaders International Conference on Brand Management	Steering Committee Member/Mentor/PhD Doctoral Colloquium panelist	/
CELT - Wiki Champion	Tester of Wiki Technologies for use in problem based learning	/
Working Paper Series coordinator	Coordinator	/

Education

	Year	Institution	Qualification	Subject
	2008	University of Birmingham	PhD	Commerce (Branding)

Outreach Activities

	Description
	Brand Development with SEMRU to develop brand identity for sustainable fish consumption - with MSc Marketing students
	CKI Initiative with Helping Hands Children's Cancer Charity to rebrand the organisation - with MBS marketing students
	CKI Initiative with Alan Kerins Project to develop services marketing plan - with 3BC services marketing students.

Community Engagement

Title	Type	From / To
Outreach	Strategic Marketing	29-JAN-20 / 12-MAR-20
Outreach	CKI Initiative with Helping Hands Children's Cancer Charity - Rebranding	04-JAN-10 / 22-MAR-13
Outreach	CKI - GOAL Strategic Branding	14-JAN-20 / 31-MAR-20
Outreach	Brand Development with SEMRU to develop brand identity for sustainable fish consumption - with MSc M	/
Outreach	CKI Initiative with Alan Kerins Project to develop services marketing plan -	/

Reviews

	Journal	Role
	Journal Of Product & Brand Management	Editoral Board
	Journal Of Advertising Research	Reviewer
	Journal of Business Research	Editor
	Journal of Service Research	Reviewer
	European Journal Of Marketing	Reviewer
	Journal of Marketing Management	Reviewer
	Journal of Business Research	Reviewer
	Service Industries Journal	Reviewer

Other Activities

	Description
	Reviewer for Oxford University Press (Books).

Teaching Interests

Brands and Brand Management
Services Marketing
Marketing Strategy
Product Development and Innovation
Consumer Behaviour
Performance Management
Social Networks and Social Media

Modules Taught

Term/Year	Module Title	Module Code	Subject / Desc
Semester 1 2020/21	Marketing for Executives	MK5124	MBA
Semester II 2019/20	Strategic Marketing	MK517	MBA
Semester 1 2020/21	The Marketing of Services	MK311	Final year B. Comm.
Semester 1 2020/21	Services Marketing	MK5117	MSc
Semester II 2019/20	Strategic Brand Management	MK566	MSc

Internal Collaborators

	Name	Description of Collaboration
	Dr Michael Hogan

External Collaborators

Name	Organisation / Institute	Country
Dr Isabel Buil	University of Zaragoza	SPAIN
Professor Eva Martinez	University of Zaragoza	SPAIN
Professor Leslie de Chernatony	Aston University Business School	UNITED KINGDOM
Professor Bill Merrilees	Griffith University	AUSTRALIA
Professor Pedro Torres	University of Coimbra	PORTUGAL
Professor Mario Augusto	University of Coimbra	PORTUGAL
Sara Catalan	University of Zaragoza	SPAIN
Professor Joe Coughlan	Maynooth University	IRELAND