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
 
researcher

Biography

Elaine is a Senior Lecturer in the Marketing Discipline.  Elaine is Associate Director of the Whitaker Institute, NUI Galway, and a joint cluster leader of the Performance Management cluster.                            

Elaine joined the National University of Ireland Galway in July 2000, having worked for a number of years in marketing and brand/product management roles in companies such as Siemens Limited, Unilever, SmithKline Beecham and Boots Healthcare. She completed her PhD, titled ‘Service Employee Performance and Brand Building’ at the University of Birmingham, UK.  Her research is in the areas of branding, consumer and employee behaviour, services marketing, performance, and innovation.  

To date, Elaine has published her research in high ranked journals such as the European Journal of Marketing, the Journal of Advertising Research, Journal of Marketing Management, the Journal of Business Ethics, the Journal of Services Marketing, the Service Industries Journal and the Journal of Brand Management. She is also co-author of ‘Creating Powerful Brands’ (4th Edition) with Professors Leslie de Chernatony and Malcolm McDonald.   Elaine has also presented her work at leading international conferences including EMAC, Frontiers in Services, and the Thought Leaders International Conference in Brand Management. 

In ongoing research on internal branding, she has explored the role of the front line employee as brand builder, and identified antecedents to brand sabotage in 'job for life' environments.  She is working with Dr Mike Hogan (NUI Galway School of Psychology) on further sabotage research.  

Prior to this, she has explored the influence of leadership and commitment on employees' brand adoption and sabotage in retail banking.  Her work was published in international peer-reviewed journals, and adopted in management interaction sessions at the Universita della Svizzera italiana, Switzerland, and in a 'Growing Brands through Recession' Masterclass for business leaders at NUI Galway. 

In other research, she is investigating the influence of social networks on consumer brand relationships and brand innovation.  She is currently examining the influence of the network structure (tie strength and homophily) on consumers' use of self-expressive brands, brand engagement and consumer advocacy (word of mouth, brand acceptance and brand forgiveness).
  She is also collaborating with colleagues at Lehigh University, USA to examine changes in network structure for SMEs engaging in social media marketing activities.  

Elaine is also working on a large-scale European project to investigate brand building in the Banking sector, in a research collaboration with Aston University (UK) and the University of Zaragoza (Spain).  

Her research is, in part, supported by Enterprise Ireland, by the Irish Research Council for the Humanities and Social Sciences (IRCHSS) and by the NUI Galway Millennium Fund.  She has also worked with graduate students to achieve 100% success in applying for IRC funding for PhD study, and is a mentor for IRC applicants within the J. E. Cairnes School of Business & Economics.

Elaine is an Editorial Team member for a special issue of the Journal of Business Research on Brand Management, with Professor Bill Merrilees of Griffith University, Australia.  She is also an invited member of the Editorial Review Board for the Journal of Product and Brand Management, with Editors Cleopatra Veloutsou (University of Glasgow) and Francisco Guzman (University of North Texas).  

She is the National Representative for EMAC in Ireland (2013 - 2016).  She is also a member of the steering committee for the Thought Leaders International Conference in Brand Management at the Università della Svizzera italiana.  
She is a member of EMAC and a graduate member of the Marketing Institute of Ireland. 
 

Research Interests

Brand Development and Brand Evaluation

Brand Champions, Advocates and Saboteurs

Services Branding

Innovation in Brand Building, particularly through Social Networks 

Consumer Brand Relationships
 

Research Projects

  Project Start Date End Date
Brand building in Banking
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
(2015) 'Brand Tribalism and Self-Expressive Brands: social influences and brand outcomes'
Ruane, Lorna and Wallace, Elaine (2015) 'Brand Tribalism and Self-Expressive Brands: social influences and brand outcomes'. Journal Of Product & Brand Management, 24 (4):333-348 [DOI] [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]
(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]
(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]
(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) '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]
(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) '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]
(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 (7):475-488 [DOI] [Details]
(2011) 'How leadership and commitment influence bank employees' adoption of their brand values'
Wallace, Elaine, de Chernatony, Leslie, Buil, Isabel (2011) 'How leadership and commitment influence bank employees' adoption of their brand values'. Journal Of Business Ethics, 101 (3):397-414 [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'
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
(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) Academy of Marketing Conference
Ruane, L; Wallace, E (2011) Brand Tribalism, Brand Loyalty and Generation Y Academy of Marketing Conference [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) 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]
(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) 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]
(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]
(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) 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]
(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]

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]

Blog

  Year Publication
(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
1993 Westinghouse Marketing Fellowship Westinghouse Corporation

Professional Associations

  Association Function From / To
EMAC National Representative for Ireland 01-JAN-13 / 31-DEC-15
EMAC (European Marketing Academy) Member /
Marketing Institute of Ireland (MII) Graduate Member /

Committees

  Committee Function From / To
Joint Cluster Leader - Performance Management Cluster, Whittaker Institute Joint Cluster Leader /
Assurance of Learning for AACSB accreditation Champion /
EMAC Conferences 2013-2015 National Representative for Ireland /
Marketing Discipline GRC Member /
Thought Leaders International Conference on Brand Management Steering Committee Member/Mentor/PhD Doctoral Colloquium panelist /
Research committee Member (2005-2010) /
CELT - Wiki Champion Tester of Wiki Technologies for use in problem based learning /
Development and Promotion Associate Head (2009-2011) /
Working Paper Series coordinator Coordinator /

Education

  Year Institution Qualification Subject
2008 University of Birmingham PhD Commerce (Branding)
1993 UCG Masters Marketing
1992 UCG BACHELOR OF COMMERCE Commerce

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.

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

Teaching Interests

Currently:

Second Year Bachelor of Commerce: Marketing Management

Third/Fourth Year Bachelor of Commerce:
Brand Management and Services Marketing 

MSc. Marketing: Brand Management and Services Marketing 
 
Former Teaching: 

Services Marketing (Part-time Bachelor of Commerce, Blended Learning)
 
Consumer Behaviour (2nd year Bachelor of Commerce and part-time Bachelor of Commerce)
 
Introduction to Marketing (1st year Bachelor of Commerce)

Internal Collaborators

  Name Description of Collaboration
Internal Collaborators
Dr Michael Hogan, Psychology - research collaboration exploring the influence of personality traits on consumer/employee behaviour and on their brand relationships.Dr Colm O'Riordan, Information Technology - research collaboration exploring network structure, branding, and consumer brand relationships.

External Collaborators

  Name Organisation / Institute Country Description of Collaboration
External Collaborators
Professor Leslie de Chernatony, Honorary Professor of Brand Marketing, Aston University Professor Malcolm McDonald, Emeritus Professor Cranfield Management School, Cranfield University Professor Eva Martinez, Department of Marketing and Management, University of Zaragoza, Spain Dr Isabel Buil, Assistant Professor, Department of Marketing and Management, University of Zaragoza, SpainProfessor Bill Merrilees, Griffith Business School, Griffith University, Australia Professor Cathy Ridings, Business Information Systems, Lehigh University, USA  Dr Cleopatra Veloutsou, Senior Lecturer in Marketing, Adam Smith Business School, University of Glasgow, UK  

Head of Marketing

Dr Christine Domegan

Contact Marketing

t:+353 91 492546

e: marketing@nuigalway.ie

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