Dr Elaine Wallace


Contact Details

Associate Director
Whitaker Institute

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, social media, and performance and innovation.  

To date, Elaine has published her research in high ranked 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 presented her work at leading 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 Enterprise Ireland, by the Irish Research Council 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).  

Elaine is also co-author of ‘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 has also informed her other teaching in the areas of Marketing Management and Services Marketing, in her undergraduate, postgraduate, and Executive MBA modules.

 

Research Interests

Brand Champions, Advocates and Saboteurs
Social Media, Consumer Behaviour and Branding
Consumer and Employee Brand Relationships
Services Marketing 
Service Employee Performance
 

Research Projects

  Project Start Date End Date
EI ERC Coordinator Support 09-SEP-15 09-MAY-17
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
(2017) 'When does ‘Liking’ a charity lead to donation behaviour? Exploring Conspicuous Donation Behaviour on Social Media Platforms'
Wallace, E., Buil, I. and 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, [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) '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 :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
(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) 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]

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
(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 /
Marketing Institute of Ireland (MII) Graduate Member /

Committees

  Committee Function From / To
Graduate Research Committee (GRC) Marketing Discipline Member (ongoing) /
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)

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 CKI Initiative with Helping Hands Children's Cancer Charity - Rebranding 04-JAN-10 / 22-MAR-13
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

Teaching Interests

Brands and Brand Management 
Services Marketing 
Products and Innovation 
Consumer Behaviour
Social Networks. 

Modules Taught

  Term/Year Module Title Module Code Subject / Desc
Semester I 2016/17 Marketing Management MK 2100 Core B. Comm module for 2BC
Semester II 2016/17 Brand Management MK 5110 Postgraduate Module for MSc Marketing
Semester II 2016/17 Brand Management MK 341 Elective (280 students) final year B. Comm
Semester 1 2016/17 Services Marketing MK 311 Elective (210 students)
Semester I 2016/17 Services Marketing MK 5117 Postgraduate module for MSc Marketing
Semester II 2016/17 Markets and Marketing MK 519 EMBA module

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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