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Business & Economics
Dr Elaine Wallace
Dept. of Marketing
Room 322, St. Anthony's
T: Ext. 2603
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.
Brand Development and Brand Evaluation
Brand Champions, Advocates and Saboteurs
Innovation in Brand Building, particularly through Social Networks
Consumer Brand Relationships
|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
|(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]
|(2010)|| Creating Powerful Brands.
de Chernatony, L; McDonald, M; Wallace, E (2010) Creating Powerful Brands. Oxford: Butterworth-Heinemann. [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]
|(2001)|| Cases in Marketing.
Fleming, D; Wallace, E (Ed.). (2001) Cases in Marketing. Dublin: Mc-Graw Hill. [Details]
|(2014)|| Four Types of Facebook Fans.
Michael Hogan; Elaine Wallace (2014) Four Types of Facebook Fans. Blog [Details]
|(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]
Honours and Awards
|1993||Westinghouse Marketing Fellowship||Westinghouse Corporation|
|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||/|
|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||/|
|2008||University of Birmingham||PhD||Commerce (Branding)|
|1992||UCG||BACHELOR OF COMMERCE||Commerce|
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.
|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|
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
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)
|Term/Year||Module Title||Module Code||Subject / Desc|
|Semester 1 3BC/4BC, OA and EM||The Marketing of Services||MK 311||This module accepts the premise that services marketing is different, and explores marketing strategies for firms in the services sector. Assignments have included CKI activities for non-profit services, theory-driven problem based learning exercises and quizzes.|
|Semester 2/3rd and 4th BC, BAcc, DBS, OA and EM||Brand Management||MK 341||The module encompasses an introduction to brand management including: insights into consumer brand relationships; brand building strategies across industry sectors; and an exploration of alternative approaches to brand equity and valuation.|
|Semester I MSc Marketing||Services Marketing Theory||MK 567||The module builds on the theoretical framework of the GAPS model, addressing strategies for creating successful service firms. The module encompasses applied and theoretical assignments to offer real world insights into contemporary services theory.|
|Semester I/MSc Marketing||New Product Development and Innovation||MK 570||Draws on Innovation theory to explore how firms' network structures, creativity, tacit knowledge, and core competencies are harnessed to develop successful new products. The module has incorporated case study assignments and multi-disiplinary work to explore the integration and impact of marketing activities across Engineering and other business functions.|
|Semester II MSc Marketing||Strategic Brand Management||MK 566||The consumer based brand equity framework forms the theoretical underpinning of this module. Students learn about brand building through brand elements, secondary brand associations, pricing and distribution strategies, and integrated marketing communications. Assignments focus on the application of branding theory to 'real world' branding issues, working with SMEs, and through CKI activities.|
|Name||Description of Collaboration|
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.
|Name||Organisation / Institute||Country||Description of Collaboration|
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