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About NUI Galway
About NUI Galway
Since 1845, NUI Galway has been sharing the highest quality teaching and research with Ireland and the world. Find out what makes our University so special – from our distinguished history to the latest news and campus developments.
Colleges & Schools
Colleges & Schools
NUI Galway has earned international recognition as a research-led university with a commitment to top quality teaching across a rang of key areas of expertise.
Business & Industry
Guiding Breakthrough Research at NUI Galway
We explore and facilitate commercial opportunities for the research community at NUI Galway, as well as facilitating industry partnership.
- Alumni, Friends & Supporters
At NUI Galway, we believe that the best learning takes place when you apply what you learn in a real world context. That's why many of our courses include work placements or community projects.
Dr Elaine Wallace
Elaine joined the National University of Ireland Galway in July 2000, having worked for a number of years in marketing and 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, and innovation.
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).
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 a joint cluster leader of the Performance Management cluster at the Whitaker Institute, NUI Galway.
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: Brand building in Banking ( GENERES)
Start/End Dates: /
Project: IRCHSS RESEARCH DEV ST 2 - E WALLACE ( RCS258)
Start/End Dates: 08-DEC-08 / 30-SEP-09
Project: MF 58 2005 M ELAINE WALLACE ( RM5058)
Start/End Dates: 22-SEP-05 / 22-SEP-06
Project: MF2002 MF31 02 M ELAINE WALLACE ( RM2031)
Start/End Dates: 13-JAN-03 / 12-JAN-06
|de Chernatony, L; McDonald, M; Wallace, E (2010) Creating Powerful Brands. Oxford: Butterworth-Heinemann. [Details]|
|Fleming, D; Wallace, E (Ed.). (2001) Cases in Marketing. Dublin: Mc-Graw Hill. [Details]|
Peer Reviewed Journals
|Ruane, Lorna and Wallace, Elaine (2015) 'Brand Tribalism and Self-Expressive Brands: social influences and brand outcomes'. Journal Of Product & Brand Management, 24 (4). [Details]|
|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). [ARAN Link] [Details]|
|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]|
|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]|
|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]|
|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]|
|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]|
|Ruane, L. and Wallace, E. (2013) 'Generation Y Females Online: Insights from Brand Narratives'. Qualitative Market Research, 16 (3):315-335. [DOI] [Details]|
|Wallace, E; Buil, I; de Chernatony, L (2012) 'Facebook Friendship and Brand Advocacy'. Journal of Brand Management, 20 (2):128-146. [DOI] [Details]|
|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]|
|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]|
|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]|
|Wallace, E; de Chernatony, L (2009) 'Exploring Brand Sabotage in Retail Banking'. Journal Of Product & Brand Management, 18 (3):198-211. [DOI] [Details]|
|de Chernatony L (2009) 'Service Employee Performance: Its Components and Antecedents'. Journal Of Relationship Marketing, 8 (2):82-102. [DOI] [Details]|
|Wallace, E,de Chernatony, L (2008) 'Classifying, identifying and managing the service brand saboteur'. Service Industries Journal, 28 :151-165. [DOI] [Details]|
|Wallace, E; de Chernatony, L (2007) 'Exploring Managers' views about Brand Saboteurs'. Journal of Marketing Management, 23 (1-2):91-105. [DOI] [Details]|
|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]|
|Ruane, L. and Wallace, E. (2012) Male Generation Y Consumers' Fashion Brand Consumption Academy of Marketing [Details]|
|McGinty, S. and Wallace, E. (2012) Does Network Structure influence Consumer Relationships with Self-Expressive Brands? EMAC - European Marketing Academy [Details]|
|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]|
|Ruane, L; Wallace, E (2011) Brand Tribalism, Brand Loyalty and Generation Y Academy of Marketing Conference [Details]|
|Ruane, L; Wallace, E (2011) Generation Y and brand loyalty Academy of Marketing Science World Congress Riems, France, [Details]|
|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]|
|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]|
|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]|
|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]|
|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]|
|Wallace, E; Gormley, P (2009) Creating brand managers using group wikis EdTech Conference Dublin, , 20-MAY-10 - 21-FEB-10 [Details]|
|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]|
|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]|
|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]|
|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]|
|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]|
|Michael Hogan; Elaine Wallace (2014) Four Types of Facebook Fans. Blog [Details]|
|Wallace, E. (2007) Shellfish de la Mer: Leading Exporters of Irish Crab Meat. Case [Details]|
|Wallace, E (2007) Centra-Researching Customer Attitudes and Loyalty. Case [Details]|
|Wallace, E (2003) Memorex Telex - Assessing Staff Attitudes to Increase the Effectiveness of the CRM Database. Case [Details]|
|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: 1993.
Title: Westinghouse Marketing Fellowship
|Association: EMAC , Function/Role: National Representative for Ireland|
|Association: EMAC (European Marketing Academy), Function/Role: Member|
|Association: Marketing Institute of Ireland (MII), Function/Role: Graduate Member|
|Elaine Wallace (2014) National Representative for the Conference in Ireland. [Program Committee], EMAC, Valencia, Spain , 03-JUN-14 - 06-JUN-14.|
|Elaine Wallace (2013) Elected National Representative for EMAC for Ireland. [Conference Organising Committee Member], EMAC, Istanbul (2013) , 01-JAN-13 - 31-JUL-15.|
|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.|
|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.|
|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.|
|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.|
|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.|
|Committee : Joint Cluster Leader - Performance Management Cluster, Whittaker Institute|
|Committee : Assurance of Learning for AACSB accreditation|
|Committee : EMAC Conferences 2013-2015|
|Committee : Marketing Discipline GRC|
|Committee : Thought Leaders International Conference on Brand Management|
|Committee : Research committee|
|Committee : CELT - Wiki Champion|
|Committee : Development and Promotion|
|Committee : Working Paper Series coordinator|
| Year 2008 Institution: University of Birmingham
Qualification: PhD Subject: Commerce (Branding)
| Year 1993 Institution: UCG
Qualification: Masters Subject: Marketing
| Year 1992 Institution: UCG
Qualification: BACHELOR OF COMMERCE Subject: Commerce
Brand Development with SEMRU to develop brand identity for sustainable fish consumption - with MSc M
CKI Initiative with Helping Hands Children's Cancer Charity - Rebranding
CKI Initiative with Alan Kerins Project to develop services marketing plan -
|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.|
Strategic Brand Management
Services Marketing Theory
New Product Development and Innovation
| Lorna Ruane, PhD awarded, (Viva February 2014):
This thesis explored Generation Y consumers' brand relationships with Fashion Brands, and incorporated Narrative Analysis (20 participants) and Structural Equation Modeling of a large sample (N=675) of Generation Y consumers. The study explored the liminalities of fashion from the viewpoint of Generation Y, explored consumer brand relationships with fashion brands, and tested a structural model that incorporated consumer traits (self esteem, susceptibility to interpersonal influence, tribalism, and fashion consciousness), brand beliefs (self-expressive brands, price sensitivity and value consciousness) and brand relationship outcomes (loyalty, brand love, word of mouth) to provide new insights into consumers' insights with brands. The study revealed the role of social network influence on brand choice, the relationship between value, price and fashion consciousness, and new insights into the concept of brand tribalism. Applications for theory and practice were provided.
MSc (Marketing) Dissertation Supervision (all completed, 2013):
Ruairi Cluskey: A study of the role of brand community within the music industry, and its role in crowdsourcing.
Ciaran Groarke: A study of customer satisfaction in the services sector, drawing on the Servuction model.
Fahran Kahn: An exploration into the advantages and disadvantages of Gaming for the consumer.
Graham O'Sullivan: An examination of the role of the social network in the services sector.
|Semester 1 3BC/4BC, OA and EM 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.: The Marketing of Services|
|Semester 2/3rd and 4th BC, BAcc, DBS, OA and EM 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.: Brand Management|
|Semester I MSc Marketing 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.: Services Marketing Theory|
|Semester I/MSc Marketing 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.: New Product Development and Innovation|
|Semester II MSc Marketing 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.: Strategic Brand Management|
| 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.
| 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, Spain
Professor 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