Anne-Maree O'Rourke

Dr Anne-Maree O'Rourke is a Senior Lecturer in the Marketing Discipline at the University of Queensland Business School, School of Business. She earned her Doctor of Philosophy from the University of Technology Sydney, Master of Business Administration from the Macquarie Graduate School of Management, and Bachelor of Commerce from the University of New South Wales. With over 12 years of industry experience in marketing, market research, and branding, she has collaborated with prominent organizations including Kimberly-Clark, Yahoo!, Telstra, FOXTEL, QSuper, and the Queensland Department of Transport and Main Roads. This practical expertise informs her teaching of Brand Management to undergraduate students and Fundamentals of Advertising to postgraduate students.

O'Rourke's research specializes in brand strategy and management—encompassing brand perceptions, celebrity endorsement, brand purpose, and luxury branding—and diversity, equity, and inclusion in the marketplace, including LGBT+ brands, plus-sized consumers, and racial stereotypes in service settings. Her publications appear in prestigious journals such as the Journal of the Academy of Marketing Science, Psychology & Marketing, Journal of Marketing Management, Journal of Product & Brand Management, and Australasian Marketing Journal. Notable works include "40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis" (2022, co-authored with Belli et al.), "Celebrity endorsement in the world of luxury fashion - when controversy can be beneficial" (2019, co-authored with Carrillat and Plourde), "Rainbows and laughter: how humor boosts e-Word-of-Mouth for LGBT+ brands on social media" (2025, co-authored with Belli, Mathmann, and Septianto), "Social dynamics of luxury customization: The unique impact of name personalization" (2025, co-authored with Lin, Sung, and Septianto), "Gratitude's impact: the positive influence of larger-sized female shoppers on online fashion retailer ratings" (2025, co-authored with Khan, Mathmann, and Wang), and "Innovation from inclusivity: the effect of team diversity on clean meat acceptance" (2025, co-authored with Jin, Arango, and Septianto). She earned the Runner Up Best Competitive Paper Award in Consumer Behavior at the Association of Consumer Research Asia Pacific (ACR-AP) 2024. Additionally, she regularly reviews for the European Journal of Marketing, Journal of Brand Management, and Journal of Advertising, and presents at international conferences including ACR-AP, European Marketing Academy Conference, and Global Marketing Conference.

Professional Email: a.orourke@business.uq.edu.au