Publications :Publication List (sourced via UOW Database)
Gordon, R., Zainuddin, N. & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing, 30 (1), 48-62.
Zainuddin, N., Tam, L. & McCosker, A. (2016). Serving yourself: value self-creation in health care service. Journal of Services Marketing, 30 (6), 586-600.
Zainuddin, N., Russell-Bennett, R. & Previte, J. (2013). The value of health and wellbeing: An empirical model of value creation in social marketing. European Journal of Marketing, 47 (9), 1504-1524.
Zainuddin, N., Dent, K. & Tam, W. (2017). Seek or destroy? Examining value creation and destruction in behaviour maintenance in social marketing. Journal of Marketing Management, 33 (5-6), 348-374.
Zainuddin, N., Previte, J. & Russell-Bennett, R. (2011). A social marketing approach to value creation in a Well-Women’s health service. Journal of Marketing Management, 27 (3-4), 361-385.
Current Positions:Senior Lecturer
Biography:Dr Zainuddin is an academic researcher, whose work is guided by the pursuit of societal betterment. She is a specialist in social and behaviour change research, who uses services marketing and social marketing theories and frameworks in addition to other approaches, to influence individuals, communities, structures and societies to bring about positive social change.
She is most well-known for her work in the area of value creation and destruction, examining how academics, managers, and organisations can create, communicate, and deliver value to citizens in order to facilitate desirable actions that provide positive individual as well as societal outcomes. She is also a mixed methodologist, drawing from a variety of qualitative and quantitative research techniques.
Dr Zainuddin is also known for providing significant and extensive service contributions to the research community. Recognising that a strong research environment affords its members opportunities to progress and develop, she has contributed towards a variety of service activities in order to help maintain a strong and collegial research environment. Some of her service contributions include: (1) Chair of the International Social Marketing Conference 2016, held in Wollongong Australia; (2) Academic Co-Chair of the World Social Marketing Conference 2015, held in Sydney Australia; (3) Guest Editor of two special issues for the Journal of Social Marketing; (4) Editorial Advisory Board Member for the Journal of Services Marketing; (5) Hub Lead of the New South Wales hub of the Australian Association of Social Marketing.
She also engages extensively with industry, having worked previously on research collaborations with the Australian Red Cross Blood Service and Queensland Health, BreastScreen Queensland, and sits on the review panel of the Princess Alexandra (PA) Hospital's PA Research Support Scheme.
In 2017, she commenced a Visiting Researcher position at the University of Glasgow, Adam Smith Business School.
Research Interests:Social and behaviour change.
Awards:Emerald Highly Commended Paper Award 2017