• Dr. Sharon Schembri

    Professor of International Marketing

    Head of MSc International Business

    SKEMA Business School

    Raleigh, US campus

     

    Personal Profile Summary

    • Experienced researcher and published author focused on the consumer's experience of goods, services and particular brands

    • Animated and professional international presenter

    • Knowledge and practical expertise extends across the fields of business, marketing, and research

    • Research focus includes impoverished consumers, food consumption, health care services, public policy, brands, branding and brand strategy

    • PhD research investigated the question of quality in healthcare from the patient perspective

    • Published in Journal of Consumer Affairs, Journal of Business Research, Psychology & Marketing, Marketing Theory, Journal of Marketing Management, Consumption, Markets & Culture, Arts and the Market, and Journal of Customer Behaviour as well as others

  • Selected publications

    Schembri, S. (forthcoming), "Food, poverty and health: The lived experience for SNAP recipients," Journal of Social Marketing

     

     

     

    Ulusoy, E. and Schembri, S. (2018), “Subcultural as learning context: Subcultural music consumption as language, channel, and learning journey,” Consumption, Markets, and Culture, 21, 3, 239-254

    Schembri, S. and Tichbon, J. (2017) "Digital consumers as cultural curators: The irony of Vaporwave", Arts and the Market, 7, 2, 191-212.

     

    Schembri, S. and Ghaddar, S. (2018), "The Affordable Care Act, the Medicaid coverage gap, and Hispanic consumers: A phenomenology of Obamacare," Journal of Consumer Affairs, 52, 1, 138-165

    Schembri, S. and Latimer, L. (2016). Online brand communities: constructing and co-constructing brand culture. Journal of Marketing Management, 1-24.

    Schembri, S. and Boyle, M. (2012), “Visual ethnography:

    Achieving rigorous and authentic interpretations,” Journal of Business Research, 66, 1251-1254.

    Schembri, S. (2009), “Reframing brand experience: The experimental meaning of Harley-Davidson,” Journal of Business Research, 62, 12, 1299-1310.

    Marketing Theory

    Schembri, S. and Sandberg, J. (2011), “The experiential meaning of service quality,” Marketing Theory, 11, 2, 165-186.

     

    Schembri, S. (2006), “Rationalizing service logic or understanding services as experience?” Marketing Theory, 6, 381-392.

     

    Schembri, S. and Sandberg, J. (2002), “Service quality and the consumers’ experience: Towards an interpretive approach,” Marketing Theory, 2, 2 189-205.

     

     

     

     

    Schembri, S. and Kristiansen, S. and Merrilees, B. (2010), “Brand consumption and narrative of the self,” Psychology & Marketing, 27, 6, 623-638.

     

    Cooper, H., Schembri, S. and Miller, D. (2010), “Brand-self identity narratives in the James Bond Movies,” Psychology & Marketing, 27, 6, 557-567.

     

     

     

    Pride, Ferrell, Schembri, et al. (forthcoming), Marketing Principles (4th edn) Cengage Learning: Melbourne Australia.

     

    Pride, Ferrell, Schembri, et al. (2017), Marketing Principles (3rd edn) Cengage Learning: Melbourne Australia.

     

    Pride, Ferrell, Schembri, et al. (2014), Marketing Principles (2nd edn) Cengage Learning: Melbourne Australia.

     

    Pride, Ferrell, Schembri, et al. (2012), Marketing Principles (1st edn) Cengage Learning: Melbourne Australia.

     

     

     

  • My Blog posts...

    ...a work-in-progress...!

  • EXPERIENCE

    SKEMA Business School, Raleigh campus, USA

    Professor of International Marketing

    Head of MSc International Business

    2019-present

     

     

     

     

     

    Cengage Learning

    Author

    2009 - Present

     

    Coauthored with Pride and Ferrell, this Marketing Principles textbook has been published across 1st, 2nd, and 3rd editions, with the 4th edition currently underway. Targeted to Asia-Pacific, this book is designed as the ideal alternative to mainstream options.

    Associate Professor

    PhD Program Director

    Vackar College of Business and Entrepreneurship

    Department of Marketing

    Jan 2013 - Aug 2019

     

     

     

    Lecturer (tenured)

    Griffith Business School

    Department of Marketing

    2003 - 2011

     

     

     

     

     

     

    The University of Queensland

    Phd Candidate

    1999 - 2003

  • SKILLS

    Experienced academic researcher, published author, and professional speaker

    Qualitative Market Research

    • Phenomenology
    • Phenomenography
    • Hermeneutics
    • Narrative analysis
    • Semiotics

    Business strategy

    • Marketing strategy
    • Branding strategy
    • Product strategy
    • Strategic planning
    • Marketing plans
    • Market analysis
    • Positioning analysis
    • Brand evaluation

     

    Ethnography

    Teaching

    Undergraduate

    • Marketing principles
    • Consumer behavior
    • Brand strategy
    • Services marketing
    • Entrepreneurship
    • Healthcare Hospitality
    • Business and culture
    • International marketing
    • Marketing strategy

    Postgraduate

    • Research methods
    • Marketing management
    • Consumer behavior
    • Services strategy
    • Brand strategy
    • Healthcare marketing
    • International marketing strategy 
  • EDUCATION

     

     

    The University of Queensland

    PhD Management 1999 – 2005

     

     

    Thesis title: "Consumer understanding of professional service quality: A study of General Practice medicine"

    ABSTRACT
    This thesis investigates professional service quality from the consumer’s view, specifically in the context of General Practice (GP) medicine. Using a phenomenographic reseach design that included a combination of observation and interviewing, this work addressed the question of how consumer’s experience of GP service quality. The findings identified three qualitatively different ways of understanding professional service quality: i) GP service quality as being told what to do in a caring manner; ii) GP service quality as being given the opportunity to express issues and concerns; iii) GP service quality as engaging with the doctor in a dialogue. Published papers from this research can be found in the critical marketing journal, Marketing Theory.

     

     

    The University of Queensland

    BBus (Hons I) Marketing 1998 – 1999

     

     

    Thesis title: "Ethical frameworks and the medical service encounter"

     

     

    Griffith University

    Certificate in Research Higher supervision 2006

     

     

    Describe your studies, involvements, and accomplishments at this school.

  • CONTACT ME

    Get in touch with me if you would like to collaborate.

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