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Jacqueline Burgess

Lecturer in International Business, University of the Sunshine Coast

Jacqueline's research focuses on narrative brands, which includes video games, television and movie series that exist as both creative works and products with consumer expectations borne out of a deep emotional attachment. Jacqueline’s research sits in that creative-commercial intersection and explores the consequences of consumer expectations and attachments. She has a particular interest in the marketing and brand management of video games and also explores the emotional attachments consumers develop to human and other digital media brands.


  • –present
    Associate Lecturer in International Business, University of the Sunshine Coast


  • 2020 
    Curtin Universitiy, Graduation Certificate in Tertiary Teaching
  • 2019 
    University of the Sunshine Coast, PhD (Marketing)
  • 2015 
    University of the Sunshine Coast , Bachelor of Business (Honours)
  • 2014 
    University of the Sunshine Coast , Bachelor of Arts/Bachelor of Business


  • 2021
    In a story-driven game, if the ending sucks it can ruin the whole franchise”: evaluating a narrative brand’s crisis recovery, Leisure/Loisir
  • 2021
    Exploring emergent co-creative narrative in a strategy video game brand, Journal of Media Business Studies
  • 2021
    A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands, International Journal on Media Management
  • 2021
    The Female Video Game Player-Character Persona and Emotional Attachment, Persona Studies
  • 2021
    Developing professional networks: the missing link to graduate employability, Education + Training
  • 2021
    Exploring lack of closure as a brand transgression, Journal of Consumer Marketing
  • 2020
    Exploring the forced closure of a brand community that is also a participatory culture, European Journal of Marketing
  • 2020
    The effect of a brand transgression on a politician’s brand resonance: the case of Kevin Rudd, Journal of Political Marketing
  • 2020
    “I Harbour Strong Feelings for Tali Despite Her Being a Fictional Character”: Investigating Videogame Players’ Emotional Attachments to Non-Player Characters, Game Studies
  • 2018
    Media fans’ alignment with branding: A rich and under-explored research domain, Journal of New Business Ideas & Trends
  • 2018
    “Is It Too Much to Ask That We’re Allowed to Win the Game?”: Character Attachment and Agency in the Mass Effect 3 Ending Controversy, Bulletin of Science, Technology & Society
  • 2017
    Flow and Pokémon GO: The Contribution of Game Level, Playing Alone, and Nostalgia to the Flow State, e-Journal of Social & Behavioural Research in Business
  • 2014
    An examination of the four factors of brand resonance and their theoretical application to video games, The Journal of New Business Ideas & Trends

Professional Memberships

  • Digital Games Research Association (DIGRA)
  • Higher Education Research and Development Society of Australasia (HERDSA)
  • Australian & New Zealand Marketing Academy

Research Areas

  • Marketing (1505)
  • Communication And Media Studies (2001)