Menu Close

Jessica Vredenburg

Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology

Dr. Jessica Vredenburg is a Senior Lecturer of Marketing at Auckland University of Technology in New Zealand. She completed her PhD in Marketing at the University of Melbourne, Australia in 2014. She also has a background in Sport Psychology and Kinesiology completing her Master of Science in Sport Psychology and Bachelor of Science in Kinesiology, both from the University of Calgary, in her native Canada.

Based on her diverse background, Jessica’s research interests and projects focus on contemporary branding issues (e.g., brand activism and cancel culture), service and relationship marketing (e.g., service automation and retail theatre), and strategic sports marketing and sponsorship. She had published in top academic journals and is a member of the Editorial Review Board for the Journal of Public Policy & Marketing.

Jessica also brings industry experience working previously as a Marketing Manager for Lululemon Athletica, and comments regularly for marketing-related stories in the media.


  • –present
    Senior Lecturer (Assistant Professor) in Marketing, Auckland University of Technology


  • 2014 
    University of Melbourne, PhD


  • 2023
    From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity, Journal of Brand Management
  • 2023
    Hygiene theater: an important risk reduction signal for the future of retailing, International Journal of Retail & Distribution Management
  • 2022
    Athlete-Brand Relationships in the Era of ‘Cancel Culture', Strategic Sport Marketing: Global Inquires
  • 2022
    Strategic B2B brand activism: Building conscientious purpose for social impact, Industrial Marketing Management
  • 2022
    Consumer Activism and Social Movements, The Routledge Companion to Marketing and Society
  • 2021
    Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm, Journal of Macromarketing
  • 2020
    Brands Taking a Stand: Authentic Brand Activism or Woke Washing?, Journal of Public Policy & Marketing
  • 2018
    What Did Ryan Lochte Do? The Double-Edged Sword of Endorsers Behaving Badly, International Journal of Sports Marketing and Sponsorship
  • 2017
    A Multi-stakeholder IMC Framework for Networked Brand Identity, European Journal of Marketing
  • 2014
    Variability in Health Care Services: The Role of Service Employee Flexibility, Australasian Marketing Journal

Grants and Contracts

  • 2022
    Insight Development Grant
    Funding Source:
    Social Sciences and Humanities Research Council of Canada

Professional Memberships

  • Member of the Editorial Review Board for the Journal of Public Policy & Marketing