Frank Alpert

Dr Frank ALPERT

Contact

Positions Held

Associate Professor of Marketing

Academic Qualifications

Memberships

• Australian and New Zealand Marketing Academy
• Australian Marketing Institute
• American Marketing Association

Field of Current Research

Publications

39 Published Refereed Journal Articles Including

• Lowe, Ben and Frank Alpert, "Pricing Strategy and the Formation and Evolution of Reference Price Perceptions in New Product Categories," Psychology and Marketing, forthcoming.
• Alpert, Frank, Joo-Gim Heaney and Kerri Kuhn, "Internships In Marketing: Goals, Structures, and Assessment--Student, Company, and Academic Perspectives," Australasian Marketing Journal, forthcoming.
• Kuhn, Kerri, Frank Alpert and Nigel Pope (2008), "Developing and Testing an Application of Keller's Brand Equity Model in a B2B Context," Qualitative Market Research, Vol. 11, No. 1, 40-58.
• Heath McDonald and Frank Alpert (2007), "What are 'Innovators' and do they Matter? A Critical Review of the Evidence Supporting the Targeting of 'Innovative' Consumers," Marketing Intelligence & Planning, Vol. 25, Iss. 5, 421-435. Winner "Highly Commended" award in the Emerald Literati Awards of 2008 for articles from 2007.
• Kamins, Michael, Frank Alpert and Lars Perner (2007), "How do Consumers Know which Brand is the Market Leader or was the Market Pioneer?: Consumers' Inferential Processes, Confidence, and Accuracy," Journal of Marketing Management, Vol. 23, No. 7-8, 598-611 (Official journal of the UK Academy of Marketing)
• Alpert, Frank (2007), "The Entertainment Software Industry: Suddenly Huge, Little Understood," Asia-Pacific Journal of Marketing and Logistics, Vol. 19, No. 1, 87-100.
• Alpert, Frank and Michael Kamins (2004), "Doctoral Coursework is Needed in Australasia," Australasian Marketing Journal, 12 (1), 66-72. (Official journal of the Australian and New Zealand Marketing Academy.)
• Kamins, Michael, Frank Alpert and Lars Perner (2003), "Consumers' Perception and Misperception of Market Leadership and Market Pioneership," Journal of Marketing Management, 19, 807-834.
• Silver, Jon and Frank Alpert (2003), "Digital Dawn: A Revolution in the Movie Distribution," Business Horizons, September-October, 57-66.
• Ruth Rettie, Simon Hilliar and Frank Alpert (2002), "Pioneer Brand Advantage with UK Consumers," European Journal of Marketing, 36 (7/8), 895-911.
• Alpert, Frank, Michael Kamins, John Graham, Tomoaki Sakano and Naoto Onzo (2001), " Retail Buyer Beliefs, Attitude, and Behavior Toward Pioneer and Me-Too Follower Brands: A Comparative Study of Japan and the United States," International Marketing Review, 18 (2), 160-187.
• Kamins, Michael, Frank Alpert and Michael Elliott (2000), "The Independent and Interactive Effects of Exposure Sequence, Labeling and Product Trial on Consumer Evaluation of a Pioneer Brand," Journal of Consumer Psychology, 9 (4), 223-229. (Official journal of the Society for Consumer Psychology of the American Psychological Association.)
• Onzo, Naoto and Frank Alpert (1998), "Pioneer Brand Advantage in Japan," Australasian Marketing Journal, 6 (1), 29-38.
• Polonsky, Michael, Rob Lawson, Mark Uncles, Lester Johnson, Ian Wilkinson, and Frank Alpert (1998), "Perspectives on Academic Publishing: Advice for Those Just Getting Started," Australasian Marketing Journal, 6 (1), 63-80. (Authors listed in order of their presentations in the paper.)
• Alpert, Frank, Michael Kamins, Tomoaki Sakano, Naoto Onzo and John Graham (1997), "A Study of Japanese Retail Buyer Decision Making, With Implications for U.S. Sellers," International Business Review, 6 (2), 91-112. Marketing Science Institute working paper #95-108. Summary in the Harvard Business Review, March-April 1996, 14-15.
• Alpert, Frank and Michael Kamins (1995), "An Empirical Investigation of Consumer Memory, Attitude, and Perceptions Toward Pioneer and Follower Brands," Journal of Marketing, 59 (October), 34-45.
• Alpert, Frank and Michael Kamins (1995), "The Challenge of Obtaining Distribution for Me-Too Follower Brands," International Review of Retail, Distribution, and Consumer Research, 5 (2), 203-217.
• Alpert, Frank (1995), "Using Executive Briefings in Marketing Simulations," Marketing Education Review 5 (Spring) 1-8.
• Alpert, Frank and Michael Kamins (1994), "Consumer Behavior and Pioneer Brand Advantage: Conceptual Framework and Propositional Inventory," Journal of the Academy of Marketing Science, 22 (Summer), 244-253.
• Alpert, Frank (1994), "Innovator Buying Behavior: The Cumulative Effects of Innovations and the Innovator Buying Cycle," Journal of Product and Brand Management, 3 (2), 50-62.
• Alpert, Frank, Beth Wilson and Michael Elliott (1993), "Price Signaling: Does It Ever Work?," Journal of Consumer Marketing, 10 (4), 4-14.
• Alpert, Frank (1993), "Consumer Market Beliefs and Their Managerial Implications: An Empirical Examination," Journal of Consumer Marketing, 10 (2), 56-70.
• Alpert, Frank (1993), "Large-Scale Simulation in Marketing Education," Journal of Marketing Education, (Summer) 30-35.
• Alpert, Frank (1993), "Breadth of Coverage for Intellectual Property Law: Encouraging Product Innovation by Broadening Protection," Journal of Product and Brand Management, 2 (2), 5-17. Lead article.
• Alpert, Frank, Michael Kamins and John Graham (1992), "An Examination of Reseller Buyer Attitudes Towards Order of Brand Entry," Journal of Marketing, 56 (July), 25-37.
• Alpert, Frank (1991), "An Analysis of Patent Length: Encouraging Innovation by Shortening Patents," Journal of Macromarketing, 11 (Spring) 40-45.

24 Refereed Conference Papers/presentations

Distinctions

• Winner of 2008 UQ Business School Postgraduate Teaching award
• Winner of the "ANZMAC Distinguished Researcher of the Year Award" in 1999. As described on the Australian and New Zealand Marketing Academy (ANZMAC) website: "The Award will be made to the person judged to have made the most significant contribution to advancing our knowledge and understanding of Marketing through his or her research. The stream of research cited for the Award would normally span several years of work and be identified with a number of publications including a major publication in a leading international journal. The Awards Panel of ANZMAC Board members, a previous Researcher of the Year, and two leading international researchers will assess nominations." There have been only twelve winners to date. See www.anzmac.org for details.
• Certified as Associate Fellow of Australian Marketing Institute (AFAMI) and Certified Practicing Marketer (CPM) by the Australian Marketing Institute
• 1997 Chant Link and Associates Academic Award for Marketing Excellence, Department of Marketing, Monash University
• University of Southern California All University Predoctoral Merit Fellow (tuition + stipend for doctoral program)
• Phi Beta Kappa, University of California, Berkeley (arts and science honorary society for graduates with a grade point average in the top 10%)

Research Interests

• Brands and Sponsorship

Academic Cluster

Marketing