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Dr Claudia Gonzalez

Lecturer in Marketing
School of Business
+61 7 334 61654
Room 425, Colin Clark (39) St. Lucia Campus
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Researcher biography

Dr Claudia Gonzalez-Arcos is a marketing lecturer with expertise in sustainability, brand management, and digital marketing strategies. Claudia also collaborates with researchers in other areas, particularly consumer behaviour, investigating market disruption and the normalisation of complex consumer practices. Her teaching experience has involved the implementation of blended learning and the development of instructional tools for teaching and learning in large lecture classes. Claudia has experience developing industry relations and conducting field studies in large organisations. Graduating from Catholic University of Chile with a Bachelor in Film and Television, Claudia earned a Master of Business (Advanced) and a PhD from The University of Queensland.

Publications

Journal Articles (2)
Conference Papers (3)
Thesis (1)

Journal Articles

Alpert, Frank, Brown, Mark, Ferrier, Elizabeth, Gonzalez-Arcos, Claudia Fernanda and Piehler, Rico (2021). Branding’s academic–practitioner gap: managers’ views. Journal of Product and Brand Management, ahead-of-print (ahead-of-print). doi: 10.1108/jpbm-09-2020-3105
Gonzalez-Arcos, Claudia, Joubert, Alison M., Scaraboto, Daiane, Guesalaga, Rodrigo and Sandberg, Jörgen (2021). “How do I carry all this now?”: understanding consumer resistance to sustainability interventions. Journal of Marketing, 85 (3), 44-61. doi: 10.1177/0022242921992052

Conference Papers

Meath, Cristyn, Gonzalez, Claudia, Navarrete Rojas, Claudia Milena, Nazar, Samira and Griffiths, Andrew (2020). I’m sustainable too! Evidence of isomorphic behaviour following implementation of the Sustainable Development Goals.. European Group for Organization Studies, Hamburg, Germany, 2-4 July 2020.
Gonzalez, Claudia, Alpert, Frank and Previte, Josephine (2020). Brand Architecture Challenges in the Digital Age in the Context of a Broad Brand: An Abstract. Academy of Marketing Science Annual Conference: AMSAC 2019, Vancouver, Canada, 29-31 May 2019. Cham, Switzerland: Springer. doi: 10.1007/978-3-030-39165-2_251
Scaraboto, Daiane, Joubert, Alison and Gonzalez-Arcos, Claudia (2019). From Banning the Bag to Saving the Turtles: Colliding Logics and Multi-Level Changes in Markets. Bringing Institutional Theory to Marketing Conference, Paris, France, 2019.

Thesis

Gonzalez Arcos, Claudia (2018). Embracing brand complexity: conceptualising and understanding the broad brand concept. PhD Thesis, School of Business, The University of Queensland. doi: 10.14264/uql.2018.702