Jacqueline Burgess

4

Articles

2

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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.

Experience

  • 2025–present
    Senior Lecturer in International Business, University of the Sunshine Coast
  • 2022–2024
    Lecturer in International Business, University of the Sunshine Coast
  • 2021–2022
    Associate Lecturer in International Business , University of the Sunshine Coast
  • 2020–2021
    Associate Lecturer in Marketing, University of the Sunshine Coast

Education

  • 2025 
    CQU, Graduate Certification in Business Administration (Leadership)
  • 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

Publications

  • 2023
    'It's almost a full-time job just marketing your own book’: Understanding Novelists Marketing Knowledge and Practices, Creative Industries Journal
  • 2023
    ‘The theatre was dark’: exploring regional Australian theatre’s resilient response to COVID-19, Regional Studies
  • 2023
    The Final Word on sports podcasts: Audience perceptions of media engagement and news consumption, Media International Australia
  • 2023
    Investigating consumer perceptions of brand inauthenticity in a narrative brand ending, Journal of Product and Brand Management
  • 2022
    Rethinking crime fiction readers, Creative Industries Journal
  • 2022
    Exploring player understandings of historical accuracy and historical authenticity in video games, Games and Culture
  • 2022
    Exploring how players use emergent narrative in strategy games, Entertainment Computing
  • 2022
    Developing professional networks: the missing link to graduate employability, Education+ Training
  • 2021
    A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands, International Journal on Media Management
  • 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 lack of closure as a brand transgression, Journal of Consumer Marketing
  • 2021
    Developing professional networks: the missing link to graduate employability, Education + Training
  • 2021
    The Female Video Game Player-Character Persona and Emotional Attachment, Persona Studies
  • 2021
    Exploring emergent co-creative narrative in a strategy video game brand, Journal of Media Business Studies
  • 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
    “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
  • 2018
    Media fans’ alignment with branding: A rich and under-explored research domain, Journal of New Business Ideas & Trends
  • 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

Grants and Contracts

  • 2022
    Investigating Authors' Knowledge of Marketing
    Role:
    Investigator
    Funding Source:
    YES Research Scheme
  • 2022
    Investigating unfair business practices in the digital marketing industry
    Role:
    Investigator
    Funding Source:
    Australian Small Business and Family Enterprise Ombudsman
  • 2022
    Endeavour Foundation VR Cybersickness Project
    Role:
    Investigator
    Funding Source:
    Endeavour Foundation

Professional Memberships

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

Research Areas

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

Contact Jacqueline for

  • General
  • Media request
  • Speaking request
  • Consulting / Advising
  • Research collaboration
  • Research supervision