Patrick Van Esch

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Senior Lecturer



Links to relevant web pages:

Academic appointments:

  • Senior Lecturer in Marketing, Auckland University of Technology (2019 - ongoing)


  • Doctor of Business Administration, Southern Cross University
  • Master of Management, Charles Sturt University
  • Graduate Certificate in Finance, Charles Sturt University


Patrick has worked in both industry and academia. His industry experience ranges from sales and marketing, management consulting, general management, operations and non-profit board positions across Australia, Hong Kong, UK and the US. Patrick has taught business, management and marketing at universities/colleges in Australia, New Zealand and the US.

Research interests:

Artificial Intelligence
Digital Consumer Behaviour
Augmented Reality
Digital and Social Media Marketing
Social Marketing

Teaching summary:

* MARS707: Integrated Marketing Communications
* MKTG864: Applied Marketing Concepts
* MKTG841: Marketing Management

* MKTG864: Research in Marketing
* MKTG996: Research Project in Marketing
* MARS501: Marketing Insights

Professional activities:

Facilitation, networking and collaboration

  • Australia and New Zealand Marketing Academy (ANZMAC) Track Chair, Australia and New Zealand Marketing Academy (ANZMAC) Conference (2019)

Research outputs:

Journal articles

  • Arli, D., van Esch, P., Bakpayev, M., & Laurence, A. (2020). Do consumers really trust cryptocurrencies?. Marketing Intelligence and Planning. doi:10.1108/MIP-01-2020-0036

  • Xu, Y., Shieh, C. -H., van Esch, P., & Ling, I. -L. (2020). AI customer service: Task complexity, problem-solving ability, and usage intention. Australasian Marketing Journal (AMJ). doi:10.1016/j.ausmj.2020.03.005

  • van Esch, P., von der Heidt, T., Frethey-Bentham, C., & Northey, G. (2020). The effect of marketing simulations on student engagement and academic outcomes. Marketing Education Review, 30(1), 43-56. doi:10.1080/10528008.2020.1713003

  • Duffy, S., van Esch, P., & Yousef, M. (2020). Increasing parental leave uptake: A systems social marketing approach. Australasian Marketing Journal (AMJ), 28(2), 110-118. doi:10.1016/j.ausmj.2020.01.007

  • Bakpayev, M., Baek, T. H., van Esch, P., & Yoon, S. (2020). Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal (AMJ). doi:10.1016/j.ausmj.2020.04.002

  • van Esch, P., Stewart Black, J., Franklin, D., & Harder, M. (2020). AI-enabled biometrics in recruiting: Insights from marketers for managers. Australasian Marketing Journal. doi:10.1016/j.ausmj.2020.04.003

  • Black, J. S., & van Esch, P. (2020). AI-enabled recruiting: What is it and how should a manager use it?. Business Horizons, 63(2), 215-226. doi:10.1016/j.bushor.2019.12.001

  • Arli, D., Gil, L. D. A., & van Esch, P. (2020). The effect of religiosity on luxury goods: The case of Chilean youths. International Journal of Consumer Studies, 44(3), 181-190. doi:10.1111/ijcs.12559

  • van Esch, P., & Gadsby, C. L. (2019). Marketing the healthiness of sports drinks: From physiological to cognitive based benefits. Australasian Marketing Journal (AMJ), 27(3), 179-186. doi:10.1016/j.ausmj.2019.04.001

  • van Esch, P., & Black, J. S. (2019). Factors that influence new generation candidates to engage with and complete digital, Al-enabled recruiting. Business Horizons, 62(6), 729-739. doi:10.1016/j.bushor.2019.07.004

  • van Esch, P., Duffy, S. M., Teufel, J., Northey, G., Elder, E., Frethey-Bentham, C., . . . Heller, J. (2019). ExerStart: Helping seniors be active and independent for less. Journal of Social Marketing, 9(2), 146-160. doi:10.1108/JSOCM-06-2018-0065

  • Arli, D., van Esch, P., Northey, G., Lee, M. S. W., & Dimitriu, R. (2019). Hypocrisy, skepticism, and reputation: The mediating role of corporate social responsibility. Marketing Intelligence and Planning, 37(6), 706-720. doi:10.1108/MIP-10-2018-0434

  • van Esch, P., Black, J. S., & Ferolie, J. (2019). Marketing AI recruitment: The next phase in job application and selection. Computers in Human Behavior, 90, 215-222. doi:10.1016/j.chb.2018.09.009

  • Van Esch, P., Arli, D., Gheshlaghi, M. H., Andonopoulos, V., von der Heidt, T., & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of Retailing and Consumer Services, 49, 35-42. doi:10.1016/j.jretconser.2019.03.002

  • Van Esch, P., Heller, J., & Northey, G. (2019). The effects of inner packaging color on the desirability of food. Journal of Retailing and Consumer Services, 50, 94-102. doi:10.1016/j.jretconser.2019.05.003

  • van Esch, P., Arli, D., Castner, J., Talukdar, N., & Northey, G. (2018). Consumer attitudes towards bloggers and paid blog advertisements: What's new?. Marketing Intelligence and Planning, 36(7), 778-793. doi:10.1108/MIP-01-2018-0027

  • Griffith, D. A., van Esch, P., & Trittenbach, M. (2018). Investigating the mediating effect of Uber's sexual harassment case on its brand: Does it matter?. Journal of Retailing and Consumer Services, 43, 111-118. doi:10.1016/j.jretconser.2018.03.007

  • van Esch, P., & Mente, M. (2018). Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy. Journal of Retailing and Consumer Services, 44, 266-273. doi:10.1016/j.jretconser.2018.06.016

  • Northey, G., Govind, R., Bucic, T., Chylinski, M., Dolan, R., & van Esch, P. (2018). The effect of "here and now" learning on student engagement and academic achievement. British Journal of Educational Technology, 49(2), 321-333. doi:10.1111/bjet.12589

  • Duffy, S. M., Northey, G., & van Esch, P. (2017). Iceland: how social mechanisms drove the financial collapse and why it's a wicked problem. Journal of Social Marketing, 7(3), 330-346. doi:10.1108/JSOCM-12-2016-0079

  • van Esch, P., Northey, G., Striluk, M., & Wilson, H. (2017). Autonomous weapon systems: Is a space warfare manual required?. Computer Law and Security Review, 33(3), 382-389. doi:10.1016/j.clsr.2017.03.004

Other outputs

  • Kapitan, S., & Van Esch, P. (2019). The promotion of vapes as a lifestyle choice is dangerous. In Retrieved from

  • Van Esch, P., Duffy, S., & Khan, A. (2019). Father’s days: Increasing the ‘daddy quota’ in parental leave makes everyone happier. (No. Of Pieces: 3). The Conversation: The Conversation. Retrieved from

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