Dr Jessica Vredenburg

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Senior Lecturer in Marketing

Phone: +64 9 921 9999 ext 5411

Email: jessica.vredenburg@aut.ac.nz

Links to relevant web pages:


  • Doctor of Philosophy in Marketing (2014), The University of Melbourne, Australia
  • Master of Science in Sport Psychology (2007), The University of Calgary, Canada
  • Bachelor of Science in Mind Sciences in Kinesiology (2005), The University of Calgary, Canada

Memberships and Affiliations:

  • American Marketing Association (AMA)
  • Academy of Marketing Science (AMS)
  • Australian and New Zealand Marketing Academy (ANZMAC)
  • European Marketing Academy (EMAC)


Dr Jessica Vredenburg completed her PhD in Marketing at the Melbourne Business School, University of Melbourne in 2014. She has a background in sport psychology and kinesiology. She completed her MSc in Sport Psychology at the University of Calgary in 2007 and BSc in Mind Sciences in Kinesiology, also from the University of Calgary, in 2005. She worked previously as a Marketing Manager for Lululemon Athletica, a Vancouver, Canada-based international retailer of yoga-inspired athletic apparel. After completing her PhD, Jessica held an appointment as Lecturer in Marketing at the University of Melbourne before joining AUT.

Teaching Areas:

  • Marketing, Advertising, Retailing & Sales: Positioning in an Omni Environment
  • Services Marketing

Research Areas:

  • Corporate Social (Brand) Activism
  • Branding and Sponsorship
  • Sports Marketing
  • Frontline Technology Integration
  • Frontline Service Interactions
  • Co-creation of Services

Research Summary:

Based on her diverse background, Jessica’s research interests and projects span branding and sport marketing, in particular brand activism and sport sponsorship decisions.  Jessica is also interested in professional service and relationship marketing, specifically the changing nature of the frontline service employee role. She is currently working in the areas of frontline technology integration and the resultant changes to customer experience and the customer/employee relationship. Jessica has presented her research at academic conferences internationally as well as to industry audiences including Spark, a major national telecom company and at ad:tech New Zealand, the original industry authority for marketing and media technology. She has also featured as a content expert in national media providing commentary for outlets such as TVNZ’s Breakfast show and FairGo program, the New Zealand Herald, Stuff and Radio New Zealand, as well as CBC Radio in Canada.


Vredenburg, Jessica, Amanda Spry, Joya Kemper, and Sommer Kapitan (2019), “Post Gillette: Other Brands are Better at Matching Practice with Talk, but Don’t Get the Publicity,” The Conversation.

Vredenburg, Jessica, Amanda Spry, Joya Kemper, and Sommer Kapitan (2018), “Woke Washing: What Happens when Marketing Communications don’t Match Corporate Practice,” The Conversation.

Giroux, Marilyn and Jessica Vredenburg (2018), “Women in Sports: Double Standards a Double Fault?” The Conversation.

Vredenburg, Jessica and Marilyn Giroux (2018), “What Did Ryan Lochte Do? The Double-Edged Sword of Endorsers Behaving Badly" International Journal of Sports Marketing and Sponsorship 19(3), 290-305.

Orazi, Davide C., Amanda Spry, Max N. Theilacker, and Jessica Vredenburg (2017), “A Multi-stakeholder IMC Framework for Networked Brand Identity,” European Journal of Marketing 5(3), 551-571.

Vredenburg, Jessica, Harrie Vredenburg, Kate Daellenbach, and Urs S. Daellenbach (2015), “Sport Sponsorship, Brand Association and Regulation: Tobacco Firms using Classical Conditioning Theory to Skirt Regulation,” International Journal of Public Law and Policy, 5(2), 137-162.

Vredenburg, Jessica and Simon J. Bell (2014), “Variability in Health Care Services: The Role of Service Employee Flexibility,” Australasian Marketing Journal, 22(3), 168-178.

Maw, Sean, Lisa Proctor, Jessica Vredenburg, and Peter Ehlers (2006), “Influence of Starting Position on Finishing Position in World Cup 500m Short Track Speed Skating,” Journal of Sports Sciences, 24(12), 1239-1246.