Dr Marilyn Giroux

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Senior Lecturer

Phone: +649 9219999 ext 5078

Email: marilyn.giroux@aut.ac.nz

Physical Address:

120 Mayoral Drive, Auckland, WY Building WY418

Postal Address:

Private Bag 92006, Auckland 1142, New Zealand


  • PhD in Business Administration (Marketing), 2016, Concordia University
  • Master of Business Administration (MBA Marketing), 2009, Laval University
  • Bachelor of Business Administration (Marketing), 2006, Laval University

Memberships and Affiliations:

  • Association of Consumer Research
  • Society for Consumer Psychology
  • American Marketing Association
  • Academy of Marketing Science
  • Administrative Sciences Association of Canada
  • L’Observatoire international en management du sport (OIMS)


Dr Marilyn Giroux completed her PhD in Marketing at the John Molson Business School, Concordia University in 2016. She presented papers at several prestigious academic conferences in North America and Europe including Association of Consumer Research and American Marketing Association. In addition, Marilyn has several papers already published, accepted and under review in international academic journals. Prior to her academic career, Marilyn had experience in brand management, sales management and sponsorships within the sports marketing industry.

Teaching Areas:

  • Consumer Behaviour
  • Brands and Communications
  • Marketing Management

Research Areas:

  • Consumer Identity and Motives
  • Brand Personality and Consumer-Brand Relationships
  • Retailing
  • Sustainability
  • Sports Marketing and Communications

Research Summary:

Prior to her academic career, Marilyn had experience in brand management, sales management and sponsorships within the sports marketing industry. Combining her postgraduate studies in marketing and her professional experience, Marilyn is interested in how consumers’ identities influence the development of brand relationships. The emphasis of this research is to examine how brands can influence and strengthen their connections with consumers. Marilyn is particularly interested in the impact of relationship norms and ambivalent emotions in the development of brand relationships. In addition, her other research projects examine sports marketing including sponsorship effectiveness, endorsement deals and creation and management of human brands as well as consumers’ morality, retailing, and sustainability.

Current Research Projects:

  • Ambivalence amongst Sports Fans
  • Sustainability Marketing Strategies
  • Visualization of Feared Selves
  • Controversial Athletes


  1. Vredenburg, Jessica & 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.
  2. Pons, Frank & Marilyn Giroux (Forthcoming). Marketing of Sports Organizations, in Slack, T., Byers, T. and Thurston, A. (Eds.). Understanding Sport Organizations: The Application of Organization Theory, Third edition, Champain, IL: Human Kinetics.
  3. Giroux, Marilyn, Frank Pons & Lionel Maltese (2017). The Role of Perceived Brand Personality in Promotion Effectiveness and Brand Equity Development of Professional Sports Teams, International Journal of Sports Marketing and Sponsorship, 18 (2), 180-195.
  4. Pons, Frank, Marilyn Giroux, Mehdi Mourali & Michel Zins (2016). The Relationship Between Density Perceptions and Satisfaction in the Retail Setting: Mediation and Moderation Effects, Journal of Business Research, 69 (2), 1000-1007.
  5. Pons, Frank, Mehdi Mourali and Marilyn Giroux (2014). The Density–Satisfaction Relationship Revisited: The Role of Scarcity and Consumers Affective Reactions in a Crowded Retail Situation, Journal of Retailing and Consumer Services, 21 (1), 54-60.
  6. Pons, Frank, Marilyn Giroux and François Haurat (2014). Événements et Spectacles Sportifs: État des lieux des stratégies de segmentation, Gestion, 38 (4), 16-26.
  7. Pons, Frank, Marilyn Giroux and Mehdi Mourali (2014). Consumer Behavior and Motivation in Sport Business: Why sporting event consumers are so special, in Pritchard, M. and Stinson, J. (Eds.). Leveraging Brands in Sport Business, Oxford, UK: Routledge Books.
  8. Giroux, Marilyn, Frank Pons and André Richelieu (2013). Internationalization of Sports Teams Brands: The Consumers' Perspective, International Journal of Business and Globalization, 11 (1), 1-18.


  • Doctoral Research Fellowship FQRSC Fonds de recherche sur la société et la culture, 2013-2015, Fonds Québécois de la Recherche sur la Société et la Culture (FQRSC)
  • Contestable Project Grant Funding, 2017, Auckland University of Technology (AUT) (New Zealand)
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