Dr Margo Buchanan-Oliver
Professor and Acting Head
Department:
Address: Owen G Glenn Building
12 Grafton Road
Auckland
Faculty: Business & Economics
Phone: +64 9 373 7599 Ext. 86898
Mobile Phone: DDI 923 6898
Email: m.buchanan-oliver@auckland.ac.nz

AREAS OF ENQUIRY:
Marketing Strategy
Marketing Communications
Consumer Behaviour
Marketing Philosophy
With special emphasis on consumer interaction with:
- technology (gendered reponses)
- computer-mediated environments (digital technology)
- semiotics (branding, advertising, consumption practice)
- post-modern marketing & media (fragmentation of audiences and media options)
- service systems
- culture
Inter-disciplinary areas of enquiry:
information technology; cultural studies; sociology; film, media and communication studies
RESEARCH INTERESTS:
These focus on investigation of consumer responses to technology, the marketing impact of the service brand, the semiotics of advertising and marketing, consumer narratives and post-modern marketing.
AREAS OF RESEARCH:
Marketing and technology
The purchase/consumption cycle as a semiotic process of communication
Post-modernism
Gendered responses
RESEARCH IN PROGRESS;
Service Branding and Service Systems
Technology Response
The concepts of coding as they apply to media
Post-modernism
Luxury Branding
Brands and National Identity
Acculturation Narratives
TEACHING INTERESTS:
Professor Buchanan-Oliver teaches primarily on the postgraduate research programme in the department. She is interested in utilising theoretical semiotic tools for the analysis of signs and communication processes in advertising (Advanced Communications Research -710), and in investigating post-modern philosophical and theoretical approaches to market research (Advanced Marketing -701). She also teaches Advanced Research Methods (704 PG) at post-graduate level. She has taught Customer Relationship Management (CRM - 314) in the undergraduate programme (final year) and CRM in Advanced Marketing (719) to executive students. In 2011 she is part of the teaching team for the faculty-wide Stage 1 integrative paper - Business 101 - which is being delivered via a Team-Based Learning method.
Qualifications:
---- Bachelor of Arts, Master of Arts(Hons), PhD Auckland
Awards:
2002 Faculty nominee for National Tertiary Teaching Award
2000 University of Auckland Distinguished Teaching Award
Service:
Acting and Deputy HOD -Department of Marketing
Co-Director: Centre of Digital Enterprise [CODE]
Executive Committee of the Australia New Zealand Marketing Academy (ANZMAC)
Faculty Representative IT Faculty Forum
Faculty Representative National Institute of Creative Arts and Industry
Faculty Research Committee
Faculty Staffing Committee
Independent Chair PHD Examination Committee for Faculty of Arts
Member: Association for Consumer Research (ACR)
Member: Industrial Marketing and Purchasing (IMP) Group
Member: Marketing Association of New Zealand
Member: Telecommunication Users Association of New Zealand (TUANZ)
Teaching:
2011 BUS 1O1 Business and Enterprise (Stage 1 integrative)
2011 MKTG 701 Advanced Marketing (theory and philosophy) PG
2011 MKTG 704 Advanced Research Methods (PG)
2011 MKTG 710 Advanced Communications Research
2010 MARKET 719 Advanced Marketing (Graduate School)
2010 MKTG 704 Advanced Research Methods (PG)
2010 MKTG 710 Advanced Comunications Research (PG)
2009 MKTG 314 Customer Relationship Management (CRM)
2009 MKTG 701 Advanced Marketing (theory and philosophy) PG
2009 MKTG 703 Advanced Resarch Methods (PG)
2009 MKTG 710 Advanced Comunications Research (PG)
2008 MKTG 151G Intoduction to Marketing
2008 MKTG 314 Customer Relationship Management (CRM)
2008 MKTG 701 Advanced Marketing (theory and philosophy) PG
2008 MKTG 703 Advanced Research Methods (PG)
2008 MKTG 710 Advanced Communications Research (PG)
2007 MKTG 701 Advanced Marketing (theory and philosophy) PG
2006 MARKET 703 Marketing Communications (Graduate School)
2005 MKTG 709 Information Technology in Marketing PG
Research Interests:
Buchanan-Oliver
Research Interests:
These focus on investigation of consumer responses to technology, the gendered body and technology, the marketing impact of the brand in electronic environments, new and interactive media, the semiotics of advertising and marketing, post-modern marketing.

Areas of Research:
Marketing in Computer Mediated Environments
The purchase/consumption cycle as a semiotic process of communication
Post-modernism and the new media
Database marketing and interactive media.

Research in Progress:
Service brand definition
Service Systems, Communication and Digital Enablement
The Gendered Body and Technology
Jakobsonian Semiotics and Institiutional Theory
Post-modernism and the new media
Luxury Branding
Brands and National Identity

Teaching Interests:
Prof Buchanan-Oliver teaches on the postgraduate research programme in the department. She is interested in stimulating debate about and research into developing media; and in utilising theoretical semiotic tools for the analysis of signs and communication processes in advertising. She also teaches on the Stage 1, faculty-wide, integrative paper (BUSINESS 101) via the Team-Based Learning method.


Buchanan-Oliver

[Grants / Funding]
UABR FACULTY RESEARCH FUND [CODE] Centre for IT and the Networked Economy, Indian School of Business $76,000 (2008) $10,000 (2009)
HOPE Foundation Scholarships
Inaugural Funder of annual national scholarships for research into ageing
[Grants / Funding]
$20,000
HP Applied Mobility Grant [CODE]
Mobile technology grant from Hewlett-Packard
[Grants / Funding]
$250,000
NZ Govt: Ministry of Tourism Scholarship
Research into Location-Based Services
[Grants / Funding]
$15,000
Selected Publications:
Refereed Journal Articles
2012 BUCHANAN-OLIVER, M.,  SEO , Y.,  ‘Play as Co-Created Narrative in Computer Game Consumption: The Hero's Journey in Warcraft III ‘, Journal of Consumer Behaviour, forthcoming
2011 BULMER , S.,  BUCHANAN-OLIVER, M.,  ‘Connections: Brands and Intergenerational Cultural Transfer‘, Advances in Consumer Research, XXXIX , 22.
2011 BUCHANAN-OLIVER, M.,  CRUZ, A.,  ‘Discourses of Technology: Ambivalence, Fear, and Liminality‘, Advances in Consumer Research, XXXIX, 23.
2010 KENNEDY , A.,  BUCHANAN-OLIVER, M.,  ‘“Creating a Holistic Retailer Image: Institutional Theory, the Jakobsonian Framework and the Consumer View”, ‘, European Advances In Consumer Research , Volume 9 , 22pp.
2010 BUCHANAN-OLIVER, M.,  CRUZ , A.,  SCHROEDER , J.,  ‘“Shaping the Body and Technology: Discursive Implications for the Marketing Communications of Technological Products” ‘, European Journal of Marketing, 44:5 , 635-652.
2010 BULMER , S.,  BUCHANAN-OLIVER, M.,  ‘Big Ideas on the Contribution of Brands to Consumers’ Lives‘, Advances in Consumer Research, vol XXXVIII, 28pp.
2010 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Experiences of Brands and National Identity ‘, Australasian Marketing Journal, 18:4, 199-205.
2008 BUCHANAN-OLIVER, M.,  CRUZ, A.,  ‘“The Body and Technology: Discourses Shaping Consumer Experience and Marketing Communications of Technological Products and Services ‘, Advances in Consumer Research, eds. A.L.McGill and S. Shavitt, Volume XXXVI , 2008 , 367-371
2006 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Advertising Across Cultures: Interpretations of Visually Complex Advertising‘, Journal of Current Issues and Research in Advertising 28:1, Spring, 57-71.
2006 BUCHANAN-OLIVER, M.,  SAVAGE, T.,  ‘Framing the Negative Self: Consumers and Consumption‘, Advances in Consumer Research XXXIII, 20pp .
2006 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Visual Rhetoric and Global Advertising Imagery‘, Journal of Marketing Communications 11:4, 49-61.
2005 COLGATE, M.,  BUCHANAN-OLIVER, M.,  ELMSLY, R.,  ‘Relationship Benefits in an Internet Environment‘, Managing Service Quality 15:5
2004 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Global Advertising Across Cultures: Interpretations of Visually Complex Advertising‘, Massey University Department of Commerce Working Paper Series, 4:21 August
2004 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Meaningless or Meaningful? Interpretation and Intentionality in Post-Modern Communication‘, Journal of Marketing Communications 10:1
2004 BULMER, S.,  BUCHANAN-OLIVER, M.,  ‘Seeing Into It: The Role of Visual Rhetoric in Global Advertising‘, Massey University Department of Commerce Working Paper Series, 4:22 August
2003 C.LEE,  BUCHANAN-OLIVER, M.,  JOHNSTONE, M.,  ‘New Zealand adolescents’ perceptions of smoking and social policy implications‘, Australasian Marketing Journal, Vol. 11 No. 1, 45-59.
2000 BUCHANAN-OLIVER, M.,  ‘Managing Out of Bounds: The Case of (E) Commerce Strategy‘, University of Auckland Business Review 2:1
2000 LINDGREEN, A.,  BRODIE, R.,  BUCHANAN-OLIVER, M.,  ‘Pluralism in Contemporary Marketing Practices‘, International Journal of Bank Management 18:6
2000 DAVIS, R.,  BUCHANAN-OLIVER, M.,  BRODIE, R.,  ‘Retail Service Branding in Electronic-Commerce Environments‘, Journal of Service Research, 3(2), 178-186.
2000 BUCHANAN-OLIVER, M.,  BRODIE, R.,  ‘Take it on Trust‘, Strategic Direction 16:6
1999 DAVIS, R.,  BUCHANAN-OLIVER, M.,  ‘Marketing Relationships in a Computer Mediated Environment‘, Australasian Marketing Journal Vol. 7 No 1, 89-101.
1999 DAVIS, R.,  BRODIE, R.,  BUCHANAN-OLIVER, M.,  ‘Relationship Marketing in Electronic Commerce Environments‘, Journal of Information Technology, 14, 319-331.
Sections in Books
2012 BUCHANAN-OLIVER, M.,  SCHAU , H.,  ‘“Consuming Spirituality and the Spirituality of Consuming Media Narratives: Why Vampirism, Why Twilight, Why Now?’”‘ In: Diego Rinallo, Linda Scott, Pauline Maclaran (ed.), “Spirituality and Consumption", Routledge Interpretive Market Research Series,
2012 SCHAU , H.,  BUCHANAN-OLIVER, M.,  ‘The Creation of Inspired Lives”: Female Fan Engagement with The Twilight Saga‘ In: . Cele C. Otnes and Linda Tuncay Zayer (ed.), Gender, Culture and Consumer Behavior, Psychology Press
2011 SMITH, S.,  BUCHANAN-OLIVER, M.,  ‘Bennett, S., Buchanan-Oliver, M., “The Branded Self: Employees, Identity and Resistance”, invited chapter in book, “Branded Lives: Identity and Work in the Era of the Brand”, ‘ In: ed. M.Brannan, (ed.), Edward Elgar
2000 MERRILEES, D.,  WALKER, R.,  CRAVENS, D.,  BRODIE, R.,  BROOKES, R.,  BUCHANAN-OLIVER, M.,  ‘Introduction to Marketing Strategies‘, in Strategic Marketing, Australasian edition, (ed) D. Cravens, W. Merrilees, R Walker, Irwin McGraw-Hill, 1-20.
1999 BRODIE, R.,  BROOKES, R.,  BUCHANAN-OLIVER, M.,  ‘Towards the Next Millennium: Key Trends and Changes in Marketing Practice‘ In: Craven et al, (ed.), Strategic Marketing Management for the Pacific Region (chapter based on 1998 ANZMAC paper, used as cornerstone for Chapter 1 ), McGraw-Hill, 1-20.
Conference Paper
2011 SMITH , S.,  BUCHANAN-OLIVER, M.,  ‘A Narrative View of the Employee-Brand Relationship and the Issue of Immaterial Labour‘, JMAD Conference 2011
2011 SEO , Y.,  BUCHANAN-OLIVER, M.,  ‘Exploring the Uses and Gratifications of Luxury Brands‘, ANZMAC 2011
2011 SMITH , S.,  BUCHANAN-OLIVER, M.,  ‘Foregrounding the Complexity of the Employee/Brand Experience through a Multi-Modal Narrative Approach‘, ANZMAC 2011,
2011 BENNETT , S.,  BUCHANAN-OLIVER, M.,  ‘The Employee-Narrated Brand: Implications for Theory, Methodology and Practice‘, European Academy of Management
2011 SEO, Y.,  BUCHANAN-OLIVER, M.,  ‘Understanding Luxury Brands: In Pursuit of the Meaning of Brand Luxuriousness‘, 15th AMS World Marketing Congress, Reims, France
2011 CRUZ , A.,  BUCHANAN-OLIVER, M.,  ‘Webs of Belonging: Beyond Intercultural Dyads in Immigrant Acculturation Research‘, ANZMAC 2011
2010 BUCHANAN-OLIVER, M.,  SEO, Y.,  ‘Luxury Brand Culture: Exploring Consumer Experiences of Luxury Brands‘, 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain
2010 BULMER , S.,  BUCHANAN-OLIVER, M.,  ‘Marketing Communications: Resources for National Identity Projects‘, CMC 2010: Corporate and Marketing Communications Conference, Aarhus, April 21-23, CMC 2010
2010 BUCHANAN-OLIVER, M.,  SRINIVASAN, A.,  ‘Service Science Perspectives and Paradoxes in Indian Information Technology Service Provision ‘, 1st International Conference on Service in Emerging Markets (ICSEM 2010)
2009 BULMER , S.,  BUCHANAN-OLIVER, M.,  ‘“Brands, Brand Communications and National Identity”‘, ANZMAC 2009
2009 BUCHANAN-OLIVER, M.,  SEO , Y.,  ‘“Conceptualising Computer Game Experience: Narratives, Play, and Hypermedia‘, ANZMAC 2009
2009 BUCHANAN-OLIVER, M.,  BENNETT , S.,  ‘“Relating to the Brand: Using Narrative Analysis to Explore the Internal Brand within a Large Organisation‘, ANZMAC 2009
2009 BUCHANAN-OLIVER, M.,  BENNETT , S.,  ‘Brand Portraits: Exploring Textual Representations of the Employee-Brand Relationship within a Large Organisation‘, European Academy of Management Conference (EURAM), Liverpool BEST TRACK PAPER
2009 BUCHANAN-OLIVER, M.,  SEO, Y.,  ‘Conceptualising Computer Game Experience: Narratives, Play, and Hypermedia‘, Australia New Zealand Marketing Academy Conference 2009, Melbourne, Australia
2009 BUCHANAN-OLIVER, M.,  CRUZ, A.,  ‘The Body and Technology: Discourses Shaping Consumer Experience and Marketing Communications of Technological Products and Services‘, Advances in Consumer Research, Association for Consumer Research, Duluth, MN, 36, 367-371.
2008 BUCHANAN-OLIVER, M.,  BRODIE , R.,  HUANG , D.,  ‘“Refining the Dimensions of the Brand in the Service Economy‘, Thought Leaders’ International Conference on Brand Management, University of Birmingham,
2008 BULMER , S.,  BUCHANAN-OLIVER, M.,  ‘The Power of Brands in the Construction of National Identity‘, Thought Leaders’ International Conference on Brand Management, University of Birmingham,
2007 BUCHANAN-OLIVER, M.,  KENNEDY, A.,  ‘Deploying the Jakobsonian Framework in Marketing Communications: The Institutional Semiotics of The Warehouse”‘, ANZMAC 2007
2006 BUCHANAN-OLIVER, M.,  ‘Cross-fertilization and Isomorphism: The Role of Consumer Culture Theory, Institutional Theory, and Institutional Semiotics in Business Markets‘, IMP 2006
Other
2010 SRINIVASAN, A.,  BUCHANAN-OLIVER, M.,  SAJTOS, L.,  KOLB, D.,  BRODIE, R.,  BREIDBACH, C.,  ‘Design Management and Delivery of IT-enabled Services: A Survey of Firms in the Indian IT Services Sector‘, Research Report:Centre of Digital Enterprise,Centre of IT and the Networked Economy and IBM Research



Share Print Email
AACSB EFMD EQUS ACCREDITED Accredited by Association of MBAs