Associate Professor Sarah Jane Kelly

Associate Professor

School of Law
Faculty of Business, Economics and Law
s.kelly@law.uq.edu.au
+61 7 334 63488

Overview

Sarah is an Associate Professor in Marketing and Law at the University of Queensland. Sarah has multidisciplinary training in law, marketing and psychology and has practiced previously as a commercial lawyer and manager. She has won awards for her undergraduate and postgraduate teaching and is currently teaching sports law. She has conducted research and consultancy in sport, governance and marketing with industry, government and the not-for-profit sector nationally and internationally. She has published in leading academic peer reviewed journals and her expertise extends to sports law, marketing and management, consumer behaviour and branding. Sarah is the academic lead of a global sports technology accelerator at UQ, in partnership with the HYPE Foundation, and previously led the MBA program to a ranking of 1 in Australia and 10th globally during her four-year tenure. Sarah is Deputy Chairman of the Brisbane Lions AFL club and holds several Non-Executive Directorships including the Wandering Warriors and Sports Analytics, and is currently on the National Education Advisory board for the Australian Institute of Company Directors.

Research Interests

  • Sports Marketing and Law
    Sports Scandal Impacts Ambush marketing in sport Commercialisation of sport Arbitration and governance Sports marketing Fandom Sports sponsorship effectiveness and metrics Alcohol in sport Corruption in sport Doping Athlete contracting
  • Branding
    Brand confusion Trademark Law and brand similarity measurement Geographic indicator marks Consumer behaviour Brand equity measurement and strategy Supermarket imitation branding
  • Consumer Behaviour
    Consumer memory Social identity and consumers Consumer psychology Consumer vulnerability and welfare

Qualifications

  • Doctor of Philosophy, The University of Queensland
  • Master of Business Administration, The University of Queensland
  • BLaws (Hons), The University of Queensland
  • BCom, The University of Queensland

Publications

View all Publications

Supervision

  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision

Publications

Journal Article

Conference Publication

  • Kelly, SJ, Cornwell, TB and Coote, LV (2009). Mellowing Skeptical Consumers: An Examination of Sponsorship Linked Advertising. In: ADVANCES IN CONSUMER RESEARCH, VOL XXXVI. 36th Annual Conference of the Association-for-Consumer-Research, San Francisco CA, (730-730). OCT 23-26, 2008.

  • Kelly, Sarah J., Cornwell, T. Bettina and Coote, Leonard V. (2009). The impact of ambush advertising on consumer memory for sponsor brand. In: 2009 AMA Winter Educators' Conference, Tampa, FL, (). 20-23 February 2009.

  • Kelly, Sarah J., Cornwell, T. Bettina and Coote, Leonard V. (2007). Consumer skepticism and thematically tied advertising response. In: Andrea L. Dixon and Karen A. Machleit, 2007 AMA Winter Educators’ Conference Marketing Theory and Applications. 2007 AMA Winter Educators' Conferencee, San Diego, CA, United States, (104-105). 16 - 19 February 2007.

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Associate Advisor

Completed Supervision