Associate Professor Frank Alpert

Associate Professor

School of Business
Faculty of Business, Economics and Law
+61 7 334 68090


Frank has received both the Pearson ANZMAC Distinguished Educator Award and the ANZMAC Distinguished Researcher Award. These awards from the Australian and New Zealand Marketing Academy are the highest recognition for teaching and research in marketing in our region. (See for details). He is a Fellow of the Australian Marketing Institute and a Certified Practicing Marketer. His interests are in marketing strategy, including brand strategy and brand positioning. He is an expert in Keller Customer-Based Brand Equity model for measuring and growing brand equity. He is happy to speak with industry and the media about branding topics.

Frank has 30 years experience teaching and researching in Marketing. He has published in leading journals such as the Journal of Marketing (two articles, lead author on both), Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and European Journal of Marketing. He was also founding Editor and then Co-Editor of the Australasian Marketing Journal, the official journal of the Australian and New Zealand Marketing Academy. He has a special interest in the entertainment software industry, and also in innovations in higher education. He provides a fast response for the media, and advanced yet clear and relevant presentations to industry.

Research Interests

  • Applications of Keller Customer-Based Brand Equity Model
    Keller's Customer-Based Brand Equity model provides a system for conceptualising, measuring, building, and managing brand equity. See his book, Kevin Keller, Strategic Brand Management. There are many research and application opportunities that involve using Keller's CBBE model to address branding issues.
  • Use of Videos in Lecture Classes
    Many believe lecture classes need to be made more interesting to students and to utilise the latest technology. What is the nature and extent of video use in lecture classes today? How do students feel about the use of videos in lecture classes. This project will address these issues. Project in progress.
  • Revitalizing the Live Lecture Class with Instructor-Created Videos
    Today the lecture class as a format for higher education is under attack more than ever. This paper addresses the research question of how lectures can be modernized and revitalized through new uses of digital technology–in particular, video. Critics of lecturing have for a long time observed that lecture classes can be weak on student engagement and motivation to attend class. This paper introduces one way to help modernize and revitalize the live lecture class session, a new conceptualization of the instructor created video. Instructor created videos are defined and distinguished from current hybrid and alternative forms of technology integration that are proliferating in higher education such as flipped and blended classrooms. Many, if not most videos used in lectures are ‘third party videos’ (made by others), whereas instructor created videos are ‘first party videos’. The author develops and defines the concept of VIDS (Videos Instructor Designed and Starring). VIDS examples illustrate the concept from the author’s experience in a course with 158 students. Student feedback based on survey results is positive. Suggestions for making better videos are offered based on the implementation experience. The VIDS innovation is discussed within the context of the ‘crisis of the lecture’ and offered as one tool to help modernize and revitalize the live lecture class. Working paper.
  • Freemium Pricing Model Used in Mobile Gaming
    The freemium pricing model used in mobile gaming is new and little understood. This project will help better understand consumer in-app purchasing behaviour. Project in progress.
  • Forecasting Consumer Perceptions of Product Innovativeness
    How innovative is a new product to consumers? Why is it perceived to be innovative and does perceived innovativeness affect consumer intention to adopt new products? Some investigations have explored consumers’ perceptions of innovativeness, but this prior research is fragmented and contains no comprehensive definition and examination of the construct of “consumer perceived innovativeness” (CPI—how innovative the product is from the consumer’s perspective). This study proposes a new conceptualization for CPI based upon extant theory, qualitative research and two quantitative pilot studies. It then identifies and tests key causes and consequences of CPI on a national sample of consumers using a range of different innovations. This allows addressing the “so what?” (consequences) and the “how do you manage it?” (causes). The research extends work in the new product development area by (i) defining CPI within its nomological net and proposing an operational measure based on psychometric testing, (ii) suggesting that affect is more usefully viewed as a consequence of CPI rather than a dimension, and (iii) highlighting the important, yet often overlooked role, of perceived technology newness. These findings provide managers with a useful and practical theory for understanding and influencing consumer perceptions of a product’s innovativeness.


  • Doctor of Philosophy, University of Southern California
  • Master of Public Administration, University of California
  • Bachelor of Arts, University of California


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Book Chapter

  • Roberts, Christopher, Alpert, Frank and Roberts, Carissa (2016). Strategic drivers of customer engagement: Practical applications. Customer Engagement: Contemporary Issues and Challenges. (pp. 171-192) edited by Professor Roderick Brodie, Dr Linda Hollebeek and Dr Jodie Conduit.New York: Routledge.

Journal Article

Conference Publication

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor