Based on my diverse background, my research interests and projects span branding and sport marketing, in particular brand activism and sport sponsorship decisions. I am also interested in professional service and relationship marketing, specifically the changing nature of the frontline service employee role. I am currently working in the areas of frontline automation & technology integration and the resultant changes to customer experience and the customer/employee relationship. I have presented my research at academic conferences internationally including the Academy of Marketing Science, European Marketing Association Conference and the Frontiers in Service Conference.
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.
Vredenburg, Jessica, Sommer Kapitan, Amanda Spry, and Joya Kemper (2019), “Brands Taking a Stand: Authentic Brand Activism or Woke Washing?”