Dr 'Ilaisaane Fifita

PhD, MCom(Hons), BCom(Hons), BBIM

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Professional Teaching Fellow

Research | Current

  • Consumer resistance and social marketing (tobacco control)
  • Cross-cultural research and identity
  • Consumer behaviour

Journal Articles:

Fifita, I., Seo, Y., Ko, E., Conroy, D., Hong, D. (2019). Fashioning organics: Wellbeing, sustainability, and status consumption practices, Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.01.005

Fifita, I., Smith, S. D., & Fernandez, K. V. (2015). The role of self-construal in resisting tobacco smoking. Australasian Marketing Journal (AMJ)23(4), 294-302. https://doi.org/10.1016/j.ausmj.2015.10.004

Pettigrew, S., Anderson, L., Boland, W., de La Ville, V., Fifita, 'I., Fosse-Gomez, M., Kind, M., Luukkanen, L., Martin,I., Ozanne, L., Pirouzk, D., Prothero, A & Stovall, T. (2014) The experience of risk in families: conceptualisations and implications for transformative consumer research. Journal of Marketing Management, 30 (17/18), 1772-1799. https://doi.org/10.1080/0267257X.2014.955044

Teaching | Current

2019: B101 - Business Enterprise and MKTG201 - Marketing Management

 

Distinctions/Honours

2016 KSMS International Conference - Doctoral Thesis Excellence Award 

Areas of expertise

Cross-cultural research, social marketing (tobacco control), self-construal, identity, consumer resistance, consumer behaviour and culture.

Selected publications and creative works (Research Outputs)

  • Fifita, I. (2017). Consumer resistance to luxury gift-giving. Paper presented at Global Fashion Management Conference, Vienna, Austria. 6 July - 9 July 2017. 2017 Global Fashion Management Conference.
  • Fifita, I., Hong, D., Seo, Y., Ko, E., & Conroy, D. (2017). Sustainable food consumption as luxury fashion: Insights from the organic market in South Korea. Paper presented at Global Fashion Management Conference, Vienna, Austria. 6 July - 6 July 2017. 2017 Global Fashion Management Conference.
  • Fifita, I. M. (2017). Luxury organic food consumption in Korea. Paper presented at 2017 KSMS International Conference, Seoul, Republic of Korea. 11 November - 12 November 2017. 2017 Korean Scholars of Marketing Science International Conference.
  • Fifita, I. M. E., Smith, S. D., & Fernandez, K. V. (2015). The role of self-construal in resisting tobacco smoking. Australasian Marketing Journal, 23 (4), 294-302. 10.1016/j.ausmj.2015.10.004
    URL: http://hdl.handle.net/2292/27924
    Other University of Auckland co-authors: Karen Fernandez, Sandra Smith
  • Pettigrew, S., Anderson, L., Boland, W., de La Ville, V. I., Fifita, I. M. E., Fosse-Gomez, M. H., ... Ozanne, L. K. (2014). The experience of risk in families: Conceptualisations and implications for transformative consumer research. Journal of Marketing Management, 30 (17-18), 1772-1799. 10.1080/0267257X.2014.955044
  • Fifita, I. M. E., & Fernandez, K. V. (2014). Consumer resistance to improve well-being: Non-smokers perspective. Anti-consumption and Consumer Wellbeing, 60-62. Kiel, Germany.
    Other University of Auckland co-authors: Karen Fernandez
  • Fifita, I., & Fernandez, K. (2013). The role of self-construal in developing a resistant consumer identity. Paper presented at 2013 Australian and New Zealand Marketing Academy Conference: Engaging with our future, Auckland, New Zealand. 1 December - 4 December 2013. Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference.
    Other University of Auckland co-authors: Karen Fernandez

Contact details

Primary office location

SIR OWEN G GLENN BUILDING - Bldg 260
Level 4, Room 404
12 GRAFTON RD
AUCKLAND CENTRAL
AUCKLAND 1010
New Zealand