Anne-Marie joined Victoria University in 2007 as Associate Professor of Marketing. Since 2011 she has been in senior leadership roles including Head of School (Acting), Associate Dean and Director of Research & Research Training in the Victoria University Business School. In 2015, she was Acting Dean, Graduate Research and commenced another secondment to the role in January 2017.

Anne-Marie’s PhD focused on the relationship between personal values and satisfaction, and was set within the context of special events.

Since completing her PhD in 2004 she has been successful in attracting grants from a range of organisations with much of this research being undertaken on consumer behaviour in the cultural events and attractions arena. Her research interests focus on:

  • consumer behaviour
  • branding and authenticity
  • arts marketing.

Anne-Marie was co-editor of Tourism, Culture and Communication with Professor Brian King, and is currently on the editorial board. She is also on the Editorial Board of the Journal of Vacation Marketing and Arts Marketing: An International Journal.

She has published and presented her research in scholarly journals and conferences including the European Journal of Marketing, Journal of Marketing Management and Macromarketing. She is a member of the UK Academy of Marketing and Deputy Chair of its Arts, Heritage and Tourism Special Interest Group.

As an experienced researcher, Anne-Marie collaborates with researchers from the University of Otago, University of Birmingham and Copenhagen Business Schools.

Anne-Marie is delighted to be in the Dean Graduate Research role as she sees graduate research as one of the most exciting times in a researcher’s career where the foundations of excellent research and research skills are developed.

Recent publications


Hede, A.-M. & Rentschler, R. (Eds) (2010) Reflections on Anzac Day, Heidelberg Press, Melbourne.

Rentschler, R. & Hede, A.-M. (Eds) (2007). Museum Marketing. London. Elsevier. ISBN 9780750680653

Book chapters

Kellett, P. & Hede, A.-M. (forthcoming) Social media: implications for human resource management in events. In S. Gyimóthy, A. M. Munar & L. A. Cai (Eds.), Tourism Social Media. London: Emerald.

Hede, A.-M. & Hall, E. J. (2012) Evoked Emotions: Analysis of attendee experiences at Anzac Day events. In K. Hyde, C. Ryan & A. Woodside (Eds.), Field Guide to Case Study Research in Tourism (Vol. 6, pp. 45–60). Bingley, UK: Emerald Group Publishing Limited ISBN 978-1-78052-742-0

Hede, A.-M. (2008) Food and wine festivals: Stakeholders, long-term outcomes and strategies for success, in Hall, M., & Sharples, E. Food and Wine Festivals and Events around the World. Elsevier. ISBN: 978-0-7506-8380-7

Refereed journal articles

Hede, A.-M. & Watne, T. (2013) Leveraging the human side of the brand using a sense of place: case studies of craft breweries, Journal of Marketing Management, 29 (1-2), 207-224.

Hede, A.-M. & Kellett, P. (2012) Building online brand communities: exploring the benefits, challenges and risks in the Australian Event Sector. Journal of Vacation Marketing, 18 (3), 239-250.

Kerrigan, F., Shivanandan, J. & Hede, A-M. (2012) Nation Branding: A Critical Appraisal of Incredible India, Journal of Macromarketing, September 2012 32: 319-327.

Hede, A.-M. & Kellett, P. (2011) Marketing communications for special events: analysing managerial practice, consumer perceptions and preferences. European Journal of Marketing, 45(6), 987-1004.

Hede, A.-M. & Thyne, M. (2010) A journey to the authentic: museum visitors and their negotiation of the inauthentic. Journal of Marketing Management, Vol. 26, Issue 7-8, pp.686-705.

Teaching responsibilities

Postgraduate research students and fellows


Principal supervision of 1 PhD student, 1 post-doctoral fellow

Co-supervision of 1 PhD student, 2 DBA students

Current supervision

Principal supervision of 8 PhD students, 1 post-doctoral fellow

Co-supervision of 2 PhD students, 2 DBA students

Research grants

2012: City of Melbourne: Evaluation of Melbourne Spring Fashion Festival Social Media Strategy. $39,000

2011: Sustainability Victoria: Developing Sustainable Households in Melbourne's West. $49,000

Professional membership

  • Australian Market & Social Research Society (AMSRS) member
  • Australian & New Zealand Marketing Society (ANZMAC) member
  • UK Academy of Marketing member
  • UK Academy of Marketing Arts, Heritage and Tourism Special Interest Group Deputy Chair

Appearances in the media

Areas of expertise

  • Consumer behaviour
  • Cultural consumption: events, museums, destinations
  • Research in culturally and linguistically diverse communities
  • Social media adoption and organisational impacts

Contact details