Romana is Head of School at Victoria University Business School. Since 2011 she has been in senior leadership roles including the Deputy Dean, Director of Learning and Teaching, MBA Director, Postgraduate Coordinator and Director of Accreditation in the Victoria University Business School.

Romana is experienced in curriculum design, industry engagement within curriculum and improving student employability. She has taught extensively in international programs including Hong Kong, China, Singapore and Malaysia.

Her research interest lies in the experiences of individuals and broadly focuses on consumer behaviour/experiences, social and services marketing. Romana has published and presented her research in scholarly journals and conferences including the European Journal of Marketing, Journal of Marketing Management and Journal of Strategic Marketing. She is a Qualified Professional Market Researcher (QPMR), Certified Practicing Marketer (CPM) and a fellow of the Australia Marketing Institute.

Areas of expertise

  • Customer citizenship behaviour
  • family decision making
  • service and relationship marketing
  • service personnel and customer interactions
  • Social and non-profit marketing

Contact details

+61 (3) 9919 1515


Refereed journal articles

Hede, A.M., Thyne, M., Joisassen, A., & Garma, R. (2018) Comparing event attendees and their telecast audiences: a case study of a commemorative event, Event Management, 22(4), forthcoming.

Hede, A.M., Garma, R., Joisassen, A., and Thyne, M. 2014. Perceived Authenticity of the Visitor Experience in Museums: Conceptualization and Initial Empirical Findings. European Journal of Marketing, 48 (7/8), 1395-1412

Polonsky, MJ, Vocino, A, Landreth Grau S, Garma, R & Ferdous, AS 2012, 'The Impact of General and Carbon-Related Environmental Knowledge on Attitudes and Behaviour of US Consumers, Journal of Marketing Management, 28 (3-4), pp. 238-263

Polonsky, MJ, Garma, R & Landreth Grau S 2011, 'Western Consumers' Understanding of Carbon Offsets and its Relationship to Behavior', Asia-Pacific Journal in Marketing and Logistics, 23(5), pp. 583-603

Garma, R & Bove, L 2011, 'Contributing to Well-being: Customer Citizenship Behaviors Directed to Service Personnel', Journal of Strategic Marketing, 19(7), pp. 633-649

Polonsky, MJ, Lefroy, K, Garma, R & Chia, N 2011, 'Strategic and Tactical Alliances: Do Environmental Non-profits Manage them Differently?', Australasian Marketing Journal, 19, pp. 43-51

Polonsky, MJ, Landreth, SG & Garma, R 2010, 'The New Greenwash? Potential Marketing Problems with Carbon Offsets', International Journal of Business Studies, 18(1), pp. 49-54

Wong, CY, Polonsky, MJ & Garma, R 2008, 'The Impact of Consumer Ethnocentrism and Country of Origin Sub-components for High Involvement Products on Young Chinese Consumers' Product Assessments', Asia-Pacific Journal in Marketing and Logistics, 20 (4), pp. 455-478

Refereed book chapters

Garma, R. (2014) Green Consumers. In Green Growth and Travelism: Concept, Policy and Practice for Sustainable Tourism (edited by M. Jiang, T. DeLacy, G. Lipman, S. Vorster & R. Hawkins). London: Routledge, pp.97-111.

Polonsky, M.J., A. Vocino, S. Landreth Grau, Garma R. & A.S. Ferdous (2014) The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers. In Contemporary Issues in Green and Ethical Marketing (edited by M.G. McEachern & M.Carrigan). London: Routledge Taylor & Francis Group, pp. 49-73 (Reprint).

Polonsky, M.J. & Garma, R. (2013) Blueprinting: A Potential Tool for Improving Cause-Donor Exchanges. In Voluntary and Non-Profit Management (edited by S.P. Osborne). London: SAGE Publications (Reprint).

Garma, R. & Bove, L (2011) Customers and their positive impact on service personnel job outcomes. In: Advances in service quality, innovation, and excellence. Cornell University, School of Hotel Administration, Center for Hospitality Research, Ithaca, NY, pp. 89-91.

Conference presentations

Garma, R. & Bove, L. (2011) Customer citizenship behavior and its impact on service personnel’s burnout and job satisfaction. QUIS12 (The 12th International Research Symposium on Service Excellence in Management), Cornell University, Ithaca, New York, USA, June 2-5).

Carlson, L., Dorsch, M., Reilly, T., Cummings, S., Garma, R., Landreth Grau, S., Martinez, J., Levy, M., Polonsky, M.J., Royne, M., & Grove, S.J. (2011) New directions in environmental advertising and green marketing claims research. 2011 American Academy of Advertising Asia-Pacific Conference to be held in Brisbane, Australia, June 8-10, 2011.

Garma, R. & Bove, L. (2009) Customer citizenship behaviours directed at service personnel: what the experts have to say. In Tojib, D. (ed.). Australian and New Zealand Marketing Academy Conference December 2009, Melbourne: Monash University (ISBN 1 86308 158 5).

Polonsky, M.J., Vocino, A. & Garma, R. (2009) Modelling general and carbon related environmental knowledge, attitudes and behaviour. In Tojib, D. (ed.). Australian and New Zealand Marketing Academy Conference December 2009, Melbourne: Monash University (ISBN 1 86308 158 5).

Polonsky, M.J., Landreth, S.G. & Garma, R. (2009) Exploring US consumers understanding of carbon offsets. 2009 Academy of Marketing Science Annual Conference, Baltimore.

Research grants

2010: Parks Victoria - Werribee Park Mansion: Reconnecting with Communities (with S.Ali, $31,680).

2011: International Teaching and Learning Grant, Sustainability Education for the MBA with partners from Sunway College Malaysia and Beijing Jiatong University China, Victoria University ($9,910).

Teaching responsibilities


Postgraduate unit: BGP7730 Business Research Project



Principal supervision of 1 PhD student

Co-supervision of 1 PhD student, 1 Master by Research student

Current supervision

Principal supervision of 1 PhD student, 1 DBA student

Co-supervision of 4 DBA students

Professional membership

  • Australian Marketing Institute (AMI)
  • Australian Market and Social Research Society (AMSRS)
  • Australia and New Zealand Marketing Educators (ANZMAC)
  • Council for Australian University Tourism and Hospitality Education (CAUTHE)