Faculty Staff Profile

Dr. Francis Farrelly is an Associate Professor at the Department of Marketing at Monash University who specialises in marketing strategy, sport marketing, consumer culture, branding and product design. One of the first in Australia to publish in the area, his PhD was financed by the AFL and focussed on branding and strategic sport sponsorship. His research has been published in leading journals and his work in the field is recognised internationally. He recently was invited to present his work at the Harvard Business School.

Francis has consulted on marketing projects for numerous organisations both in Australia and in international markets over a ten year period ranging from one-off projects to long term strategic plans over a period of years. This includes work with Australian Football League (AFL), the National Basketball League (NBL), and the National Football League of North America (NFL), several professional sports teams such as the Melbourne Storm and the Adelaide Football Club, and numerous other organisations such as Rip Curl, the TAC, World Vision and others. He is presently working on a project relating to the London 2012 Olympics.

surfing, music

marketing strategy, branding, design, sport marketing, sponsorship

Some More Recent Publications Include:

Beverland, M.B. and Farrelly, F (2010), The quest for authenticity in consumption: consumers' purposive choice of authentic cues to shape experienced outcomes, The Journal of Consumer Research, forthcoming.

Farrelly, F. (2010), Not playing the Game; Why Sport Sponsorship Relationships Breakdown, The Journal of Sport Management, forthcoming.

Beverland, M, Farrelly F. and Napoli, J. (2010), Can all Brands Innovate in the Same Way? Towards a Typology of Brand Position and Innovation Effort, Journal of Product Innovation Management (forthcoming).

Farrelly, F., and Lim, E. (2009), "The dark side of pet ownership: status and control bases for pet consumption," Journal of Business Research, 61(4), p. 78-94.

Farrelly, F, Greyser, S and Quester, P. (2007), Taking the Game Inside, Sport Sponsorship and Internal Marketing, Harvard Business Review, Vol. 85, Issue 9, p22-24.

Beverland, M.B., and Farrelly, F.J. (2007), What does it mean to be design-led? Design Management Review, 18(4), 5-15.

Beverland, M.B., Farrelly, F. and Woodhatch, Z. (2007), "Exploring Value Dynamics within Advertising Agency-client Relationships," Journal of Advertising, 36 (4), 49-60.

Farrelly, F, Quester, P and Greyser, S. (2005) Defending the Co-Branding Benefits of Sponsorship in B2B Partnerships: The Case of Ambush Marketing, Journal of Advertising Research, Vol. 45, No. 3, pp 31-39.

Farrelly, F. (2005) Developing a Competitive Advantage through Sponsorship, The International Journal of Sport Marketing and Sponsorship, Vol 7, No.1, 10-13.

Farrelly, F. & Quester, P. (2005) Examining Important Relationship Quality Constructs of the Sponsorship Exchange, Industrial Marketing Management, Vol 10. NO. 4, 24-32.

Farrelly, F. & Quester, P. (2004) Investigating Large Scale Sponsorship Relationships as Co-Marketing Alliances, Business Horizons, Vol 3, No. 1, 78-88.

Beverland, M & Farrelly, F. (2004) Customer Desired Value Change, Journal of Marketing Management, Vol. 3, No 3. 26-32.

Fahy, J, Farrelly, F and Quester, P (2004) Competitive Advantage through Sponsorship: A Conceptual Model, European Journal of Marketing, Vol 11, No. 6, p87-96.

Farrelly, F. & Quester, P. (2003) What Drives Renewal of the Sponsorship Principal/ Agent Relationship, Journal of Advertising Research, Vol 43, No. 4, 1-9.

Farrelly, F. & Quester, P. (2003) The Effects of Market Orientation on Trust and Commitment: the Case of the Sponsorship Business-to-Business relationship, European Journal of Marketing, Vol. 37, No. 3/4, 530-553.

supervising several students in topics ranging from brand management, sport fan behaviour, consumer culture, and product design.