Alex Belli

Dr Alex Belli


Adelaide Business School

Faculty of the Professions

Eligible to supervise Masters and PhD (as Co-Supervisor) - email supervisor to discuss availability.

I am a lecturer (assistant professor) in marketing at The University of Adelaide. I completed my PhD in Marketing at University of Technology Sydney (UTS) in 2019 and since 2014 I have been working as a lecturer and workshop facilitator across five Australian Universities, including UTS, the University of Sydney, and Macquarie University.

My research is currently under review at top tier journals in my field, including Journal of Consumer Research (A* ABDC FT50), and has been featured in the Journal of the Academy of the Marketing Science (A* ABDC, FT50). My research interests include consumer choice, judgement and decision making, consumer wellbeing, inter-personal relationships, and promotional strategies.

My passion for teaching has been formally acknowledged by two Universities over the years, with a Higher Commendation for Teaching at UTS in 2018 and a Student-led award at Macquarie University in 2017. My teaching initiatives have also been featured in several University media outlets.

What drives my research is discovering applicable and impactful real-world solutions to consumer, marketing, and public policy issues faced today and improving modern society’s quality of life. In particular, my research interests cover the following broad research areas:

  1. Decision-making and consumer wellbeing;
  2. Social influence and interpersonal relationships, including consumer interactions online and with A.I. recommendation agents;
  3. The effectiveness of sales promotions, brand loyalty and product-launch strategies.

I have mainly adopted a mixed-method approach using meta-analytical modelling and experimental research to investigate these research domains. Specifically, meta-analysis allows me to understand and identify theoretical gaps in the extant literature while uncovering novel angles to explore substantive marketing and consumer behaviour problems. In turn, the complementary use of experimental research enables me to test for new psychological processes and theories previously emerged from my meta-analytical results.

My research has so far been featured in the Journal of the Academy of Marketing Science (A*, FT50) and The International Review of Retail Distribution and Consumer Research (B). I have also served as an ad-hoc reviewer for the European Journal of Marketing (A*, ABDC).

During my PhD, I won the 3 Minute Thesis (3MT) Competition at the University of Technology Sydney in 2017 and represented the University at the finals at University of Queensland.

  • Language Competencies

    Language Competency
    English Can read, write, speak, understand spoken and peer review
    French Can read, write, speak and understand spoken
    German Can read, write, speak and understand spoken
    Italian Can read, write, speak, understand spoken and peer review
  • Education

    Date Institution name Country Title
    2013 - 2018 University of Technology Sydney Australia PhD
    2009 - 2012 University of Modena and Reggio Emilia Italy Master's of International Management
    2008 - 2012 Augsburg University of Applied Sciences Germany Diploma in Business Administration
    2006 - 2009 University of Modena and Reggio Emilia Italy Bachelor's in International Economics and Marketing
  • Journals

    Year Citation
    2021 Belli, A., O’Rourke, A. M., Carrillat, F. A., Pupovac, L., Melnyk, V., & Napolova, E. (2021). 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis. Journal of the Academy of Marketing Science.
    2015 Martinelli, E., Belli, A., & Marchi, G. (2015). The role of customer loyalty as a brand extension purchase predictor. International Review of Retail, Distribution and Consumer Research, 25(2), 105-119.
    DOI Scopus9

ACR Travel Stipend Recipient (Association for Consumer Research), 2017.

Behavioural Grant Lab Recipient (UTS Business School), 2017.

Teaching Interests

Marketing Research, Digital Marketing and Social Media, Consumer Analytics (Big Data), Services Marketing, International Marketing, Consumer Behaviour.


Teaching Accolades

High Commendation at the 2018 UTS Teaching and Learning Awards, 2018 Category: Teaching by a Casual or Sessional Staff Member - 'For his great efforts in engaging and inspiring students, conveying his passion for marketing, his professionalism and his ability to facilitate learning in this discipline’ 

Macquarie University Faculty of Business and Economics Student Nominated Teaching Award, 2017

Macquarie University Student Experience Award 2015 – Dean’s Excellence Award for Teaching, 2016

UTS Undergraduate Business Prize for Excellence in Teaching Spring 2015, 2016

  • Other Supervision Activities

    Date Role Research Topic Location Program Supervision Type Student Load Student Name
    2021 - ongoing Co-Supervisor Transcendent consumer experiences The University of Adelaide PhD Doctorate Full Time Katelyn Harris
    2021 - ongoing Co-Supervisor Consumer unethnical behaviour University of Technology Sydney PhD Doctorate Full Time Aimee Smith
  • Offices Held

    Date Office Name Institution Country
    2020 - 2021 Lecturer in Marketing University of Technology Sydney Australia
    2019 - 2019 Lecturer in Marketing Australian Catholic University Australia
  • Position: Lecturer
  • Phone: 83137489
  • Email:
  • Campus: North Terrace
  • Building: Nexus 10, floor 10
  • Room: 10 50
  • Org Unit: Adelaide Business School

Connect With Me
External Profiles