... """"iii ofF~is made: I '.-di... more ... """"iii ofF~is made: I '.-diI;a44 approat:h. IL otba WOldt, !benn~iaaor .....iaIioo of the ... Furthermore, ad attitude was also found to be an important factor in discriminating winning ads from losing ads as defined by sales (Haley and Baldinger 1991; cf, Rossiter and Eagleson 1994). ...
Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiven... more Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of
We examine how trust can be engendered by Internet retailers; in particular, whether brand names ... more We examine how trust can be engendered by Internet retailers; in particular, whether brand names and transaction guarantees affect the willingness of individuals to transact on the Internet. Our survey design allows us to quantify the impact of these strategies on consumer attitudes (purchase intention). The results of our survey indicate that brand names significantly increase consumer willingness to transact on the Internet. At the same time, transaction guarantees are an even more effective strategy in achieving this purpose.
With increasing marketisation of higher education, universities now have to show that they are pr... more With increasing marketisation of higher education, universities now have to show that they are providing value to their students. One way of doing this is to demonstrate that their graduates have acquired skills beyond discipline-based knowledge. These are generic skills like critical thinking, intellectual curiosity, problem-solving, and so forth. However, in order to demonstrate this, universities have to show how its teaching contributes to the fostering of these skills. This can be a challenge for the many reasons. Our mapping approach overcomes most of the obstacles by developing multiple indicators for each generic skill, making it easy to involve the lecturers-in-charge, summarising all their evaluations into important dimensions and finally representing the data in a three-dimensional visual map. This allows all the marketing subjects to be simultaneously evaluated in their ability to foster different generic skills. This generates useful insights for effective curriculum de...
This paper proposes a conceptualisation of consumers' café experiences that combines motivati... more This paper proposes a conceptualisation of consumers' café experiences that combines motivational orientation and situational variables. We argue that situational variables, when applied to a café, offer a unique and innovative approach to measure consumers' affective responses to value. By viewing espresso experiences from the perspective of consumers, this paper accounts for multilayer motivational orientation and multi-faceted situational variables: physical,
Journal of Database Marketing & Customer Strategy Management, 2005
INTRODUCTION To date, although there has been an abundance of literature on managing customer rel... more INTRODUCTION To date, although there has been an abundance of literature on managing customer relationships, 1,2 less is known about managing profitable customers. One approach, termed the loyalty or retention approach, is a result of a backlash against the ...
The notion of self-branding has drawn myriad academic responses
over the last decade. First popul... more The notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the current political climate: neoliberal individualism. Another objective here is to imbue the concept of self-branding with a marketing perspective and show how the ‘celebrities’ of self-branding manifest at a marketing media nexus distinct to the opening decades of the twenty-first century. Building on literature from mostly media and cultural studies, this critique sees self-branding as a distortion of key branding principles that has obvious implications for its practitioners and advocates. The article shows that, despite inherent tensions and problematic ironies, self-branding persists through the rise of Social Media Influencers; we consider three of these whose fame and following was achieved via the practices and phenomena under consideration.
The number of major product-recall incidents involving established brands have increased markedly... more The number of major product-recall incidents involving established brands have increased markedly over the last few years. Although the direct costs have been evaluated in these cases (typically in the millions), the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. This paper applies a simulated multistage choice-based experiment to assess the impact of hypothetical product-recall experiences on brand-equity measures and, importantly, future brand choice. Contrary to some evidence, we find that product-recall experience has greater negative impacts for established strong brands than weaker non-established brands. Additionally, attributes of product recall such as the seriousness of the recall problem and speed of recall announcement impact on pre- and post-recall differences in consumer evaluations of brand equity. Differences in brand-equity evaluations for the established strong brand significantly affect post-recall choice.
... The authors explained this non-match-up effect by saying either (i) that the way the ad is co... more ... The authors explained this non-match-up effect by saying either (i) that the way the ad is constructed did not trigger the right target attribute properly, or (ii) perhaps no match-up was necessary. ... I heard a rumour that Tom Cruise is advertising for Mazda. What do you think of that? ...
... The study is a 2 x 2 experimental design with 2 celebrities (Bruce Willis and Orlando Bloom) ... more ... The study is a 2 x 2 experimental design with 2 celebrities (Bruce Willis and Orlando Bloom) crossed with 2 brands of watches (Breitling and Swatch) to yield 4 experimental cells (1 to 4). There are also two control cells (5 and 6). The experimental ad shows the face of the ...
... """"iii ofF~is made: I '.-di... more ... """"iii ofF~is made: I '.-diI;a44 approat:h. IL otba WOldt, !benn~iaaor .....iaIioo of the ... Furthermore, ad attitude was also found to be an important factor in discriminating winning ads from losing ads as defined by sales (Haley and Baldinger 1991; cf, Rossiter and Eagleson 1994). ...
Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiven... more Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of
We examine how trust can be engendered by Internet retailers; in particular, whether brand names ... more We examine how trust can be engendered by Internet retailers; in particular, whether brand names and transaction guarantees affect the willingness of individuals to transact on the Internet. Our survey design allows us to quantify the impact of these strategies on consumer attitudes (purchase intention). The results of our survey indicate that brand names significantly increase consumer willingness to transact on the Internet. At the same time, transaction guarantees are an even more effective strategy in achieving this purpose.
With increasing marketisation of higher education, universities now have to show that they are pr... more With increasing marketisation of higher education, universities now have to show that they are providing value to their students. One way of doing this is to demonstrate that their graduates have acquired skills beyond discipline-based knowledge. These are generic skills like critical thinking, intellectual curiosity, problem-solving, and so forth. However, in order to demonstrate this, universities have to show how its teaching contributes to the fostering of these skills. This can be a challenge for the many reasons. Our mapping approach overcomes most of the obstacles by developing multiple indicators for each generic skill, making it easy to involve the lecturers-in-charge, summarising all their evaluations into important dimensions and finally representing the data in a three-dimensional visual map. This allows all the marketing subjects to be simultaneously evaluated in their ability to foster different generic skills. This generates useful insights for effective curriculum de...
This paper proposes a conceptualisation of consumers' café experiences that combines motivati... more This paper proposes a conceptualisation of consumers' café experiences that combines motivational orientation and situational variables. We argue that situational variables, when applied to a café, offer a unique and innovative approach to measure consumers' affective responses to value. By viewing espresso experiences from the perspective of consumers, this paper accounts for multilayer motivational orientation and multi-faceted situational variables: physical,
Journal of Database Marketing & Customer Strategy Management, 2005
INTRODUCTION To date, although there has been an abundance of literature on managing customer rel... more INTRODUCTION To date, although there has been an abundance of literature on managing customer relationships, 1,2 less is known about managing profitable customers. One approach, termed the loyalty or retention approach, is a result of a backlash against the ...
The notion of self-branding has drawn myriad academic responses
over the last decade. First popul... more The notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the current political climate: neoliberal individualism. Another objective here is to imbue the concept of self-branding with a marketing perspective and show how the ‘celebrities’ of self-branding manifest at a marketing media nexus distinct to the opening decades of the twenty-first century. Building on literature from mostly media and cultural studies, this critique sees self-branding as a distortion of key branding principles that has obvious implications for its practitioners and advocates. The article shows that, despite inherent tensions and problematic ironies, self-branding persists through the rise of Social Media Influencers; we consider three of these whose fame and following was achieved via the practices and phenomena under consideration.
The number of major product-recall incidents involving established brands have increased markedly... more The number of major product-recall incidents involving established brands have increased markedly over the last few years. Although the direct costs have been evaluated in these cases (typically in the millions), the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. This paper applies a simulated multistage choice-based experiment to assess the impact of hypothetical product-recall experiences on brand-equity measures and, importantly, future brand choice. Contrary to some evidence, we find that product-recall experience has greater negative impacts for established strong brands than weaker non-established brands. Additionally, attributes of product recall such as the seriousness of the recall problem and speed of recall announcement impact on pre- and post-recall differences in consumer evaluations of brand equity. Differences in brand-equity evaluations for the established strong brand significantly affect post-recall choice.
... The authors explained this non-match-up effect by saying either (i) that the way the ad is co... more ... The authors explained this non-match-up effect by saying either (i) that the way the ad is constructed did not trigger the right target attribute properly, or (ii) perhaps no match-up was necessary. ... I heard a rumour that Tom Cruise is advertising for Mazda. What do you think of that? ...
... The study is a 2 x 2 experimental design with 2 celebrities (Bruce Willis and Orlando Bloom) ... more ... The study is a 2 x 2 experimental design with 2 celebrities (Bruce Willis and Orlando Bloom) crossed with 2 brands of watches (Breitling and Swatch) to yield 4 experimental cells (1 to 4). There are also two control cells (5 and 6). The experimental ad shows the face of the ...
Our paper reviews the literature on customer development and reports findings from an exploratory... more Our paper reviews the literature on customer development and reports findings from an exploratory survey of practices in Australian companies. We find that companies that build customer development plans around increases in revenues, rather than reductions in cost-to-serve achieve better development outcomes. Superior performance at customer development seems to be strongly associated with managing the revenue side of the profit equation. We conclude with recommendations for further research.
Our survey of CRM competencies in 170 Australian companies focussed on 4 main areas: customer kn... more Our survey of CRM competencies in 170 Australian companies focussed on 4 main areas: customer knowledge, customer acquisition, customer retention, and customer development. We find that current practice is rather elementary. Companies are failing to perform the basic tasks of generating customer knowledge, customer acquisition, customer retention and customer development with a high level of competence. We find that there is considerable potential for improvement.
We discuss an issue critical to companies that invest in Customer Relationship Management (CRM): ... more We discuss an issue critical to companies that invest in Customer Relationship Management (CRM): how to assess return on investment (ROI). A number of issues make this task challenging. First, defining the boundaries of CRM; second, establishing what constitutes a CRM investment; third, deciding what counts as a ‘return’ on that investment; and, finally, choosing the time frame to use in the assessment. We first review the literature on the effectiveness of CRM, and then propose a customer-journey approach to computing ROI on CRM. This approach traces the customer’s value from initial acquisition, through development to retention. We then propose a series of research propositions that can help inform how business performance can be affected while implementing CRM.
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over the last decade. First popularised in a provocative piece
published in Fast Company, self-branding has been criticised by
some on theoretical, practical and ethical grounds, while others
have endorsed and propelled the idea. This article considers how
and why the concept of self-branding has become so prevalent.
We contend that it parallels the growth of digital technology
(particularly social media) embedded in the current political climate:
neoliberal individualism. Another objective here is to imbue
the concept of self-branding with a marketing perspective and
show how the ‘celebrities’ of self-branding manifest at a marketing
media nexus distinct to the opening decades of the twenty-first
century. Building on literature from mostly media and cultural
studies, this critique sees self-branding as a distortion of key
branding principles that has obvious implications for its practitioners
and advocates. The article shows that, despite inherent
tensions and problematic ironies, self-branding persists through
the rise of Social Media Influencers; we consider three of these
whose fame and following was achieved via the practices and
phenomena under consideration.
over the last decade. First popularised in a provocative piece
published in Fast Company, self-branding has been criticised by
some on theoretical, practical and ethical grounds, while others
have endorsed and propelled the idea. This article considers how
and why the concept of self-branding has become so prevalent.
We contend that it parallels the growth of digital technology
(particularly social media) embedded in the current political climate:
neoliberal individualism. Another objective here is to imbue
the concept of self-branding with a marketing perspective and
show how the ‘celebrities’ of self-branding manifest at a marketing
media nexus distinct to the opening decades of the twenty-first
century. Building on literature from mostly media and cultural
studies, this critique sees self-branding as a distortion of key
branding principles that has obvious implications for its practitioners
and advocates. The article shows that, despite inherent
tensions and problematic ironies, self-branding persists through
the rise of Social Media Influencers; we consider three of these
whose fame and following was achieved via the practices and
phenomena under consideration.
review the literature on the effectiveness of CRM, and then propose a customer-journey approach to computing ROI on CRM. This approach traces the customer’s value from
initial acquisition, through development to retention. We then propose a series of research propositions that can help inform how business performance can be affected while implementing CRM.