Marketing plays a critical role in addressing macro- level societal problems, one of which relate... more Marketing plays a critical role in addressing macro- level societal problems, one of which relates to the reduction of meat consumption and increased consumption of alternative proteins. Such consumption practices are gaining attention given the rising concerns about food sustainability, safety, security, nutrition, and animal welfare. This paper provides a framework- based systematic review of alternative protein consumption research, identifying relevant articles published between 2000 and 2020. Our framework combines the socio-ecological model and capability, opportunity, and motivation model of behavior (COM-B) to identify the various factors influencing alternative protein consumption. Antecedents – facilitators and barriers – of alternative protein consumption are organized, synthesized, and discussed using this combined model of behavioral influence. Our review outlines methodological approaches, identifies main variables of interest, highlights the opportunity for further theoretical development, and identifies gaps in research related to individual- level opportunities and system- level motivations. We conclude with theoretical, contextual, and methodological directions for marketing and consumer research to better understand and shape decisions and practices regarding the consumption of alternative proteins
Despite a steady stream of international advertising literature, there is still much uncertainty ... more Despite a steady stream of international advertising literature, there is still much uncertainty and debate over standardisation, with a reported lack of clarity over what it means (Ryans, 1969; Levitt, 1983; Kernan and Domzal, 1993; Wills et al., 1991; Harvey, 1993), and what impact it has (Jain 1989). To date, no widely accepted framework exists to guide advertisers in this regard (Taylor & Johnson, 2002), and given the continuing growth of globalisation and international advertising, this is a critical area for knowledge development (Florin & Ogbuehi, 2004). The contribution of this paper is the development of a conceptual framework that amalgamates a number of prior studies in a bid to provide guidance for academics and practitioners within the field of international advertising.
Evidence in the social sciences and in marketing supports the idea that beauty sells and that bea... more Evidence in the social sciences and in marketing supports the idea that beauty sells and that beauty changes attitudes towards products, people, and places (Frith, Shaw, & Cheng, 2005). Cultural representations of beauty often result from the stereotypes held by media gatekeepers whose choices resonate throughout popular culture. However, recent research indicates that culture has a strong bearing on how advertising is accepted and perceived (Frith, Shaw, and Cheng, 2005). As a result, marketers are increasingly recognising the growing power of ethnic groups, and are responding with targeted marketing efforts. The contribution of this paper is the development of a conceptual model, which identifies the components of beauty, and the factors which impact on the representation of beauty in a cross cultural context, with the underlying premise that the more culturally sensitive the portrayal of beauty, the more resonance there will be with the target audience, and hence the greater the ...
Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated... more Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance. The results illustrate that an IMC capability has a significant direct effect on campaign effectiveness and significant indirect effect on a brand's market-based performance and financial performance. The study highlights the role of IMC as a key firm-specific capability with significant impact on performance outcomes. Competitively, the more the firm is able to build its distinctive IMC capability, the greater its campaign effectiveness, which in turn leads to superior brand market-based and financial performance.
Firms increasingly leverage cultural sources of authenticity in their communication strategies to... more Firms increasingly leverage cultural sources of authenticity in their communication strategies to derive competitive advantage and brand value. The management of authenticity presents problems for brand managers. This paper draws on institutional theory by examining how ...
Alden, Dana L. See Kawpong Polyorat. Baack, Daniel W. See Brian D. Till. Badrinarayanan, Vishag. ... more Alden, Dana L. See Kawpong Polyorat. Baack, Daniel W. See Brian D. Till. Badrinarayanan, Vishag. See Sreedhar Madhavaram. Beverland, Michael, and Sandra Luxton. “Managing Integrated Marketing Communication (IMC) Through Strategic Decoupling: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past,” 34, 4 (Winter), 103–116. Braun-LaTour, Kathryn A., and Michael S. LaTour. “Transforming Consumer Experience: When Timing Matters,” 34, 3 (Fall), 19–30. Carlson, Les, Stephen J. Grove, and Marla Royne ...
This study extends the research on cross-cultural advertising by comparing print advertisements f... more This study extends the research on cross-cultural advertising by comparing print advertisements from Australia and Croatia in terms of emotional appeals and information content. A content analysis of advertisements from magazines similar in readership profile from Australia and Croatia revealed that Croatian advertisements make greater use of emotional appeals and informational cues. Cross-cultural understanding is imperative in order to be able to reflect the cultural values and norms of the intended audience. These findings are timely given that Western and European countries are coming into far greater contact due to increasing globalisation.
Evidence in the social sciences and in marketing supports the idea that beauty sells and that bea... more Evidence in the social sciences and in marketing supports the idea that beauty sells and that beauty changes attitudes towards products, people, and places (Frith, Shaw, & Cheng, 2005). Cultural representations of beauty often result from the stereotypes held by media ...
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this ‘service focus’ for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a ‘virtual service centre’ for online students.
This paper presents a case study that was undertaken to understand the perceptions of both dealer... more This paper presents a case study that was undertaken to understand the perceptions of both dealers and internal staff about a sales promotion that was employed by the company. In terms of general attitudes to promotions, sales representatives and dealers both saw promotions as purely sales driven, in terms of objectives and evaluations. However, senior staff saw sales promotions as having a relationship building role and as a motivator for staff. The internal staff we spoke to were sceptical about the effectiveness of such promotions with the sales reps perceiving that they would have achieved the sales anyway and the senior staff unsure how to assess these more abstract objectives. The key findings were the identification of the areas perceived by dealers and/or internal staff as impacting upon a sales promotion. These were: ability to attract attention, simplicity, having realistic targets, having good support material, appropriate incentives, efficient logistics, communication of...
The rapid rise of social media has captured the attention of marketers and consumers on a global ... more The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with consumers, one method being through interactive advertising. To broaden our understanding and assist in managing marketing communications effectively, this exploratory research investigates the role of social media within the broader advertising and communications mix. Qualitative focus groups were conducted with consumers to assess perceptions and attitudes towards social media advertising, and preferences for brand engagement through this channel. Findings suggest that use of social media advertising in a multichannel communications approach could have powerful impact on brand loyalty and engagement. ANZM...
Multichannel retailing increasingly involves consumers searching for information online and then ... more Multichannel retailing increasingly involves consumers searching for information online and then choosing to buy products from a variety of channel options. The Internet will continue to have a major impact on consumer information search behaviour, however little is known about the relationship between online search behaviour and purchase channel choice. In this article, we consider the drivers of this relationship through an investigation of the utilitarian and hedonic shopping values of Internet users and present a conceptual model to represent these relationships. This paper contributes to our understanding of multichannel buying behaviour and provides considerations for online media suppliers and media buyers.
Marketing plays a critical role in addressing macro- level societal problems, one of which relate... more Marketing plays a critical role in addressing macro- level societal problems, one of which relates to the reduction of meat consumption and increased consumption of alternative proteins. Such consumption practices are gaining attention given the rising concerns about food sustainability, safety, security, nutrition, and animal welfare. This paper provides a framework- based systematic review of alternative protein consumption research, identifying relevant articles published between 2000 and 2020. Our framework combines the socio-ecological model and capability, opportunity, and motivation model of behavior (COM-B) to identify the various factors influencing alternative protein consumption. Antecedents – facilitators and barriers – of alternative protein consumption are organized, synthesized, and discussed using this combined model of behavioral influence. Our review outlines methodological approaches, identifies main variables of interest, highlights the opportunity for further theoretical development, and identifies gaps in research related to individual- level opportunities and system- level motivations. We conclude with theoretical, contextual, and methodological directions for marketing and consumer research to better understand and shape decisions and practices regarding the consumption of alternative proteins
Despite a steady stream of international advertising literature, there is still much uncertainty ... more Despite a steady stream of international advertising literature, there is still much uncertainty and debate over standardisation, with a reported lack of clarity over what it means (Ryans, 1969; Levitt, 1983; Kernan and Domzal, 1993; Wills et al., 1991; Harvey, 1993), and what impact it has (Jain 1989). To date, no widely accepted framework exists to guide advertisers in this regard (Taylor & Johnson, 2002), and given the continuing growth of globalisation and international advertising, this is a critical area for knowledge development (Florin & Ogbuehi, 2004). The contribution of this paper is the development of a conceptual framework that amalgamates a number of prior studies in a bid to provide guidance for academics and practitioners within the field of international advertising.
Evidence in the social sciences and in marketing supports the idea that beauty sells and that bea... more Evidence in the social sciences and in marketing supports the idea that beauty sells and that beauty changes attitudes towards products, people, and places (Frith, Shaw, & Cheng, 2005). Cultural representations of beauty often result from the stereotypes held by media gatekeepers whose choices resonate throughout popular culture. However, recent research indicates that culture has a strong bearing on how advertising is accepted and perceived (Frith, Shaw, and Cheng, 2005). As a result, marketers are increasingly recognising the growing power of ethnic groups, and are responding with targeted marketing efforts. The contribution of this paper is the development of a conceptual model, which identifies the components of beauty, and the factors which impact on the representation of beauty in a cross cultural context, with the underlying premise that the more culturally sensitive the portrayal of beauty, the more resonance there will be with the target audience, and hence the greater the ...
Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated... more Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance. The results illustrate that an IMC capability has a significant direct effect on campaign effectiveness and significant indirect effect on a brand's market-based performance and financial performance. The study highlights the role of IMC as a key firm-specific capability with significant impact on performance outcomes. Competitively, the more the firm is able to build its distinctive IMC capability, the greater its campaign effectiveness, which in turn leads to superior brand market-based and financial performance.
Firms increasingly leverage cultural sources of authenticity in their communication strategies to... more Firms increasingly leverage cultural sources of authenticity in their communication strategies to derive competitive advantage and brand value. The management of authenticity presents problems for brand managers. This paper draws on institutional theory by examining how ...
Alden, Dana L. See Kawpong Polyorat. Baack, Daniel W. See Brian D. Till. Badrinarayanan, Vishag. ... more Alden, Dana L. See Kawpong Polyorat. Baack, Daniel W. See Brian D. Till. Badrinarayanan, Vishag. See Sreedhar Madhavaram. Beverland, Michael, and Sandra Luxton. “Managing Integrated Marketing Communication (IMC) Through Strategic Decoupling: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past,” 34, 4 (Winter), 103–116. Braun-LaTour, Kathryn A., and Michael S. LaTour. “Transforming Consumer Experience: When Timing Matters,” 34, 3 (Fall), 19–30. Carlson, Les, Stephen J. Grove, and Marla Royne ...
This study extends the research on cross-cultural advertising by comparing print advertisements f... more This study extends the research on cross-cultural advertising by comparing print advertisements from Australia and Croatia in terms of emotional appeals and information content. A content analysis of advertisements from magazines similar in readership profile from Australia and Croatia revealed that Croatian advertisements make greater use of emotional appeals and informational cues. Cross-cultural understanding is imperative in order to be able to reflect the cultural values and norms of the intended audience. These findings are timely given that Western and European countries are coming into far greater contact due to increasing globalisation.
Evidence in the social sciences and in marketing supports the idea that beauty sells and that bea... more Evidence in the social sciences and in marketing supports the idea that beauty sells and that beauty changes attitudes towards products, people, and places (Frith, Shaw, & Cheng, 2005). Cultural representations of beauty often result from the stereotypes held by media ...
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this ‘service focus’ for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a ‘virtual service centre’ for online students.
This paper presents a case study that was undertaken to understand the perceptions of both dealer... more This paper presents a case study that was undertaken to understand the perceptions of both dealers and internal staff about a sales promotion that was employed by the company. In terms of general attitudes to promotions, sales representatives and dealers both saw promotions as purely sales driven, in terms of objectives and evaluations. However, senior staff saw sales promotions as having a relationship building role and as a motivator for staff. The internal staff we spoke to were sceptical about the effectiveness of such promotions with the sales reps perceiving that they would have achieved the sales anyway and the senior staff unsure how to assess these more abstract objectives. The key findings were the identification of the areas perceived by dealers and/or internal staff as impacting upon a sales promotion. These were: ability to attract attention, simplicity, having realistic targets, having good support material, appropriate incentives, efficient logistics, communication of...
The rapid rise of social media has captured the attention of marketers and consumers on a global ... more The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with consumers, one method being through interactive advertising. To broaden our understanding and assist in managing marketing communications effectively, this exploratory research investigates the role of social media within the broader advertising and communications mix. Qualitative focus groups were conducted with consumers to assess perceptions and attitudes towards social media advertising, and preferences for brand engagement through this channel. Findings suggest that use of social media advertising in a multichannel communications approach could have powerful impact on brand loyalty and engagement. ANZM...
Multichannel retailing increasingly involves consumers searching for information online and then ... more Multichannel retailing increasingly involves consumers searching for information online and then choosing to buy products from a variety of channel options. The Internet will continue to have a major impact on consumer information search behaviour, however little is known about the relationship between online search behaviour and purchase channel choice. In this article, we consider the drivers of this relationship through an investigation of the utilitarian and hedonic shopping values of Internet users and present a conceptual model to represent these relationships. This paper contributes to our understanding of multichannel buying behaviour and provides considerations for online media suppliers and media buyers.
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Papers by Sandra Luxton