- Brisbane, Queensland, Australia
Frank Alpert
The University of Queensland, Australia, UQ Business School, Faculty Member
- Frank Alpert has 30 years experience in academia. Interests in marketing strategy, branding, innovations in higher ... moreFrank Alpert has 30 years experience in academia. Interests in marketing strategy, branding, innovations in higher education, and the entertainment software industry. BA, Masters from the University of California, Berkeley, PhD from University of Southern California, worked at 6 universities across three continents (USA, Australian, Europe).edit
Today, the lecture class as a format for higher education is under attack more than ever. This article addresses the research question of how lectures can be modernized and revitalized through new uses of digital technology—in particular,... more
Today, the lecture class as a format for higher education is under attack more than ever. This article addresses the research question of how lectures can be modernized and revitalized through new uses of digital technology—in particular, video. Critics of lecturing have for a long time observed that lecture classes can be weak on student engagement and motivation to attend class. This article introduces one way to help modernize and revitalize the live lecture class session, a new conceptualization of the instructor-created video. Instructor-created videos are defined and distinguished from current hybrid and alternative forms of technology integration that are proliferating in higher education such as flipped and blended classrooms. Many, if not most, videos used in lectures are “third party videos” (made by others), whereas instructor-created videos are “first party videos.” The author develops and defines the concept of VIDS (Videos Instructor Designed and Starring). VIDS examples illustrate the concept from the author’s experience in a course with 158 students. Student feedback based on survey results is positive. Suggestions for making better videos are offered based on the implementation experience. The VIDS innovation is discussed within the context of the “crisis of the lecture” and offered as one tool to help modernize and revitalize the live lecture class.
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Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may... more
Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this knowledge gap. Design/methodology/approach – The paper identifies what is known, and what needs
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The large-scale simulation is an exciting new educational technology that is well-suited for use in the capstone marketing course. Large-scale simulation is the first type of simulation to take up virtually an entire semester course. This... more
The large-scale simulation is an exciting new educational technology that is well-suited for use in the capstone marketing course. Large-scale simulation is the first type of simulation to take up virtually an entire semester course. This article discusses the pros and cons of large-scale simulation for instructors wishing to learn more about it.
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ABSTRACT An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university... more
ABSTRACT An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports; N = 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople's receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specific sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate.
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... v. Taco Cabana, Inc. (1992), and examine the marketing implications of trade dress. ... History of Trade Marks and Trade Dress. The Trademark Act of 1946, more commonly called the Lanham Act, protects consumers from the likelihood of... more
... v. Taco Cabana, Inc. (1992), and examine the marketing implications of trade dress. ... History of Trade Marks and Trade Dress. The Trademark Act of 1946, more commonly called the Lanham Act, protects consumers from the likelihood of confusion (Cohen, 1986). ...
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In 1998, Net Perceptions was one of the first technology providers to offer recommendation engine technology to an online book retailer-Amazon.com. Amazon.com has since become famous for the book and movie recommendation it provides.... more
In 1998, Net Perceptions was one of the first technology providers to offer recommendation engine technology to an online book retailer-Amazon.com. Amazon.com has since become famous for the book and movie recommendation it provides. Today, numerous technology providers offer recommendation engines as stand alone products, as modules to e-commerce systems, and as one of many products included in whole CRM solutions. However, few scholarly journals have reviewed recommendation engine technology. Four years after the dotcom hype ended, little current research has been published that discusses the use and effectiveness of recommendation engines as a marketing tool. This article will include an examination of current recommendation engine technology and its current uses as a marketing tool.
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ABSTRACT This study emprically examines the subject of general beliefs that consumers have about retailing. Results from a survey of 485 consumers about the degree of consumer endorsement for sixteeen market beliefs are reported and... more
ABSTRACT This study emprically examines the subject of general beliefs that consumers have about retailing. Results from a survey of 485 consumers about the degree of consumer endorsement for sixteeen market beliefs are reported and discussed in terms of implications for retailing management.
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Though international students' choice of universities has become an increasingly important topic, there are a number of gaps still in literature. Most significantly, there is yet to be a rigorous and... more
Though international students' choice of universities has become an increasingly important topic, there are a number of gaps still in literature. Most significantly, there is yet to be a rigorous and comprehensive model to help understand and predict international students' choices of universities. This conceptual paper analyses past literature in both the higher education and consumer behavior research streams to
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With formal trade barriers in Japan virtually eliminated, attention has turned to the structural or non-tariff barriers that might help explain persistent trade deficits with Japan that the US and many other countries have experienced. In... more
With formal trade barriers in Japan virtually eliminated, attention has turned to the structural or non-tariff barriers that might help explain persistent trade deficits with Japan that the US and many other countries have experienced. In this study, the first empirical examination of its kind, we analyze how the Japanese distribution system serves as a structural barrier to entry. To do so, we surveyed Japanese supermarket buyers about the individual and relative importance of five key factors in their choice of suppliers. In addition, we used similar data from a previous study of retail buyers in the United States to develop the first cross-cultural comparison of retailer decision-making. Important differences in the nature and conduct of business relationships in the two countries suggest several ways that US seller—and indeed, all foreign sellers—might address the disadvantages they face in the Japanese market.
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What are the behavioral origins of pioneer brand advantage? This article provides an integrative conceptual framework and propositional inventory to help more fully understand this multifaceted phenomenon. It is proposed that there are... more
What are the behavioral origins of pioneer brand advantage? This article provides an integrative conceptual framework and propositional inventory to help more fully understand this multifaceted phenomenon. It is proposed that there are three sources of entry-order information that work through various psychological processes and affect multiple decision process variables. The conceptual framework translates into eight testable propositions. New exploratory evidence is presented. Managerial implications are discussed.
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Advice on academic publishing is offered for those just starting their research careers. Themes include: how to link teaching, administration and consulting to research; the benefits and challenges of co-authorship; how to develop a... more
Advice on academic publishing is offered for those just starting their research careers. Themes include: how to link teaching, administration and consulting to research; the benefits and challenges of co-authorship; how to develop a publication strategy; ways to develop a publication portfolio and how to target journals; and how to deal with comments from reviewers and the rejection of a paper.
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ABSTRACT
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Despite the fact that new products are a central concern of modern marketing theory, the marketing literature has had little to suggest about appropriate public policy for encouraging innovation. This article analyzes the issue of the... more
Despite the fact that new products are a central concern of modern marketing theory, the marketing literature has had little to suggest about appropriate public policy for encouraging innovation. This article analyzes the issue of the appropriate length for patent protection. Recent research on pioneer brand advantage can provide a much-needed rationale for the length of time a product should
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... Pioneer Brand Advantage in Japan Naoto Onzo Professor ofMarketing School of Commerce Waseda University Frank Alpert Associate Professor Department ofMarketing Monash ... thIfl in the Us, Moreo_, llq)UCSC... more
... Pioneer Brand Advantage in Japan Naoto Onzo Professor ofMarketing School of Commerce Waseda University Frank Alpert Associate Professor Department ofMarketing Monash ... thIfl in the Us, Moreo_, llq)UCSC moilllOl'U Ire flililypicolly fQIaIl dIon io the us (LIrU1~).Only. ...
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Prior research has suggested that the brand consumers believe is the market leader or market pioneer can earn positive feedback for these achievements. The key question is how do consumers form these beliefs? This research examines the... more
Prior research has suggested that the brand consumers believe is the market leader or market pioneer can earn positive feedback for these achievements. The key question is how do consumers form these beliefs? This research examines the sources of information and ...
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The formal structure of most Australasian doctoral programs is still thesis-only. This paper presents the perspective that this structure is not ideal for today's academic environment. The paper makes the argument for the... more
The formal structure of most Australasian doctoral programs is still thesis-only. This paper presents the perspective that this structure is not ideal for today's academic environment. The paper makes the argument for the importance of coursework in a student's doctoral education. The argument is relevant to all thesis-only social science and business doctoral programs, but the case of Marketing in
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The article examines the decision of retail buyers to adopt or reject “me-too follower” branks. By definition such brands follow the pioneer in entry order, and hence are typically viewed more negatively by retail buyers. Retailers... more
The article examines the decision of retail buyers to adopt or reject “me-too follower” branks. By definition such brands follow the pioneer in entry order, and hence are typically viewed more negatively by retail buyers. Retailers classify most new brands offered by sellers as me-too followers, yet there has been little research detailing, and exploring ways to overcome, the challenges these brands face. Our study examines a series of hypotheses which address, and suggest appropriate strategies to minimize, the me-too follower disadvantage in gaining distribution. A survey of 145 US retail buyers was conducted to test these hypotheses.
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... New York, Oxford University Press. Engel, James F., Robert J. Kegerreis and RD, Blackwell (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing 33(July): 15-19. ... Page 8. Jones, J. Morgan and Christopher J.... more
... New York, Oxford University Press. Engel, James F., Robert J. Kegerreis and RD, Blackwell (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing 33(July): 15-19. ... Page 8. Jones, J. Morgan and Christopher J. Ritz (1991). ...
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Abstract: One potential source of pioneer brand advantage is retail buyers' preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was tested in Japan, as a replication and... more
Abstract: One potential source of pioneer brand advantage is retail buyers' preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension. This provides the first ...
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Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources.... more
Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources. Therefore, the question as to whether these sources contribute additively or nonadditively to the pioneer brand advantage is still an unanswered question. Moreover, this question increases in importance in proportion to the degree to which consumers are able to identify which brand is the pioneer in a given product class.This research presents the results of 2 studies using an experimental design and survey research approach, respectively, to examine the issues just discussed. The main finding of the 1 st study is a moderating effect of exposure sequence and trial on the impact of pioneership labeling in terms of sales expectations. Providing pioneer awareness positively affects sales expectations when a pioneer brand receives 2nd exposure to consumers as opposed to 1 st exposure. However, when both products have been tried, the trial experience tends to dominate the benefit of the pioneer label cue. The main finding of the 2nd study is that consumers are typically unaware of which brand is the pioneer in a given product class.These findings suggest managers of pioneer brands should consider including the brand's pioneer status in marketing communications, particularly under the rather common occurrence when consumers have already been exposed to other brands and might be unaware of the pioneer's true status.
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... Patents which contain vague or general claims are much more likely to encounter competitors willing to challenge the patent, and once challenged are much more likely to be found ... The implementation of patent protection into your... more
... Patents which contain vague or general claims are much more likely to encounter competitors willing to challenge the patent, and once challenged are much more likely to be found ... The implementation of patent protection into your marketing plan can be analyzed ...
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This study examines the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in marketing—reference... more
This study examines the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in marketing—reference price theory and the theory of pioneer brand advantage. Prior research has focused solely on products in existing or incrementally new categories, and has typically examined fast-moving consumer goods. Using a cross-sectional experiment to study the formation of reference price perceptions, and a separate, but related, longitudinal experiment to study the evolution of reference price perceptions, the findings suggest that the pioneer brand's initial price defines a consumer's initial reference price, whether the pioneer is following a skimming or a penetration strategy. This effect endures in later time periods where the initial price affects consumer perceptions of value and purchase intention. The study also finds that the pioneer, due to its prototypicality, has a stronger influence on reference price perceptions than the follower, creating a systematic bias to both the formation and evolution of reference price perceptions in new product categories. Thus, reference price perceptions are shaped by what the pioneer does, rather than what the follower does. Furthermore, category-level reference prices exist and explain purchase intention, but do not improve over brand-specific measures in this regard. These findings have implications for pricing strategy and the theory of reference prices. ©2010 Wiley Periodicals, Inc.
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... The Authors. Ben Lowe, Kent Business School, University of Kent, Ashford, UK Frank Alpert, UQ Business School, The University of Queensland, Brisbane, Australia. Acknowledgements. ... Corresponding author. Ben Lowe can be contacted... more
... The Authors. Ben Lowe, Kent Business School, University of Kent, Ashford, UK Frank Alpert, UQ Business School, The University of Queensland, Brisbane, Australia. Acknowledgements. ... Corresponding author. Ben Lowe can be contacted at: B.Lowe@kent.ac.uk. ...
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ABSTRACT. Perceived privacy risk is one reason that consumers do not always provide crucial personal information to firms online. This research reports on an experimental investigation into the role of two important factorsprivacy... more
ABSTRACT. Perceived privacy risk is one reason that consumers do not always provide crucial personal information to firms online. This research reports on an experimental investigation into the role of two important factorsprivacy statements and brand strengthlikely to af-fect ...
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ABSTRACT Examines the phenomenon of “price signalling”, whereby consumer goods manufacturers attempt to signal higher quality via a higher price when objective product quality is, in fact, not demonstrably superior. A study of two similar... more
ABSTRACT Examines the phenomenon of “price signalling”, whereby consumer goods manufacturers attempt to signal higher quality via a higher price when objective product quality is, in fact, not demonstrably superior. A study of two similar facial moisturizers showed that higher price alone did not succeed in signalling higher quality, but that higher price accompanied by premium-quality signals in the other elements of the marketing mix (advertising, packaging, in-store location) does succeed. To put it more generally, a “premium pricing strategy” cannot be successful if price is the only marketing variable emphasized. Brand managers should therefore think in terms of a “premium quality positioning” that requires the application of quality cues across the marketing mix.
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This study examines the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in marketingreference... more
This study examines the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in marketingreference price theory and the theory of pioneer brand ...
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... The Authors. Ben Lowe, Kent Business School, University of Kent, Ashford, UK Frank Alpert, UQ Business School, The University of Queensland, Brisbane, Australia. Acknowledgements. ... Corresponding author. Ben Lowe can be contacted... more
... The Authors. Ben Lowe, Kent Business School, University of Kent, Ashford, UK Frank Alpert, UQ Business School, The University of Queensland, Brisbane, Australia. Acknowledgements. ... Corresponding author. Ben Lowe can be contacted at: B.Lowe@kent.ac.uk. ...
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Purpose The purpose of this paper is to integrate literature in the pioneer brand advantage area with the literature on reference prices to examine how reference prices work in a pioneer and follower brand context. There is evidence to... more
Purpose The purpose of this paper is to integrate literature in the pioneer brand advantage area with the literature on reference prices to examine how reference prices work in a pioneer and follower brand context. There is evidence to suggest that pioneers have a ...
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ABSTRACT Innovation policy has received little attention in the business press. The business press generally focusses on how to play the game of new products best, rather than considering how the rules of the game might be changed. Might... more
ABSTRACT Innovation policy has received little attention in the business press. The business press generally focusses on how to play the game of new products best, rather than considering how the rules of the game might be changed. Might it be possible to stimulate more innovation by reforming intellectual property law? A growing part of the economy (e.g. services, information technology) is only weakly protected under current intellectual property law. One possible way to encourage innovation is by extending coverage to these products, broadening legal protection to cover new product ideas for a short period. Small companies and individual entrepreneurs would benefit most from this broader but shorter protection.
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... Patents which contain vague or general claims are much more likely to encounter competitors willing to challenge the patent, and once challenged are much more likely to be found ... The implementation of patent protection into your... more
... Patents which contain vague or general claims are much more likely to encounter competitors willing to challenge the patent, and once challenged are much more likely to be found ... The implementation of patent protection into your marketing plan can be analyzed ...
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Prior research has suggested that the brand consumers believe is the market leader or market pioneer can earn positive feedback for these achievements. The key question is how do consumers form these beliefs? This research examines the... more
Prior research has suggested that the brand consumers believe is the market leader or market pioneer can earn positive feedback for these achievements. The key question is how do consumers form these beliefs? This research examines the sources of information and ...