Burke, PF & Reitzig, MG 2007, 'Measuring Patent Assessment Quality - Analyzing the Degree and Kind of (In)Consistency in Patent Offices' Decision Making', Research Policy, vol. 36, no. 9, pp. 1404-1430.
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Islam, T, Louviere, JJ & Burke, PF 2007, 'Modeling the effects of including/excluding attributes in choice experiments on systematic and random components', INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, vol. 24, no. 4, pp. 289-300.
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This paper examines the impact of attribute presence/absence in choice experiments using covariance heterogeneity models and random coefficient models. Results show that attribute presence/absence impacts both mean utility (systematic components) and choice variability (random components). Biased mean effects can occur by not accounting for choice variability. Further, even if one accounts for choice variability, attribute effects can differ because of attribute presence/absence. Managers who use choice experiments to study product changes or new variants should be cautious about excluding potentially essential attributes. Although including more relevant attributes increases choice variability, it also reduces bias.
Massey, GR & Dawes, PL 2007, 'Personal characteristics, trust, conflict, and effectiveness in marketing/sales working relationships', European Journal of Marketing, vol. 41, no. 9/10, pp. 1117-1145.
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PurposeThe key objective of this research is to test how two trust dimensions (cognition‐based trust and affect‐based trust) mediate the effects of three personal characteristics (psychological distance, the marketing manager's sales experience, and the marketing manager's relative level of formal education) on the following outcome variables: dysfunctional conflict, functional conflict, and perceived relationship effectiveness.Design/methodology/approachDrawing on the interaction approach, the paper develops a conceptual framework to better understand the nature of the working relationship between marketing managers and sales managers. In total, it develops and test 13 hypotheses. Partial least squares was used to assess the validity of the measures, and to estimate the structural model. Using a cross‐sectional design, data were collected from 101 marketing managers in Australia.FindingsThe hypothesized model has high explanatory power and it was found that both trust dimensions strongly affected all three outcome variables. However, though both forms of trust were positively related to perceived relationship effectiveness, affect‐based trust had the strongest impact on this outcome. The results also confirm that both cognition‐ and affect‐based trust have negative effects on dysfunctional conflict, and strong positive effects on functional conflict. In addition to these new findings, the paper shows that while psychological distance has a strong negative impact on cognition‐based trust, it has no impact on affect‐based trust. Moreover, it was found that when marketing managers had greater levels of sales experience, it increased their affect‐based trust but it had no impact on cognition‐base...
Massey, GR & Dawes, PL 2007, 'The antecedents and consequence of functional and dysfunctional conflict between Marketing Managers and Sales Managers', Industrial Marketing Management, vol. 36, no. 8, pp. 1118-1129.
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Focusing on the working relationship between Marketing Managers and Sales Managers, our study examines two dimensions of interpersonal conflict: dysfunctional conflict and functional conflict. Drawing on relevant theory, we include three communication variables - frequency, bidirectionality, and quality - as antecedents in our structural model. Using these explanatory variables we predict the two conflict dimensions, and in turn, use these same three communication variables, and the two conflict dimensions to predict our ultimate endogenous variable - perceived relationship effectiveness. Overall, our model has high explanatory power, and we find support for nine of the thirteen hypotheses. More specifically, two of the three communication variables - communication quality and bidirectionality - significantly impact on both forms of conflict, and relationship effectiveness, though communication frequency only influenced the quality of communication between the Marketing Managers and the Sales Managers. In addition, the variables in our model better predict the levels of functional conflict in the Marketing/Sales relationship than dysfunctional conflict. Finally, an important new finding in this research is that the overall level of dysfunctional conflict between these two functional managers is relatively low, while functional conflict is high. © 2006 Elsevier Inc. All rights reserved.
Massey, GR & Kyriazis, E 2007, 'Interpersonal trust between marketing and R&D during new product development projects', European Journal of Marketing, vol. 41, no. 9/10, pp. 1146-1172.
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PurposeThe primary objective of this research is to test a model examining interpersonal trust between marketing managers and R&D managers during new product development projects.Design/methodology/approachIn this study interpersonal trust as a bi‐dimensional construct with cognitive and affective components is conceptualised. The authors' integrative structural model specifies Weber's structural/bureaucratic dimensions – formalisation and centralisation to predict three communication dimensions, communication frequency, quality, and bi‐directionality. In turn these communication dimensions are used to predict cognition‐based trust, and affect‐based trust. In addition, the paper models the direct effects of the three communication dimensions on a dependent variable – perceived relationship effectiveness. The hypothesised model consists of 16 hypotheses, seven of which relate to the two focal interpersonal trust constructs. The measures were tested and a structural model estimated by using PLS. Data were provided by 184 R&D managers in Australia, reporting on their working relationship with a counterpart marketing manager during a recent product development project.FindingsThe hypothesized model has high explanatory power and it was found that both trust dimensions strongly influenced the effectiveness of marketing/R&D relationships during new product development, with cognition‐based trust having the strongest impact. The results also reveal which forms of communication help to build interpersonal trust. The most powerful effect was from communication quality to cognition‐based trust. The next strongest effects were from bi‐directional communication, which was a strong predictor of...
Nguyen, TTM, Nguyen, TD & Barrett, NJ 2007, 'Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets', Asia Pacific Journal of Marketing and Logistics, vol. 19, no. 3, pp. 227-239.
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PurposeThis study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO).Design/methodology/approachA sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data.FindingsIt was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers.Research limitations/implicationsA major limitation of this study was the use of a sample drawn from one transitional market. Cross‐national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research.Practical implicationsThe findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers.Originality/valueThe major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market.
Rama, D & Massey, GR 2007, 'The Impact of Communication Behaviours on New Product Development Speed and Organisational Learning', International Review of Business Research Papers, vol. 3, no. 1, pp. 162-182.
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The purpose of this research is to understand how communication behaviours influence new product development (NPD) speed and organisational learning. Through the use of structural equation modelling, this research tests a model examining the effects of communication behaviours (i.e. communication quality, bi-directional communication, and communication frequency) on NPD speed and organisational learning, and also the effect of organisational learning on NPD speed. The results indicate that communication behaviours had no direct effect on NPD speed; however, each communication behaviour had a significant positive effect on organisational learning, particularly communication quality. Moreover, the results indicate a strong direct relationship between organisational learning and NPD speed. These findings suggest that to increase NPD speed, importance needs to be placed on improving organisational learning within the firm. In addition, our findings suggest that three useful means to improve organisational learning involve improving the quality of communication exchanged between managers within the firm, increasing bidirectional communication, and communication frequency between managers responsible for NPD.
Rauyruen, P & Miller, KE 2007, 'Relationship quality as a predictor of B2B customer loyalty', JOURNAL OF BUSINESS RESEARCH, vol. 60, no. 1, pp. 21-31.
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This study aims to provide a picture of how relationship quality can influence customer loyalty in the business-to-business (B2B) context. Building on prior research, we propose relationship quality as a higher construct comprising trust, commitment, satisfaction and service quality. We believe that these dimensions of relationship quality can reasonably explain the influence of overall relationship quality on customer loyalty. In addition, this study provides more insightful explanations of the influence of relationship quality on customer loyalty through two levels of relationship quality: relationship quality with employees of the supplier and relationship quality with the supplier itself as a whole. Aiming to fully explain the concept of customer loyalty, we follow the composite loyalty approach providing both behavioral aspects (purchase intentions) and attitudinal loyalty. We seek to address three main research issues: Does relationship quality influence both aspects of customer loyalty? If so, which relationship quality dimensions influence each of the components of customer loyalty? And which level of relationship quality (employee level versus organizational level) has more influence on customer loyalty? This study uses the courier delivery service context in Australia and targets Australian Small to Medium Enterprises (SMEs). We selected mail survey and online survey as the two methods of data collection, and together they received 306 usable respondents.
Tang, Y, Wang, P & Zhang, Y 2007, 'Marketing and business performance of construction SMEs in China', Journal of Business & Industrial Marketing, vol. 22, no. 2, pp. 118-125.
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This study examines the association between a number of variables pertaining to marketing strategy and business performance of small construction firms in Tianjin, China.
Wang, PZ, Menictas, C & Louviere, JJ 2007, 'Comparing Structural Equation Models with Discrete Choice Experiments for Modelling Brand Equity and Predicting Brand Choices', Australasian Marketing Journal, vol. 15, no. 2, pp. 12-25.
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Brands play an important role in consumers’ perception and choice of a product. Measuring brand equity has thus become a topic of growing interest among both practitioners and researchers in marketing. This paper examines the Erdem and Swait (1998) brand equity framework, which is one of the key consumer-based brand equity models developed in the brand literature. Specifically, it investigates the external validity of the Erdem-Swait framework using two alternative approaches: One is based on structural equation models (SEMs) and the other is based on discrete choice experiments (DCE). Four data sets pertaining to four different product categories were collected from the Australian financial services sector to compare the ability of expected utilities calculated from SEMs and DCEs to predict the actual brand choices of real consumers in real markets. Although both models performed well, results showed that the predictions of the DCE models were consistently better than those of the SEMs in all cases. These findings have implications for both academics and practitioners in brand evaluation and management.
Burke, PF & Greenacre, LM 1970, 'The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, University of Otago, Dunedin, New Zealand, pp. 1152-1159.
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Many marketing communication strategies focus on the physical consequences of accidents to change young and inexperienced drivers management of risk and to curb their overrepresentation in fatalities. To assess this approach, we consider a framework of risk with two elements (uncertainty and consequences). We argue that drivers are uncertain about accidents occurring, and that young inexperienced drivers inappropriately cognitively manage this uncertainty by distorting their views on self-risk relative to drivers whom are more experienced or in their own peer group. We present evidence supporting this. We also consider, and find evidence to support the view, that young less experienced drivers are primarily concerned with physical consequences of risky driving behaviour relative to other consequences. It is concluded that the message has gotten through to such drivers about this consequence as a result of existing campaigns. Future research should now examine whether a change in theme may bring about further reductions in vehicle accidents among these drivers.
Burke, PF & Reitzig, M 1970, 'Multi-Stage Decision Consistency in the Public Policy Arena: Examining Patent Office Service Quality', XXIX INFORMS Marketing Science Conference, XXIX INFORMS Marketing Science Conference, Institute for Operations Research and the Management Sciences, Singapore Management University, pp. 89-89.
Burke, PF, Burton, C, Wise, C, Louviere, JJ & Huybers, T 1970, 'Museum Visitors Care about Everything! Using Best-Worst Scaling for Strategic Focus', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin, New Zealand, pp. 459-467.
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Museums face similar challenges to those encountered by managers of fast-moving consumer goods. For instance, both must determine what things (factors) attract consumers (visitors) to their products (museums). Several methodologies have been applied in this area to find out what matters to visitors. In general, these methods produce lengthy lists and do not discriminate between items in terms of relative positioning. In this paper, we explore the use of best-worst scaling (BWS) to reduce and to quantify factors in their order of impact or importance. BWS is simple to use, producing results that are easy to communicate to nontechnical audiences, fostering links between research and actionable implications. We use an example with museum visitors to provide insights into the applicability of this technique to the arts sector, its limitations and areas for further research.
Fam, KS, Waller, DS & Yang, Z 1970, 'Reducing offensiveness of advertising for controversial products: an empirical study of three generations in China', 5th International Conference on Research in Advertising (ICORIA), International Conference on Research in Advertising, University of Bath, Bath, UK, pp. 1-5.
Fine, B, Menictas, C & Wei, XIN 1970, 'The superiority of panel research: a fast food choice modeling case study using online panel research', ESOMAR Publications, Panel Research Collection 2007, ESOMAR Panel Research, ESOMAR, Orlando, USA, pp. 1-13.
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This paper presents a nationwide price optimisation study for a fast-food companys menu in Australia. * We demonstrate the benefits of combining the practicality of online panels with discrete choice modelling. * As discrete choice models involve trade-offs between alternatives, the full set of alternatives for each choice task is best represented using web-based visual choice tasks. * Data solicitation via online panels is not constrained by geography when compared to CATI or face-to-face methods, hence their unique ability to effortlessly capture nationwide representation. * The amount of information in discrete choice experimental output is oftentimes overwhelming and recently the practice has been to present clients with a decision support system (DSS), to simplify the amount of data the user has to deal with when interpreting the results. * The DSS allows the user to simulate price changes and visually appreciate the impact to market share. * We present a state of the art DSS, which dramatically reduces the amount of information users typically deal with when interpreting the output of discrete choice models.
Fine, B, Wang, PZ & Menictas, C 1970, 'Panel differences: understanding research analyses implications of people who belong to multiple on-line panels', The Changing Face of Research AMSRS '07, Sydney, Australia.
Fine, B, Wang, PZ & Menictas, C 1970, 'Panel Differences: understanding research analyses implications of people who belong to multiple on-line panels', Proceedings of Australian Market & Social Research Society 2007 National Conference, The Changing Face of Research, Australian Market & Social Research Society, Luna Park, Sydney, pp. 1-13.
Garlin, FV, Mcguiggan, RL, Miller, K & Wang, PZ 1970, 'Task Enactment in Goal-Directed Behavior: A New Conception and Operationalization of Task Demands', The La Londe Conference: 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings, International Research Conference in Marketing, Aix Graduate School of Management, University Paul Cezanne, La Londe les Maures, France, pp. 7-19.
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The nature of tasks undertaken by consumers in the course of decision-making and consumption are an important consideration for researchers and practitioners alike, but on the whole neglected in the literature. In an effort to reinstate its significance, this paper provides a dedicated general analysis of consumer tasks under the tenet of goal-directed consumer behavior. A critique of alternative means by which to classify consumer tasks precedes the introduction of a new conceptualization with a model of task enactment, and a new means to classify and analyse tasks based on task demands. A study currently being undertaken is used to illustrate the development and operationalization of task demands. Some promising preliminary results pave the way for future research endeavours.
Hingorani, A 1970, 'Clear or glossy? The appearance of magazine ad information in the skincare market', 5th International Conference on Research in Advertising (ICORIA), International Conference on Research in Advertising, University of Bath, Bath, UK, pp. 1-5.
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There is limited publicly available information on the advertising strategies of skincare marketers. This is particularly true in Australia, which is a large market for skincare products for women. Moreover, it has been observed that the information contained in skincare advertisements has the potential to be quite misleading and confusing. Consequently, this study examines the type of information conveyed in magazine ads by skincare marketers. Specifically, it addresses the extent to which the headline and body copy of skincare ads from selected women's magazines in Australia are factual ('clear') or antifactual ('glossy'). This is achieved by drawing from the account on antifactual content by Preston (2002, 2003). An advertising content analysis supported the hypothesis that headlines in skincare ads are more frequently antifactual than factual. The hypothesis that the body copy in skincare ads is less frequently antifactual than factual was not supported. From these findings, suggestions for future research are provided.
Hingorani, A 1970, 'The Visual Content of Magazine Advertisements in the Skincare Market', ICORIA 2007 Papers - 6th International Conference on Research in Advertising, International Conference on Research in Advertising, European Advertising Academy (in association with Polytechnic Institute of Lisbon), Lisbon, Portugal, pp. 1-7.
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Despite the observations that visuals are almost always present in skincare ads, and that they are noticed to a greater extent than the text in these ads, there appears to be virtually no publicly available research that has analysed the visual content of skincare ads. The purpose of this preliminary research is to identify some of the types (or elements) and roles (or functions) of skincare advertising visuals and examine the extent to which they are evident in ads selected from the April through August 2005 issues of four popular womens magazines in Australia. 24 elements and five functions of skincare advertising visuals were identified, and their presence or absence was assessed in a sample of 52 ads. Due to the exploratory nature of the analysis, future research is required to fully understand the visual content of magazine advertisements in the skincare market.
Ho, HD 1970, 'How Do Low-Price Guarantees Deter Consumer Price Search? The Effects of Branded Variants and Search Costs', ADVANCES IN CONSUMER RESEARCH VOL XXXIV, 34th Annual Conference of the Association-for-Consumer-Research, ASSOC CONSUMER RESEARCH, Orlando, FL, pp. 494-494.
Islam, T, Louviere, JJ & Burke, PF 1970, 'Estimating Preference Distributions From Models of Individual Decision Makers', XXIX INFORMS Marketing Science Conference, XXIX INFORMS Marketing Science Conference, Institute for Opeations Research and the Management Sciences (INFORMS), Singapore Management University, pp. 6-6.
Jonmundsson, JB, Miller, K & Barrett, NJ 1970, 'A Study of the Personal Orientations of Web-Users for Self-Diagnosis Using General Causality Orientations Theory', Proceedings of 2007 Annual Conference, Association for Marketing and Health Care Research, Annual Conference, Association for Marketing and Health Care Research, Association for Marketing and Health Care Research, Jackson, Wyoming, pp. 1-12.
Jonmundsson, JB, Miller, K & Barrett, NJ 1970, 'Characteristics of Australian Information Seekers of Health Information via the Internet', Proceedings of the Annual Conference, Association for Marketing and Health Care Research, Annual Conference, Association for Marketing and Health Care Research, Association for Marketing and Health Care Research, Jackson, Wyoming, pp. 1-10.
Jonmundsson, JB, Miller, K & Barrett, NJ 1970, 'The Accuracy of Strategic Decisions for Brands of Car and ways of Market Segmentation Using Graded Structure of Categories', Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, Engineering Mathematics and Applications Conference, Reykjavik University, Reykjavik, Iceland, pp. 1-8.
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The purpose of this article is to identify the role of concepts in categorisation with particular reference to brands of car and approaches to segmentation. The relationship between concepts and categories is between category features and exemplars (Hampton et al. 1993). The terms features and exemplars represent the means by which category members are defined, the latter by which they are represented in categories. Brands of car will have features that clearly distinguish them from other brands. Distinctive features define categories. Categories play a key role in defining competitive arenas. The managerial significance of accurate classification is discussed in this paper.
Kwak, K, Russell, G & Duvvuri, S 1970, 'The Spillover Effects of Reference Price on Cross-Category Choice', INFORMS Marketing Science Conference, Singapore.
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We apply our cross-category model to investigate how reference prices in one product category influence consumer purchase behavior in other categories. The notion is that a consumerâs subjective judgment of the fairness of the prices in one category influences the choice decision of items in other categories, especially related categories. We build on existing research on reference price effects in choice models in specifying a cross-category purchase model. Our empirical application uses A. C. Nielsen scanner data for four related categories--liquid and powdered detergents, liquid and sheet softeners. Our flexible modeling framework allows us to study how reference price effects are transferred across categories. Preliminary results show that there are significant reference price effects in response behavior in all the four categories.
Massey, GR & Dawes, PL 1970, 'The Effects of Power and Dependence Asymmetry on Marketing/Sales Working Relationships', Proceedings of the Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, University of Otago, Dunedin, New Zealand, pp. 1-9.
Newman, AL, Lings, IN, Gudergan, S & Noguti, V 1970, 'Relational Orientation versus Firm Orientation: Want versus Should', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin - NZ, pp. 235-243.
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This paper provides insights into employee decision making when there is a conflict between doing what is best for the firm (firm orientation) and doing what is best for ones interpersonal relationship with an external stakeholder representative (relational orientation). We apply construal level theory (Liberman and Trope, 1998; Trope and Liberman, 2003) to propose a framework that explains the effects of psychological distance dimensions on an employee's choice to act either in the best interests of their interpersonal relationships (what they want to do), or their firm (what they should do).
Noguti, V & Onay, S 1970, 'Saving fun for a boring future', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin, NZ, pp. 2307-2313.
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We discuss how experiences that fill a future waiting period, such as focusing on fun or boring future activities, affect intertemporal choices. We propose that savoring, the positive utility derived from anticipating future pleasant outcomes, is more likely to have an impact on intertemporal choices when the future seems boring than when it seems fun. We provide empirical evidence that people who foresee a busy future full of boring activities are more likely to prefer to delay rewards than people who foresee a future not so busy with boring activities.
Noguti, V & Soll, JB 1970, 'Inferences of interpersonal preference similarity based on unrelated product categories', Advances in Consumer Research, Association for Consumer Research Conference, Association for Consumer Research, Memphis - US, pp. 801-802.
Noguti, V & Soll, JB 1970, 'People who bought this also bought that', European Advances in Consumer Research, Association for Consumer Research - Europe, Association for Consumer Research, Milan - Italy, pp. 366-367.
Rama, D & Massey, GR 1970, 'The Impact of Communication Quality and Frequency on Organisational Learning during New Product Development', Proceedings of the Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, University of Otago, Dunedin, New Zealand, pp. 1-9.
Spanjaard, DC 1970, 'I know people, they do drugs, they're OK.', Flexible Marketing in an Unpredictable World, EMAC 2007.
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Integrating qualitative methods to ascertain the relevance of annualised quantitatve research
Tomkin, DF, Thomas, LE, Day, MB, Burke, PF, Franklin, J, Smith, G, Louviere, JJ & Street, D 1970, 'Solar Light for rooms without windows', Sustainable Innovation 07, Farnham, Surrey, UK.
Waller, DS & Lanis, R 1970, 'Corporate Social Responsibility Disclosure: An Exploratory Study of the Top 10 Media Organisations', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin, New Zealand, pp. 2847-2854.
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Corporate social responsibility (CSR) is an issue of growing interest in the business world, and many large, multinational companies, including media organisations, are voluntarily disclosing information regarding their CSR activities. While there is criticism of the ethical values of the media, some media organisations are using CSR to promote a positive side of their business. This exploratory study observes what the leading media organisations are doing in terms of CSR activities to propose a CSR disclosure index for the media industry, and discusses some implications for other organisations.
Waller, DS, Fam, K, Christy, TP & Barrett, NJ 1970, 'Perceptions of Offensive Advertising Elements: A China-US Comparison', Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, Engineering Mathematics and Applications Conference, Reykjavik University, Reykjavik, Iceland, pp. 1-8.
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China is a country that is arousing a large amount of interest as a new mega-market, as it opens itself to a market-orientated economy and expands at a remarkable rate. However, the influx of international investment, new business opportunities and advertising from overseas has seen Chinese consumers being exposed to potentially offensive advertising products and images. While some products and images may seem acceptable in the West, there are some that may offend Chinese cultural sensitivities. The overall purpose of this study is to better understand cross-cultural advertising offensiveness by comparing perceptions of advertising offensiveness between United States and Chinese residents, specifically college students. The results indicate that there are a number of statistical differences that have business implications for international marketers.
Waller, DS, Wang, PZ, Oppewal, H & Morrison, MD 1970, 'Information Acceleration Effects on New Product Purchase Intention: The Case of Blu-Ray DVD Recorders', Proceedings of 2007 Australian and New Zealand Marketing Academy Conference, ANZAM, Otago University, Dunedin, New Zealand, pp. 1-8.
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The availability of relevant information is an important factor when customers are evaluating the purchase of a new technology. Information can be obtained from a range of sources, with varying levels of trustworthiness. This paper presents some findings regarding how different media are perceived and the effect of media exposure on purchase intent in the DVD recorder category. In an online survey regarding consumer preferences for DVD recorders respondents were exposed to different media with information either supporting the new Blu-ray or HDDVD disc technology. The paper presents results regarding the effects of this implementation of Information Acceleration (IA) on purchase intention and media trust. It is found that consumers exposed to positive information about Blu-Ray are significantly more inclined to consider purchasing a recorder with Blu-Ray technology.
Wang, PZ, Menictas, C & Louviere, JJ 1970, 'Testing the Erdem and Swait Brand Equity Framework Using Latent Class Structural Equation Modelling', Proceedings of Australian and New Zealand Marketing Academy 2007, Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy, Dunedin, New Zealand, pp. 1819-1825.
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This paper tests the Erdem and Swait (1998) brand equity framework using latent class structural equation modelling. While there are a number of conceptual and measurement models of brand equity in the literature, we focus on the Erdem and Swait brand equity framework because it is based on formal theory in information economics. The Erdem and Swait framework was originally tested in a structural equation modelling framework without taking into account consumer preference heterogeneity. In this study, we extend the Erdem and Swait framework to incorporate preference heterogeneity via the use of latent class structural equation modelling. Data were collected from the financial services sector and results show two distinct segments of brand equity. The findings have implications for both academics and practitioners in brand management.
Zlatevska, N & Cowley, E 1970, 'Regenerating Self Regulatory Resources: Identifying Individual Differences', European Marketing Academy Conference.
