Bairstow, N & Young, L 2012, 'How channels evolve: A historical explanation', Industrial Marketing Management, vol. 41, no. 3, pp. 385-393.
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This paper addresses the nature and drivers of channel evolution. The evolution of the Australian IT industry is investigated using historical methods. Identification of channel issues and descriptions of its evolution are drawn from trade publications,
Day, B, Bateman, IJ, Carson, RT, Dupont, D, Louviere, JJ, Morimoto, S, Scarpa, R & Wang, P 2012, 'Ordering effects and choice set awareness in repeat-response stated preference studies', JOURNAL OF ENVIRONMENTAL ECONOMICS AND MANAGEMENT, vol. 63, no. 1, pp. 73-91.
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We present an experiment designed to investigate the presence and nature of ordering effects within repeat-response stated preference (SP) studies. Our experiment takes the form of a large sample, full-factorial, discrete choice SP exercise investigating preferences for tap water quality improvements. Our study simultaneously investigates a variety of different forms of position-dependent and precedent-dependent ordering effect in preferences for attributes and options and in response randomness. We also examine whether advanced disclosure of the choice tasks impacts on the probability of exhibiting ordering effects of those different types. We analyze our data both nonparametrically and parametrically and find robust evidence for ordering effects. We also find that the patterns of order effect in respondents preferences are significantly changed but not eradicated by the advanced disclosure of choice tasks a finding that offers insights into the choice behaviors underpinning order effects.
Dowling, G & Moran, P 2012, 'Corporate Reputations: Built in or Bolted on?', California Management Review, vol. 54, no. 2, pp. 25-42.
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While there is widespread support for the notion that organizations with better reputations outperform their rivals, there is uncertainty about how to create such a reputation, especially among the managers responsible for this task. For example, organizations often give money to worthy causes or create social responsibility programs in the hope that this will appeal to their stakeholders. When approaches such as these are only loosely coupled to the strategy of the organization they appear to be “bolted on” rather than “built in.” Thus, they are likely to foster a reputation that is less consistent with the principal actions of the organization and be less credible. They are also easy for competitors to imitate. Because of this, a reputation grounded in the strategy of the organization has a better chance of providing a sustainable competitive advantage. We present a normative framework that illustrates a strategy-led approach to reputation building. It is illustrated with numerous corporate examples.
Freeman, L & Spanjaard, D 2012, 'Bridging the Gap', Journal of Marketing Education, vol. 34, no. 3, pp. 238-250.
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This article challenges the content of most marketing research courses whereby students are indoctrinated into the qualitative-then-quantitative archetype commonly found in scholarly research, under the assumption that it is both sufficient and appropriate when equipping students with the necessary skills for business. By following this standard format, where discussion of qualitative research methods is usually limited to focus groups and depth interviews, academics are potentially penalizing students and their future employers by providing them with a restricted set of abilities. Are we producing a generation of future marketing managers who rather than embracing the possibilities for deep understanding will instead limit themselves to the mainstream? In the article the authors consider the value and viability of introducing ethnographic techniques into the marketing research curriculum to complement existing qualitative methods and provide four examples to demonstrate this. The authors do not negate the need for marketing courses to continue to teach students the “basics” of marketing research but rather challenge the idea that this archetype provides all the necessary skills. If marketing educators are to truly equip students for future roles as decision makers in business, the authors recommend that ethnography must be considered a viable alternative method of marketing research.
Greenacre, LM, Burke, PF, Denize, SM & Pearce, R 2012, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. Special issue, pp. 19-34.
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Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling
Ho, HD 2012, 'Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability', Psychology & Marketing, vol. 29, no. 2, pp. 87-97.
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ABSTRACTAlthough widespread belief holds that salespeople can leverage their personal relationships with prospective customers to gain business, previous research has not investigated the implications of friendships between salespeople and customers for customers’ postpurchase satisfaction and fairness judgment. Findings from two experiments show that friendships benefit salespeople only when the outcome of the transaction is unfavorable. Specifically, when salespeople and customers are close friends rather than acquaintances, the customers perceive an unfavorable outcome as relatively more fair and satisfactory, but such an effect does not occur when the outcome of the transaction is favorable. This paper also shows that customers’ perceived fairness mediates the interaction effect between friendship and the favorability of transaction outcome on customer satisfaction. In summary, this paper advances the understanding of the implications of salesperson–customer friendships for customers’ postpurchase evaluations.
Kattiyapornpong, U & Miller, KE 2012, 'PROPENSITY TO SHOP: IDENTIFYING WHO SHOPS TIL THEY DROP', JOURNAL OF TRAVEL & TOURISM MARKETING, vol. 29, no. 6, pp. 552-565.
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Tourist shopping expenditure is a vital ingredient which contributes significantly to the gross domestic product (GDP) of the nation. Past research has stressed the importance of specific demographic variables related to shopping behavior; however, it has not included interactions between or configurations among demographic variables, shopping related psychographics, and shopping destinations. This study seeks to address that gap. The data was collected from a large representative sample of 26,686 Australian domestic short-stay visitors. Binary logistic regression found that demographic variables and their specific interactions were significantly related to tourist shopping behaviors as well as psychographics, trip motivation, and their shopping destination propensity, when tested simultaneously. The findings assist destination marketing managers to identify and target specific domestic short-stay tourist shoppers.
Kerr, G, Mortimera, K, Dickinson, S & Waller, DS 2012, 'Buy, boycott or blog Exploring online consumer power to share, discuss and distribute controversial advertising messages', EUROPEAN JOURNAL OF MARKETING, vol. 46, no. 3-4, pp. 387-405.
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Purpose: The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising. Design/methodology/approach: Utilising Denegri-Knott's (2006) four on-line power strategies, a content analysis of weblogs of Tourism Australia's 'Where the bloody hell are you?' advertising campaign is undertaken. Blogger behaviour towards this controversial campaign is documented and consumer power strategies are examined. Findings: This study reveals that bloggers are circumventing the traditional self regulatory process by distributing information, opinion, and even banned advertising material, thereby forming power hubs of like-minded people, with the potential to become online pressure groups, augmenting the traditional powers of consumers in the self regulatory process. Research limitations/implications: Limitations include a single case context and its exploration of a single media tool (weblogs). Also, bloggers are not representative of the general public, but do provide an alternative to the general category of complainants. Practical implications: The paper provides evidence that bloggers are defacto regulators in the online environment providing judgements on advertising campaigns, supporting those with like-minded views and disciplining others, and even making banned advertisements publicly available. Advertisers should be mindful of this activity in developing campaigns, especially in formulating controversial campaigns aimed to be disseminated online. Originality/value: The paper is the first to relate consumer power in the online environment to self-regulation. It is also first to study a new group of advertising complainants - the bloggers. © Emerald Group Publishing Limited.
Massey, GR 2012, 'All Quiet on the Western Front? Empirical Evidence on the “War” between Marketing Managers and Sales Managers', Australasian Marketing Journal, vol. 20, no. 4, pp. 268-274.
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A common assumption in the literature is that ineffective relationships and conflict between Marketing Managers and Sales Managers and their respective departments is endemic. This article challenges that assumption via an exhaustive review of the large sample quantitative studies of this important working relationship. The analysis reveals that the assumption is unsustainable in the light of the evidence, and that Marketing Manager/Sales Manager relationships are generally effective. This is encouraging news for these managers and their firms, as recent work has established that effective Marketing/Sales relationships are positively associated with superior value creation and market performance.
Menictas, C, Wang, PZ & Louviere, JJ 2012, 'Assessing the Validity of Brand Equity Constructs', Australasian Marketing Journal, vol. 20, no. 1, pp. 3-8.
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This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method ( Finn and Louviere, 1992 ; Marley and Louviere, 2005 ) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.
Sepehr, S & Kaffashpoor, A 2012, 'Measuring the Ethnocentric Tendencies of Iranian Consumers: An Assessment of Validity and Reliability of the CETSCALE', Journal of International Consumer Marketing, vol. 24, no. 4, pp. 263-274.
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Teo, STT, Segal, N, Morgan, AC, Kandlbinder, P, Wang, KY & Hingorani, A 2012, 'Generic skills development and satisfaction with groupwork among business students', Education + Training, vol. 54, no. 6, pp. 472-487.
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PurposeThe purpose of this study is to examine variables explaining students’ positive and negative experiences of groupwork and connect country of residence with the perception of generic skills development and self‐reported satisfaction with groupwork. It also aims to examine the effect of prior training in groups from the perspective of Australian and Non‐Australian permanent residency Business students.Design/methodology/approachRespondents were 389 undergraduate and postgraduate Business students at an Australian metropolitan university. A path model was developed and analysed using partial least squares modeling.FindingsStudents’ country of residence had a significant influence on reporting of generic skill development and experience of groupwork. Self‐reported improvement in generic skills after groupwork assessment was associated with reporting of fewer negative and more positive aspects of working in groups.Research limitations/implicationsThe findings were limited by using data collected from students enrolled in one undergraduate and one postgraduate subject at the conclusion of a group assignment from one university. Future research should test the model by extending it to other universities and non‐Business units. Future research should rely on a longitudinal design, where the survey is carried out at the beginning and the end of the group assessment.Practical implicationsIt is important to ensure both domestic and international students acquire generic skills through groupwork and that prior t...
Waller, DS 2012, 'A Longitudinal Study of Pro Bono Activities Reported by WPP Group', Social Marketing Quarterly, vol. 18, no. 3, pp. 234-246.
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As organizations formalize their corporate social responsibility (CSR) activities, many firms are voluntarily disclosing these activities in their annual report. Some advertising agencies, for example, are discovering the benefits of undertaking pro bono work and reporting them in their annual reports. This article uses a longitudinal approach to observe the pro bono activities presented in the annual reports of the largest advertising agency holding company in the world, WPP Group. The amount of “social investment” has been disclosed in the annual reports including details of the financial cost of pro bono activities and the types of organizations that are the recipients. This study provides an insight into the disclosed pro bono activities of a major organization across a 10-year period (2000–2009).
Waller, DS 2012, ''Truth in Advertising': The Beginning of Advertising Ethics in Australia', JOURNAL OF MASS MEDIA ETHICS, vol. 27, no. 1, pp. 46-56.
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In Australia, as in many countries, the early advertising industry had a poor reputation for honesty. However, in 1920 'truth in advertising' and raising ethical behavior became the focus of the Second Convention of Advertising Men of Australasia, held in Sydney. This was a major event in Australia's advertising history and was seen as a way to legitimize the industry in the eyes of those who doubted advertising's honesty. This paper will look at the Sydney Advertising Convention, with particular reference to quotes from presenters and the establishment of self-regulatory bodies, to help gain an insight into the beginning of a system to observe ethical behavior in advertising. © 2012 Copyright Taylor and Francis Group, LLC.
Wells, PA, Waller, DS & Lanis, R 2012, 'TV Licenses in Australia: Barriers to competition, big bucks and the impact of new media', Australian Journal of Communication, vol. 39, no. 2, pp. 59-72.
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Commercial television licences are awarded to television companies by the Federal Government and are the mechanism through which the industry is regulated in Australia. Major considerations in the design of this regulation system are that the industry should be 'financially viable' and, for reasons of maintaining 'cultural identity', encourage the production of local content. However, restricting the availability of television licences also represents a significant barrier to competition within the industry, which has resulted in high returns to the owners of the licences, although this has changed significantly with the growth of new media. This study considers the television licensing system in Australia, and how this is changing in the new media environment
West, A 2012, 'Psychological Capital and Training Transfer Motivation: Review of Pre–training Positive Affect', New Zealand Journal of Human Resources Management, vol. 2012, no. Winter, pp. 20-28.
Zlatevska, N & Spence, MT 2012, 'Do Violent Social Cause Advertisements Promote Social Change? An Examination of Implicit Associations', PSYCHOLOGY & MARKETING, vol. 29, no. 5, pp. 322-333.
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Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse. © 2012 Wiley Periodicals, Inc.
Fine, B, Menictas, C, Omiyale, W & Gessner, M 1970, 'The Who, When, Where and How of Smartphone Research', Australian Market & Social Research Society National Conference, Melbourne.
Kale, S & Zlatevska, N 1970, 'Understanding Teenage Poker Gambling: Policy and Consumer Behavior Implications', American Marketing Association.
Saluja, G & Adaval, R 1970, 'Self-construal as a Cultural Mindset and its Relevance for Automatic Social Behavior', NA - Advances in Consumer Research, Association for Consumer Research Annual Conference, Vancouver, Canada.
Saluja, G, Hong, J & Mukhopadhyay, A 1970, 'Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals', Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, pp. 14-14.
Spence, M, Som, A & Zlatevska, N 1970, 'How Shades of Failure and Mental Simulation Affect the Likelihood of Subsequent Actions', AP - Asia-Pacific Advances in Consumer Research, Association for Consumer Research Asia-Pacific Conference, Association for Consumer Research, Duluth MN, pp. 228-236.
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Literature in sequential choice categorizes focal actions and reactions as either goal consistent or inconsistent. In practice, there areshades of consistency: some actions are greater failures than are others. Based on three inter-related studies, we empiricallydemonstrate that the likelihood of performing subsequent actions is affected by the extent of failure of the current action; and, that thiseffect is moderated by a process mental simulation versus an outcome simulation prime.
Waller, DS 1970, 'A media landscape of Gen Y: how does radio compare to other media?', Radio Waves : 90 Years of Radio Broadcasting in Australia' Old, New & Next Wave, ASRA & UTS Joint 2012 Conference, Australasian Sound Recordings Association & Faculty of Arts and Social Sciences, UTS, Sydney, Australia.
Waller, DS 1970, 'A study of Chinese students' attitudes to offensive advertising', ASA Conference Program, 19th Biennial Conference of Asian Studies Association of Australia, Asian Studies Association of Australia, Sydney, pp. 85-85.
Waller, DS 1970, 'Advertising cosmetics and a backlash from regulators: An analysis of blog comments', Proceedings of ANZCA 2012, Australian and New Zealand Communication Association Conference, Australian and New Zealand Communication Association, Adelaide, Australia, pp. 1-5.
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The advertising industry is often criticised for presenting unrealistic images of beauty which can have a negative influence on women and girls. A small number of advertisements for cosmetics have come under fire with regulators in the UK and US. This paper discusses a magazine ad for CoverGirl cosmetics which was criticised by the US regulatory authority leading it to voluntarily withdraw it from future campaigns, and analyses blog comments about the decision. It has been suggested that this decision could be the beginning of changes to the advertising of cosmetics.
Wise, C, Burke, PF & Burke, S 1970, 'The impact of esoteric product specifications on choice', Academy of Marketing Conference Proceedings, Academy of Marketing Conference, Academy of Marketing, Cardiff, Wales, UK, pp. 1-8.
Wise, C, Burke, PF & Burke, S 1970, 'The impact of esoteric product specifications on choice', 2012 AMA Educators' Proceedings, AMA Summer Educators' Conference, American Marketing Association, Chicago, USA.
Zlatevska, N & Cowley, E 1970, 'Failing to Not Think About Failing: The Effects of Thought Suppression on Consumption', Society for Consumer Psychology (Summer).
Zlatevska, N & Cowley, E 1970, 'To Think or Not To Think: The Pros and Cons of Thought Suppression', Proceedings of the Annual Conference of Association for Consumer Research., ACR Conference Proceedings-Advances in Consumer Research.
Zlatevska, N & Holden, S 1970, 'Small size, big bite: A reassessment and reversal of the dieter's paradox', AMA Marketing & Public Policy Conference.
Zlatevska, N & Spence, M 1970, 'Personal consumption norms and their influence on consumption volume', AMA Marketing & Public Policy Conference.
Zlatevska, N, Dubelaar, C & Holden, S 1970, 'Sizing up the size effect: A meta analysis of unit size and its influence on consumption volume', AMA Marketing & Public Policy Conference.
Zlatevska, N, Dubelaar, C & Holden, S 1970, 'Sizing up the size effect: A meta-analysis of unit size and its influence on consumption volume', Advances in Consumer Research, Association for Consumer Research, Association for Consumer Research, Duluth: MN.
