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Hume Winzar

Bio: Hume Winzar is an academic researcher from Macquarie University. The author has contributed to research in topics: Marketing research & Marketing management. The author has an hindex of 13, co-authored 66 publications receiving 862 citations. Previous affiliations of Hume Winzar include Griffith University & Murdoch University.


Papers
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Journal ArticleDOI
TL;DR: Operations management analytical techniques to the non-profit performing arts to increase understanding of operational issues and inform service management strategy and implications for operational strategy, service design and service management theory are discussed.

131 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined consumers' experience of a general performing arts experience to identify the predictors of positive repurchase intention so marketing efforts can focus on drawing consumers to return.
Abstract: Factors such as reduced government spending, increased competition from expanding entertainment markets and shrinking audiences have all placed excess pressure on the ability of performing arts organisations to make ends meet. Many performing arts organisations operate as not-for-profit organisations, so rely heavily on the combined efforts of corporate sponsors, government funds and ticket sales to support the organisation. In order to survive in the market economy, the current strategies need to incorporate a thorough understanding of the drivers of return purchase intent to maximise ticket sales in this setting. The purpose of this paper is to examine consumers’ experience of a general performing arts experience to identify the predictors of positive repurchase intention so marketing efforts can focus on drawing consumers to return. Experiential service settings, such as the performing, arts are suggested to challenge more traditional service marketing and management theory that repurchase intention is driven by value, service quality and customer satisfaction alone. It is suggested that in an experiential setting a complex anthology of predictors including the need for affect and goal directed emotional attainment must be considered. Much of the research conducted in this setting approaches the field from an artistic discipline. In contrast, this research approaches the performing arts from a service marketing and management paradigm. By doing this, a set of services strategies applicable to the performing arts will become evident. Exploratory investigation was undertaken with 26 candidates. In-depth qualitative interviews, using open-ended questioning, were conducted to draw thick description of consumer opinion. The findings reported indicate that in this setting, functional factors, especially value and service qualities, are extremely important to candidates when deciding to repurchase. Factors such as emotional attainment and show experience, which have been the primary focus of current performing arts organisations’ strategic focus, were found to play a lesser role in overall intent to repurchase. The paper identifies some conceptual target segments evolving from this research. Importantly, these findings are applicable to the performing arts but may have implications for other non-profit service organisations, such as fine arts and museums.

124 citations

Journal ArticleDOI
TL;DR: In this paper, a definition of negative franchisee exits is developed to overcome deficiencies in previous definitions of failure, and the insights gained from the qualitative research are used to develop a model for the second stage of the research.

94 citations

Journal ArticleDOI
TL;DR: A survey of a sample of accounting majors in three Australian universities supports the overseas evidence that there appears to be a strong tendency for accounting students to have common preferences on three of the four Myers-Briggs dimensions as discussed by the authors.
Abstract: This paper reviews the evidence of a Myers‐Briggs personality type bias for accounting students, A survey of a sample of accounting majors in three Australian universities supports the overseas evidence that there appears to be a strong tendency for accounting students to have common preferences on three of the four Myers‐Briggs dimensions. The findings of this research suggest that while significant diversity is still evident, there is a bias in the Myers‐Briggs personality profiles of accounting students towards preferences for sensation over intuition, thinking over feeling, and judgment over perception. Research in psychology and education has shown that different Myers‐Briggs personality preferences are associated with significant differences in how people prefer to learn, and the types of learning experiences under which they perform best, that is personality types are associated with distinct learning styles. These outcomes suggest that accounting educators should cater to the variety of personality types among their students by adopting a diversified teaching approach. Such an approach should provide a balance of learning experiences and teaching strategies by attempting to challenge the weaknesses of the personality bias of accounting students in the intuition, feeling and perception areas, and building upon their strengths in the sensation, thinking and judgment areas.

72 citations

Journal ArticleDOI
TL;DR: In this paper, the authors introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands.
Abstract: This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness; and demonstrating a straightforward method for scholars and practitioners to measure brand value and then to forecast and simulate brand competitiveness.,On a sample of 190 postgraduate students, the authors apply the conjoint analysis and best-worst scaling to illustrate our CBBV model. Following Keller (1993), the authors operationalise brand equity as the outcome of consumers’ internal mental processes, in the form of brand preference, and show how preferences data can be transformed into estimates of brand value in the form of price premium. Finally, the model allows market share simulation based on manipulation of branding and brand features.,The paper is more a conceptual piece, highlighting the distinction between brand equity and brand value. It also demonstrates a relatively new measurement technique for transforming measures of brand equity, in the form of brand preferences, into estimates of brand value. The paper used airlines as a service-provider example, but the technique can be applied to many hospitality and service environments.,The study demonstrates how brand equity drives brand value via consumer utility, and proposes a CBBV–competitiveness chain. The authors convert individual consumer preference data to brand value with subsequent preference-based market segmentation, and estimate competitiveness in two ways: market share ceteris paribus and price premium for brand indifference. They also demonstrate how market simulation can be performed so that it allows forecasting of competitiveness (market share) based on product attributes that affect brand value.,The CBBV–competitiveness chain constitutes a (new) mindset in the marketing of hospitality, tourism and other services. The study provides a method to measure and test the components of this model and determine brand competitiveness. It used airlines in the example, but the method can be applied to many different settings such as, for example, hotel management group (Starwood, Accor, Intercontinental, Hilton). The authors show how the method allows for benefit-based market segmentation, market-share forecasting and estimation of price premium.,The CBBV chain provides a conceptual link between brand equity, brand value and brand competitiveness. When equity and related constructs are often conceptualised as relative to competition, they are rarely actually measured in that manner. The study shows how brand equity measured as preferences can be transformed into brand value and competitiveness relative to the competition. The combination of conjoint analysis and best–worst scaling is relatively new to the hospitality and services industries. The authors show that these tools can be applied to these industries without depending on costly software or high-priced consultants.

57 citations


Cited by
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01 Jan 2009

3,235 citations

01 Jan 2016
TL;DR: The learning to teach in higher education is universally compatible with any devices to read, so you can get the most less latency time to download any of the authors' books like this one.
Abstract: Thank you for reading learning to teach in higher education. As you may know, people have look numerous times for their favorite books like this learning to teach in higher education, but end up in infectious downloads. Rather than enjoying a good book with a cup of tea in the afternoon, instead they cope with some infectious bugs inside their laptop. learning to teach in higher education is available in our digital library an online access to it is set as public so you can get it instantly. Our book servers spans in multiple countries, allowing you to get the most less latency time to download any of our books like this one. Kindly say, the learning to teach in higher education is universally compatible with any devices to read.

1,332 citations

Journal Article
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
Abstract: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

1,172 citations

01 Jan 2008
TL;DR: By J. Biggs and C. Tang, Maidenhead, England; Open University Press, 2007.
Abstract: by J. Biggs and C. Tang, Maidenhead, England, Open University Press, 2007, 360 pp., £29.99, ISBN-13: 978-0-335-22126-4

938 citations