Showing papers in "Australasian Marketing Journal (amj) in 2012"
TL;DR: The role of the four Ps marketing mix model in social marketing is discussed in this article, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required.
Abstract: This article considers the role of the four Ps marketing mix model in social marketing, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required. A brief review of the four Ps marketing mix model in the mainstream marketing and social marketing fields is presented. Criticisms of the four Ps model are then examined. It is argued that the four Ps marketing mix model is outdated for application to social marketing, and an alternative approach to the social marketing mix is proposed. It is posited that an expanded approach recognizing strategies such as relational thinking, and upstream social marketing activities would offer a more suitable approach. Using a more open minded social marketing mix less reliant on the four Ps model can help guide social marketing research and practice. 2011 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.
144 citations
TL;DR: In this article, the role of consumer perceptions of a website's innovativeness as a factor influencing their evaluations of website-service quality, development of trust in the website, loyalty, etc.
Abstract: This paper examines the role of consumer perceptions of a website's innovativeness as a factor influencing their evaluations of website-service quality, development of trust in the website, loyalty...
116 citations
TL;DR: While international retailers engage in the active promotion of store brands, consumers from Asia-pacific markets remain resistant to purchasing store brands despite the intensification of promotio... as mentioned in this paper.
Abstract: While international retailers engage in the active promotion of store brands, consumers from Asia–Pacific markets remain resistant to purchasing store brands despite the intensification of promotio...
84 citations
TL;DR: Brand personality has become an increasingly important concept within brand theory and factor based research is the method most widely used in the study of brand personality as discussed by the authors.There have been critiq...
Abstract: Brand personality has become an increasingly important concept within brand theory and factor based research is the method most widely used in the study of brand personality. There have been critiq...
81 citations
TL;DR: The literature indicates that the relationship bet w.r.t. e-business adoption is one of the key challenges facing organizations as mentioned in this paper, and the literature suggests that relationship betw
Abstract: Understanding the effective adoption of technological innovations, such as e-business, is arguably one of the key challenges facing organizations. The literature indicates that the relationship bet...
75 citations
TL;DR: In this article, the authors examined the relationship between consumer innovativeness and its influence on product adoption and found that consumer innovation is correlated with product adoption. But the results of academic research into consumer innovation and product adoption lack consensus.
Abstract: The results of academic research into consumer innovativeness and its influence on product adoption lack consensus. To help close this gap, the study examines the relationship between consumer inna...
74 citations
TL;DR: Personal values are important determinants of consumer behavior as discussed by the authors and have been identified values (i.e., openness to change and self-enhancement) which guide consumers' mall shopping behavior.
Abstract: Personal values are important determinants of consumer behavior. While previous research has identified values (i.e., openness to change and self-enhancement) which guide consumers’ mall shopping b...
70 citations
TL;DR: This paper explored how in-grained cultural values influenced a Chinese student's decision to study abroad and concluded that the decision-making process is strongly influenced by traditional values rooted in Confucianism, and child-centredness due to China's one-child policy and modern Western values.
Abstract: Research on the marketing of higher education institutions has mainly been concerned about the selection criteria used in the decision making process, this research fills a gap in the literature by exploring how in-grained cultural values influence a Chinese student’s decision to study abroad. Twenty interviews were conducted among participants who were in the process of deciding on higher education abroad. Nine of the participants were Chinese parents, and eleven were students. The themes which emerged from the interviews are discussed by linking it to the literature to provide insights. The decision making process is strongly influenced by traditional values rooted in Confucianism, and child-centredness due to China’s one-child policy and modern Western values. The article concludes with a discussion on the implications for the marketing of international higher education institutions.
62 citations
TL;DR: In this article, a consumer involvement in fashion clothing is investigated. But the authors focus on the consumer objects that facilitate everyday life, and not the fashion items that facilitate it, and they do not consider fashion clothing as an important and meaningful object.
Abstract: This study is concerned with consumer involvement in fashion clothing. Amidst the consumer objects that facilitate everyday life, fashion clothing is an important and meaningful object for many con...
60 citations
TL;DR: In this paper, the authors examined the impact of trust on relational exchanges between buyers and sellers in an international context and found that international relational outcomes benefit from the presence of both cognitive and affective trust.
Abstract: This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective trust. Data from Australian exporters are tested with regards to their overseas buyers. The empirical results show that cognitive trust and affective trust are distinct dimensions. Shared goals is a common antecedent to both dimensions of trust. Perceived cultural distance and reputation are the unique antecedents to cognitive trust while total interdependence is the unique antecedent to affective trust. The results indicate that international relational outcomes benefit from the presence of both cognitive and affective trust. In other words, when exporters exhibit both dimensions of trust, they are more willing to be flexible and report higher levels of satisfaction with export performance.
58 citations
TL;DR: The authors examined the relationship between the personality traits of Generation Y consumers, their degree of fashion consciousness, and prestige sensitivity in the context of prestige sensitivity, and found that people with higher prestige sensitivity tend to be more fashion conscious.
Abstract: The purpose of this study is to examine the relationship between the personality traits of Generation Y consumers, their degree of fashion consciousness, and prestige sensitivity in the context of ...
TL;DR: In this article, intranet portals are becoming popular as knowledge banks that distribute tailored information through a knowledge bank, and they are used for digitalization and integration of internal communications, with increasing pressure on businesses to digitalize and integrate internal communications.
Abstract: With increasing pressure on businesses to digitalize and integrate their internal communications, intranet portals are becoming popular as knowledge banks that distribute tailored information throu...
TL;DR: In this paper, the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers' attitudes toward fish consumption was explored, and a sensory analysis of nine diffe...
Abstract: This study explores the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers’ attitudes toward fish consumption. A sensory analysis of nine diffe...
TL;DR: In this article, private label labels are becoming more sophisticated, spanning many price-quality tiers and categories, and retailers have to pay greater attention to factors such as quality and cost.
Abstract: Private labels are becoming more sophisticated, spanning many price-quality tiers and categories. As such, private label branding is evolving and retailers have to pay greater attention to factors ...
TL;DR: In this paper, a study of 173 food manufacturers found that the NPD process is a capability enabling the translation of a firm's market orientation and its NPD orientation, both resources, into superior NPD program success, thereby enhancing overall firm performance.
Abstract: Achieving sustained business performance is a challenge for many firms. Nowhere is this more obvious than in the food and packaged goods domain where manufacturers are significantly affected by globally aggressive competitors and retailers. Drawing on the resource-based view of the firm this study of 173 food manufacturers finds that the NPD process is a capability enabling the translation of a firm’s market orientation and its NPD orientation, both resources, into superior NPD program success, thereby enhancing overall firm performance. The results help clarify the somewhat ambiguous relationship between market orientation, product innovation and firm performance and demonstrate that firms wishing to leverage product innovation must have the cultural and structural foundations of both a market orientation and NPD orientation. Importantly, they must implement a well-executed NPD process in order to translate these broader firm resources into performance outcomes.
TL;DR: The Marketing in Australia of Infant Formula: Manufacturers' and Importers' Agreement prevents manufacturers and importers from advertising infant formula as discussed by the authors, but toddler milks, which share brand...
Abstract: The Marketing in Australia of Infant Formula: Manufacturers’ and Importers’ Agreement prevents manufacturers and importers from advertising infant formula. However, toddler milks, which share brand...
TL;DR: The authors investigated the role of mother-centred factors on loyalty to breastfeeding and found that mother-oriented, rather than baby-oriented factors influence attitudinal and behavioural loyalty to breastfeedings.
Abstract: The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically focus on baby-oriented factors, breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continued breastfeeding. Using social marketing, this research investigates the role of mother-centred factors on loyalty to breastfeeding. A sample of 405 Australian women completed an online survey. The data were analysed using structural equation modelling, which revealed that mother-oriented, rather than baby-oriented, factors influence attitudinal and behavioural loyalty to breastfeeding.
TL;DR: In this paper, the authors explore the drivers of satisfaction and dissatisfaction for overseas service customers of higher education in Australia, and find that service satisfaction and satisfaction for international students derive from: elements of the core service (educational service performance), personal sources (international student performance), and the external environment (socialization and host environment performance).
Abstract: This is one of the few studies in the academic literature that directly addresses inward exporting of customer services, which is a topic that has gained less attention from an international services marketing point of view. The objective of this study is to explore the drivers of satisfaction and dissatisfaction for overseas service customers of higher education in Australia. Critical incident technique (CIT) method was used to collect and analyse the data and a total of 107 critical incidents were collected. Findings from this study show that service satisfaction and dissatisfaction for international students derive from: elements of the core service (educational service performance), personal sources (international student performance), and the external environment (socialization and host environment performance). Additionally, results show that the drivers of satisfaction and dissatisfaction for international students are not necessarily the same. Limitations relating to the specific sector of higher education and the cross sectional natures of the data are addressed.
TL;DR: Vargo and Lusch as mentioned in this paper developed a synthesis of service-dominant logic and called for a major shift towards service thinking, which has been well received by the academic marketing comm...
Abstract: Vargo and Lusch (2004, 2008, 2009) developed a synthesis of service-dominant logic and called for a major shift towards service thinking, which has been well received by the academic marketing comm...
TL;DR: In this article, the authors examine the reasons that people give for switching services and show how the frequencies of different reasons vary by typologies of switching services. But they do not examine the differences between different reasons.
Abstract: This paper examines the reasons that people give for switching services. It is designed to test previous work and to extend knowledge by showing how the frequencies of different reasons vary by typ...
TL;DR: In this article, a model of customer trust in buyer-seller relationships in rural India by integrating variables studied in developed counties with the emphasis of social aspects of market exchange by including generalised trust sources was proposed.
Abstract: This paper conceptualised a model of customer trust in buyer–seller relationships in rural India by integrating variables studied in developed counties with the emphasis of social aspects of market exchange by including generalised trust sources. We have applied Fishbein’s model of behavioural intention and Fafchamps’s (2002) trust theory in developing countries and proposed that the customer trust is not only based on often-studied personalised trust sources only but also through generalised trust sources. In the model, we have included normative and informational social influences as generalised trust sources and product quality, service quality and customer dependence as personalised trust sources. We empirically validated our model with the survey data collected from farmers who buy chemical fertilisers from rural traders in India. We found that the generalised trust sources significantly impact customer trust for traders. Furthermore, we also found that the personalised trust sources impact customer trust for traders in a different way in rural India.
TL;DR: In this article, the authors test 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 et al. 2005) and the more traditional confirmatory factor analysis (CFA) method.
Abstract: 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.
TL;DR: In spite of this controversy, there is little research linking GM with relevant anti-consumption policies as discussed by the authors, despite the controversy surrounding genetic modification (GM), especially in Australasia, Britain and Europe.
Abstract: Much controversy surrounds genetic modification (GM), especially in Australasia, Britain and Europe. In spite of this controversy, there is little research linking GM with relevant anti-consumption...
TL;DR: In this paper, the authors identify relationship marketing constructs that can significantly different differentially impact first year student attrition in a relationship marketing environment. But, the novelty of this study is that it seeks to identify relationships that can be significantly different.
Abstract: Stemming first year student attrition is the subject of extensive research. The novelty of this study is that it seeks to identify relationship marketing constructs that can significantly different...
TL;DR: In this paper, a qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers' acceptance of the mobile technological innovation.
Abstract: This study examines consumer adoption of 3G mobile technology in China. The qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers’ acceptance of the mobile technological innovation. The findings are compared and contrasted against those reported in Western studies. The variations underpinning adoption of 3G between consumers in the three regional cities were identified. Specifically, it was found that the regions differed in terms of the relative importance of the identified adoption determinants, such as perceived social outcomes for using the innovation and the effects of social influence on the adoption. These findings provide subtle insight into the nature of Chinese consumers’ responses to new mobile technologies and a better understanding of variations among regional Chinese consumers.
TL;DR: In this paper, the authors present a brief history of the development of franchising in Australia and its regulatory framework and link this to an analysis of relevant research, finding that a disparate ad hoc approach to research including scoping studies at the embryonic stage of franchise development; significant evidence of census style research culminating in a trajectory of disparate studies utilising more sophisticated research methods.
Abstract: This article represents a brief history of the development of franchising in Australia and its regulatory framework and links this to an analysis of relevant research. Findings indicate a disparate ad hoc approach to research including scoping studies at the embryonic stage of franchise development; significant evidence of census style research culminating in a trajectory of disparate studies utilising more sophisticated research methods. For franchising research to advance there appears to be a need to interface with other research domains in SME and entrepreneurship research, extend the range of issues which are the subject of franchising research; begin longitudinal studies in order to better understand change over time; promote studies which have a sectoral focus in order to improve knowledge and understanding at that level of analysis; and, increase the representation of cross-border/cultural research in the volume of work being undertaken.
TL;DR: In this article, the authors developed and tested a framework for market entry mode choice drawing on the resource-based theory and institutional theory in the context of region-with-incountry from marketing perspective.
Abstract: This research has two major purposes. The first is to develop and test a framework for market entry mode choice drawing on the resource-based theory and institutional theory in the context of region-withincountry from marketing perspective. On this issue resource-based influences and environment influences are key drivers of entry mode strategies. Specifically, the central proposition is that a firm selects market entry strategies that its resources (firm characteristics, product characteristics, and firm size) can support and this selection also depends on the firms’ perception of two environments (home market characteristics and host market characteristics). The second is to test the theoretical framework within the special situation of Hong Kong firms’ entry modes into Mainland China as a specific economic region-within-country context. A mail survey was used to gather data from 208 senior executives of Hong Kong firms undertaken. The results show that firm characteristics, product characteristics, home market characteristics, and host market characteristics (but not firm size) significantly influence the choice of equity mode entry mode strategies for firms from Hong Kong entering other economic zones within Mainland China.
TL;DR: The authors present a C-OAR-SE-based critique of the six articles discussing "market orientation" in the August 2011 issue of this journal, and present a further commentary article.
Abstract: This further commentary article presents a C-OAR-SE-based critique of the six articles discussing “market orientation” – hereafter often abbreviated as MO – in the August 2011 issue of this journal...
TL;DR: In this paper, the authors review extant research in classical conditioning effects in consumer behavior and advertising contexts to determine whether they are real or illusory, and they reveal that the empirical results reveal that...
Abstract: This paper reviews extant research in classical conditioning effects in consumer behavior and advertising contexts to determine whether they are real or illusory. The empirical results reveal that ...
TL;DR: In this paper, the authors studied the phenomenon of service providers showing customers some activities originally in the backstage but few are known about the phenomenon from theoretical viewpoints from the point of view of the service provider.
Abstract: Increasingly service providers show customers some activities originally in the backstage but few are known about the phenomenon from theoretical viewpoints. The purpose of this study is to conduct...