JournalTOCs

Australasian Marketing Journal (AMJ)
Journal Prestige (SJR): 0.351

Citation Impact (citeScore): 1
Number of Followers: 4

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1441-3582
Published by Sage Publications

[1176 journals]

Editorial
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  Authors: Liem Viet Ngo
  Pages: 1 - 1
  Abstract: Australasian Marketing Journal, Volume 31, Issue 1, Page 1-1, February 2023.
  
  Citation: Australasian Marketing Journal
  PubDate: 2023-02-09T11:14:51Z
  DOI: 10.1177/14413582231157830
  Issue No: Vol. 31, No. 1 (2023)
Performance Effects of Internal Market Orientation and Pricing Capability:
The Moderating Role of Firm Innovativeness
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  Authors: Piyush Ranjan, Jogendra Kumar Nayak
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This research intends to develop a conceptual framework for examining the distinct effects of internal market orientation and pricing capability on three categories of performance outcomes: customer performance, market performance, and financial performance. This study also explores the moderating influence of firm innovativeness on the relationship between internal market orientation and pricing capability. The partial least square structural equation modeling technique was applied to a cross-industry sample of 194 small and medium-sized enterprises in India. The findings indicate that internal market orientation contributes significantly to the development of pricing capability, which has positive effects on customer performance, market performance, and financial performance. Similarly, firm innovativeness positively moderates the relationship between internal market orientation and pricing capability. More interestingly, internal market orientation and pricing capability have substantial and differential effects on customer performance, market performance, and financial performance. Overall, these findings have substantial implications for theory and practice.
  Citation: Australasian Marketing Journal
  PubDate: 2023-02-24T06:30:14Z
  DOI: 10.1177/14413582231155644
How Micro-Influencers’ Personality Influences the Personality of
Novice and Established Brands
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  Authors: Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch, Marco Hardiman
  Abstract: Australasian Marketing Journal, Ahead of Print.
  The proliferation of social media resulted in less control over who shares brand content. While brand content sharing by micro-influencers is sought by many firms, the effects of such an activity on brands’ personality remains unknown. This study combined context effects and schema theories to demonstrate that assimilation occurs for novice brands, while contrast and ceiling effects take place for established brands due to micro-influencer-brand (in)congruence against the existing brand schemas. Currently, managers target consumers under an assumption that a match between a brand and an influencer is beneficial. We demonstrate that such targeting is advantageous only for novice brands. Established brands paired with congruent micro-influencers experienced no boost in brand personality (ceiling) with a boost occurring only when micro-influencers and brands were incongruent (contrast). Our results raise questions about the effectiveness of current branding strategies and caution about novice brands assimilating undesirable personalities.
  Citation: Australasian Marketing Journal
  PubDate: 2023-02-20T05:28:49Z
  DOI: 10.1177/14413582231153191
Creative Meta-Skills: Construct, Dimensions and Implications for Marketing
Professionals
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  Authors: Kallol Das, Yogesh Mungra, Anupama Ambika, Amandeep Dhir
  Abstract: Australasian Marketing Journal, Ahead of Print.
  Creative skills are often regarded as a vital asset for marketing professionals. Unprecedented technology-driven shifts have further accentuated the need for creativity in marketing. However, scholars and practitioners’ understanding of the capabilities required to acquire creative skills is lacking, which is a matter of concern given the importance of these capabilities and creativity in marketing. Our study thus aims to address the following research questions: (1) What are creative meta-skills (i.e. capabilities required to acquire creative skills)' and (2) How is this construct related to other relevant constructs' In addressing these questions, we define the construct of creative meta-skills, anchored in flow theory and delineate its dimensions – that is, creative growth mindset, diligence and openness to feedback. Further, using the stimulus-organism-response (S-O-R) model, we relate creative meta-skills to creative performance through creative personal identity (CPI) and creative self-efficacy (CSE) and empirically test this relationship via two studies. Theoretically, this paper contributes to the literature on meta-skills and creativity in marketing (CiM) by refining the construct of creative meta-skills and by providing a conceptual framework. This topic will be a valuable addition to the marketing curriculum. Further, firms can use this study’s insights to enhance their marketing professionals’ creativity quotient. The hiring process for creative industries/roles would benefit by considering creative meta-skills, CPI and CSE in the evaluation criteria. The paper ends with a note on its own limitations and directions for future research.
  Citation: Australasian Marketing Journal
  PubDate: 2023-02-18T06:34:05Z
  DOI: 10.1177/14413582231154268
Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case
Study on Review Fraud Detection and Understanding
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  Authors: Xuan Truong Du Chau, Thanh Toan Nguyen, Vinh Khiem Tran, Sara Quach, Park Thaichon, Jun Jo, Bay Vo, Quang Dieu Tran, Quoc Viet Hung Nguyen
  Abstract: Australasian Marketing Journal, Ahead of Print.
  With the advancement of internet technology, customers increasingly rely on online reviews as a valuable source of information. The study aims to develop a marketing data analytics framework to manage online reviews, especially fake reviews, which have become a significant issue undermining the creditability of online review systems. As small and medium-sized enterprises often lack the capabilities to automatically derive customer insights from online reviews, this study proposes a cost-effective, extensible Review-Analytics-as-a-Service (RAaaS) framework that can be operated by non-data specialists to facilitate online review data analytics. We demonstrate the framework’s application by using two datasets with more than 400,000 online reviews from Yelp to simulate live platforms and demonstrate an analytic flow of review fraud detection and understanding. The findings reveal insights into the influence of fake reviews on product ranking and exposure rate. Moreover, it was found that there was a higher concentration of sadness and anger in fake reviews (vs. organic reviews). In addition, fake reviews tend to be shorter, more extreme (with the use of strong adverbs), and have different patterns of topic distribution. This study has important implications for different stakeholder groups including, but not limited to, SMEs, review platforms and customers.
  Citation: Australasian Marketing Journal
  PubDate: 2023-02-11T07:05:32Z
  DOI: 10.1177/14413582221146004
A Paradox Theory of Social Media Consumption and Child Well-Being
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  Authors: Sheau-Fen Yap, Weng Marc Lim
  Abstract: Australasian Marketing Journal, Ahead of Print.
  Social media has impacted child well-being in paradoxical ways. Yet, our understanding of this paradox remains piecemeal. To address this gap, this conceptual article endeavors to delineate the interplay between child well-being and contradictions associated with social media consumption and the ways to manage these contradictions. Using paradox theory, we develop a theoretical framework that explains the relationships and dynamics surrounding conflicting demands between empowerment and protection and the cyclical responses to paradoxical tensions involving social media that are affecting child well-being. Using this framework, we offer a collection of propositions to stimulate further research on the empowerment–protection paradox and a set of mediating pathways to manage paradoxical tensions arising from social media consumption and promote children’s well-being in the digital era.
  Citation: Australasian Marketing Journal
  PubDate: 2023-01-12T09:25:02Z
  DOI: 10.1177/14413582221139492
The Past, Present and Future of Marketing Research in Australia and New
Zealand: A Personal Sampler of Some Key Figures
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  Authors: John H. Roberts
  Abstract: Australasian Marketing Journal, Ahead of Print.
  The Australian and New Zealand Marketing Academy (ANZMAC) and its precursor, the Australian and New Zealand Academy of Marketing Educators Conference (ANZMEC), have been in existence for over a quarter of a century, with ANZMEC being founded in 1996. During that time, many scholars have contributed to research in marketing globally, establishing ANZMAC and its members as significant players internationally. With some of the key founding figures retiring, it is a good time to ensure that the organization’s corporate memory is not lost. In this brief piece I pay tribute to the succeeding waves of scholars who made the Academy the organization that it is today.
  Citation: Australasian Marketing Journal
  PubDate: 2022-12-26T12:10:37Z
  DOI: 10.1177/14413582221143537
City, Consumption and Interculturalism: How Cities Can Facilitate Consumer
Acculturation
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  Authors: Sorush Sepehr, Hartmut Holzmüller, Philip J. Rosenberger
  Abstract: Australasian Marketing Journal, Ahead of Print.
  With the rise of interculturalism as an alternative paradigm to the dominant multicultural integration policies in immigration countries, the importance of cities, as landscapes of intercultural interactions and consumption has become more and more important. This study aims to investigate how cities and city-related consumption practices play a role in consumer acculturation, an area that is largely overlooked in previous research. A hermeneutic approach is used to analyse and interpret the data collected through semi-structured and unstructured go-along interviews with 18 Iranian immigrants who live in Dortmund, Germany. Beyond the dichotomy of the home and host countries, the findings of this study show how city-related activities and interactions can lead to the construction of a sense of belonging to the hosting society. We show how such a sense of belonging can be constructed through immigrant consumers’ involvement in city-related rituals, private appropriation of public space and reterritorialisation.
  Citation: Australasian Marketing Journal
  PubDate: 2022-11-14T08:29:13Z
  DOI: 10.1177/14413582221136131
Net Promoter and Revenue Growth: An Examination Across Three Industries
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  Authors: John G. Dawes
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This study examines the claim that the Net Promoter Score (NPS) is an indicator of future revenue growth. It firstly reviews published work on this topic, then presents evidence from firms in three US industries: airlines, supermarkets and insurance companies. A distinctive feature of the analysis is that it uses longitudinal data for NPS and revenue for periods between 5 and 11 years for airlines and supermarkets. This contrasts to the predominant approach in past work, which has been to analyse cross-sectional data. In addition to that longitudinal analysis, the cross-sectional association between NPS and revenue growth is examined for a sample of 10 large insurance firms for an aggregated period 2017 to 2020. The overall conclusion from the analysis is that Net Promoter is not an indicator of future revenue growth.
  Citation: Australasian Marketing Journal
  PubDate: 2022-11-14T08:24:51Z
  DOI: 10.1177/14413582221132039
ANZMAC Executive: A Personal Perspective on How ANZMAC Has Evolved, and
What Role It Ought to Play in the Future
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  Authors: Robert aitken
  Abstract: Australasian Marketing Journal, Ahead of Print.
  The traditional role of an academy, derived from the ancient centres of learning made famous by Plato and Aristotle, was to enable and encourage the development and dissemination of knowledge. While times have changed, the need for knowledge has not, and the Australian and New Zealand Marketing Academy (ANZMAC) is proud to play its part in contributing to this tradition. However, the ways in which the Academy can continue to fulfil its role, and the nature of its relationship with its community, are critical questions that need to be addressed. Given the disruptive and unpredictable nature of change in the current environment, and the wider and increasingly urgent calls to live more sustainably, the Academy is in a position to take a leading role in encouraging and informing the changes necessary to meet the needs of its community and the responsibilities of the discipline. These questions, and the challenges presented by changing expectations from within and outside of academia, are considered in the following perspective.
  Citation: Australasian Marketing Journal
  PubDate: 2022-11-05T09:20:43Z
  DOI: 10.1177/14413582221133850
How Gift Prices Affect Gratitude' “Right” Gift-Price
Effect
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  Authors: Jooyoung Park, Mengshu Chen, Jungkeun Kim
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This research examines the effects of gift prices on recipients’ gratitude. Five studies show an inverted U-shaped relationship between gift price and recipients’ gratitude. Recipients are more likely to appreciate gifts of monetary value that align with their expectations than inexpensive or expensive gifts whose values do not meet the recipients’ expectations. Two parallel underlying mechanisms explain the inverted U-shaped relationship: when gift prices are lower than expected, recipients perceive givers as inconsiderate, and when gift prices are higher than expected, recipients feel indebted. Additionally, we examine two boundary conditions. Compared to North Americans, Asians are more likely to show an inverted U-shaped relationship. In addition, close friends, rather than distant friends, are more likely to show an inverted U-shaped relationship. The paper concludes with a discussion of contributions to the literature on gift-giving and practical implications.
  Citation: Australasian Marketing Journal
  PubDate: 2022-11-05T09:17:03Z
  DOI: 10.1177/14413582221132847
Event Engagement: Using Event Experiences to Build Brands
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  Authors: Teagan Altschwager, Jodie Conduit, Ingo Oswald Karpen, Steve Goodman
  Abstract: Australasian Marketing Journal, Ahead of Print.
  Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical to consider not only how customers engage with the event, but also how event engagement transfers to engagement with the host brand to ultimately drive brand loyalty. This paper empirically explores the role of customer event engagement in facilitating brand engagement, within the context of branded marketing event experiences. Surveying attendees of such branded event experiences, six Australian wine brands, running 10 diverse events, agreed to collaborate in the research, yielding a total response of 274 participants. Results indicate that, for emotional, sensorial, pragmatic and relational experiences, event engagement fully mediates the relationship with customer brand engagement. Furthermore, it is the engagement with the host brand, rather than engagement with the event, that facilitates the effect on behavioural intentions of loyalty. These findings suggest that viewing engagement with a single focus (i.e., only event or only brand engagement) provides limited insight and does not uncover the true impact of event experiences; it is only through exploring the interrelationships between the engagement foci that we can truly understand how event experiences impact behavioural brand loyalty. This offers important managerial implications to facilitate engagement transfer (i.e., between event and brand), while drawing on associative network theory to explain how customer engagement spills over from the event to the brand and better account for the interdependence across engagement objects.
  Citation: Australasian Marketing Journal
  PubDate: 2022-10-17T06:23:07Z
  DOI: 10.1177/14413582221127317
Does External Attribution Motivate Pessimistic Consumers to Purchase
Organic Cosmetics'
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  Authors: Kumkum Bharti, Fauzia Jabeen, Mohd Sadiq, Farheen Khan
  Abstract: Australasian Marketing Journal, Ahead of Print.
  With the increased focus on environmental preservation and consumer well-being, the sale of organic cosmetics across the globe is gradually increasing. However, consumer hesitancy exists due to the nascent stage of the organic cosmetic market. The current study investigates the role of external attribution in increasing pessimistic consumers’ organic purchase behaviour and subjective well-being. It also examines how consumers’ purchase behaviour of organic cosmetics mediates the hypothesised relationships. The proposed conceptual model is grounded in the Conservation of Resources (COR) theory and tested through data from 613 consumers from Amazon MTurk. We found that pessimistic consumers do not purchase organic cosmetics, which, in turn, reduces their subjective well-being. However, external attribution significantly and positively moderates the negative influence of consumers’ pessimism on their purchase behaviour of organic cosmetics and their subjective well-being. In addition, we discovered that pessimistic consumers could conserve their psychological resources through external attribution, helping them reduce their scepticism towards organic cosmetics and adopt such products. Furthermore, the study’s findings highlight the need for managers to develop effective marketing strategies that increase pessimistic consumers’ well-being. Particularly, marketing strategies that emphasise the environmental and health benefits of using organic cosmetics over conventional cosmetics should be devised.
  Citation: Australasian Marketing Journal
  PubDate: 2022-10-12T06:44:28Z
  DOI: 10.1177/14413582221127319
Developing and Sustaining a Vibrant Regional Academic Organisation
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  Authors: Roderick J. Brodie, Jillian C. Sweeney
  Abstract: Australasian Marketing Journal, Ahead of Print.
  Over the past 25 years, the Australia New Zealand Marketing Academy (ANZMAC) has established itself as a vibrant organisation for marketing academics in Australia and New Zealand. We trace ANZMAC’s development, examine what has worked well and identify future challenges.
  Citation: Australasian Marketing Journal
  PubDate: 2022-09-21T07:10:37Z
  DOI: 10.1177/14413582221120104
Erratum to The Future of the Australasian Marketing Academy: Challenges
and Priorities
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  Abstract: Australasian Marketing Journal, Ahead of Print.
  
  Citation: Australasian Marketing Journal
  PubDate: 2022-09-20T07:19:22Z
  DOI: 10.1177/14413582221128616
How Brand Innovativeness Generates Positive Word of Mouth
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  Authors: Pham Hung Cuong, Xuan-Doanh Nguyen-Le, Liem Viet Ngo, Nguyen Phong Nguyen
  Abstract: Australasian Marketing Journal, Ahead of Print.
  Prior research offers little guidance on how competence-based brand factors can help transmitting positive word of mouth (PWOM). Building upon signaling theory, we propose that a brand’s efforts into innovativeness reinforce the message that “we have the competence to deliver what promised,” which in turn generates PWOM. We collected longitudinal survey data using two measurement waves with a 4 week interval among respondents from an online customer panel. The results indicate that brand innovativeness has an indirect positive relationship with PWOM, mediated by perceived brand expertise. We also find that altruism positively moderates the relationship between perceived brand expertise and PWOM. The theoretical contributions and managerial implications are also discussed.
  Citation: Australasian Marketing Journal
  PubDate: 2022-07-19T10:48:09Z
  DOI: 10.1177/14413582221113583
Looking Ahead: ANZMAC’s Pivotal Role for Marketing Scholars
Downunder
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  Authors: Harald J. van Heerde
  Abstract: Australasian Marketing Journal, Ahead of Print.
  ANZMAC, at its core, is an academy for and by marketing scholars in Australasia. This commentary reflects on its pivotal role in an increasingly fluid academic world where scholars move around and serve in different, overlapping organisations around the world. It also discusses how online technology enables novel value creation for members of the ANZMAC community and for PhD education.
  Citation: Australasian Marketing Journal
  PubDate: 2022-07-11T06:21:46Z
  DOI: 10.1177/14413582221111198
Return on Investment of Complaint Management: A Review and Research Agenda
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  Authors: Jamie Carlson, Tania Sourdin, Christine Armstrong, Martin Watts, Tanya Carlyle
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This article presents a systematic literature review which synthesises current knowledge to advance a more sophisticated conceptual framework to measure the return on investment (ROI) in complaints management. Literature is examined from searches of ProQuest, EBSCO, Emerald Plus and Google Scholar to create a road map of extant knowledge published from 1987 to 2021 in marketing and consumer related fields. Five themes associated with ROI measurement research are identified across four time periods: Cost reduction, Organisational learning, Reputational effect, Current customer focus and Social benefits. Few studies develop a comprehensive conceptual framework for the calculation of the ROI. The current literature is then extended, with the development of a framework to assist complaint management researchers and practitioners to evaluate Customer Complaint Management practices. The framework also informs the necessary data collection. Finally, new research directions are outlined to guide scholarly enquiry.
  Citation: Australasian Marketing Journal
  PubDate: 2022-06-10T01:42:20Z
  DOI: 10.1177/14413582221104854
Stay Together to be Strong: How Online Knowledge Sharing Matters
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  Authors: Mai Nguyen
  Abstract: Australasian Marketing Journal, Ahead of Print.
  In an organisational crisis, employees often face role conflicts and job insecurity as well as cynicism and emotional exhaustion. This study aims to investigate the role of online knowledge sharing as an internal marketing solution that connects employees with role conflict or a sense of job insecurity to support each other to enhance job performance. Data were collected in Vietnam with 281 eligible responses from those who worked during the pandemic. The results indicated that role conflict positively influenced job insecurity, knowledge donating, and knowledge collecting. Job insecurity had a significant impact on knowledge donating and job performance. Knowledge donating and collecting significantly affected job performance and mediated the impact of role conflict and job insecurity on job performance. The competitive mediation of knowledge donating and knowledge collecting was identified. Emotional exhaustion and cynicism were found to moderate the influence of role conflict on knowledge donating and collecting in this study.
  Citation: Australasian Marketing Journal
  PubDate: 2022-05-24T10:17:35Z
  DOI: 10.1177/14413582221096703
The Role of Perceived Entrepreneurial Passion on Creativity: A Study of
Vietnamese Social Ventures
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  Authors: Truc Thanh Le, Widya Paramita, Quan Ha Minh Tran, Le Anh Duc
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This research aims to examine whether social venture founder’s entrepreneurial passion can increase employee creativity via creative process engagement and the moderating role of employee mindfulness. A survey was conducted by asking employees of 109 social ventures in Vietnam to evaluate the founders’ entrepreneurial passion and the supervisors to evaluate employees’ creativity as well as employee creative process engagement. Drawing on the broaden-and-build theory, this study found that employee creativity increases when the employees perceive that the social venture founders have strong entrepreneurial passion as explain by higher creative process engagement. In addition, we revealed that the indirect influence of entrepreneurial passion on employee creativity remains significant regardless the employees’ mindfulness. Theoretical and practical contributions are further discussed.
  Citation: Australasian Marketing Journal
  PubDate: 2022-04-15T05:03:47Z
  DOI: 10.1177/14413582221090290
Acceptance of vulgarity in marketing: The moderating roles of product type
and consumers’ political ideology
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  Authors: Stephen David Verhoff, Eugene Y Chan
  Abstract: Australasian Marketing Journal, Ahead of Print.
  One debate about theories of disgust surround whether the emotion is elicited by adaptationist or by cultural sensitivities. We examine this question by examining the disgust that profanity elicits. This research examines two moderators that predict consumers’ acceptance of vulgar language within advertising contexts. Specifically, we focus on product type (new vs old) and consumers’ political ideology (conservative vs liberal), proposing that conservatives (vs liberals) are less accepting of new (vs existing) products advertised using vulgar language. This is potentially because, we propose and find, conservative consumers are more sensitive to the disgust emotion, and new products advertised with vulgar language elicit more disgust. We conducted three experiments to test the hypotheses. Experiment 1 finds support for our overall hypothesis while Experiments 2 and 3 find evidence for the role of disgust via both mediation and moderation techniques. Our findings suggest that the disgust emotion is driven by cultural and not purely by evolutionary sensitivities. We are also the first authors, to our knowledge, to connect the disgust literature to vulgar language. Hence, our findings offer both practical and theoretical implications regarding the use of vulgar language in marketing.
  Citation: Australasian Marketing Journal
  PubDate: 2022-04-08T10:30:41Z
  DOI: 10.1177/14413582221089291
When I’m First, I Can Use More: The Divergent Effects of Joint Appeals
on Likelihood of Purchasing Sustainable Products
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  Authors: Rokhima Rostiani, Bernardinus Maria Purwanto, Felix Septianto, Tung Moi Chiew
  Abstract: Australasian Marketing Journal, Ahead of Print.
  While sustainable products are mostly promoted with intrinsic appeals (e.g., “Buy this product and do something good for the environment”), marketers can also incorporate extrinsic appeals (e.g., “Buy this product and show others how sustainable you are”), thus creating joint appeals. However, it remains unclear whether such joint appeals will be more or less effective than intrinsic appeals in driving favorable consumer evaluations of sustainable products. This research investigates the divergent effects of joint versus intrinsic appeals on consumers’ likelihood of purchasing sustainable products and tests the moderating role of pioneering status in this regard. Across two experimental studies, this research demonstrates that joint (vs. intrinsic) appeals will lead to a higher likelihood of purchasing sustainable products from a brand perceived as a pioneer, but to a lower likelihood of purchasing sustainable products from a brand perceived as a follower. Further, these positive versus negative effects of joint appeals are driven by two distinct mechanisms—emotional value and consumer skepticism, respectively. The theoretical and practical contributions of this research are discussed.
  Citation: Australasian Marketing Journal
  PubDate: 2022-04-05T11:59:12Z
  DOI: 10.1177/14413582221089289
Neuroscientific Research Methods and Techniques in Consumer Research
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  Authors: Yunen Zhang, Park Thaichon, Wei Shao
  Abstract: Australasian Marketing Journal, Ahead of Print.
  The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and applications of neuroscientific techniques are systematically summarized. Next, the authors discuss how neurophysiological methods were applied to the research on customers’ cognition, emotion, and behavioral responses to marketing stimuli, and illustrate how neuromarketing studies extend the knowledge boundary and contribute to marketing theories and practices. The limitations of current neuromarketing tools, studies, and methodology are concluded as well, and future directions are presented accordingly. This paper contributes to the literature by offering a clear research insight into the application of neurophysiological methods. By articulating principles, methods, contributions, and directions of neuromarketing, this paper may benefit the development of neuroscientific tools being a more well-established and commonly used marketing research approach and offers a guide to scholars who are dedicated to consumer neuroscience research.
  Citation: Australasian Marketing Journal
  PubDate: 2022-03-23T06:49:50Z
  DOI: 10.1177/14413582221085321
Theoretical Advances in Service Breakdown Prevention and Recovery: Rich
Service Enactment to Improve Server-Client Interactions and Outcomes
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  Authors: Rouxelle de Villiers, Arch G. Woodside, Pornchanoke Tipgomut
  Abstract: Australasian Marketing Journal, Ahead of Print.
  This study investigates service breakdowns and describes interventions, including simulations of learner-created service interactions. Constructing and enacting these interactions help in enabling agile, effective server responses. The research investigated the effectiveness of training using live role-playing in dealing with negative turns and solving ad hoc dilemmas in real client-server encounters, thus advancing service excellence and service recovery theory and practice. Seven tertiary institutions cross five nations engaged in training students in client-service performance in simulated contexts. Findings support the positive impact of the proposed iterative competency development plan on impromptu responses, higher-order thinking and situational memory in trainees/servers. The development of Rich Service Enactment Theory (RiSET) extends three perspectives. First, most service training focuses restrictively on what-to-do, excluding necessary training on what-not-to-do. Second, practicing in stimulating contexts with peer feedback helps to prevent repeated mistakes and disastrous service failures. Third, the RiSET model provides a new framework for educators/trainers to develop models that prepare trainees for dealing with unknown, possibly high-risk encounters. The study focuses on surfacing server knowledge and implementing server training to prevent or reduce dramatic turns during client-server encounters, rather than empirically testing a well-formed theory. The study offers empirical researchers’ configurations of conditions for contextual experimentation.
  Citation: Australasian Marketing Journal
  PubDate: 2022-02-02T07:04:04Z
  DOI: 10.1177/18393349221075693
Millennials’ Self-Identity and Intention to Purchase Sustainable
Products
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  Authors: Sita Mishra, Yupal Shukla, Gunjan Malhotra, Ravi Chatterjee, Jyoti Rana
  Abstract: Australasian Marketing Journal, Ahead of Print.
  With the rising challenges related to social, economic, and climatic factors, the focus toward adoption of sustainable products is rising. Increasing focus on sustainable products, has influenced the consumer shopping behavior toward greener products. The consumers’ participation showntoward sustainable products is what defines their behavior toward its purchase. Understanding of sustainable consumption in emerging markets is still unexplored which calls for further research. A structured questionnaire was used to collect data from the millennials who belong to the working population of India and have awareness regarding sustainable products and its impact on the environment. The results show that there is a direct relationship between environment self-identity (ESI) and the intention to purchase a sustainable product (PI). Psychological ownership (PO) also plays a role of a partial mediator for the relationship between SI and PI. Environment Concern (EC) and social influence (Soc) are critical factors; their relationship also matters to comprehend the results concretely
  Citation: Australasian Marketing Journal
  PubDate: 2022-02-02T07:02:04Z
  DOI: 10.1177/18393349221075026