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Authors:Weng Marc Lim Abstract: Australasian Marketing Journal, Ahead of Print. In an era of data-driven decision-making, a comprehensive understanding of quantitative research is indispensable. Current guides often provide fragmented insights, failing to offer a holistic view, while more comprehensive sources remain lengthy and less accessible, hindered by physical and proprietary barriers. This gap underscores the urgent need for a clear, accessible guide that demystifies quantitative research, a necessity not just for academic rigor but for practical application. Against this backdrop, this guide offers an overview of quantitative research, elucidating its core motivations, defining characteristics, and methodological considerations. The necessity, importance, relevance, and urgency of quantitative research are articulated, establishing a strong foundation for the subsequent discussion, which delineates the scope, objectivity, goals, data, and methods that distinguish quantitative research, alongside a balanced inspection of its strengths and shortcomings, particularly in terms of data collection and analysis. The guide also addresses various design considerations, ranging from the choice between primary and secondary research, cross-sectional and longitudinal studies, to experimental and non-experimental designs. The crucial role of pretesting and piloting instruments is underscored, with a discussion of its goals, focal areas, and participant selection. Data considerations are also examined, covering sampling approaches, sample size determination, and data and resource maximization strategies, as well as comprehensive data preparation techniques including handling missing data, managing outliers, standardizing variables, and verifying assumptions. The guide further delves into analysis considerations, spotlighting the assessment of psychometric properties, diverse analytical approaches, and essential robustness checks. The guide concludes by demystifying the hypothesis testing process, detailing the formulation of null and alternative hypotheses, the interpretation of statistical significance, and the issue of Type I, Type II, Type III, and Type IV errors. Therefore, this guide serves as a valuable compass for researchers seeking to navigate the multifaceted aspects of quantitative research, ensuring rigorous, reliable, and valid scientific inquiry. Citation: Australasian Marketing Journal PubDate: 2024-08-01T11:13:40Z DOI: 10.1177/14413582241264622
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Authors:Sara Quach, Alec Zuo, Park Thaichon, Robin Roberts, Wenzhu Tang Abstract: Australasian Marketing Journal, Ahead of Print. The study aims to examine the impact of contagious disease cues and the government’s nonpharmaceutical interventions on customer sentiment related to perishable products with high touch frequency such as fresh fruits during a pandemic. Through social media analytics 659,537 individual tweets were collected from Twitter, by users based in two major cities in Australia (one of two major cities is the world’s longest COVID-19 lockdown). Our findings suggest that in general contagious disease cues will negatively affect consumer sentiment about fresh produce, and this effect is moderated by government interventions. In particular, except for customer sentiment related to the use of chemicals, daily case numbers had a significant negative impact on customer sentiment related to freshness, healthiness and contamination in both Sydney and Melbourne. Compared to contagious disease cues, the effect of government interventions is less consistent between Sydney and Melbourne. The findings offer significant implications for marketers and policymakers to effectively adapt to emerging customer demands and expectations. The results also confirm the effectiveness of non-pharmaceutical interventions, specifically lockdowns, in mitigating the negative effect of contagious disease cues on customer sentiment. Citation: Australasian Marketing Journal PubDate: 2024-07-31T04:01:40Z DOI: 10.1177/14413582241267329
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Authors:Weng Marc Lim Abstract: Australasian Marketing Journal, Ahead of Print. This guide explains the focus, rigor, and relevance of qualitative research, highlighting its role in dissecting complex social phenomena and providing in-depth, human-centered insights. The guide also examines the rationale for employing qualitative methods, underscoring their critical importance. An exploration of the methodology’s strengths, such as its ability to offer contextual depth and holistic perspectives, is juxtaposed against challenges like constrained generalizability and potential researcher bias, accompanied by practical mitigation strategies. Covering a spectrum of qualitative approaches, including grounded theory, phenomenology, ethnography, action research, and general inquiry, the guide sheds light on diverse data collection and analysis techniques. Noteworthily, the guide underscores the crucial aspect of trustworthiness in qualitative research, detailing methods to establish credibility, dependability, confirmability, and transferability. The integration of technologies like recording and transcribing tools with data analysis software and the growing influence of artificial intelligence, machine learning, and deep learning are also explored. Concluding with a discussion on ethical considerations, from participant recruitment to data stewardship, this guide serves as an essential resource that offers insightful, actionable guidance for conducting effective and impactful qualitative research. Citation: Australasian Marketing Journal PubDate: 2024-07-26T06:34:24Z DOI: 10.1177/14413582241264619
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Authors:Allison Enriquez, Sung-Hee Wendy Paik, Young Eun Moon Abstract: Australasian Marketing Journal, Ahead of Print. The main objective of this research is to explore how modern beauty and cosmetic marketing campaigns and advertisements affect women’s health, emotionally and mentally. In three studies, participants were shown an assortment of ads related to cosmetics and beauty ideals that focus on cosmetics and beauty. Ads were categorized as “positive beauty/real beauty” or “guilt-inducing/pressurized beauty ideals” to show underlying issues that women face after repeatedly coming into contact with advertisements concerning beauty ideals. Studies 1A and 1B were distributed to college-aged, cis-gendered females (i.e. 18–25 years) in the U.S. concerning their evaluation, attitudes, and emotions toward two types of ads and showed that the positive (vs. negative) effect of real beauty ads (vs. guilt-inducing ads) on confidence (vs. feeling of insecurity) is stronger for ads featuring the body compared to the face. In Study 2, we replicated the findings and showed that confidence and the feeling of insecurity mediate individuals’ attitudes toward these ads. Our findings contribute to the understanding of women’s mentality living alongside pressurized beauty ideals and how beauty/cosmetic brands can take back the narrative of what real women look like. Citation: Australasian Marketing Journal PubDate: 2024-07-24T09:40:28Z DOI: 10.1177/14413582241263156
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Authors:Thilini Alahakoon, Amanda Beatson, Byron Keating, Frank Mathmann, Gary Mortimer, Asha Worsteling Abstract: Australasian Marketing Journal, Ahead of Print. Employers increasingly commit to embracing diversity, equity and inclusion (DEI) in their workplaces. A key strategy for communicating this commitment is the use of DEI statements in recruitment materials, including job advertisements. However, this practice is ad hoc and is mostly viewed as a matter of compliance or impression management. This paper presents a systematic literature review of 39 studies published between 1994 and 2023 to understand the wider outcomes of using DEI statements as a recruitment marketing strategy. In doing so, it considers both employer and job applicant perspectives to outline goals communicated through DEI statements and environmental influences that drive the adoption of DEI communication. The paper also presents an agenda for future research highlighting critical observations and gaps that contribute to the progress of DEI discussions within recruitment marketing. Citation: Australasian Marketing Journal PubDate: 2024-05-30T05:19:13Z DOI: 10.1177/14413582241255680
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Authors:John G. Dawes Abstract: Australasian Marketing Journal, Ahead of Print. A topic of debate in business press and academic research is whether metrics such as customer likelihood to recommend predict revenue or market share growth. Empirical tests about this association show mixed results. Much of the work to date on this topic has used the Net Promoter Score (NPS), which has the shortcoming of inferring likelihood to negatively recommend from low likelihood to positively recommend. Also, most likelihood-to-recommend or NPS studies have relied on customer samples. The question of whether NPS data gained from non-customers can be used to predict firm growth has been less well-explored. While non-customers may have a lower propensity to recommend for or against a brand, the brand may have many more non-customers than current customers. Therefore, likelihood to recommend scores among non-customers could be an influence on firm growth, just as they could be among current customers. This study examines how firms’ scores on positive or negative word of mouth likelihood, from current, former and not-ever-customers, relate to future growth. The study employs likelihood to recommend and market share data over a 10-year period for brands in four industries: motor vehicles, supermarkets, airlines and QSRs (quick service restaurants/coffee chains) in the UK. Results indicate no clear association between likelihood to recommend (positive or negative) scores for firms, and their future growth or decline across the four categories. The managerial implication is that firms should be wary of predicating growth on high or improving recommendation/NPS scores. Citation: Australasian Marketing Journal PubDate: 2024-05-30T05:17:52Z DOI: 10.1177/14413582241255388
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Authors:Ying Chen, Catherine Prentice Abstract: Australasian Marketing Journal, Ahead of Print. Artificial intelligence (AI) has been widely adopted in the service sector to enhance the customer experience and gain a competitive advantage. However, there are a limited number of papers that focus on the relationship between AI and customer experience, and there is no clear framework to reveal how AI influences the customer experience. Therefore, this paper will address how AI affects the customer experience and develop a conceptual framework of AI applications in customer experience along the customer journey. A two-step research design is adopted in this paper. The first phase aims to identify a framework through an extensive systematic literature review of the relevant databases. The findings cover three main themes: AI experience, AI functions, and AI services. A research framework is created on the basis of the findings. This paper contributes to consumer behavior and services by integrating AI with customer experience and providing a comprehensive framework for guiding future research. The study also offers practical implications for practitioners to enhance customer experience. Citation: Australasian Marketing Journal PubDate: 2024-05-17T06:45:44Z DOI: 10.1177/14413582241252904
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Authors:Hyunghwa (Rick) Oh, Eugene Y. Chan Abstract: Australasian Marketing Journal, Ahead of Print. When service failure occurs, the service provide often dispenses compensation to manage customer relations. However, little research has studied who accepts larger or smaller compensation amounts. Presently, we use political ideology as a basis to segment customers. Drawing on prior work on System Justification Theory, we hypothesize that politically conservative customers accept a lower amount of compensation than liberals as conservative customers more likely believe that whatever amount the service provider offers is just and fair. Importantly, we propose that the effects are specific to economic conservatives, not social conservatives. The findings are consistent with our predictions, with (economic) conservatives’ customers’ system justification beliefs serving as a mechanism. Theoretically, our work is the first to examine who accepts different levels of compensation while also broadly suggesting that political ideology is an important customer segmentation basis in the tourism and hospitality sectors. Our work also contributes to the literature on political ideology by being one of the first to empirically tease apart the distinct effects of economic and social conservatism. Citation: Australasian Marketing Journal PubDate: 2024-05-10T06:11:07Z DOI: 10.1177/14413582241252915
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Authors:Gillian W. Oakenfull Abstract: Australasian Marketing Journal, Ahead of Print. This study explores how LGBTQ identities and expressions evolve across generations, emphasizing the impact of sociocultural dynamics. It introduces the concept of “Genderation” to capture the fluidity and plurality of LGBTQ identities among younger cohorts, challenging traditional binary frameworks. The paper delves into the complexities marketers face in authentically representing this demographic, urging for inclusive and sensitive communication strategies. It highlights the pivotal role of digital platforms in identity formation and advocates for marketing practices that recognize and celebrate the diversity within the LGBTQ community. The research calls for a broader, global understanding of these generational shifts and a deeper investigation into the intersections of gender and sexuality, offering insightful directions for future inquiry and practice. Citation: Australasian Marketing Journal PubDate: 2024-05-04T04:25:03Z DOI: 10.1177/14413582241244813
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Authors:Clifford Lewis, Michael Mehmet, Nina Reynolds Abstract: Australasian Marketing Journal, Ahead of Print. Marketing research on LGBTQ+ people has increased over the past two decades, entering mainstream marketing discourse – aligning with greater societal acceptance. This paper provides a contemporary review of marketing scholarship on LGBTQ+ communities published in Q1, and Q2 ranked Scimago marketing journals. Taking a social justice lens, this review examined whose voices were represented and how those voices were represented. The finding suggests samples studied were skewed towards heterosexual samples and those from the Global North. Where LGBTQ+ samples have been included, these were predominantly gay men. Three theoretical perspectives were adopted: attitudes and identity, meaning and interpretation and critical perspectives. In addition, the focus of the studies centred on four main themes: LGBTQ+ imagery in advertising, consumer behaviour of LGBTQ+ people, brand positioning and LGBTQ+ as a consumer market segment. Based on the findings, future scholarship should consider nuancing the multidimensional nature of the LGBTQ+ markets and investigates LGBTQ+ consumers as individuals with real and unique needs in their own rights. Citation: Australasian Marketing Journal PubDate: 2024-04-27T10:31:35Z DOI: 10.1177/14413582241244486
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Authors:David Fleischman, Rory Mulcahy, Peter English, Emma Florence, Retha de Villiers Scheepers, Malin Rönnberg Abstract: Australasian Marketing Journal, Ahead of Print. The current research explores the impact of fans’ team identification on their emotional responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations. Using the theoretical lens of Construal Level Theory (CLT), two experimental studies were conducted in Australia (n = 386) and the US (n = 402) to understand how fans’ level of team identification and the framing of communication by sporting organisations influence their emotional responses. The findings suggest that fans with low levels of team identification are more likely to feel disgust towards abstract reasoning for DEI initiatives and are more likely to abandon their support for the team. In contrast, fans with high levels of team identification were less likely to feel disgust and less likely to abandon their support for the team. These results have important implications for both theory and practice. Theoretical implications of this research suggest that CLT can provide a useful framework for understanding the emotional responses of fans towards DEI initiatives. The findings also support previous research suggesting team identification is an important predictor of fan behaviour. Practical implications of this research suggest that sports marketers and organisations should carefully consider their communication strategies when promoting DEI initiatives. Citation: Australasian Marketing Journal PubDate: 2024-04-27T10:13:45Z DOI: 10.1177/14413582241244841
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Authors:Saurabh Upadhyay, Nikhita Tuli, Harish Kumar Abstract: Australasian Marketing Journal, Ahead of Print. With increasing diversity of consumers in the marketplace, marketers have begun to embrace inclusive marketing practices. However, there is still a lack of research on the topic, making it difficult for managers to understand how to design and execute effective campaigns. This study aims to fill this gap by identifying the key factors that contribute toward an impactful inclusive marketing campaign. The study used a sequential mixed-methods approach and first conducted interviews with 29 LGBTQIA+ and non-LGBTQ consumers to gain insights into their perceptions of effective inclusive campaigns. In the study’s second phase, ten industry experts provided inputs for the Fuzzy DEMATEL method to identify critical factors for an effective campaign. The findings revealed seven essential factors: social acceptance of the community, use of community-specific symbols, authentic communication about community issues, top management’s approach, inclusive hiring practices, brand history, and legal market structure, which were then grouped into social, communication-related, brand-related, organization-specific, and other macro-level categories. The study fills an important gap in the inclusive marketing literature and can serve as a practical guide for marketers to design and implement inclusive campaigns. Citation: Australasian Marketing Journal PubDate: 2024-04-27T05:02:11Z DOI: 10.1177/14413582241247328
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Authors:Ashish Kumar, Daniel Rayne, Jari Salo, Ching Sophia Yiu Abstract: Australasian Marketing Journal, Ahead of Print. Firms regularly call on multiple social media communication tactics (e.g. influencers, user-generated content and brand messages) to interact with their customers. Drawing on both parasocial relationship and social identity theories, we investigate the relative effectiveness of brand-directed versus influencer-directed social media marketing in stimulating both customer engagement and purchase behaviour. First, we use a survey research design to collect data on customers’ intention to engage with the brand and purchase when exposed to brand-directed and influencer-directed social media marketing. Second, we collect data from a field experiment on a social media platform that captures customer engagement and brand sales at aggregate levels attributed to brand-directed and influencer-directed social media marketing. Consistently across both studies, we find that brand-directed and influencer-directed social media marketing positively impact customer engagement and customer purchase behaviour. Further evidenced across both studies, we find brand-directed social media marketing is more effective than influencer-directed social media marketing in fostering customer engagement, whereas influencer-directed social media marketing is more effective in driving customer purchases. We also find that female customers are more impacted by influencer-directed social media marketing on both dimensions than brand-directed social media marketing. The study provides a strategic direction for brands to optimally allocate their limited digital marketing budget between brand-directed and influencer-directed social media marketing based on their marketing objectives central to customer behaviour – either enhancing longer-term customer relationship building via engagement or generating shorter-term sales. Citation: Australasian Marketing Journal PubDate: 2024-04-24T03:49:29Z DOI: 10.1177/14413582241247391
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Authors:Carla Ferraro, Sean Sands, Vlad Demsar, Justin Cohen Abstract: Australasian Marketing Journal, Ahead of Print. Recent years have seen increased calls for marketers to embrace diversity and emphasise inclusivity, allowing brands to communicate with audiences more authentically. Such calls have spanned brand communications, advertising, social media and the like. Simultaneously, there has been a rise in virtual environments (i.e. virtual reality and the metaverse) and some consumers are increasingly demanding greater diversity in these virtual spaces. Despite this, little is known about how consumers perceive brands that take a diversity stand in these virtual, or artificial, environments. Do consumers perceive these brand strategies as grounded in integrity' Or do they perceive diversity representation in virtual environments as a form of exploitation' With this paper, we investigate the effect of diversity representation in virtual environments across two empirical studies. We provide evidence that while diversity representation can have positive effects in virtual environments, brand motives are an important mediator that influence consumers perceptions of diversity representation in virtual environments. Taken together, this research raises important considerations for brand managers, and the marketing discipline generally, as brands increasingly look for opportunities to engage with consumers in virtual environments. Citation: Australasian Marketing Journal PubDate: 2024-04-17T12:01:58Z DOI: 10.1177/14413582241244535
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Authors:Lu Lu, Le Nguyen Hau, Liem Viet Ngo, Gavin Northey, Trang Thi-Thuy Duong, Gary Gregory Abstract: Australasian Marketing Journal, Ahead of Print. Innovation has traditionally been studied under a goods-dominant (G-D) logic perspective, focusing on product designs and innovations in production, manufacturing, and traditional value chain functions. However, with the development of information technologies and the increasingly competitive business service environment, a services-dominant (S-D) logic has emerged, emphasizing relational interactions among network stakeholders (e.g. partners, suppliers, and customers). Using a services-dominant (S-D) logic perspective coupled with a resource-based perspective, this study examines how resources and capabilities influence innovative strategy, leading to enhanced innovative performance. Employing 200 valid survey data using questionnaires from firms located in Vietnam, this study confirms that basic operant resources and dynamic capabilities significantly affect firms’ innovation performance either directly or indirectly through a mediation effect of S-D logic orientation. Citation: Australasian Marketing Journal PubDate: 2024-04-16T07:07:54Z DOI: 10.1177/14413582241246790
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Authors:Johnpaul Smith, Ann-Marie Kennedy, Ekant Veer Abstract: Australasian Marketing Journal, Ahead of Print. Unfortunately, though we are seeing more acceptance/tolerance in society, Rainbow communities/LGBTQIA+ community continue to be marginalised and discriminated against. Many of these negative pressures and barriers create negative outcomes. Rainbow communities represent an umbrella term for sexually and gender diverse people including but not limited to transgender, non-binary, gay, lesbian and bisexual individuals. Social marketing offers a medium for pro-social change. However, interventions focused on Rainbow communities are comparatively scant, and little critiques have been put forward to ensure inclusion and facilitate appropriate representation and engagement. Therefore, the aim of this paper is to critique and evaluate existing Rainbow social marketing literature. To complete this evaluation, queering was used to highlight gaps, inaccuracies or limitations in the literature. Given reflection on the literature, three main problem areas emerged (1) a heavily skewed focus on the sexual health of gay men and MSM (men who have sex with men), (2) issues surrounding the individual(s) leading the intervention and (3) misrepresentation of identities in analysis and reporting. In identifying these issues, areas for further development, scrutiny and investigation can be revealed. Synthesising this, the other major contribution of this article is a discussion regarding vital future research that highlights areas of focus for Rainbow research and social marketing. The queering approach used supposes an emancipatory disposition and aims to highlight practical changes for that normative environment. Therefore, complementing the overarching aim, an objective and contribution of this paper are practical recommendations to ensure that social marketers appropriately support and engage Rainbow communities. Citation: Australasian Marketing Journal PubDate: 2024-04-11T04:52:40Z DOI: 10.1177/14413582241244847
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Authors:Sanghyub John Lee, Rouxelle de Villiers Abstract: Australasian Marketing Journal, Ahead of Print. The digital revolution has spurred significant growth in online reviews and user-generated content. Traditional methods used in Marketing for analysing large datasets have limitations, emphasising the need for improved analytical approaches, particularly with the advent of artificial intelligence technology. This research used a state-of-the-art transformer model to analyse extensive online book reviews to accurately identify six specific emotions in the reviews of both fiction (hedonic) and nonfiction (utilitarian) genres. This study collected 3,157,703 reviews of 15,293 books voted ‘best book of the year’ on GoodReads.com over the past decade. Our findings reveal noticeable differences in emotional intensity across genres, with nonfiction displaying a slightly higher level of joy, and fiction showing higher levels of anger, sadness and surprise. Joy emerged as the dominant emotion across genres; however, it does not necessarily have a direct impact on book ratings. This study emphasises the intricacies of reader emotions, serving as a significant case study for marketers and publishers aiming to optimise their strategies in the contemporary literary market. The study contributes to the literature on the impact of consumers’ emotional responses, how they are reflected in social review commentary for high-involvement online products, and their impact on product ratings. Citation: Australasian Marketing Journal PubDate: 2024-04-06T11:32:47Z DOI: 10.1177/14413582241244808
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Authors:Patrick van Esch, Yuanyuan (Gina) Cui, Kerstin Heilgenberg Abstract: Australasian Marketing Journal, Ahead of Print. Diversity, equity and inclusion (DEI) in marketing– defined as the composition of an organisation’s marketing reflects diverse, equitable representation of its consumer base, especially with respect to the use of inclusive, bias-free imagery, language and messaging among underrepresented, underserved and marginalised consumer segments – has led to the advancement of AI-enabled technologies to aid marketers improve the DEI of their marketing materials. To ensure DEI marketing strategies are fully considered and that the use of AI is implemented effectively, we suggest marketers to utilise our CONSIDER framework (comprehend current state, operationalise with openness, nurture dynamic relevance, set standards, involve stakeholders, diversify data, elevate literacy and regular monitoring). We then highlight the pros and cons for using AI to implement DEI into marketing materials and provide several AI-enabled metrics (accessibility, allyship, cultural sensitivity, diversity, gender parity, inclusivity intersectionality and representation) that offer a more objective and quantitative approach for marketers to assess how well they are meeting their DEI goals and identifying gaps in representation to make changes to improve the DEI of their marketing materials. Citation: Australasian Marketing Journal PubDate: 2024-04-05T03:55:04Z DOI: 10.1177/14413582241244504
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Authors:Lili Mi, Catherine Prentice, Nazim Taskin, David Pauleen Abstract: Australasian Marketing Journal, Ahead of Print. Effective decision-marking in the dynamic business environment is key to business performance. The relationship between intuition and rationality in decision-making has long been discussed in the relevant literature, albeit with discrepant views and inconsistent findings. Drawing on cognitive experiential self-theory (CEST), this paper examines an integrated model of antecedents and decision outcomes of intuition and rationality and how intuition and rationality in different scenarios interplay to influence decision outcomes. The study was undertaken in Australia and New Zealand. Both symmetrical (structural equation modeling or SEM) and asymmetrical (fuzzy-set qualitative comparative analysis or fsQCA) methods were employed to capitalize on a holistic understanding of the proposed relationships. The findings show that the fsQCA testing presents more insightful information about how different levels of factors inform intuitive and/or rational decision making and outcomes, and how it relates to SEM findings. This paper provides a novel perspective on the strategic decision-making process by integrating various decision-making situations and by deploying fuzzy or configurational and linear or symmetrical methods. The results also have implications for the relevant practitioners to consider the appropriate decision situations and their preferred decision styles to achieve optimal decision outcomes. Citation: Australasian Marketing Journal PubDate: 2024-04-03T09:00:14Z DOI: 10.1177/14413582241244811
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Authors:Claire Lambert, Melissa Fong-Emmerson, Sonja Coetzee, Steven D’Alessandro Abstract: Australasian Marketing Journal, Ahead of Print. To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering First Nations’ perspectives to promote reconciliation and better outcomes. This paper reports on a novel approach of students working directly with First Nations businesspeople to gain an applied understanding of Indigenous cultural learning. The study examines the influence of this approach on students’ learning and cultural understanding, as well as how the teaching approach and authentic assessment design within the unit improve the confidence of students to apply these learnings and engage in culturally informed practices, both presently and in their future careers. Through embracing an applied learning experience and critical self-reflexivity, students gained a greater appreciation and respect for First Nations peoples resulting in a transformational shift in their attitudes, leading to greater empowerment, respect, competence and confidence in their cultural awareness to work with First Nations. The paper fills a gap in the literature by highlighting a teaching and learning approach that engages and builds students’ Indigenous cultural competencies within the marketing discipline through a strength-based approach, thus promoting cultural sensitivity and effective communication with diverse populations. Citation: Australasian Marketing Journal PubDate: 2024-03-30T10:15:34Z DOI: 10.1177/14413582241244568
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Authors:Sreejesh S., Tathagata Ghosh Abstract: Australasian Marketing Journal, Ahead of Print. Research on gamification of advertising concerning subtle design elements of computer games and their effects on consumers’ psychological responses are limited. The present research addresses this gap by examining how consumers’ attention and memory of brands advertised in a game, popularly called in-game advertising (IGA), are positively affected by the type of the gaming platform (mobile vs. PC) and rule orientation (or game rules) in the presence of potential moderators such as interactivity with the ad and congruence between the ad and game’s goals. Two experimental studies are conducted that investigate these afore-mentioned effects. The results indicate an interaction effect such that rule enactment under high ad interactivity and high ad–game goal congruence increases attention and memory of ads in mobile-based IGAs. Further, these affects are mediated through media and ad transportation, that is, players’ immersion experience in the flow of a story while playing the game. The research advances past knowledge on advertising effectiveness in computer games by exploring a less studied area, that is, the independent and interactive effects of game design elements. It also contributes to the flow experience literature in the domain of gamification by revealing a sequential pathway involving media and ad transportation. Also, it adds novelty to the gamification literature by exploring the role of gaming platforms and their interaction with design elements. For the game developers and advertisers, the research provides strategic guidance to manipulate these elements and to choose suitable platforms for the purpose of maximizing consumers’ favorable psychological responses. Citation: Australasian Marketing Journal PubDate: 2024-03-26T12:29:28Z DOI: 10.1177/14413582241241769
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Authors:Valdimar Sigurdsson, Ramachandran Girija Vishnu Menon, Nils Magne Larsen, Asle Fagerstrøm Abstract: Australasian Marketing Journal, Ahead of Print. The current paper contributes to signalling theory by demonstrating the importance of digital quality signals in influencing consumer preferences for sales and segmentation in the context of marketing fresh fish online. We conducted a choice-based conjoint analysis with a latent class segmentation to analyse the significance of digital quality signals compared to traditional attributes online. The analysis of 1,411 global consumers revealed that product rating was among the most important factors when purchasing fresh salmon fillets online. Latent class segmentation identified four distinct segments, the largest being ‘value for money’, where product rating and pricing were most important. The other segments were ‘environmentally friendly’, prioritising procurement methods and place of origin; ‘want it now’, where delivery was the most important factor; and ‘quality conscious’, which relied on three attributes – origin, delivery, and product rating. This study enhances understanding of the impact of socially mediated stimuli. It demonstrates the ability of digital quality signals to compensate for the absence of sensory evaluation in online store environments or deficiencies in knowledge or experience. The findings will benefit the food industry and online grocery retailers in promoting healthier and more sustainable products such as fish online. Citation: Australasian Marketing Journal PubDate: 2024-03-26T12:26:28Z DOI: 10.1177/14413582241241768
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Authors:Popi Sotiriadou, Annika Linsner, Kirstin Hallmann, Brad Hill Abstract: Australasian Marketing Journal, Ahead of Print. The paper presents a novel approach to assess athlete brand identity by introducing the concept of brand congruence, which measures the alignment between an athlete’s intended brand image and consumer perceptions. This study leveraged five case studies involving elite athletes and their brands, with the participation of n = 794 consumers through an online survey. The application of Confirmatory Factor Analysis not only validated the effectiveness of the scale in evaluating athlete brand identity from the consumer perspective but also demonstrated its value in bridging the gap between athlete and consumer opinions. The measurement of athlete brand congruence serves as a crucial tool for gauging the harmony between desired and perceived brand attributes, providing valuable insights into athlete brand performance and specific areas for enhancement. This research contributes to the ongoing exploration of athlete branding and its implications for athletes, marketers, and consumers alike, adding to the broader discourse on this pertinent and relevant topic within today’s sports industry landscape. Citation: Australasian Marketing Journal PubDate: 2024-03-16T11:44:09Z DOI: 10.1177/14413582241240077
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Authors:Frances Seowon Jin, Luis Arango, Anne-Maree O’Rourke, Felix Septianto Abstract: Australasian Marketing Journal, Ahead of Print. In an era where corporate social responsibility (CSR) dominates organizational agendas, the dimension of team diversity remains largely overshadowed. Despite its transformative potential, the interplay between team diversity and consumer product acceptance has been under-represented in the literature. This study illuminates the potency of team diversity as a critical CSR dimension, revealing its impact on bolstering product acceptance. In the context of clean meat, two experimental studies demonstrate that consumers are more willing to try a product developed by a company with a more diverse team (e.g. race and gender), as such firms are likely to account for a diversity of perspectives, thus enhancing consumer trust. Additionally, perceived authenticity moderates this effect, in that consumers of more authentic brands will be more trusting, regardless of the level of team diversity. The study provides critical insights into how consumers’ perception of team diversity within the firm influences product adoption, and how both team diversity and perceived authenticity drive trustworthiness. The findings offer practical implications for marketers of clean meat and other novel products to accelerate market acceptance and consequently, address broader societal challenges, whilst emphasizing the importance of fostering diversity and promoting brand authenticity. Citation: Australasian Marketing Journal PubDate: 2024-03-16T06:29:08Z DOI: 10.1177/14413582241235414
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Authors:Sungha Jang, Ji Hye Kang, Tian Liu, Huichen Yang Abstract: Australasian Marketing Journal, Ahead of Print. We examine consumers’ evaluations of identical products at different types of retailers using Amazon’s launch of its fashion division. Drawing on product reviews of brand items carried by Amazon (the general merchandise online retailer) and Macy’s (the traditional fashion-oriented department store), we compare the topics in the reviews as important product attributes of consumer evaluations and examine the effects of these topics on ratings. We show that the product topics mentioned for identical products are generally different between Amazon and Macy’s in terms of their proportions and tone. Also, the different topics discussed at the retailers lead to different ratings, with lower evaluations for Amazon. By demonstrating the significant characteristics of the retailers, we provide managers with insights on developing and maintaining competitive advantages for the general retailer and specialty retailers. Citation: Australasian Marketing Journal PubDate: 2024-03-01T04:27:35Z DOI: 10.1177/14413582241233610
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Authors:Marnik G. Dekimpe, Dominique M. Hanssens Abstract: Australasian Marketing Journal, Ahead of Print. There is general agreement that a firm’s scarce marketing resources should be managed for the purpose of long-term profitable growth. Putting that premise into practice is difficult, as only the short-term impact of marketing actions can be readily observed. Persistence modeling has become a well-accepted tool for long-run impact detection. Its consistent use across a broad range of settings has resulted in novel empirical generalizations on the long-run effectiveness of several marketing instruments and has contributed unique insights on, among others, (i) the marketing-finance interface, (ii) the role of new media, and (iii) the mediating role of a broad set of mindset metrics. Moreover, the recent addition of a more normative focus has added considerably to the actionability of these insights. Citation: Australasian Marketing Journal PubDate: 2024-01-17T08:52:51Z DOI: 10.1177/14413582231222311
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