Similar Journals
|
Australasian Marketing Journal (AMJ)
Journal Prestige (SJR): 0.351  Citation Impact (citeScore): 1 Number of Followers: 3  Hybrid journal (It can contain Open Access articles)ISSN (Print) 1441-3582 Published by Sage Publications  [1169 journals]
|
- Transcending Boundaries for the Next New Normal
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Liem Viet Ngo
Pages: 1 - 2
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 1-2, February 2022.
Citation: Australasian Marketing Journal
PubDate: 2021-11-20T06:23:44Z
DOI: 10.1177/18393349211063722
Issue No: Vol. 30, No. 1 (2021)
-
- A Guide to the Bayesian Analysis of Consumer Behavior Experiments With
BANOVA Using Worked Examples-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Michel Wedel, Anna Kopyakova
Pages: 3 - 9
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 3-9, February 2022.
This article provides a step-by-step guide for the analysis of experiments using Bayesian methods, using the BANOVA R package. We provide two worked examples. First, we reanalyze data from research by Romano and Balliet, which examined reciprocity and conformity as alternative mechanisms for cooperation between partners. The study has a between-subjects design and Poisson dependent variable, and we use Bayesian floodlight analysis to explore the interaction between reciprocity/conformity and two continuous covariates. Second, we reanalyze data from a study by Perfecto, Donnelly, and Critcher, who investigated whether mental simulation could be the psychological mechanism that explains how people make volume judgments of three-dimensional objects. The study has a mixed between- and within-subjects design with a Normal dependent variable, and we use Bayesian simple effects to explore the interactions between mental simulation and the shape and orientation of cups. The applications demonstrate the versatility of BANOVA (Bayesian Analysis of Variance) in analyzing a wide range of experimental designs and reveal that the results of the Bayesian analyses differ to some degree from those of the original studies.
Citation: Australasian Marketing Journal
PubDate: 2021-07-31T07:04:54Z
DOI: 10.1177/18393349211034169
Issue No: Vol. 30, No. 1 (2021)
-
- The Expression of Anger Enhances Perceived Competence Following Corporate
Social Irresponsibility-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Felix Septianto
Pages: 10 - 18
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 10-18, February 2022.
Although prior research acknowledges the significant role of emotions in response to corporate social irresponsibility (CSI), such research typically examines emotions as mediators that explain how consumers respond to CSI. The present research tests a novel perspective by examining how the expression of anger (vs. sadness) in a company’s apology can influence consumer responses following CSI. Across two experimental studies in different CSI contexts, this research demonstrates that a company’s expression of anger (vs. sadness) enhances consumers’ perceived competence of the company, leading to higher purchase intentions. Furthermore, consumers’ mindset acts as a boundary condition such that the effect is attenuated among consumers with a growth (but not fixed) mindset. Thus, the findings of these studies have important theoretical and practical implications for the CSI literature.
Citation: Australasian Marketing Journal
PubDate: 2021-03-10T05:04:25Z
DOI: 10.1177/1839334921998884
Issue No: Vol. 30, No. 1 (2021)
-
- Brand Display Magnitudes and Young Children’s Brand Recognition
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Shasha Wang, Arnold Japutra
Pages: 19 - 27
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 19-27, February 2022.
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.
Citation: Australasian Marketing Journal
PubDate: 2021-03-12T11:41:42Z
DOI: 10.1177/1839334921998872
Issue No: Vol. 30, No. 1 (2021)
-
- Mixed Feelings Enhance the Effectiveness of Luxury Advertising
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Argho Bandyopadhyay, Felix Septianto, Kaushalya Nallaperuma
Pages: 28 - 34
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 28-34, February 2022.
The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.
Citation: Australasian Marketing Journal
PubDate: 2021-03-12T11:41:28Z
DOI: 10.1177/1839334921998848
Issue No: Vol. 30, No. 1 (2021)
-
- Does Customer Experience Always Benefit Company' Examining
Customers’ Epistemic Motivation and Interaction With Service Contexts-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Vu Thi Mai Chi, Widya Paramita, Tran Ha Minh Quan
Pages: 35 - 50
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 35-50, February 2022.
The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.
Citation: Australasian Marketing Journal
PubDate: 2021-03-10T05:04:09Z
DOI: 10.1177/1839334921998867
Issue No: Vol. 30, No. 1 (2021)
-
- How Does Service Climate Influence Hotel Employees’ Brand Citizenship
Behavior' A Social Exchange and Social Identity Perspective-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Hung Trong Hoang
Pages: 51 - 59
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 51-59, February 2022.
By integrating social exchange and social identity theories, this article examines the mechanism through which employee perceived service climate enhances employee brand citizenship behavior (BCB). Specifically, we propose that this relationship is mediated by perceived brand image and moderated by employees’ power distance orientation. Using data from hotel employees in Vietnam, the findings show that service climate positively affects employee BCB. Furthermore, the mediating effect of perceived brand image and the negative moderating effect of employees’ power distance orientation on the linkage between service climate and employee BCB are found to be significant. This article enriches the existing knowledge by incorporating both social exchange and social identity perspectives in explaining an underexplored linkage between service climate and employee BCB. We suggest that hotel providers should put an emphasis on fostering a supportive service climate and should take into account the role of employee’s power distance orientation in promoting employee BCB.
Citation: Australasian Marketing Journal
PubDate: 2021-03-10T05:04:36Z
DOI: 10.1177/1839334921998873
Issue No: Vol. 30, No. 1 (2021)
-
- Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM)
on Social Network Sites: Exploring Moderating Mechanisms-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Ya Zhang, Jing Zhang, Chengchen Liu
Pages: 60 - 73
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 60-73, February 2022.
Electronic word of mouth (eWOM) has received attention from marketing academic society in the last decade. Extant literature explains why consumers spread eWOM in social network sites (SNS), but the motivations of internal employees’ eWOM behavior are not extensively researched. This article aims to explore what factors motivate employees to create positive eWOM in SNS and the moderating variables in the effects of these motivations. Capturing motivations of employees’ positive eWOM behavior in SNS and moderating variables, the hypotheses were proposed by drawing on the literature of organizational citizenship behavior (OCB), internal marketing, and consumer eWOM. Responses from a sample of 301 employees were conducted through an online questionnaire survey. The result reveals three job-related motivations and two social-related motivations of employees’ positive eWOM behavior with four moderating variables influencing these relationships in different ways. This study makes theoretical contributions to eWOM literature by integrating consumers’ eWOM and employees’ OCB research, probing into this issue from the internal employees’ perspective. Besides, it provides insightful implications for marketing managers on motivating employees to create positive eWOM in SNS voluntarily.
Citation: Australasian Marketing Journal
PubDate: 2021-03-10T05:04:22Z
DOI: 10.1177/1839334921999475
Issue No: Vol. 30, No. 1 (2021)
-
- Conceptualizing Self-control on Problematic Social Media Use
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Kseniia Zahrai, Ekant Veer, Paul William Ballantine, Huibert Peter de Vries
Pages: 74 - 89
Abstract: Australasian Marketing Journal, Volume 30, Issue 1, Page 74-89, February 2022.
With increasing concerns about problematic social media use, self-control is expected to become an effective approach for excessive users to decrease possible harm for their well-being. This article explores the current literature on the conceptualization of self-control on social media. For this, 25 papers from seven academic databases were analyzed in the chronological order in a systematic literature review. The sequence of applied frameworks demonstrates a gradual switch from theories of planned behavior to theories justifying non-planned behavior and self-control failures. This finding explains the emphasis of recent studies on the impulsive behavior of excessive social media users and the application of dual-system theories. However, research design of selected articles included mainly self-report tools to investigate impulsive self-control failures which may result in contradictory findings and deficient theoretical grounding for self-control interventions. All investigated papers claim a negative impact of social media self-control failures on personal well-being.
Citation: Australasian Marketing Journal
PubDate: 2021-03-12T11:41:24Z
DOI: 10.1177/1839334921998866
Issue No: Vol. 30, No. 1 (2021)
-
- Consumers’ Responses to Corporate Normalised Misconduct During an
Industry-Wide Crisis: An Investigation in the Chinese Dairy Industry-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Shijiao (Joseph) Chen, Hongzhi Gao, Jing A. Zhang
Abstract: Australasian Marketing Journal, Ahead of Print.
Industry-wide crises are rooted in institutional problems and can cause large-scale negative consequences. This study investigates consumer responses during industry-wide crises by considering micro-level psychological aspects of institutions – the processes in which individual consumers perceive, judge and respond to the affected industry as an institutional entity. Specifically, it examines how consumers’ perceptions of the normative and regulatory environments of the affected industry influence their purchase intentions through legitimacy judgement. A consumer survey (n = 534) was conducted after an industry-wide crisis in the Chinese dairy market. The results show that a high degree of perceived normalised misconduct and insufficient governmental regulation propel consumers to form negative legitimacy judgements of institutions and decrease their purchase intentions. This study is one of the first to provide an integrative framework for understanding consumer psychological mechanisms during industry-wide crises. It contributes to integrating the perspectives of consumers’ micro-level psychological mechanisms with views from macro-institutional environments. The research provides implications for managing industry misconduct and industry-wide crises.
Citation: Australasian Marketing Journal
PubDate: 2021-12-27T10:56:40Z
DOI: 10.1177/18393349211065193
-
- Decolonising the Marketing Academy: An Indigenous Māori Perspective on
Engagement, Methodologies and Practices-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Tyron R. Love, C. Michael Hall
Abstract: Australasian Marketing Journal, Ahead of Print.
In a context where the marketing discipline and its institutions has no choice but to face up to its embeddedness in social issues it is therefore important and timely to consider how marketing in colonial states – in which indigenous lands were/are appropriated, cultures systematically discriminated against, and identities, language and generations stolen – acknowledges its past and confront its future. This essay calls for the understanding and incorporation of indigenous knowledges and worldviews. It further asks for considerations of cultural control, nonappropriation and participatory approaches in marketing. Acknowledging that a university or business school is sited on indigenous lands, or opening a meeting with greetings or formal introductions are relevant, but they become little more than indigenous tokenism unless they are part of a wider journey of change and understanding. Any incorporation of indigenous worldviews into marketing education and research must be cognisant of the potential for exploitation.
Citation: Australasian Marketing Journal
PubDate: 2021-12-03T10:58:52Z
DOI: 10.1177/18393349211062270
-
- Gender Equity in the Marketing Academy: From Performative to Institutional
Allyship-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Angela R. Dobele, Shelagh Ferguson, Anna E. Hartman, Lisa Schuster
Abstract: Australasian Marketing Journal, Ahead of Print.
The fair treatment of women in the workplace, where they experience both opportunities and constraints, has been on and off higher education agendas for decades. Yet, institutionalised gendered constraints still shape the careers of female academics, including those in the marketing academy, resulting in disrupted or obstacle-heavy career journeys and the underrepresentation of women in senior positions. Furthermore, progress towards gender equity is hampered by institutional resistance to change, favouring performative rather than genuine and transformational institutional allyship. We draw upon personal experiences, recollections and anecdotes garnered over the years – synthesised with literature – to examine systemic gendered constraints within our collective career span. We propose institutional allyship as the intentional efforts needed by the marketing academy to address systemic and structural gender inequities and achieve second-order change by integrating gender equity outcomes throughout organisational decision-making. Specifically, we suggest nominated actions within a Gender Equity and Inclusion Charter for the Australian and New Zealand Marketing Academy (ANZMAC) and its member universities as a first step.
Citation: Australasian Marketing Journal
PubDate: 2021-12-03T10:57:24Z
DOI: 10.1177/18393349211062269
-
- Marketing Education: Reflecting on Relevance
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Paul Harrigan, Rebecca Dolan, Michael S. W. Lee
Abstract: Australasian Marketing Journal, Ahead of Print.
Marketing is one of the fastest-growing employment areas within commerce. Most of the growth lies in the role of digital technologies and in promoting sustainability rather than consumerism. However, students with mostly theoretical knowledge, even if in these areas, may not necessarily satisfy this demand, nor will students armed with strategic knowledge that is not required in entry-level jobs. There is increased demand from the marketing industry for job-ready graduates with both technical and multidisciplinary soft skills. Thus, the purpose of this paper is to reflect on the relevance of marketing education in universities in Australia, New Zealand and the Asia-Pacific region. At the beginning of this new decade and following a global health pandemic that has severely impacted the university sector, the time is right for such a reflection. Specifically, we reflect on how we teach and what we teach. Under how we teach, we consider two main issues: online learning and the role of industry certifications. Under what we teach, we consider three main issues: content relevance, soft skills and industry experience. We conclude with key questions for individual educators and marketing departments, and we provide some recommendations as to how, collectively, we can deal with the question we pose.
Citation: Australasian Marketing Journal
PubDate: 2021-11-29T09:57:35Z
DOI: 10.1177/18393349211061742
-
- Moral Judgements of Junior Sports Sponsorships: An Emerging Mediator of
Sponsor Goodwill-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Lenny Vance, Maria M. Raciti, Meredith Lawley
Abstract: Australasian Marketing Journal, Ahead of Print.
The sponsorship of junior sport is a contentious issue with community concerns raised about the appropriateness of some marketing targetted at children. Parents and coaches are guardians of junior sports players and often faced with a moral dilemma. On the one hand they know sponsors, who are trying to generate goodwill through providing financial or in-kind support, are crucial to the affordability of junior sports when competition for securing sponsorships is intense. On the other hand, they hold concerns that some sponsors may exploit their access to these young, vulnerable players. Guardians are caught at a crossroads with equally undesirable alternatives—financially unviable junior sports without sponsors or junior sports with potentially exploitative sponsors. Our study fills a gap in the literature where the tensions of commercial sponsorship agendas and moral concerns in sponsorship has not been well explored with our study being the first to apply the construct of moral judgements in a sponsorship model. Mixed methodology is used to examine the role that moral judgements play in determining sponsor goodwill. A qualitative study (n = 18) informed an online survey (n = 306) of Australian junior sports guardians. Structural equation modelling revealed that guardians’ moral judgements mediated the relationships between sponsor fit, perceived sponsor altruism and the outcome variable, sponsorship goodwill. The findings of this study extend scholarly understanding of consumers’ appraisal of sponsorships and provide useful insights to guide practitioners in sponsorship decision making, particularly in contexts that stimulate community interest or concerns.
Citation: Australasian Marketing Journal
PubDate: 2021-11-22T06:49:23Z
DOI: 10.1177/18393349211061614
-
- Effects of Materialism on Brand-Related User-Generated Content and
Positive WOM on Social Media-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Han Nguyen, Brett A. S. Martin, Gayle Kerr
Abstract: Australasian Marketing Journal, Ahead of Print.
This research investigates how materialism as a personality trait can impact consumers’ intention to create brand-related user-generated content (UGC) and positive WOM on Facebook. The research involved three studies. Study 1 was an online survey investigating the association between materialism and brand-related UGC and positive WOM creation on Facebook. Study 2 tested the mediating role of the perception of brand symbolism for the effect of materialism on brand-related UGC and positive WOM creation. Study 3 was an online experiment which manipulated materialism. It demonstrated that the perception of brand symbolism mediated the effect of materialism on brand-related UGC and positive WOM creation on Facebook. These findings show how materialism influences whether consumers create content about brands to express self-identity. They also show researchers and managers how to target consumers to encourage them to create brand-related UGC and positive WOM on social media. Specifically, by emphasising materialistic cues, marketers can enhance consumers’ perception of brand symbolism which can motivate consumers to create brand-related UGC and positive WOM.
Citation: Australasian Marketing Journal
PubDate: 2021-11-18T01:09:25Z
DOI: 10.1177/18393349211054230
-
- Emotional Cues’ Effects on Grotesque Advertising
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Argho Bandyopadhyay, Felix Septianto, Kaushalya Nallaperuma, Bodo Lang
Abstract: Australasian Marketing Journal, Ahead of Print.
A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.
Citation: Australasian Marketing Journal
PubDate: 2021-10-27T05:17:42Z
DOI: 10.1177/18393349211056373
-
- Competitive Imitation Strategy for New Product-Market Success
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Sungwook Min, Namwoon Kim
Abstract: Australasian Marketing Journal, Ahead of Print.
Imitation is a viable strategic choice for potential market entrants, but not all imitations help the entrants gain competitive advantages or lead to success in the new product market. This study proposes a competitive imitation strategy for a new product market by which an imitator may achieve superior performance. This imitation strategy is framed in a sequence that links a market entrant’s purposeful imitation of its competitors to its efforts of developing differentiated products and mobilizing entry resources, which should ultimately lead to new product success. We test our conceptual framework with survey data of South Korean enterprises. The empirical results demonstrate that a mere imitation of competitors’ moves for new products doesn’t yield any abnormal returns unless the imitation is mediated by the firm’s development of differentiated new products and mobilization of existing entry resources. A summary managerial implication is that imitation can be a winning strategy when firms actively imitate during new product development and capitalize on the related advantages, for example, offer a differentiated product with the full utilization of their endowed entry resources.
Citation: Australasian Marketing Journal
PubDate: 2021-10-19T04:56:20Z
DOI: 10.1177/18393349211047929
-
- Marketing Scholarship and the Sustainable Development Goals: Thoughts on
Moving Forward-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Al Rosenbloom
Abstract: Australasian Marketing Journal, Ahead of Print.
This article is a commentary on how marketing scholarship can be more relevant as it tackles the human development challenges presented by the Sustainable Development Goals (SDGs). The commentary argues that as businesses are transforming themselves into purpose-driven organizations, marketing needs to be a part of that transformation. SDG 1 No Poverty and SDG 12 Sustainable Consumption and Production are discussed within the article. The commentary also tackles the institutional barriers that work against path-breaking SDG marketing scholarship: normative promotion and publication expectations along with the practitioner-academic research divide. Without realigning the incentives that reward original, boundary-spanning SDG marketing scholarship, the marketing discipline will be stuck in a cycle of rewarding one behavior while hoping for another.
Citation: Australasian Marketing Journal
PubDate: 2021-10-18T06:28:54Z
DOI: 10.1177/18393349211052619
-
- An Indigenous Perspective of the Australasian Marketing Academy
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Maria Raciti
Abstract: Australasian Marketing Journal, Ahead of Print.
This paper is a provocation, and its purpose is to give voice and visibility to Aboriginal and Torres Strait peoples in the Australasian marketing academy. Aboriginal and Torres Strait Islander peoples are the First Australians and, like other marginalised groups, are largely invisible in marketing’s discourse. This paper is unapologetic in its truth-telling. The marketing academy in Australia is monocultural. In pursuit of generalisability, marketing research has silenced those outside of the ‘mainstream’; relegating articles by, with and for Indigenous peoples to special section enclaves (like this) at best, but it is more likely editors direct such papers to non-mainstream outlets because they cannot find reviewers with expertise outside of the dominant culture. These practices in and of themselves speak volumes of the Northern/Western knowledge system that dominates marketing. It exemplifies epistemicide, being the non-inclusion or dismissing of Indigenous knowledges and perspectives and foregrounds the need for the decolonisation of marketing in Australia. This paper asks you, the reader, to become uncomfortable and be brutally honest, if only with yourself, as to your blind spots, assumptions, avoidance, rhetoric and essentialist understandings of Australia’s First Nation peoples that furnish your professional perspective and practice. Furthermore, this paper challenges the ANZMAC Executive Committee, Fellows and community to elevate their professional practice voluntarily and authentically with regards to Aboriginal and Torres Straits Islander peoples.
Citation: Australasian Marketing Journal
PubDate: 2021-10-05T10:37:41Z
DOI: 10.1177/18393349211048246
-
- Slogans With Negations’ Effect on Sustainable Luxury Brand
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Felix Septianto, Joya Kemper, Gavin Northey
Abstract: Australasian Marketing Journal, Ahead of Print.
The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.
Citation: Australasian Marketing Journal
PubDate: 2021-09-22T12:25:03Z
DOI: 10.1177/18393349211046633
-
- Artificial Intelligence, Marketing, and the History of Technology:
Kranzberg’s Laws as a Conceptual Lens-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Christine Pitt, Jeannette Paschen, Jan Kietzmann, Leyland F. Pitt, Erol Pala
Abstract: Australasian Marketing Journal, Ahead of Print.
Killer applications, or killer apps, are technology applications that profoundly change the way any society thinks, works, and functions. This paper explores Artificial Intelligence (AI) as a killer app, with specific application to marketing. Specifically, this paper employs the lens of technology history to explore the relationship between marketing and AI. Using Kranzberg’s six laws of technology, this paper sheds light on all manner of innovations, how technologies have shaped and impacted society, and how marketers can respond to this. This inquiry offers two main contributions: First, it suggests a number of implications for marketing practice and scholars, derived from each of Kranzberg’s laws. These suggestions are intended to guide marketing practice when implementing or using AI. In addition, this article offers a number of research directions that might be fruitful and important areas for investigation in future scholarly work regarding technology’s impact among marketing scholars.
Citation: Australasian Marketing Journal
PubDate: 2021-09-22T12:21:23Z
DOI: 10.1177/18393349211044175
-
- (Re)Gaining Our Voice: Future of Marketing in Australasia
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Jodie Conduit, Vinh Lu, Ekant Veer
Abstract: Australasian Marketing Journal, Ahead of Print.
Marketing academia in Australasia is facing unprecedented challenges to ensure the relevance and impact in modern business practices and public policy making. This crisis in identity and professional pressures suggest we must pay significant attention to nurturing the mental, emotional, and social well-being of academics; protecting those most vulnerable; and championing our cause. To be at the forefront of institutional decision-making, the academy must act decisively and proactively. In this commentary, we argue that the future shape of the academy will require collective engagement of academics within the Australasian community, driven by a shared vision with society embedded as the central tenant of universities around which research and education activities are focused. Individual alignment with this vision will be fundamental, facilitated by collaborative ways of working and shared resource investments across universities, businesses, and society. For this future vision to be realized, aligned institutional frameworks (i.e., performance metrics and measurement) need to be developed in a manner that enhances academic well-being going forward.
Citation: Australasian Marketing Journal
PubDate: 2021-08-19T06:41:35Z
DOI: 10.1177/18393349211039100
-
- Disciplined Vision Casting: A Method for Exploring Possible Futures in the
Era of the UN Sustainable Development Goals-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Edward Ramirez, Saeed Tajdini
Abstract: Australasian Marketing Journal, Ahead of Print.
This conceptual essay introduces Disciplined Vision Casting (DVC) as a new method for exploring alternative futures. Drawing on scenario planning, introspection, and creative writing, DVC casts a set of future scenarios, based on a combination of guiding uncertainties found in the literature. Marketing scholars stand to benefit from leveraging DVC as it provides them with a laboratory for exploring undiscovered contexts and circumstances that may challenge widely held beliefs. DVC allows the researcher to cross the interdisciplinary barriers to study the confluence of a variety of technological and economic forces on society. As such, this novel method of projecting into the future offers the researchers a stimulus for theory development and a low-cost and readily implementable method of foreseeing potential future events, thus assisting them as they reimagine the discipline in the era of UN Sustainable Development Goals and other global sustainability initiatives.
Citation: Australasian Marketing Journal
PubDate: 2021-08-07T05:15:34Z
DOI: 10.1177/18393349211037139
-
- Specificity of CSR Ties That (Un)Bind Brand Attachment
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Fernanda M. Romano, Alua Devine, Liudmila Tarabashkina, Geoffrey Soutar, Pascale Quester
Abstract: Australasian Marketing Journal, Ahead of Print.
Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachment. This study integrated message specificity, self-identity, and attachment theories to explain how socially responsible communication can be used to influence brand attachment. We show that CSR boosted brand attachment when messages contained specific (rather than generic) information that fostered positive brand elaborations, but eroded it when specific information was interpreted negatively. This effect was present only when socially responsible engagement was personally relevant to consumers, pointing to significant variations in message effectiveness. CSR was also more effective when firms announced socially responsible support for the first time and less effective when firms already had a CSR track record, pointing to a ceiling effect.
Citation: Australasian Marketing Journal
PubDate: 2021-08-07T05:14:14Z
DOI: 10.1177/18393349211030699
-
- The Impact of Communication Information on the Perceived Threat of
COVID-19 and Stockpiling Intention-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Marilyn Giroux, Jooyoung Park, Jae-Eun Kim, Yung Kyun Choi, Jacob C. Lee, Seongseop (Sam) Kim, Seongsoo Jang, Hector Gonzalez-Jimenez, Jungkeun Kim
Abstract: Australasian Marketing Journal, Ahead of Print.
This article investigates the role of diverse nudging communication strategies on perceived threat and stockpiling intention. Across three studies, the authors examined the various effects of “nudging” on consumer behavior. Study 1 demonstrates that a commonly used picture has a stronger impact on perceived threat than a less frequently exposed picture regardless of its accuracy. Study 2 shows that the perceived threat of COVID-19, in terms of severe health consequences, is lower when using an indirect (vs. direct) explanation of the virus, as well as when reducing the amount of information about the virus. Study 3 investigates the impact of salient negative information and childhood socioeconomic status (SES). Findings reveal that negative information about deaths associated with the virus increases the level of perceived threat and stockpiling intention, especially among people of low childhood SES.
Citation: Australasian Marketing Journal
PubDate: 2021-07-08T05:22:04Z
DOI: 10.1177/18393349211028670
-
- Integrated Health Care and Value Co-Creation: A Beneficial Fusion to
Improve Patient Outcomes and Service Efficacy-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Janet Davey, Jayne Krisjanous
Abstract: Australasian Marketing Journal, Ahead of Print.
This conceptual article integrates value co-creation concepts with dimensions of integrated care demonstrating how a marketing framework and a framework originated in health can achieve a beneficial fusion to enhance health outcomes. Using midwifery health care services as the context, we contend that integrated care models focus only on co-production overlooking the complex, value co-creation potential of value-in-use for improved health outcomes. We add four new dimensions of value-in-use: client–provider shared principles, client agency, empowerment, and relationship equality. Adopting an interdisciplinary approach, a value co-creation perspective advances our understanding of the activities and processes of integrated care at the various levels in the patient’s lifeworld beyond the patient–carer interface. We argue that adding value-in-use dimensions to health care’s integrated care model adds conceptual clarity and will improve service delivery and patient health care outcomes.
Citation: Australasian Marketing Journal
PubDate: 2021-07-07T05:36:23Z
DOI: 10.1177/18393349211030700
-
- A Negative Actor Engagement Scale for Online Knowledge-Sharing Platforms
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Loic Pengtao Li, Catherine Frethey-Bentham, Biljana Juric, Roderick J. Brodie
Abstract: Australasian Marketing Journal, Ahead of Print.
Prior research shows that negative engagement is conceptually different from positive engagement, and necessitates further understanding and measurement instruments. This study reports a series of four studies leading to conceptualization, development, and validation of a negative actor engagement scale for online knowledge-sharing platforms. An online learning service platform Piazza is chosen as the research context, where learners engage intensively in knowledge-sharing with one another as well as instructors. We conceptualize negative engagement as actors’ negative engagement dispositions (i.e., negative emotions and cognitions) during interactions on the platform. Negative engagement disposition is shown to be a second-order formative construct comprising four first-order reflective constructs—annoyance, social anxiety, failed expectations, and futility. The relationship between negative engagement disposition and its behavioral consequence of negative word-of-mouth is established. This is the first study to conceptualize and operationalize negative actor engagement.
Citation: Australasian Marketing Journal
PubDate: 2021-07-03T11:09:10Z
DOI: 10.1177/18393349211022044
-
- Elevating Food Perceptions Through Luxury Verbal Cues: An Eye-Tracking and
Electrodermal Activity Experiment-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Billy Sung, Luke Butcher, Julia Easton
Abstract: Australasian Marketing Journal, Ahead of Print.
Many brands, including food brands, draw on connotations of luxury to elevate the favorability of consumer perceptions. This is often undertaken using cues in marketing communications; however, no research has examined the psychophysiological effect of luxury cues on consumer attention. Evidently, this study is the first experiment to use eye-tracking and skin conductance analysis to investigate how luxury cues in marketing communications can influence consumer perceptions of a food product. Our findings demonstrate that the use of luxury verbal cues can significantly enhance the attention to hedonic processing and elevate food brand perceptions. Specifically, consumers pay greater attention to the imagery of marketing communications when exposed to luxury verbal cues, which, in turn, enhance arousal and positive brand evaluations. Our research provides valuable theoretical and managerial implications for food brands using communications such as content marketing and advertising to build favorable brand connotations and elevate brand positioning.
Citation: Australasian Marketing Journal
PubDate: 2021-06-30T09:11:02Z
DOI: 10.1177/18393349211028676
-
- An Identity-Based Model Explaining Online Donor Appreciation
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Kathleen Chell, Gary Mortimer, Barbara M. Masser, Rebekah Russell-Bennett
Abstract: Australasian Marketing Journal, Ahead of Print.
Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors (n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.
Citation: Australasian Marketing Journal
PubDate: 2021-06-24T05:25:50Z
DOI: 10.1177/18393349211027670
-
- Ambivalence in Volunteer Tourism: Toward Decolonization
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Veronika Kadomskaia, Jan Brace-Govan, Angela Gracia B. Cruz
Abstract: Australasian Marketing Journal, Ahead of Print.
Combining leisure, travel, and voluntary work, volunteer tourism’s popularity as an alternative travel option is undeniable. Yet postcolonial critiques plague the marketplace and those involved in these aiding efforts. In this article, which is based on consumer interviews involving a photo-elicitation component, we reveal increased presence of consumer reflexivity over neo-colonial aspects of the marketplace in comparison with the findings of past studies. However, great variability marks these consumer responses and the majority attempt to justify the potential harm of their activities abroad to cope with the ambivalence felt about such contradictory outcomes. We suggest closer attention be paid to decolonization theory as an approach to delivering these volunteering interventions in a more holistic and sensitive manner.
Citation: Australasian Marketing Journal
PubDate: 2021-06-12T09:05:47Z
DOI: 10.1177/18393349211022047
-
- Exploring Gen Y Luxury Consumers’ Webrooming Behavior: An Integrated
Approach-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Sheetal Jain, Amit Shankar
Abstract: Australasian Marketing Journal, Ahead of Print.
This study investigates Gen Y luxury consumers’ webrooming behavior. A total of 402 usable responses were collected using questionnaire surveys from the millennials in India. Confirmatory factor analysis (CFA) and PROCESS Macro were run to test the hypotheses. The findings show that the link between perceived usefulness of searching online, perceived ease of searching online, and webrooming intention is significantly mediated by attitude toward webrooming. Results also indicate that online risk perception moderates the association of attitude toward webrooming with webrooming intention. The results of this research will help luxury marketers in formulating effective channel strategies to maximize their reach via both offline and online channels. This study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers’ webrooming intention using an integrated Technology Acceptance Model (TAM)–Theory of Reasoned Action (TRA) framework.
Citation: Australasian Marketing Journal
PubDate: 2021-06-08T08:16:15Z
DOI: 10.1177/18393349211022046
-
- Ageism Kills Brands
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Zachary William Anesbury, Steven Bellman, Carl Driesener, Bill Page, Byron Sharp
Abstract: Australasian Marketing Journal, Ahead of Print.
Market share growth requires building mental and physical availability among all category buyers. However, if younger category buyers are more likely to purchase new-to-market products, then perhaps younger buyers are, relatively speaking, more important for growth. This research investigates the relationship between category buyer age, brand buyer age, and brand failure. When sub-brand buyer age is younger than category buyer age, the sub-brand is likely to be (a) new-to-market or (b) growing in market share. Older-than-category sub-brand-buyer age is likely for sub-brands that are (a) declining or (b) dead. Results from 17 years (1998–2014) of U.K. household panel data, including 5,913 sub-brands from 101 categories, show that age skews were uncommon (only 18% of sub-brands), and second, that growing, stable and declining sub-brands appealed equally to all ages. Finally, we identified that new launches and dead brands tend to skew to younger consumers, suggesting that new launches need to appeal to all ages to avoid failure.
Citation: Australasian Marketing Journal
PubDate: 2021-05-28T06:49:09Z
DOI: 10.1177/18393349211017316
-
- The Effect of Seeking Resource Diversity on Post-Alliance Innovation
Outcomes-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Richie L Liu, Sakdipon Juasrikul, Sean Yim
Abstract: Australasian Marketing Journal, Ahead of Print.
Prior research has studied the influence of R&D resource diversity, but such work only examined a single level of resource diversity. Although alliance partners engage in multiple levels of resource diversity to expand their organizational boundary, we have limited knowledge of how to utilize internal and between partners’ R&D resources. Drawing upon the perspectives of the tensions-based view and organizational boundary, we test the effects of three different levels of resource diversities, simultaneously, on post-alliance innovation outcomes. Using a dataset of 320 U.S. publicly traded firms that participated in a strategic alliance and had a patent filing between 1985 and 2010, our results reveal that internal R&D resource diversity, the R&D diversity between partners, and the similarity of industry level negatively effects innovative outcomes. However, both internal R&D resource diversity and similarity of industry level diminish the negative influence of newly acquired R&D resources from partners. We not only contribute to the existing body of work by investigating multiple levels of diversity but also provide insight to practitioners when engaging in such diversities with different levels.
Citation: Australasian Marketing Journal
PubDate: 2021-05-18T03:10:04Z
DOI: 10.1177/18393349211015335
-
- Influencer Marketing and Authenticity in Content Creation
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Sommer Kapitan, Patrick van Esch, Vrinda Soma, Jan Kietzmann
Abstract: Australasian Marketing Journal, Ahead of Print.
Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are intrinsically motivated and in creative control over their content as more believable and authentic, which significantly drives their willingness to pay for an endorsed product (Study 2b). We propose that in influencer marketing, marketing practitioners should seek to engage influencers who are authentic and retain control over their own content. Theoretical and practical implications are discussed, and recommendations for future research are presented.
Citation: Australasian Marketing Journal
PubDate: 2021-04-27T10:23:49Z
DOI: 10.1177/18393349211011171
-
- The Convergence of Sustainability and Marketing: Transforming Marketing to
Respond to a New World-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Ruth N. Bolton
Abstract: Australasian Marketing Journal, Ahead of Print.
This commentary offers reflections on how scholars can advance the marketing discipline and contribute to the achievement of the United Nations Sustainable Development Goals (SDGs). It contributes to an Australasian Marketing Journal special issue that examines the SDGs from the perspective of a for-profit organization—an important and under-researched topic. It is organized around three strategic planning questions: What is the current situation with respect to sustainability and marketing' Where is the marketing discipline going vis-à-vis the SDGs' How can it help achieve these goals' This commentary contends all work in marketing should be considered in light of the SDGs and that marketers can create high-impact research that furthers the SDGs by following the principles of Responsible Research in Business and Management (rrbm.network). It considers sustainability trends, the evolution of the marketing discipline, and the gap between SDGs and marketers’ knowledge about how to achieve them. It briefly outlines current research priorities and progress made by marketing scholars on sustainability issues. Last, it describes ways for marketing scholars to engage in responsible research—that is, research that is useful to society and is credible—thereby contributing to achieving the SDGs and improving individual, organizational, societal, and environmental well-being.
Citation: Australasian Marketing Journal
PubDate: 2021-04-08T09:54:12Z
DOI: 10.1177/18393349211005200
-
- Consumers’ Perceptions of Deal Presentations for Green Products
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Avinash Tripathi, Neeraj Pandey
Abstract: Australasian Marketing Journal, Ahead of Print.
There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifying the mediating role of the anticipated regret and conditional indirect effect of perceived expertise. The findings have significant practical implications.
Citation: Australasian Marketing Journal
PubDate: 2021-04-08T09:54:08Z
DOI: 10.1177/18393349211005201
-
- Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment
Analysis-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Nicolas Hamelin, Sameh Al-Shihabi, Sara Quach, Park Thaichon
Abstract: Australasian Marketing Journal, Ahead of Print.
This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 advertisements had been suggested to a real estate company by a creative advertisement company for a real upcoming advertising campaign in Modern Living for Males and Females. A total of 20 females and males, each of whom wanted to purchase a property, participated in this study. The real estate company was not sure which advertisement to select or which advertisement would be more effective in relation to the male and female target markets. The eye-tracking analysis provided useful information in relation to advertisement design efficiency and cue saliency, which can also affect participants’ emotional responses. DEA was employed to process attention, engagement, and joy provoked by the advertisements. The advertising materials were then benchmarked for each gender using the R studio and R Core Team and a robust DEA for the R (rDEA) package. Furthermore, we used an output-oriented model and variable returns-to-scale to identify the advertisement which maximized the positive emotional responses of each gender, revealing significant differences between males and females in relation to ad effectiveness.
Citation: Australasian Marketing Journal
PubDate: 2021-04-05T07:08:34Z
DOI: 10.1177/18393349211005061
-
- Recasting Service Quality for AI-Based Service
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Nurhafihz Noor, Sally Rao Hill, Indrit Troshani
Abstract: Australasian Marketing Journal, Ahead of Print.
Artificial intelligence service agents (AISA), such as chatbots and virtual assistants, are becoming increasingly pervasive in service. Research to date has not adequately addressed how the unique nature of AISA shape consumers’ service quality expectations. A deeper understanding of AISA service quality is important for their successful deployment in the service sector. To address this gap, we reviewed marketing and information systems literatures and conducted qualitative in-depth interviews with 37 informants, inclusive of 28 AISA users and nine AISA experts. We developed a conceptual framework for how consumers use and evaluate AISA. Twelve service quality dimensions emerged from the qualitative evidence representing AISA service quality, two of which align with AISA’s unique characteristics. The study extends the service quality theory to a new context and offers fresh insights for theory and practice. It culminates with a research agenda to advance research on AISA service quality.
Citation: Australasian Marketing Journal
PubDate: 2021-04-05T07:08:29Z
DOI: 10.1177/18393349211005056
-
- Negative Effect of Roundup Requests on Repurchase Intentions
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Saira Raza Khan, Felix Septianto, Pragea Geldoffy Putra
Abstract: Australasian Marketing Journal, Ahead of Print.
Requesting customers to “round up” the total for their purchases to the next whole dollar and donating the difference has been a recent trend among some companies. A recent study argues that a roundup donation request reduces the perceived pain of donating, thus making it more effective as compared with a flat donation request; however, the present research argues that a roundup donation request can also have potential negative returns. This article demonstrates across two experimental studies, that consumers report lower repurchase intentions when approached with a roundup (vs. flat) donation request, due to an increased anticipated negative affect associated with refusing such a request. Moreover, such effects only occur among consumers with utilitarian (but not hedonic) purchase motives. The findings of this research extend prior research in this area by highlighting the potential negative consequences of roundup donation requests.
Citation: Australasian Marketing Journal
PubDate: 2021-03-23T08:11:18Z
DOI: 10.1177/18393349211002534
-
- Advancing Food Well-Being in Poverty Through Intersectionality
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Farhan Ashik, Archana Voola, Ranjit Voola, Jamie Carlson, Jessica Wyllie
Abstract: Australasian Marketing Journal, Ahead of Print.
This article explores the importance of employing intersectionality when investigating food well-being (FWB) in poverty framework. We argue that this approach provides a more nuanced and realistic lens for both marketers and policy makers when developing FWB strategies in the context of poverty. To this end, this article focuses on the intersection of ethnicity and gender to examine food consumption practices of two groups of women living in poverty in Bangladesh. Specifically, the research design uses semi-structured interviews with 16 Santal (ethnic minority) and 14 Muslim (ethnic majority) women to explore commonalities and differences in their consumption experiences. The findings provide new insights into how marketers and policy makers can engage with diverse ethnic communities to enhance their FWB. This article contributes to the FWB literature by introducing intersectionality as a mechanism to uncover differences in advantage and disadvantage based on overlapping categories of ethnicity, gender, and class. Implications for marketers and policy makers include (a) developing food policies that pay attention and respect to cultural norms and sociohistorical experiences, (b) creating and shaping social networks, (c) investing in infrastructure and utilities that prioritize ethnic minorities, and (d) seeking out jugaad (frugal) innovations.
Citation: Australasian Marketing Journal
PubDate: 2021-03-22T09:01:56Z
DOI: 10.1177/1839334921998874
-
- Understanding the Role of Brand Salience in Brand Choice Decisions in the
Charity Sector-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu
Abstract: Australasian Marketing Journal, Ahead of Print.
Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer’s mind.
Citation: Australasian Marketing Journal
PubDate: 2021-03-19T05:32:15Z
DOI: 10.1177/1839334921999477
-
- Lay Beliefs About the World Affect Preferences for Sustainable Hotel
Offerings-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Felix Septianto, Nguyen T. Thai, Joya A. Kemper
Abstract: Australasian Marketing Journal, Ahead of Print.
Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should solely focus their marketing efforts on consumers with high levels of biospheric values. The present research reexamines such typical expectations by investigating how lay beliefs about the world elicited by advertising can encourage consumers with low levels of biospheric values to engage in sustainable behaviors. Results of two experimental studies show that, among consumers with low levels of biospheric values, those with a malleable (vs. fixed) lay belief about the world exhibit stronger preferences for sustainable hotels offerings because they are more hopeful that the sustainable efforts from the hotels can create a positive change. These findings contribute to the literature by demonstrating the role of lay beliefs on consumers’ sustainable behaviors and establishing the underlying mechanism. In addition, this research provides a novel insight about how tourism practitioners can appeal to unsustainable consumers, highlighting how the tourism industry can create positive behavior change toward consumers’ sustainable behaviors.
Citation: Australasian Marketing Journal
PubDate: 2021-03-16T12:39:21Z
DOI: 10.1177/1839334921999476
-
- Segmenting Hedonic Wine Tourists Using Push–Pull Winescape
Attributes-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Vanessa Ann Quintal, Ben Thomas, Ian Phau, Zorana Soldat
Abstract: Australasian Marketing Journal, Ahead of Print.
The present research addresses the push–pull winescape traits of the hedonic wine tourism segment and discusses their attitudinal and behavioral intentions. The self-governing pen-and-paper survey conveniently sampled 301 wine tourists in situ at the Swan Valley winery in Western Australia. Push–pull winescape qualities generated a segmentation basis for cluster analysis, which defined four divisions—Inspireds, Self-Drivens, Market-Drivens, and Inerts. Inspireds exhibited the most favorable attitude toward the winery and were the most willing to recommend the winery, whereas Inerts demonstrated the converse effect. Theoretically, the segmentation bases, building on the Push–Pull winescape properties, provide a fresh and more nuanced description of the wine tourism categories in Australia’s rising wine tourism sector. Idealistically, this new image is important in delivering marketing insights to fewer Australian wine producers whose only connection to regional retail and export markets is via direct sales at the winery gates.
Citation: Australasian Marketing Journal
PubDate: 2021-03-15T08:10:40Z
DOI: 10.1177/1839334921999478
-
- Measuring Repurchase Decisions by Accelerating Repurchase Behavior
-
Free pre-print version: Loading...Rate this result: What is this?Please help us test our new pre-print finding feature by giving the pre-print link a rating.
A 5 star rating indicates the linked pre-print has the exact same content as the published article.
Authors: Songting Dong, Ping Zhao, Deqiang Zou
Abstract: Australasian Marketing Journal, Ahead of Print.
Repurchase intention questions are routinely used in marketing research and practices to measure consumers’ repurchase decisions. They are easy to use but suffer from a few biases and weak predictive power. This article identifies three biases, namely, projection bias, lack-of-context bias, and hypothetical bias. A new method, repurchase acceleration (RA), is proposed targeting these biases. In RA, researchers buy back respondents’ currently owned products to ensure they are in the market, provide them with a representative choice set to mimic the repurchase market context, and attach real-life consequences to mimic the incentives in their real-life repurchases. An empirical study demonstrates that RA predicts significantly better than repurchase intention models and captures more than 3 times as much information as the best repurchase intention model does. We recommend that RA is used for high-value, long purchase-cycle products for a precise measure of consumers’ repurchase decisions for high-stake marketing decisions.
Citation: Australasian Marketing Journal
PubDate: 2021-03-12T11:41:31Z
DOI: 10.1177/18393349211000353
-
