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Authors:Folúkẹ́ Abigail Bádéjọ, Samuelson Appau, Nadia Zainuddin, Kishan Kariippanon Abstract: Australasian Marketing Journal, Ahead of Print. In response to growing calls for racial diversity and inclusion in academia, this article offers a framework for decolonisation of the Australasian Marketing Academy. The purpose of our framework is to help shape the adoption of diversity and inclusion practices in a way that promotes knowledge democracy and amplification of underrepresented voices within the Australian and New Zealand Marketing Academy. This article is thus both a reflective piece and a roadmap to guide the Academy’s journey to decolonisation and representation of its minority members. First, our article highlights experiences of marginalisation in the Australasian context, and the reported barriers to diversity and inclusion of minority voices. Next, we propose our framework which aims to collapse these barriers in favour of a more equitable, cultural, and intellectual convergence, wherein the invisibility of minority scholarship can become as visible and as legitimate as the majority. Citation: Australasian Marketing Journal PubDate: 2022-06-16T09:47:56Z DOI: 10.1177/14413582221094627
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Authors:Lauren Gurrieri, Mike Reid Abstract: Australasian Marketing Journal, Ahead of Print. In this introduction to the special section on the future of the Australasian marketing academy, we reflect on the rapidly changing academic environment and the challenges and priorities this raises for the marketing discipline. Specifically, we consider the value of marketing education and research to stakeholders, how marketing can contribute to emerging challenges across business and society, how the marketing academy can amplify marginalised voices and be more inclusive, and the health and wellbeing of marketing academics. Next, we present key findings from research we conducted to examine issues of equity, inclusion and wellbeing within the Australian and New Zealand Marketing Academy (ANZMAC) member environment. We highlight which problems persist and where change is needed to challenge exclusionary dynamics and foster a more inclusive academy. To unpack and draw further attention to these issues, we then introduce the six papers that comprise the special section. Collectively, these papers present provocations on the future of the Australasian marketing academy and invite you to consider where we should be headed and what actions must be taken. Citation: Australasian Marketing Journal PubDate: 2022-06-14T06:39:39Z DOI: 10.1177/14413582221104852
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Authors:Jamie Carlson, Tania Sourdin, Christine Armstrong, Martin Watts, Tanya Carlyle Abstract: Australasian Marketing Journal, Ahead of Print. This article presents a systematic literature review which synthesises current knowledge to advance a more sophisticated conceptual framework to measure the return on investment (ROI) in complaints management. Literature is examined from searches of ProQuest, EBSCO, Emerald Plus and Google Scholar to create a road map of extant knowledge published from 1987 to 2021 in marketing and consumer related fields. Five themes associated with ROI measurement research are identified across four time periods: Cost reduction, Organisational learning, Reputational effect, Current customer focus and Social benefits. Few studies develop a comprehensive conceptual framework for the calculation of the ROI. The current literature is then extended, with the development of a framework to assist complaint management researchers and practitioners to evaluate Customer Complaint Management practices. The framework also informs the necessary data collection. Finally, new research directions are outlined to guide scholarly enquiry. Citation: Australasian Marketing Journal PubDate: 2022-06-10T01:42:20Z DOI: 10.1177/14413582221104854
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Authors:Mai Nguyen Abstract: Australasian Marketing Journal, Ahead of Print. In an organisational crisis, employees often face role conflicts and job insecurity as well as cynicism and emotional exhaustion. This study aims to investigate the role of online knowledge sharing as an internal marketing solution that connects employees with role conflict or a sense of job insecurity to support each other to enhance job performance. Data were collected in Vietnam with 281 eligible responses from those who worked during the pandemic. The results indicated that role conflict positively influenced job insecurity, knowledge donating, and knowledge collecting. Job insecurity had a significant impact on knowledge donating and job performance. Knowledge donating and collecting significantly affected job performance and mediated the impact of role conflict and job insecurity on job performance. The competitive mediation of knowledge donating and knowledge collecting was identified. Emotional exhaustion and cynicism were found to moderate the influence of role conflict on knowledge donating and collecting in this study. Citation: Australasian Marketing Journal PubDate: 2022-05-24T10:17:35Z DOI: 10.1177/14413582221096703
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Authors:Roderick J Brodie, Geoffrey N Soutar, Janet R McColl-Kennedy Abstract: Australasian Marketing Journal, Ahead of Print. Assessing academic performance is challenging and assessing academic performance that makes a contribution to society is especially challenging. Evaluations need to take into account academic rigor and the relevance of the work. We suggest relying on whether an article is published in an elite journal does not necessarily lead to a significant scientific contribution or practical relevance. Rather, to gain insight into a scientific contribution, academic rigor and relevance judgments have to be made as to the work’s contribution to discovering and verifying knowledge in the discipline and across disciplines. While qualitative judgments can be made, indicator-driven metrics play an important role in objective assessment and several citation metrics are readily available to assist in assessments. We suggest there is a need for a portfolio of performance indicators, as there is no one best measure of success. Different indicators highlight different aspects of performance, hence the portfolio approach. We conclude by outlining eight key areas that should be considered when making academic performance assessments. Citation: Australasian Marketing Journal PubDate: 2022-04-30T04:37:31Z DOI: 10.1177/14413582221094031
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Authors:Truc Thanh Le, Widya Paramita, Quan Ha Minh Tran, Le Anh Duc Abstract: Australasian Marketing Journal, Ahead of Print. This research aims to examine whether social venture founder’s entrepreneurial passion can increase employee creativity via creative process engagement and the moderating role of employee mindfulness. A survey was conducted by asking employees of 109 social ventures in Vietnam to evaluate the founders’ entrepreneurial passion and the supervisors to evaluate employees’ creativity as well as employee creative process engagement. Drawing on the broaden-and-build theory, this study found that employee creativity increases when the employees perceive that the social venture founders have strong entrepreneurial passion as explain by higher creative process engagement. In addition, we revealed that the indirect influence of entrepreneurial passion on employee creativity remains significant regardless the employees’ mindfulness. Theoretical and practical contributions are further discussed. Citation: Australasian Marketing Journal PubDate: 2022-04-15T05:03:47Z DOI: 10.1177/14413582221090290
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Authors:Stephen David Verhoff, Eugene Y Chan Abstract: Australasian Marketing Journal, Ahead of Print. One debate about theories of disgust surround whether the emotion is elicited by adaptationist or by cultural sensitivities. We examine this question by examining the disgust that profanity elicits. This research examines two moderators that predict consumers’ acceptance of vulgar language within advertising contexts. Specifically, we focus on product type (new vs old) and consumers’ political ideology (conservative vs liberal), proposing that conservatives (vs liberals) are less accepting of new (vs existing) products advertised using vulgar language. This is potentially because, we propose and find, conservative consumers are more sensitive to the disgust emotion, and new products advertised with vulgar language elicit more disgust. We conducted three experiments to test the hypotheses. Experiment 1 finds support for our overall hypothesis while Experiments 2 and 3 find evidence for the role of disgust via both mediation and moderation techniques. Our findings suggest that the disgust emotion is driven by cultural and not purely by evolutionary sensitivities. We are also the first authors, to our knowledge, to connect the disgust literature to vulgar language. Hence, our findings offer both practical and theoretical implications regarding the use of vulgar language in marketing. Citation: Australasian Marketing Journal PubDate: 2022-04-08T10:30:41Z DOI: 10.1177/14413582221089291
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Authors:Rokhima Rostiani, Bernardinus Maria Purwanto, Felix Septianto, Tung Moi Chiew Abstract: Australasian Marketing Journal, Ahead of Print. While sustainable products are mostly promoted with intrinsic appeals (e.g., “Buy this product and do something good for the environment”), marketers can also incorporate extrinsic appeals (e.g., “Buy this product and show others how sustainable you are”), thus creating joint appeals. However, it remains unclear whether such joint appeals will be more or less effective than intrinsic appeals in driving favorable consumer evaluations of sustainable products. This research investigates the divergent effects of joint versus intrinsic appeals on consumers’ likelihood of purchasing sustainable products and tests the moderating role of pioneering status in this regard. Across two experimental studies, this research demonstrates that joint (vs. intrinsic) appeals will lead to a higher likelihood of purchasing sustainable products from a brand perceived as a pioneer, but to a lower likelihood of purchasing sustainable products from a brand perceived as a follower. Further, these positive versus negative effects of joint appeals are driven by two distinct mechanisms—emotional value and consumer skepticism, respectively. The theoretical and practical contributions of this research are discussed. Citation: Australasian Marketing Journal PubDate: 2022-04-05T11:59:12Z DOI: 10.1177/14413582221089289
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Authors:Yunen Zhang, Park Thaichon, Wei Shao Abstract: Australasian Marketing Journal, Ahead of Print. The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and applications of neuroscientific techniques are systematically summarized. Next, the authors discuss how neurophysiological methods were applied to the research on customers’ cognition, emotion, and behavioral responses to marketing stimuli, and illustrate how neuromarketing studies extend the knowledge boundary and contribute to marketing theories and practices. The limitations of current neuromarketing tools, studies, and methodology are concluded as well, and future directions are presented accordingly. This paper contributes to the literature by offering a clear research insight into the application of neurophysiological methods. By articulating principles, methods, contributions, and directions of neuromarketing, this paper may benefit the development of neuroscientific tools being a more well-established and commonly used marketing research approach and offers a guide to scholars who are dedicated to consumer neuroscience research. Citation: Australasian Marketing Journal PubDate: 2022-03-23T06:49:50Z DOI: 10.1177/14413582221085321
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Authors:Rouxelle de Villiers, Arch G. Woodside, Pornchanoke Tipgomut Abstract: Australasian Marketing Journal, Ahead of Print. This study investigates service breakdowns and describes interventions, including simulations of learner-created service interactions. Constructing and enacting these interactions help in enabling agile, effective server responses. The research investigated the effectiveness of training using live role-playing in dealing with negative turns and solving ad hoc dilemmas in real client-server encounters, thus advancing service excellence and service recovery theory and practice. Seven tertiary institutions cross five nations engaged in training students in client-service performance in simulated contexts. Findings support the positive impact of the proposed iterative competency development plan on impromptu responses, higher-order thinking and situational memory in trainees/servers. The development of Rich Service Enactment Theory (RiSET) extends three perspectives. First, most service training focuses restrictively on what-to-do, excluding necessary training on what-not-to-do. Second, practicing in stimulating contexts with peer feedback helps to prevent repeated mistakes and disastrous service failures. Third, the RiSET model provides a new framework for educators/trainers to develop models that prepare trainees for dealing with unknown, possibly high-risk encounters. The study focuses on surfacing server knowledge and implementing server training to prevent or reduce dramatic turns during client-server encounters, rather than empirically testing a well-formed theory. The study offers empirical researchers’ configurations of conditions for contextual experimentation. Citation: Australasian Marketing Journal PubDate: 2022-02-02T07:04:04Z DOI: 10.1177/18393349221075693
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Authors:Sita Mishra, Yupal Shukla, Gunjan Malhotra, Ravi Chatterjee, Jyoti Rana Abstract: Australasian Marketing Journal, Ahead of Print. With the rising challenges related to social, economic, and climatic factors, the focus toward adoption of sustainable products is rising. Increasing focus on sustainable products, has influenced the consumer shopping behavior toward greener products. The consumers’ participation showntoward sustainable products is what defines their behavior toward its purchase. Understanding of sustainable consumption in emerging markets is still unexplored which calls for further research. A structured questionnaire was used to collect data from the millennials who belong to the working population of India and have awareness regarding sustainable products and its impact on the environment. The results show that there is a direct relationship between environment self-identity (ESI) and the intention to purchase a sustainable product (PI). Psychological ownership (PO) also plays a role of a partial mediator for the relationship between SI and PI. Environment Concern (EC) and social influence (Soc) are critical factors; their relationship also matters to comprehend the results concretely Citation: Australasian Marketing Journal PubDate: 2022-02-02T07:02:04Z DOI: 10.1177/18393349221075026
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Authors:Ranjit Voola, Jamie Carlson, Fara Azmat, Liem Viet Ngo, Kylie Porter, Ashish Sinha First page: 97 Abstract: Australasian Marketing Journal, Ahead of Print. The pandemic, rising inequalities, climate change, consumer mistrust of brands, organizations and their intentions, pose important questions relating to marketing’s relevance and impact in the real world. Additionally, there are growing calls by global bodies, such as the UN, national governments, consumers, students, suppliers, and leading practitioners to re-imagine and broaden the role of business and marketing to consider benefits to stakeholders (consumers, suppliers, employees, community, as well as shareholders). In this editorial, we contend that the United Nations Sustainable Development Goals (UN SDGs) framework has the potential to address the myriad of challenges identified by marketing scholars and practitioners. With the assistance of quotes from marketing scholars, non-marketing scholars, marketing students and practitioners, we offer a rationale for a proactive and considered engagement by marketing scholarship, with the UN SDGs. We then introduce the six papers included in this special issue. We conclude by calling for further critical inquiry at the marketing-SDGs interface including; 1) Re-imagining the philosophy of marketing and marketing education; 2) Marketing capabilities and the SDGs; 3) Understanding consumer behavior, and 4) Learning across contexts. Citation: Australasian Marketing Journal PubDate: 2022-03-11T10:19:18Z DOI: 10.1177/14413582221085387
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Authors:Ranjit Voola, Chinmoy Bandyopadhyay, Fara Azmat, Subhasis Ray, Lipsa Nayak First page: 119 Abstract: Australasian Marketing Journal, Ahead of Print. Increasing environmental challenges together with irresponsible consumption and production practices call for marketing research focused on sustainability. The United Nations Sustainable Development Goals (SDGs) provide a framework for marketers to operationalize sustainability and to build awareness and shape consumers’ as well as businesses’ views about responsible consumerism and sustainability. As the SDG framework continues to influence marketing literature and practice, it is important to take stock of how consumer and marketing strategy scholars have engaged with the SDGs since their announcement in 2015. To this end, we undertake a systematic literature review of 41 papers published in premier marketing journals that explicitly engage with the SDGs. The review identifies several gaps in the marketing literature that provide a basis for identifying future research opportunities. We argue that engaging with these research opportunities provides a transformational opportunity for marketing scholars to positively impact society. Citation: Australasian Marketing Journal PubDate: 2022-02-26T06:56:42Z DOI: 10.1177/14413582221079431
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Authors:Jessica Wyllie, Jamie Carlson, Milena Heinsch, Frances Kay-Lambkin, Alicia McCoy First page: 131 Abstract: Australasian Marketing Journal, Ahead of Print. The paper’s research objective pertains to explicating the concept of value co-creation of health and social outcomes in an eHealth digital ecosystem context that is critical in addressing sustainable development goal (SDG) 3 – good health and well-being. It conceptualises a theoretical framework using the dynamics inherent to the value cocreation process involving a user of eHealth services and considers the influences of all involved actors from an activity theory and dialogic engagement perspectives. A Mental Health, Alcohol and other drug use eHealth service (eCLiPSE) assists as a case to illustrate the proposed theoretical framework where three overarching propositions are advanced to provide managerial guidance and critical research enquiry. This framework clarifies the importance of improving dialogic engagement processes during both synchronous and asynchronous interactions over time as value creation pathways. Managerially, the paper points to the importance of optimising service design processes and role readiness of actors (users and healthcare professionals) to better enable consumers to engage in effective dialogue in eHealth interactions for harnessing value co-creation. Through the introduction of this framework, eHealth services can be better delivered and scaled to increase the capacity of care and achieve health outcomes pivotal to the success of SDG3. Citation: Australasian Marketing Journal PubDate: 2022-02-08T11:52:42Z DOI: 10.1177/18393349211069114
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Authors:Weng Marc Lim First page: 142 Abstract: Australasian Marketing Journal, Ahead of Print. Although research has explored ways to encourage sustainable consumption, many problems of unsustainable consumption remain, suggesting a need to reconsider current approaches to managing sustainability issues. This paper introduces the sustainability pyramid, which suggests that the goal of sustainable consumption and production—that is, UN SDG12—can be accomplished to a larger extent when a hierarchical approach is adopted to promote sustainability. The pyramid proposes that marketing efforts should prioritize the triple bottom line in the order of economic (prosperity), social (people), and environmental (planet) sustainability. This priority is targeted at persuading desired behavioral change among mainstream consumers, who are “the elephant in the room” for sustainability and are more likely to act on considerations that resonate with them more closely rather than distantly. The pyramid contends that marketing messages that prioritize environmental and social before economic considerations are unappealing to consumers at large. Instead, most consumers, in reality, must be convinced about the economic value of consuming sustainably before they can be expected to demand more socially and environmentally benign offerings. Such demand should create economies of scale and incentivize firms to offer such products. Implications for marketing theory, practice, and public policy conclude the paper. Citation: Australasian Marketing Journal PubDate: 2022-01-27T10:15:36Z DOI: 10.1177/18393349211069152
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