Open Access. Powered by Scholars. Published by Universities.®

Business Commons

Open Access. Powered by Scholars. Published by Universities.®

Faculty of Business - Papers (Archive)

Marketing

Articles 1 - 13 of 13

Full-Text Articles in Business

Social Marketing And The Implementation Of The National Disability Insurance Scheme, Jodie Kleinschafer, Felicity Small, Mona Nikidehaghani Jan 2018

Social Marketing And The Implementation Of The National Disability Insurance Scheme, Jodie Kleinschafer, Felicity Small, Mona Nikidehaghani

Faculty of Business - Papers (Archive)

The National Disability Insurance Scheme (NDIS) is a nation-wide government policy designed to support people living with a disability (PWD) and constitutes a significant reform in the provision of disability funding in Australia. This reform is a rapidly implemented response to the poor living conditions for PWD, as identified in the Australian Productivity Commission's report in 2011. It is founded on the social aim of empowering PWD with choice and control so they can "live an ordinary life". As such the implementation of this policy could have benefited from the application of social marketing strategy from the beginning, as the …


The Impact Of Integration Quality On Customer Equity In Data Driven Omnichannel Services Marketing, Tasnim M Taufique Hossain, Shahriar Akter, Uraiporn Kattiyapornpong, Samuel Fosso Wamba Jan 2017

The Impact Of Integration Quality On Customer Equity In Data Driven Omnichannel Services Marketing, Tasnim M Taufique Hossain, Shahriar Akter, Uraiporn Kattiyapornpong, Samuel Fosso Wamba

Faculty of Business - Papers (Archive)

The plethora of digital channels has shifted multichannel services to an omnichannel environment. In the omnichannel context, the borderline of offline, online and digital channels is diminishing as consumers utilize several channels simultaneously to complete any purchases. Additionally, as more channels are introduced, the amount of customer data collected at each touch point is increasing rapidly. However, the urgent need to integrate all information with service attributes within these channels will result in increasing cost and consequently customer dissatisfaction if they are disintegrated. To address this phenomenon, this research focuses towards developing quality dimension for data driven omnichannel services marketing. …


Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee Jan 2016

Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee

Faculty of Business - Papers (Archive)

Purpose - This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach - The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 …


The Characteristics Of Potential Environmental Volunteers: Implications For Marketing Communications, Melanie J. Randle, Sara Dolnicar Jan 2015

The Characteristics Of Potential Environmental Volunteers: Implications For Marketing Communications, Melanie J. Randle, Sara Dolnicar

Faculty of Business - Papers (Archive)

Many environmental organisations rely on volunteers to provide important services that would otherwise not be provided by government. However, with the substantial growth in Australia's non-profit sector, the competition for volunteers has increased significantly. Non-profit organisations are implementing marketing strategies to convince potential volunteers that their particular cause is more worthy of an individual's valuable time than other leisure activities. Most studies of volunteers focus on individuals who are already involved; however, equally important is understanding those who have not previously volunteered but who stated their intention to do so in future. This study investigates this notion in the context …


A Qualitative Analysis Of Young Drivers' Perceptions Of Driver Distraction Social Marketing Interventions, Nathan Turnbull, Jennifer Algie Jan 2015

A Qualitative Analysis Of Young Drivers' Perceptions Of Driver Distraction Social Marketing Interventions, Nathan Turnbull, Jennifer Algie

Faculty of Business - Papers (Archive)

This study gives insight into why current driver distraction social marketing interventions are not motivating the high-risk target audience of young drivers to cease using their mobile phones when driving. Three focus groups (n=30) were conducted with drivers aged 18-25 years old to explore current attitudes and behaviours in regard to mobile phone use when driving. Additionally four emergent themes were identified from the target audience’s reactions to six social marketing interventions specifically targeting mobile phone cessation. These themes are analysed through the lens of the Extended Parallel Process Model (EPPM) comprising perceived severity, perceived susceptibility, response efficacy and self-efficacy.


Tourism Marketing Communications On A Chinese Social Media Platform, Jing Ge Jan 2014

Tourism Marketing Communications On A Chinese Social Media Platform, Jing Ge

Faculty of Business - Papers (Archive)

Social media have become important communicative platforms for tourism marketers but it is not clear if and how the communicative language of marketerto- consumer is different from consumer-to-consumer. Given the enormous growth of both tourism and social media in China, this paper focuses on patterns in language use by the Chinese tourism marketers on Weibo. Using systemic semiotic approach, it selects and investigates two corpora of communication on Weibo - tourism to consumer and consumer to consumer. This study expects to provide the firm understanding and categorize the patterns in the language used by Chinese social media marketers so that …


Bringing Marketing Into Nonprofit Organisations: A Managerial Nightmare!, Paul Chad, Elias Kyriazis, Judy M. Motion Jan 2014

Bringing Marketing Into Nonprofit Organisations: A Managerial Nightmare!, Paul Chad, Elias Kyriazis, Judy M. Motion

Faculty of Business - Papers (Archive)

Many Boards and CEOs of nonprofit organisations face a dilemma in today's increasingly competitive market, that of introducing cultural change by forcing adoption of a market orientation to improve performance. The problem lies in that employees and managers misunderstand or have serious apprehensions towards marketing. In extreme cases, employees call it "going to the darkside". Via an in-depth case study, the tension-filled process by which management introduced market orientation into a charity is examined. The benefit of the paper is that it forewarnsmanagers of what to expect regarding potential employee resistance. We identify and provide solutions for senior managers considering …


Following The Theme: Impact Of Marketing Awareness On The Consumption Of Themed Drives, Namita Roy, Ulrike Gretzel Jan 2014

Following The Theme: Impact Of Marketing Awareness On The Consumption Of Themed Drives, Namita Roy, Ulrike Gretzel

Faculty of Business - Papers (Archive)

This study highlights the changes in tourist behaviour on themed drives dependent on marketing awareness. It uses network analysis to empirically test the structural configuration of trips by visitors who are aware that they are driving on a themed route and those who are not using the Grand Pacific Drive in NSW as a case study. Results indicate the lack of a focussed itinerary and resultant complex travel patterns of unaware visitors.


Consumers As Value Creators: Exploring Value Self-Creation In Social Marketing, Angie Mccosker, Nadia Zainuddin, Wing Yin Leona Tam Jan 2014

Consumers As Value Creators: Exploring Value Self-Creation In Social Marketing, Angie Mccosker, Nadia Zainuddin, Wing Yin Leona Tam

Faculty of Business - Papers (Archive)

Value creation is an important part of social marketing, which attempts to create value for target audiences to induce behaviour change (Kotler & Lee, 2011). Social marketing is often concerned with voluntary behaviour change, and as such, requires a level of active consumer participation within the value creation process. The voluntary nature of many social marketing activities suggests that the experiential value of these behaviours is proactive. Holbrook (1994) distinguishes between passive and active value in commercial marketing, whereby passive value is experienced by consumers reactively in response to the consumption of an object or service, and active value is …


Strategic Marketing Sustainability: From A Marketing Mix To A Marketing Matrix, Alan Pomering Jan 2014

Strategic Marketing Sustainability: From A Marketing Mix To A Marketing Matrix, Alan Pomering

Faculty of Business - Papers (Archive)

This paper proposes a marketing planning framework that will assist managers to address sustainability challenges in their decision making, in line with the American Marketing Association's (AMA) revised (2007) definition of marketing, which calls for a responsibility to society at large, not just individual consumers. At present, marketing's conceptual frameworks lag behind what is a fundamental and significant shift in marketing philosophy. We propose a Sustainability Marketing Model, a simple yet systematic framework that ensures sustainability cascades through the marketing planning process. In developing this, the marketing mix is replaced with a matrix that adds four critical decision fields to …


Influence Of Pharmaceutical Marketing On Prescription Practices Of Physicians, Roshni Narendran, M Narendranathan Jan 2013

Influence Of Pharmaceutical Marketing On Prescription Practices Of Physicians, Roshni Narendran, M Narendranathan

Faculty of Business - Papers (Archive)

In India same drug molecules are sold under different brand names by different pharmaceuticals. To persuade the physicians to prescribe their brands pharmaceuticals engage in marketing techniques like giving samples, gifts, sponsoring travel etc. Many countries are striving to reduce the impact of incentives on prescription behaviour. This study explores the influence of pharmaceutical marketing on the prescription practices of doctors in India. There were 103 study subjects - 50 doctors and 53 sales personnel. Data collection was done by a self administered questionnaire. Data were collected on 36 variables which were supposed to influence prescription. The effectiveness of the …


Exploring The Role Of Marketing Strategy And New Product Development In Long-Term Success Of Market Acceptance: A Case Study Of A Local Product In Thailand, Pensri Jaroenwanit, Uraiporn Kattiyapornpong Jan 2012

Exploring The Role Of Marketing Strategy And New Product Development In Long-Term Success Of Market Acceptance: A Case Study Of A Local Product In Thailand, Pensri Jaroenwanit, Uraiporn Kattiyapornpong

Faculty of Business - Papers (Archive)

This paper aims to present the exploratory study of the role of marketing strategy and new product development in achieving long-term success of market acceptance in the context of a local product in Thailand. It is part of a large project, only qualitative study is included in this paper. The research methodology comprised documentary research, focus group discussion, and in-depth interview. Participants included local business representatives and customers who live in the regional area and have purchased and consumed the regional products in the last twelve months. The exploratory findings showed the importance of understanding the role of marketing strategy …


The C-Oar-Se Procedure For Scale Development In Marketing, John R. Rossiter Jan 2002

The C-Oar-Se Procedure For Scale Development In Marketing, John R. Rossiter

Faculty of Business - Papers (Archive)

Construct definition, Object classification, Attribute classification, Rater identification, Scale formation, and Enumeration and reporting (C-OAR-SE) is proposed as a new procedure for the development of scales to measure marketing constructs. COAR- SE is based on content validity, established by expert agreement after pre-interviews with target raters. In C-OAR-SE, constructs are defined in terms of Object, Attribute, and Rater Entity. The Object classification and Attribute classification steps in C-OAR-SE produce a framework (six types of scales) indicating when to use single-item vs. multiple-item scales and, for multiple-item scales, when to use an index of essential items rather than selecting unidimensional items …