Marketing Commons^™

Exploring Online Destination Brand Advocacy, Violetta Wilk, Saalem Sadeque, Geoffrey N. Soutar

Research outputs 2014 to 2021

This paper explores online brand advocacy (OBA) in a tourism destination context. Through a Social Influence Theory lens, it explores the ways in which residents and overseas tourists discuss Australia as a destination brand on social media. By analyzing a big dataset of social media user-generated content (UGC), this study sought to identify the key dimensions evident in positively valenced social media UGC, to see whether these dimensions varied between residents and overseas tourists, and to see whether the dimensions reflected OBA. The analyses found online destination brand advocacy (ODBA) had five dimensions: Destination Acknowledgement (hashtags), Destination Insights, Destination Positivity …

Facebook And Consumer Research: A Review, Ai-Driven Thematic Visualisation, And Research Agenda, Moulik Zaveri, Violetta Wilk

Research outputs 2022 to 2026

This paper explores the evolution of academic consumer research on Facebook by consolidating the existing body of literature. The study consists of 336 papers on the topic of Facebook and consumers, published in top journals between 2008 and 2023, sourced via Scopus. The data collection followed the PRISMA framework, and bibliometric analysis was conducted using descriptive and performance analyses with the aid of data tabulation software. Additionally, natural language processing (NLP) and thematic analysis of the data were conducted via text mining, topic modelling and data visualisation with Leximancer—an artificial intelligence (AI)-based programme. The results revealed that, over the 15-year …

Symmetrical And Asymmetrical Approaches To Brand Loyalty– The Case Of Intelligent Voice Assistants, Wei He, Catherine Prentice, Xuequn Wang

Research outputs 2022 to 2026

This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding …

Commercial Friendships In Pubs: Defining The Quality, Levels, And Process, Sake Jan Velthuis, Ondrej Mitas, Erwin Losekoot, Marcel Bastiaansen

Research outputs 2022 to 2026

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, …

A Way To Go: Diversity, Equity And Inclusion In Wa's Marketing Industry, Tess Palmyre, Rene Lemerle, Ashlee Morgan, Marie Ryan, Melissa Fong-Emmerson, Steven D'Alessandro

Research outputs 2022 to 2026

This report provides rich insight into the state of diversity and inclusion in the West Australian marketing and commercially creative industries. While most respondents say that diversity and inclusion is important and should be a business priority, the discrimination and exclusion experienced is still substantial.

There is a significant difference in views between people working in agencies compared to in-house marketing roles. More in-house marketers see their workplaces as diverse and inclusive and say team members and senior leadership value DEI, compared to those in agencies. While 82% of in-house marketers say people can succeed at their workplace irrespective of …

Multiple Mediating Effects In The Association Between Hotels’ Eco-Label Credibility And Green Wom Behavior, Saeid Nosrati, Levent Altinay, Mahlagha Darvishmotevali

Research outputs 2022 to 2026

This study investigated the effect of hotels’ eco-label credibility (HELC) on customers’ green word-of-mouth behavior through triple mediating effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention. Data were collected from 304 customers of eco-label hotels in Hong Kong. The PROCESS Macro plug-in software model (6) was employed to assess the hypotheses’ direct, indirect, and triple mediating effects. The results showed that HELC did not have a significant link to green word-of-mouth behavior. However, the triple mediation effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention between the impact of HELC and green word-of-mouth …

On The Path To Decolonizing Health Care Services: The Role Of Marketing, Reece George, Steven D'Alessandro, Mehmet I. Mehmet, Mona Nikidehaghani, Michelle M. Evans, Guarangi Laud, Deirdre Tedmanson

Research outputs 2022 to 2026

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical …

Online Brand Detraction In An Online Opinion Platform, Violetta Wilk, Claire Lambert, Stephanie Meek

Research outputs 2022 to 2026

While most studies focus on positive consumer-driven brand outcomes, this study set out to understand a negative consumer-driven brand outcome - online brand detraction (OBD). Through the lens of social exchange theory, OBD was operationalized and compared to its direct opposite manifestation - online brand advocacy (OBA). A big data, qualitative analysis, with a longitudinal approach was used to understand OBD in an online opinion platform (OOP). Four key dimensions of OBD were found: brand negativity, brand attack, negative brand knowledge and experience sharing, and virtual visual cues. These dimensions are polar opposites of OBA - a highly sought-after organic …

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi

Research outputs 2014 to 2021

Purpose This study aims to examine the three dimensions of market orientation, namely, customer orientation, competitor orientation and inter-function coordination, which influence the accountability in the financial and social performance of tourism operators in large touristic cities. Design/methodology/approach In total, 95 usable questionnaires as the required data were collected from the top managers of four- and five-star hotels in Iran. Findings Partial least squares (PLS) results confirm that customer orientation and inter-function coordination influence both the financial and social performance of the hospitality sector yet reveal that competitor orientation has no significant relationship with social performance. Research limitations/implications These findings …

Young Adults’ Preferences For Influenza Vaccination Campaign Messages: Implications For Covid-19 Vaccine Intervention Design And Development, Zhaohui Su, Dean Mcdonnell, Jun Wen, Ali Cheshmehzangi, Junaid Ahmad, Edmund Goh, Xiaoshan Li, Sabina Šegalo, Michael Mackert, Yu-Tao Xiang, Peiyu Wang

Research outputs 2014 to 2021

Background Health campaign interventions, particularly those tailored to the target audience’s needs and preferences, can cost-effectively change people’s attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults’ vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop …

Ways Of Depicting: The Presentation Of One's Self As A Brand, Lelia Green, Richard Morrison, Andrew Ewing, Cathy Henkel

Research outputs 2014 to 2021

The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential …

A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan

Theses: Doctorates and Masters

Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.

A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content …

The Consumer-Based Brand Equity Development In The Australian Luxury And Upscale Hotel Sector, Sharon Shan

ECU Posters

A main strategy for a luxury or upscale hotel to succeed in a competitive market is to develop a strong brand which is recognised, trusted and preferred by the consumers. This strength of a brand is defined as the consumer-based brand equity. There is limited research identifying factors that drive consumer-based brand equity in the specific sectors of luxury and upscale hotels. This limits managers in this sector in being able to efficiently manage their brands. Therefore, the current research investigated antecedents and measurements of consumer-based brand equity, based on the specific hotel consumers’ expectations and perceptions of a strong …

Creativity, Design And Management In Australian Fashion Enterprises, Bruno Santarelli

Theses: Doctorates and Masters

In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business.

The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm of competitive drivers at play. Technology enables instant dissemination of fashion trends …

Paramedicine And Social Work: Case Studies In Authentic Student Recruitment, Nathalie Collins, Lynelle Watts, Renee Strauss, David Hodgson

eCULTURE

Selling the course experience to future students has been corporatised across the Higher Education sector. At many universities marketing and sales specialists, such as ECU’s Student Recruitment Team, rather than academic staff, field prospective student enquiries. Representing courses authentically is crucial to matching future students with an appropriate course experience and career, as well is managing future students’ expectations. A challenge for academics is communicating the course/career experience to university sales agents (recruiters). A challenge for recruiters is conveying an authentic course experience to future students when they have not taken a course themselves. This paper selects two ECU courses, …

Customer Relationship Management (Crm) Of Hotels In The Context Of Variety-Seeking Behaviour (Vsb), Maduka Udunuwara

Theses: Doctorates and Masters

This study combined two significant areas in marketing, customer relationship management (CRM) and variety-seeking behaviour (VSB), which are paradoxical constructs due to their contradictory intentions. While organisations implement various customer relationship management practices with an intention of retaining customers and generating loyalty, a preference for variety-seeking behaviour can make customers switch. This study investigated the impact of variety-seeking behaviour on generating outcomes of customer relationship management practices in the hotel context, by focusing exclusively on leisure travellers.

Even though customer relationship management is widely adopted in the hotel domain, much of its discussions are on implementation related aspects, rather than …

The Road To Damascus Leads To One Infinite Loop: An Introspective Adventure Into Apple Computer Customer Evangelism, Nathalie S. Collins

Research outputs 2013

This paper draws on a literature review, conceptual development and an introspective narrative to explore “quintessence” and Customer Evangelism (CE). Quintessence, a mystical connection between the customer and a product, elevates a profane product experience to the sacred. This paper argues that the quintessential moment, the root of the Customer Evangelism conversion experience, awakens or redirects a propensity toward evangelistic behaviour. As the moment of conversion, quintessence is as pivotal as it is mystical. Tourism entities can attempt to nurture a seemingly religious experience, and for some entities quintessence is an unexpected by-product. An introspective narrative, through one of the …

Towards A Folk Taxonomy Of Popular New Media Marketing Terms, Nathalie S. Collins, Jamie Murphy

Research outputs 2013

Word of Mouth and Brand Community Marketing terms have emerged to describe particular people and their effectiveness in promoting messages, particularly with the emergence of social media. The development of the terms and their use are concurrent in academic literature, industry literature and popular culture. Furthermore, it is common for these terms to converge, borrowing meanings, connotations and subtexts. This paper explores five key community marketing terms−Geek, Maven, Alpha User, Evangelist and Fanboy−and develops term classifications and relationships into a folk taxonomy. Tourism and hospitality practitioners and academics can use the taxonomy for word of mouth activities and research.

The Marketing Relevance Of Australian Cosmetic Brand Ambassadors, Jessica Boswarva

Theses : Honours

Brand ambassadors are often employed to perform important marketing roles such as influencing product adoption and creating brand awareness (Livesley, 2009; O’Leary, 2010; Voight, 2007; Wragg, 2004). Brand ambassadors provide personalised customer service, including educational, experiential and relational roles and as a result propagate trust, minimize perceived risk and create familiarity and involvement (Belch & Belch, 2007; Chiou & Droge, 2006; Elliot & Percy, 2007). Whilst studies highlight benefits to businesses in general, there is limited research to the role of brand ambassadors within the Australian cosmetic industry. Cosmetic brand ambassadors are a traditional feature of the cosmetic industry and …

Exploring The Intention Of The South West Of Western Australian Residents To Purchase Solar Panels Using The Theory Of Planned Behaviour Approach, Greg Murray

Theses : Honours

Global warming is a concern for many people around the world (Lorenzoni, Pidgeon, 2006; Searle & Gow, 2010). The negative effect of climate change is increasingly apparent (Belluscio, 2010; Dunlop, 2010; Hirabayashi, Kanae, Emori, Oki & Kimoto, 2008; Oelemans, 1994). In response to growing public concern, governments are implementing legislation and carbon initiatives to decrease the impact of climate change (Crane, 2010; D’Souza, 2005). Although these government actions are important to implement environmental preservation among industries, this study focuses on the intentions of purchasing behaviour of the individual homeowner of the South West region of Western Australia. More specifically, the …

Seminal Exchanges: Exchanges That Change Our Life, Stephen Fanning

Research outputs 2011

The purpose of this paper is to revisit and advance a classic marketing concept; Copeland‟s (1923) classification of convenience, specialty and shopping exchanges. In doing so, product involvement, the three time zones of the buyer decision process and the three estimation, assessment and evaluation qualities, are also discussed. The findings are the result of a larger interpretive, qualitative study that explored a number of classic marketing concepts through the consumption experiences of a group of immigrant consumers. In this paper a new classification – seminal exchanges is proposed. Seminal exchanges have distinguishing features (1) they are high in total involvement; …

Encroaching On Freedoms? Values Related To Freedom And Readiness To Accept Social Marketing Activities In Australia And Japanese Students, Kaoru Nosaka

Theses: Doctorates and Masters

Do Australian and Japanese university students feel that social marketing is encroaching on their freedoms or empowering them? For example, how do they react to social marketing messages such as ‘Don’t Drink and Drive’ and ‘Reduce, Reuse, Recycle’? Social marketing activities include advocating for environmental change, laws, and regulations as well as making recommendations to individuals to change behaviours to promote the good of society; however, some people believe that such activities are attempts to control people, infringing upon their individual freedom. While behavioural models and theories have recognised the influence of an individual’s predisposition towards a recommended behaviour (such …

Kids, Toys And Fast Food: An Unhealthy Mix?, Claire Lambert, Richard Mizerski

Research outputs 2011

Increasingly the fast food industry is scrutinised for marketing toy premiums towards young children. Toy premiums are claimed to lure young children to consume unhealthy meal offerings, pester parents, encourage materialism and ultimately lead to a rise in childhood obesity. Numerous studies have commented on the use of toy premiums as a marketing technique, but little research has been conducted on the actual effectiveness of toy premiums targeted to children on consumer purchase behaviour at the point of purchase. This study, investigates the use of a child targeted toy premium (Snoopy) by a fast food company (McDonald’s), and its effect …

Psychological Contracts And Loyal Boosterism: Giving Dance Training Institutions A Lift Through Word Of Mouth Promotion, Alicia Stanway

Research outputs 2011

As the dance industry in Australia is well connected with industry networks, the value of word of mouth promotion and peer recommendation (operationalised as loyal boosterism) is paramount; however empirical evidence of this notion is relatively unexplored. This paper explores the relationship between relational psychological contracts, perceptions of psychological contract breach and loyal boosterism in the context of the dance training industry. The findings indicate that dancer’s who report higher relational contracts with their training organisation and experience lower levels of perceived contract breach, are more likely to engage in loyal boosterism behaviour. These findings highlight those relational contracts (containing …

Keeping It Real: Applying 360 Degrees Of Authenticity, Nathalie Collins, Lynelle Watts, Jamie Murphy

Research outputs 2011

Marketers tout authenticity as the new reality, a means by which consumers in markets of abundance determine value and, at times, prestige. Approaching consumption from a Service- Dominant perspective, where every product has a unique experiential component within which the consumer and producer co-create value, means authenticity is problematic. How can a marketer represent authentically the infinite possibilities of the experiential component of a product? This paper builds on emerging research and a qualitative example to explore the meaning and application of an authenticity framework: the 360 degree model of authenticity.

The Implementation Of Electronic Health Records: A Two Country Comparison, Helen Cripps, Craig Standing, Vesna Prijatelj

Research outputs 2011

The adoption of electronic health records has been significantly slower in Australia than many European countries. This paper compares the implementation process in Australia with Slovenia, looking at the benefits, drawbacks and success factors of ehealth implementation. The authors use case studies collected in each country to discuss issues around ehealth implementation. Though Slovenia has progressed much further down the road of ehealth the commonality of the experiences between both cases was striking.

Uncovering Hidden Meanings, Values And Insights Through Photos [Journal Article], Maria Ryan, Madeleine Ogilvie

Research outputs 2011

Photographs have been used as a means of data capture for many years. Their use in recording observable phenomenon in anthropology is well documented. They also provide a valuable tool for researchers from other disciplines. This paper explores the use of photographs in qualitative business research. It demonstrates how the use of photographs can enrich the business research process through a range of techniques such as photo-elicitation, autodriving, projective prompts and phenomenological interviews. Drawing from a selection of the researchers‟ past studies, a comparative review of the use of photographs and the benefits they bring to the data capture process …

Relationships Between Quintessence And Strong Word Of Mouth Behaviour, Nathalie Collins, Hanna Glaebe, Jamie Murphy

Research outputs 2011

Theory suggests that Quintessence (Q), an emotional/spiritual connection to a product, relates positively to Word of Mouth marketing (WOM). This paper investigates if consumers who experience Quintessence (Q+) share the same behavioural indicators as consumers who participate in strong Word of Mouth behavior (WOM+). Survey data from subscribers to an online entertainment service demonstrated that Q+ and WOM+ consumers shared similar characteristics, those who experienced Quintessence (Q+) spread significantly more WOM than those without Quintessence.

Overseas Students In Australia: An Experiential View, Maria Ryan, Madeleine Ogilvie

Research outputs pre 2011

Overseas students have access to a number of learning opportunities available by virtue of a highly competitive tertiary education market system. Despite the increasing trend for remote, online-based learning programs, many students elect to travel outside their home country to experience the cultural difference of studying abroad. The benefit is symbiotic, with crucial university funding being attracted by increased numbers of overseas students seeking an enriched studying experience. The focus of this paper is the on-campus learning experience received by expatriate students studying in Australia and Singapore. How these students adapt to the different physical, social and emotional environments is …