ORCID Profile
0000-0002-6643-5600
Current Organisations
Ehrenberg-Bass Institute for Marketing Science
,
University of South Australia
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Publisher: SAGE Publications
Date: 10-11-2015
Abstract: This study examines in iduals’ refusal to support, or rejection, of charity brands. Drawing from an online survey of 490 Australian respondents, we find a low incidence of charity rejection. At brand level, the average rejection is 3%, with Greenpeace (19%) and World Vision (9%) showing the highest levels of rejection. The majority of respondents (71%) did not reject any of the 29 charity brands listed. The results show that for any specific charity, rejection is rare and that non-awareness levels are 14 times higher than rejection levels. This has important strategic implications for recruiting supporters, with non-awareness providing greater explanation of non-support than rejection. Charities should focus on raising knowledge and salience of the charity brand rather than trying to negate objections.
Publisher: Springer Science and Business Media LLC
Date: 06-2019
Publisher: Elsevier BV
Date: 09-2022
Publisher: Society for Learning Analytics Research
Date: 05-11-2021
Abstract: One of the major factors affecting student learning is feedback. Although the importance of feedback has been recognized in educational institutions, dramatic changes - such as bigger class sizes and a more erse student population - challenged the provision of effective feedback. In light of these changes, educators have increasingly been using new digital tools to provide student feedback, given the broader adoption and availability of these new technologies. However, despite these efforts, most educators have limited insight into the recipience of their feedback and wonder which students engage with feedback. This problem is referred to as the "feedback gap," which is the difference between the potential and actual use of feedback, preventing educators and instructional designers from understanding feedback recipience among students. In this study, a set of trackable call-to-action (CTA) links were embedded in feedback messages focused on learning processes and self-regulation of learning in one fully online marketing course and one blended bioscience course. These links helped us examine the association between feedback engagement and course success. We also conducted two focus groups with students from one of the courses to further examine student perceptions of feedback messages. Our results across both courses revealed that early engagement with feedback is positively associated with passing the course and that most students considered feedback messages helpful in their learning. Our study also found some interesting demographic differences between students regarding their engagement with the feedback messages. Such insight enables instructors to ask "why" questions, support students' learning, improve feedback processes, and narrow the gap between potential and actual use of feedback. The practical implications of our findings are further discussed.
Publisher: WARC Limited
Date: 23-03-2020
DOI: 10.2501/JAR-2020-007
Publisher: SAGE Publications
Date: 2011
Abstract: Despite its proliferation in higher learning institutions, e-learning has been criticised as being nothing more than trivial online conversations, or a mere means of delivering class materials electronically. If e-learning is to address such criticisms and become an effective pedagogical platform, educators need to identify elements critical to the success of e-learning. A well-known framework for studying e-learning as a pedagogical platform is the community of inquiry (COI) model. In this study, the authors develop a conceptual COI model to propose that while satisfactory e-learning experience stems from the interactions among three presences – social, cognitive, and teaching – the relative influences of the presences on e-learning experience are moderated by five extrinsic factors: content richness, perceived ease of use of e-learning platform, type of curriculum, teaching orientation, and participant age. They argue that this extended and more comprehensive COI framework would help educators better understand e-learning's use as an effective pedagogical platform.
Publisher: SAGE Publications
Date: 08-2016
DOI: 10.1016/J.AUSMJ.2016.04.001
Abstract: While there is no shortage of worthy recipients for prosocial behaviour, there is a constant battle to attract and keep donors. This research examines both money and blood donor behaviour for two key groups, new donors, (to grow the donor base), and frequent donors (to secure current support streams). We draw on over 1.2 million records from a U.S. health related charity for a three-year timeframe and records of all Australian blood donors (1.1 million) for a five-year timeframe. We show the law-like patterns that underpin brand growth in other markets also apply in the non-profit sector. The vast majority of new donors give just once or twice a year with few giving at higher frequency levels. The stability of donation churn across blood and money suggests a structural norm in behaviour over time rather than an outcome of marketing activity. We discuss implications for resource allocation and marketing strategies.
Publisher: Springer International Publishing
Date: 2016
Publisher: Emerald
Date: 21-08-2017
DOI: 10.1108/JPBM-06-2016-1242
Abstract: Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with s le sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece. There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share. When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness. Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability. The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.
Publisher: Elsevier BV
Date: 07-2020
Publisher: Informa UK Limited
Date: 25-05-2020
Publisher: SAGE Publications
Date: 07-2008
Publisher: Informa UK Limited
Date: 12-2013
Publisher: ACM
Date: 23-03-2020
Publisher: SAGE Publications
Date: 2016
Abstract: Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes. This paper has two aims: to determine which of four different techniques elicit(s) better results and to test if online data collection is a viable alternative to face-to-face collection. The techniques compared are: Zaltman Metaphor Elicitation Technique (ZMET), Free Elicitation (FE), Repertory Grid (RG) and Projective Elicitation (PE). These approaches are compared on the number and variety of attributes generated, as well as respondent evaluation. FE is the best-performing technique in a face-to-face context, generating the most attributes, evaluated positively by respondents and providing a typical distribution of attribute types. We also provide evidence that online is a viable data collection method for attribute elicitation studies, except ZMET due to respondent drop-out. Online we recommend a combination of FE and PE to obtain a range and variety of responses.
Publisher: SAGE Publications
Date: 02-2018
DOI: 10.1016/J.AUSMJ.2018.01.001
Abstract: Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propositions about the ability of branded Facebook pages to expand and engage users. Data captured from branded Facebook pages was supplemented with socialbaker's data. No correlation is found between the size of a brand and the number of Facebook fans, and there is no consistent relationship with user engagement and brand size. The authors discuss broadening reach, improving engagement, interaction and activity and the implications for social media strategies and make recommendations for managing Facebook presence. Paid advertising is required to increase brand reach to all potential category users.
Publisher: Emerald
Date: 11-11-2014
DOI: 10.1108/JPBM-04-2014-0557
Abstract: – The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a variety of product categories. – Multiple sets of new data are examined to extend past research in the application of the DoP law in Chinese buying behavior. This study draws on panel data and self-reported data, utilizing bootstrapping to identify partitions where excess sharing occurs. – This paper finds the DoP law holds across six categories (two personal care, two impulse categories and two durables), as well as over multiple years. Brands in China share customers with other brands in line with the market share of the competitor brand. There were few partitions where brands shared significantly more customers than expected. Partitions occur due to the same umbrella brand or ownership, and geographic location. – Areas for further research include extended replication in other categories, investigating partitions and whether a different consumer path to purchase occurs in China. – DoP can be applied across a wide range of categories in China to understand market structure. New entrants to China can use this approach to understand a category from a consumer behavior perceptive. DoP provides guidelines for marketers to identify competition and allocate resources appropriately. – This research provides a comprehensive, unparalleled examination across six very different categories of brand competition in China. This gives confidence in the robustness and generalizability of the results.
Publisher: Informa UK Limited
Date: 11-10-2023
Publisher: Informa UK Limited
Date: 05-04-2019
Publisher: Springer Science and Business Media LLC
Date: 13-11-2018
DOI: 10.1007/S11002-017-9444-3
Abstract: Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (USA, UK, and Australia). Independent s le comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad memorability and negative effect on brand memorability. Furthermore, the advertisement’s category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.
Publisher: Elsevier BV
Date: 2013
DOI: 10.2139/SSRN.2356706
Publisher: SAGE Publications
Date: 22-03-2018
Abstract: A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use. The pairing of a corporate and charity brand in advertising should create an expanded brand-user base, which should, in turn, lead to higher ad-memorability than either brand advertising alone. This study tests this hypothesis for consumer-packaged goods and charity brands in the United Kingdom and Australia. We find evidence that extends the generalization that ad-memorability is higher among brand users to charity supporters in non-profit contexts. We also find that when two brands are present, ad-memorability is highest among those who use the brand and support the partner charity. However, the uplift in ad-memorability among these dual-brand users is d ened by the lower ad-memorability experienced by those who use only one brand, due to a suspected information overload. The findings challenge accepted wisdom on the benefits of co-branded advertising and have implications for partner-selection for co-branded activities.
Publisher: Elsevier BV
Date: 09-2009
No related grants have been discovered for Margaret Faulkner.