ORCID Profile
0000-0002-1732-8307
Current Organisation
University of South Australia
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Publisher: SAGE Publications
Date: 05-2014
DOI: 10.1016/J.AUSMJ.2013.12.014
Abstract: While word of mouth (WOM) is regarded as a key ingredient in product success, little is known about the content of WOM given. Using an online text-mining approach, we investigated the key themes within electronic WOM (eWOM) in two entertainment categories, television programs and movies. We identify seven key themes within eWOM conversations. These are (in order of prevalence): Product/ Service Characteristic (26% of comments) Personal Opinion (17%) Distribution Characteristic (15%) Categorisation Comparison (14%) Description of Purchase/ Consumption Activity (10%) Advertising/ Promotion (9%) and In-Market Performance (4%). There are differences across categories, largely explicable by differences in the purchase/consumption process of movies versus television programs. However, there are only minor differences for new versus returning products. Our findings highlight the value of advertising during the initial stages of a product's launch to enable consumers to form opinions early on. Furthermore, marketing activities should provide information about how people can purchase/consume the product/service, as such details are often sought and passed on via eWOM. Given that eWOM often entails a comparison of a given product against another, providing signals on appropriate comparative offerings may help marketers control the context for consumers’ understanding of the new product.
Publisher: Springer Science and Business Media LLC
Date: 06-2019
Publisher: Intellect
Date: 03-2015
DOI: 10.1386/DBS.1.1.57_1
Abstract: Celebrities are one of the most commonly used elements in advertising, as both design elements to signal the brand and as creative devices to attract attention and increase the consumers’ positive attitude to the advertisement. This raises two issues. The first is that despite the cost, as celebrities can be very expensive, prior literature has provided mixed results regarding celebrity contribution to effective advertising. The second is the possibility of conflicting objectives, in that a celebrity that is a powerful enough creative device to lift the cut through of the advertising may distract rather than build attention to the brand. Therefore, an advertisement gains on one dimension of advertising effectiveness but loses on another. This multi-country study examines the strengths and weaknesses of celebrities as design elements in advertising, using advertisement recall, likeability and correct branding as advertising effectiveness measures. This research shows that celebrities cannot be used as silver bullets to guarantee effective advertising. We find no support that celebrity advertisements systematically outperform non-celebrity advertisements on any of the three advertising effectiveness measures. Category-level analysis reveals that advertisements with celebrities both outperform and underperform advertisements without celebrities. Further analysis with a classification of celebrity professions shows the superiority of athlete celebrities against non-celebrity advertisements in advertisement likeability. This suggests that there are extraneous factors which impact on advertising effectiveness when celebrities are involved. Our testing of some possible extraneous factors did not reveal anything significant.
Publisher: Elsevier BV
Date: 09-2022
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.11.005
Abstract: At the end of the last century, Sharp and Wright (1999) documented the emergence of a school of marketing enquiry labelled as the Empirical Generalisationists. With this special edition on Empirically-Based Marketing Knowledge, we take the opportunity to update that original article, giving an overview on the health of the Empirical Generalisations research tradition. We put forward a call to action for more researchers to take up the challenge to develop scientific laws in marketing, and promote a culture of evidence-based theory and managerial decision making.
Publisher: SAGE Publications
Date: 11-2020
DOI: 10.1016/J.AUSMJ.2020.08.001
Abstract: Food-related cues can increase the time a person spends in the dining room. Increasing the time a person spends dining can improve their food intake. Studies on the use of music and olfactory cues have produced conflicting results. This study explores whether the portion size effect (PSE), the portion served, influences a person's consumption and can explain the inconsistent results. The study focused on testing this phenomenon with residents in an aged-care home. Malnutrition is often a problem with residents in aged-care facilities. Exposing the residents to various cues (music, olfactory and infographics) over seven weeks with different portions of food served. Results showed that the cues did not significantly impact, but PSE did, casting doubts on studies that did not control for the portion served. Discussions of the academic and managerial implications are also provided.
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.11.001
Abstract: The Negative Binomial Distribution (NBD) is a model that describes consumer purchase frequency over time. This paper tests the applicability of this model to a novel context: physical activity behaviours (using data obtained from Australia, the United States, and Singapore). The fit of the NBD to the data demonstrates that physical activity behaviour is consistent with other consumer behaviour patterns. Within a one-week period, the majority of people are either non- or light-engagers of the different intensities of leisure-time physical activity. Yet, people are not ‘active’ or ‘inactive’, rather, degree of engagement varies. Infrequency of reported levels and variety of physical activities might be due to health promotion having a strong focus on rational persuasion and less focus on mass communication that builds mental availability. Our contribution broadens the applicability of the NBD showing it can be helpful for those seeking to promote health behaviours, not just purchases.
Publisher: Informa UK Limited
Date: 31-03-2017
Publisher: Elsevier BV
Date: 07-2020
Publisher: SAGE Publications
Date: 02-2013
DOI: 10.1016/J.AUSMJ.2012.08.004
Abstract: This study builds on the research of East et al. (2008) into the relative impact of Positive and Negative Word of Mouth (PWOM, NWOM). It examines two low involvement categories with different consumer transaction patterns: TV programs and films. The results reveal that when prior viewing probabilities have equivalent room-to-change, PWOM and NWOM have the same level of impact for films, but PWOM is more influential than NWOM for TV programs. This is an important boundary condition for the work of East et al. (2008) and suggests that the value of NWOM should be discounted in TV programs, irrespective of the prior propensity to view. Consistent with East et al. (2008) , we find that PWOM is more influential on those with lower viewing probabilities. Our findings provide guidance as to which type of viewers should be targeted with WOM c aigns to have the greatest effect on audience growth.
Publisher: SAGE Publications
Date: 07-2011
DOI: 10.2501/IJMR-53-4-507-521
Abstract: This paper shows that respondents are better at predicting when they won't give a recommendation than when they will. The main reason for inaccuracy was an over-reliance on past circumstances (past receiving or giving of recommendations) in making future predictions of their own behaviour. Therefore, self-report probabilities are best used as measures of the potential or desire to give a recommendation, rather than predictions of future behaviour. The translation of this potential to behaviour will depend largely on the external environment, which is outside the respondent's control. To improve the accuracy of aggregatelevel predictions of how many people will give recommendations, we suggest reducing the number of those with a high self-reported probability to around 30% of survey estimates.
Publisher: SAGE Publications
Date: 11-2017
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: 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: Springer Science and Business Media LLC
Date: 12-2019
DOI: 10.1186/S12966-019-0847-9
Abstract: Despite the ongoing promotion of physical activity, the rates of physical inactivity remain high. Drawing on established methods of analysing consumer behaviour, this study seeks to understand how physical activity competes for finite time in a day – how Exercise and Sport compete with other everyday behaviours, and how engagement in physical activity is shared across Exercise and Sport activities. As targeted efforts are common in physical activity intervention and promotion, the existence of segmentation is also explored. Time-use recall data ( n = 2307 adults) is analysed using the Duplication of Behaviour Law, and tested against expected values, to document what proportion of the population that engage in one activity, also engage in another competing activity. Additionally, a Mean Absolute Deviation approach is used to test for segmentation. The Duplication of Behaviour Law is evident for everyday activities, and Exercise and Sport activities – all activities ‘compete’ with each other, and the prevalence of the competing activity determines the extent of competition. However, some activities compete more or less than expected, suggesting the combinations of activities that should be used or avoided in promotion efforts. Competition between everyday activities is predictable, and there are no specific activities that are sacrificed to engage in Exercise and Sport. How people share their physical activity across different Exercise and Sport activities is less predictable – Males and younger people (under 20 years) are more likely to engage in Exercise and Sport, and those who engage in Exercise and Sport are slightly more likely to Work and Study. High competition between Team Sports and Non-Team Sports suggests strong preferences for sports of different varieties. Finally, gender and age-based segmentation does not exist for Exercise and Sport relative to other everyday activities however, segmentation does exist for Team Sports, Games, Active Play and Dance. The Duplication of Behaviour Law demonstrates that population-level patterns of behaviour can yield insight into the competition between different activities, and how engagement in physical activity is shared across different Exercise and Sport activities. Such insights can be used to describe and predict physical activity behaviour and may be used to inform and evaluate promotion and intervention.
No related grants have been discovered for Cathy Nguyen.