ORCID Profile
0000-0002-5774-1390
Current Organisation
University of South Australia
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Publisher: Emerald
Date: 13-02-2017
Abstract: This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. The study’s longitudinal research design tracks in iduals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour. This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme. The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia c aigns. Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act. This is one of the rare in idual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.
Publisher: SAGE Publications
Date: 02-2016
DOI: 10.1016/J.AUSMJ.2015.12.003
Abstract: Negative information normally has more impact on attitude and cognition than positive information, but there is evidence that positive word of mouth (PWOM) usually has more effect on purchase intention than negative word of mouth (NWOM). We explain how this apparent inconsistency may come about when measures of attitude and intention are used as indicators of behavior. We argue that on/off behaviors, such as purchase, should be predicted better by a measure of intention, rather than attitude, and that consideration should be given to a measure of intention that is proportional to the maximum change that could occur as this reflects the movement toward or away from purchase. A large database is analyzed to show the differences between proportional and absolute measures. In addition, we examine the proportions of respondents reaching certainty (i.e. 0% or 100% probability of purchase) after NWOM and PWOM. Findings from these new analyses show that PWOM has more impact than NWOM on purchase intention (both proportional and absolute), but a higher proportion of respondents reach certainty after NWOM.
Publisher: SAGE Publications
Date: 12-2004
Abstract: Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. In this article we argue that this conceptualization (and associated measure) is too narrow. We show that there is value in distinguishing salience from the concepts of awareness and attitude by conceptualizing brand salience as the brand’s propensity to be noticed or come to mind in buying situations. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands. This article offers guidelines to facilitate research on the role of brand salience in brand choice and buyer behaviour that are an important progression from the evaluation (attitude) focus of contemporary marketing theory.
Publisher: Emerald
Date: 17-07-2009
DOI: 10.1108/10610420910972774
Abstract: This paper seeks to compare how brand users and non‐brand users currently position private labels and national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private labels and national brands through the outcomes. Data were collected in a telephone survey of 600 randomly recruited primary shoppers. Binary logistic regression was used to examine the informational cues consumers use to categorize private labels and national brands. The memory structures of users and non‐users of private labels were then separately modelled. Results suggest that the perceptual categorization into private label brands and national brands differs once private labels have been purchased. Users of private label brands did not see them as being any less trustworthy than national brands. However, non‐users of private labels did use trust to discriminate between the two types of brands, and tended to use negative attribute information to categorize the brands into groups. Regardless of experience, however, private labels form a subgroup in consumers' memory, with low price and low quality as the main drivers of this categorization. This paper extends past studies by measuring the perceptions of private labels as in idual brands within a market, which more closely represents actual consumer memory structures. It also uses both positive and negative product attributes, which has not featured in prior work on private labels perceptions. The findings have implications for retailers looking to launch and manage private labels and manufacturers who need to compete with them.
Publisher: SAGE Publications
Date: 04-12-2019
Abstract: Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers’ perceptual responses about non-luxury brands extend to luxury brands. Drawing on data from in iduals who qualify in the top 25% income tier in their country, in the United States ( n = 300) and China ( n = 366), across three luxury categories of Fashion, Jewelry, and Watches, we find that brand usage and attribute prototypicality patterns drive baseline response levels for brands on luxury attributes. Furthermore, a calculation from Romaniuk and Sharp is able to accurately estimate scores (±2pp) for over 90% of luxury brands of the 580 brand–luxury attribute combinations tested. The ability to benchmark scores for brands on luxury attributes will enable practitioners to separate real differences in the positioning of luxury brands from those that simply reflect the current size of the brand’s customer base, and over time more effectively detect the effect of luxury brand marketing activities on consumers.
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: SAGE Publications
Date: 2009
Publisher: Elsevier BV
Date: 2013
Publisher: WARC Limited
Date: 06-2013
Publisher: Springer Science and Business Media LLC
Date: 02-07-2015
Publisher: Elsevier BV
Date: 03-2009
Publisher: Emerald
Date: 2005
DOI: 10.1108/10610420510583752
Abstract: Investigates the purchasing of brands across different price tiers. The purpose was to determine if buying across price tiers followed the same pattern widely found in brand purchasing, known as the Duplication of Purchase Law. Uses a consumer survey methodology, using bottled wine as an ex le category. It provides evidence that while buyers exhibit repeat‐purchase loyalty to price tiers, they also buy from a repertoire of different price tiers. Finds that sharing of purchases with other price tiers does approximate the Duplication of Purchase Law. That is, a price tier shares customers with other price tiers approximately in line with the overall popularity of those other price tiers. This suggests that competition between price tiers is largely predictable, and based on the prevalence of purchases at each tier. However, there is also consistent “partitioning” where adjacent price tiers share customers to a greater extent than would be expected under the Duplication of Purchase Law. This research is valuable to both marketers and researchers, as it provides a quantifiable context and structure to those examining competition from a pricing perspective. It provides insights into where new brands should be launched and potential cannibalization effects. Finally, the presence of a price repertoire suggests that researchers should be wary of categorizing buyers to specific segments based on single answers to questions about “last” or “typical” price paid for purchases. Several fruitful areas for further research also emerge from this study, in particular the examination of what price levels or tiers actually constitute break‐points in markets, whereby brands residing in one tier are recognized as markedly different to those in other tiers.
Publisher: WARC Limited
Date: 03-2012
Publisher: Emerald
Date: 27-03-2009
DOI: 10.1108/17506180910940333
Abstract: The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other. The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study examines the cross‐purchasing of travel destinations. It applies an established empirical generalization, the duplication of purchase law (DPL) to frame hypotheses and contextualize results. The overall results are consistent with the DPL. Destination brands share tourists with other destinations generally in‐line with the popularity of the competing destination. However, there are very noticeable market partitions, most of which take two forms: destinations that are either geographically close to each other, or close to the point of origin. Destination brands in these partitions share travelers far more than they would be expected to, given their respective size. Tourism marketers need to appreciate the broad nature of competition. A specific destination brand competes with many other travel destinations, sharing customers more with other broadly popular destinations and less with less popular destinations. The analytical approach presented in this study provides a straightforward benchmark for assessing the expected level of competition between particular tourist destinations, given their respective overall popularity.
Publisher: Wiley
Date: 12-09-2014
DOI: 10.1002/CB.1490
Publisher: SAGE Publications
Date: 11-2014
DOI: 10.1016/J.AUSMJ.2014.10.001
Abstract: Three surveys, each covering two categories, were used to investigate the decay in WOM output after product experience. The categories were restaurants, fashion stores, hotels, holiday destinations, mobile phones and films. Data were gathered in the UK and Thailand, resulting in a total of 548 usable responses. Word-of-mouth (WOM) output decays rapidly after product experience and then flattens. There is substantial variation by category. The decay rates of positive and negative word of mouth (PWOM, NWOM) are much the same, indicating that ratio measures of the volumes of PWOM to NWOM will be largely independent of the interval over which they are measured. This evidence on WOM decay is useful to those estimating the financial return from new customers and indicates that incentivised referral should be concentrated in the short interval after product experience if it is to draw advantage from the high rate of WOM found at this time. More generally, it is argued that decay in the output of WOM must be studied by consumer researchers if the effect of WOM is to be properly measured and modelled.
Publisher: Informa UK Limited
Date: 11-2011
Publisher: SAGE Publications
Date: 03-2013
Publisher: Emerald
Date: 11-07-2016
Abstract: This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant of television programme audience size. The study models a series of factors linked to lead-in audience retention, such as rating of the second programme, genre match and competitor options. The hypothesised relationships are tested across over 1,000 pairs of programmes aired in the UK and Australia, using multivariate linear regression models. The study finds the factors consistently related to significantly higher lead-in audience retention are the rating of the second programme in the pair and news genre match in programming. Factors consistently linked to lower audience retention include the rating of the initial programme and the number of competitor options starting at the same time as the second programme. The findings help television networks understand drivers of lead-in audience retention. Knowledge that can be used to inform the design of tailored marketing plans for programmes based on schedule, timing and adjacent programming. Further, the findings help advertisers and media buyers with scheduling television advertising to achieve reach or frequency objectives. No previous studies have comprehensively combined all four factors driving lead-in audience retention into a single model. The testing across multiple markets adds to the robustness of the findings. In particular, the discoveries about the impact of competitor network activities and genre build considerably on past research.
Publisher: SAGE Publications
Date: 07-2013
Abstract: When respondents are asked to report on past behaviour, their responses may be affected by an unknown level of measurement error. This casts doubt on the findings from retrospective surveys. There is evidence that measurement error is a function of the interval between an experience and the time when the experience is reported. In this study, the volume of word of mouth (WOM) is measured as a function of this interval. Both positive and negative WOM (PWOM, NWOM) show little change with interval, which indicates that recall measures of the volume of WOM are quite reliable and may be used with confidence. Possible distorting influences on retrospective measures are discussed.
Publisher: Emerald
Date: 30-07-2018
Abstract: The purpose of this paper is to examine what happens to key brand performance metrics as brands change in market share, in the context of packaged goods. The metrics are: penetration—the number of buyers a brand has and loyalty—measured as purchase frequency (PF) and share of category requirements (SCR). The study utilizes 24 data sets in 17 packaged goods categories in three emerging markets: China, Malaysia and Indonesia. The authors examine changes in penetration, loyalty and SCR in the context of volume and value market share change. In addition, the authors examine whether initial price point and price movements influence the results. The primary finding is that market share change is accompanied by a greater change in penetration than in any other metric. This finding is very consistent across categories and countries. The relative importance of the two loyalty metrics varies by country. SCR was a stronger factor in Indonesia, while PF was stronger in Malaysia. Analysis indicated that pricing strategy (initial price and promotional depth) did not alter the main pattern of results, suggesting the results hold for brands with different price levels and tactics. Irrespective of circumstance, to grow in value or volume market share, brands should aim to grow in penetration, while the importance of changes in specific loyalty measures depends on market conditions. This research extends past research on brand growth to the very different economic, geographic and cultural conditions of three crucially important emerging markets. Its main value lies in recommendations on how much to invest in building the size of the customer base vs consumer retention.
Publisher: Springer International Publishing
Date: 2015
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: 02-03-2020
Publisher: Elsevier BV
Date: 11-2010
Publisher: Elsevier BV
Date: 02-2012
Publisher: Elsevier BV
Date: 09-2016
Publisher: Elsevier BV
Date: 02-2013
Publisher: SAGE Publications
Date: 05-2011
DOI: 10.1016/J.AUSMJ.2011.02.001
Abstract: This paper examines the incidence of consumers’ rejection of private labels (PLs) of different price-quality tiers and the underlying reasons for this rejection. The rejection of PLs is compared to the rejection of national brands (NBs) in five food product categories across the UK and Australia. The findings indicate that only 8% of PL non-users in the UK market, and 20% in the Australian market, actively reject PLs. This rejection incidence is higher for PLs than for NBs in three of the five categories. The reasons for brand rejection differ between PLs and NBs. PLs are rejected due to a perception of low quality inferred from extrinsic product cues. In contrast, NBs are rejected primarily because of a negative past experience with a brand. The findings highlight the importance of extrinsic cues for PLs to minimise the incidence of consumer rejection. The generally low rejection of PLs implies that PLs are a real threat to NBs. This paper extends the rejection literature to PLs and quantifies the rejection levels and reasons.
Publisher: WARC Limited
Date: 12-2012
Publisher: WARC Limited
Date: 2016
DOI: 10.2501/JAR-2016-037
Publisher: SAGE Publications
Date: 09-2012
Abstract: This commentary is written in response to the paper ‘Brand Relationship and Personality Theory: Metaphor or Consumer Perceptual Reality?’ This paper raises two issues regarding brand personality: Do consumers see brands as having human traits, as per the ‘brand as human’ idea? Is there a consistent consumer vision of brands that provides a distinct ‘personality’ which distinguishes it from other brands, as per the idea of brand personality as a metaphor? Based on our own empirical evidence, we would answer ‘no’ to both of these questions. Despite the popularity of the personality concept, respondents rarely attribute personality-based traits to a brand (e.g. Charming or Helpful). Further there is little evidence of distinct brand personalities for competing brands. This leads us to question the value of brand personality to consumers when choosing brands, and therefore to marketers when designing brand strategy.
Publisher: Emerald
Date: 12-2022
Abstract: Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness and service brand retrieval play before customer experiences and relationships can be established. The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key “battlegrounds” in the prepurchase stage of the customer journey: entry into the Awareness Set, Consideration Set and Repertoire Set. The empirical work draws on data from both services and goods markets from two UK-based consumer surveys (N = 771 and N = 270, respectively). The findings indicate that, prepurchase, service brands compete most intensively to establish and reinforce a broad array of memory associations, rather than a specific corporate or brand image. To improve the generalizability of the conclusions drawn, the findings of this study should be replicated in additional service categories and consumer s les. The findings translate into novel, long-term strategies for the management of service brands at the prepurchase stage of the customer journey, especially opportunities for effective and creative marketing communications. This study contributes to marketing research and practice by introducing the notion of service brand retrieval and highlighting its role, together with service brand awareness and prepurchase.
Publisher: Elsevier BV
Date: 09-2014
Publisher: Elsevier BV
Date: 11-2010
Publisher: SAGE Publications
Date: 05-2017
Abstract: This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver's intention to purchase brands, using shift in the intention to purchase as the measure of impact. It distinguishes between currently used and other brands, and finds that PWOM has more impact, and NWOM less, when these forms of advice are on the current brand. The PWOM effect persists among those who are disinclined to rebuy their current brand, so it is not based on preference. Similarly, the NWOM effect is not enhanced when respondents are disinclined to repurchase their current brand. To explain this phenomenon, we suggest that the current brand is better understood, making it easier for customers to accept PWOM and reject NWOM on it, irrespective of preference. This work, by showing that the response to WOM is relatively independent of preference, also indicates that bias based on preference may be a limited hazard in survey responses about WOM. When account is taken of the relative frequency of WOM on current and other brands, PWOM has twice as much effect on customer acquisition as customer retention, while NWOM has more than four times as much effect in deterring the acquisition of new buyers as it has on deterring customer retention. This evidence contributes to our understanding of how WOM acts to both retain and acquire customers.
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: WARC Limited
Date: 12-2011
Publisher: SAGE Publications
Date: 12-2007
DOI: 10.1016/S1441-3582(07)70042-3
Abstract: The credibility and vibrancy of any discipline depends on a willingness to question even the most strongly held beliefs. Our research challenges the central importance of differentiation to brand strategy. We provide an empirically grounded theoretical argument that differentiation plays a more limited role in brand competition than the orthodox literature assumes. We then present empirical data, spanning many categories and two countries, showing that there is a low level of perceived differentiation across competing brands. However, despite this lack of perceived differentiation, customers are still buying these brands. This leads us to question the importance of perceived and valued differentiation and to instead place distinctiveness at the centre of brand strategy - where a brand builds unique associations that simply make it more easily identifiable. We discuss the very positive implications for marketing management and call for research on being distinctive and getting noticed.
Publisher: Informa UK Limited
Date: 04-2008
Publisher: SAGE Publications
Date: 14-09-2023
Publisher: SAGE Publications
Date: 02-2017
DOI: 10.1016/J.AUSMJ.2016.12.002
Abstract: This paper is concerned with the way in which positive word of mouth (PWOM) about brands spreads their usage. We find that brand users, who have heard positive comments on their brand, offer nearly twice as much PWOM as users who have not heard such comments. We identify a transmission mechanism that underpins the production of PWOM specifically, that social lification underlies this effect. While brands are at the core of our investigation, background theory comes from the literature on diffusion and the adoption of new products. We explain the social basis of new product adoption and argue that social lification works alongside the classic infectious disease model of diffusion and results in further adoptions when the extra WOM reaches non-users. We support this account with evidence using data from studies on branded mobile phones, movies, vacation destinations, hotels, restaurants and fashion stores. It is proposed that recommendation received from others stimulates more PWOM because it provides a script which the receiver of the recommendation can use in subsequent conversations, and we offer empirical support for this proposal.
Publisher: SAGE Publications
Date: 05-2015
Abstract: Factors that occur before word-of-mouth (WOM) production are examined, using an influential typology established by Mangold et al. (1999). We conduct two surveys, each covering four service categories, and measure the factors associated with both positive and negative word of mouth. We ask respondents to report on both giving and receiving word of mouth. This approach allows us to address three frequency-related concerns about WOM. The first concern is to supply an accurate survey-based count of word-of-mouth antecedents, which will assist those making marketing decisions and formulating advertising strategies. The second use of our results is to build knowledge about WOM factors in a way that assists understanding of the nature of word of mouth. We find limited variation in the frequency of WOM factors by service category. Satisfaction and dissatisfaction have equal frequency in the production of WOM about services and, more generally, the frequencies of the antecedents of positive and negative WOM on services are similar. There is also little difference between the frequencies measured for factors associated with giving WOM and those related to receiving WOM. A third concern has been the practice of deriving frequencies from qualitative reports, as was done by Mangold et al. (1999). Comparing their results with our own, we find substantial differences, which have implications for market research practice. One explanation for these differences is that retrieval bias operates more strongly in qualitative work than in surveys.
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: SAGE Publications
Date: 09-2004
DOI: 10.1016/S1441-3582(04)70107-X
Abstract: From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.'s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand's overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores.
Publisher: SAGE Publications
Date: 13-12-2022
DOI: 10.1177/14707853221145851
Abstract: Department stores invest in loyalty strategies that largely focus on retaining current high value customers in response to increasing competition in retail shopping. In this study, we examine the contribution of the top 20% customers for transaction frequency and value (“heavy buyers”) to the total sales, and the consistency of this contribution across departments within a store. We also investigate the heavy buyer stability over time across 3 years, from over 550 million transactions from a department store chain in East Asia. The results show that the Pareto ratio of the top 20% spenders account for 71% of revenue (and 52% of the total transactions), and the top 20% transactors represent 58% of revenue (and 62% of total transactions), which may signal the role of such heavy buyers to overall stores sales. At each department level, the heavy buyers (by value) contribute from 65% to 86% of the department revenue. Despite this, the stability of the top 20% segment over time varies greatly by department from 11% to 74%. Finally, whether high value customers in one department store also translate across departments, depends mainly on the department size in terms of its shopper penetration. The research furthers our knowledge on Pareto Law, with important implications for customer retention strategies and loyalty programs especially for retailers.
Publisher: Informa UK Limited
Date: 31-03-2017
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: SAGE Publications
Date: 2009
Publisher: SAGE Publications
Date: 2009
DOI: 10.1177/147078530905100213
Abstract: While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select. We examine how using the brand influences consumer responses to three measures commonly used in advertising tracking instruments. We find that for both top-of-mind and total unprompted advertising awareness measures, brand users are about 2.5 times more likely to recall advertising exposure than non-users however, this ratio was lower for brand-prompted advertising awareness, with brand users only about 1.7 times more likely than non-users. This, we find, is because non-users respond more to brand-prompted advertising awareness measures. This result influences the scores for small brands, which get 80% of their responses from non-users only when they are prompted with the brand name. Our conclusion is therefore that scores from different advertising awareness measures are not directly comparable, unless split into separate brand user/non-user groups. Further, practitioners interested in the results for small-share or new brands should use brand-prompted measures, otherwise they risk underestimating the advertising reach and effectiveness of these brands.
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: Elsevier BV
Date: 2019
DOI: 10.2139/SSRN.3498097
Publisher: Emerald
Date: 07-01-2019
Abstract: Retailers are increasingly adding banks, gas stations, mobile services and even real estate agencies to their portfolio and branding these new ventures with the retailer name, such as Tesco Bank or Asda Money. The purpose of this paper is to test the ability of a retailer brand to stretch from traditional packaged goods categories to very different categories such as banking. Using data from an online survey collected from 953 UK grocery buyers, this paper examines consumers’ behaviour towards UK retailer brands across four categories: soft drinks, chocolate, fuel and banking. The results show that cross-category retailer brand purchasing is stronger between categories with similar buying behaviour (e.g. soft drinks and chocolate) than in categories with very different buying behaviour (e.g. soft drinks and banking). The behavioural spill over effects are stronger for retailer brands from the same chain and persist even for unrelated categories. However, apart from fuel, the strongest cross-purchasing occurs across competing retailer-branded offers within the same category. The main implication of this study is that behavioural spill overs for retailer brands are possible even between unrelated categories. The finding about the effects being strongest within a given chain implies that umbrella branded strategy is a key to take advantage of the effects. These findings extend past literature about the cross-category buying of umbrella branded store brands to very different categories. This paper highlights the challenges retailers face regarding their ability to extend the retailer brand across categories. The findings also provide insights for cross-selling retailer brands in unrelated categories to current store brand buyers. This is the first study to examine the use of retailer brands across a wide spectrum of categories from Soft Drinks to Fuel.
Publisher: Informa UK Limited
Date: 05-04-2019
Publisher: Informa UK Limited
Date: 06-2003
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: Emerald
Date: 30-05-2008
DOI: 10.1108/03090560810862507
Abstract: The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Two longitudinal studies in banking and insurance were used. These included repeat interviews with the same consumers. Brand buying behaviour and positive and negative brand beliefs were measured and then compared across those who defected from a brand and those who took up a new brand. Prior to defection, differences in both positive and negative perceptions were apparent in those who subsequently defected. There was also evidence of a readjustment after defection to match the new user status. There was evidence that this readjustment did not just occur in the behaviour change period, but continued to occur afterwards, with differences over time much greater for the longer time frame interview than evident for the shorter time frame. Negative beliefs were more discriminating when the defection was customer‐initiated rather than during a renewal process. New brand users displayed a higher propensity to give positive beliefs prior to taking up the brand compared to non‐users who did not take up the brand. These changes further continued post‐switching as new users adjusted to their new status. This research contributes to the understanding of the brand belief‐behaviour relationship using two very different longitudinal studies. It also investigates negative brand beliefs, which are rarely researched, and compares the effects of negative beliefs with that of positive beliefs.
Publisher: Informa UK Limited
Date: 14-06-2017
Publisher: Wiley
Date: 04-04-2014
DOI: 10.1002/CB.1464
Publisher: Emerald
Date: 11-07-2017
Abstract: Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors in retrospective reports of category buying. Self-reported purchase frequency data were validated using British household panel records and the negative binomial distribution (NBD) in six packaged goods categories. The log likelihood theory and the fit of the NBD model were used to test an approach to adjusting the errors post-data collection. The authors found variations in systematic response errors according to buyer type. Specifically, lighter buyers tend to forward telescope their buying episodes. Heavier buyers tend either to over-use a rate-based estimation of once-a-month buying and over-report purchases at multiples of six or to use round numbers. These errors lead to overestimates of penetration and average purchase frequency. Adjusting the aggregate data for the NBD, however, improves the accuracy of these metrics. In light of the importance of purchase data for decision making, the authors describe the inaccuracy problem in frequency reports and offer practical suggestions regarding the correction of survey data. Two novel contributions are offered here: an investigation of errors in different buyer groups and use of the NBD in survey accuracy research.
Publisher: Elsevier BV
Date: 07-2020
Publisher: WARC Limited
Date: 2015
DOI: 10.2501/JAR-2015-014
Publisher: WARC Limited
Date: 09-2014
Publisher: WARC Limited
Date: 03-2013
Publisher: Informa UK Limited
Date: 11-10-2023
Publisher: Elsevier BV
Date: 03-2016
Publisher: SAGE Publications
Date: 02-2016
DOI: 10.1016/J.AUSMJ.2015.12.002
Abstract: Advertising research has largely neglected to evaluate the relative effectiveness of the different forms of branding devices available to advertisers. Branding can be direct, through explicit use of brand names, or indirect, through use of (non-brand name) brand elements, such as logos, spokes-characters and slogans that are connected to the brand in consumers’ memory. Advertisers often downplay brand names in favour of brand elements because the latter are seen as less intrusive and more creative. This experiment in three categories demonstrates that direct branding often produces higher brand recall than indirect branding without compromising advertising likeability. There is, however, a clear picture-superiority effect, whereby picture elements (logos, spokes-characters) consistently elicit higher brand recall than text elements (slogans). The findings highlight that advertisers need not be reluctant to call out the brand name for fear of losing attention due to an unappealing ad, because consumers do not appear to penalise advertising with direct branding, nor do they reward advertising with subtler indirect branding.
Publisher: SAGE Publications
Date: 05-2012
DOI: 10.1016/J.AUSMJ.2011.12.002
Abstract: Private labels are becoming more sophisticated, spanning many price-quality tiers and categories. As such, private label branding is evolving and retailers have to pay greater attention to factors that affect private label perceptions. One of such factors is the value-for-money perception of the supermarket, which is important both in terms of its competitiveness and the private labels it carries. The aim of this paper is to examine the relationship between value-for-money perceptions of a supermarket and perceptions that the private labels it offers are also value-for-money. We find a positive relationship between value-for-money perceptions of a supermarket and value-for-money perceptions of its private labels, which is stronger for private label non-users. Given that most private labels are not advertised, knowing that non-users of private labels form associations based on the store image is important for private label managers who want to grow the customer base of their private labels. For premium private labels we find that if a premium private label is the only private label in a category, it is perceived just like the traditional private label, suggesting a benefit in offering at least two tiers of private labels. Our findings provide implications for retailers in regards to their private label branding strategies.
No related grants have been discovered for Jenni Romaniuk.