The boomerang effect of rumour denials: An attributional analysis. Rumours can have many harmful consequences. They may lead to damaged reputations, reduced morale, panic, stress and loss of interpersonal trust. Furthermore, they are very hard to manage. A simple denial of a rumour can often result in increased belief in the rumour. This boomerang effect makes it very difficult to combat harmful rumours. The proposed research applies causal attribution theory to explain the causes behind the boo ....The boomerang effect of rumour denials: An attributional analysis. Rumours can have many harmful consequences. They may lead to damaged reputations, reduced morale, panic, stress and loss of interpersonal trust. Furthermore, they are very hard to manage. A simple denial of a rumour can often result in increased belief in the rumour. This boomerang effect makes it very difficult to combat harmful rumours. The proposed research applies causal attribution theory to explain the causes behind the boomerang effect. It uses a combination of laboratory and field experiments and aims to develop and test strategies to overcome this effect.Read moreRead less
Examining the impact of marketing communications on brand image, brand equity and behaviour outcomes. The results would help charities in brand building activities through improved marketing communications. For example, the Australian Red Cross Blood Service (ARCBS) can understand how to improve their brand equity (e.g. improving loyalty, enhancing brand awareness levels, achieving higher perception of quality as well as enhancing brand image) in their donor markets. Increased commitment from th ....Examining the impact of marketing communications on brand image, brand equity and behaviour outcomes. The results would help charities in brand building activities through improved marketing communications. For example, the Australian Red Cross Blood Service (ARCBS) can understand how to improve their brand equity (e.g. improving loyalty, enhancing brand awareness levels, achieving higher perception of quality as well as enhancing brand image) in their donor markets. Increased commitment from the donors is likely to result in benefits such as more blood donations for this charity organisation. This would mean better services provided by ARCBS which would mean promoting and maintaining good health among the Australian public.Read moreRead less
Internet Companies and Consumer Behaviour: A Study of Consumer-Company Identification and Word of Mouth Communication. The emergence of Internet based companies has significantly changed consumer marketplaces within Australia. Companies using Internet related technologies are offering consumers new and better marketplace choices and, in turn, generating new revenue streams. This project seeks to understand the growth of such companies, to investigate the process of Internet related word of mo ....Internet Companies and Consumer Behaviour: A Study of Consumer-Company Identification and Word of Mouth Communication. The emergence of Internet based companies has significantly changed consumer marketplaces within Australia. Companies using Internet related technologies are offering consumers new and better marketplace choices and, in turn, generating new revenue streams. This project seeks to understand the growth of such companies, to investigate the process of Internet related word of mouth communication -- a process on which much of the success of these new companies rests -- and to build decision making tools for companies -- helping them to create, implement and modify strategies that are appropriate for this dynamic environment.Read moreRead less