Can Sponsorship deliver Corporate Social Responsibility (CSR)? Examining internal and external perceptions of sponsors' CSR. This study examines whether and how sponsorship can be effective when supporting community-based activities. As the cost of large scale events continues to escalate, defining a value proposition to appeal to local sponsors may help smaller clubs and non-profit organisations to survive or even thrive. For small and medium size businesses, leveraging the sponsoring of commun ....Can Sponsorship deliver Corporate Social Responsibility (CSR)? Examining internal and external perceptions of sponsors' CSR. This study examines whether and how sponsorship can be effective when supporting community-based activities. As the cost of large scale events continues to escalate, defining a value proposition to appeal to local sponsors may help smaller clubs and non-profit organisations to survive or even thrive. For small and medium size businesses, leveraging the sponsoring of community-based organisations via Corporate Social Responsibility (CSR) may be effective in gaining a competitive advantage against larger competitors. This study can assist in the quantification of such CSR sponsorship benefits, in times of increased social and economic accountability and uncertain economic growth.Read moreRead less
Is brand image instability a measurement artifact? If brand images are indeed unstable, then not only are private companies wasting their money on image campaigns but also government organisations are wasting public money on brand image campaigns such as the many conducted by the Australian Tourism Commission overseas, and by local governments, such as "Wollongong - city of innovation." Wouldn't you like to know whether your money is being well spent? A reasonably definitive assessment of the wo ....Is brand image instability a measurement artifact? If brand images are indeed unstable, then not only are private companies wasting their money on image campaigns but also government organisations are wasting public money on brand image campaigns such as the many conducted by the Australian Tourism Commission overseas, and by local governments, such as "Wollongong - city of innovation." Wouldn't you like to know whether your money is being well spent? A reasonably definitive assessment of the worthwhileness of public-funded brand image campaigns will be the main national and community benefit of this research. Read moreRead less
A model of fan involvement, participation and loyalty: a mixed method study on fan behaviour and management in Basketball. This study will build a model of sport fan loyalty in the context of the National Basketball League using ethnographic and survey methods. This will develop a more complete understanding of motives and drivers of fan involvement, participation and loyalty. We will use this to examine the impact of marketing activity on fan loyalty, and to generate recommendations for sports ....A model of fan involvement, participation and loyalty: a mixed method study on fan behaviour and management in Basketball. This study will build a model of sport fan loyalty in the context of the National Basketball League using ethnographic and survey methods. This will develop a more complete understanding of motives and drivers of fan involvement, participation and loyalty. We will use this to examine the impact of marketing activity on fan loyalty, and to generate recommendations for sports organisations and government agencies seeking to engender greater interest and interaction in sport, particularly amongst young Australians. A further aim is to develop a more comprehensive understanding of consumer loyalty than the limited view that presently exists in the marketing literature. The study will be carried out via two APAI under the supervision of the CIs.Read moreRead less
Effects of Experiential Retail Strategies on Store Patronage and Consumer Purchase Behaviour. Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of P ....Effects of Experiential Retail Strategies on Store Patronage and Consumer Purchase Behaviour. Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of PAINTRIGHT, a cooperative of specialist paint retailers. A survey approach will be complemented with extensive qualitative investigation to allow a better understanding and assessment of the effects of experiential retail strategies.Read moreRead less
Measuring children's responsiveness to food advertising. This will be the first study, in Australia or elsewhere, that concurrently examines food promotions across a range of child-targeted media, in real-time, and investigates the way that these commercial messages are attended to, interpreted, and responded to by young people. This project will assist us in developing appropriate regulatory and social marketing responses to non-television advertising to children, will have valuable flow-on eff ....Measuring children's responsiveness to food advertising. This will be the first study, in Australia or elsewhere, that concurrently examines food promotions across a range of child-targeted media, in real-time, and investigates the way that these commercial messages are attended to, interpreted, and responded to by young people. This project will assist us in developing appropriate regulatory and social marketing responses to non-television advertising to children, will have valuable flow-on effects for measuring the effects of advertising of other types of products, and via other media, and will place Australia at the forefront of research in this area.Read moreRead less
Food and drink company sponsorship of children's sport: publicity or philanthropy? Currently food and beverage company sport sponsorship in Australia has not been analyzed or regulated. The proposed research will incorporate both of these neglected areas by determining current patterns of food company sponsorship and by driving new programs and policies to support sporting organisations in promoting children's health in a consistent fashion. This study will challenge commonly held assumptions an ....Food and drink company sponsorship of children's sport: publicity or philanthropy? Currently food and beverage company sport sponsorship in Australia has not been analyzed or regulated. The proposed research will incorporate both of these neglected areas by determining current patterns of food company sponsorship and by driving new programs and policies to support sporting organisations in promoting children's health in a consistent fashion. This study will challenge commonly held assumptions and social norms relating to the value of food company sponsorship, which is classically viewed as good corporate behaviour, but may in fact have adverse health effects.Read moreRead less
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
How viewers learn about new TV programs: the influence of TV promotions and Word-of-mouth. Television viewing is one of the major pastimes of Australians. Improving the quality of programming and reducing ineffective promotional efforts will enhance the life of most of our population. Keeping and building audiences will improve the long-term viability of free-to-view television model, which allows quality television to be accessible to all. More efficiently marketing local programs improves ....How viewers learn about new TV programs: the influence of TV promotions and Word-of-mouth. Television viewing is one of the major pastimes of Australians. Improving the quality of programming and reducing ineffective promotional efforts will enhance the life of most of our population. Keeping and building audiences will improve the long-term viability of free-to-view television model, which allows quality television to be accessible to all. More efficiently marketing local programs improves return on investment and export potential, as Australian ratings signal to overseas buyers the likely success of the program in their markets. Finally, program promotions provide a valued social purpose as they are used by viewers to choose what to watch. This research seeks to improve the utility of this service.Read moreRead less
Evidence-based community standards for ethics in advertising. The primary social benefit of this project is the development of evidence-based standards representing community views on acceptable practices in advertising, providing a basis on which to lobby for improvements in regulation. Such improvements will contribute to the ability of consumers to make informed choices about product purchase and behaviour change. This project also has economic benefit for commercial and social advertisers in ....Evidence-based community standards for ethics in advertising. The primary social benefit of this project is the development of evidence-based standards representing community views on acceptable practices in advertising, providing a basis on which to lobby for improvements in regulation. Such improvements will contribute to the ability of consumers to make informed choices about product purchase and behaviour change. This project also has economic benefit for commercial and social advertisers in Australia, enabling them to: pre-test potential advertisements to ensure that they comply with community standards; develop advertisements which are better suited to their target audience(s); better forecast the effects of appeals on advertising outcomes; and reduce complaints to the ASB and other bodies.Read moreRead less
Using advertising to negatively reconstruct memories of risky and high-risk drinking amongst Australia's youth : a new intervention strategy. The NHMRC recognises alcohol-related problems as one of Australia's most serious health problems. Binge-drinking in particular is endemic amongst the population, especially youth, with such behaviour resulting in enormous economic, social and emotional costs to our nation. This study works towards reducing binge drinking amongst youth by assisting the de ....Using advertising to negatively reconstruct memories of risky and high-risk drinking amongst Australia's youth : a new intervention strategy. The NHMRC recognises alcohol-related problems as one of Australia's most serious health problems. Binge-drinking in particular is endemic amongst the population, especially youth, with such behaviour resulting in enormous economic, social and emotional costs to our nation. This study works towards reducing binge drinking amongst youth by assisting the development of more effective counter-advertising campaigns that make young people's memories of binge-drinking less enjoyable & more unpleasant. It also assists relevant advertising regulators & key decision-makers to take action to ensure that alcohol ads do not spawn primarily attractive memories of binge-drinking experiences.Read moreRead less