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
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
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
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
Investigating the Indirect Effects of Child-Targeted Food Promotion on Children's Diets. Obesity is forecast to cost the Australian community more than $58 billion in 2008. The prevention and reduction of obesity thus has the potential to create significant savings in terms of obesity-related treatment costs and impairments. Children have been identified as a population requiring particular attention in efforts to combat obesity. The proposed study will provide an enhanced understanding of the r ....Investigating the Indirect Effects of Child-Targeted Food Promotion on Children's Diets. Obesity is forecast to cost the Australian community more than $58 billion in 2008. The prevention and reduction of obesity thus has the potential to create significant savings in terms of obesity-related treatment costs and impairments. Children have been identified as a population requiring particular attention in efforts to combat obesity. The proposed study will provide an enhanced understanding of the role that food promotion plays in sub-optimal food choices made by children and their parents. The results of the study will be translated into specific public policy recommendations to assist governments and health agencies in determining appropriate courses of action to promote healthy diets among children and their families.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