Sharing values and the co-creation of brands: Towards a new consumer driven branding paradigm. The project proposes a paradigm shift from traditional image building towards a full understanding and integration of consumer values into a deliberate process of co-created brand meanings. Brands thus managed can become iconic and symbolic of consumers' existing subcultures or may even define micro-cultures of consumption of their own (as in the case of Harley Davidson).
Should managers understand t ....Sharing values and the co-creation of brands: Towards a new consumer driven branding paradigm. The project proposes a paradigm shift from traditional image building towards a full understanding and integration of consumer values into a deliberate process of co-created brand meanings. Brands thus managed can become iconic and symbolic of consumers' existing subcultures or may even define micro-cultures of consumption of their own (as in the case of Harley Davidson).
Should managers understand the process by which such co-created brands develop, more Australian brand success stories (eg. Rip Curl, Penfold's Grange) would evolve and be better placed to tap the increasingly diversified sub-cultural landscape that characterises the Australian marketplace and many of our major trading partners.
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Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to unde ....Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to understand changes in brand behaviours as changes in underlying consumer-brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meanings associated with brand-related changes, significantly advancing our understanding of brand relationship dynamics.
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The Marketing Performance of International Subsidiaries Post Merger and Acquisition. Globalisation is a fact of life, illustrated by Australia's attempt to establish a free trade agreement (FTA) with the US and current FTAs with Singapore and Thailand. It is imperative that Australia finds out why and how its firms perform after they have been taken over or merged with a foreign firm. Especially if the Australian firm is export active, because if the Australian firm starts to perform poorly afte ....The Marketing Performance of International Subsidiaries Post Merger and Acquisition. Globalisation is a fact of life, illustrated by Australia's attempt to establish a free trade agreement (FTA) with the US and current FTAs with Singapore and Thailand. It is imperative that Australia finds out why and how its firms perform after they have been taken over or merged with a foreign firm. Especially if the Australian firm is export active, because if the Australian firm starts to perform poorly after it has been merged/acquired by the foreign firm this could have a negative impact on Australia's Balance of Payments/Balance of Trade thereby making a study of this type most timely.Read moreRead less
The paradox of choice: Unravelling complex superannuation decisions. Australia has been a world-leader in retirement savings policy, but there remains a pervasive lack of understanding about how best to communicate complex financial information to decision-makers, along with a push by government for clearer disclosure and greater financial literacy. This project will inform regulators and the superannuation industry on how choices are made and how to present clearer, better-designed information ....The paradox of choice: Unravelling complex superannuation decisions. Australia has been a world-leader in retirement savings policy, but there remains a pervasive lack of understanding about how best to communicate complex financial information to decision-makers, along with a push by government for clearer disclosure and greater financial literacy. This project will inform regulators and the superannuation industry on how choices are made and how to present clearer, better-designed information to be understood by ordinary participants, thus encouraging active, well-informed participation rather than passive 'default' decisions. More efficient investment and benefit choices will improve the economic welfare of retirees, reduce the burden on the working-age population and improve fiscal sustainability.Read moreRead less