A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not ....A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not principally on the role of the formal educational system in delivering potential employees with general marketing knowledge. Primary research will be conducted among Ford Marketing employees, and among Ford suppliers and dealers, in a dynamic environment, over several years.Read moreRead less
Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organi ....Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organisations, longitudinally over five years. A combination of experimental and quasi-experimental methods will be used to estimate the relationships between aspects of individual-organisational identification and marketing activities, and organisational affiliation, in the context of Australian Football League club membership, conducted in partnership with every AFL club nationally.Read moreRead less
Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be ....Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be studied in this research project are: the sponsor's decision-making process, e.g., the determination of return on investment (ROI) in this alliance; the value of this association, e.g., the sponsee's brand value to the sponsor; and the sponsee's decision-making process, e.g., the determination of ROI in this alliance.Read moreRead less
A Protocol for Customer Relationship Management Implementation and Evaluation. In 2001, companies worldwide invested US$20 billion (US$125 billion by 2004) in Customer Relationship Management (CRM). Despite the magnitude of this investment, the general consensus among practitioners is that most CRM systems have failed to live up to expectations. This is somewhat alarming, given that the theoretical underpinnings of relationship management are both well developed and intuitively sound. This pr ....A Protocol for Customer Relationship Management Implementation and Evaluation. In 2001, companies worldwide invested US$20 billion (US$125 billion by 2004) in Customer Relationship Management (CRM). Despite the magnitude of this investment, the general consensus among practitioners is that most CRM systems have failed to live up to expectations. This is somewhat alarming, given that the theoretical underpinnings of relationship management are both well developed and intuitively sound. This project investigates the contradiction between relationship theory and CRM practice. It will identify and synthesise critical factors in the success or failure of attempts to implement CRM as a preliminary stage to developing a protocol for successful CRM implementation and evaluation.Read moreRead less
Managing an ageing population for income adequacy and fiscal sustainability. This project aims to improve understanding of the impacts of existing key reforms intended to ease fiscal pressures associated with population ageing. The right mix of retirement income policies is vital to Australia's fiscal sustainability, however the effectiveness of existing policies is unknown. The project expects to identify impacts of key reforms on employment, re-training, income, savings and future retirement i ....Managing an ageing population for income adequacy and fiscal sustainability. This project aims to improve understanding of the impacts of existing key reforms intended to ease fiscal pressures associated with population ageing. The right mix of retirement income policies is vital to Australia's fiscal sustainability, however the effectiveness of existing policies is unknown. The project expects to identify impacts of key reforms on employment, re-training, income, savings and future retirement income and public pension receipt. The project will develop a new tax records-based dataset to facilitate future research on tax and welfare systems.Read moreRead less
An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relations ....An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relationship with the other dimensions of brand loyalty. The proposed project will be the first application of a prototype approach and one of the few studies to use quantitative longitudinal research techniques to further understanding of what brand loyalty is and how it develops.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
Insecure Work and the Mental Health of Workers and their Families. This project aims to explore the relationship between insecure work and mental health by applying advanced econometric methods to large survey and administrative datasets, and newly collected survey data. This project expects to provide causal policy-relevant estimates of how insecure work is affecting the wellbeing of workers and their families, and for whom the effects are most harmful. It also expects to inform on how poor men ....Insecure Work and the Mental Health of Workers and their Families. This project aims to explore the relationship between insecure work and mental health by applying advanced econometric methods to large survey and administrative datasets, and newly collected survey data. This project expects to provide causal policy-relevant estimates of how insecure work is affecting the wellbeing of workers and their families, and for whom the effects are most harmful. It also expects to inform on how poor mental health influences the types of jobs that people enter into. This should provide significant benefits, including evidence needed to improve existing workplace and employment programs, and evidence ensuring that assistance is efficiently targeted to those workers and industries with the greatest need.Read moreRead less
Understanding innovative opera attendees: modelling the responsiveness to marketing alternatives in a dynamic subscription market. Opera performances are valuable components of Australia's performing arts profile, both historically and currently. However, in an increasingly competitive and commercial environment, opera marketers need to understand better how to match potential consumers to the available operas, including inexperienced consumers and unfamiliar or esoteric operas. This research pr ....Understanding innovative opera attendees: modelling the responsiveness to marketing alternatives in a dynamic subscription market. Opera performances are valuable components of Australia's performing arts profile, both historically and currently. However, in an increasingly competitive and commercial environment, opera marketers need to understand better how to match potential consumers to the available operas, including inexperienced consumers and unfamiliar or esoteric operas. This research project will inform opera marketers of the major influences in a dynamic opera environment, and provide an improved understanding of how to address market segmentation and product portfolios in an optimal way, so that consumer satisfaction and company profitability are maximised, while encouraging innovation of an international standard and employment opportunities locally. 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