An exploration of the development and effectiveness of word-of-mouth communication in financial services markets. Word-of-mouth plays a critical role in marketing. Organisations are continually seeking new ways to achieve competitive advantage and word-of-mouth represents such an opportunity. However, previous research is limited, for example using word-of-mouth intentions to test the outcome of a consumer model. The proposed study, however, addresses not only the factors that lead to word-of-m ....An exploration of the development and effectiveness of word-of-mouth communication in financial services markets. Word-of-mouth plays a critical role in marketing. Organisations are continually seeking new ways to achieve competitive advantage and word-of-mouth represents such an opportunity. However, previous research is limited, for example using word-of-mouth intentions to test the outcome of a consumer model. The proposed study, however, addresses not only the factors that lead to word-of-mouth but also the consequences of word-of-mouth We suggest perceived value is a core contributor to word-of-mouth and will examine the relationship between word-of-mouth development, value perceptions and purchase. The study has key practical implications for service providers, such as our financial service industry partner.Read moreRead less
Building Better Brands: A Study of Australian Organizations and Consumers. The study is the first to be undertaken in the world to develop a knowledge management system of brand development and management. It focuses on understanding how branding strategies increase the competitiveness of Australian industry. The study also explores linkages of branding strategy to consumer perceptions of brand value. The model is firmly placed in a global market context, contrasting domestic, exported and im ....Building Better Brands: A Study of Australian Organizations and Consumers. The study is the first to be undertaken in the world to develop a knowledge management system of brand development and management. It focuses on understanding how branding strategies increase the competitiveness of Australian industry. The study also explores linkages of branding strategy to consumer perceptions of brand value. The model is firmly placed in a global market context, contrasting domestic, exported and imported brands. The focus is strongly orientated toward improving Australia's competitiveness and global performance. This study is vital as the economic superiority of strong nations is evident in the value and strength of their industries' brands.Read moreRead less
Understanding cross-cultural consumer behaviour and implications for effective segmentation, targeting and positioning of Western Australia as a tourism destination. This research extends a model of cross-cultural consumer behaviour suggested by the first CI (Lee, 2000) that provides richer specification of the antecedents of people's actions than previously suggested models. The model will be compared with these models, which have been successful in Western, but less successful in Eastern, cult ....Understanding cross-cultural consumer behaviour and implications for effective segmentation, targeting and positioning of Western Australia as a tourism destination. This research extends a model of cross-cultural consumer behaviour suggested by the first CI (Lee, 2000) that provides richer specification of the antecedents of people's actions than previously suggested models. The model will be compared with these models, which have been successful in Western, but less successful in Eastern, cultures. The model will be tested in the tourism domain to predict intentions and behaviour of potential visitors. Results will be used to improve the effectiveness of Western Australia's tourism marketing. In addition, a method to reduce social desirability bias will be tested, as will two scales measuring aspects of culture. Read moreRead less