Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the ....Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the knowledge gained from a large scale study into Australian values and value change across the adult life-span in order to understand how people’s values influence their consumer and other decisions; providing information that will enable Australian organisations to improve their marketing activities and the nature of their promotional appeals.Read moreRead less
Funding our future: perceptions of the value of financial planning advice. This project will examine how perceptions of the value of financial planning advice are formed over time. If this is understood then both government and the industry can develop better strategies to encourage those who can benefit from financial advice to recognise and gain value from the service.
Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alte ....Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alternative, but effective in terms of reducing cognitive effort. The project will conduct a meta-analysis of over 250 branding strategies followed by a new data collection and latent segmentation analysis. The result will be a more comprehensive decision support tool for brand development, focusing management actions and improving marketing efficiency.Read moreRead less
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
Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production o ....Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production of innovative solar-powered Bluetooth ear tags and co-designing a smartphone application that educates and incentivises users in recognising signs of koala disease and submitting sightings, by leveraging gamification, outdoor recreation and tourism. This blueprint can be adapted to assist other threatened species.Read moreRead less
Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and ....Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and greater focus and improved customer satisfaction within Australian markets. In global markets, Australian firms will have access to the tools necessary to assist them to better meet the needs of overseas' customers, resulting in improved export performance.Read moreRead less
Conceptualisation and Measurement of Customer Value: An Application to the Timeshare Industry. Timeshare or resort ownership is a growing industry worldwide. There are more than 110 timeshare properties in Australia, most of which are located in regional communities. This research will benefit these communities through the provision of information to enhance and sustain the development of this expanding industry. The information obtained will assist the collaborating organisation in the transfor ....Conceptualisation and Measurement of Customer Value: An Application to the Timeshare Industry. Timeshare or resort ownership is a growing industry worldwide. There are more than 110 timeshare properties in Australia, most of which are located in regional communities. This research will benefit these communities through the provision of information to enhance and sustain the development of this expanding industry. The information obtained will assist the collaborating organisation in the transformation of the industry, while addressing some of the concerns raised in a 2005 Parliamentary Inquiry. The project examines how consumers obtain value from the timeshare product. The project has the potential to be applied internationally thus providing export opportunities for Australia.Read moreRead less
International franchising success factors: A guide for Australian franchise systems. Australia is considered the most 'franchised' nation in the world. With 850 franchisors, it has over three times the number of systems per capita than the United States. However, Australian franchises are small due to the country's limited population, with 60% of systems holding fewer than 30 units. One third of Australian franchisors now operates internationally, however little is known about how they plan an ....International franchising success factors: A guide for Australian franchise systems. Australia is considered the most 'franchised' nation in the world. With 850 franchisors, it has over three times the number of systems per capita than the United States. However, Australian franchises are small due to the country's limited population, with 60% of systems holding fewer than 30 units. One third of Australian franchisors now operates internationally, however little is known about how they plan and implement their expansion strategies. It appears that franchisors are reacting to approaches made by overseas investors rather than proactively developing international expansion strategies. This research will examine the practices of successful exporters to develop a model of best practice for future activity in the sector.Read moreRead less