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.
Read moreRead less
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.
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
Integrating choice set formation and taste heterogeneity in market segmentation. This project develops a new model of consumer decision-making to provide managerial insights related to market segmentation, product portfolio optimisation and marketing communication strategies. The model can be specified for a particular product category using data collected from a novel elicitation instrument developed as part of this project.
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