Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tes ....Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tested in the context of surveys investigating sustainable tourism, public acceptance of alternative water sources and volunteering, three areas which are central to maintaining Australia's environmental sustainability and providing social and environmental services which are not covered by the commercial sector.Read moreRead less
Developing demand-side strategies for sustainable futures at the business and consumer levels. Australia is facing a world in which the material demands of developing nations are putting pressure on global resources, at the same time as effects of economic activity on the earth's climate are leading to questions about the planet's sustainability. Efforts to mandate changes in consumption patterns are likely to be politically unpopular and lead to a loss of social welfare. This research will in ....Developing demand-side strategies for sustainable futures at the business and consumer levels. Australia is facing a world in which the material demands of developing nations are putting pressure on global resources, at the same time as effects of economic activity on the earth's climate are leading to questions about the planet's sustainability. Efforts to mandate changes in consumption patterns are likely to be politically unpopular and lead to a loss of social welfare. This research will investigate ways in which choices between current and future consumption can be framed to maximize voluntary consumer choices for sustainable futures. It will allow the demand side of negative environmental trends to be addressed, reducing the pressure on the supply side without the loss of consumer sovereignty.Read moreRead less
Patterns of Buyer Behaviour in China. A mainstream interest of marketers is the study of buyer behaviour (i.e., brand choice, repeat-purchase, switching, loyalty, segmentation, etc.) Much is known. But virtually all of this knowledge comes from Western studies. Yet non-Western nations, such as China, are now immensely important trading partners for the West.
This is the first systematic study of buyer behaviour in China to be based on formal analyses of consumer panel data. An assessment wil ....Patterns of Buyer Behaviour in China. A mainstream interest of marketers is the study of buyer behaviour (i.e., brand choice, repeat-purchase, switching, loyalty, segmentation, etc.) Much is known. But virtually all of this knowledge comes from Western studies. Yet non-Western nations, such as China, are now immensely important trading partners for the West.
This is the first systematic study of buyer behaviour in China to be based on formal analyses of consumer panel data. An assessment will be made of how our analytical models, and associated findings, extend to new conditions (e.g., new geographical markets, sub-regions, traditional Chinese goods, different groups of buyers, etc.).Read moreRead less
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
Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial eval ....Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial evaluations. This project will investigate the diffusion of marketing research across many industrial sectors, over several years. The project will yield "benchmarking" benefits of immediate value, and enduring benefits through the continuing evaluation of innovative research practices.Read moreRead less
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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Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for ....Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for one mature and two new products. This will allow for the developing of models that take into account the different rates at which consumers progress through decision states, leading to improved forecasts of new product trial and adoption.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