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Environmental Marketing
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Energy Efficiency and Household Decision Making
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Investigates how households go about the decision to curtail and invest in reducing energy usage.
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Country Energy
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Jodie Kleischafer, Mark Morrision, Rodrick Duncan and John Hicks
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Climate Change Segmentation and Communications
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Replicates and extends Maibach et. al. (2011) Six America’s household segmentation analysis in Australia.
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CSU and ILWS
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Mark Morrison, Rodrick Duncan, Chris Sherley and Kevin Parton
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Social Research for the Great Eastern Ranges Initiatives
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Application of marketing tools to natural resource management.
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NSW Environmental Trust and Hawkesbury Nepean CMA
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Mark Morrison, Jenni Greig, Michael Lockwood (UTAS), David Waller (UTS) and Rod McCulloch (USC)
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Closing the Recycling Loop
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Explores consumers’ responses to products made using recycled products. The purpose of this project is to examine and understand consumers’ knowledge and attitudes towards products made from recycled materials, and how that affects their purchase intentions and behaviours. The overall aim is to try to understand consumers’ demand for this kind of product and how this will ultimately affect the supply chains for organisations.
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CSU
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Felicity Small, Jodie Kleinschafer, Calvin Wang and David Dowell (Aberystwyth Uni)
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Resources, Value Creation, Innovation
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The Performance Advantages for SMEs of Product Innovation and Marketing Resource-Capability Complementarily in Emerging Economies
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This study draws on RBV and contingency theory to develop a theoretical framework within which resources and capabilities are integrated to explore firm macro-level financial performance via firm micro-level product and customer performance. This manuscript is premised on small and medium manufacturing firms in newly emerging economy, Cambodia.
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Phyra Sok, Aron O’Cass (UTAS) and Morgan Miles (UTAS)
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Achieving Superior SME Performance: Overarching Role of Marketing, Innovation, and Learning Capabilities
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In response to a call for a further understanding of complementary capabilities and its contribution to performance this study draws on RBV and develops a theoretical framework within which marketing, innovation, and learning capabilities are integrated in a unified framework.
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Phyra Sok, Aron O’Cass (UTAS) and Keo Mony Sok (UTAS)
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Delivering Superior Customer-Perceived-Value-In-Use through Service Innovation Exploration-Exploitation
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This study focuses on services and we raise the point that a service firm’s long-term viability depends on its ability to deliver improved or new services that are perceived as valuable by customers.
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Phyra Sok, Aron O’Cass (UTAS) and Liem Viet Ngo (UNSW)
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Understanding the Value Creation Processes at the Intersection of the Service Firm and Its Customer
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This study brings the firm and customer together and examines the nature of a firm’s value proposition, its contribution to the firm’s value offering, and subsequent impact on customers’ perceived-value-in-use. This study focuses on the important role that employees play as the boundary spanning workers in the value creation process, linking firm and customer.
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Aron O’Cass (UTAS) and Phyra Sok
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Branding
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Brand Extension Feedback Effects: A Mediated Model
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Traditionally, the effect of consumers’ brand extension attitude on change in parent brand equity is conceptualised and modelled as a direct effect, thus probably obfuscating underlying processes that allow the conversion of attitudes to reciprocal equity evaluations. The present research examines consumers’ value perceptions as mediating the impact of extension derived attitudes on change in brand equity. The study thus explicates vital underlying processes of feedback effects.
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Abhishek Dwivedi and Bill Merrilees (Griffith)
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Brand Extension Feedback Effects on Relationships and Loyalty
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Investigates the impact of brand extensions on consumers’ loyalty with moderating influences.
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Abhishek Dwivedi and Bill Merrilees (Griffith)
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Brand-extension Feedback Effects: an Asian Branding Perspective
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Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand-extensions on parent brand-equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand-extension feedback. This research is a first-of-its-kind from the Asian region (specifically, India) to measure brand-extension feedback effects on change in brand-equity of a parent brand.
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Abhishek Dwivedi and Bill Merrilees (Griffith)
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Celebrity Endorsements
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Investigates celebrity endorsements within a relationship based framework: The literature largely models the impact of endorser credibility on brand equity, thus being somewhat singular in its focus. We expand the scope of celebrity endorsement effects to outcomes pertaining to consumer-brand relationships. Specifically, we assess the impact of endorser credibility and endorser-brand fit on consumer perceived relationship quality with an endorsed brand. Additionally, a newer outcome of the celebrity endorsement process is introduced, namely self-brand connection, which is the consumer tendency to incorporate brands into the self-concept.
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Abhishek Dwivedi and Les Johnson
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Regional Branding: Brand Orange
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Longitudinal case study using highly successful place brand ‘Taste Orange’ to explore issues in place branding and development of collaborative branding initiatives in regional areas.
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CSU
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Cathi McMullen and Ian Braithwaite
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Global Branding
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Collection and analysis of Australian data contributing to a multi-country investigation of consumer perceptions of global brands’ equity and attributes.
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UNT
CSU
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Heather Crawford and Francisco Guzman (University of North Texas)
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Communications and WOM
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Using WOM in Online Games
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A comparison of three kinds of marketing communication strategies including online WOM, face-to-face WOM and Public Relations. The purpose of the study was to examine how receivers’ interpret these marketing communications in an online environment, specifically related to downloaded content for online games and how this affects their purchase intentions. The findings clearly suggest that even though the product is online, face-to-face WOM still has the greatest impact on consumers’ purchasing intentions.
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CSU
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Sam Reid, Felicity Small and Jodie Kleinschafer
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Identification in the Arts Industry Australia
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Examination of identification among art gallery members in Australia and their donation, volunteering and WOM behaviours.
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Jodie Kleinschafer, David Dowell (Aberystwyth Uni) and Mark Morrison
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Marketing Practice
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Understanding Marketing Practices and Their Impact on Economic and Non-Economic Outcomes in Small Firms
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Investigates the relationship between entrepreneurial self-efficacy and passion for work on marketing practices and their relationship to firm performance and owner well-being
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CSU
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Lan Snell, Phyra Sok, Tracey Dagger (Monash), Lesley White and Calvin Wang
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Marketing Practice
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Examines the complexity and diversity of marketing practice and the way in which marketing practices evolve over time.
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Cathi McMullen
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Cross Cultural Research
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Humour in Cross- Cultural Advertising
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This project investigated the impact of culture and individual difference variables on the use and effectiveness of humorous advertising appeals in the People’s Republic of China, Australia and the United States. Study one established that advertisers’ favoured humorous appeals in both nations and explored the use of humour mechanisms and themes. Study two examined audience responses to ads with differing humour themes in the 3 cultural contexts.
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UNSW
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Heather Crawford and Gary Gregory (UNSW)
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Students’ Satisfaction and Complaints with Online Resource Material: A Cross-Cultural Examination
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Cross-cultural investigation of student perceptions of university digital servicescapes. The purpose of this study is to examine students’ satisfaction, expectations, cultural values and complaint behaviour. The study will be conducted using an online survey across five countries. The data will be analysed using regression and cluster to determine the nature of the relationship between the factors and identified different consumer groups based on complaint behaviour. The whole project will be examined using cross-cultural values to see the affect of culture on interaction, satisfaction and complaint behaviour in online education.
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CSU
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Felicity Small, Heather Crawford and David Dowell (Aberystwyth Uni)
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Other
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Identification of the Arts Industry in the UK
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Examination of performing arts patrons in the UK and their donation and volunteering.
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Aberystwyth University
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David Dowell (Aberystwyth Uni) and Jodie Kleinschafer
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Factors Affecting the Household Adoption of Technology: The Case of High-Speed Broadband.
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Examines household adoption of high speed broadband in Australia.
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CSU
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Peter Adams, Barney Dalgarno, Mark Farrell and Eddie Oczkowski
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Preparing Professional Practitioners
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Explores how graduates become socialised in their professions and the ways in which capacity for social responsibility is developed.
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CSU
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Cathi McMullen, Sally Denshire, Megan Smith and Sarah Hyde
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Formative vs Reflective Models
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Empirical comparison of formative and reflective conceptualisations.
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Abhishek Dwivedi
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Physiological Measures of Advertising Response
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An exploratory project entailing comparison of a variety of physiological and self-report measures of audience response to emotional advertising. Data from eye-tracker, EEG, skin conductance, and heart rate equipment is contrasted with participants’ written responses to affect intensity and emotional response scales following exposure to highly emotive video advertisements.
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UNSW
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Heather Crawford, Matthew Chylinski (UNSW), Nitika Garg (UNSW) and Marion Burford (UNSW)
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