Australasian Marketing Journal

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Benchmarking Road Safety Success: Issues to Consider
Australasian Marketing Journal - Tập 17 - Trang 226-231 - 2009
Stephen Dann, Marie-Louise Fry
Success in social marketing is rarely clear cut and even more rarely believed to have been achieved. Social marketing practitioners are under increasing scrutiny to benchmark efficiencies of social change programs to achieve ‘success’ outcomes. Using road safety as a case study, this paper addresses the complex nature of success within a social marketing context. First, we discuss the con...... hiện toàn bộ
Cooperative Brand Alliances: How to Generate Positive Evaluations
Australasian Marketing Journal - Tập 16 - Trang 22-38 - 2008
Sonia J. Dickinson
This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative f...... hiện toàn bộ
Talking about Durables
Australasian Marketing Journal - Tập 24 - Trang 262-266 - 2016
Wendy Lomax, Robert East
Using a survey of 349 respondents, we investigate the triggers of word of mouth (WOM) in four durable categories and compare this evidence with previous findings for services. For these durables, positive word of mouth (PWOM) is mostly triggered by advertising and customer satisfaction with the product, while negative word of mouth (NWOM) is rare and mostly triggered by the content of con...... hiện toàn bộ
Viva La Revolution! for Evidence-Based Marketing We Strive
Australasian Marketing Journal - Tập 25 - Trang 341-346 - 2017
Byron Sharp, Malcolm Wright, Rachel Kennedy, Cathy Nguyen
At the end of the last century, Sharp and Wright (1999) documented the emergence of a school of marketing enquiry labelled as the Empirical Generalisationists. With this special edition on Empirically-Based Marketing Knowledge, we take the opportunity to update that original article, giving an overview on the health of the Empirical Generalisations research tradition. We put forward a cal...... hiện toàn bộ
The importance of brands, commitment, and influencers on purchase intent in the context of online relationships
Australasian Marketing Journal - - 2021
Afsaneh Khodabandeh, Cecilia Lindh
This study aims to investigate the external input of influencers and the internal input of commitment in online relationships as antecedents for purchase intent with consideration of the mediating role of brand image. Data were gathered from a survey of 730 international online consumers, and results were analyzed using LISREL. The result shows the importance of the brand image for the pur...... hiện toàn bộ
Opinion Leadership Amongst Leading Edge Users
Australasian Marketing Journal - Tập 8 - Trang 5-14 - 2000
Pamela D. Morrison
Leading Edge Users have been attracting increasing attention in the study of innovation. Their effect is hypothesised to be threefold: in the development of new product concepts; their role in early adoption and thus cash flows for the firm; and acting as a catalyst for the diffusion process. Urban and von Hippel (1988) demonstrate the first, Morrison, Roberts and Midgley (1998) test the ...... hiện toàn bộ
WITHDRAWN: Factor-based structural equation modeling with WarpPLS
Australasian Marketing Journal - - 2019
Ned Kock
Commentary on Relationship-Based Marketing Communication
Australasian Marketing Journal - Tập 7 - Trang 118-120 - 1999
Tom Duncan, Sandra Moriarty
What Can the Brand Manager Expect from Facebook?
Australasian Marketing Journal - Tập 26 - Trang 17-22 - 2018
Desislava Sitta, Margaret Faulkner, Philip Stern
Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propo...... hiện toàn bộ
Chickens, ants, grasshoppers and pigs: Proposed segmentation approach in the field of sustainability living
Australasian Marketing Journal - Tập 25 - Trang 106-114 - 2017
Menuka Jayaratne, Gillian Sullivan Mort, Clare D'Souza
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