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ANZMAC 2008, 1-3 DECEMBER SPONSORS Platinum Sponsor Gold Sponsor Bronze Sponsor FIRST PUBLISHED 2008 by PROMACO CONVENTIONS PTY LTD for the ANZMAC 2008 Conference This booklet contains abstracts of the papers which have been accepted as fully refereed for the ANZMAC 2008 Conference. All have been subject to a double-blind peer reviewing process. Edited by: Ms Daniela Spanjaard, Dr Sara Denize and Dr Neeru Sharma School of Marketing, University of Western Sydney. ISBN: 1 86308 143 7 The contents and any opinions expressed represent the views of the authors only. This publication is copyright. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher. - 2 - OLYMPIC PARK, SYDNEY Australia and New Zealand Marketing Academy Conference 2008 Marketing: Shifting the Focus from Mainstream to Offbeat December 1–3. 2008 Olympic Park, Sydney New South Wales, Australia Hosted by abstracts and program - 3 - ANZMAC 2008, 1-3 DECEMBER WELCOME FROM THE PRESIDENT The Australian & New Zealand Marketing Academy was formed in 1998 following two successful marketing educators conferences in 1996, and 1997. It was formed with the expressed intent of improving the quality and standing of marketing research, marketing teaching and practise by providing a vehicle for publishing, presenting, and discussing ideas relevant to marketing research. The Academy is managed by an Executive Group comprising elected members. Our main activity is the annual conference which this year is hosted by the University of Western Sydney. The conference is hosted on a rotating basis between Australia and New Zealand and is a fantastic focus for the academy with social events and a successful doctoral colloquum integrated with the presentation of academic papers, discussion panels and special sessions which attracts contributors from all over the world. As ANZMAC is a diverse and globally oriented organisation, we are very proud of our international standing and collaborative events with sister academies. 2008 saw the fourth combined European Marketing Academy/ANZMAC event ‘BigMaC 4’ held in Brighton UK. Next year 2009, our conference will be held back to back with the ANZAM conference (The Australia and New Zealand Academy of Management) hosted by Monash University in Melbourne. I hope this marks increasing cooperation between our two academies and greater interaction between our disciplines. The ANZMAC Executive is pursuing a range of initiatives to enhance our presence and ensure that the academy remains relevant to its membership. We are pursuing alliances with academies in Korea and in China and hoping to build further extensive networks within our region. Locally, we are encouraging regional events to be started to provide a more continuous presence and activity for our members. In 2008 we embarked upon a major review of our operations and will be investing heavily in developing our website to become a full academic portal including on-line payment facilities, an active discussion platform and employment exchange. As part of that development we are also updating our membership processes to provide for an enhanced membership database for both individual and institutional members and better tracking of our member details. Finally, as tangible evidence of our activity, ANZMAC publishes the Australia and New Zealand Marketing Journal (AMJ) which is provided free to all members. This has been, and will remain a significant vehicle for disseminating marketing research in our region. We are still a relatively young organisation and we have ambition to be a major voice for marketing academics in our region. This is especially important as government policy starts to reshape the higher education environment in Australia and New Zealand. We believe that we can enhance our role by building networks locally and internationally, getting exposure for our activity both within and outside academia, and ensuring that our members are well served and well represented. Our credibility in this endeavour relies heavily upon the reputation of the quality of our research, and the enthusiasm of our members. Ultimately we are a community of marketing scholars and you’ll find us open, engaged and enthusiastic about our discipline, our research and our future and if you feel the same way about marketing then I welcome you to our community celebrate your membership of the ANZMAC family. Mark Gabbott ANZMAC President - 4 - OLYMPIC PARK, SYDNEY A VERY WARM WELCOME FROM THE CONFERENCE CHAIRS On behalf of the ANZMAC 2008 Organizing Committee and the School of Marketing at UWS, it is a real pleasure for us to welcome you to ANZMAC 2008. It is our aim to make certain that this Conference will prove to be both intellectually stimulating and one that will set a benchmark for future ANZMAC conferences. To this end, we have an intriguing Conference theme – “Marketing – shifting the focus from mainstream to offbeat”. This theme is particularly relevant as we consider the future of marketing in a world wallowing in a global economic crisis. The number of papers submitted to the special ‘offbeat’ track indicates that a number of you share a concern that marketing needs to take a critical look at how it might continue to be relevant in the decades ahead and whether ‘offbeat’ approaches will be required. Our two keynote speakers have been selected to reflect this ‘offbeat’ theme. The first keynote speaker is that post modernist and self termed academic maverick from Ireland, Stephen Brown – author of heretical treatises such as Agents and Dealers, The Marketing Code and Wizard: Harry Potter’s Brand Magic. The second keynote speaker, Phillip Adams, is expert in applied marketing having founded Australia’s second largest advertising agency. He is now a well known journalist who writes daily columns in the Australian press and hosts radio and TV programs. His comments on marketing issues are always refreshingly direct. In addition to the regular tracks, this year we have a large number of special tracks, sessions and workshops designed to extend the boundaries of marketing thought and improve the relevance of the discipline. They include a special session on macro marketing chaired by Roger Layton and involving speakers of international renown, a workshop on the C-OAR-SE method of scale development run by John Rossiter, two special industry sessions, a session on marketing analytics chaired by Ujwal Kayande, a session by Larry Neale on the ‘Google on-line marketing challenge’, a meet the editors session, an ANZMAC Presidents’ session on the changing definition of marketing and finally a two part Conference theme session on ‘who took the art out of marketing’ followed by ‘who put the art back into marketing’ - chaired by Jim Bell. For ANZMAC 2008 a total of 516 papers were submitted (85 rejected, 16.5%) and we anticipate an attendance of around 450 from 29 countries. There will be 18 tracks and a number of special tracks, sessions and workshops. In an area adjacent to the venue for the plenary, there will be an exhibition area with 10 displays, at least 8 of which are by publishers. No successful ANZMAC Conference has been based on ‘all work and no play’ and ANZMAC 2008 will be no exception as there is a welcome reception on the Monday evening, a happy hour on the Tuesday evening and the Conference Dinner on the Wednesday evening. Thank you for joining us at ANZMZAC 2008. Richard Fletcher and David Low Co-Chairs ANZMAC 2008 Organizing Committee - 5 - ANZMAC 2008, 1-3 DECEMBER 2008 CONFERENCE COMMITTEE ANZMAC EXECUTIVE COMMITTEE Conference Co-Chairs Richard Fletcher and David Low University of Western Sydney President Mark Gabbott Macquarie University Doctoral Colloquium Co-Chairs Stan Glaser and Nicole Stegemann Vice President Janet Hoek Massey University Editorial Team Sara Denize, Daniela Spanjaard and Neeru Sharma University of Western Sydney Sponsorship Patricia McManus and John Stanton University of Western Sydney Volunteer Support Ned Doyle University of Western Sydney Administration Virginia Furse University of Western Sydney CONFERENCE SECRETARIAT: Promaco Conventions Pty Ltd PO Box 890, Canning Bridge WESTERN AUSTRALIA 6153 Phone: +61 8 9332 2900 Fax: +61 8 9332 2911 Email: [email protected] Committee Members Janet Carruthers Victoria University, Wellington Richard Fletcher University of Western Sydney Lester Johnson Melbourne Business School Janet McColl-Kennedy The University of Queensland Helen Stuart Australian Catholic University Chris Styles University of Sydney Ian Wilkinson University of New South Wales Treasurer Ken Deans Otago University Secretary Sharon Purchase The University of Western Australia ABOUT ANZMAC The Academy aims to provide an organisation for educators and practitioners interested in marketing theory and research. More specifically, the Academy has the purpose to: • • • • • • • • Provide an Australia/New Zealand network in the field of research in marketing; Provide a forum for research presentations and evaluations; Provide publication outlets for high quality research; Support young researchers in the marketing field; Foster a broad variety of methodological approaches and research issues in marketing, and encourage cross-fertilisation between approaches; Develop an agenda of research topics; Recognise contributions to the marketing discipline; To carry out any activity which the Academy considers to promote any or all the purposes as set out above. - 6 - OLYMPIC PARK, SYDNEY KEYNOTE SPEAKERS Stephen Brown University of Ulster Phillip Adams Journalist and Radio Presenter Author of the “management thrillers” Agents & Deal. Click on his website and you will find the beginning of his home page: ”According to his website, Stephen Brown is “the treat you can read between deals without ruining your marketing strategy”. Well known journalist with a cynical view of many aspects of marketing. Best known for Postmodern Marketing, he has written numerous books including Fail Better, Free Gift Inside, Writing Marketing and Wizard: Harry Potter’s Brand Magic. As presenter of Late Night Live, he has interviewed thousands of the world’s most influential politicians, historians, archaeologists, novelists, theologians, economists, philosophers and sundry conversationalists … A self-appointed “Marketing AntiChrist”, his papers have been published in the Harvard Business Review, Journal of Marketing, Journal of Consumer Research, and many more ...” Radio National ‘Late Night Live’ website describes Phillip Adams thus:”Phillip Adams is a prolific and sometimes controversial broadcaster, writer and film-maker. Phillip’s laid back approach has become a trade-mark for Late Night Live, as has his humour, curiosity, his ability to flesh out rare insights from his guests, and his amazing store of anecdotal knowledge...” Philip Adams fits well with the theme of the Conference – Shifting focus from mainstream to ‘offbeat’. CONTENTS Track Chairs ...................................................................... 8 Track Sponsors .............................................................. 10 Reviewers ...................................................................... 12 Map of Venue ................................................................. 16 Program Overview ...................................................... 17 General Information ....................................................... 18 Social Program ............................................................... 19 The Exhibitors ................................................................ 20 Abstracts ..................................................................... 25 Author Index .................................................................. 197 - 7 - ANZMAC 2008, 1-3 DECEMBER 2008 TRACK CHAIRS The double-blind review process is an intense and time consuming task and the ANZMAC Executive is most appreciative of the contribution made by the following Track Chairs for 2008. 1: ADVERTISING/MARKETING COMMUNICATION ISSUES 7: Professor Janet Hoek Massey University Professor Bobby Banerjee University of Western Sydney Dr Rob Aitken University of Otago 2: Professor Phil Harris University of Otago BRANDING 8: Dr Shaun Powell Heriot Watt University ELECTRONIC MARKETING Associate Professor Stewart Adam Deakin University Professor Ken Miller University of Technology, Sydney 3: CORPORATE RESPONSIBILITY, ETHICS AND SOCIAL RESPONSIBILITY Dr Hugh Pattinson University of Technology, Sydney BUSINESS RELATIONSHIPS AND NETWORKS 9: Dr Brian Low University of Western Sydney ENTREPRENEURSHIP, INNOVATION AND NEW PRODUCTDEVELOPMENT Dr Sharon Purchase University of Western Australia Dr Jay Weerawardena UQ Business School 4: 10: INTERNATIONAL AND CROSS-CULTURAL MARKETING COMPLEXITY THEORY AND EMERGENT PHENOMENA Professor Ian Wilkinson University of New South Wales Associate Professor Ian Phau Curtin Business School 5: Dr Steve Dix Curtin University of Technology CONSUMER BEHAVIOUR (A) STUDIES AND FIELDWORK Dr Nicole Hartley University of Technology Sydney 11: MARKETING EDUCATION 6: Dr Cathi McMullen Charles Sturt University Dr Glenn Pearce University of Western Sydney CONSUMER BEHAVIOUR (B) CONCEPTUAL MODELS AND THEORIES 12: MARKETING METRICS Dr Ken Hyde AUT University Associate Professor Suzan Burton, Macquarie Graduate School of Management Professor Pam Morrison University of New South Wales - 8 - OLYMPIC PARK, SYDNEY 13: MARKETING RESEARCH AND RESEARCH METHODOLOGIES 18: STRATEGIC MARKETING AND MARKET ORIENTATION Associate Professor Fely Evangelista, University of Western Sydney Associate Professor John Stanton University of Western Sydney Dr Rita Dimascio University of New South Wales 19: SPECIAL TRACK: MACRO-MARKETING 14: RETAILING, PRICING, DISTRIBUTION CHANNELS, SUPPLY CHAIN MANAGEMENT, PERSONAL SELLING AND SALES MANAGEMENT Professor Stefan Roth Technische Universität Kaiserslautern Professor Harmen Oppewal Monash University 15: SERVICES MARKETING Associate Professor Tony Ward Central Queensland University Associate Professor Meredith Lawley University of the Sunshine Coast Professor Roger Layton University of New South Wales Associate Professor Tony Pecotic The University of Western Australia Dr Ben Wooliscroft University of Otago 20: CONFERENCE THEME TRACK: SHIFTING FOCUS FROM MAINSTREAM TO OFFBEAT Professor James Bell University of Ulster Dr Catherine Sutton-Brady University of Sydney 16: SOCIAL, NOT-FOR-PROFIT AND POLITICAL MARKETING Assoc Professor Gillian Sullivan Mort Griffith University Dr Wayne Binney Victoria University 17: SPORTS, ARTS, HERITAGE MARKETING AND TOURISM MARKETING Professor Sara Dolnicar University of Wollongong Dr Twan Huybers University of Wollongong - 9 - ANZMAC 2008, 1-3 DECEMBER 2008 TRACK SPONSORS 1: ADVERTISING/MARKETING COMMUNICATION ISSUES 2: BRANDING 3: BUSINESS RELATIONSHIPS AND NETWORKS 4: COMPLEXITY THEORY AND EMERGENT PHENOMENA No papers submitted in this stream 5: CONSUMER BEHAVIOUR (A) STUDIES AND FIELDWORK 6: CONSUMER BEHAVIOUR (B) CONCEPTUAL MODELS AND THEORIES 7: CORPORATE RESPONSIBILITY, ETHICS AND SOCIAL RESPONSIBILITY 8: ELECTRONIC MARKETING 9: ENTREPRENEURSHIP, INNOVATION AND NEW PRODUCTDEVELOPMENT 10: INTERNATIONAL AND CROSS-CULTURAL MARKETING - 10 - OLYMPIC PARK, SYDNEY 11: MARKETING EDUCATION 12: MARKETING METRICS 13: MARKETING RESEARCH AND RESEARCH METHODOLOGIES 14: RETAILING, PRICING, DISTRIBUTION CHANNELS, SUPPLY CHAIN MANAGEMENT, PERSONAL SELLING AND SALES MANAGEMENT 15: SERVICES MARKETING 16: SOCIAL, NOT-FOR-PROFIT AND POLITICAL MARKETING 17: SPORTS, ARTS, HERITAGE MARKETING AND TOURISM MARKETING 18: STRATEGIC MARKETING AND MARKET ORIENTATION 19: SPECIAL TRACK: MACRO-MARKETING 20: CONFERENCE THEME TRACK: SHIFTING FOCUS FROM MAINSTREAM TO OFFBEAT - 11 - ANZMAC 2008, 1-3 DECEMBER 2008 REVIEWERS The double-blind review process is an intense and time consuming task and the ANZMAC Executive is most appreciative of the contribution made by the following reviewers for 2008. A ...................................... Suriani Abdul Hamid Abdul Rahim Abu Bakar Sujana Adapa Richa Agrawal Pari Ahadi Farid Ahmed Mari Ahonen Jeremy Ainsworth Gerald Albaum Noel Albert Celeste Alcaraz Andrew Alexander Sulaiman Ali Niek Althuizen Katherine Anderson Rodney Arambewela Catherine Archer Evmorfia Argyriou Denni Arli Abdul-Talib Asmat-Nizam Mufutau Awoniyi Shahriar Azizi B ...................................... Michael Baird Charles Bal Susan Barnes Michael Basil Debra Basil Peter J Batt Roger Baxter Stacey Baxter Rowan Bedggood George Bell James Bell Steve Bellman Sandy Bennett Roger Bennett Michael Beverland mahesh Bhandari Sushma Bhat Tariq Bhatti Itir Binay Wayne Binney Grete Birtwistle Svetlana Bogomolova Liliana Bove Jan Brace-Govan Ian Braithwaite Linda Brennan Mike Brennan Kerrie Bridson Mark Brown Margaret Bruce June Buchanan Matt Bugg Marion Burford Lois Burgess Amanda Burrell Christine Burton Suzan Burton Francis Buttle C ...................................... Jack Cadeaux James Callan Colin Campbell Adriana Campelo Jamie Carlson Melanie Ceber Suwichit S Chaidaroon Rory Challen Bobbie Chan Jan Charbonneau Shaun Cheah Isaac Cheah Shu-Ching Chen Michael Cheong Tendai Chikweche Kelly Choong George Christodoulides Polymeros Chrysochou Kim Chung Emily Chung Mathew Chylinski Peter Clarke David Clark-Murphy Nathalie Collins Peter Cordina David Corkindale Margaret Craig-Lees - 12 - Heather Crawford Helen Cripps Pedro Cruz D ...................................... Karen Dallimore Timothy Daly Stephen Dann Teresa Davis John Dawes Marcia de Barcellos Johan de Jager Alison Dean Kenneth Deans Justin Debuse Sara Denize Adrienn Dernóczy Pierre Desmet Rita Di Mascio Sonia J Dickinson Steve Dix Angela Dobele Angela Dobele Chris Dodd Sara Dolnicar Christine Domegan Melissa Donald Gabriel Donleavy David Dowell Judy Drennan Emma Dresler-hawke Carl Driesener Clare D’Souza Zhirong Duan Chris Dubelaar Abhishek Dwivedi E ...................................... Toni Eagar Robert East Thomas Egan Roger Elliott Nick Ellis Fiona Ellis-Chadwick Alastair Emerson Ida Ercsey OLYMPIC PARK, SYDNEY Felicitas Evangelista Jody Evans Tara Evans F ...................................... Mark Farrell Fernando Fastoso Mike Featherstone Stephanie Feiereisen Shanfei Feng Karen Fernandez Lynda Fielder Joerg Finsterwalder Richard Fletcher Jamye Foster Julie Fowlie Johanna Frösén Lynne Freeman Ewan Frith G ...................................... Alexandra (Sanna) Ganglmair-Wooliscroft Michael Gardiner Ron Garland Francine Garlin Romana Garma Tony Garrett Phil Gendall Charlene Gerber Kamal Ghose Donna Gill Stan Glaser Mark Glynn Edmund Goh Sandra Gountas John Gountas Debra Grace Ken Grant David Gray David Gray Luke Greenacre Parri Gregory Kathleen Griffiths Martin Grimmer Reinhard Grohs Haodong Gu Kodicara Gunaratne H ...................................... Cullen Habel Christine Haintz Danika Hall Brian Handley Dallas Hanson Muhammad Haq Debra Harker Hazliza Haron Jennifer Harris Paul Harrison Nicole Hartnett Sharizal Hashim Fariza Hashim John Hayek Michael Healy Daniel Heinrich Anu Helkkula Kelli Hewison Andreas Hildesheim Toni Hilton Henry Ho Janet Hoek Suellen Hogan Mary Holden Chris Horbel Jonathon Hu Chen Huang Li-Chun Huang Patricia Huddleston Andrew Hughes Margee Hume Twan Huybers Kenneth Hyde I ....................................... Jasmina Ilicic Andrea Insch J ....................................... Paavo Järvensivu László Józsa Matti Jaakkola Laurel Jackson John Jackson Sara Jaeger Zlatko Jancic Wade Jarvis Jatin Jawa Yuncheol Jeong Raechel Johns Micael-Lee Johnstone - 13 - Sandra Jones Alexander Josiassen K ...................................... Sudhir Kale Adam Karg Ingo Karpen Uraiporn Kattiyapornpong Pandora Kay Garick Kea Carol Kelleher James Kelley Louise Kelly Rowan Kennedy Gregory Kerr Aila Khan Jashim Khan Ceridwyn King Philip Kitchen Michael Kleinaltenkamp Jodie Kleinschafer Thomas Kobinah Kitty Koelemeijer Monika Koller Andreas Konhauser Foula Kopanidis Con Korkofingas Jayne Krisjanous Athanasios Krystallis Sven Kuenzel L ...................................... Helge Löbler Christian Laesser Bodo Lang Ingrid Larkin Tommi Laukkanen Meredith Lawley Rob Lawson Huong Le Joel Le Bon Nicolette Le Cren Geoffrey Le8ehtola Ho Keat Leng Lai-cheung Leung Yung Liao Martti Lindman Peter Ling Victoria Little Chunlu Liu ANZMAC 2008, 1-3 DECEMBER Dan Liu Jia Liu Claire Loh Brian Low Ben Lowe Vinh Lu Michael Lwin Patrick Lynch M ...................................... Tommi Mahlamäki Mike Malmgren Ken Manning Roger March Chris Marchegiani Gary Marchioro Matanda Margaret Al Marshall Roger Marshall Masayoshi Maruyama Christine Mathies Frauke Mattison Thompson Ninya Maubach Josef Mazanec Janet McColl-Kennedy Pierre McDonagh Patricia McManus Cathi McMullen Lisa McNeill Lisa McQuilken Christopher Medlin Markus Meierer Thomas Mejtoft Juliet Memery Karen Miller Kenneth Miller Michael Mills Stella Minahan Joanna Minkiewicz Ann Mitsis Katherine Mizerski Edward Mondol Sussie Morrish Mark Morrison Gillian Mort Christine Moynihan Nazlida Muhamad Raju Mulye Jamie Murphy Andrew Murphy N ...................................... Anish Nagpal Marthin Nanere Mohammad Naseri Hanny Nasution Shahnaz Nayebzadeh Tahmid Nayeem Larry Neale Deon Nel Magda Nenycz-Thiel Eric Ng Sandy Ng Liem Ngo Phong Nguyen Tho Nguyen Anne Nielsen Valeria Noguti Fredrik Nordin O ...................................... Aron O’Cass Jennifer O’Loughlin Harmen Oppewal Ivana Oroz Phil Osborne Billy O’Steen Don OSullivan Robyn Ouschan Lucie Ozanne P ...................................... Ameet Pandit Mathew Parackal Nadira Pardo Vipul Pare Andrew Parsons Petri Parvinen Hugh Pattinson Glenn Pearce Anthony Pecotich Mike Peters Simone Pettigrew Ian Phau Lyn Phillipson Marcus Phipps Paul Pickering Hannu Pirnes Leyland Pitt Brett Plagens - 14 - Elaine Plant Carolin Plewa Michael Polonsky Kawpong Polyorat Erik Pontiskoski Elizabeth Porublev Marius Potgieter Shaun Powell Brendan Powell Sandra Praxmarer Josephine Previte Sharon Purchase Q ...................................... Ali Quazi Guan Cheng Quek Vanessa Quintal R ...................................... Maria Raciti Mohammed Rafiq Syed Rahman Yasmin Raja Abdul Rajesh Rajaguru Arto Rajala B Ramaseshan Giselle Rampersad Melanie Randle Mohammed Razzaque Judy Rex Francisco Ribeiro Ramos James Richard Sam Riethmuller Allison Ringer Thomas Robbert Michele Roberts Nichola Robertson Joonas Rokka Jenni Romaniuk Ratna Roostika Stuart Roper Daniela Rosenstreich Mitchell Ross Stefan Roth Nopporn Ruangwanit Robert Rugimbana Mary Runte Rebekah Russell-Bennett Maria Ryan OLYMPIC PARK, SYDNEY S ...................................... Hossein Sadr Jari Salo Thomas Salzberger Matti Santala Vikki Schaffer Eusebio Scornavacca Jane Scott Nick Scott Harjit Sekhon Necip Sever Mohammad Seyed Shahidul Shahid Riad Shams Tekle Shanka Neeru Sharma Rosemary Sharp Claire Sherman Antonis Simintiras Megan Simpson Gurmeet Singh Felicity Small Dirk Smeesters Rana Sobh Geoffrey Soutar Jian Ming Teng Nic Terblanche Marlize Terblanche-Smit Supathanish Termsnguanwong Edwin Theron Peter Thirkell Megan Thompson Andrew Thompson Ann-Marie Thompson Beverley Thompson Christa Thomsen Maree Thyne Aaron Tkaczynski Dewi Tojib Alastair Tombs Drazena Tomic Mohammad Saleh Torkestani Giang Trinh Matti Tuominen Sven Tuzovic U ...................................... Mark Uncles Olavi Uusitalo Daniela Spanjaard Mark Spence Wendy Spinks Natthawut Srikatanyoo John Stanton Marion Steel Paul Steffens Nicole Stegemann Pavel Strach Helen Stuart Parves Sultan Soma Sur Catherine Sutton-Brady Jill Sweeney Bernhard Swoboda Sharifah Fatimah Syed Ahmad Sharifah Faridah Syed Alwi T ...................................... Mehdi Taghian Geoffrey Tanakinjal Yiming Tang Sully Taulealea Min Teah V ...................................... Fredy Valenzuela Maria van Dessel Katherine van Putten Julian Vieceli Bernard Visperas Andrea Vocino Kevin Voges Michael Volkov Ranjit Voola W ..................................... Gabrielle Walters Steven Ward Anna Watson Cynthia Webster Jay Weerawardena Kate Westberg Mika Westerlund Lyle Wetsch Lesley White Jeryl Whitelock Mark Wickham Samuel Wight Ian Wilkinson - 15 - John Williams Jasmine Williams Hannah Willliams Rince Wind Warat Winit Hume Winzar Katharina Wolf Ada Hiu Kan Wong David Wong Emma Wong Ka-shing Woo Matthew Wood Frances Woodside Owen Wright X ...................................... Ying Xu Y ...................................... Lin Yang Song Yang Yulia Yeni James Yoo Louise Young Ting Yu Kevin Yu Simon Yule Farhat Yusuf Z ...................................... Manir Zaman Moulik Zaveri Anita Zehrer Rosalin Zeltser Olivia Zhang Hongxia Zhang Annie Zhang Anita Zhao Natalina Zlatevska Steffen Zorn Yong Zulina Zubairi ANZMAC 2008, 1-3 DECEMBER - 16 - - 17 - 1900 1800 1730 0900 Time Closes Early Registration ANZMAC Executive Doctoral Workshop Day Two concludes 1800 SUNDAY 30 NOVEMBER 1915 1745 1730 1550 1520 1400 1300 1300 1100 0815 Time Concludes WELCOME PARTY Close of Sessions Concurrent Session Two 1930 Concludes HAPPY HOUR BOOK LAUNCH 1815 1830 ANZMAC AGM Close of Sessions 1715 1710 Concurrent Session Six AFTERNOON TEA 1550 1520 AFTERNOON TEA Industry Lunch LUNCH Concurrent Session Four MORNING TEA Concurrent Session Three TUESDAY 2 DECEMBER 2008 Registration Concurrent Session Five 1400 1250 1250 1110 1040 0900 0815 Time Concurrent Session One AMJ Lunch LUNCH Welcome and Opening Keynote: Stephen Brown Keynote: Phillip Adams Registration MONDAY 1 DECEMBER 2008 ANZMAC 2008 CONFERENCE OVERVIEW 0000 1900 1845 1730 1550 1540 1400 1250 1250 1110 1040 0900 0815 Time Concludes CONFERENCE DINNER Pre-Dinner Drinks Close of Sessions Concurrent Session Ten AFTERNOON TEA Concurrent Session Nine Institutional Members Lunch LUNCH Concurrent Session Eight MORNING TEA Concurrent Session Seven WEDNESDAY 3 DECEMBER 2008 Registration OLYMPIC PARK, SYDNEY ANZMAC 2008, 1-3 DECEMBER GENERAL INFORMATION Location of Sessions The conference sessions will be held in various rooms throughout the Showground Complex as indicated in the program. Speaker Preparation All speakers are reminded to check in their presentations in advance of their timeslot. Please check with the registration desk for technical assistance or the location of your room. All rooms are within close proximity and sign-posted for easy reference. UWS students will be on hand to assist delegates. Mobile Telephones As a courtesy to speakers, mobile telephones are to be turned off within the lecture rooms during all sessions. The exhibition and internet cafe are located in the Southee North Pavillion where all catering will be served. Dress Code Business or smart casual is suggested for all conference sessions and social functions. Registration Desk The registration desk, located in the Foyer of the Southee Pavillion will be serviced each day of the conference at the times shown in the program. Major credit cards will be accepted at the registration desk. Smoking Policy For the comfort and health of attendees, all venues within the Showground Complex are nonsmoking venues. Name Badges Each attendee of the conference will be issued a name badge at registration. The badge is the official pass and must be worn at all times. Messages A notice board will be in the registration area for messages to delegates. Urgent messages may be telephoned to the registration desk on 0418 945 205. - 18 - OLYMPIC PARK, SYDNEY SOCIAL PROGRAM Monday 1 December 2008 WELCOME PARTY – 1730 to 1900 Southee Pavilion, Sydney Showground Please join us for a special opportunity to renew old acquaintances or make some new friends in a relaxed and convivial environment whilst being entertained by a couple of street theatre acts. Cost included in Fulltime Registration (not included for Student Registration) Tickets: A$45 per person (inc GST) Tuesday 2 December 2008 HAPPY HOUR - 1745 to 1845 Southee Pavilion, Sydney Showground A Happy Hour will be held at the conclusion of sessions. Wednesday 3 December 2008 CONFERENCE AWARDS DINNER - 1900 to late ANZ Stadium, Olympic Park, Sydney Showground This evening’s dinner will be the capstone of ANZMAC 2008. Apart from great food, good wine, dancing and prancing, it will also be the occasion at which a host of awards will be presented and in the ANZMAC tradition, the flag handed to next year’s host of the annual conference. Cost included in Fulltime Registration (not included for Student Registration) Tickets: A$110 per person (inc GST) - 19 - ANZMAC 2008, 1-3 DECEMBER THE EXHIBITION STAND 2 ANZMAC 2009 Department of Marketing, Monash University Faculty of Business and Economics PO Box 197 Caufield East VIC 3145 Phone: 03 9903 1535 Contact: Paul Loughran, Department Manager Email: [email protected] www.anzmac2009.org STAND 3 Sony Australia Limited 33/39 Talavera Rd, North Ryde NSW 2113 Phone: 02 9887 6843 Fax: 02 9878 8326 Contact: Giovanni Di Nito, Group Sales Manager Email: [email protected] www.sony.com.au/government STAND 4 Pearson Education Australia Locked Bag 507, Frenchs Forest NSW 2086 Phone: 02 9454 2257 Fax: 02 9453 0073 Contact: Kaitlin Stott, Marketing Coordinator Higher Education Division Email: [email protected] www.pearsoned.com.au STAND 6 Emerald Group Publishing Limited Howard House, Wagon Lane Bingley BD16 1WA UK Phone: +44 1274 785175 Fax: +44 1274 785021 Contact: Richard Whitfield Email: [email protected] www.emeraldinsight.com STAND 7 Tilde University Press PO Box 72, Prahran VIC 3181 Phone: 0414 976 966 Fax: 1300 880 936 Contact: Rick Ryan, Sales Manager Email: [email protected] www.tup.net.au - 20 - OLYMPIC PARK, SYDNEY STAND 10 McGraw-Hill Education Australia & New Zealand Level 2, 82 Waterloo Rd, North Ryde NSW 2113 Phone: 02 9900 1846 Fax: 02 9900 1986 Contact: Nienke Rozendaal, Marketing Coordinator Higher Education Division Email: [email protected] www.mcgraw-hill.com.au STAND 11 Elsevier Ltd Radarweg 29 1043 NX, Amsterdam The Netherlands Phone: +31 20 485 3798 Fax: +31 20 485 3809 Contact: Jolanda Grondman-de Rijk, Exhibitions Email: [email protected] www.elsevier.com STAND 12/13 Cengage Learning Australia Level 7, 80 Dorcas St, South Melbourne VIC 3205 Phone: 03 9685 4233 Contact: Amy Eastman, Product CFoordinator Email: [email protected] www.cengage.com.au STAND 15 Oxford University Press 253 Normanby Rd, South Melbourne VIC 3205 Phone: 03 9934 9179 Fax: 03 9934 9100 Contact: Jess Howard, Assistant Marketing Manager Email: [email protected] www.oup.com.au - 21 - ANZMAC 2008, 1-3 DECEMBER - 22 - OLYMPIC PARK, SYDNEY - 23 - ANZMAC 2008, 1-3 DECEMBER - 24 - ANZMAC 2008 – Abstracts ABSTRACTS KEYNOTE SPEAKER ABSTRACTS ............................................................. 27 TRACK ABSTRACTS (alphabetical presenting author) 1: Advertising/Marketing Communication Issues .................................. 29 2: Branding ...................................................................................... 37 3: Business Relationships and Networks ............................................. 49 4: Complexity Theory and Emergent Phenomena ................................. NA 5: Consumer Behaviour (A) Studies and Fieldwork ................................ 57 6: Consumer Behaviour (B) Conceptual Models and Theories ................. 73 7: Corporate Responsibility, Ethics and Social Responsibility .................. 79 8: Electronic Marketing ...................................................................... 89 9: Entrepreneurship, Innovation and New Product Development ............. 97 10: International and Cross-Cultural Marketing .....................................101 11: Marketing Education .....................................................................111 12: Marketing Metrics ........................................................................121 13: Marketing Research and Research Methodologies .............................123 14: Retailing, Pricing, Distribution Channels, Supply Chain Management, Personal Selling and Sales Management .....................131 15: Services Marketing .......................................................................141 16: Social, Not-For-Profit and Political Marketing ..................................153 17: Sports, Arts, Heritage Marketing and Tourism Marketing ...................167 18: Strategic Marketing and Market Orientation ....................................175 19: Special Track: Macro-Marketing .....................................................181 20: Conference Theme Track: Shifting Focus From Mainstream To Offbeat .................................................................185 Special Tracks .......................................................................................191 AUTHOR INDEX .....................................................................................197 - 25 - ANZMAC 2008 - Abstracts - 26 - ANZMAC 2008 – Keynote KEYNOTE SPEAKER Fail Better! Stephen Brown (University of Ulster) Failure, if not quite the new success, is definitely on the up and up. The everrising tide of business liquidations, personal bankruptcies and house repossessions suggests that failure is the future for many of us, unfortunately. The sub-prime catastrophe in the States, the ignominious collapse of Northern Crock, the rumble of trouble on our High Streets and even the focus on failure in television series like The Apprentice and Dragons’ Den are testament to the widespread sense of impending disaster. The world, so it seems, is ending not with a bang but a credit crunch. Of all the fields where failure prevails, it is perhaps most prevalent in business. Although management gurus constantly chant the mantra of success – how to attain it, how to sustain it, how to unearth it, how to unleash it – the sad reality is that the vast majority of business ventures fail. Most companies collapse, most start-ups stop, most mergers misfire, most innovations implode, most CEOs crater, most R&D founders, most forecasts flub, most new products flatline, most brand extensions stumble, most advertising campaigns are ineffective and most how-to business books are remainder bin filler in waiting. History, however, reveals that it is those who hang in there despite repeated failure, abject failure, heart-wrenching failure who win through to success in the end. Sam Walton was once told that he wasn’t cut out for retailing. Oprah Winfrey was not only unceremoniously sacked from her first job as a newsreader but rudely informed that she had no future in television. Ruth Handler’s breakthrough idea for a busty doll called Barbie was considered downright pornographic and many retail stores refused to handle Handler’s creation. Clarence Birdseye discovered the secret of freezing fish during a trip to the Arctic in 1912, but he suffered twenty years of failure and heartache before he finally broke through the pack ice of consumer resistance to frozen food. Thomas Watson Sr., widely regarded as the greatest businessman of the twentieth century, failed as a farmer, as a butcher, as a sewing machine salesman and as a cash register dealer before he finally came good with IBM. Consider, also, the case of Colonel Harland Saunders, the marketing genius behind KFC, who failed in just about every job imaginable – from mule wrangler to freelance gynaecologist – before he hit upon a method of franchising fried chicken in the 1950s. He was 62 at the time. Business history notwithstanding, what can today’s managers take from such telling tales of failing better? Pessimists will probably infer that, in a world where eight out of ten Hollywood movies fail to break even, and where similar ratios are reported in publishing, music, catering, pharmaceuticals, etc, etc, the chances of success are somewhere between slim and non-existent. Infinitesimal, in fact. - 27 - ANZMAC 2008 - Keynote Happily, comparatively few businesspeople are pessimistically inclined. They can’t afford to be. Indeed, if you don’t truly believe that greatness awaits, then greatness has already left the building, leaving ignominy in charge. Optimists, on the other hand, can take considerable comfort from the fact that even the very best businesspeople stumble repeatedly on the death march to victory. It’s gratifying to know that superstars suffer too. It makes our day-today difficulties, the crushing blows that come with the managerial territory, less calamitous somehow. It makes us realise that defeat is not only par for the course but a vitally necessary learning experience, albeit a painful one. Only those who’ve tasted the bitter brew of failure can imbibe the Bacardi breezer of success without binge drinking their way to disaster. KEYNOTE SPEAKER Marketing - Art Or Science? Method Or Madness? Phillip Adams (Journalist and Radio Presenter) A lifetime practitioner of the 'black arts' of marketing and advertising wonders if they aren't more magical than methodological....if intuition doesn't trump process. Basing his talk on the adage 'data isn't information, information isn't knowledge and knowledge isn't wisdom' he looks at the mystery of creativity in marketing. "All too often we're blinded, even deluded by what seems to be inexorable logic, dismissing the importance of spontaneity and luck in marketing success'. Phillip Adams reveals the secrets of many of our major corporations gives the backstage stories on famous successes and forgotten failures.... - 28 - ANZMAC 2008 – Track 1 TRACK 1: Advertising/Marketing Communication Issues Exploring Customers' Feelings and Responses Toward Relational Ads Richa Agrawal (Mundra Institute of Communications, Ahmedabad) The study introduces the concept of relational ads, describes the same and explores their impact on customers' feelings and responses. It identifies a set of characteristics that distinguish relational ads from other ads through an extant literature review, identifies such ads and uses the same in depth-interviews to gain a good understanding of the feelings and responses evoked in customers when viewing relational ads. Findings from the study reveal that relational ads give rise to the feelings of - care and concern, belief and trust, comfort and security and closeness and bonding among the customers. Integrated Marketing Communication: What are the Barriers to Integration? Catherine Archer (Curtin University of Technology) It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organisations. This is despite the fact that, as in many areas of marketing discourse, there is still no clear accepted definition of IMC. In recent years, some scholars have argued, rather controversially, that in this post-modern world, integration of marketing communication is impossible (Christensen, Torp & Firat 2005). This paper, through a case study of a major Australian health care organisation, goes to the micro-level, observing the struggles to integrate communications, not just in a narrow marketing sense, but across the organisation. By looking deeply inside, this paper offers new insights into the reality of implementing communication programmes in complex organisations. It concludes that calls for flexible integration, while perhaps not the desired normative state proposed by some scholars, may be an achievable option. Measuring the Influence of Emotions on Attitude Toward Sponsors Charles Bal (Université Paris) Pascale G. Quester and Carolin Plewa (University of Adelaide) Sponsorship often relies on consumers' affective response to the property. As a result, sponsors are paying increasing attention to this emotional potential. Although the role of emotions has been discussed in the sponsorship literature, empirical research still lacking about their impact - especially, their valence and intensity - on sponsorship effectiveness. This study addresses this gap by proposing a causal model, incorporating affective variables (emotional intensity and valence) within an emotional process (transfer of affect). Data from a pilot study (n=143), undertaken during Australian Open 2008, confirm the centrality of emotions in the sponsorship persuasion process, for two of the four studied brands. - 29 - ANZMAC 2008 – Track 1 Personal Acquaintance Measure: Distinguishing Among Friends and Good and Bad Customers Colin Campbell and Leyland Pitt (Simon Fraser University) Deon Nel (Deakin University) Nic S Terblanche (University of Stellenbosch) Evidence from social psychology confirms that strong relationships are founded on deep knowledge of others gained over long periods after sharing personal information. The existence, benefit, and management of relationships are also topics of increasing interest in Marketing. This paper reports on the results of a study of sales person's assessments of their personal acquaintance with friends and customers. The results indicate that personal acquaintance as a construct and its measure can be successfully employed in a business context and can be used to distinguish among friends and good and bad customers. The findings open the way for the use of the construct in the development of marketing theory. Limitations are noted and recommendations for future research are made. A Closer Look at TV's Desirable Audience: The Light TV Viewer Melanie Ceber, Byron Sharp and Rachel Kennedy (University of South Australia) It is suggested light TV viewers are attractive to advertisers and media planners because of their demographic characteristics. While the light TV viewer has been considered one of the 'hot topics' amongst industry practitioners, little empirical work has been done in this field. This study uses data collected from 55,000 faceto-face interviews, to determine whether the profile of light TV viewers is really more attractive than the general population. This study finds that light TV viewers form a large segment of the population (approx 1/3rd) and supports prior research in terms of light viewers wealth, education and propensity to spend. Thus, while the light TV viewer might be more difficult and expensive to reach, these findings support that they are a desirable segment of the population worth the extra effort Communication Strategies to Respond to Criticism Against Controversial Advertising: Evidences from Thailand Suwichit Sean Chaidaroon (The University of Sydney) Kawpong Polyorat (Khon Kaen University, Thailand) This paper argues that even though controversial advertising can result in negative outcomes, there are occasions where controversial advertising benefits marketers, consumers, and publics at large. Therefore, marketers who decide to use controversial ads in their campaign need to be prepared to respond to unexpected situation. Thus this paper discusses legitimisation of controversial ads. It also presents Image Restoration Strategies marketers can use to justify their use of controversial ads followed by some illustrative cases from Thailand. Finally, questions for future research on this topic are provided. - 30 - ANZMAC 2008 – Track 1 What is and isn't product placement? Margaret Craig-Lees (AUT University) Jane Scott (University of New South Wales) What is and what is not product placement is ambiguous. It is associated with activities such as sponsorship, endorsement and plugs and analogous to advertainment, advergaming, branded entertainment and stealth/covert marketing. Historically, product placement is associated with the practice of embedding brands/products in story content, ostensibly to enhance that content. This paper argues that sponsorship, endorsement, plug and stealth/covert marketing are qualitatively different activities and engender different audience processing responses. We also discuss the Hudson and Hudson (2006) definition, and the relationship between advertainment and product placement is clarified. Sponsorship Assets Development Stephen Dann (The Australian National University) Sponsorships are created through a partnership of sponsors and the sponsored organizations creating a virtual asset that can be used by either party to achieve organizational goals. The paper outlines elements of the business to business side of sponsorships in an effort to address the lesser emphasis on the B2B elements of sponsorship theory and practice. The paper outlines a conceptual model of the sponsor and sponsored property B2B relationship required to create a sponsorship asset. Advertising Agency Engagement and Regulatory Empowerment in the World of New Media Sonia Dickinson (Curtin University) David Waller (University of Technology, Sydney) Gayle Kerr (Queensland University of Technology) Kathy Mortimer (Auckland University of Technology) This paper examines how the proliferation of new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser empowerment in a new media environment, given that an advertiser can still show offensive advertising online via new media despite a ban by the self regulatory board in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of their empowerment and to answer the related research question. Findings suggest that advertisers are aware that while new media sanctions controversial executions beyond those permitted by regulatory authorities, they are still guided by ethical discretion. This is moderated by client, product category, agency, and their personal ethics and therefore, and they do not function without restraint. - 31 - ANZMAC 2008 – Track 1 Revisiting the Blurring Practices Between Editorials and Advertising Stephen Dix and Ian Phau (Curtin University of Technology) This study aims to compare the perceptions of agencies, advertisers and media consumers on the blurring practices commonly used to confuse editorial and advertising. The findings did not substantiate the concerns that the blurring content is misleading to the players in the industry. Advertisers and agencies showed significantly positive attitudes towards blurring practices. It is also revealed that there are little significant differences for the attitudes towards regulation of blurring practices between the three sample groups. However, there are differences in perception across sample groups towards the specific blurring practices. Further managerial implications were provided to better allow advertisers and agencies a guide to shifts in the perceived role of blurring practices in advertising across a fifteen year period. The Influence of Porter's Generic Strategies on the Success of Internet Marketing Roger Michael Elliott (University of Fort Hare) One way of distinguishing between small tourism businesses is to consider their strategic positioning. The focus of this study is to identify the impact of the strategic positions adopted by small South African tourism businesses on the success of their use of the Internet for marketing. If these factors can be identified, this will allow existing and emerging small businesses to access markets and retain customers more easily. The results indicate that there is a positive relationship between firms which have taken a cost leadership or differentiation strategic position and Internet marketing success. Adverse Sponsorship Effects: Observations and Remedies Reinhard Grohs and Heribet Reisinger (University of Vienna) David Woisetschläger (University of Dortmund) A key sponsorship objective is to improve consumer attitudes towards the sponsor brand. However, joint sponsorships of rival sport teams, sponsorships of controversial activities or groups, and negative headlines on sponsored events increasingly confuse consumers. This study uses balance theory to predict how attitudes towards sponsors are negatively affected by disliking of the sponsor object. Next, means of counteracting negative sponsorship effects are investigated. An empirical study on sponsorships of two rival soccer teams confirms that fans of a soccer team evaluate sponsors of an opposing team significantly worse compared with a neutral control group. Sponsors can attenuate these negative attitudes by shifting the focus of the sponsorship on aspects that are valued positively by the fans. They need to keep in mind, however, that counterbalancing is more difficult to achieve if fans are highly involved with the team. - 32 - ANZMAC 2008 – Track 1 Advertising and Word-of-Mouth: Relative and Interactive Effects on Television Audience Draw Nicole Hartnett and Jenni Romaniuk (University of South Australia) As integrated marketing communications are becoming the norm rather than the exception, more knowledge is required on how different communicative platforms interact. This research investigates how advertising and positive word-of-mouth (PWOM) interact and impact upon people's likelihood of viewing new season television programs. Findings indicate that PWOM has twice the influence of advertising at the individual level, but due to advertising's larger reach; advertising has a greater influence on recruiting audience members at market level. Amongst respondents exposed to both mediums, interactive effects were evident, suggesting that advertising exposure additional to (more influential) PWOM is still beneficial in increasing people's likelihood of viewership. Advertising Avoidance in the Online Social Networking Environment Louise Kelly (Queensland University of Technology) This exploratory study uses qualitative research methods to investigate advertising avoidance in the online social networking environment. Focus group studies and in-depth interviews were conducted with a sample group consisting of male and female teenagers. A model of advertising avoidance is presented, which suggests that advertising in the online social networking environment is more likely to be avoided if the consumer has an expectation of a negative experience, if the advertising is not relevant to the consumer, if the consumer is sceptical towards the advertising message or if the consumer is sceptical towards the advertising medium. Perceptions of a 'Sponsored-Property' by Employees of the Sponsor: An Exploratory Study Aila Khan and John Stanton (University of Western Sydney) Studies of corporate sponsorship mostly emphasise relationships between the sponsor, its sponsored property and consumer perceptions. The effects on sponsors' employees are far less researched. This paper contributes to understanding how sponsorship can impact on the sponsoring employees' interaction with the property (the event, organisation, person or object sponsored). Four hypotheses link SME employees' general beliefs and attitudes towards sponsorship with their employer-specific attitudes and two dependent variables measuring identification with the property. Results of survey support the hypotheses, their acceptance suggesting additional potential benefits that may flow from sponsorship activity. - 33 - ANZMAC 2008 – Track 1 Not all WOM is Created Equal: The Role of Dampeners and Magnifiers Bodo Lang (Manukau Institute of Technology) While word of mouth communication (WOM) has been heralded for its persuasiveness, one of its potential weaknesses is its reach. This is likely to be one of the factors that has contributed towards its status as an offbeat, rather than a mainstream communications tool. This paper explores consumers' realworld reasons why some WOM is shared extensively while other WOM is not. Three factors are identified that impact on consumers WOM activity: The general popularity of a topic, whether the topic is relevant to many people or a narrow niche, and the appropriateness of the topic at a given time. Impact of Celebrities on Brand Decisions of Hong Kong University Students Peter Ling and Gee Ching Elaine Wong (Edith Cowan University) Few studies on celebrity endorsements have focused on Hong Kong, a city famous for Asian and Hollywood celebrities. Research has explored celebrity credibility, attractiveness, product fit, meaning transfer, and celebrity impact on brands or consumers but these have largely been on Western cultures. This study through a survey questionnaire explores celebrity influences on brand decisions of 129 Hong Kong university students. The study found that Hong Kong actors and singers do influence Hong Kong students on brand decisions. Future research can investigate the impact of Hong Kong celebrities on ethnic Chinese in China, Taiwan, Singapore, and Malaysia. Word of Mouth (WOM) and Fundamental Attribution Error: External Influencing factors and a Research Agenda Dan Lui and Adrian Payne (University of New South Wales) As a form of person-to-person communication, Word of Mouth (WOM) is receiving increased attention. However, its conceptualizations are still simplistic (Mazzarol et al., 2007). One key issue is that prior research focuses mainly on the internal causes relating to its generation and effectiveness, whilst external factors are largely unattended. Much of this research may not take into account 'Fundamental Attribution Error' (Ross, 1977). This paper fills a gap in the literature by taking a different perspective on WOM research through the identification and exploration of a series of situational factors that have not been fully studied. It is proposed that situation of social surroundings, competition, antecedent states and temporal effects constitute circumstances where research of WOM generation needs to be undertaken. Source consensus, brand name strength and timing are proposed as areas where the effectiveness of WOM needs to be considered. Future research and managerial implications are discussed. - 34 - ANZMAC 2008 – Track 1 Exploring Existential Guilt Appeals in the Context of Charitable Advertisements Michael Lwin (Curtin University of Technology) This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision's ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed. Guilt Appeals in Advertising: The Mediating Roles of Inferences of Manipulative Intent and Attitude Towards Advertising Michael Lwin and Ian Phau (Curtin University of Technology) Guilt appeal has always been studied as a unified construct, literature however identifies three classifications of guilt namely, anticipatory, reactive and existential guilt, and this has left limiting our understanding of guilt appeals in advertising. This appeal is increasingly important for advertisers, due to changes in the Australian demographics, family lifestyles and societal values. These alterations have led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed. Exploring the Message Characteristics of Word-of-Mouth: A Study in a Services Context Jill Sweeney, Geoffrey N. Soutar, Tim Mazzarol (University of Western Australia) Organizations are continually striving for new ways to achieve and retain a competitive edge while, simultaneously, customers are becoming increasingly discerning and demanding and have more choice. Further, recent research has shown consumers are less attentive to traditional advertising (Urban, 2004; McDonnell, 2005), leading many organisations to reduce advertising expenditure. In this context, word-of-mouth (WOM) provides a new approach to marketing communication (First International Conference on Word-of-Mouth, 2005). WOM is not a new idea. Indeed, over forty years ago, Dichter (1966) discussed motivations for WOM 'speakers' and 'listeners'. Despite a recent surge in interest in WOM, there has been very little empirical research into the message style itself. The study offers a new perspective on WOM measurement and offers suggestions for future research, as well as practical implications for service providers. - 35 - ANZMAC 2008 – Track 1 Amplified Voices, But They Are Speaking to the Wrong People. Why The Complaint System For Unacceptable Advertising in Australia is Not Working. Katherine Van Putten and Sandra Jones (University of Wollongong) This study highlights the lack of public awareness of the role of the Advertising Standards Board (ASB) in the process of handling complaints about unacceptable advertising in Australia. Results show that only a small proportion of Australian adults knew that the ASB are the appropriate complaints handling body. This lack of awareness is evident even among those who have made a complaint about advertising (that is, to another, less appropriate body). This highlights the need for an immediate education campaign to inform the general public who to make a complaint about inappropriate advertising to, and also how to make a complaint. By empowering the general public in relation to this issue, there is the potential to have a complaints handling system that is accessible and equitable to all members of the community. The Relationship Between Visionary and Emotional Responses to Print Advertising Gabrielle Walters (Monash University) Beverly Sparks and Carmel Herington (Griffith University) This paper empirically tests the relationship between a consumer's ad evoked imagery, referred to as Consumption Vision, and their subsequent emotional response. A convenience sample of 180 3rd year University students was recruited for the purposes of this investigation. A Pearson product correlation reveals a strong positive relationship between the extent to which the participants elaborated on their consumption vision, the quality of their consumption vision and their emotional response to the tourism product featured in the advertisement. Real Beauty: But at What Cost to Marketing? Body Image and Source Credibility Effects of Realistic Models in Singapore Bill Chitty, Steven Ward, Jeff Siaw and Aloysius Lee (Murdoch University) An experimental study of female Singaporean respondents found that the media portrayal of more fuller, curvaceous feminine body shapes increased a desire for that shape rather than a thinner shape as was the case in most studies on body image. Responsible marketers may consider more realistic body shapes of women to have a positive effect on self comparison, but there seems to be no advantage in promoting source attractiveness or brand attitude. Ethnic background of the model, Chinese versus Western was not found to influence the results. - 36 - ANZMAC 2008 – Track 2 TRACK 2: Branding Corporate Branding Research (1996-2007): an Academic Literature Review and Classification Mari Ahonen (University of Oulu) The paper clarifies the stage of academic corporate branding studies by taking an extensive look into the corporate branding literature published online between 1996-2007. A range of online databases were searched to provide a comprehensive listing of academic journal articles on corporate branding. 117 articles from 28 journals was found and classified. The paper suggests new classification categories for corporate branding studies and presents a classification of the articles. The process was independently verified. This might be the first identifiable extensive academic literature review of corporate branding research. The Corporate Character Scale in the Finnish Military Context Mari Ahonen, Jouni Juntunen (University of Oulu), Vesa Autere (National Defence University) and Timo Saarinen (Karelian Brigade) A corporate character scale (Davies et al. 2004) is one of the most recent attempts to measure corporate brand personality. Lately the scale is widely used even though the validation of measurement scales is not always unambiguously reported. In this study the validity of corporate character scale is tested in the context of military forces with help of second order confirmatory factor analysis. The study revealed that the extensive model is not as good as possible, but the first order factors are valid enough to measure brand personality of a military organization. In so doing, the findings confirm that the original model of Davies et al. (2004) is well-designed. Brand Love: Conceptualization and Measurement Noel Albert (Wesford Grenoble & University of Grenoble), Dwight Merunka (University Paul Cézanne Aix-Marseille & EUROMED Marseille School of Management) and Pierre Valette-Florence (University of Grenoble) We develop and test a new brand love scale made of seven first order dimensions (Intimacy, Dream, Duration, Memories, Uniqueness, Idealization and Pleasure) and two second order dimensions (Affection and Passion). The two second order dimensions are notably consistent with interpersonal love studies in social psychology and neuroscience. Scale's reliability and validity are satisfactory. Finally, the brand love scale is linked to two dependent constructs (loyalty and positive word-of-mouth). Results indicate that brand passion influences positive word of mouth and that brand affection determines brand loyalty. This demonstrates nomological validity and furnishes interesting managerial implications. - 37 - ANZMAC 2008 – Track 2 A Conceptual Analysis of the Effects of Product Prototypicality on Brand Resonance in Brand Extensions Michael Baird and Ian Phau (Curtin University) Brand prototypicality is an area that has had limited research in the past. With brand extensions becoming more and more relevant in the market, it is important to know how prototypical brands can extend their brand. Further, there is a lack of research that examines brand resonance, specifically in regards to prototypicality. Thus, this study will examine the prototypicality on brand resonance of brand extensions. The study has three overriding research questions, as follows; 1) What impact does congruency of extension fit and parent brand prototypicality have on the enhancement or dilution of brand resonance, 2) To what extent does consumers' level of motivation processing moderate the enhancement or dilution of brand resonance, and 3) How does a functional (symbolic) parent brand influence the congruency of extension fit, parent brand prototypicality, and the moderating role of motivation processing on the enhancement or dilution of brand resonance. Brand Consideration by Customers with Different Brand Usage Levels Svetlana Bogomolova (University of South Australia) This research shows that customers who say they would consider the brand but differ in their brand usage levels also differ in their overall brand evaluation and propensity to give positive and negative associations. Those who have no prior brand experience (never tried the brand) differ slightly in their overall brand evaluation, depending on whether they would consider or not the brand, but have equal propensity to give positive and negative associations. However, those who had prior brand experience (current and lapsed customers) differ significantly in all three dimensions that correspond with their brand consideration. The paper suggests that controlling for usage in brand consideration measures is essential for estimating likely future response to the brand. An Investigation of Corporate Image, Customer Satisfaction and Loyalty – More than Just Monkey Business Joanna Minkiewicz, Jody Evans, (Melbourne Business School), Kerrie Bridson, (Deakin University), Felix Mavondo, (Monash University) Prior research into corporate branding, of which corporate image is a key construct, has focused primarily on products. There has, however, been limited academic research focusing on corporate branding in the leisure services sector. However, in an increasingly competitive environment, leisure services need to treat branding and image management as more than just “monkey business”. This study addresses this by developing a model and empirically testing the relationships between corporate image, the dimensions of corporate image, customer satisfaction and loyalty in the context of a Zoological garden. As predicted, a strong relationship was found between corporate image, customer satisfaction and customer loyalty. Our results also suggest that three dimensions of corporate image (adventure, mission/vision and agreeableness) explain a significant proportion of the variance in satisfaction and loyalty. - 38 - ANZMAC 2008 – Track 2 Analysing the Impact of Buyers' Personality Constructs on the Market Structure of Brands Polymeros Chrysochou, Athanasios Kyystallis (Aarhus School of Business) and Cam Rungie (University of South Australia) In order to operationalize brand loyalty, various models have been applied that estimate brand measures and further describe patterns and the structure of the markets. Well known models in this area are the Dirichlet-NBD model and the Bass model. Despite major advancements to those models, it is still unknown how buyers' characteristics and psychographics influence actual brand measures and the overall market structure. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. Aim of this paper is to provide an approach of estimating the effect that various personality constructs have on brand measures and overall market structure through revealed preference data. The Role of Lawfulness and Legality Toward Purchasing. Counterfeits of Luxury Brands Stephen Dix and Ian Phau (Curtin University of Technology) This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non- buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Further managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands. Brand Strategy: The Stormers' Case Charlene Gerber and Nic Terblanche (University of Stellenbosch) South Africa has a proud rugby tradition. With the beginning of the Super 12 (now Super 14), South African rugby franchises were presented with new brand building opportunities. Branding strategies are concerned with how brand identities are employed across the products of organisations. The Stormers brand strategy was designed to communicate a different image to that from the traditional Western Province brand strategy. The aim was to communicate a trendier brand that would also attract younger, as well as more female and coloured supporters. This paper investigates the brand identities of the Stormers brand. It was found that the brand is trendier and attracts younger supporters, but did not have more female and coloured supporters compared to that of the well established Western Province brand. - 39 - ANZMAC 2008 – Track 2 Line Extension Dilution Effects on the Flagship Product: A Re-examination Mark S. Glynn and Lars Sandhaug (AUT University) We investigate the line extension dilution effects of an inconsistent line extension on a flagship product. A flagship product is one that consumers most readily associate with the parent brand within a product range. This experiment replicates and extends the study conducted by John, Loken and Joiner (1998) using a different brand and a different product category. Three hypotheses predict the dilution of beliefs of the parent brand, the flagship product and two other products (also under the parent brand) following the introduction of an inconsistent line extension. The results show that both the parent and product brands' beliefs were diluted when subjects were given information about the inconsistent extension. However in contrast to the findings from the original study, the flagship product beliefs were not diluted. Is Brand Distinctiveness a Separate Facet of Brand Knowledge? Nicole Hartnett and Jenni Romaniuk (University of South Australia) Traditionally brand knowledge is measured using image attribute associations in brand equity research. More recently, attention has moved to distinctive brand elements, which are elements other than the brand name, such as colour, logos or characters that can identify the brand. We compare consumer image knowledge of traditional brand associations (e.g., good value, high quality) to knowledge of distinctive elements to determine how they interlink in consumer memory. Findings suggest that brand distinctiveness is a separate facet of brand knowledge, requiring specific marketing strategies to develop this knowledge type. Furthermore, unlike for image attributes, usage is not a prerequisite for distinctive knowledge in that non-users are often just as knowledgeable about brand distinctive assets as brand users. This has implications for the role that distinctive assets play in consumer choice. Attachment to Human Brands: Opinions of Celebrities Endorsing Multiple Brands Jasmina Ilicic and Cynthia M. Webster (Macquarie University) This study examines the impact that consumer-human brand attachment has on opinions of celebrities as endorsers of multiple brands. A 2 x 2 factorial design manipulated attachment strength to the celebrity and endorsement situation. Results found human brand attachment significantly affects consumers' opinions of celebrities, with no significant effect for endorsement situation. Findings suggest that when consumers feel attached to a celebrity and view that celebrity endorsing multiple brands, their opinions of the celebrity tend to remain positive. As such, human brands and their managers would benefit from understanding the personal, relational and situational factors that encourage consumers' feelings of attachment. - 40 - ANZMAC 2008 – Track 2 Examining Employee Disparity in Response to Brand Knowledge Ceridwyn King and Debra Grace (Griffith University) The significance of employee behaviour influencing consumer brand perceptions has fuelled the emergence of internal brand management in both practioner and academic arenas. The premise being that employee brand awareness enhances their ability to deliver the brand promise. Awareness requires the dissemination of brand knowledge, while delivering the promise requires employee confidence with respect to their roles and responsibilities. Such confidence is represented here as role clarity and brand commitment. However, group dynamics reflect a diversity of roles, which, in turn, influence responses to stimuli. Therefore, this study examines the effects of brand knowledge dissemination on employees' role clarity and brand commitment. In particular, investigation of the impact hierarchical roles has on an employee's response to internal brand management practices. The results suggest the employee market is not homogenous in their responses. Therefore, organisations expectations of employees as well as allocation of internal brand management resources should reflect this diversity. Product Recall and Future Choices Con Korkofingas and Lawrence Ang (Macquarie University) Major product recall incidents involving established brands over the last few years have increased markedly. Although the direct costs have been evaluated in these cases (typically in the millions) the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. Although many case studies and some limited theoretical research have examined the impact of product recall on some of the above measures, there does not appear to be a framework that can be useful for generalisation. This paper applies a simulated multi-stage choice based experiment to assess the impact of hypothetical product recall experiences on brand equity measures and importantly future brand choice. Contrary to existing evidence we find that product recall experience has greater negative impacts for established strong brands than weaker non-established brands. Additionally, attributes of product recall such as the seriousness of the problem and speed of initial action impact on pre and post recall differences in consumer evaluations of brand equity. Differences in brand equity evaluations for the established strong brand significantly impact on post recall choice. - 41 - ANZMAC 2008 – Track 2 Developing Brand Identification and Brand Loyalty Sven Kuenzel (University of Greenwich) and Sue Vaux Halliday (University of Surrey) Most managers strive to achieve a high level of brand loyalty in order to make their organisations more successful. Consequently numerous studies have examined how consumers develop loyalty towards brands. Nonetheless an area that has been almost entirely neglected by previous brand loyalty studies is brand identification. This study investigated important antecedents of brand identification and how brand identification influenced brand loyalty. Structural equation modeling with LISREL 8.8 and the maximum likelihood (ML) method was used to examine those relationships. The study provides important managerial and theoretical implications. Is More Less or Less More? A Study of Radio Station Market Shares Gavin Lees (Victoria University) Paper presented in Track 13: Marketing Research and Research Methodologies Most radio stations are, through increased promotions and program formatting, specifically targeting 'heavy' radio listeners (List 2003). Yet the Dirichlet (Goodhardt, Ehrenberg and Chatfield 1984) model of consumer behaviour predicts that market shares will be the same irrespective of whether the consumer is a heavy consumer of that product class or not. This paper reports the findings of a study that looked at the market shares of radio stations by 'heavy' and 'medium/light' radio listeners. While for 10 of the 12 radio stations there was no significant difference between the market shares of 'heavy' and 'medium/light' radio listeners, two radio stations had significant differences in market share based on listener consumption. It was also noted there were specific differences between talk and music based stations. However, irrespective of its format, this means that if a radio station wants to increase its share of heavy radio listeners it will do so by both increasing its cumulative audience and its existing listeners' share of category requirements. As it both increases its own listener's share of category requirements and attracts more listeners this in turn will also attract more heavy listeners. The Effects of Brand Relationship on Brand Consideration and Brand Equity for Services Lai-Cheung Leung (Lingnan University, Hong Kong) and Ursula-Sigrid Bougoure (Queensland University of Technology) Developing a consumer-brand relationship has been proposed in recent years to better understand consumer behaviour at the branding level. The present study links this recent development with a consumer's brand choice in a given service category. The consideration set is identified as a key concept in defining a consumer's brand choice. The effects of brand relationship on consideration set membership and size are examined in this study via a conceptual model with four hypotheses developed. The model and hypotheses were tested on a sample of survey data with reasonable empirical support gained. Marketing implications and future research directions are discussed at the end of this paper. - 42 - ANZMAC 2008 – Track 2 Mediating Role of Brand Equity in the Marketing - Sales and Business Performance Relationship Hanny Nasution, Ken Grant and Felix Mavondo (Monash University) Brand equity has been widely examined in its relationship with business performance; however, it has received little research attention as mediator in the marketing, sales, and business performance relationship. This study investigates whether brand equity plays a significant mediating role in the relationship between marketing, sales, and business performance; and it examines which functions of marketing and sales are shown to be a stronger predictor of business performance. A mail survey was used to collect data from 255 marketing managers across Australia. The results indicate that marketing activities and salesforce performance have significant impact on business performance through building brand equity. The findings further suggest that salesforce performance appears to be a slightly stronger driver of brand equity than marketing, which subsequently leads to business performance, than marketing. The Nature and Incidence of the Rejection of Private Labels Magda Nenycz-Thiel and Jenni Romaniuk (University of South Australia) In this paper we compared the rejection of private labels with national brands. We found that non-users of private labels were three times more likely to reject a private label than non-users of national brands were to reject a national brand. Further about 20% of private labels non-users rejected all private labels in a category. This is likely to be due to a spill-over effect from the value tier private labels. While the main reason for rejection of private labels was low perceived quality, national brands were rejected primarily because of negative past experience with a brand. Brand Personality Impressions and Brand Relationship Quality in Vietnam Nguyen Dinh Tho (University of Econonics, HCM City and University of Technology), Nguyen Thi Mai Trang (Vietnam National University, HCM City) and Nguyen Dong Phong (University of Economics, HCM City) This study examines the impact of brand personality impressions on brand relationship quality in a transition market, Vietnam. It also explores the role of consumer attitudes toward advertising and public relations in brand personality impressions and brand relationship quality. A test based on a sample of 477 consumers in Ho Chi Minh City, Vietnam, reveals that brand personality impressions have a positive impact on brand relationship quality. In addition, attitude toward public relations has positive impacts on both brand personality impressions and brand relationship quality. Finally, attitude toward advertising has a positive impact on brand personality impressions but not on brand relationship quality. These findings suggest that brand personality impressions play an important role in building brand-customer relationships. - 43 - ANZMAC 2008 – Track 2 Toy Stories - The Strategic Use of Narratives in the Branding of Traditional Toys Brett Plagens (Queensland University of Technology), Robert Rugimbana (Tshwane University of Technology) and Jon Silver (Queensland University of Technology) It is well known in the toy entertainment industry that children have a strong relationship with the characters and stories of various well known entertainment property toy brands (e.g. Mattel 2005; Pecora 1998; Miller 1998; Cross 1997). This paper presents branding insights and findings from a content analysis of ten highly successful toy story brand narratives that featured in children's television programs and movies. This study argues that a toy story's character personality is related to their on-screen action performance. By implication in branding terms, this implies that narrative brands with relatively inferior product-based performance abilities or attributes can still take audience share by focusing heavily on developing a highly distinctive and likable brand personality that clearly narrates strongly supporting brand values within the plot of a television program or motion picture. Employee Participation in Ethical Value Setting and the Corporate Brand Shaun Powell, Mark Davies and Danielle Norton (Heriot Watt University) Two case studies within the oil industry investigate the benefit of employee participation in ethical value setting, as a way of improving employee affective commitment and socially responsible behaviour that is aligned with the ethical values set out in the corporate brand. An online questionnaire was designed exploring commitment and empowerment with 107 employees. Findings indicate that employee participation in ethical value setting within these organizations is beneficial for both employees and the corporate brand. Negative Influences Upon Brand Evaluations: The Litter Effect Stuart Roper (Manchester Business School, UK), Cathy Parker (Manchester Metropolitan University) and Michael Boznjak (Free University of Bolzanoand) There is a considerable body of work available on branding and within this field, the exploration of achieving a positive brand image for a product or service. There is, however, very little academic work related to negative brand evaluation. This paper considers the negative influences upon consumer brand evaluations. Improper disposal of the brand (an uncontrollable factor) may damage the positive imagery provided by the brand manager. A pre-test experiment (n=417) and an experiment (n=1,500) were conducted using a fictitious brand of energy drink. Results show that attitudes towards the brand, purchase intentions and brand personality dimensions (positive and negative) are all negatively affected by the brand being seen in an incongruent (litter) context. - 44 - ANZMAC 2008 – Track 2 Corporate Identity and Corporate Brand Alignment: The Strategic Positioning of British Airways in the 20th Century John M.T. Balmer (Brunel University), Helen Stuart (Australian Catholic University) and Stephen A. Greyser (Harvard University) In this paper we explain the utility of adopting an identity-based view of the corporation using the diagnostic tool of identity management outlined in this article, "The ACID Test". Using British Airways (BA) as an extensive case history we scrutinize and explicate how BA's senior executives intuitively adopted an identity-based perspective as part of the strategic management of the carrier. Our analysis is corroborated by insights from the former CEO of British Airways, Lord Marshall, and also draws on our long-time association with his predecessor, Lord King. The overriding message from our work is that calibrating the multiple identities of the corporation is a critical dimension of strategic management. Relevance of Corporate Branding in the FMCG Sector Bernhard Swoboda, Markus Meierer, Bettina Berg (University of Trier) and Hanna Schramm-Klein (Saarland University) An internationally standardized corporate brand may be perceived differently by individual consumers, resulting in differences in their intended buying behaviour. In particular, this fact gains more and more importance in the FMCG sector, where a growing number firms use corporate branding as an endorsement to their product brands. Nevertheless, little attention has been given to the reciprocity between corporate brand and the corresponding product brands. We are able to show that these effects as well as their impact on the intended buying behaviour of consumers vary considerably between countries and must be taken into account in international brand management. Image of Business Schools: a Malaysian Perspective Sharifah Faridah Syed Alwi (University of Malaya, Malaysia) and Philip Kitchen (Hull University, United Kingdom) The increasing number of business schools in Malaysia has led to competitive pressures to attract the best students from both national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their image in terms of university rankings as well as be seen to be the top business school in the country. The current study, thus, focuses on the branding of Malaysian business schools. Specifically, the study investigates the impact of several attributes (functional, technical quality and innovativeness) on satisfaction and, subsequently, upon institution (or brand) reputation and loyalty. This study is informed by 417 responses from MBA students attending three Malaysian business schools. Results indicate full mediation among technical quality, innovativeness and brand reputation while functional attributes have only a partial effect. The practical contribution of the study and its managerial implications lie in the domain of strategic direction and positioning of brand reputation in a higher education context. - 45 - ANZMAC 2008 – Track 2 The Influence of Personality Factors on Attitudes Towards Counterfeiting of Luxury Brands and Purchase Intention Min Teah and Ian Phau (Curtin University of Technology) This paper examines how personality factors influence attitudes towards counterfeiting of luxury brands and purchase intention. Attitudes towards counterfeiting of luxury brands is found to influence purchase intention. A factor analysis of the scale "attitudes towards counterfeiting of luxury brands" revealed two factors, which are namely "perceptions of counterfeits" and "social consequences". Status consumption and integrity are strong influencers of purchase intention, whereas personal gratification, value consciousness, and novelty seeking had weaker influencing relationships. The research findings can be used to formulate strategies to better counter counterfeiting. Franchising: A Pull Strategy to International Expansion Megan Thompson (University of Western Sydney) Paper presented in Track 10: International and Cross Cultural Marketing Business franchising is a mode of entry into international markets that seeks to replicate a packaged business franchise system usually developed within a domestic market. This paper examines how four Australian retail business franchising brands expanded internationally. The aim was to better understand how franchises, apparently not well known outside their domestic market, found international partners. Based on twelve interviews with principals of the four sets of dyads, it was found that that the brand name was the key asset attracting potential international franchisees. The process was one of pull, with potential international partners seeking the franchise to enter into a specific market. The Australian franchise companies did not actively search for international markets. Brand reputation and prior domestic success were key elements attracting potential international partners. Primacy and Recency Effects for the Recall of Brands Across Three Product Categories Julian M. Vieceli and Robin N. Shaw (Deakin University) The effect of the first brand recalled compared to later brand name recall has been explored in this research. In category cued recall events, the first brand recalled has greater linkages to associations in memory, and is a brand to which consumers are disposed more positively. In addition, the first brand recalled does not inhibit recall of competing brands, but has a facilitating effect on the number, positiveness and uniqueness of associations to the brand name. This concept was explored across three product categories: that of a fast-moving consumer good, a service and a durable. In addition, the first brand recalled was related to the last brand purchased for the services category. - 46 - ANZMAC 2008 – Track 2 Global Brand Image Strategies in the Creative Industries Developing a Scale for Measurement From the Consumer Perspective Jeryl Whitelock and Fernando Fastoso (Bradford University School of Management) A recent review of the international branding literature found that past research in the area was heavily based on the study of fast-moving-consumer-goods (FMCG). Hence, it was suggested that theoretical knowledge advancement should be sought by expanding existing knowledge into new substantive settings. The study proposed here follows this call by studying global brands in the context of the creative industries, focussing specifically on the performing arts context. Its main objective is to develop a scale for measuring the brand image strategies construct as it is perceived by consumers. The Relationship of Recency/Frequency of Usage and Brand Awareness Measures Samuel Wight and Jenni Romaniuk (Ehrenberg-Bass Institute) In this research, we examined the relationship between brand usage and the three most common brand awareness measures, top of mind, unaided and aided. Our findings show that all the measures are affected by usage (to varying degrees). We broke usage into two separate factors recency and frequency. The results showed that only measures that rely on memory (in contrast to stimulus) were affected by the recency and frequency of usage. Across the memory-based measures, the easier the measure, the less frequency/recency had an effect. When we compared recency to frequency we found that respondents often mention the same brand. However when they didn't respondents recalled brands used recently and frequently more than brands only used recently but only top of mind awareness. This research helps marketers to further understand the affect of usage variables across brand awareness measures. Determinants of Brand Extension Success: A Case of E-Brand Extensions in Taiwan Song Yang and Wan Li Yen (University of South Australia) Based on the survey data collected from university students in Taiwan, the research has examined the effects of commonly used and unique determinants of brand extension success for online media products. Six factors (perceived quality, social responsibility, perceived value, brand emotional experience consumer innovativeness and customer satisfaction) have been statistically confirmed as the significant success antecedents for online e-brand extension. The customer satisfaction has been found to play not only a direct but also a mediating role in the brand extensions success. The results derived from this study generate insights into our understanding of e-brand extensions and could be used as guidelines for managers in Taiwan when considering launching new products online. - 47 - ANZMAC 2008 – Track 2 - 48 - ANZMAC 2008 – Track 3 TRACK 3:- Business Relationships and Networks Factors affecting Choice of Alliance Structure in Destination Marketing Sushma S. Bhat (Auckland University of Technology) The focus of previous research into cooperation in strategic alliances has largely been through studies of dyadic alliances in the manufacturing and technology sectors. There are relatively few studies of strategic alliances in the service sectors and more specifically in tourism. The case of the development of www.purenz.com is used to study the dynamics of inter-organisational cooperation in destination marketing. Primary data was collected through indepth interviews of industry members involved in the process of establishing and managing this website between the years 1999 and 2006. This research finds that one of the key issues to emerge from earlier studies of strategic alliances i.e. the form of cooperation is considerably influenced and moderated by the existing tourism network structure. Does Organizational Culture influence CRM Outcomes? Reiny Iriana and Francis Buttle (Macquarie University) Recent reports implicate organizational culture in the failure of customer relationship management (CRM) system implementations. This paper presents new empirical data on the association between organizational culture, as measured by the Competing Values model, and CRM outcomes. The research also investigates whether several additional variables moderate those outcomes: the ease of using the CRM system, the compatibility of the CRM system with existing systems, competitive intensity, and turbulence in the organization's served markets. The results show that organizational culture has a significant association with the achievement of good CRM outcomes. Most notable is the strong connection of adhocracy and market cultures to CRM success. The data also reveal that only one of the moderator variables, market turbulence, affects the strength of the relationship between organizational culture and CRM outcomes. Network Ties: When do They Work? Adriana Campelo, Juergen Gnoth and Brendan Gray (University of Otago) Attributes of social capital play a crucial role in determining the presence/absence of cooperation, the level of commitment to cooperate, and the forces to promote its transit across different domains of activities. This research analyzes factors and barriers of achieving cooperation in non-economic and economic activities in three small communities of New Zealand. Belonging to the same social and geographical context, one of these communities doesn't achieve success in this aim. Findings revealed the necessity for certain kinds of network attributes to be combined with an optimum size of group to allow strong and weak ties to perform their functions. - 49 - ANZMAC 2008 – Track 3 Collaborative Business Relationships in a Diverse Industry Cluster Helen Cripps (Edith Cowan University) The research investigated collaborative commerce in a multi industry manufacturing cluster. From the study drivers, benefits and measures/evaluations of benefits of collaborative relationships were identified. The study also found the drivers, drawbacks and benefits of collaboration varied by firm size and by industry. From the research findings a tool for the adoption of collaborative relationships was developed taking into account the variations between firms. Putting Internal Market Orientation and Global Assessment of Relational Functioning into a Relational Marketing Context David Gray (Macquarie University) This paper examines a conceptual model analysing the functional and business performance of customer/supplier and business partnerships using an internal marketing orientation. Market orientation theory to date uses an external focus when, in fact, it may be the internal marketing within the firm that is the catalyst for a market orientation. Thus internal marketing orientation is suggested as an enabler in the pursuit of business success, as it sets the landscape in which the firm's employees and customers operate. Further, this paper adapts a technique for assessing the relational functioning of a business customer/supplier relationship or partnership which is derived from the GARF (Global Assessment of Relational Functioning) Scale used in the field of Psychiatry. It proposes that the adapted business-to-business GARF Scale can be used by the partners of a business alliance or customer/suppler relationship to assess the degree of functionality in that relationship. Modeling the Influence of Proximity, Relationships and Communication on Knowledge Transfer Efficiency in Business-toBusiness Networks Mary T. Holden, Patrick Lynch, and Thomas O’Toole, (Waterford Institute of Technology) The conceptual model presented in this paper was developed through a multidisciplinary approach, leveraging the interpersonal relationship, communication, knowledge, and network streams of research. The model centralises proximity, interpersonal relationships and their communication patterns as key determinants of knowledge transfer efficiency, most especially, the efficient transfer of tacit knowledge. The purpose of this paper is to present the model and, in so doing, it is hoped to: (1) highlight the criticality of a network’s socio-psychological dynamics to achieving ‘frictionless’ knowledge transfer, (2) stimulate researcher interest in investigating networks from the interpersonal level of analysis, and (3) underline to business researchers the added-value of extending their research lens to include applicable streams from other schools of thought. - 50 - ANZMAC 2008 – Track 3 The Impact of the Past on Consumer Adoption Decisions - A Buying Simulation to Measure Switching Costs and Lock-in Michael Kleinaltenkamp and Thomas Bach (Freie Universität Berlin) When two rivalling IT innovations compete for a market, generally the emergence of a winner is attributed to bandwagon effects. However, considering competition between DSL and Ca-ble, digital convergence and non-propertyship of the Internet Protocol eliminate infrastruc-ture-specific network effects. We therefore expect adoption patterns to converge, merely de-pending on relative price and performance. In contrast, we show, due to high uncertainty in-volved in the purchase of IT services such as broadband, consumers will heavily rely on for-mer experience as a signal of quality. We empirically test our model by measuring compen-sating willingness-to pay levels dependent on price-performance ratios and degree of diffu-sion levels. We find significant implicit consumer switching costs leading to path-dependent lock-in phenomena that inhibit competition between the alternatives. Dynamics of Value Co-Creation in Buyer-Supplier Relationships Christian Kowalkowski (Linköping University, Sweden) and Mike Malmgren (Ashridge Business School, United Kingdom) This paper investigates how a service-dominant logic of marketing impacts on the interrelationships between value proposition, value-in-use, and customer perceived value in a dynamic supplier-buyer relationship. Value propositions have different foci which place more or less emphasis on value-in-use. A framework is presented which provides a basis for better understanding the dynamics of value co-creation in business-to-business relationships. Why do SMEs Attend Business Association Events? Geoffrey Lee and Robyn McGuiggan (University of Western Sydney) Voluntary business associations (VBAs) provide valuable business services and networking opportunities through holding events for their small- and mediumsized enterprise (SME) members. SMEs join and continue membership of VBAs to take advantage of these opportunities. VBAs rely on these events for financial stability, but they face competition from other service providers. Understanding customer needs is a requirement to create and deliver superior performance within the market. This study analysed responses to a self-reporting mail survey in Sydney, Australia, and identified six reasons why SMEs attend such events, 15 topics of interest, four preferred speakers and six preferred formats. Implications for VBA managers and future recommendations are discussed. - 51 - ANZMAC 2008 – Track 3 Network Paradox and Incrementalism Brian Low (University of Western Sydney) Lindblom’s “muddling-through” (1959) or “incrementalizing” (1979) approach in policy development is ideal as a strategic and operational paradigm amid the numerous paradoxes that are present in the network organizational form of coordination. At the business level, the paper explains why staying on the edge of complexity and dynamism is significant in order for businesses to create the most vibrant, adaptive and complex behaviours. It concludes with some observations for practice Understanding Value in B2B Buyer-Seller Relationships: Do Matching Expectations Improve Relationship Strength? Andreas Konhäuser and Roger Marshall (Auckland University of Technology) There is a lacuna in the burgeoning literature on relationship management, where reciprocity of value between relationship partners is often omitted. This research addresses this critical, yet under-researched issue. The proposition that congruency of the value expectations of relationship partners will optimize relationship strength is tested with a quantitative survey among buyers and sellers in small and medium sized companies. The results strongly support the research thesis. The paper provides a useful, practical guide for companies desirous of setting up strong relationships with other organizations by focusing on the shared value expectations in these relationships. Shifting Theoretical Lens: Examining the Mediating Role of Product within Relationship Marketing and Network Theories Christopher J. Medlin and Carolina Plewa (University of Adelaide) The 'product' concept has been integral to marketing management theory. However, each theoretical lens brings a shift in definition simply by the change in context and so change in associated constructs. Examining the product construct in relationship marketing and network theories opens a number of new research questions concerning the limits of applying these theories. Researchers must decide which aspect of change is important and work out how to examine that dynamic within some relatively stable context. - 52 - ANZMAC 2008 – Track 3 Cooperation and Competition: The Case of the Swedish Commercial Printing Industry Thomas Mejtoft (STFI-Packforsk/Royal Institute of Technology) and Asa Nordin (Mid Sweden University) Even though tough competition favours formation of alliances, competition between partners is difficult to handle. This qualitative case study investigates how a fragmented industry perceives the level of competition with their cooperative partners and the influence of organized alliances. The results indicate that when cooperation between partners is strong, the competition between partners tends to be perceived as weak, which can be a result of the high initial trust needed to cooperate. Thus, printing companies strive for strong cooperation with a few close trustful partners, which makes the competitive situation between these partners weak. The competitive impact of organized alliances is diversified, since the foremost reason for cooperation is to lower and share costs. However, the use of a franchise brand, in addition to the local brand, may strengthen the company's competitive advantages on a national basis. Exploring the Role of Social Servicescape in Expanding Seniors' Reduced Social Networks Kanika Meshram and Alison Dean (The University of Newcastle) Old age reduces seniors' social networks, which may result in social isolation and neglect. The present study explores how the social servicescape enables seniors to build their social networks. Data were collected in four senior citizens clubs using focus groups, interviews and observations. The findings indicate that four factors contribute to a positive social servicescape for seniors: a sense of community engagement, seeking refuge from loneliness, sociability and conviviality, and communication via conversation. Consequently, the social servicescape enhances senior's social networks through provision of place for human to human interaction, friendship, to get involved in the co-creation of service and to feel a sense of communality. The paper concludes with a framework for testing in future research. The influence of Trust and Gender on Performance Over the Relationship Marketing Lifecycle David Dowell and Mark Morrison (Charles Sturt University) The importance of trust in influencing relationship performance is well recognised in the relationship marketing literature, particularly for business to business relationships. However less well known is the relative influence of the various emotional and cognitive components of trust on performance, and how the influence of these constructs changes across different stages of the relationship lifecycle. Further, little is known about whether the importance of these constructs differs for men and women. In a study of 380 businesses we examine the influence of both cognitive and emotional components of trust, as well as several other variables including commitment and liking on relationship performance. We do this at both the early and mature phases of the relationship lifecycle, and separately for men and women. Using structural equation modelling and multi-group analysis, early differences and later similarities between males and females are identified. - 53 - ANZMAC 2008 – Track 3 A Dyad Perspective of Buyer-Seller Relationships - the Case of Taiwan Agribusinesses Eric Ng (University of Souther Queensland) The research reported in this study investigates how agribusinesses in Taiwan evaluate their existing business relationships and identifying the areas for improvement. These areas were examined in terms of the variables of the fivestage buyer-seller relationships development process from the existing literature and this was achieved through a series of 20 in-depth interviews conducted with 10 agribusinesses from a dyadic perspective. The findings revealed that at the early stages of the relationship, organisations were concern with achieving product and service reliability and quality whilst trust, commitments, co-operation, shared goals, social and structural bonds were regarded as more critical in the later stages of the relationship, to the development of a close long-term relationship. The research findings also highlighted five areas for improvement in a buyer-seller relationship that could vary in their relevance and importance at each level of the relationship. Industrial Networks: Discourse and Context Sharon Purchase (University of Western Austalia), Nick Ellis (University of Leister), Sid Lowe (Kingston University) This paper investigates how the context of the social setting in which managers operate influences their discourse. Our methodology is discourse analysis allowing us to link text and context when exploring industrial business network issues. Data is gathered from interviews with managerial participants in both UK and Australasian contexts, the former involving a series of ‘traditional’ supply chains including agriculture and textiles, and the latter comprising industrial buyers and suppliers in an ‘e-marketplace’. Several repertories emerge highlighting how participants make sense of trust building in inter-firm relationships. Our contribution is that context has not made large differences in managerial discourse. Mediating Effect of Program Loyalty on the Relationships Between Value Perception and Relationship Investment on Customer Loyalty B. Ramaseshan (Curtin University of Technology), Heiner Evanschitzky (University of Strathclyde, United Kingdom) and Megan Johnston (Marketing Analyst, Hismelt Corporation Perth). This research examined the mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty. We found that program loyalty mediates the relationship between the predictor variables and customer loyalty, suggesting that implementing loyalty programs is useful for encouraging customer loyalty. Our results also empirically support the positive relationship between the value perception of a loyalty program and customer loyalty. The moderating effect of consumer relationship proneness was also empirically validated. Our findings highlight the importance of targeting consumers who are psychologically predisposed to engage in such relationships. - 54 - ANZMAC 2008 – Track 3 Modeling the Moderating Effect of Customer Attractiveness and Relationship Commitment on Supplier's Perceptions of Relationship Value Realisation Neeru Sharma (University of Western Sydney) If companies are to enjoy long-term success in the business marketplace, they must effectively manage the relationships with their exchange partners. The knowledge of exchange partner's capabilities and attitude is crucial to enable the firm to invest their resources in the most efficient and effective way. This paper develops a framework to examine the role of customer attractiveness and customer's commitment in driving the supplier's perceptions of value of the relationship. This paper argues that customer attractiveness and relationship commitment may act as a moderator in driving supplier value perceptions and develops hypotheses to test the linkages. The Antecedents of Intention to Stay in Business-to-Business (B2B) Financial Service Relationships Edwin Theron, Christo Boshoff and Nic S. Terblanche (University of Stellenbosch) As the relationship-marketing concept gained acceptance during the early 1990s, marketers started to focus on how long-term relationships can be built with clients. This study focuses on the dimensions of a relationship influencing a B2B customer's intention to stay in a relationship, and was executed in the South African B2B financial service industry. The perceptions of 158 relationship managers and 400 clients of a leading South African financial service provider were assessed. The results of the study confirm the important roles of satisfaction, trust and commitment on an exchange partner's intention to stay in a long-term marketing relationship. Interfirm Relationship and Learning: Effects on the Marketing Capabilities of Transition Economy Suppliers Ada Hiu Kan Wong, Paul D. Ellis and Wing Lam (The Hong Kong Polytechnic University) In transition economies undergoing market reform, indigenous manufacturers face the problem of having to learn and develop the skills of marketing. The central premise of this study is that interfirm relationships linking local suppliers with multinational-buyers in transition economies (TEs) can serve as conduits for the transfer of marketing capabilities. Based on survey data to be collected in southern China, this study will examine how interfirm relationship quality and learning cultivates suppliers' marketing capabilities and improves their business performance. - 55 - ANZMAC 2008 – Track 3 Partnership alliance for supply chain collaboration Rosalin Zeltser and Samir Gupta (Monash University) It has been recognized, both from academic papers and from the marketplace itself that competition is no longer between individual companies, but between the supply chain networks that the organisations are a part. This project for Gourmet Kitchen and its key suppliers and customers, emerged in response to the idea that achieving better collaborative supply chain partnership alliances between members of its supply chain would improve the company’s competitiveness. At the root of this issue are the factors of collaboration that may promote or hinder that type of relationship occurring. At the conclusion this project forms, in a sense, part of the ability for Gourmet Kitchen to show resistance against any factors that inhibit collaboration with partners and provides a ground to empower the relationship with knowledge on the issues involved. Realising Intangible Business Relationship Value for the Seller - the Role of the Salesperson Annie Zhang, Roger Baxter and Mark Glynn (AUT University) Customer relationships are seen as one of a firm's most important set of resources or assets. According to the resource advantage theory, a customer's resources are potentially available to a seller once a relationship is established between them. In particular, the intangible resources that are available from the buyer through the relationship are potentially likely to contribute to the future performance of the relationship and to sustainable competitive advantage for the seller. These contributions occur through the integration of resources. This paper proposes a conceptual model of the salesperson's role in realising the potential value to the seller of the intangible resources available through the relationship from the buyer. - 56 - ANZMAC 2008 – Track 5 TRACK 5: Consumer Behaviour (A) Studies and Fieldwork An Empirical Investigation of Age and Loyalty Byron Sharp and Katherine Anderson (University of South Australia) Are younger consumers less brand loyal and more willing to switch brands than older consumers? Do consumers become increasingly unwilling to switch brands as they grow older? In this paper we investigate whether young consumers are more easily acquired by brands as customers. Based on analysis of 230 brands from 12 categories, we find that new and growing brands are slightly more likely to skew towards younger consumers than declining brands. It appears that younger consumers are slightly easier to acquire, but not because they are innately more willing to switch. Rather, younger consumers are easier to "catch" because many are new category buyers just establishing a repertoire so they don't have to switch to try the new brand. Children's Band-Related Social Interaction: A Preliminary Investigation into the Impact of Age, Sex and Birth-order Stacey Baxter (University of Newcastle) This paper examined the role that age, sex and birth order play in children's brand-oriented verbal interaction. Results indicated that children's age and sex have an important impact of verbal brand-related discussion with both parents and peers. Findings suggest that as children get older they participate in more brand related discussion with peers than with parents. It is also found that for the selected test brands, males participate in more brand related discussion than females. It is suggested that future research be undertaken to examine at a greater range of brands, in particular brands conducive to brand-related social interaction. In addition, the inclusion of both male-oriented and female-oriented brands should be considered. The Consumer End of the Fashion Supply Chain Grete Birtwistle and Louise Morgan (Glasgow Caledonian University) The research, undertaken in three different stages, was aimed at establishing an understanding of consumers' purchasing behaviour, attitude to general recycling and textile disposal methods. Increasing volumes of textiles are being produced, purchased and disposed of in landfill sites which affect the environment. Research has identified the influences in increased purchase behaviour and the tendency to keep clothing for a shorter time. This study identifies consumers' lack of understanding of how this behaviour affects the environment and explores how clothing can be re-used and recycled. - 57 - ANZMAC 2008 – Track 5 An Exploratory Model of Consumer Fanaticism: The Processes Leading to High-End Loyalty Emily Chung, Michael Beverland (RMIT University) Francis Farrelly (Monash University) Pascale Quester (University of Adelaide) This paper explores the transitions that lead consumers to extraordinary loyalty beyond the mainstream levels (conceptualised in this paper as 'consumer fanaticism'). Research was based on in-depth interviews with six highly loyal consumers. The data showed that consumers usually progress through three key transitions to result in the state of fanaticism (e.g. from awareness to attraction, to loyalty, and to fanaticism). The processes involved in the development of extreme loyalty include the experience(s) of gratification and the discovery of a perfect fit, and immersion. The immersion process was found to involve the formation of a love-like attachment that drives continual engagements in attachment-sustaining activities, and propelled by consumers' inability to exert control over such behaviours, resulting in fanaticism. Luxury Purchases by Working Class, Middle Aged Males in Regional Western Australia Brad Orr, Kate Mizerski (Edith Cowan University), Nathalie Collins and Jamie Murphy (University of Western Australia) Studies of luxury purchases usually focus on high-end products targeting wealthy professionals. Thanks to an economic boom, working class men in mineral-rich regional Australia also have the financial wherewithal to purchase luxury iteMs This paper uses qualitative, convergent interviews to explore the antecedents to luxury, custom-crafted motorcycle purchases by skilled and semi-skilled workers in rural and remote Western Australia. The results suggest that key factors leading to their luxury purchases are high income, relationship breakdowns, and the onset of middle age. Deal or No Deal? Consumer Bargaining Explored Timothy M. Daly, Julie Anne Lee and Geoffrey N. Soutar (University of Western Australia) Despite the prevalence of consumer bargaining in Western retail economies, surprisingly little research has explored this phenomenon from a consumer behaviour point of view (Roth, Woratschek, and Pastowski, 2006). The current study begins to address this deficiency in the literature by adapting Sweeney, Soutar and Johnson's (1999) quality, risk, price and value model into a consumer bargaining context. The results show that perceived risk, product quality, service quality, and percentage of the price paid explain a significant amount of the variance in perceived value, which in turn explains a significant amount of the variance in satisfaction. - 58 - ANZMAC 2008 – Track 5 Mobile Phones: Enhancing Social Communication in Young Adult's Lives? Emma Dresler-Hawke and Juliana Mansvelt (Massey University) Mobile phones have become a ubiquitous consumer item. This paper aims to explore mobile phone usage, extending work beyond teenage years to examine the role of mobile phones in university students' lives. All 111 students participating in a questionnaire survey had a mobile phone, and the majority purchased their existing phone for functional reasons. Phones were an extension of self, with the majority of students leaving their phone on continually and believing their phone was an essential medium for communicating effectively. The findings suggest mobile phones occupy an integral place in young people's lives, not as a means of social differentiation but as a necessary part of social communication through the maintenance of key social networks. Exploring Viewers' Attraction for Physical Harm in Reality Television Programming Emma Dresler-Hawke (Massey University) Reality television as a genre has become extremely popular and has generated extensive debates concerning its treatment of contestants and television ethics. Academic and journalistic sources have criticized reality television for putting contestants in challenging situations for the enjoyment of the viewers. From the audience ratings, they would seem to indicate that viewers enjoy seeing contestants in these demanding situations. This paper reports two studies that explored viewers' attraction for harmful images in Reality television. The results provide empirical evidence that show viewers' preference for a high level of physical harm was minor and discuss as how do television programmers continue to treat contestants to create good television entertainment. Chinese Consumers' Attitude Towards Different Pig Production Systems Marcia de Barcellos, Klaus Grunert, Bjarne Sorensen (Aarhus University), Zhou Yan Feng (Zhong Shan University) Huang Guang and Susan Pedersen (Guangdong University of Business Studies) This study investigates Chinese consumers' attitude towards different pig production systems by means of a conjoint analysis. While there have been a range of studies on Western consumers' attitudes to various forms of food production, little is known about such attitudes in other cultural contexts A crosssectional survey was carried out in six Chinese cities and 473 valid questionnaires were obtained. Results indicate that Chinese consumers prefer industrial pig production systems where traditional pig breeds are raised, over large-scale and small family farMs Farms with maximum attention to food safety that can provide lean meat with consistent quality are also preferred compared to farms that have less interest in food safety. Chinese consumers also rejected imported pig breeds and tasty but variable meat. - 59 - ANZMAC 2008 – Track 5 Brand Hero Mythology: The Stories Generated by a Brand Community About Their Brand Hero Toni Eagar (Australian National University) This study explores the mythology that surrounds brand heroes based on stories and perceptions of the brand community. A qualitative study was conducted on the Discworld brand community to explore the mythological stories that form a basis for the community's relationship with their brand hero, Terry Pratchett. The empirical findings from the Discworld case indicate that there are three main brand hero myths, the creation myth, the maintainer myth, and the life-afterdeath myth. The implications for marketers include that fact that there should be an increased focus on brand hero credibility and integrity. Crossing Temporal Boundaries: Visiting Desired Selves Karen V. Fernandez (University of Auckland) and John L. Lastovicka (Arizona State University) This interpretive study examines the processes by which a particular class of branded consumption objects—guitars—can facilitate consumers’ visiting desired future imagined selves or desired past remembered selves. Every informant distinguished between the first, forgettable instrument they learned to play on, and their first, “good” guitar, which extended self both instrumentally and symbolically (Belk 1988). Contamination plays a key role in the transformative processes by which some possessions first become extended selves, and subsequently, shared selves. A special possession can transport its owner backwards to visit a past remembered self and forwards to visit a future ideal self. Exploring the Relationship Between Personality Orientation and Aspirations John Gountas and Sandra Gountas (La Trobe University) Individual differences affect the development and expression of aspirations and other values such as materialism and the desire for fame. For example, materialism is discussed as both a value and a personality factor by researchers. This study explores the association between personality, intrinsic and extrinsic aspirations, materialism and the desire for fame. An online survey of 507 participants was conducted in 2007. The data analysis, using hierarchical regression, indicates that different personality orientations place different value on different aspirations. Managerial implications and opportunities for further research are highlighted. - 60 - ANZMAC 2008 – Track 5 The Desire for Fame and its Association with Intrinsic and Extrinsic Aspirations Sandra Gountas and John Gountas (La Trobe University) The desire for fame appears to be an aspiration for many people, which is associated with material wealth, social recognition and admiration. Recently, reality TV has provided the opportunity for ordinary people to become famous with little effort or outstanding achievement. A literature review revealed no scale to measure the desire for fame that is not specifically concerned with celebrity worship, but related to the perception of lifestyle benefits associated with being famous. This study tests the desire for fame and its association with intrinsic and extrinsic aspirations. An online survey was conducted using a sample of 507 people. Hierarchical regression suggests significant positive and negative relationships with extrinsic and intrinsic aspirations. The social and marketing implications of the research are discussed and suggestions made for future research. Age, Identity and Materialism: A Generational Comparison Martin Grimmer and Charlotte Webber (University of Tasmania) The current study applied a Social Identity Theory perspective to the consumer behaviour and materialistic aspirations of two generational cohorts: the Baby Boom generation and Generation Y. Four focus groups, totalling 35 participants, were conducted of male and female members of each cohort. It was found that participants did enact age-related social identities in their consumption behaviour. Generation Y participants were found to more readily seek out social comparisons in terms of their possessions and consumer choice than Baby Boomers. Both age cohorts showed a level of materialism, but differences were identified in how this was manifested. Measuring Brand Love: Applying Sternberg's Triangular Theory of Love in Consumer-Brand Relations Daniel Heinrich, Hans H. Bauer and Johannes C.M. Mühl (University of Mannheim) More than two decades ago Shimp and Madden found the basis for analyzing consumer-object relations, in adopting Sternberg's Triangular Theory of Love. Although there is no empirical evidence for this theoretical concept, till today many surveys refer to Sternberg's framework when exploring consumer-brand relations. Hence the aim of this study is to address this research gap by introducing and validating a measurement model for brand love based analogously to Sternberg's Triangular Theory of Love. Our empirical data, analyzed in a structural equation model (n = 299) proof, that brand commitment, brand intimacy, and brand passion reflect the strength of consumers' brand love. These results confirm the suggested similarities between the structure of interpersonal love and consumers' love to brands. - 61 - ANZMAC 2008 – Track 5 Exploring Discrete Choice Descriptors for Food Sensory Attributes Tom Egan, Wade Jarvis, Mark Gibberd (University of Western Australia) and Hannah Williams (Curtin University of Technology) The aim of this paper is to investigate whether the results of aggregated stated choice experiments reflect the interval scales of sensory evaluations. Stated choice experiments are becoming established as a useful procedure for dissecting preference in food choice. The procedure is being extended to include the choice of particular sensory attributes as well as the usual categorical extrinsic attributes. This is very useful for understanding the interaction and heuristic effects between intrinsic and extrinsic cues at the choice level. However, if actual products (i.e a sample of the product) are required to be tasted, it requires large samples because of the fatigue that can set in when multiple samples (attribute levels) are required to be tasted by respondents. This results in only a small number of choice tasks being able to be presented (for example, just two choice tasks with four choices in each task), a limit in the richness of the choice design because of this constraint and very large sample sizes required to satisfy a representative number of choice tasks. In this study, n=144 wine consumers in Hong Kong were asked to overall rate under blind tasting conditions four red wines. The wines were classified as to their scientific level of sweetness and body by an expert panel. The respondents also completed a stated choice experiment for red wine that included sweetness and body as categorical attributes. The results showed that those that chose sweetness more often in the choice experiment rated the sweet wine significantly higher, reflecting the aggregated utility results for sweetness in the choice experiment. The same relationship was observed for “body†for the two segmentation groups investigated. Revisiting Consumer Animosity of Chinese Consumers: Evaluating the Role of Hybrid Country Origin Garick Kea and Ian Phau (Curtin Univsersity of Technology) This paper aims to examine the effects of animosity on consumers' willingness to buy hybrid products (i.e. products that involve affiliations of two or more countries - such as branded in Japan but made in China). By examining the Chinese consumers' animosity towards the Japanese, the study's findings revealed a high level of animosity present that resulted in the Chinese consumers' unwillingness to buy Japanese products. More importantly, results showed that the Chinese consumers are not any more receptive to hybrid products as such domestic affiliations have not diluted the animosity. - 62 - ANZMAC 2008 – Track 5 Cognitive Dissonance in Retail Versus E-commerce - First Findings and Implications Monika Koller, Thomas Salzberger and Gerlinde Streif (Vienna University of Economics and Business) In the consumer decision making process, cognitive dissonance can be an important factor. While dissonance is typically associated with high-involvement purchases, there are calls for investigating dissonance in the low-involvement context, as well. Given the persistent increase in online-buying transactions in the past decade, the role of cognitive dissonance in e-commerce should be examined, too. The present study picks up both topics and explores the role of dissonance and selected antecedents and consequences in the low-involvement context of purchasing books in a traditional book store versus online. Results indicate that dissonance in the retail-setting seems to be almost negligible while the uncertainty in the online-setting makes dissonance a phenomenon that should not be ignored. Comparing Regret and Satisfaction as Predictors of Future Choices Con Korkofingas (Macquarie University) This paper adds to the limited research combining regret and satisfaction by building upon a decomposition of expected utility into components of expected performance, satisfaction and regret. These components are measured within a two-stage choice framework where initial choices are followed by a hypothetical product experience and then a post experience choice. Post- experience measures such as regret and satisfaction are used as predictors of post experience choices. Although both appear relevant in explaining post experience choice, regret appears to be a slightly superior in terms of predictive accuracy. Food and Eating Experiences Described by Place, Time and Scape Hannele Kauppinen-Räisänen (Hanken School of Economics and Finance, Finland) and Katariina Lehtola (University of Vaasa, Finland) This is an exploratory study, and aims to gain understanding of the nature of food and eating-related experiences. The qualitative data based on positive extraordinary food experiences led to several observations involving, e.g. childhood memories and tourist experiences. These experiences were drawn together into dimensions in order to provide a deeper comprehension of the observed themes. As a result the study suggests that food and eating experiences are characterised by place, time and scape. The study suggests also that these dimensions may be useful as a basis for future food experience studies and as suggestions indicating trends for marketing applications. - 63 - ANZMAC 2008 – Track 5 Income Change and Information Processing Style Jia Liu and Harmen Oppewal (Monash University) As living cost increases, households' discretionary income reduces accordingly. Most extant literature links this monetary loss with reduced life satisfaction, detrimental physical health and impaired subjective well-being, based on the economic explanation that income generates opportunities for individuals to improve well-being. However, this paper proposes that income decrease may trigger consumers to engage in abstract information processing that in turn leads them to focus more on the essence of information and to be more sensitive to the primary goal of a task. Three studies will examine this effect and the underlying mechanism. The Relative Influence of Pioneer and Follower Pricing Strategy on Reference Price and Value Perceptions of Pioneer and Follower Brands Ben Lowe (University of Kent) This study examines reference price and value perceptions in new product categories, integrating two important research streams in marketing - reference price theory and the theory of pioneer brand advantage. In particular, by exposing respondents to novel product categories using a longitudinal experiment, it examines the relative effects of pioneer and follower pricing strategies on reference price and value perceptions of pioneer and follower brands. The results indicate a clear and strong effect for the pioneer on price and value perceptions of the pioneer and follower, whereas the follower only seems to influence perceptions of the follower, not the pioneer. Though, we speculate, this is moderated by perceived innovativeness, because the effect is not as strong for the less innovative product category. Historical Nostalgia Intensities: Effects on Cognition, Attitudes and Intentions Chris Marchegiani and Ian Phau (Curtin University) This paper compares the effect of high, medium and low levels of historical nostalgic reactions in consumers exposed to a historical nostalgic advert on cognitive, attitudinal, and purchase intension reactions. These important consumer reactions are found to be effected in some way due to the change in historical nostalgia intensity. Although nostalgia has been explored in the past, effects of historical nostalgia specifically are generally unexplored. This paper begins to fill this important empirical gap. - 64 - ANZMAC 2008 – Track 5 Australian Female Gamers Video Game Preferences Al Marshall and Jason Foran (Australian Catholic University) In this research, the research problem addressed was "What attributes of video games appeal the most to women?" which aimed at providing an insight into what types and aspects of video games are most salient to women. The findings are expected to benefit both new and existing video game companies by allowing them to reach an otherwise untapped yet eager market. A total of 250 female gamers were interviewed for the research. On analysis of the data collected through the questionnaire it was found that the hypotheses drawn, based on the literature reviewed, were essentially accurate. Female gamers were clearly averse to games involving violence while preferring games that involved creativity and mental stimulation. Affect and Decision Making - A Preliminary Study of Movie Choices Bernard Vispers and Christine Maties (University of New South Wales) Affect impacts consumer choices, but random utility models do not account for the effect of such latent factors on utility assessments. We propose and test a model that incorporates positive and negative affective states, and an individual's need for emotion. The findings suggest that a person's current affective state influences and moderates preferences for individual product attributes, an effect which is heightened by their need for emotion. Consumer Socialisation: The Mother-Daughter Shopping Experience Stella Minahan (Deakin Universtiy) Pat Huddleston (Michigan State University) We explore the mother-daughter shopping experience, and further knowledge of consumer socialization. The objectives were 1) gain knowledge of why mothers and daughters shop together; 2) uncover what is valued in the shopping experience and 3) hear accounts of how consumer habits, preferences and experiences are transferred across generations. Interviews in person and using email were held with women ages 18-70. We describe the mother/daughter bonding acted out when shopping and the reciprocal coaching that occurs. The results of this study reveal the importance of the relationship and the reciprocal coaching that occurs. Theoretical and practical implications are presented. - 65 - ANZMAC 2008 – Track 5 The Role of Household Norms in Household Decision Making Jodie Kleinschafer, Mark Morrison and Roderick Duncan (Charles Sturt University) An understanding of how households make decisions is important for marketers and organisations who are involved with products that are consumed by the entire household; especially for organisations who face the challenge of managing demand for their product, such as electricity retailers. These organisations would benefit from knowing how household decisions are being made about the consumption of their product, and how households choose to manage their own consumption levels. Yet knowledge of household decision processes is relatively limited in the marketing literature. Through the use of exploratory focus groups, this research provides evidence that household norms are a part of the decision making process used in households. Specifically, it was found that "household norms" exist, and these norms are a part of the household decision making process, used to regulate and regularize decisions about consumption in the household. However their use does differ across household types. Reference Point Shift and Recommendation Apathy: The Interaction of Customisation and Recommendations on Consumer Choice Decisions Anish Nagpal and Brent Coker (The University of Melbourne) Retailers often give customers recommendations on which option to choose when customizing a product. In this research, we study how customization strategies and recommendations interact to affect consumers' choices.Specifically, we argue and show that that recommendations shift the focus of attention away from the starting point (base model) to the recommended option when using a building up customisation strategy, but do not shift the focus of attention from the starting point (fully loaded model) to the recommended option when using a paring down customisation strategy. This results in consumers following the recommendations when building-up but ignoring the recommendations when paring-down. An Empirical Study on How Green Product Lines Stack Up Marthin Nanere, Clare D'Souza (La Trobe University), Ali Quazi (University of Canberra) and Robert Rugimbana (Tshwane University of Technology, Pretoria, South Africa) Given that environmental constructs play a major role on the impact of green product lines, the study attempts to provide meaningful insights to cognitive and affective concepts of environmental behaviour. By replicating the study of other researchers, it assesses the relationship between multiple product line specific environmental knowledge and attitudes and compares it with other studies. The findings indicate that consumer's attitudes towards the impact of green product lines on the environment are significantly higher than their knowledge of the impact of those green product lines on the environment. There is also a significant and positive relationship existing between knowledge of and attitudes towards the impact of green product lines. This finding corroborates the finding of previous research in the similar area. - 66 - ANZMAC 2008 – Track 5 Impact of Perceived Risk on Consumer Purchase Postponement Ameet P. Pandit , Ingo O. Karpen (The University of Melbourne) and Alexander Josiassen (Victoria University) The objective of this paper is to discuss the impact of perceived risk (e.g. financial, performance and social risk) on consumer purchase postponement. Perceived risk is considered to be a critical determinant in the consumer's willingness to adopt new products. The study context is that of high-tech consumer products. Data was collected from Australian consumers using an online survey, and linear regression analysis was carried out to empirically test the model. The findings indicate that financial risk had no impact on consumers postponing the purchase of the new product. However, consumers were more likely to postpone purchases of new products if perceived performance and social risk was high. This has an implication on the firm's ability to reduce the performance risk of the new product by offering free trials to the consumer or by offering product warranties to offset the perceived risk associated with the new product. Furthermore, marketing the product as a cult phenomenon or as a must have would ensure that the new product would be acceptable to the consumer's social network. "I Eat Milo to Make Me Run Faster": How the Use of Sport in Food Marketing May Influence the Food Beliefs of Young Australians Lyn Phillipson and Sandra C. Jones (University of Wollongong) This paper reports on one of a series of studies exploring the marketing strategies utilised by leading Australian food companies that produce and distribute foods that are predominantly consumed by children, and consumer responses to these practices. The focus is on the use of sport and sporting celebrities to promote food products and the influence of these promotions on the food attitudes and preferences of young people. The qualitative research with children (6-12 years) and teens (12-14 years) supports results from previous research that branding may have an influence on food preferences. Importantly, it also suggests that associating particular foods with sports may influence young people's food beliefs, including their ability to accurately judge the nutritional value of foods and their perceptions regarding the types of foods which should be eaten by those undertaking physical activity. A Holistic View on Quality Perception Triggers of Wine: "Quaffers vs Snobs" Roberta Veale and Carolin Plewa (The University of Adelaide) This exploratory, qualitative study investigates commonalities and differences in perceptions of cues to wine quality between highly involved, premium wine drinkers and consumers of value wine products. Results of blind taste testing indicated that neither group could accurately identify common and popular red wine varietals, an important intrinsic product cue. This result supported commonly held beliefs across both groups that extrinsic cues such as price, brand, label style and packaging are amongst the strong indicators of high quality. Conversely, bold 'gimmicky' labels and cask/can packages were commonly believed to indicate low quality, overcoming the presence of high quality cues in overall assessment. - 67 - ANZMAC 2008 – Track 5 The Role of the Gift Wrap Stall at Christmas Elizabeth Porublev, Chris Dubelaar and Jan Brace-Govan (Monash University) Stella Minahan (Deakin Universtiy) The pressure to wrap a gift can cause anxiety for the giver. At Christmas, many shopping centres have gift wrap stalls to assist their customers with the wrapping. In this paper we explore the purpose of a gift wrap stall and the role it plays in Christmas gift shopping. Data were collected through observation as it allowed insights into the phenomena that could not otherwise be obtained. Findings include the nature of a gift wrap stall, the mood surrounding the gift wrap stall, the types of gifts wrapped, the level of decision making involved, the role of the staff and issues relating to trust, the waiting times for gift wrapping, the giver's gift wrap skills, and enquiries into the gift wrap service. This research makes an insightful contribution to a novel topic in the field of consumer behaviour as it allows us to better understand gift wrapping and its role in gift exchange. Influence of Perceived Risk on the Food Consumption Behaviours of Children and Mothers Michele Roberts and Simone Pettigrew (Universtiy of Western Australia) This paper explores children and mothers' perceptions of risk in relation to food choices and how these perceptions affect children's diets. The application of the perceived risk theoretical framework generates useful insights and implications for the management of childhood obesity and improvement of children's nutritional intake. Key insights include the critical influence of perceived psychosocial risk and the valuable contribution of sensory risk to our understanding of perceived risk. The Impact of Family Communication Profiles on Childhood Overweight and Obesity in Australia Megan Simpson (Griffith University) Robert Rugimbana (Tshwane University of Technology) Terence Gatfield (Griffith University) Rates of childhood overweight and obesity in Australia are some of the highest amongst developed nations. It is estimated that currently one quarter of Australian children aged between 2-17 years are overweight or obese and that these figures are rising. Although research suggests that childhood overweight and obesity is driven by a wide range of biological, behavioural, environmental and social factors, the causes underlying the recent spike in childhood obesity in Australia are relatively unclear. This empirical study examines the extent to which family communication profiles contribute to or assist in explaining unhealthy eating behaviours and childhood overweight and obesity. The study concludes that parental communication profiles are important in determining children's influence and child feeding practices and proposes a new agenda for future research which centres on a few key research areas. - 68 - ANZMAC 2008 – Track 5 Impressions Management and Judgments Using Clothing Styles Felicity Small (Charles Sturt University) Shakespeare wrote "For the apparel oft proclaims the man" (Hamlet, 1:3) suggesting that even centuries ago clothing and impressions were intimately intertwined. The purpose of this paper is to present the results from a qualitative study on clothing styles and the individual's impressions management. The philosophical foundation of this research is that consumers draw specific conclusions about other people based on their clothing. In particular, this study focused on the judgment process during the rite of passage as teenagers become emerging adults and how they use clothing. The conclusions of this study are that consumers are able to instantly judge others because of their clothing choices. These judgments can be made with and without brand knowledge and that the consumer is aware of the judgment process as they self present their own adult identity by wearing personally interpreted clothing styles. Why Happy Shoppers Don't Stop and Think Daniela Spanjaard (University of Western Sydney) Lynee Freeman (University of Technology, Sydney) and Louise Young (University of Western Sydney) This paper discusses findings from observational research of grocery shopping. Videographic analysis via qualitative research techniques reveals that consumers who display less emotion tend to be more positive about the experience and have shorter shopping visits. Whereas those who display distinct emotional responses tend to reveal negative reactions and result in taking longer to make a decision. Four categories of consumer decision behaviour for grocery products are suggested as a result of this research and as a discussion point for further investigations into this specific topic. Attitudes towards Counterfeits of Luxury Brands: The Singapore Story Min Teah and Ian Phau (Curtin University of Technology) The paper examines the factors that influence the attitudes of Singaporean consumers towards counterfeits of luxury brands. Data was collected using a selfadministered questionnaire from 300 postgraduate students of a large university. Both social influence and price quality inference were found to significantly influence attitudes towards counterfeits of luxury brands. There is no significant relationship with brand consciousness, personal gratification, value consciousness, and brand prestige. Attitudes towards counterfeits of luxury brands were found to influence purchase intention. A research model is developed together with an agenda of seven hypotheses. The main contributions of the proposed research are also delineated. - 69 - ANZMAC 2008 – Track 5 Pack-size Segmentation - An Examination at the Individual Level Using a Person-situation Variable Giang Trinh, John Dawes and Larry Lockshin (University of South Australia) This study examines the possible relationships between demographic factors, buying situation, and product attribute preference (specifically, pack size). In plain terms, do demographics and buying situation interact to influence the preference for particular product types? The potential contribution of the study is to identify (a) if situation is related to attribute preference, and (b) whether the inclusion of situation serves to highlight relationships between demographics and attribute preference that may otherwise not be accurate. Our findings demonstrate that the combination of individual characteristics and usage situation as basic variables for market segmentation produce a much better understanding of the market than using only individual characteristics. Our findings show that classifying consumers using demographics alone shows some market segmentation by product attributes, but this can be misleading. The reason is that buying situation plays a crucial role in explaining product attribute preferences. Within a demographic group, different buying situations generate different preferences for product attributes. Predicting Referral and Retention Behaviour Using a Dependable Customer Indicator Sylvia Ward and Tony Ward (CQ University) One of the difficulties encountered by marketers is to be able to determine the security or dependability of their customer base. A means of combining several measures of customer perspectives post-purchase is developed to provide a more comprehensive indicator of likely customer referral and retention. Two samples of 180 respondents were asked to provide their views and opinions about two sports clubs at which they were members. A Dependable Customer Indicator is developed that has a much stronger relationship with customer referral and retention intentions than individual measures. Further, the distribution of the DCI provides richer data of referral behaviour and retention intentions than any single measure. Hedonic Consumption and Consumer Value in Travel Vanessa Rennie and Cynthia Webster (Macquarie University) More and more, consumers are indulging in products and services purely for their hedonic benefits. To explore consumer value in hedonic consumption experiences, the Consumer Value Typology (Holbrook 1986, 1995), in conjunction with the Subjective Personal Introspection approach, is applied to pleasurable experiences captured in travel photographs. Results show that hedonic consumption is much more than self-indulgence and immediate gratification. Certainly, play and aesthetics are valued, but so are competency, effort and efficiency. Relationships and sharing, as well as individual growth and development, are all important aspects of pleasure. - 70 - ANZMAC 2008 – Track 5 The Effect of Brand Avatar Functions on the Consumer-Brand Relationship Process Simon Yule and Jamye Foster (University of Canterbury) A shift in focus from transactional marketing to relational marketing over the past two decades has occurred, where communication is seen to play a vital role in developing long-term relationships between firms and their customers. At the same time, technology has evolved at a fast rate and some firms are beginning to use avatars as a means of facilitating communication between the brand and consumers in the effective, but rather impersonal online retail environment. This study proposes to measure the different utilitarian and hedonic brand avatar functions on outcomes relevant to the consumer-brand relationship process. Identifying Customers Likely to Churn Steffen Zorn, Wade Jarvis (University of Western Australia) and Steve Bellman (Murdoch University) As acquiring new customers is costly, it seems logical to keep and satisfy longtime customers rather than to acquire new customers. To reduce churn rates, firms should manage customers proactively to avoid losing churned customers. The study investigated how an Australian DVD rental firm can use customer data to derive indicators of satisfaction, attitude, and commitment to improve the prediction of customer churn in comparison to models calibrated on purchasing behaviour alone. The most significant predictor of churn in these data was a measure of uncertainty and commitment: the number of times a customer changed their subscription plan. - 71 - ANZMAC 2008 – Track 5 - 72 - ANZMAC 2008 – Track 6 TRACK 6: Consumer Behaviour (B) Conceptual Models and Theories The Moderating Role of Involvement on Credibility in the Formation of Attitude Toward the Celebrity Endorser Jeremy Ainsworth (University of Canterbury) and Nicolette Le Cren (ARANZ Ltd) Current research on celebrity endorsement is extended by examining the role of credibility as a processing cue under high and low involvement. A brief review of celebrity endorsement research is presented, followed by a review of involvement research and its influence on celebrity endorsement. This builds the foundations for the conceptual framework and propositions. Within the conceptual framework, four propositions are proposed to test whether credibility is processed centrally under high involvement conditions, diminishing the peripheral processing influence of attractiveness and whether the two source characteristics are equally as important as peripherally processed cues in low involvement conditions. Emotions and Sponsorship Marketing. Toward a Better Understanding of Sponsorship Persuasion Process Charles Bal, Alexandre Steyer (Université Paris - 1 Panthéon Sorbonne) Pascale G. Quester and Carolin Plewa (University of Adelaide) A considerable body of knowledge has developed in the area of sponsorship. However, much of the research has focused on cognitive rather than affective levers of persuasion. While cognition is relevant to sponsorship success, the emotional involvement of consumers with properties should not be overlooked. In this paper, an explanation of fully emotionally mediated sponsorship persuasion is proposed, mobilizing affective variables (emotional intensity and valence) within an emotional process (transfer of affect). The Roles of Categorisation Theory and Confirmation Bias in Australian Owned Brands Isaac Cheah and Ian Phau (Curtin University of Technology) The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity principles form the theoretical bases. Both consumer economic nationalistic and consumer ethnocentric tendencies are separate constructs however are correlated. Symbolic and functional brand concepts are anticipated to reflect consumer schematic tendencies. Consumer knowledge is proposed to moderate the relationship between these cues and consumer's willingness to buy Australian brands. The hypotheses will be tested with structural equation modeling. The main contributions of the proposed research are also delineated. - 73 - ANZMAC 2008 – Track 6 Pursuit of Pink Dollar Kelly Choong (Queensland University of Technology) In attempting to secure the high context gay male market, companies must understand what makes the gay market different from other markets. Traditional marketing segmentation procedure uses key values (e.g. family, religion) and factors that include demographics, geographics, psychographics and behaviours also investigated (Kotler, Brown, Adam, Burton & Armstrong, 2007). However with the gay male market, these variables are unlikely to be effective as the key differential lies in that of the lifestyle and value held by the market (Schofield & Schmidt, 2005; Tuten, 2005; Kates, 2004; Sha, 2004; Haslop, Hill & Schmidt, 1998). Marketers need to be aware that their strategies may have a negative impact on both heterosexual and gay market segments. For example, some organisations may be concerned that the appeal to the gay market may alienate the heterosexual market (Miller, 1995; Grier & Brumbaugh, 1999). This paper therefore aims to merge the theories of consumer behaviour, subculture understanding and the identification of individual values and attitudes of the gay male market. From the practical point of view, this paper will enable organisations to understand how to market to a high context market, especially in a market that thrives with individualism and sub-cultures. It will also help develop strategies in targeting while simultaneously avoiding loss of its commercial appeal to mainstream consumers. Patterns of Goal-Contingency Learning in Preference Formation Mathew Chylinski (University of New South Wales) The study investigates learning patterns during goal-directed preference formation. A longitudinal experiment examines formation of attribute importance judgments in the context of contingency relations between a stable consumer goal and alternative product attributes. The results suggest that the learning curve in consumers' attribute importance judgments can be analyzed using nested models to reveal different associative learning systems. Investigating the characteristics of the learning curve, we find that the learning pattern is best represented not by a single learning system, but by a combination of associative learning processes. This combination provides a descriptive basis for modeling representation of goaldirected preference learning. The Impact of Extrinsic and Intrinsic Rewards on Referral Strength in a Professional Service Context Angela R. Dobele, Christopher White, Minh Phuong Doan and Tim Fry (RMIT University) The purpose of this paper was to investigate the relationship between currently referring clients of professional services firms and rewards. An analytical model of referral strength has been proposed and includes extrinsic and intrinsic rewards, importance of the reward and referral behaviour (talkers). The findings indicate that extrinsic rewards that are not important to a client can have a significantly negative impact on referral strength. Extrinsic rewards that are valued will have a positive and significant indirect impact on talkers. Intrinsic rewards are significantly associated with positive word-of-mouth but do not influence the strength of referrals. The paper finishes with a discussion of the theoretical and practical implications of the findings. - 74 - ANZMAC 2008 – Track 6 Adolescents' Consumer Socialisation of Over-The-Counter Medicines: A Proposed Model and Some Preliminary Findings Suriani Abdul Hamid, David A. Cohen and Valerie Manna (Lincoln University) There has been considerable amount of research on consumer socialisation studies over the past three decades. However, the marketing literature has not yet looked at adolescents as consumers of OTC medicines, despite the frequency and the potential problems of product usage in this market segment. This paper proposes a model to specifically address how adolescents learn to become consumers of OTC medicines and presents preliminary findings. The model proposes social and individual backgrounds are antecedents to adolescents' socialisation processes relevant to OTCs. Social cultural variables include social class, family structure, ethnicity and religiosity, while individual variables include past experience, health condition and perceptions about medicines in general. These antecedents are expected to influence adolescents' knowledge, attitudes and behaviours regarding OTCs directly or indirectly through a socialisation process. Socialisation processes proposed in this model which is expected to effect adolescents' knowledge, attitudes and behaviour towards OTC are family communication, communication with peers, exposure to mass media, use of the internet, communication from school and communication with other people thought to be relevant to the purchase of medicines. Preliminary findings reported here suggest that adolescents are socialised via family, peers, mass media, internet, school and salesperson/pharmacist in learning to become consumers of OTC medicines. Other socialisation agents such as school, and salespeople were not found to play major roles in the process. A Framework to Examine the Role of Reality TV as a Consumer Socialisation Agent of Teenagers in a Developing Country Md. Ridhwanul Haq and Syed H. Rahman (University of Western Sydney) Teenagers are a vibrant market segment these days. This has made it crucial for the marketers to try to understand the teenaged consumer learning and response process. However, researchers so far have contributed about consumer socialisation theories mostly in the context of developed countries. Also, behavioral differences between teenaged children with different social class backgrounds within the same cultural context have not received much attention. This paper proposes and justifies a frame work that can be used to examine the role of Reality TV as a consumer socialisation agent of teenagers in a developing country. Decision-Making of Poor Consumers in Emerging Economies: A Conceptual Framework Laurel Jackson (University of Western Sydney) This paper takes financial products as an illustration and extends the well known Engel-Kollat-Blackwell (1968, 1973, and 1978) decision model by conceptualising more explicitly and comprehensively the factors explaining poor consumers' decision making in the context of emerging markets. The study concludes with seven propositions for further investigation. - 75 - ANZMAC 2008 – Track 6 Cashless' Transactions: Their Effect on Purchase Behaviour Jashim Khan and Margaret Craig-Lees (Auckland University of Technology) Credit card based research has shown that when a credit card based payment is used, the volume, value and type of products purchased increase. Whether this is due to the credit element, or to the 'cashless' element of the transaction is not known. The notion that the tangibility of cash influences perceptions is not novel, but it is untested. The literature reviewed in this paper suggests that under conditions of cash, there is awareness (conscious/unconscious) that a possession of value transferred and this perception may well have a direct impact on purchase behaviour. Why Consumers Switch and Sway Between Brands During the Outbreak of Rumours Thomas Kobinah and Sugumar Mariappanadar (Australian Catholic University) Commercial rumours impact negatively on companies' profit and brand image. Most research in the literature tends to focus on the dynamics of commercial rumours and their impact on the target companies. None seems to delve into why some consumers switch brands, while others who initially switch brands, return to the target brand after some time. This paper proposes a theoretical model to investigate the effect of brand commitment, consumer self-confidence, and the influence of cultural values and cognition error correction on consumer's decision to stay with the target brand, switch or sway between competing brands during the outbreak of commercial rumours. Hence, the proposed model can assist marketing managers and public relations practitioners in their effort to reduce the negative impact of commercial rumours. Social Identities and Brand Preference in an Underdeveloped Market Richard Lee (University of South Australia), Tito Tezinde (Mozambique Cellular), Jamie Murphy and Sharifah Fatimah Syed Ahmad (University of Western Australia) Self-categorisation theory suggests individuals may become depersonalised by adopting social identities. This study investigates how consumer social identities relate to their brand preference, and what social influences underpins the identities. A survey in an underdeveloped African country showed brand preference differed for consumers with ethnocentric versus value-expressive identities. Moreover, consumer ethnocentricism stemmed mainly from social pressure, whereas value-expressiveness was due to consumers willingly associating with and mimicking celebrities. A managerial finding is that this African country possesses high consumer ethnocentricism. Hence, domestic brands should play up this tendency in order to increase their brand equity and sales. - 76 - ANZMAC 2008 – Track 6 Brand Equity Net Promoter Scores Versus Mean Scores, Which Presents a Clearer Picture For Action? A Non-Elite Branded University Example Ann Mitsis (University of Technology) and Patrick Foley (Victorian University) Reichheld (2003; 2006) presents a philosophy that every organisation's customers regardless of industry can be grouped as promoters, detractors or passives. This paper presents an exploratory comparison of a non-elite branded university's brand equity (quality, value for cost and loyalty) mean and net promoter scores from a postgraduate business student consumer group. This investigation identified that although mean scores looked reasonable, the net promoter score for each brand equity dimension revealed greater urgency for this non-elite branded university, with all three dimensions yielding high negative net promoter scores. This paper also presents a strategy for improving net promoter scores. The Constructs Mediating Religions' Influence on Buyers and Consumers Nazlida Muhamad, Dick Mizerski (University of Western Australia) and Katherine Mizerski (Edith Cowen University) This paper reviews the factors of religion that appear to influence buyer and consumer behaviour based on the findings from Marketing and Religious Psychology. Five factors of religious influence have been identified. These factors are religious commitment, the motivation one takes toward religion, religious affiliation, knowledge about the religion, and the awareness of the social consequences of following a religion. The characteristics, importance, and applications of these factors are discussed. Getting it Right - Is it Ethical, Environmental, Green and Sustainable Consumption? Judy Rex (Swinburne University) As today's marketers work towards motivating and encouraging 'ethical', 'environmental', 'green', and 'sustainable' behaviours there is the need for consensus about the correct term(s) to use. This paper discusses these constructs as they relate to a wide range of behaviours, and shows that there are differences in their meanings. For example, some sustainable consumption behaviours are not ethical behaviours; the terms environmental and green consumption can be used interchangeably; and sustainable consumption in the market place cannot be achieved unless the target market's ethical concerns are addressed. Marketers need to familiarise themselves with the meaning of these terms before proceeding with research. - 77 - ANZMAC 2008 – Track 6 Closing the Gap Between Pro-environmental Attitudes and Behaviour in Australia Sam H. Riethmuller and Gary J. Buttriss (Australian National University) While consumers are increasingly concerned about the impact of environmental degradation, the gap between their attitudes and their pro-environmental purchase behaviour is significant. In order to explore how marketers can close the gap, this paper explores this relationship through Ajzen's Theory of Planned Behaviour. Petty and Cacioppo's Elaboration Likelihood Model is used to demonstrate how consumers process information and how marketers can facilitate attitude change, while Stern's Value Belief Norm model examines the motives driving consumer behaviour. This paper integrates these models to advance how marketers can develop marketing and communication strategies that create superior value-propositions for sustainable products. The proposed model will be explored further in future research. The Impact of Organic Certification Information on Consumer's Perceptions of Organic Products David Wong, Claire Loh and Vanessa Quintal (Curtin University of Technology) The Australian organic food industry is extremely dynamic in nature. From a consumer marketing perspective, an important area requiring further research is in the impact of organic certification on consumer product perceptions. This study will examine the impact of organic certification, through the use of an experimental design, to measure consumer product perceptions derived from exposure to different levels of organic certification information on product labels. The analysis revealed organic certification information does impact ultimate consumer product perceptions - in particular with regards to the product's impact on the environment and its health benefits. Recommendations from this study include the importance of properly educating Australian consumers about organic certification, and developing consumer confidence in organic certification information. Culture Influence on Information Diffusion in Online Communities: A Conceptual Model Lin Yang (University of Otago, New Zealand), Kim-Shyan Fam ( Victoria University of Wellington, New Zealand) and Phil Harris (University of Otago, New Zealand) This paper conceptualizes the role of culture as a contributing and influential factor to information diffusion when it occurs within online communities (OCs). It postulates that cultural variability influences the decision of information diffusion. The output of this paper is a conceptual model that identifies the relevant dimensions of culture portrayed in the intercultural literature and their influence on information diffusion that require empirical research to validate the proposed model. - 78 - ANZMAC 2008 – Track 7 TRACK 7: Corporate Responsibility, Ethics and Social Responsibility Developing a Conceptual Framework of Corporate Social Responsibility Initiatives in Community Involvement: Content Analysis of Company Websites Denni I. Arli and Pamela D. Morrison (The University of New South Wales) The rising importance and attention of socially responsible investment, increasing consumer and environmental concern and a growing political/ legislative environment have all contributed considerably to the pressure on business to be socially responsible. Businesses today face challenges to recognise the roots of social problems and identify ways to do business effectively in the community. To do so they need to adopt a variety of strategies, however insufficient attention has been devoted to studying the links between antecedents, strategies and consequences of CSR initiatives in the community. We aim to develop a conceptual framework for corporate social responsibility (CSR) initiatives to assist further research on community involvement. To do this we start by content analysing the CSR component of company websites. The Global Governance of Corporate Social Responsibility Bobby Banerjee, (University of Western Sydney) In this paper I provide a critical analysis of contemporary discourses of corporate social responsibility (CSR). Employing theoretical perspectives from sociology and political economics I argue that power relations between the political, economic and social spheres produce a particular form of corporate rationality that determine the boundary conditions of corporate social initiatives. I discuss the conditions of democracy that are needed for a global governance framework for corporate social responsibility to overcome the constraints imposed by corporate rationality. I draw from contemporary theories of democracy to develop a theoretical framework for the global governance of corporate social responsibility. CSR orientation and Organisational Performance in the Australian Retail Industry Andrew Zur, Jody Evans (Melbourne Business School) and Kerrie Bridson (Deakin University) This paper aims to contribute to current business ethics literature by conceptualising the relationship between organisational culture, corporate strategy, and target stakeholders and the formation of a CSR orientation. The paper will further explore whether corporate social responsibility policies and practices will result in an overall improved positional advantage for the firm and, as a consequence, positively enhance organisational performance. These relationships will be examined within the context of the retail industry in Australia, focusing on the food, clothing and textiles, and footwear sectors. - 79 - ANZMAC 2008 – Track 7 The Ethics of the New Philosophy of Invisible Marketing Luke Greenacre (University of Technology Sydney) and Alexander Chung (University of Western Sydney) This paper introduces a new ethical debate in social and Word of Mouth (WOM) marketing. In an area where communications are developing much quicker than regulation, ethics are of great importance (Balasubramanian, 1994). We propose that a new philosophy of marketing is emerging, which we call invisible marketing, and discuss how this philosophy makes redundant existing ethics debates and places marketers in danger of being social engineers. Beyond the Ideal: A Pragmatic View of Agents' Role in Innovation in Developing Countries Sara Denize, Gregory Teal and Hossain Mohammed (University of Western Sydney) The increasing influence of agents to facilitate the diffusion of innovation (DI) in developing countries may be linked to rate of maize diffusion in the Third World. Traditional DI studies offer a relatively idealised view of agents in diffusion process (Abrahamson (1991). These studies assume that innovation is beneficial and that the agent acts at the herald-spreading the word to the uninitiated (see for example Rogers and Shoemaker, 1971). We refute this idealised view of the agents' role in the innovation process and present a case study that uses narrative event histories (Buttriss and Wilkinson 2008) to reveal a more pragmatic critical view. Are Carbon Offsets Potentially the New "Greenwash?" Michael Polonsky (Deakin University) and Romana Garma (Victoria University) This paper explores the relationship between consumers' knowledge and behaviours related to environmental issues and carbon offsets. We found that consumers were generally less knowledgeable about carbon offsets than about general environmental issues and increased knowledge about environmental issues does not result in more responsible environmental behaviours. Therefore, consumers may misunderstand claims made by marketers in relation to carbon offsets and thus public policy intervention is required. - 80 - ANZMAC 2008 – Track 7 Moral Identity and Consumer CSR Association Haodong Gu and Pamela D. Morrison (The University of New South Wales) Recent theorising in Corporate Social Responsibility (CSR) research has incorporated a self-regulatory mechanism (e.g., moral personality) to enrich the traditional cognitive moral reasoning framework proposed by Kohlberg (1971). Based on Gu and Morrison's (2008) CSR information cognition model, this article examines how individual moral identity, as one of the self-regulatory variables, affects the consumer evaluation of corporate ethical behaviors. The results suggest that consumers with high moral identity1 are more likely to believe that companies launch CSR initiatives in the service of social welfare, instead of selfprofit, and these initiatives make substantial improvements to current society. This belief is also more stable in the high moral identity group, even when they are aware that the CSR activities are initiated under negative publicity or receive less corporate investment from the initiator. Corporate Social Responsibility, Condition Branding and Ethics in Marketing Danika V. Hall and Sandra C. Jones (University of Wollongong) Over the past two decades there has been increased interest in corporate social responsibility (CSR) and its relation to marketing practice and theory (Maignan and Ferrell, 2004; Polonsky and Jevons, 2006). This paper explores another marketing phenomena emerging from the pharmaceutical industry: condition branding (Angelmar, Angelmar and Kane, 2007; Parry, 2003). Condition branding has been positioned as a form of CSR for the industry, in that it provides education to the general public regarding diseases or conditions. However, the ethical nature of condition branding has been questioned as it is also seen as a deliberate method of increasing markets for pharmaceutical products. This paper raises concerns of consumers and regulators regarding condition branding and disease advertising, and suggests how these practices could be better regulated or modified to reflect the principles of CSR. Risks, Benefits and DTC - An Analysis of Information Formats Janet Hoek, Philip Gendall (Massey University, New Zealand) and Jordan Louviere (University of Technology Sydney) Critics of direct to consumer prescription medicine advertising (DTC) claim it is unbalanced because benefit information features more prominently than risk information. Respondent conditioning theory was used to explore how risk information format affected recall of benefits, side effects and contra-indications in print DTC advertisements. A best-worst study confirmed striking differences in preference for varied information formats, while a second study found that visual heuristics increased recall of both risk and benefit information. The findings question marketers' reluctance to provide easily accessible risk information and suggest prominent drug information panels may discharge manufacturers' social responsibilities while simultaneously improving the effectiveness of their promotions - 81 - ANZMAC 2008 – Track 7 Relationships Between Medical Sales Representatives and Physicians: An Exploratory Study Magda Huynh, David Low and Geoffrey Lee (University of Western Sydney) The Australian pharmaceutical industry is an important and vibrant part of the National economy and has features that distinguish it from other industries such as advertising restrictions, government subsidies, stringent government and industry regulations and the decision maker not necessarily being the end-user. Traditionally pharmaceutical companies rely on medical sales representatives and incentives to influence physician's behaviour in prescribing appropriate medicines. These relationships and incentives have been criticized in the media for their negative impact on society. This paper assesses academic literature and industry practice to describe the phenomenon and a research agenda is proposed to evaluate this relationship thus inform marketing managers on their choices in strategy. Findings suggest that research in this arena is in its infancy and future investigation is required to understand the phenomena. Microfinance Meeting the Needs of Poor Consumers: A Marketing Myth? Laurel Jackson and Richard Fletcher (University of Western Sydney) We examine the weak foundations that form the basis of many assumptions being made about the poor and their money management (Ruthven, 2002).We examine the financial interfaces of the rural poor in an emerging Asian market and challenge the widely held view that microfinance is meeting the needs of a substantial number of poor consumers and contributing directly to poverty alleviation. Observation of the financial practices of the rural poor in Bangladesh suggests that microfinance is not increasing productivity or contributing to the creation of new entrepreneurial income producing activities for this group. An approach is proposed to enable closer examination of potential financial product alternatives that may serve this market more effectively Marketing to Children and Teens on Australian Food Company Websites Sandra C. Jones and Amanda Reid (University of Wollongong) Given the role that food marketing plays in influencing dietary patterns in children, the aim of this research was to explore the internet-based marketing tactics employed by eight leading Australian food companies that produce and distribute foods that are predominantly consumed by children. We examined the marketing policies and child-targeted internet marketing practices of eight major Australian food companies. Seven of the eight food companies have websites or sections of sites that are devoted to children and/or teenagers; with downloadable materials and extensive direct marketing. Of most concern was the collection of detailed personal information from children and/or teenagers, which was evident on the websites of five of the seven food companies that have such sites. - 82 - ANZMAC 2008 – Track 7 Cheap as Chips: The Price of RTDs in New South Wales Sandra C. Jones, Lance Barrie and Parri Gregory (University of Wollongong) Ready-to-drink products have been the subject of considerable concern in relation to their contribution to the problems associated with alcohol consumption among young people. In recognition of the impact of low price of RTDs on adolescent and young people's alcohol consumption, the Federal Government introduced an increase in the tax on RTDs on Sunday 27th of April 2008. The purpose of the current study was to examine the current price of RTDs in New South Wales, and whether the taxation change has increased the price of RTDs to a point where they are unlikely to be affordable for underage drinkers. Consequences of Corporate Environmental Marketing Strategies in New Zealand Organisations Nicolette Le Cren and Lucie Ozanne (University of Canterbury) A greater understanding of the consequences associated with successful corporate environmental (CE) organisations is needed. Eight in-depth interviews were conducted with leading, proactive CE organisations. Organisations were medium or large sized and had an integrated environmental strategy. Data was analysed using NVivo7 with an inductive approach. General consequences including innovation, strategic alliances and improved public relations were found in addition to consequences specifically related to product/service, process and project dominant environmental marketing strategies. Negative consequences were also identified. Rising costs of environmental compliance make this study of particular value to managers. Ethical Consumption and Australian Shoppers' Grocery Product Choices Juliet E. Memery, Phil Megicks (University of Plymouth, UK), Jasmine E.M. Williams and Mark Morrison (Charles Sturt University) Given the growing importance of ethics and social responsibility (ESR) in marketing, this research uses empirical evidence from the Australian grocery sector to investigate the significance of this on consumers' product choice decisions. - 83 - ANZMAC 2008 – Track 7 Associations Between Congruence, Attributed Egoism and Corporate Social Responsibility Melissa Geue and Carolin Plewa (The University of Adelaide) Corporate social responsibility (CSR hereafter) initiatives are becoming progressively more prevalent in corporate marketing strategy. With academic research failing to advance in similar pace, this study aims to enhance our understanding of cause sponsorship and its ability to communicate CSR by testing the influence of the perceived relevancy and expectancy of the sponsorship, as well as the motivations attributed. Results show that a relevant/expected sponsorship leads to a more positive perceived motivation for the sponsorship, and in turn higher CSR, compared to an irrelevant/unexpected sponsorship. Interestingly, however, a relevant/unexpected sponsorship produces similar ratings of CSR to that of a relevant/expected sponsorship, while eliciting lower levels of egoistic motivation for the company's engagement in the sponsorship compared to the relevant/expected sponsorship. Get off Our Roads Magoo: Are Elderly Drivers Entitled to Drive on Our Roads? Ingrid Larkin (Queensland University of Technology), Josephine Previte (The University of Queensland) and Edwina Luck (Queensland University of Technology) What is the 'magic age' at which drivers transform into being hazardous drivers? It appears that many media commentators and Australian citizens believe it is when you become a 'senior citizen'. This paper presents a media analysis that explores the stereotyping of older drivers as 'bad', 'hazardous' and 'dangerous'. Framing the discussion using media effects theories the paper questions whether the portrayal of older road users by the media is ethical or sound. Specifically, the paper focuses on the perspective of heavy media coverage and influence of media on public perceptions and the reinforcement of aged stereotypes. Based on media analysis the discussion concludes that ethical guidelines are required which sensitise marketers and policymakers to flawed portrayals of the elderly as a strategy to eliminating negative stereotypes of older road users. Important Attributes of Corporate Social Responsibility - an Exploratory Assessment from Oman Tekle Shanka, Flora Minnee and Ruth Taylor (Curtin University of Technology) This paper reports the results of an exploratory investigation of consumers in Greater Moscat area of the Sultanate of Oman in regards to the important attributes that a socially responsible company should have in order to meet its social responsibility and corporate citizenship. An intercept survey of 153 participants (45% Omanis and 55% expatriates) revealed that a socially responsible company should have attributes such as 'safe products/services', appropriate 'treatment of employees', provision of 'reliable products/services', 'behave ethically', and committed to 'social responsibility'. The 16 item attributes measured on 5-point Likert scale were represented by three components, namely 'community', 'organisation', and 'commitment' and explained 62% of total variance. Whilst gender had no statistically significant difference on these three components, age, education, and nationality demographics showed statistically significant differences. Results were discussed with suggestions for further assessment of the larger sample of the Omani consumers located outside of the Greater Moscat area. - 84 - ANZMAC 2008 – Track 7 Socially Unacceptable Products and Corporate Social Responsibility: A Question of Legitimacy? Helen Stuart (Australian Catholic University) Socially unacceptable products are those products (and services) which, despite consumer satisfaction, are considered by large portions of society to be unacceptable because of the potential and/or actual harm to individuals and/or society (Davidson, 2003). In social marketing terms these are 'pleasing' products, that is, they give short run pleasure but cause long run harm (Kotler, Brown, Adam, Burton & Armstrong, 2006). Companies providing these products need to demonstrate corporate social responsibility to gain greater institutional legitimacy (and hence less government intervention and regulation), yet socially responsible behaviour is logically contrary to the wants of two of their major stakeholder groups - consumers and stockholders. This balancing act provides an opportunity for social marketers and governments to use the legitimacy issue as leverage to achieve social outcomes. Organisational Data Management and Consumer Privacy Intrusion Frauke Mattison Thompson (University of Nottingham) and Heidi Winklhofer (Nottingham University Business School) The increase in consumer privacy fears is well documented in the marketing literature (e.g. Milne, Culnan and Greene, 2006; Lwin, Wirtz and Williams, 2007). Organizations need to address them, as increasing countermeasure by customers to protect their privacy are leading to less profitable buyer-seller relationships and poorer organisational performance (e.g. Marsh, 2005; Crié and Micheaux, 2006). This paper argues that an understanding of consumer perceptions alone will not provide a satisfactory resolution of current privacy problems instead, an organisational perspective is required. Based on a case study analysis of a global financial services provider, we identify organisational facilitators of consumer privacy intrusion and argue that through the provision of 'privacy services' consumer privacy concerns can be addressed to re-establish consumer confidence in organisational privacy protection. The Employee as Volunteer: Making sense of Corporate Volunteer Programs Mary Runte and Debra Basil, (University of Lethbridge) This study examines employee perceptions of companies’ support for employee volunteerism (CSEV). We apply a sensemaking framework to explicate how employees deal with the ambiguity presented by the CSR strategy of corporate volunteerism. “To make sense is to connect the abstract with the concrete” (Weick et al, 2005, p. 412). When a firm supports its employees’ volunteerism, is the firm entitled to the reputational credit for the employees’ charitable work? Depth interviews were conducted with 25 employees who had received some form of support from their employer for their volunteerism efforts. The findings suggest that as employees assess whether the charitable activity is work or volunteerism, they ultimately use this determination to make judgments over the fairness of the firm gaining benefit from the CSEV. The employee’s assessment of the charitable activity as “work” leads to their crediting the firm with the goodwork: “I was paid, that they used my time that way means that they get the credit.”(Terry) When the activity is labeled “volunteerism” the credit belongs to the employee. - 85 - ANZMAC 2008 – Track 7 Corporate Social Responsibility as an Advertising Appeal Teresa Tan and Mark D. Uncles (University of New South Wales) Firms are recognising the corporate and branding opportunities of implementing Corporate Social Responsibility (CSR) as a marketing tool. However, there is often a communication gap between the firm's CSR initiatives and consumer awareness of these initiatives. To gain insight into CSR as an advertising appeal, the Theory of Planned Behaviour model is used to examine consumers' attitudes and behavioural intentions based on advertising stimuli which incorporate CSR appeals. Results show that CSR communications increase the likelihood of the intention to offer positive word-of-mouth recommendation, although there is variation across consumers based on usage/non-usage of the brand. Do Australian Shoppers' Consider Ethical Consumption When Choosing a Grocery Store? Jasmine Williams (Charles Sturt University) Evidence of the increasing importance of ethical consumption to consumer behaviour is growing; and this research uses empirical evidence from the Australian grocery sector to investigate the significance of ethics and social responsibility (ESR) on consumers' choice of grocery store. A Taxonomy of Firms Sustainable Development Cathy Ying Xu and Pamela D. Morrison (University of New South Wales) This paper presents a taxonomy of firms based on their sustainable development initiatives. The findings are based on an empirical study of 181 medium to large Australian companies across manufacturing, mining, and utilities/energy industries. Our study suggests that there are three substantive and informative groups based on firms sustainable development initiatives: Strategic Achievers, Risk Avoiders, Suspicious Hesitators. Their respective characteristics and outcome differentials are discussed. - 86 - ANZMAC 2008 – Track 7 The Nature and Role of Social Relationships in Social Responsibility Louise Young, Melissa Donald (University of Western Sydney), Lynne Freeman (University of Technology, Sydney) and Suzanne Benn (Macquarie University) The importance of socially responsible purchasing continues to grow. However there is limited work that considers high involvement purchasing and the importance of social relationships in building attitudes and guiding behavior in this context. This paper presents findings that consider these issues. Social relationships are found to be an important factor in responsible purchasing however these effects often are not consciously recognized by consumers. The paper concludes by considering the need for research methods to uncover the importance of social relations. - 87 - ANZMAC 2008 – Track 7 - 88 - ANZMAC 2008 – Track 8 TRACK 8: Electronic Marketing The Web in Marketing: Information Cue Usage in Two Commercial Domains Stewart Adam, David Bednall (Deakin University) and Mike Featherstone (Jackson State University) The study reported in this paper involves a comparison of Resnik & Stern’s (e.g., 1977) information cue usage in websites registered in two commercial domains of the World Wide Web (Web)—.com (global domain managed by VeriSign) and .com.au (a country domain, auDomain, managed by the Australian Domain Name Administrator—AUDA). The hypothesised higher use of information cues by digital marketers with .com registered domain names relative to .com.au registered domain names is not supported. Examination of the audited websites in the two-domain comparison confirms that the Web provides a richer marketing communication medium than other media analysed in a meta-analysis of 117 datasets by Abernethy & Franke (1996). The study is important given the acknowledged influence of advertising information on consumer responses to ads and the brands they relate, to both in traditional and new media (Aaker & Stayman, 1990; Brown & Stayman, 1992; Bruner & Kumar, 2000). Consumer Pleasantness in Online Search Behaviour Evmorfia Argyriou (Aston Business School), David Arnott (Warick Business School) and T.C. Melewar (Brunell Business School) Consumer researchers argue for the importance of emotional experiences, versus object-related attributes, in shaping peoples' evaluations of products, brands, and shopping environments. The current study draws on this assumption and explores the role of pleasant experiences in the context of online search behaviour. Our experiment confirms that consumers' evaluations of web sites depend on the pleasantness of interaction as a process and not on the properties of the web site per se. Nonetheless, web site attributes are significant determinants of pleasantness when consumers are in a deliberative mind-set. We discuss the implications of these findings for researchers and web designers. Exploring the Relationships between E-Service Quality, Product Involvement and Flow on Behavioural Intentions of E-Services Jamie Carlson and Aron O'Cass (The University of Newcastle) Understanding the consequences of perceived e-service quality has been an area of research that has received increased attention within the services marketing literature. However, to-date little if any research has examined the impact of the service delivery via the internet and its ability to engage or help promote a state of flow in consumers using content driven websites. This study contributes to services marketing research by examining the relationships between e-service quality and consumer levels of product involvement, the development of flow experiences and behavioural intentions in the context of e-service delivery. Based on data collected from 518 Australian consumers, the results indicate that e-service quality together with product involvement have a positive influence in the development of flow experiences and that flow influences behavioural intentions. - 89 - ANZMAC 2008 – Track 8 The Effect of Satisfaction and Shopping Motives on E-Loyalty George Christodulides and Nina Michaelidou (University of Birmingham) This paper examines motives for shopping online as antecedents of e-loyalty and sheds further light on the relationship between e-satisfaction and e-loyalty. Empirical data from customers of a fashion accessories e-tailer shows that two of the shopping motives examined (i.e. variety seeking and social interaction) help predict e-loyalty. The data also shows that e-satisfaction is a strong determinant of loyalty in e-tailing. The discussion focuses on the implications of these results for theory and practice. The Disney Online Experience:How Does it Affect Brand Perceptions? Renu Emile and Margaret Craig-Lees (AUT University, New Zealand) The aim of this study is to explore the notion that an on online experience/interaction with a brand centric website can affect the thoughts and feelings that an individual has about a brand. This small, qualitative study explores two separate but related aspects of a website experience. One is the premise that an online experience alters the perceptions of the primary brand. The other explores the viability of capturing and describing aspects of the online experience via verbal protocol response procedure. Results show that adults and children performed and reported a similar number of changed perceptions across the experience categories assessed. Adults however, display more brand perception changes. Effect of Demographic and Usage Variables on M-Banking Resistance Pedro Cruz (ISG Business School, Portugal), Tommi Laukkanen (University of Joensuu, Finland) and Pablo Muñoz (Universidad de Salamanca, Spain) M-banking has been highlighted as one of the most promising e-commerce channels. However, the adoption of financial mobile services is still far behind market expectations. This study is aimed at providing academics and bank managers with a better understanding of m-banking resistance factors. Based on Ram and Sheth's (1989) Theory of Innovation Resistance, a SEM model was built, in order to describe resistance barriers. 2.334 complete answers were obtained from an internet survey at a Portuguese bank. The 'functional barriers' revealed more severe barriers than the 'psychological' ones. Latent scores were used to compare consumers' perceptions and behaviour. Results show that when consumers try the services at least once, their resistance drop significantly. At the same time, all resistance barriers (except for tradition) get lower as consumers use mobile banking more frequently. Demographic and behavioural profiles were established, providing a better understanding and possible enhancement of m-banking. - 90 - ANZMAC 2008 – Track 8 The Effect of Virtual Community Participation on Online Purchase Intention: A Conceptual Model Hazliza Haron and Mohammed A. Razzaque (The University of New South Wales) Online social networking refers to the socialization activities that occur in the online environment when Internet users group together to form online relationship. The emergence of these virtual communities provides platforms for online consumers to share and exchange ideas, views and product/service related information. This opens huge opportunities for retailers especially those operating their businesses online. This study looks at the influence of social networking on consumers' intention to purchase online. A conceptual model is proposed to enhance further understanding of the impact of social networking on consumer purchase intention. Enhancing the Exchange: Understanding the Role of Mobile Marketing in Museum Services Margee Hume, Gillian Sullivan Mort and Celeste Alcaraz (Griffith University) With increased use of interactive and mobile phone technology for the purposes of marketing, service innovation and service delivery research has focused on the ways that technology affects customers and enhances the exchange. Service providers aim to add-value to their service offering, cost-effectively, to realize greater sales volume and greater sales value over a longer customer-lifetime. In relation to museum visitors, little to no research has been conducted on the depth of relational sentiment developed via technology. Technological activities operating in a promotional capacity, attracting visitors, mobile alerts and messaging and information services facilitating and supporting services to both online and onsite consumers, would all appear to add some value and benefit to the customer exchange. Enabling technology and enabled encounters are a relatively new, strategic integration in museums. This research aims to determine what role mobile technology plays in enhancing service relationships and social bonds through the use of mobile phone technology in museums. The paper explores the role of interactive technology specifically focusing on mobile phone technology in the service paradigm of museums. A Qualitative Understanding of the Impact of Internet Banking in Relationships Between Banks and Commercial Customers Raechel Johns (University of Canberra) and Bruce Perrott (University of Technology, Sydney) The importance of developing and fostering relationships with customers has long been regarded as important within services marketing (Berry, 1983) and also within B2B relationships (Ford, 1990). In the 1980s and 90s, a shift in marketing focus has seen an increased emphasis on Relationship Marketing (Morgan and Hunt, 1994). This paper reviews the results and implications of recent exploratory research conducted with a small sample of Australian business bank customers. Despite it being expected that the perception of technology would impact on the relationship, it was actually clear through the interviews that it was the perception of the relationship, which led respondents to develop a perception of the technology. - 91 - ANZMAC 2008 – Track 8 Facebook: Making Offline Social Connections Online Micael-Lee Johnstone (Victoria University of Wellington), Adeline Phaik Harn Chua and Sarah Todd (University of Otago) Considerable research has been devoted to online communities and consumers' anonymous participation in these sites but research in the area of social networking sites has only begun to attract attention. The aim of the study was to explore how and why some consumers incorporate social networking sites into their daily lives. Fourteen participants ranging in age from 22 - 38 years were interviewed, and thematic analysis was used to analyse the transcripts. The findings revealed that friendships are being managed both online and offline, though not mutually exclusive. We propose further research is required to see how Facebook users respond to unsolicited marketing efforts as the participants in this study did not view Facebook as a commercial space for marketing paraphernalia. Furthermore, it would also be interesting to explore word-of-mouth communications in this socially networked world. Determinants of Mobile Banking Resistance: A Preliminary Model Tommi Larkkanen (University of Joensuu) The aim of this paper is to propose and validate a model for mobile banking resistance. Following Ram and Sheth (1989) five distinct barriers namely usage, value, risk, tradition and image are suggested as determinants of the phenomenon. A total number of 1597 valid responses were collected. An explorative factor analysis followed by a confirmatory factor analysis was used to test the validity of the model and measure the standardized estimates of the constructs. The results show that the usage barrier, followed by the image barrier, is the most influential barrier to overall resistance to mobile banking. Theoretical and managerial implications are discussed. Impacts of E-marketplaces on the Purchase of Capital Goods: A Case Study of Australian Advanced Manufacturers Geoffrey Lee and Robyn McGuiggan (University of Western Sydney) B2B e-marketplaces leverage the internet's capabilities to efficiently connect buyers and sellers, resulting in lower transactional costs and improved communications. Academic research into the effect of e-marketplaces on the buying decision is limited. This case study used an adapted version of the 'buygrid' of Robinson et al. (1967) to examine the online initiative of Advanced Manufacturing Australia, which targets the automotive and aerospace industries. Interviews with 36 senior managers identified changes to purchase behaviours brought about by e-marketplaces. Results indicate that the major impact will be on the 'search for and qualification of potential suppliers' stage, as the AMAus emarketplace becomes a buyer's intermediary. - 92 - ANZMAC 2008 – Track 8 The Practice of Search Engine Marketing Robyn McGuiggan, Varun Mudgil, Yi-Chen Lan and Geoffrey Lee (University of Western Sydney) With over 3 billion documents on the World Wide Web, 85% of consumers use search engines to find information. Search engines assist consumers' external search by matching customised content to user query at minimum cost. The immense scale and complexity of the Web requires firms to proactively market themselves online to attract suitably qualified traffic, with search engine marketing (SEM) a key valuable strategy to achieve this objective. Current academic marketing research on SEM is limited and thus this paper seeks to develop a model of SEM and describe its implementation. The model proposes that SEM has three interrelated constructs: web metrics, pay-for-performance and search engine website optimisation. Each construct informs on the other to provide synergy within an SEM strategy. Modelling Consumer Channel Choice for Information Search in a Holiday Purchase Context Harmen Oppewal, Dewi Tojib (Monash University) and Panos Louvieris (University of Surrey) The rapid expansion of multi-channel retailing has allowed consumers to more easily consult several information channel alternatives prior to making their final purchase decision. This study uses a discrete choice experiment to model consumer multiple channel choice for a specific product (a holiday booking) across a range of purchase conditions. Responses from over 300 customers from a travel agent are modelled with conditional logit models to analyse the effects of shopping context factors and channel attributes on their use of multiple channels in the respective purchase conditions. E-Novation: An Offbeat View of Innovation, E-Marketing and a New Collaborative Information Platform Hugh M. Pattinson, (University of Technology, Sydney) David R. Low, (University of Western Sydney) This paper defines E-Novation as an approach which is more powerful than traditional forms of innovation processes, through incorporation of a diverse range of views and ideas directly into development of service-dominant knowledgebased goods and services. E-Novation (EN) is Innovation (IN) and E-Marketing (EM) enabled by New Collaborative Platforms (CP) expressed as EN = CP (IN + EM). The E-Novation Project was initiated in 2007 and will be developed out from a broad approach to explore key related business and marketing and business to may be included within a more detailed framework, expected to be completed by September 2008. - 93 - ANZMAC 2008 – Track 8 Young Consumers' Motives for Using SMS and Perceptions Towards SMS Advertising Ian Phau and Min Teah (Curtin University of Technology) The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives to use SMS messaging revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are presented. Factors Influencing Implementation of CRM Technology Among Small and Medium Sized Enterprises, B. Ramaseshan and Chia Peng Kiat (Curtin University of Technology), This study aims to identify the factors that influence implementation of customer relationship management (CRM) technology among small and medium-sized enterprises (SMEs). From the existing literature six factors: cost effectiveness, information technology (IT) knowledge, relative advantage, top management support, government support and competitive pressure were identified to influence CRM technology implementation in organizations in general. The effect and relative importance of these factors on CRM implementation was examined in the context of SMEs in Singapore. Top management support emerged as the most important factor followed closely by relative advantage. The influence of cost effectiveness, IT knowledge, government support, and competitive pressure were found to be insignificant. Social Networking: A Potential Tool for Effective Marketing Mohammed A Razzaque (The University of New South Wales) Social networks, a variant of social media, can be effectively used by marketers to reach specific customers. Using Facebook and Google as examples this paper explains how marketers can utilize them (i) as new communication channels to interact with customers; and (ii) to gain insights into consumer behaviour by collecting data about consumers. Marketers must understand how to use these innovations ethically. - 94 - ANZMAC 2008 – Track 8 Advertising in Mobile Games: A Conceptualization of Mobile In-Game Advertising Jari Salo and Kimmo Alajoutsijavi (University of Oulu) Changes in advertising mediums and sophistication of mobile technologies are propelling the advertising field and have positively influenced the success potential of different types of game advertising forms. The purpose of this paper is to evaluate the current state of mobile in-game advertising and then place it into a wider discussion evolving in advertising field. Mobile games based advertising can be seen as one form of branded entertainment. This study employs literature review as methodology and synthesises a framework for positioning mobile ingame advertising into wider field of advertising. For academics this paper identifies a number of fruitful research opportunities. For managers insights are provided on how to conduct mobile in-game advertising. Blog Marketing and Online Referrals Marion Steel, Angela Dobele (RMIT University) and Tara Evans (Endeavour) Research into the use of blogs as a source of referral and word of mouth empirical data and investigation. This paper reports the findings of exploratory case study into an online software company, Atlassian and their blog activities and online referral program. It is suggested that it is possible to actively encourage and manage the online referrals given by current clients to prospects by a firm. The findings show that Atlassian's customers are heavily reliant on referrals for information about the firm's current and new products and for information about services within the industry. The study highlights the importance of blogs for referral marketing and the importance of a distribution strategy to market a blog. Impact of E-Marketing on Private Companies in Bosnia and Herzegovina Drazena Tomic, Brano Markic, Slavo Kukic, Ivan Pavlovic (University of Mostar) and Emir Veledar (Emory University) The paper brings results of research conducted on private companies in Bosnia and Herzegovina related to application of e-marketing. The most of these companies belong to category of small and medium-sized enterprises that made foundation of our research. As e-marketing, owing to explosive development and implementation of ICT and Internet, is becoming integral part of almost every global marketing strategy, we focus our research on investigation of e-marketing usage in small and medium-sized enterprises in Bosnia and Herzegovina, especially on implementation of different emarketing techniques, measurement of e-marketing efficiency and users' perception about e-marketing influence on theirs business processes.The data collection was based on the application of a high-structured questionnaire sent in April 2008 to 984 mail addresses of the SME found at web business directory. A collected data was base for structural model and hypothesis testing. The chi-squared test is used because we have nominal variables, each with two or more possible values. The null hypothesis was that there is no difference between micro, small and medium BH enterprises related to usage of e-marketing, measurement of e-marketing efficiency and users' perception about e-marketing influence on theirs business processes. - 95 - ANZMAC 2008 – Track 8 Factors Related to Generation Y's Perception of Value and Purchase Intention for Online Music Sebastian Caruso and Kate Westberg (RMIT University) Generation Y has been identified as one of the key user groups of digital technology, including the internet, and are therefore of interest to e-marketers. Music represents the second largest product category for online sales. This paper examines how Generation Y consumers perceive value in an online music context and the relationship between perceived value and purchase intention. The theoretical model developed for this study expands on previous work and includes perceptions of playfulness, usefulness, price, ease of use, risk and trust. The preliminary findings suggest that perceived value of online music sites for Generation Y consumers is positively associated with purchase intention. Further, hedonic factors such as perceived playfulness, are strongly correlated with perceived value, as are perceptions of ease of use and risk. However, perceived usefulness is only weakly correlated. Virally Inspired: Gen Y Perceptions of Viral Stealth Marketing Hume Winzar, Celeste Swanepoel and Ashley Lye (Griffith University) Viral stealth marketing is electronic word-of-mouth communication. People spreading these messages conceal the fact that they are paid to promote a product. Non-disclosure raises important ethical questions, as well as the practical problem of the consequences of being found out. Two surveys were uploaded to social networking sites, targeted at Gen Y, with one depicting a viral-marketing scenario and the other a viral-stealth-marketing scenario. Results show significant differences between viral-marketing and viral-stealth-marketing on measures of strategy perceptions, trust towards source, brand perception and purchase intention. Not surprisingly, viral-stealth-marketing is perceived more negatively than viral-marketing and this affects all other measures. Consumer Power Types in an Australia Online Brand Community Olivia Zhang, Gayle Kerr and Judy Drennan (Queensland University of Technology) This paper uses a case study methodology to explore the structure of consumer power in an Australia online brand community. It applies the factors of online consumer power developed by Denegri-Knott (2006) for the Internet to the increasingly important application of online brand communities. In doing so, factors such as control over the relationship, information, aggregation and participation are identified and descriptors modified for the online brand community. Characteristics of the online brand community suggested in the literature such as consciousness of kind, shared rituals and sense of responsibility are demonstrated in Haloforum and linked to consumer power. - 96 - ANZMAC 2008 – Track 9 TRACK 9: Entrepreneurship, Innovation and New Product Development Design-Driven Firms: Exploring What It Means To Be Design-Led Michael B. Beverland (Royal Melbourne Institute of Technology) and Francis J. Farrelly (Monash University) Interest in the competitive benefits of design runs high among product and service firms. Brands such as Apple, BMW and Alessi have increased their equity through design aesthetics. As well, the design-user interface is often the source of reported dissatisfaction in a range of products and services. Despite this, research indicates that design and marketing share an uneasy alliance often because of their different approaches to creativity. Drawing on expert interviews and subsequent case studies we identify four principles associated with a design-led dominant logic. These are: institutionalized curiosity, cross-functional empathy, ethnographic driven innovation, and the design as a manifestation of the brand. Marketing innovation: Which Way to Competitiveness? D.J. Clark-Murphy (Edith Cowan University) This paper questions Australia's adoption of innovation models that are commonly used overseas because different contexts may provide different results. Key performance statistics are compared to examine whether differences in population size amongst countries may significantly influence the relative number of marketing ideas being generated, and subsequently the income and global competitiveness. Australia was ranked third in each key performance criteria; ideas and income generated on a per capita basis; but 19th in the global competitiveness index. Engaging in activities to proactively initiate innovative ideas is a seductive opportunity for Australia to increase its competitiveness. Idea generation and management allow a relatively small population to generate a disproportionately high volume of ideas, producing increased income and competitiveness. Supply-side Factors' Effect on the Diffusion of an Innovation Across ASEAN Countries David Corkindale (The University of South Australia) and Beng Chea (Institute for Infocomm Research, Singapore) We add to the mainstream of cross-country research on the diffusion of innovations (DOI) by introducing supply-side readiness variables and one on culture, individualism, to the conceptual framework employed by Talukdar et al. (2002) and investigate the evidence for their being associated with the diffusion of the mobile phone across ASEAN countries. We apply the Bass Diffusion model (BDM), (Bass, 1969) to 21 years' data and estimate the effects of these additional variables on the model's coefficients for each country. From this we find that there is evidence for supply-side factors' influence on the DOI; Hofstede's construct of individualism unexpectedly was not associated with the DOI and we suggest reasons for this. - 97 - ANZMAC 2008 – Track 9 Picture This: The Effect of Presentation Format on Consumer Responses to Really New Products (RNPs) Stephanie Feiereisen, Veronica Wong (Aston Business School) and Amanda J. Broderick (Coventry Business School) The difficulty for consumers to understand the benefits of Really New Products can be a significant barrier to their success in the marketplace. Analogies and mental simulations can help consumers build knowledge structures for RNPs. This article examines whether mental simulations and analogies should be conveyed using words or using pictures to enhance comprehension and product attitude in an experiment with a 3 (mental simulation vs. analogy vs. no analogy/ no mental simulation learning strategy) x 2 (words vs. pictures presentation format) x 3 (Digipen vs. Video glasses vs. Intelligent Oven RNP) design. The results show that analogical learning and mental simulation strategies yield higher comprehension when conveyed by words rather than by pictures. However, pictures are generally as capable of enhancing product attitudes as words. Discovering Innovative Service Development Ideas with Narratives and Metaphors Anu Helkkula and Minna Pihlström (The Swedish School of Economics and Business Administration, Finland) A common problem in new service development is an inadequate understanding of future customer needs for a service that does not yet exist. This paper analyses how the use of a narrative inquiry technique and metaphors adds to traditional interviewing techniques in service development contexts. Use of projective techniques capable of interpreting tacit, unspoken knowledge are illustrated with the help of an empirical case study of developing a new location-based service. Methodological implications are provided on how to combine narratives, eventbased techniques and metaphors in order to access needs that are neither well understood, nor well articulated, by customers. Beyond the Manufacturing Mindset: Development of the Professional Service Firm Innovation (PSFI) Scale Suellen J Hogan, Janet R McColl-Kennedy (University of Queensland) Geoffrey N Soutar and Jullian C Sweeney (University of Western Australia) The paper presents a new scale (termed the PSFI) for measuring professional service firm innovation. The scale, which was developed through a rigorous multistage scale development process, identified three innovation dimensions that were termed client-centred solutions, marketing strategy and technology innovation. The final 13-item scale provides an economical way to examine innovation in professional service firms and can be more easily included in larger surveys than previous longer scales. - 98 - ANZMAC 2008 – Track 9 Key Drivers of Innovation Networks Giselle Rampersad (University of Adelaide) While the importance of innovation networks has been featured in various streams of the mainstream marketing literature, less attention has been given to the managerial factors operating in these networks. This study contributes to literatures on business-to-business marketing, new product development and open innovation by applying the industrial marketing and purchasing (IMP) literature and its emerging but off-beat sub-stream on network management. It is based on 124 responses from the information and communications technology (ICT) industry. The study advances theory development on managing innovation networks. Designing Targeted Support to High Growth Entrepreneurial Small Businesses Kevin E Voges and K. Asoka Gunaratne (Unitec Business School, New Zealand) The purpose of this study was to investigate the opportunity to target high growth entrepreneurial small businesses based on the growth ambitions of ownermanagers. This study was conducted in the Western and Southern provinces of Sri Lanka. A mail survey was used to gather the data. The questionnaire included variables measuring company, owner-manager and strategic characteristics, which served as independent variables in a discriminant analysis. It was found that 88.2% of the high growth ambition small businesses could be accurately identified using the variables "company age" and "undertake planning." The findings of this study could be useful in designing targeted support to high growth small businesses. Brand Awareness of New Technology in the Introduction Stage: A Study of the Blu-Ray Vs HD-DVD Formats David S. Waller, Paul Z. Wang (University of Technology, Sydney), Harmen Oppewal (Monash University) and Mark Morrison (Charles Sturt University) The introduction of a new technology into the marketplace generally is a risky endeavour for a company, however, when there are competing new technologies of which it is believed only one can survive, winning over customers is one of the major corporate battles to be fought. This paper presents results of a survey among 1495 people regarding their awareness of the two DVD competing formats (Blu-ray and HD-DVD) in the early stages of the recent DVD format war. The results reveal that in the early stages of the format war more people were aware of the HD-DVD than of the Blu-ray format. A model is presented that predicts format awareness from four consumer characteristic constructs and four demographic variables. - 99 - ANZMAC 2008 – Track 9 Key Success Factors in the Implementation of an Automated Dispensing System in Community Pharma Lesley White (The Unversity of Sydney) This research project was undertaken to determine the factors which influence the success of an implementation of a disruptive technology in a small business context. The technology studied was automated dispensing systems (ADSs) which are at an early stage of adoption and represent a major innovation in community pharmacy. Twenty interviews were conducted with owners, managers and 10 dispensary assistants from all 11 pharmacies in Australia where ADSs have been installed to date. Two main themes were identified from the interviews; pharmacy organisational characteristics and factors associated with the new technology, the ADS itself. Pharmacy organisational characteristics include factors associated with the leadership, the planning undertaken, employees, the pharmacy and its processes. Factors associated with the ADS included the machine itself, the software, the installation and the vendor. - 100 - ANZMAC 2008 – Track 10 TRACK 10: International and Cross Cultural Marketing Role of the Internet in the Success of New Zealand Niche Export Marketers Jan Charbonneau, Phil Gendall and Brody Henricksen (Massey University) A qualitative study of New Zealand niche export marketers examined how these firms used the Internet to overcome their geographic isolation and size. All the firms used their websites to convey information to potential customers but, more importantly, to brand their products. This role of websites as a branding tool is generally under-emphasised in the literature. Also in contrast to the literature, the study found that few firms placed much emphasis on website customisation, personalisation or the creation of an on-line community, or on interaction with customers beyond the exchange of emails. However, integration of the firm's website with its product and operations was considered a key success factor. Franchising at the BOP-An Alternative Distribution Strategy Tendai Chikweche and Richard Fletcher (University of Western Sydney) Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms' ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective distribution strategy at the BOP. By engaging in franchising, firms enhance their corporate social responsibility agenda through empowerment of both local BOP communities and consumers by way of providing consumers with employment and the opportunity to own small business enterprises. Scale Validation Issues in Situations of Minimal Cultural Difference Heather J. Crawford and Gary D. Gregory – (University of New South Wales) There is a large and growing body of literature on methodology for ensuring that research conducted in one cultural context can be replicated in a dissimilar context. Most of this work focuses on situations of maximal cultural difference. This study investigates issues pertaining to the replication of research in a very similar cultural context, using the individual difference dimension of Need for Humour as its focus. Results show that even minimal cultural difference can introduce unwelcome complexities if equivalence is not explicitly assured. - 101 - ANZMAC 2008 – Track 10 Regional Trade Agreements: Performance Evaluation and Research Agenda Elaine Plant (La Trobe University) and Mehdi Taghian (Deakin University) This paper proposes a broad model for key success factors in Regional Trade Agreements (RTAs). Current literature is relatively limited in its focus on largely economic consequences of RTAs and the externalities are mostly ignored. This model incorporates five predictor dimensions forming the character of a RTA as follows: (1) Economic, (2) Socio-Cultural, (3) Negotiation, (4) Country Objectives and (5) Review process. It proposes a methodology for the empirical testing of the proposed model. The proposed model, potentially, facilitates the measurement of the character of a RTA and its association with various RTA objectives. Reducing Cultural Shock with Global Brands and Advertising Eliane Karsaklian (Advancia-Negocia) This paper aims at demonstrating that expatriates represent a specific target for companies as they tend to consume global brands during their stay abroad in order to avoid cultural shock and thus should be addressed with specific communication. The literature review articulates global brands and advertising with cultural shock, explained on the basis of Trompenaars and Hampden-Turner's dilemmas' theory. The qualitative method used in this research were 42 in-depth interviews. Results demonstrated that expatriates relay on well-known brands to adapt to new environments when they are abroad and that specific advertising help them to reconcile dilemmas. Predicting the Course of Small Business Internationalisation: An Entrepreneurial Marketing Perspective Alastair Emerson and Asoka Gunaratne (Unitec New Zealand) Small firm internationalisation is a growing area of interest within the international marketing literature. This interest is primarily attributed to a desire to facilitate increased participation of small firms in international business. However a substantial number fail within the first three years of operations and others experience difficulties in expanding their operations into international markets. These difficulties are attributed to 'resource poverty' which includes managerial inadequacy which has been a cause for concern to both policy planners and researchers (Welsh and White, 1981). A contrasting development is the emergence of the 'born global' exemplar small firms that challenge conventional wisdom by securing direct entry into global markets with highly innovative products. Using the extant literature and adopting the emerging entrepreneurial marketing paradigm (Hills and La Forge, 1992) this paper proposes a theoretical model that captures the numerous parameters complementing the small business internationalisation process, and applies it to policies and practices employed in Sri Lanka to encourage SME internationalise their operations as validation. - 102 - ANZMAC 2008 – Track 10 Regional Advertising Standardisation: Substantive and Methodological Issues. A Research Review and Agenda Fernando Fastoso and Jeryl Whitelock (Bradford University School of Management UK) This paper follows Rugman's (2003) call for more research into the regional level of international business operations by focusing on a key issue in international marketing management: the standardisation decision. Based on a systematic review of the literature, this paper demonstrates that 1) extant regional standardisation research is limited and largely based on results from Western Europe and 2) the research has so far lacked consistency in relation to how the phenomenon should be defined and measured. We present a conceptualisation of measurement approaches to standardisation, propose a typology of approaches and discuss their implications for knowledge advancement in the area. The Acceptance of Online Auction Web Sites in New Zealand and Germany: An Examination of the Technology Acceptance Model Across Nations Stefan Bodenberg (University of Otago), Tony C. Garrett and Jong-Ho Lee (Korea University Business School) The emergence of online auction websites is a major element e-commerce yet relatively little is known about it different parts of the world. Using an extended Technology Acceptance Model (TAM) a sample of users of online auction websites in Germany and New Zealand attitudes and behaviour are examined to determine the factors that influence the adoption of this tool and to check its cross-national robustness. Results suggest that although the core TAM is robust the extended model demonstrates differences particularly in consumer trust and risk perceptions. This could be explained in the differences in risk perceptions of the two nations. Cross National Drivers of Consumer Reactions to High-Technology Products: The UK and Korean 3G Mobile Phone Markets Jong-Ho Lee and Tony C. Garrett (Korea University Business School) The mobile phone industry continually launches new technology to attract consumers. However, how do the features of this advanced technology appeal to consumers? The attitudes towards Third Generation (3G) functions in the UK and Korea are explored. Hypotheses are developed from the literature and interviews with front line staff, and are tested using questionnaires. Value added services, call quality and tariff are found to be the major variables attracting consumers in the UK, while value added services, sense of superiority and tariff most important in Korea. The findings across these nations provide insights into consumers for managers. - 103 - ANZMAC 2008 – Track 10 A Less Culturally Sensitive Approach to Modelling Chinese Business Networking Jonathon Hu and John Stanton (University of Western Sydney) The available literature informing the modelling of the networking behaviour of Chinese privately owned businesses (POBs) face cultural and theoretical problems. The bias of the Western cultural perspective dominating the literature, the demand for specific investigation into such Chinese phenomenon, and the insufficiency of specific Chinese literature are identified. Problems arise when adopting either of Douglas and Craig's (2006) hybrid approaches. That cultural contrast necessarily causes theory contrast is questioned. This paper concludes by presenting a triangle mapping American-Nordic-Chinese network theories, which argues for the adoption of Douglas and Craig's (2006) linked emic approach, with adaptation that observes not only the China-West cultural difference, but also the theoretical difference within the Western literature. Does Product Origin Congruency Moderate the Country-of-Origin Product Evaluation Relationship? Alexander Josiassen (Victoria University), Ameet Pandit and Ingo Karpen (The University of Melbourne) Since Schooler's influential article (1965) the effect of country-of-origin (COO) biases on consumer attitudes has been an issue of continuing interest. Over the past four decades the interest of researchers has continuously shifted as new challenges presented themselves. A key challenge is the identification and investigation of potential variables that moderate the influence of COO. Recently it has been suggested that perceived product origin incongruence may significantly reduce the importance consumers place on the COO cue (Chao, 2001). In this study, we address these unresolved issues surrounding the influence of product origin congruency. Specifically, we explore empirically how customer perceived product origin congruency can influence COO-image effects on product evaluations. This in turn provides a test of the external validity of the product origin congruency and contributes to the growing literature that advocates a multidimensional view of COO. The findings show that when consumers consider a product from a higher image product-origin, the positive relationship between COO image and product evaluation is strengthened the more the consumer perceives that the product origins are congruent. The authors draw some pertinent implications from this finding. - 104 - ANZMAC 2008 – Track 10 Culturally Compatible Websites: Applying Trompenaars Dimensions to Web Design Sudhir H. Kale (Bond University) and Sangita De (Griffith University) Rising e-commerce volumes the world over provide opportunities to global marketers to expand their markets using the Internet. The Web has now made it possible to reach an audience of hundreds of millions of people at one point in time. However, significant culturally derived differences exist in the way audiences across the world will process site cues and react to websites. This paper reviews existing literature on culture and website design and goes on to discuss the impact of culture on web communication using Trompenaars' (1993) cultural dimensions. Can Consumers' Global/Local Consumption Orientation be Primed? James Kelley, Julie Lee and Geoffrey Soutar (University of Western Australia) Cultural frame switching (CFS) theory has been utilized in several studies which have found the individual's self-concept is malleable through the use of priming effects (e.g., national icons, national flags, and words). In this study we test consumers' responses to priming effects (world map vs. national flag) on the antecedents towards global consumption orientation (GCO). The results support the malleability of the global/local self. Respondents who were primed with the world map showed a higher level internal cosmopolitanism and this had a greater influence on GCO, whereas respondents who were primed with their national flag showed a greater influence of external cosmopolitanism on their GCO. Organisational Drivers of Service Firms' Export Performance Vinh Nhat Lu and Pascale G. Quester (The University of Adelaide) Service firms have played an increasingly important role in the prosperity of global and national economies. Nevertheless, there has been very limited research attention given to the international performance of service providers. Our study attempts to fill in this gap, by investigating firm specific characteristics as success drivers of Australian service exporters. The research findings indicate that international experience and management commitment of the firm are significant predictors of its exporting success. In addition, commitment of resources has an indirect impact on the performance of the firm. The study contributes to the theoretical development of the international services marketing literature, and yields several relevant implications for business practitioners. - 105 - ANZMAC 2008 – Track 10 Chinese Consumer Preference for Price-Based Sales Promotion Techniques - the Impact of Gender, Income and Product Type Lisa McNeill (Otago University), Kim-shyan Fam (Victoria University) and Kim Chung (Otago University) Customer satisfaction is known to have a positive impact on market share (e.g. Magi 2003) and satisfaction levels may be moderated by factors such as price sensitivity and perceived value (e.g. Rajagopal 2007). Transaction utility theory tells us that consumers will make overall cognitive judgements about a pricebased promotion after the experience, driving their intention to repeat the process in the future. Studies have shown a link between unexpected product promotions and increased cognitive processing of satisfaction and pleasure (e.g. Hastie 1984; Kahn and Louie 1990; Krishna, Currim and Shoemaker 1991), however, few studies have considered personal consumption factors such as income, cost and nature of the item purchased and gender in regards to their impact on acquisition and transaction utility. This study explores the impact of these factors in regards to satisfaction and pleasure with, and resultant preference for, price-based sales promotion in China. Willingness to Buy Non-Deceptive Counterfeit Branded Products: A Case Study of Indonesian Consumers Anas Hidayat, Katherine Mizerski and Madeleine Ogilvie (Edith Cowan University) Counterfeiting is one of the fastest growing industries in the world with actual losses extremely difficult to predict but estimated to be in excess of $10 trillion (Green and Smith 2002). Research in this area tends to focus on supply-side issues. The current study, however, examines the demand-side and focuses on Indonesian consumers' willingness to buy counterfeit products. Two factors, product extrinsic cues (i.e. brand and price) and product involvement, are examined for their influence on consumers' willingness to purchase known counterfeit goods. The results indicate that brand name provides consistent effects across involvement levels but that price is an effective indicator only in the high involvement purchase situation. Country of Origin (COO) Effects on Preferences and Choice: A New Zealand Case Study on International Tertiary Education Sussie Morrish, Christina Lee, (University of Auckland) Studies have found that the country of origin (COO) of a product is an important determinant of consumers’ bias and therefore affects evaluation and choice. While there is evidence to suggest that COO is an important consideration for consumers’ preferences of goods and merchandise, the generalisability of the findings from COO effects on goods to services is difficult because of the nature of services being different to that of goods. Using in-depth interviews, we explore COO effects on international students’ evaluation and choice of overseas study destination and propose a decision model. - 106 - ANZMAC 2008 – Track 10 Strategising for International Market Entry in Born Global Firms: An Analysis of Narratives Using Leximancer Gillian Sullivan Mort (Griffith University), Jay Weerawardena, Peter Liesch (University of Queensland) Increasing attention in international marketing has been directed towards understanding born global firms, highly entrepreneurial small medium enterprises that rapidly enter global markets. Recently, the role of the founder has become a focus of research. This paper reports an investigation of founder narratives of strategies for international market entry using the Leximancer system. A number of recurring themes and three emergent strategy types “business focused”, “technology focused” or “market focused” were identified. Implications and future research directions are discussed. Firm's International Business Capabilities and International Market Selection Process Syed H. Rahman and Md. Ridhwanul Haq (University of Western Sydney) This paper reports on the findings of a research on the relevance of firm's international business capabilities in its international market selection process, carried out among Australian international businesses. In this research both qualitative and quantitative methods have been used. Qualitative research has been conducted to help develop the construct and its measurement scale items and quantitative methods to test the same. The findings of this research show that in making their market selection decisions Australian international businesses consider their own strengths, objectives, and strategies in addition to the environmental considerations. Internationally Competitive Firms in Small Island Developing States: Why do They Succeed? Nick Scott, Sara Denize and Terry Sloan (University of Wester Sydney) Indigenous firms in small Island States are improbable candidates as internationally competitive firms. They are remote from markets and have limited resources, yet despite these disadvantages some of these businesses have succeeded, and their success has created important developmental benefits for the island nations in which they are located. As exporters to world markets these businesses improve their countries balance of payments positions, they create jobs and enhance regional stability. This paper examines the unique sources of competitive advantage secured by these firms using a resource-based view of the firm as a structuring theoretical framework. - 107 - ANZMAC 2008 – Track 10 Affective Versus Cognitive Responses to Foreign Currency Prices Simone Pettigrew, Tim Daly, Julie Lee, Geoffrey Soutar (University of Western Australia) and Ken Manning (Colorado State University) Although an area of relatively little prior research, increasing attention has been recently paid to consumers' currency conversion behaviours. Such behaviours have been primarily analysed in terms of the cognitive processes employed by those purchasing products in foreign or novel currencies. These studies have identified some commonly-used conversion methods but to date have not been able to provide a comprehensive account of the idiosyncrasies often noted in consumers' conversion behaviours. The present study adopted a qualitative approach to obtain data relating to consumers' experiences when purchasing products while travelling overseas. The findings suggest that rather than being a purely cognitive process, currency conversion can involve an emotional element that influences how consumers perceive the value of items under consideration. Implications for managers and public policy makers are provided. Cross-Cultural Issues in Domestic Ethnic Marketing: An Approach to Address a Research Gap John Stanton (University of Western Sydney) and Guilherme Pires (University of Newcastle) A growing international literature discusses how to market to 'ethnic consumers' within ethnically diverse countries. While the ability to research and apply findings from ethnic groups in one country to another has long been the subject of crosscultural research protocols, within a country such protocols appear a neglected dimension. Failure to attend to the cross-cultural implications for studying the consumer behaviour of ethnic consumers within a country questions both the way in which ethnic consumers are segmented and the ability to generalise findings on how and when to reach ethnic consumers using a targeted approach based on their ethnic identity. This paper expands the basis for this criticism and proposes a research framework that is intended to generate segments based on ethnicity that are more robust in terms of homogeneity and size. Drivers of Green Power Electricity Purchase Yiming Tang (Macquarie Graduate School of Management) and Milind Medhekar (Toshiba International Corporation Pty Ltd, Sydney) This study aims to identify key factors differentiating users from non-users of GPE (Green Power Electricity) in Australia. The results show that consumer's environmental concern and his/her ecologically conscious behaviour are key drivers of GPE adoption. Younger consumers are also more likely to be GPE users as well. Findings of this study bear significant implications to both governments policy formation and to GPE sellers. It calls for increased effort in public education - especially to younger people - and marketing campaign to raise consumers' awareness and concern over the environment. Further, it recommends that such a campaign should join hands with other activities promoting ecologically friendly behaviours in order to maximize the adoption of GPE. - 108 - ANZMAC 2008 – Track 10 Franchising: A Pull Strategy to International Expansion Megan Thompson (University of Western Sydney) See abstract page 46 Compliance and the Failure of a Green Franchise Expansion: A Case Study Megan Thompson (University of Western Sydney) International business franchising is a strategy that seeks to replicate a packaged business franchise system usually developed for a particular domestic market into foreign markets. The system of doing business is usually a key asset of the franchisor that attracts potential licensees. Therefore, compliance with the prescribed business format system is commonly expected when a licensee purchases such a system. This is a case study of a green franchise. An Australian franchisor successfully involved in printer cartridge refills licenses a Singaporean business to become the master franchisee for that country. Reasons for the failure of this license are examined. They point to a range of non-compliance issues. Developing a Dynamic International Branding Capability Ben Karpin, Ranjit Voola (University of Sydney) and Ewan Firth (Synovate) Although some scholars have discussed the strategic contributions of international branding, work in this domain is largely tactical in nature. Moreover, marketing strategy scholars have argued that dynamic capabilities are a source of competitive advantage in international markets because they help firms cope with rapidly changing environments. To this end, this study integrates the dynamic capabilities perspective and international branding literatures to conceptualise a 'Dynamic International Branding Capability' (DIBC), before developing a set of propositions related to the management of a DIBC. For Love of Country: Consolidating Ethnocentrism, Patriotism, and Consumer Openness Measures in Thailand Warat Winit, Gary Gregory and Rita Di Mascio (The University of New South Wales) In this study, we demonstrate the difference between concepts of ethnocentrism and patriotism and examine the validity and reliability of their reduced version of measurement scales in Thailand. Additionally, we consolidate concepts of global openness, cosmopolitanism, and cultural openness by constructing more parsimonious measurement scales. Relationships among all constructs are investigated and results and implications for future research are discussed. - 109 - ANZMAC 2008 – Track 10 The Korean Wave: A Marketing and Innovation Diffusion View James Y. Yoo and John Stanton (University of Western Sydney) A surge in Korean popular culture exports (cinema, live and recorded music, and television program content), commenced in the late 1990's. While its causes have been the subject of speculation from a mainly sociological perspective, its growth and spread from an international business and marketing perspective has been less researched. This paper examines the wave from a marketing perspective and considers the applicability of diffusion models to explain both its success and possible dissipation. Country of Origin Effects on Job Choice Decisions Moulik M. Zaveri, Rajendra Mulye and Christopher White (RMIT University) Country-of-origin (COO) studies have acquired growing importance from last four decades in marketing and international human resources management (IHRM). Theoretical and empirical investigations in both the streams have found COO as an influential predictor for consumer markets and management practices in IHRM. As a review of the literature from both streams did not yield a single published study from the stand point of COO effects on recruitment and job choice decisions, we contribute by proposing a unique conceptualization of the relationship between these two constructs taking into consideration reciprocal and intervening variables. - 110 - ANZMAC 2008 – Track 11 TRACK 11: Marketing Education Organisational Competencies and Strategic Choice in Institutions of Higher Learning Abdul Rahim Abu Bakar, Fariza Hashim, Hartini Ahmad, Hisham Dzakaria, Filzah Md. Isa (Universiti Utara, Malaysia) The hostile business environment in Malaysian PHEIs has proved to be fatal to numerous institutions. While there are success stories, the issue looms as what differentiates the performers and the non performers. As such, this study was conducted to understand why some PHEIs perform better than others; and whether the differences in performance are due to the choice of strategy. Finally, this study explores whether the organisational competencies influence towards the institution choice of strategy. Based from a sample of 97 PHEIs, the study depicts that differentiation strategy was significantly link to performance with a spectrum of organisational competencies influencing the institution’s choice of strategy. Study Approaches and Student Perceptions of Delivery of a Marketing Unit: A Comparative Analysis of on and off Campus Students. Rodney Arambewela and Pamela Mulready (Deakin University) Based on a revised SPQ2F instrument (Biggs, 2003, Biggs and Leung, 2001), T tests and cross tabulation, this study investigates the differences of the study approaches of students and their perceptions of the delivery of a marketing unit in an Australian university. The results indicate that there are no significant differences in students' general approaches to study though their study methods may differ according to the learning contexts and the prior learning backgrounds. The also study reveals that majority of students seem to adopt deep learning than surface learning approaches, though in comparison on campus students appear to have deep learning orientations than the off campus students. Second Life: A Course in Online Advertising Susan B. Barnes and Neil Hair (Rochester Institute of Technology) In 2008, a topic in online education is the introduction of Second Life into the classroom. For many years, the use of technology in education has been a controversial topic. For instance, in 1996, the author3 and Lance Strate wrote an article called "The Educational Implications of the Computer: A Media Ecology Analysis," which agued that it is necessary to understand the advantages and disadvantages of introducing computers into education. This present paper will revisit some of the arguments of the 1996 paper in light of the new virtual world of Second Life and an online advertising/marketing course taught using this new environment. - 111 - ANZMAC 2008 – Track 11 Does Group Work Spark Creativity? Greg Boland, Amanda Burrell and Ali Quazi (University of Canberra) The question as to whether group activities stimulate student creativity has generated considerable interest in educational circles for decades. This paper addresses the impact group work may have on stimulating creativity amongst entrepreneurship and marketing students in enhancing their knowledge base and employability upon graduation. An historical overview of group work and creativity in an educational setting is presented. The review aims at stressing the importance of educators' roles in providing conducive classroom environments for creative learning in Entrepreneurship and Marketing disciplines. A conceptual model is proposed subject to future empirical testing to reflect and highlight the authors' methodologies and techniques enhancing students' creative abilities. Finally, this paper utilises the experience of a group of multi-award winning and acclaimed authors with regard to their research, creative teaching and learning exchanges in linking students with the broad community. Impact of Cultural Values in Singapore and Malaysia Chinese Students' Choice of New Zealand as a Tertiary Destination Kim Chung (University of Otago) Cultural values are recognized as a powerful force shaping consumers' motivations, lifestyles and product choices (Bednall & Kanuk 1997; McCort & Malhotra 1993). Despite the plethora of studies on choice in international education, there is a scarcity of discussion on the impact of cultural values in education purchases. In a review of the literature, hypotheses are developed and validated by questionnaire survey. The result of this study shows that cultural values of Chinese students while still in their home countries of Singapore and Malaysia had an impact on their intended tertiary destination (New Zealand) and their preferred sources of information for university enrolment. This study shows that New Zealand society appeals for its low corruption and high level of honesty and fairness which are attractive to these students because these values help to reinforce group harmony, a prominent characteristic of Chinese society. The student's preference of using education fairs, university open days and representative agents as sources of information for university enrolment is consistent with the high Context nature of Chinese society. The findings of this study add to the extant literature regarding educational choice factors and also offer useful practical contributions. The Marketing Theatre Model for Teaching and Learning Jörg Finsterwalder and Billy O'Steen (University of Canterbury) The paper describes an innovative approach for teaching particular marketing skills to tertiary students through improvisational theatre experiences. These skills of communication, creativity, ambiguity-tolerance, team building and problemsolving have been identified by researchers to be crucial in the marketing field and often missing in marketing education. In addition to basing the teaching approach on research suggesting that improvisational theatre is an appropriate method for practicing those skills, there is already an established metaphor that links marketing to theatre. - 112 - ANZMAC 2008 – Track 11 Towards More Student Centred Learning in Hong Kong Since Chinese Rule Kathleen Griffiths (RMIT University) This paper studies the use of an English revision CD for students in Hong Kong taking the course International Marketing in Hong Kong. The students were all mature part-timers studying their final subject for their bachelor of business marketing. Two classes were given a pre-test to test their knowledge of the course material prior to lecturer intervention. Half-way through the course, students were given a mid-semester test, and at the end of the course, students completed an end of semester test covering the whole course. At the end of the semester, one class was given a CD containing only power point slides from the lectures. The other class was given a more complete revision CD with audio and video summaries of the lecture materials together with English words scrolling on the screen. A questionnaire was given to each student asking about their usage of the materials, which many of them submitted at the same time as their exam. These results are in the process of being analysed, with most students agreeing that the audio/video/English CD was of help in their studies. Future analysis will show in more detail the correlation between students' results for these tests and their usage of the materials contained on the CD.While researching the culture and educational behaviour of the Hong Kong students, many cultural differences were found including the usage of rote learning and revision. Although Hong Kong students do use more rote learning than students from Australia, it was also found that they were able to become more student centred rather than teacher centred. Changes were made to the curriculum due to these findings, and a more student centred course is now run in Hong Kong. It is still being fine-tuned, but together with the English language CD for revision and a more student-centred style, the course is becoming more interesting to teach and student satisfaction has also increased. Fostering Graduate Attributes and Experiential Learning through Web Based Primary Research Cullen Habel (The University of Adelaide) The themes of experiential learning and generic graduate attributes are currently topical amongst university educators. Graduate attributes run the risk of being considered as an amorphous wish list that educators have difficulty practically contributing to, while it is tempting to leave experiential learning to the end of a program. This paper demonstrates how it is possible to deliver both without leaving the classroom through the use of a web based survey tool and a hierarchical framework of graduate attributes. - 113 - ANZMAC 2008 – Track 11 Who Prefers What? The Effectiveness of Blackboard for On-Campus Marketing Students in Singapore Henry Wai Leong Ho (Swinburne University of Technology) and Helen Madden-Hallett (Victoria University) Tertiary institutions in Singapore are increasingly replacing elements of their traditional on-campus lectures and tutorials with more advanced technological approaches. These technologies provide tertiary institutions with an ideal opportunity for on-campus students to access learning resources and provide them with more control over their learning. The current study focuses on oncampus students enrolled in an undergraduate marketing subject that have used Blackboard to facilitate students' learning. The sample consisted of 390 undergraduate business students. The findings indicated that most respondents would like Blackboard to be more fully utilised offering results calculators, and additional learning resources to facilitate their learning. Standards-based Assessment' for Marketing Courses: Reconciling the Gap Between Ideas and Implementation in Measuring Creativity Aila Khan and John Stanton (University of Western Sydney) The development of Standards-Based Assessment (SBA) for university marketing courses requires a specification of criteria as well as the development of a concord between criteria and standards. Implementation of this process for different types of marketing courses and tasks warrants research of the issues and for guidance on how to proceed. This paper explains the types of issues likely to arise in implementation using the example of a poster development task set for undergraduate marketing students and assessment of creativity. Emphasis on the difficulties of construction is used to focus on the benefits and limitations of using SBA. A Proposed Conceptual Model for Investigating Undergraduate Student Choice of Programs and Universities Foula Kopanidis, Raju Mulye and Tim Fry (RMIT University) Understanding how undergraduate students' express preferences through choosing particular degree programs at particular universities have significant implications for tertiary institutions ability to attract and retain students. Based on a multidisciplinary literature review, two underlying dimensions appear to emerge pertaining to choice behaviour, those of external and internal constructs. A conceptual model proposes a pathway of influence between the psychological variables of personal values, motivation, selection criteria and exogenous variables. A series of hypotheses are proposed within a causal methodology to facilitate the prediction of 'student types' in terms of their significant drivers. Targeted marketing using student profiles may be an approach by which tertiary institutions proactively address retention rates. - 114 - ANZMAC 2008 – Track 11 What Employers Want: Australian Verses American Desirable Graduate Attributes Justin Debuse and Meredith Lawley (University of the Sunshine Coast) Employer requirements are often researched when preparing and reviewing curricula, with the match between the graduate attributes of curricula and skills required by employers a common focus. However, although most new marketing graduates must successfully fulfil online recruitment site requirements, the fit between employers' needs when surveyed compared to what they actually specify in employment advertisements is poorly understood. To address this gap a novel data mining approach is employed, using a large online employment data sample from Australia and the United States. Results suggest that employers seek business knowledge and experience, rather than specific technical skills. A clear gap was also identified between the eight specific skills employers claim to want and the general business knowledge and experience stipulated in many advertisements Textbooks: Fastfood or Dine-In? Preliminary Views Gary Marchioro and Maria Ryan See abstract page 120 Examining the Role of Personal Communication in Business Simulations, Case INTOPIA Tommi Mahlamäki, Olavi Uusitalo and Santeri Repo (Tampere University of Technology) Computer based business simulations are often considered only as number crunching and mechanical decision-making. Moreover, communication skills are not normally emphasized in business simulations. This paper focuses on the role of personal communication as a facilitator of learning in computer based business simulations. Business simulation INTOPIA is used as a case example. It is found that personal communication links in INTOPIA are more complex than in a typical business simulation. Results indicate that interaction between teams can facilitate learning. Interaction is seen most beneficial in learning of relationship management, negotiations and conflict resolution. Results suggest that students prefer INTOPIA business simulation (with interaction between teams) to a more typical simulation where participants play against other teams only through the business simulation model. Teaching Strategic Marketing: Applying the Jazz Metaphor Michael K. Mills (University of Southern Queensland) The article discusses how the metaphor of jazz music making is used to facilitate visualisation and application of strategic thinking and creativity in the strategic marketing course. The evidence shows that students adapt well to and enjoy the metaphor, and find that it facilitates their learning of the subject. - 115 - ANZMAC 2008 – Track 11 Change Management Capability: The Missing Link in Marketing Education Cathi Mullen and Val Siemionow (Charles Sturt University) Contemporary marketing professionals increasingly need to operate within a complex and fluid environment. This paper considers the challenges presented to marketing education by the changing boundaries of the marketing discipline and the marginalising of the marketing function within organisations. If the marketer’s role is conceptualised as an agent of change within organisations there is a gap in the training, skills and knowledge of marketing graduates (particularly at the postgraduate level) in the area of change management. We conclude that including change management theoretical frameworks within the marketing curriculum would better prepare future marketing professionals for the demands of a complex and constantly changing workplace. "Overture, Curtains, Lights…": Engaging 'Millennial' Marketing Students Through Business Theatre. Glenn Pearce (University of Western Sydney) and Ian Braithwaite (Charles Sturt University) Engaging university students of a millennial generation is a learning challenge currently facing marketing educators. In an attempt to engage millennial students and depart from the typically low-key introduction associated with the first class in many marketing units, a piece of business theatre, inspired by the theatre in education movement, was performed in a core, second-year Marketing Communications unit. Interpretive research, via a cartoon test, sought to explore student perceptions of business theatre's educational contribution. Findings from the exploratory study suggest that students perceived the business theatre activity to be attention-grabbing, different and beneficial to their learning. Results of the pilot study have implications for educators seeking new means for engaging students by altering teacher-student dynamics and fostering a positive learning environment. Teaching an Introductory Marketing Course to a Multicultural Student Body: A Reflective View Mohammed A Razzaque (The University of New South Wales) Teaching an introductory marketing course to undergraduate students with multicultural, multi-ethnic backgrounds is a major challenge facing educators. The heterogeneity and diversity of the student body make it difficult to engage students in the learning process, encourage them to participate in class discussions and to foster critical thinking. This paper presents the 'P3RIDE - F' approach, (ponder, practice, present, reflect, interact, concentrate, evaluate concepts, and provide feedback), a proactive experiential learning method that seems to enhance student interest and involvement and promotes critical thinking. The effectiveness of the approach has been evident from various performance measures and student feedback. - 116 - ANZMAC 2008 – Track 11 A Formative Approach to Customer Value in the Indonesian Higher Education Sector Ratna Roostika and Siva Muthaly (Swinburne University of Technology) Superior customer value is essential to win competition. Customer value has grown in interest since it has been found to have stable impacts on customer satisfaction, behavioural intentions and ultimately firm performance. However, many customer value studies conceptualized customer value in a reflective manner which was found to be conceptually incorrect. This study adopted the higher-order formative conceptualization of customer value and examined its links to customer satisfaction and behavioural intentions. By applying partial least squares to test the model in the higher education setting, the results indicate that customer value has positive relationships with customer satisfaction and behavioural intentions. Additionally, it was found that the effects of customer value and customer satisfaction on behavioural intentions were only small. Are Our Top Journals Becoming More International? Daniela Rosenstreich (Charles Sturt University) and Ben Wooliscroft (University of Otago) The study examines the editorial boards of ten of marketing's top journals over three time periods. The analysis covers the size of the editorial boards, the location of board members, and the network between boards. The study is significant because the composition of journal editorial boards has been shown to be linked to the degree of heterogeneity in the material published, and publication in highly ranked journals is important in assessments of research performance. Furthermore, longitudinal studies of editorial board composition are rare. Results reveal that the size of the editorials boards has grown substantially since 2004, while the degree of overlap between the boards has remained consistent. There was a small increase in international participation overall in 2008, but some journals had reduced international membership. While further research is recommended, the results may provide assistance to non-U.S.A.-based authors wishing to maximise potential for a positive reception to article submissions. Community Engagement as a Teaching and Learning Tool Maria M. Ryan and Gary Marchioro (Notre Dame University) This paper outlines a model developed in partnership between a university and a state government education department. The model provides market information for school principals to develop their marketing plans. Under the new competitive public school environment of devolution it is imperative that schools shift focus from a traditional passive approach to a more proactive community centric marketing strategy- an unorthodox approach to education provision. This approach demands a shift from mainstream to innovative service delivery. The paper discusses the development of expertise in researching local community educational needs with a view to establishing long term, mutually beneficial relationships. - 117 - ANZMAC 2008 – Track 11 Google Citations and the Australian Government's A Journal List Geoffrey N. Soutar and Jamie Murphy (University of Western Australia) Research quality has become a major issue in the Australian university system and journal quality, as determined by discipline committees, seems likely to play a major role in the government's new assessment system. This paper examined the Google citations obtained by marketing journals rated as A* or A in the Government's recent journal list to see whether the A* and A journals differ from each other and from other journals rated in the B category. Some implications are discussed. Comparing Universities' Perceptibility of What Their Students Anticipate and Students' Anticipation : Northern Region of Thailand Supathanish Termsnguanwong (Payap University, Thailand) This study looks at the consciousness of the importance of marketing strategies in four Universities in Northern region of Thailand . Whilst the study is about marketing the focus is on the consciousness of the students' anticipation by the senior staff and other staff of the Universities. The main thesis forming this dissertation is that to successfully market themselves the universities should make it their business to know the anticipations that the students bring about their universities. If there is "incongruence" or a wide gap between what the students expect and what the senior staff and other staff think what the students expect,there is a danger that the students will feel let down and in the long run it will affect the standing of the Universities. Experiential Satisfaction with a Wholly Online Marketing Unit Allison C. Ringer, Andrea Vocino, Michael Volkov and Kerrie Bridson (Deakin University) This study examines the relationship between students' satisfaction with a core undergraduate marketing unit, preference for online or face-to-face mode of teaching delivery and intent to major in marketing. The core undergraduate marketing unit was offered only in a wholly online mode, although many of the students had experienced traditional face-to-face classes in previous units. The study of consisted of 112 undergraduate students. Findings indicated students' preference in face-to-face learning did not affect satisfaction with the marketing unit, but there was a significant relationship between unit satisfaction and students preference for online learning. Learning mode preferences suggested neither the online or face-to-face mode of delivery affected students' choice in majoring in the marketing discipline, however, there was a significant relationship between student satisfaction and intent to major in marketing. - 118 - ANZMAC 2008 – Track 11 Students' Perception of an Online Marketing Subject: A Qualitative Approach Michael Volkov, Allison C. Ringer, Kerrie Bridson and Andrea Vocino (Deakin University) Extant literature supports the growing importance of offering flexible modes of learning delivery in order to meet the needs of a diverse student cohort. The increased use of information and communication technologies (ICT) has lead to an enriched learning experience, but has also posed a number of constraints and challenges for students. Although there is an abundance of research regarding students' perceptions, attitudes and satisfaction with the online learning environment, most of this is taken from the perspective of the distance education student. The purpose of this qualitative study is to examine these issues from the perspective of a mixed cohort of students (both on and off campus), who are required to complete a core, undergraduate marketing unit exclusively online. Working While Studying: Impact on Marketing Students' Experience of Group Work Steven Ward and Simone Volet (Murdoch University) Around 70% of Australian students have reported working more than 12 hours a week. Recent large scale research in the UK suggests that there is a negative relationship between hours worked and academic achievement. There is however, no research to the authors' knowledge as to how the number of working hours affect student learning in groups, and whether students in groups with varying work patterns report better learning outcomes in groups where student working hours are similar. This study reports that overall, greater working hours decreases students' perceptions of the value, as well as their experience of group work, and this is occurred more with 2nd and 3rd students. It also reveals that, students studying in groups where there was a large proportion of students working more than 2 days a week displayed significantly more negative appraisals of their experience at the end of a project than their peers in groups where few students were working. It appears that working part time does not assist in learning or the organisation for learning in student groups. Blogging 101: The Effectiveness of a Reflective Online Journal as Part of a Final Year Placement Unit Katharina Wolf (Curtin University of Technology) Blogs have been around for roughly half the history of the World Wide Web and are increasingly used as part of the communications mix and, however, they are still only scarcely integrated in the teaching toolkit. This study reviews the effectiveness of blogs, or online journals, within the context of a compulsory, final year placement unit, with a particular focus on combating feelings of isolation, enabling a broader insight into the industry and encouraging an international perspective on industry practice. The results suggest that despite the high administrative workload experienced by academics, the introduction of the Reflective Blog was an overall success, suggesting that blogs are particularly useful in the context of an individual tuition unit, effectively shifting the focus away from mainstream, standardised textbooks to 'offbeat', interactive teaching tools, encouraging peer to peer learning. - 119 - ANZMAC 2008 – Track 11 Textbooks: Fastfood or Dine-In? Preliminary Views Gary Marchioro, Maria M. Ryan, Notre Dame University (Fremantle, WA) Textbooks have traditionally been a fundamental part of a university course and integral to student learning. This paper presents initial findings from a study on university students' evaluations of a new series of textbooks for first year marketing and management courses. Besides offering a variety of digital media options in content delivery, these textbooks offer a shift from the mainstream to a fresh and innovative approach in terms of format, style and content. Student reactions were summarized under three major themes; magazine format, emotional connection and usage of the text. Findings indicate that a shift away from traditional approaches to a product that meets the unique and different needs of a new generation of students can be attained by relatively simple solutions. First year students' demands for immediate, concise content coupled with integration using a multimedia approach might more fully satisfy the learning needs of the so-called new generation of learners termed Gen Y. - 120 - ANZMAC 2008 – Track 12 TRACK 12: Marketing Metrics Has Brand Loyalty Declined ? An Extension of Dekimpe Et Al (1997) John Dawes (University of South Australia), Lars Meyers-Waarden (University of Toulouse) and Carl Driesener (University of South Australia) This study tests the proposition that consumer loyalty is declining over time. It builds on prior work by Dekimpe et al (1997) that examined repeat-purchase loyalty in 21 categories over a two-year period. This study uses a much longer time period, which affords a greater opportunity to identify changes in loyalty. Three packaged goods categories are used in this preliminary stage of a largerscale project. The study uses a measure of brand switching within a category, the Dirichlet S parameter, as the loyalty indicator. Using this parameter controls for market share changes and changes in category purchase frequency, both of which might otherwise confound the results. We find a slight downward trend in brand loyalty in one product category, a more noticeable trend downward in a second, and no trend in a third category. So it may be that brand loyalty is exhibiting some decline over time, but preliminary indicators are that the decline is small and inconsistent across product categories. Measurement Deficiencies in the Net Promoter Score Robert East (Kingston Business School, London) The Net Promoter Score (NPS) is intended to measure of the combined effect of positive and negative word of mouth on a firm's sales. When he introduced this measure, Reichheld (2003) claimed that it predicted sales outcomes better than alternatives. However, tests of the NPS have given a poor prediction of financial performance compared with the American Consumer Satisfaction Index (ACSI). We examine weaknesses in the design of NPS, introduce new evidence and suggest a word-of-mouth measure that could predict sales and profit outcomes better. Use and Perceived Importance of Marketing Metrics in Different Business Settings Johanna Frösén, Matti Jaakkola, Antti Vassinen, Petri Parvinen and Jaakko Aspara (Helsinki School of Economics) Marketing metrics that link marketing activities to business performance are key to integrating marketing management with the firm's decision-making and operating process. Earlier studies (Ambler et al. 2002; 2004) have found a connection between top management orientation and the metrics used, moderated by business sector. Using empirical evidence from an extensive survey of 1119 Finnish companies, this paper examines the role of business sector and external turbulence as mediating factors, identifying that sector and nationspecific turbulence influence the use and perceived importance of marketing metrics. - 121 - ANZMAC 2008 – Track 12 An Empirical Validation of Conditional Trend Analysis Software Richard Lee and Malcolm Wright (University of South Australia) This study validates a spreadsheet for conditional trend analysis (CTA). CTA was introduced by Goodhardt and Ehrenberg (1967) as an extension to the negative binomial distribution. It predicts the purchase rate of consumersin a subsequent period, based on their current period purchase class (zero buyers, bought once, twice and so forth). These predictions allow companies who use panel data to benchmarkand track buying behaviour over time. For example, how much attrition in purchase rates for 'heavy buyers' is to be expected? CTA will provide the answer. There have been no easily available tools to apply CTA, limiting research in this area, until recently an appropriate spreadsheet was developed. In this paper we test the validity of the spreadsheet's calculations, using three datasets reported in Goodhardt and Ehrenberg (1967). We find that the spreadsheet yields similar results to the original study, demonstrating that the spreadsheet can be used with confidence to spur research in this under-developed area. Do All Private Label Brands Exhibit Excess Loyalty? Vipul Pare and John Dawes (University of South Australia) This paper examines a well-known factor linked with deviations from the double jeopardy pattern, namely private label brands. The paper investigates 68 private label brands across 12 categories. The aim is to identify how frequently private label brands deviate (show excess or deficit loyalty) from double jeopardy; and also to explore the difference between those that deviate and those that do not. The main findings are (a) not all private label brands deviate from double jeopardy, (b) when they do deviate, they almost always show excess loyalty, (c) private label brands within food categories are more likely to exhibit excess loyalty, and (d) neither the size of the private label brand nor whether it is a mainstream brand or an extension, appear to be associated with deviating from the double jeopardy pattern. - 122 - ANZMAC 2008 – Track 13 TRACK 13: Marketing Research and Research Methodologies Using Narrative Analysis to Explore Employee Constructions of the Self, Organization and Brand Sandy Bennett (University of Auckland) The aim of this paper is ostensibly outlines how I arrived at the decision to employ narrative analysis in order to explore service branding from an internal (inside the organisation) point of view. My decision to adopt a narrative perspective flows from a social constructionist / interpretive / hermeneutic / discourse analysis methodological position. Arising out of this position are various assumptions around the materiality of language and the usefulness of narrative in providing the researcher with access to people's lived experiences, particularly within a complex organisational setting. This paper is ultimately a narration of my own exploration into methodological concerns around the use of narrative analysis The Effect of Questionnaire Colour, a Chocolate Incentive and a Replacement Return Envelope on Mail Survey Response Rates Mike Brennan and Xiaozhen Xu (Massey University) A mail survey of the general public was used to examine the effect on response rates of a chocolate incentive, questionnaire colour, and a replacement reply-paid return envelope. The chocolate significantly increased the response rate when used in the first mail-out, but significantly decreased the response rate when used in a follow-up mail-out. Neither the colour of the questionnaire (white or purple) nor the replacement reply-paid envelope significantly affected response rates The Effect of Questionnaire Colour on Mail Survey Response Rates: Further Data Mike Brennan (Massey University) The effect of questionnaire colour on survey response rates has received relatively little attention, especially in surveys of the general public. Findings to date suggest that questionnaire colour generally doesn't have a significant effect on response rate, although pink and purple may do. This study compared the response rates generated using four different coloured questionnaires (red, blue, green, purple) and white. None of the colours produced a statistically significant different response rate to white, in any of the three mail-outs, or cumulatively. Nor were statistically significant differences due to colour found across different respondent age-groups, or between genders, or with regard to item-non-response or respondents' willingness be re-interviewed. - 123 - ANZMAC 2008 – Track 13 A Test of Two Procedures for Increasing Mail Survey Response Rates: A Chocolate Incentive and a Replacement Questionnaire Mike Brennan (Massey University) A mail survey of members of the general public was used to test two methods for improving survey response rates: a chocolate incentive, and a replacement questionnaire. The sample was randomly selected from the Electoral Roll of a large New Zealand city. The incentive significantly increased the response rate to the first mail-out but not the second, and the effects of the incentive did not persist past the mail-out in which it was used. Sending a replacement questionnaire was slightly more effective in the third mail-out than in the second, but the difference was not significant. The most effective way to improve response rates is to employ follow-up mail-outs, with or without an incentive, and include a replacement questionnaire. Using Foucaldian Critical Discourse Analysis as a Methodology in Marketing June Buchanan (Macquarie University) Discourse analysis has typically been associated with linguistics. Authors such as Elliott (1996) however, call for its application into the marketing discipline, as he considers it is time for marketing to adopt new methodologies, particularly from other disciplines. In spite of the fact that discourse analysis on its own does not necessarily set out to be critical, Maingueneau (2006 p. 230) makes a simple but clear distinction between 'weak' which entails a "simple description of structures of texts and talks" (discourse analysis) and 'strong' involving analysing the connection between discourse and social structures (critical discourse analysis). A forthcoming study of media's portrayal of the gaming industry will adopt critical discourse analysis using a Foucauldian approach. Utilising Leximancer to Characterise Abstracts From Selected Journals: 2007 Marion Burford (University of New South Wales) As text-mining software has developed its capability to manage different analytical tasks, there has been an interest in utilising such systems to support content analysis. Leximancer provides text-mining and mapping that allows the analyst to undertake iterative analysis. This study takes three sets of journal abstracts and evaluates the ability of the software to characterise each journal without prior 'coding'. Each journal was mapped and the main concepts identified. Profiling then highlighted areas where the journals differed from each other. Overall Leximancer provided a powerful tool enabling a depth of understanding that would be difficult to develop using traditional content analysis methods. - 124 - ANZMAC 2008 – Track 13 Model to Model Replication: Outlining a Docking Process Sara Denize (University of Western Sydney), Doina Olaru and Sharon Purchase (University of Western Australia) Wilensky and Rand (2007: 6) highlight that all complexity modellers need to develop a suite of best practices" allowing them to validate and verify the computational simulation models they develop. Such practices are critical if computational simulation models are to be accepted by the wider academic community, rather than just by computational modellers themselves (Maguire et al. 2006). This paper presents a docking validation procedure conducted between a fuzzy logic model and an agent-based model. Both models simulate the flow of resources within innovation networks. The paper presents the steps taken, problems encountered and strategies used to dock the two models. Enhancing Survey Response Rates: Lessons From A Field Experiment Fellicitas Evangelista (University of Western Sydney), Patrick Poon (Lingnan University), and Gerald Albaum (University of New Mexico) This paper compares the results of a field experiment and a scenario-based survey about why people participate in surveys. Using four consumer behaviour theories, scripts for soliciting survey participation were developed and tested. The differences and similarities obtained from the two studies are analysed with the view of providing insights into two aspects of research namely, survey participation and research design. Cross-Case Analysis: An Alternative Methodology Robyn McGuiggan and Geoffrey Lee (University of Western Sydney) Cross-case analysis is a qualitative methodology widely used in social science. However, systematic and rigorous analysis techniques that consistently produce objective and reliable findings need to be identified. This paper adapts Porter's Strategic Group Mapping principles to form an analysis technique for explanatory research. A cross-case analysis of 18 horticultural retailers was undertaken to investigate antecedent variables associated with a firm's adoption of e-business. From 16 constructs identified in the literature, five independent variables for adopting e-business were significant, providing support for the use of Strategic Group Mapping principles in qualitative data analysis. It is suggested that this technique provides a complementary tool for improving internal reliability in crosscase research. Is More Less or Less More? A Study of Radio Station Market Shares Gavin Lees (Victoria University) See abstract page 42 - 125 - ANZMAC 2008 – Track 13 A Test of the Effectiveness of Two Modes for Following Up NonResponders to Radio Diary Research Gavin Lees (Victoria University) and Mike Brennan (Massey University) Due to ever decreasing response and return rates, finding a cost-effective method for following up media research panels is an increasingly important issue, especially for radio listening research (Gendall and Davis 1993). This paper reports the findings of an experimental study that examined the effectiveness of two different modes for following up members of a radio diary panel. The modes tested were telephone contact and a mailed letter. The combined follow-up strategies increased the return rate of completed diaries by 23 percent. However, there was no real difference in either the return rates or the cost effectiveness of the two modes. The telephone treatment eliciting just three more returned diaries than the mail treatment, and cost $1.17 per return compared with $1.22 for the mail treatment. These results suggest that, for improving the return rate in radio research, it makes no difference whether non-respondents are followed up by mail or telephone. Modelling Area Market Demand: A Case Study Using Multiple Regression and Multivariate Adaptive Regression Splines Hongwei Lu, Mark D. Uncles, Gary D. Gregory and Lihua Zhao (University of New South Wales) Statistical models help marketers explore the nature of marketing phenomena for effective targeting of customers within local areas. However, conventional multiple regression (MR) models can only reveal patterns in a simple way by forcing data into linear relationships, whereas it may be advantageous to tease out more complex relationships within the data. Multivariate adaptive regression splines (MARS) is applied to overcome some of the problems associated with conventional MR models. As a case study, we consider the modelling of area market demand for a European car brand. Car sales in each small area are modelled as functions of four influencing factors (distance to dealership, level of monopoly, brand pre-ownership, and recent sales). MR indicates a direct, linear, and uniform impact of these influential factors on area market demand, in line with spatial marketing theories. However, MARS provides additional insights by showing non-linear relationships among these influencing variables. We show that the use of MARS not only results in a better fitting model but also offers valuable information for marketing strategy. Embedded Structure and Emergent Patterns of Marketing System: An Interpretation of Empirical-based Agent-Based Modelling Jie Meng (University of New South Wales) Evolutionary systems are characterized by two distinct features as "embeddedness" and "emergent properties". Both of them are in the logic developed from bottom to top, however, the former concept describes the implicated patterns that are both containing and contained by others in a multilevel complex system, while the latter one depict the change within which a novel pattern or structure is developed from the composing elements. This paper adopts traditional regression model and agent-based modeling approach for a single drug retailing case, and provide some thoughts of model validation and comparison for such an evolutionary marketing system. - 126 - ANZMAC 2008 – Track 13 An Empirical Examination of Referentially Modified Quality and Value for Cost Scale Items Ann Mitsis (Swinburne University of Technology) and Patrick Foley (Victoria University) This study empirically examines the effect of referentially modifying pre-existing valid dimensions of consumer-based brand equity. Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean, Ricks and Wirth's (2004) quality and value for cost dimensions were selected for their validity and robustness. These were modified for a university context, where the postgraduate business student consumer group rated their opinions against these modified items. This empirical study found that Netemeyer et al.'s (2004) quality and value for cost dimensions of consumerbased brand equity maintain their reliability when scale items are referentially modified. Differences in Item Responses: A Gendered Approach Fiona Newton (Monash University), Thomas Salzberger (University of Economics and Finance, Vienna) and Mike Ewing (Monash University) In most quantitative studies, differences between sexes are assessed, even though this is often done outside the bounds of a theoretical paradigm. Similarly, differences in the item response behaviour between male and female respondents should also be investigated and this should be done in a theory-driven way. In this paper, a literature review is presented concerning a number of gender-based differences. Three empirical examples are presented to illustrate where gender turns out to be a factor that should not be ignored. In terms of appropriate methodology, we borrow from cross-cultural research, which allows for a straightforward analysis of gender-based differences. We, consequently, make the case for a more attentive consideration of gender as a source of measurement bias. A Difference in the Unit of Measurement - A Hidden Threat to the Comparability of Measures Derived from Rating Scales Thomas Salzberger and Monika Koller (University of Economics and Business, Vienna) While potential distortions of rating scales have been investigated in great detail in marketing research, the question whether the unit of measurement is the same for different groups of respondents or for different sets of items is still underresearched. A different unit represents a hidden threat to the interpretation and comparability of measures. Exemplified by the CETSCALE measure, we investigate, based on item response theory, whether the order of response categories (from agree to disagree or reversed) has a bearing on the unit of measurement. In fact, there is a remarkable difference in the unit caused by respondents discriminating more sharply between categories when a scale from high-to-low agreement is presented. Generally speaking, we advocate a more sophisticated analysis of response categories. In particular, the unit of measurement requires more attention. - 127 - ANZMAC 2008 – Track 13 Are Respondents Using our Scale as we Expect? Jane Scott, Jennifer Harris (University of New South Wales) and Thomas Salzberger (University of Economics and Business, Vienna) Many scales in marketing are assumed suitable for interval-type procedures, although this assumption is rarely tested. This paper illustrates how Rasch modelling may be used to examine the appropriateness of this assumption. Using four very different scales, all with data collected using Likert-type scales, we demonstrate that this assumption is often violated (unbeknown to the researcher). We discuss reasons for this, providing examples of each, as well as possible solutions such as collapsing response scale categories to make the response options more meaningful for the respondent, and questioning the usefulness of a neutral response category. Implicit Consumer Animosity: Pitfalls and Possibilities Kelli Hewison, Steven Ward, Paul Bain and Nagaire Donaghue (Murdoch University) The measurement of implicit attitudes offers additional insights into consumer behaviour as response biases can be limited and attitudes that consumers may not want to admit to, or may occur at a more spontaneous level, can be measured. In this paper we outline a research project on consumer animosity and how the use of an implicit attitude methodology, in particular the Go/No-Go Association Task (GNAT) can be used to predict low involvement purchases and provide additional predictive power of actual behaviour of consumers. Challenging Mainstream Survey Research Methods: An Addition to the Researcher's Toolbox Using a Mixed-Mode Approach Maria Van Dessel (Queensland University of Technology) This study contributes to the literature as shift from mainstream survey research methods by adopting a less traditional mixed-mode combination: drop-off survey followed by an internet survey. While a number of researchers have demonstrated the effectiveness of mixed-mode surveys, for the most part the literature concentrates on combining mail with internet-based surveys. This paper presents a critical review of an alternative data collection combination, adding support to this form of mixed-mode survey for a researcher's toolbox. Measurement differences were overcome following Dillman's unimode construction technique, with no statistical significant differences in responses between the two independent samples for each mode. By fully understanding the benefits and limitations of mixed-mode surveys, researchers can confidently draw on a range of alternate data collection methods and cultivate mounting support for this evolving research technique. - 128 - ANZMAC 2008 – Track 13 Assessing Indicant Directionality of a Media Consumption Construct Using Confirmatory Tetrad Analysis Bradley Wilson, (RMIT University) Andrea Vocino, Jason Stella and Stewart Adam, (Deakin University) When assessing the psychometric properties of measures and estimate relations among latent variables, many studies in the social sciences (including marketing) often fail to comprehensively appraise the directionality of indicants. Such failures can lead to model misspecification and inaccurate parameter estimates (Jarvis et al. 2003). In order to further assess the correct directionality of a ‘media consumption’ construct’s indicants, this paper employs confirmatory tetrad analysis (CTA). Previous studies advocate this construct being best viewed as formative. However, our CTA suggests it could be modelled using a reflective orientation. We then conclude the paper drawing recommendations for future studies advocating that when assessing item directionality researchers should implement pre and post hoc tests. - 129 - ANZMAC 2008 – Track 13 - 130 - ANZMAC 2008 – Track 14 TRACK 14: Retailing, Pricing, Distribution Channels, Supply Chain Management, Personal Selling and Sales Management Retail Franchising: Management and Support within the Franchise Network Matt Bugg and Kerrie Bridson (Deakin University) An underdeveloped area in international retail franchising is power and control in the franchisor-franchisee relationship. In light of this acknowledgment, the current paper will examine the relationships between uniformity, the franchise offering and control mechanisms as important elements in managing and controlling the international franchise network. A conceptual model has been developed for the current study, where a qualitative research design will be used to examine a number of coffee retailers in Australia. The research will endeavour to provide academics with a new avenue for future research, and franchise companies an insight into the control mechanisms employed to effectively manage the franchise network. Perceptions and Satisfaction with Retail Category Assortments: The Effects of Product Variety, Brand Variety, and Price Range Jack Cadeaux (University of New South Wales) This study reports how consumer perceptions of the variety of products, variety of brands, and range of prices in a category affect stated satisfaction with the assortment on offer. Displays of real organic food products including those of three categories reported here were presented to 110 subjects across two simulated store display settings. Regression results consistently support the conclusion that a perceived greater variety of products in a category has a positive effect on the level of satisfaction with the assortment within the category, an effect that held in all three categories across both store display settings. In contrast, the range of prices within a category had no effect on assortment satisfaction in any category in either store display setting. For brand variety the results are mixed across categories. Customer 'Productivity' in Retailing and its Impact on Employee Performance K. Cassidy (University of Lincoln UK), Elaine Eades, Dominic Elliott and Steve Baron (University of Liverpool UK) This paper focuses on two dimensions of customer productivity in retail environments. First it reviews the factors which make customers 'productive' workers, assessing the skills and knowledge used by customers (and how they acquire these skills) and the costs and benefits of customer participation. Second, it considers the impact of the 'productive' customer on the performance/role of the traditional employee. The former is traditionally viewed as a 'Marketing' issue with the latter a concern for 'Human Resource Management'. Our research draws together perspectives on customer productivity from both disciplines. The paper reports on some of the findings of the first (qualitative) stage of the research project which involved interviews and focus groups with customers, employees and policy makers in a self-scan retail environment. - 131 - ANZMAC 2008 – Track 14 Store Choice for Uni- and Multi- Loyal Customers: A Comparative Study Shu-Ching Chen (Massey University, New Zealand) and Zhong-Peng Cao (Southwest Jiaotong University, China) Prior studies of customer loyalty tend to measure consumer shopping attitude or behavior to a single store. However, a fuller view on customer loyalty has been called for. Moreover, it is evident that customers do not limit their preference to a specific store. The aim of this study is to provide an insight into managing loyal customers from two perspectives: one is a combination of customer attitude and behaviour; another is a comparison of the combination between uni- and multistore loyal customers. A proposed construct including the antecedents (satisfaction, trust, perceived value, perceived risk, and commitment) of, and the consequences (price sensitivity and word-of-mouth) of, store loyalty were investigated from these two perspectives. Findings of the research show that the chasm lies between the two types of customers and thus suggest the success factors for keeping loyal customers loyalty. The Effect of Sales Technology Usage on Sales Performance and Relationship Quality: a Conceptual Model Development Cheong Teck Min Michael and Song Yang (University of South Australia) In the past decade, a growing number of companies have invested a huge sum of money on the sales technology (ST). Theoretically, the application of ST in the sales force would potentially improve sales efficiency and effectiveness. Unfortunately, the empirical research evidence consistently revealed that the failure rate of sales technology (ST) implementation is rather high, ranging from 61-75%. So far, there is still little clarity about the rationale underlying the success and failure of SFA implementation and its contribution to sales performance. The current research attempts to investigate the moderating effect of customer participation as well as the mediating effects of salespeople’s adaptive selling behaviour and communication styles on sales performance and relationship quality. The conceptual model has been developed with justifications and research hypotheses. The Effects of Perceived Quality and Novelty of Retail Restrooms on Consumer Behaviour Agnes Dekock and Jamye Foster (University of Canterbury) Restroom facilities (RFs) are a tangible element of the broader retail environment. RFs therefore presumably play an important role in consumer behaviour. RFs can affect everything from satisfaction and attitudes, to behaviours such as time spent in a store and even selection of a retailer. However, no studies have addressed this issue specifically. A comprehensive framework concerning the most relevant issues regarding RFs in the retail context is presented first, followed by a proposed empirical study examining the effects of RF quality and novelty on specific consumer outcomes. Theoretical and managerial implications are discussed, and directions for future research are outlined. - 132 - ANZMAC 2008 – Track 14 Effect of Penalty Levels in Price Matching Guarantees Pierre Desmet (University Paris-Dauphine and Essec Business School). A price matching guarantee (PMG) is an offer to reimburse the price difference to a customer if he or she can prove that he or she can find the same product at a lower price somewhere else. To protect their price image, retailers increasingly offer a price matching guarantee. To further differentiate themselves from other retailers, they increase the penalty value and offer to reimburse several times the price difference (3, 10 times). An experiment was conducted using consumers of a major European retail chain. Ad leaflets for printers containing different price matching guarantees (PMG) were developed to investigate the impact of price guarantees as well as the level of penalty amounts on consumers' search activity. Believability of penalty offer and consumers' price search behaviour were implemented as moderating effects. The findings show that when offering a price matching guarantee and increasing its penalty value, consumers' intention to search for a lower price increases - these findings also apply to consumers who have a low search activity. Moreover, a retailer's credibility has a positive effect on price matching guarantees. However, it does not have a sufficient effect to counter balance the low believability of large penalties. Retailers as Resource Integrators: Integrating Brand, End-Customer and Category Perspectives. Mark S. Glynn (AUT University) For firms the success of most marketing offerings involves external channel support (Leone, Rao, Keller, Luo, McAlister, & Srivastava, 2006). However when the manufacturer to customer link is viewed from a supply chain management perspective, there are many internal sub processes involved (Lambert & GarcÃ-aDastugue, 2006). Thus Webster (2000) and Anderson and Narus (1999) recognize a wider perspective of channel support is necessary. We propose a research agenda focusing on how retailer use and balance market-based assets such as manufacturer brands and private labels. This wider perspective of value creation includes end-customer considerations. Sales Organisation Effectiveness - Leaders Versus Laggards: The Role of Market Orientation and Entrepreneurial Orientation Ken Grant, Richard Laney, Hanny Nasution and Bill Pickett (Monash University) The paper examines the differences in market orientation and entrepreneurial orientation in SME's classified as leaders and laggards. The sample was collected from 79 SME managers across Australia. The results indicate that there are significant differences in the aggregate levels of market orientation and entrepreneurial orientation between leaders and laggards. In particular, a significant difference appears between the two groups in the levels of customer orientation and latent need fulfilment as components of market orientation; as well as risk taking and proactiveness as part of entrepreneurial orientation. Managers are encouraged to develop and implement a market orientation and an entrepreneurial orientation culture in order to enhance their business performance. - 133 - ANZMAC 2008 – Track 14 A Place to Play: Orchestrating a Retail Experience Michael John Healey (University of Melbourne), Michael Beverland (RMIT University) and Harmen Oppewal (Monash University) This paper investigates how a specialist retailer is able to create a unique retail experience for its customers by constructing a holistic entity that is greater than the store's functional characteristics. Feelings of place and emotional enrichment are instilled through the scripting of the store's static and dynamic elements creating a holistic brand experience. The paper analyses customer experiences and behaviours using qualitative techniques consisting of ethnography, photography, and in-depth interviews. The case shows how retailers may provide shoppers with a sense of permission, which empowers their willingness to engage, while increasing feelings of co-authorship over the total-product, and accountability towards the success of the retail outlet. The Trade-Off Relationship between Franchise Expansion and Organisational Stability Chen-I Huang (YuDa College of Business) Franchise organisation is a hybrid form to allow quick expansion. The phenomena of organisational expansion and organisational stability are usually characterized by a trade-off relationship. Within a franchise organisation, the ownership patterns can be varied from fully company ownership to fully franchised system. These different ownership patterns imply that interactions between franchisors and franchisees are conducted in different ways and also influence the development and stability of an organisation. This article presents two contrasting industries; the convenience store and estate agency, which typify retail and service sectors to explore the relationship between franchise expansion and organisational stability. The Researcher has made significant contributions on the construction of the relationship between franchise expansion and organisational stability, but considerable room for improvement exists. Suggestions are offered to direct future research. Behavior-Based Price Discrimination and Switching Costs Yuncheol Jeong (Keio University) and Masayoshi Maruyama (Kobe University) This paper examines the equilibrium incentive for firms to use behavior-based price discrimination in a duopoly market with exogenous switching costs. We find that if there is a large difference in the existing market shares between two firms, then discriminatory pricing is a unique Nash equilibrium. Otherwise, there are three Nash equilibria: both firms engage in discriminatory pricing, or engage in uniform pricing, or engage in mixed strategies. The respective firms are worse off in the discriminatory equilibrium compared with the others. - 134 - ANZMAC 2008 – Track 14 Organisational Justice and Salesforce Motivation Yung-hsien Liao, Felix Mavondo and Rowan Kennedy (Monash University) The concept of organisational justice (fairness) has been consistently urged to be researched from motivation perspective, empirical study has yet to address these calls. We reviewed and brought together justice and motivation literature in a research design to investigate how justice may affect salespeoples' motivation and performance in relation to pay satisfaction. Hypotheses are developed and possible theoretical and managerial contributions are proposed. What do Customers Really Value in Buying Furniture? Martti Lindman (University of Vaasa, Finland) As value creation is considered the core of constructing new business concepts, understanding the formation of customer value in a given consumption context becomes topical and forms the impetus of this study. Customer value which consumers perceive in buying furniture has been focused on with the emphasis on the identification of value indicators and their stability. The whole consumption chain with different consumption phases forms the context studied and indicates that clear customer value patterns exist enabling the development of new business concepts and/or branding. On the basis of the customers' self estimation to which phase they belonged at the moment of the survey made, no significant changes inside the most highly valued value indicators could be found given the transfer from one phase to another. Factors creating the most value turned out to be stable while statistically significant differences could be found regarding less ranked value indicators. Determinants of E-loyalty and Customer Patronage in Blog-Retailing: A Case Study of Retailers Using Blog Retailing Format in Singapore Ng Jia and Margaret Jekanyika Matanda (Monash University) The internet and e-commerce have introduced new retailing formats as well as new ways of shopping. One of the fastest growing uses of the internet is blog retailing. However, the highly competitive online retailing environment, results in enhancing customer loyalty being crucial for survival of online retailers. This paper employed a qualitative research approach to investigate the strategies used to enhance customer patronage and loyalty by blog retailers. The results of in-depth interviews with blog retailers in Singapore indicate that whilst blog retailers used different strategies to build e-loyalty, most viewed building of e-trust as most important objective of retailing strategies. Facilitating customer interactivity and entertainment, ensuring security and refund policies were also identified as important in enhancing retailer credibility and in building e-trust, and ultimately customer patronage. Further, retailers saw the effective use of technology as crucial in facilitating customer collaboration and interaction, thereby making interactivity an effective promotional tool for cash-strapped small blog retailers. The discussion includes implications for blog retailers as well as directions for future research. - 135 - ANZMAC 2008 – Track 14 Network Structure of Video Game Software in Japan: Some Empirical Results Masayoshi Maruyama (Kobe University), Kazumitsu Minamikawa (Nanzan University) and Kenichi Ohikita (Kyoto Gakuen University) This paper explores the network structure of software development in the home video game industry. A number of researchers have based studies on models of hardware-software relationships. However, there has been little empirical analysis of the factors determining the developers' decisions to launch new game titles for specific platforms. This paper examines the problem by using the mixed logit model, allowing for random taste variation across software developers in their sensitivities to the characteristics of platform providers. We found that the developers were more likely to release a title for a platform which had a dominant position. Our empirical result indicates the presence of network effects stated in two-sided market literature. The Influence of Cognitive Response on Shopping Satisfaction in Australia and Indonesia Tjong Budisantoso (Widya Madala Catholic University) and Katherine Mizerski (Edith Cowan University) This study examines the relationship between the cognitive response and the perception of store atmosphere and the shopping satisfaction and the cognitive response in two different countries, Australia and Indonesia. The cognitive response is measured in terms of the perception of merchandise quality and the perception of service quality. The result of factor analysis shows measurements invariance on the perception of store atmosphere and the cognitive measurements in Australia and Indonesia. Meanwhile, the shopping satisfaction measurement has a similar factor loading pattern in both countries. The cognitive response is found to be influenced by the perception of store atmosphere in both countries. Likewise, shopping satisfaction is affected by the cognitive response in Australia and Indonesia. Farmers Markets as Retail Spaces Andrew Murphy (Massey University, New Zealand) Farmers markets have long been popular sites of small retail trade and local cultural exchange in Europe, but have experienced recent rapid growth and diffusion in many parts of the world, including Australasia. This paper reports early results from a mixed-methods study of the marketing of farmers markets in New Zealand. The study takes particular interest in the motives for participation of both stallholders and customers, and their perceptions of the functioning of markets as representational sites of local food production, retail and consumption. It finds that product quality is the key motivator, with price not a significant barrier to purchase or visits. The 'retail environment' has only a modest influence on customer choices, with stallholders valuing interaction with customers more than the reverse. - 136 - ANZMAC 2008 – Track 14 Key B2B Sales Processes in Service vs. Non-Service Companies Petri Parvinen, Jaakko Aspara, Sami Kajalo and Joel Hietanen (Helsinki School of Economics) This study investigates and compares the impact of systematic sales processes in service and non-service (product, project) business-to-business contexts. The analysis of the relationship between different sales processes and profitable growth reveals significant differences in sales processes. The study is based on a sales management organization survey of 568 CEOs and sales directors across industries. Service businesses require sales process management that considers behavioural and cognitive issues through time. Non-service businesses need processes geared at more mechanistic coordination and optimization. An Assessment of the Validity and Dimensionality of E-S-Qual as a Measure of Internet Retail Service Quality Mohammed Rafiq, (Loughborough University), Heather Fulford, (The Robert Gordon University), Xiaoming Lu and Fiona Ellis-Chadwick, (Loughborough University) Despite its acknowledged importance, there are few rigorous empirical studies examining internet retail service quality. An exception is the development of the E-S-QUAL scale by PZM (2005). Whilst E-S-QUAL demonstrates excellent psychometric properties, the scale is in need of external validation. We present a reassessment and validation of the E-S-QUAL in the internet grocery sector. Our results show that there are potential discriminant validity problems with the Efficiency and System Availability dimensions. Our analysis also shows problems of high correlation between Privacy and Fulfilment dimensions. This may be because privacy is less important for frequent users (such as grocery shoppers). Consistent with Parasuraman et al, our results suggests that website related factors are the most important in the overall evaluation of internet retail service quality. The Mediating Role of IOIS Integration on the Relationship Between Inter-Organisational Activity Integration and Supply Chain Effectiveness Rajesh Rajaguru and Margaret Matanda (Monash University) Increasingly, organisations are integrating information systems and activities with supply chain partners to enhance supply chain and business performance. The paper examines the effect of inter-organisational information systems (IOIS) and activity integration on supply chain effectiveness. IOIS integration is hypothesised to mediate the relationship between inter-organisational activity (IOA) integration and supply chain effectiveness. A model was developed and tested using regression analysis in the Australian retailing sector. The results highlighted the positive influence of IOIS and IOA integration on logistics performance and relationship satisfaction. Further, inter-organisational information integration emerged as a partial mediator of the relationship between inter-organisational activity integration and supply chain effectiveness. Implications of the findings are discussed. - 137 - ANZMAC 2008 – Track 14 A Model of Delegated Bargaining Stefan Roth, Thomas Robbert and David F.S. Zitzlsperger (University of Kaiserslautern) In many economic situations pricing responsibility is delegated to an agent in order to exploit a commitment effect. With an appropriate design of the delegation contract the seller can commit the agent to tougher negotiations with the final customers. The results of delegation models, however, depend crucially on the way, in which the bargaining subgame is modelled. Although there is a huge branch of literature that is concerned with experimental bargaining games in general, there are only very few papers that deal with the problem of delegated bargaining in particular. This paper contributes to the existing literature as we test the predictive power of different bargaining subgames in a model of delegated bargaining. Roll Up, Roll Up! The Effect of Social Crowding on Consumer Enjoyment of Special Event Entertainment Jason Sit and Melissa Johnson Morgan (University of Southern Queensland) This study focuses on consumer enjoyment of special event entertainment (SEE) in shopping centres. SEE consists of free entertainment events such as school holiday entertainment, fashion shows, celebrity appearances, live concerts, and community events. A unique characteristic of SEE is social crowding as SEE is typically consumed by a mass of people in one location at one point in time, and for the purpose of pleasure or fun (Ng, Russell-Bennett & Dagger 2007, Pons, Laroche & Mourali 2006). Hence, the main purpose of this study is to examine the possible positive effect of social crowding on consumer enjoyment of SEE. The results of this study reveal that not only can social crowding have a positive effect on consumer enjoyment of SEE but it can also have a positive effect on their shopping behaviour. Contributions to marketing theory and practice are discussed. Category Attractiveness for Organic Private Label SKUs LayPeng Tan and Jack Cadeaux (University of New South Wales) This study of category attractiveness for organic private label SKUs aims to test whether findings from conventional supermarkets extend to the context of organic retailing. It also presents a pioneering test of the effects of competition between retail formats and the likelihood of PL presence. It analyses store level cross category data from an independent organic retailer in Australia and field data for competitor information. The results show that organic private label SKUs are more likely to be present in sub categories with relatively greater sales and when supermarket competition exists. - 138 - ANZMAC 2008 – Track 14 Customer Voluntary Performance in Retailing: Does "Presence of Others" Really Matter? Ka-shing Woo (The Open University of Hong Kong) and Jun XI (JC Decaux) Research on citizenship behaviour has shifted from an organizational perspective to a customer domain, commonly known as customer voluntary performance (CVP), since the late 1990s in terms of its antecedents (e.g., perceived support for customers) and CVP categories (e.g., participation). However, there is little work done in investigating the factors which may limit the impact of these antecedents on CVP. This study tries to cross-fertilize with the literature on prosocial behaviour to examine three inhibiting factors, namely diffusion of responsibility, pluralistic ignorance, and audience inhibition, when the physical presence of others may negatively moderate CVP driver effectiveness. The relationship between perceived support for customer and participation is used to test the moderating effects of these three inhibiting factors. A Grounded Theoretical Analysis of Australian Retail Franchised CoBranding Owen Wright (Griffith University) Retail co-branding is an increasingly popular form of growth in a maturing Australian business format franchising sector. This paper presents a study of franchised retail co-branding arrangements utilising a grounded theoretic approach building on previous case study research. Co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this phenomenon. The research reveals that the motivations for the development of internal co-brands into existing franchises include alignment of a suitable brand with existing retail formats and risk-averse behaviour. This research shows that co-brands are successfully created internally when franchisors are willing to modify the culture and concept of the original franchise brand in order to achieve further system growth. - 139 - ANZMAC 2008 – Track 14 - 140 - ANZMAC 2008 – Track 15 TRACK 15: Services Marketing Customer Perceived Value of Internet Banking in Australian Context: A Conceptual Model Development Sujana Adapa (University of New England) One of the basic elements of the marketing theory is the concept of customer perceived value (CPV) and is often regarded as essential for the success of any business. The concept of CPV has been a growing interest among both marketing academics and practitioners in the marketing literature. Though CPV plays a pivotal role within the exchange concepts of marketing, only a few articles have studied perceived value as a focal construct as wide variation prevails in linking the concept to other constructs. The aim of the present paper is to find how customers' perceive the value of internet banking when integrated as an offering in multichannel environment and its impact on their continued usage intentions across the post-purchase stage of the decision making process. Therefore, the present paper develops a conceptual model that links CPV and its antecedents specific to the Australian context. Consumer Perceptions of Extended Warranties and Service Providers Gerald Albaum (University of New Mexico) and James Wiley (Temple University) The marketing of the extended warranty for a consumer durable good such as a computer has become big business and a significant component of profit for many companies. However, some claim that there is deception involved in what the extended warranty actually extends. The present study involves a survey of a large sample of consumers in the United States to assess their perceptions of extended warranties and related issues. Significant differences between perceptions of females and males were observed. A major finding is that consumers believe service to be provided by the manufacturer, when if fact, it is done by an independent service company. Inducing Customer Emphatic Concern for Service Workers: Arousal and Benefits Liliana Bove (The University of Melbourne) This paper presents some conceptual thoughts about the value of inducing customer empathy of service personnel, especially those that are traditionally stigmatized. Perspective taking, regardless of whether the motive is altruistic or egoistic can lead to helpful behaviours and strengthens social bonding and cooperation. To date the Marketing literature has focussed on the value of customer empathy by service workers as it leads to successful sales outcomes, service quality perceptions and service recovery. This paper suggests that there are opportunities for Marketing to induce empathy of service personnel by customers, particularly those traditionally stigmatized roles i.e., parking inspectors. In this way the development of structural, relational and cognitive forms of social capital within the organisation can be facilitated (Bolino et al., 2002). - 141 - ANZMAC 2008 – Track 15 Emotional Labour and Santa Claus Peter Clarke and Gillian Sullivan Mort (Griffith University) Santa Claus is jovial and conveys positive and esteem-enhancing emotions to customers through philanthropic emotional management. Santa school produces professional Santa Claus actors who follow narrowly prescribed training and adhere to display rules for uniformity of delivery, look and purpose of performance. This study of 11 respondents investigates the occurrence of emotional labour in a casual workplace. The implications from this exploratory study suggest that the performance of Santa Claus is contingent on good training, strong personal values and a willingness to interact with visitors in a flexible, yet purposeful manner. The Importance of Service Encounter Social Exchange Elements for Creating Positive Word of Mouth Within the Australian Public Hotel Industry Elizabeth Connoley (University of New South Wales) Service encounters can be separated into several important social exchange elements. In this study five components derived from a literature review were confirmed by qualitative research to become the independent variables in a quantitative phase assessing the impact on positive word on mouth (WOM). Positive WOM is significant to businesses through its ability to generate short and long term financial benefits. Findings from this study suggest that the competency and friendliness of the staff are critical in determining positive WOM. Contrary to expectation, wait time was seen as insignificant in the evaluation of this service. Does Emotional Regulation Training Work During Angry Service Encounters? Karen Dallimore (University of Southern Queensland) Research on emotional regulation is of key importance in establishing the effectiveness of training techniques that ultimately impact on customer satisfaction. This study investigates the effectiveness of basic customer service training (control), compared to reappraisal (deep acting), on customer service providers (CSP) in fostering positive feelings such as empathy toward customers during angry complaint encounters. The training sessions were followed by a scenario based role play experiment. ANOVA results revealed that even minimal reappraisal training can be an effective emotional regulation technique, capable of fostering feelings of empathy in CSP dealing with angry consumers, as well as enhancing emotional awareness and control. Implications for managers discussed outline the bottom line advantages including the minimising the debilitating consequences on CSP of surface acting. - 142 - ANZMAC 2008 – Track 15 Seniors Seeking Service: Factors Contributing to Value in Retailing Alison M Dean (University of Newcastle) This paper reports on a study that identifies the factors that contribute to the overall value of retail outlets for two seniors' segments and a younger group. The factors investigated include store characteristics (eg, perceived service orientation) and customer characteristics (eg, shopping affect). Data were collected via a cross-sectional field study, using mall intercept, and with respect to pharmacies and department stores. Key findings are that seniors focus on service while younger adults seek factors concerned with price, merchandise and focus on service; and that results differ for pharmacies and department stores. The paper concludes with limitations and future research. Service Provider Goals When Solving Customer Problems Rita Di Mascio (University of New South Wales) When service literature examines how service providers go about problem-solving, it has usually been in the context of service failure when the customer experiences a problem. Service literature has not explored service providers' goals while actually solving customer-related problems. This is a huge oversight because problem-solving is a goal-directed activity. The present study developed a preliminary taxonomy of 11 types of goals that service providers have when they experience customer service problems. These categories included task completion, affect and behavioural self-regulation, and control of customers' thoughts, feelings and behaviour. Length of experience and gender were related to the reporting of some goals. On a practical level, understanding service provider goals in problem solving situations might help us to understand their behaviour in those situations. Relationship Among Service Guarantees, Perceived Reliability and Psychological Affect Ida Ercsey and László Józsa ( Széchenyi István University, Hungary) This paper examines the impact of service guarantees on perceived reliability and affective psychological affect within the service industry. Based on a sample of 341 respondents, we carried out an empirical study and found support for our hypotheses. The results of this research indicate that specific guarantees have the significant impact on perceived reliability. We also found support for the impact of general guarantees on the psychological affect. However, we did not find support for a significant relationship between the specific guarantee and its psychological affect. The implications and limitations are discussed and finally the trend for the future research is provided. - 143 - ANZMAC 2008 – Track 15 Understanding Customer-Employee Relationship and Customer Satisfaction: A Proposed Study of Private Commercial Banks in Bangladesh Johra Kayeser Fatima and Mohammed A. Razzaque (The University of New South Wales) In recent times, there has been a rapid increase in the number of private sector commercial banks in Bangladesh. But despite general economic growth and increased amount of saving, there was no concomitant growth in the number of depositors. Banks have taken steps to attract customers and satisfy them by adopting a service orientation with a focus on developing customer-employee relationship. This paper proposes a framework to study and understand the association between customer-employee relationship and customer satisfaction and develops a number of hypotheses. Modeling the Supply and Utilization Patterns of a B2B-Service Product in a New Market Shanfei Feng (Monash University), Trichy V Krishnan (National University of Singapore) and Tony Beebe (Premium Drilling Inc.) B2B-Services companies invest huge sums of money in acquiring very expensive assets in order to serve their clients (e.g. UPS invests in huge ware-houses, Noble invests in multi-million dollar rigs), and hence they are very likely to do some careful planning before they make available their assets for hire in the new market area. However, returns from these assets depend not just on the availability of these assets in the market but also on the frequency with which the clients actually hire them. In this paper, we focus on the drilling rig industry, and develop a model to track these two patterns, namely the asset-availability (i.e. supply) and utilization patterns. We test our models with three sets of data collected from this industry, and draw meaningful results. Exploring a Group Service Experience - An Attempt to Model an Approach to Capture the Dynamics and Implications of the CoCreation Process Jörg Finsterwalder (University of Canterbury) and Sven Tuzovic (Pacific Lutheran University, USA) The paper explores the dynamics and implications of group behaviour for the joint consumption of a service. It conceptualises an approach to balance, influence and manage the creation of a service experience during its different phases of group dynamics. Particular attention will be paid to the connection between the service creation and the changing relationships between the group and the service provider due to the influence of group dynamics. The paper is entirely conceptual in its nature and comprises an exploration of an approach to manage a group service experience. - 144 - ANZMAC 2008 – Track 15 Success Factors for Implementing Employee Downsizing Measures in the Areas of Distribution and Service Andreas Hildesheim and Sabine Winkelmann (University of Mannheim) This study looked at negative effects of employee downsizing efforts on customers as a potential reason why many companies fail to achieve targets they associate with layoffs. By investigating a large sample (N=109) of successful and unsuccessful downsizing companies, we were able to identify eight success factors that help companies to diminish negative downsizing effects on customers, and that serve as practical guidelines to simultaneously achieve the targets of "customer satisfaction" and "cost reduction". Lest we Forget the Customer Experience: The Dark Side of S-D Logic Within the Consumer Services Context Toni Hilton (Unitec Business School, New Zealand) This paper explores the application of Service-Dominant logic to the provision of services and the implications for the consumer experience of services. In particular this paper considers the potential for the principles of S-D logic to undermine the consumer experience of services. The particular area of concern examined here is that of the rapidly growing provision of self-service. Service organisations that rely upon the operant resources of customers to co-produce, rather than co-create, the service are cautioned to consider the customer experience. When service organisations concentrate on the operant resources of their customers there is a danger that the focus will be on improving customer productivity, to gain a competitive advantage through reduced servicing costs, which may result in lowering the quality of the consumer experience. There is a need to distinguish between the co-production, or task-performance aspects, and the co-creation, or value-attributing aspects of the consumer service experience. Integrating Word-of-Mouth Sources for Marketing of Complex Services Chris Horbel and Herbert Woratschek (University of Bayreuth Germany) WOM is important in shaping expectations about services, because perceived risks that are associated with the consumption of services can be reduced. So, service providers should collaborate with influential WOM sources. In order to identify these customers two empirical studies using partial least squares structural equation modelling were conducted. Both, the factors that facilitate the initiation of WOM communication as well as the impact of several source characteristics on the perceived influence of the WOM information were assessed. Results indicate that customer satisfaction is most important when WOM should be initiated and expertise is perceived to be the most important characteristic of an information source. Hence, it is worthwhile to establish relationships with people even though they will not return as customers because they might have a lot of influence on many potential customers. - 145 - ANZMAC 2008 – Track 15 A Structuralist Perspective on the Role of Culture in Taiwan Service Quality Evaluation Brian C. Imrie (Victoria University of Wellington, New Zealand) and Brendan Gray (University of Otago, New Zealand) This paper examines the influence of the socio-cultural environment on service quality evaluation within Taiwan. Bourdieu's (1986) structuralist perspective of culture is utilised as a framework to explore how culture influences Taiwanese service quality. The results are contrary to Bourdieu's (1984) theory that rising economic prosperity should encourage consumers to behave more as selfinterested individuals. Taiwan case informants are found to have not forsaken their extensive social networks as key influences upon their service consumption. Indeed it is concluded that modern service consumption continues to be an important strategic field wherein the Taiwan populace compete for many types of capital, but in particular social and symbolic capitals. Reliable Services in Public Health Care: A South African Approach Johan de Jager (Tshwane University of Technology, South Africa) The evaluation of public health care is important for customers, health care providers and society. Alertness of important contributors to health care satisfaction will lead the way to the improvement of health care quality in developing countries. This paper examines the reliability of services in a provincial hospital in South-Africa. Empirical research was used to measure and compare the expectations and perceptions of in-patients and out-patients. The main findings of the study indicated that patients are dissatisfied with service reliability, although various significant differences exist between in- and out-patients. The availability of prescribed medicine and doctors were regarded as the most important variables by in- and out- patients. Toward an Empirical Understanding of Service Dominant Logic Raechel Johns (University of Canberra) Marketing literature has exploded with a focus on Service Dominant Logic since Vargo and Lusch's seminal works in 2004. Nevertheless, four years on and very little work has been undertaken on empirical testing of this research. This paper, although not empirical, contributes to the discussion about an empirical testing of Service Dominant Logic. It discusses Service Dominant Logic and then proposes a study to be undertaken by this author in 2008. This author has a particular interest in self-service technology and therefore FP 6 (The customer is always a co-producer) is relevant in the study and research must focus on this aspect. This paper commences with an overview of S-D Logic, and then discusses the proposal for empirical testing. A series of scales have been developed to test S-D Logic in the context of banking. These scales, once tested for reliability and validity, can be utilised by other authors attempting to evaluate S-D Logic. - 146 - ANZMAC 2008 – Track 15 Cross-Functional Customer Management: Foreseeing B2B Services Customer Dissatisfaction and Disloyalty With a Marketing & Accounting Governance Joël Le Bon (ESSEC Business School, Paris - Singapore) Taking an unusual cross-functional marketing/accounting perspective, we make and test a new theoretical proposition which states that business customer dissatisfaction and potential disloyalty may appear in the accounting figures of days' sales outstanding (i.e., average number of days a company takes to collect revenue after a sale). By holding and delaying their invoice payments, customers may indeed express dissatisfaction. Multiple sources data collected from 498 customers of a large service organization reveal that front-end customers' (buyers'/users') perceived fairness and satisfaction influence back-end customers' (accountants'/payers') satisfaction and payment delay, after controlling for financial difficulties and invoice correctness. The results also reveal a positive relationship between late payments and customers' intention to leave. Implications are derived from these new findings. Seeing Red: Customer Rage Emotions, Expressions and Behaviours Janet Ruth McColl-Kennedy, (University of Queensland) and Paul Patterson, (University of New South Wales) The authors gratefully acknowledge the financial support of the Australian Research Council. This article explores customer rage from both customer and employee perspectives (1) identifying and defining the nature of customer rage emotion experiences, expressions, and behaviours as triggered by service failure encounters; and (2) developing and testing measurement scales for customer rage emotions (CRE), expressions (CRX), and behaviours (CRB). Using qualitative and quantitative methods we find that customer rage involves a spectrum of discrete emotions that may include feelings such as fury, spite, vengefulness, and outrage. Service Recovery in a Service Guarantee Context Lisa McQuilken and David Bednall (Deakin University) This study employed a 2 x 2 full-factorial, between-subjects design experiment examining the influence of service failure severity and fix on hotel guests' satisfaction following invocation of a service guarantee. The study involved a sample of 130 online panel members. As expected, guests are less dissatisfied following a minor (versus a major) service failure while satisfaction is enhanced when the problem is corrected. Surprisingly, fix has a stronger influence on satisfaction when a severe failure occurs, and satisfaction evaluations are approximately equal regardless of the severity of the failure when the problem is fixed. - 147 - ANZMAC 2008 – Track 15 Service Experience: Affect Formation and Evaluation Sandy Hoi Mun Ng and Tracey Dagger (University of Queensland) The study develops a research model that examines the evaluation of service experience in collective hedonic services. This model examines the relationships of customer affect, antecedents and consequences. Using data from 450 consumers of sporting, theatre and concert events, results suggest that exterior appearance, social surroundings, entertainer performance and souvenirs/merchandise influence positive affect while parking facilities, social surroundings, entertainer performance and service provider performance influence negative affect. Customer affect (positive and negative) then drives both perceived value and satisfaction. However, only satisfaction significantly influenced behavioural intentions. Further examination of these effects found that satisfaction mediated the relationship between customer affect and perceived value and customer affect and behavioural intentions. Examining the Relationships between Attributes of E-Service Delivery, Involvement, Trust and Behavioural Intentions in the Internet Environment Aron O'Cass and Jamie Carlson (The University of Newcastle) This study examines the influence that specific attributes of e-service delivery and product involvement have on the development of trust in a business-to-consumer Internet context. It also examines the influence trust has on behavioural intentions. Data were gathered via an online questionnaire, resulting in 518 responses of sports consumers. The results indicate that all attributes of e-service delivery were found to have a positive influence on trust, in the website product involvement was also found to have an effect, with trust influencing behavioural intentions. Conclusions, implications and future research directions are discussed. Co-Creating New Service Innovations: Exploring Elderly Care in Japan and Finland Arto Rajala (Helsinki School of Economics, Finland), Hannu Pirnes (Laurea University of Applied Sciences, Finland) and Hiroo Hagino (Tohoku Fukushi University, Japan) In many developed countries the provision of care services for elderly people has become a big challenge. This is mainly due to its increasing costs running concurrently with a declining proportional share of taxpayers. Therefore, there is a need for developing new cost effective and high-quality care services which are valued by the users. We suggest that by focusing on the nature of service innovation (incremental vs. radical) and the level of service co-creation (low vs. high) we can better understand the characteristics of needed collaboration in new service development (NSD). Our findings from Japanese and Finnish elderly care organizations indicate that balancing the involvement of service providers and clients co-creation efforts in NSD will result in high-quality and cost effective elderly care services. - 148 - ANZMAC 2008 – Track 15 Exploring Self-Service Technology Powerlessness Nichola L Robertson and Robin N Shaw (Deakin University) Value is created through self-service technologies by empowering consumers to do things for themselves that they could not do before. In the case of consumers' unsatisfactory encounters with self-service technologies, however, consumers feel powerless. Self-service technology powerlessness is defined as consumers' feelings of SST dominance. It has not been investigated previously. This paper examines self-service technology powerlessness, and proposes and tests a model of its antecedents and consequences in unsatisfactory encounters with self-service technologies. Consumers' dissatisfaction with the attributes of self-service technologies was found to be related to consumers' perceptions of powerlessness, while exit and negative word were found to be outcomes of it. Provider Service Logic: The Generation and Application of Beneficiary-Centric Knowledge Sandeep Salunke, Jay Weerawardena and Janet McColl-Kennedy (The University of Queensland) While the extant literature on the Service Dominant logic (SDL) has focussed on various aspects of value generation, the process by which the firm creates superior value propositions has received little attention. In particular, the interface between the firm and the beneficiary remains a black box. This paper conjectures that the ability to learn from the customer is at the heart of the provider service logic and is fundamental to service firm competitive strategy. Building on the dynamic capabilities-based view of competitive strategy the conceptual model presented in this paper argues that the ability to learn from the customer is at the heart of the provider service logic. In turn, this customer-centric knowledge drives and guides the development of higher-order competencies that enable the firm to pursue an innovation-based competitive strategy. The article extends and elaborates the importance of operant resources to innovation-based competitive strategy in the provider service logic of marketing. - 149 - ANZMAC 2008 – Track 15 Organisational Trustworthiness: A Conceptual Framework and Scale Development Husni Kharouf and Harjit Sekhon (Coventry University, UK) While the issue of trust attracts significant attention within the literature in a marketing sense, our understanding of the construct can be both varied and ambiguous. In addition to this a gap exists in terms of our understanding of the notion of trustworthiness. This lack of understanding is not entirely surprising, as Hardin (2002:29) notes, 'much of the literature on trust hardly mentions trustworthiness, even though implicitly much of it is primarily about trustworthiness, not about trust'. Given trust's accepted importance to relationship marketing, (see for instance Morgan and Hunt 1994), there appears to be a failure to develop a coherent framework to indicate trustworthiness in the literature, particularly within the context of hotel sector. This is a void that this paper will address and by doing so, it will extend the body of knowledge by contributing to our understanding of the construct and its attributes (for example competence and value alignment) within the hotel sector. While there are a few studies that have examined trust within the hotel sector, the results of this research will provide an insight into the importance of trustworthiness in the sector and, therefore, provide a solid base from which to establish better customer relationships within the sector, which will enhance the overall service stability in the hotel's operation, and ultimately achieve customer loyalty. Grounded Benchmarks for Item Level Service Quality Metrics Michael Vogelpoel and Anne Sharp (University of South Australia) It is still commonly assumed by industry and much of the marketing literature that service quality scores vary considerably between competing brands and that brand scores change over time. This paper empirically examines the extent of service quality score variation between brands in an industry and for individual brands over time. Building on initial findings that overall service quality scores do not vary greatly between brands or change much over time (Eddy, 2001), we extend the research to examine change at the service quality item level, that go to make up overall quality perceptions. We find that the generalisations, in the main, hold at the service quality item level. This pattern, which runs counter to that assumed by service quality literature, is established across three diverse industries, a four year time frame, and more than 18000 consumer evaluations. Our findings will help to set more realistic expected performance levels and targets for improvement for service quality performance. - 150 - ANZMAC 2008 – Track 15 [email protected]: University Recommendation Modes Sharifah Fatimah Syed Ahmad, Jamie Murphy (University of Western Australia), Yong Zulina Zubairi (University of Malaya, Malaysia) and David Horrigan (Glion Institute of Higher Education, Switzerland) This study examines how Malaysian students recommend their universities - using digital and traditional word of mouth modes - to family, friends and others. Faceto-face led recommendation intentions for all groups. Clustering the students on recommending styles to friends and others showed three distinct clusters - heavy, medium and light recommenders - regardless of the medium. For recommending to family, however, the clusters were heavy, digital and traditional recommenders. Analysis of the clusters revealed significant demographic differences and rich future research streams. Determinants of Mobile Entertainment Use: A Conceptual Model Dewi Rooslani Tojib and Yelena Tsarenko (Monash University) Deriving from the Apparatgeist as well as Uses and Gratification theories, this paper proposes a conceptual framework for better understanding determinants of adoption of mobile entertainment services. It is proposed that symbolic use, perceived enjoyment, social escapism, and social norm will affect the adoption of such services. Mobile phone consumption style is postulated to mediate these relationships. Self-efficacy is suggested to moderate the relationship between the antecedents and consumption styles and actual use of mobile entertainment services. The proposed model is aimed to provide better insights on segmenting target audiences and tailoring mobile entertainment services more effectively. Frequent (Flier) Frustration: Analysis of Nonverbal Cues, Emotion and Disloyal Customer Behaviour in Negative Electronic Word-ofMouth Communication Sven Tuzovic (Pacific Lutheran University, USA) and Glynn Mangold (Murray State University) Loyalty programs have gained considerable practical and academic attention. However, everyday observation and media reports suggest that loyalty programs may also cause negative emotional and/or cognitive effects (Stauss et al., 2005, 230). Frustration theory suggests that customers will experience highly negative emotions when expected rewards are blocked or prevented (Colman, 2001, 291). Customer reviews of 13 different frequent flier programs posted on the Internet were collected and analysed with regard to frustration incidents, verbal and nonverbal emotional effects and disloyal customer behaviour varying from low ratings and non-recommendations to strong forms of protest. Contributions for research and implications for management are discussed. - 151 - ANZMAC 2008 – Track 15 Do Switching Barriers Influence Service Recovery Evaluation: The Case of the Chilean Retail Banking Industry Fredy Valenzuela and Jennifer Rindfleish (University of New England) The main goal of this research was to determine the influence of switching barriers on service recovery evaluation in the Chilean retail banking industry. To achieve this objective, the research aimed at developing and testing two scales that measure service recovery and switching barriers. The research uncovered the existence of a six factor structure to measure service recovery and a five factor structure to measure switching barriers. With regard to the relationship between service recovery and switching barriers, the study showed that the three positive switching barriers are positively related to service recovery evaluation, while one negative switching barrier are negatively related to it, meaning that if banks use positive trust-based rewards to retain their loyal customers these strategies will be more effective than "punishment" strategies, to prevent switching behavior. An Exploration of the Effect of Corporate Structure on Service Quality in Child Care Scott Weaven and Debra Grace (Griffith University) This article explores parental and child care staff perceptions of quality across alternative child care governance structures in Australia. Twenty-one child care staff and twenty parents of children attending community-based, independentprivate and corporate chain centres were interviewed. Results suggest that structural and procedural elements of child care service delivery were viewed as significant, although parental age and care giver experience appears to moderate levels of importance assigned to identified quality dimensions. Overall, independent-private and community-based centres are perceived as offering similarly high levels of care, and above that offered by corporate chains. Further research is needed to identify factors influencing centre under-performance, inform public policy and ensure consistent service quality provision regardless of ownership structure or centre administration. Achieving Service and Sales Goals Through Motivational Ambidexterity Ting Yu, Paul Patterson (University of New South Wales) and Ko de Ruyter (Maastricht University) In the management literature, ambidexterity is used as a metaphor to describe a firm's ability to pursue seemingly conflicting goals. The concept of ambidexterity is relevant and useful to address the contemporary issue of traditional service units now being required to also achieve sales targets. To address the issue of simultaneous pursuit of sales and service goals, we aim to introduce and establish the relevance of the concept of motivational ambidexterity. This paper also identifies four key antecedents of motivational ambidexterity for future research. They are: achievement orientation, employee engagement, self efficacy, and group potency. - 152 - ANZMAC 2008 – Track 16 TRACK 16: Social, Not for Profit and Political Marketing Postmodern Political Marketing: the 2008 London Mayoral Election Paul Baines (Cranfield University), Phil Harris (University of Otago) and Gareth Smith (Loughborough University) In this paper, we seek to deconstruct the London Mayoral Election campaign from a postmodern perspective. The campaign is analysed using a combination of dialectics, including material/symbolic, social/self, desire/satisfaction, rationality/irrationality and creativity/constraint developed by Elliot (1995) as a postmodern analytic framework for consumer behaviour. We argue that the London mayoral election displays numerous exemplum of postmodernity in politics, indicating the need for a wider research agenda less focused on the supposed rationality of the voter, the focus of the vast majority of extant research in political marketing. An Assessment of the Department of Finance and Administration (DoFA) Model of Program Evaluation for Australian Government Communication Campaigns: A Social Marketing Perspective. George Bell (The Australian National University), Ali Quazi and Peter Clayton (The University of Canberra) The issue of government communication campaigns is currently generating a great deal of attention from academics, public policy makers and stakeholders. The Australian federal government recommends that departments use the Department of Finance and Administration (DoFA) framework for program evaluation. Since its introduction in 1994 this framework has been used with little review or regard to the changing environment surrounding its use. Therefore, this paper raises the emerging question: is the DoFA program evaluation model adequate and effective in achieving the goals set for this purpose? The findings of this exploratory research suggest that the paucity of data on wider social parameters calls into question the overall appropriateness and effectiveness of the DoFA model for campaign evaluation. The paper identifies the methodological and transparency limitations of the available data and identifies the future research potential in this field. Internationalisation of Charitable Organisations: An Exploratory Study Roger Bennett and Rehnuma Ali-Choudhury (London Metropolitan University) This investigation explored the extent to which pre-existing academic theories of the internationalisation process applied to a sample of British charities, the practical devices that the sample members employed to expedite their overseas activities and the barriers to effective internationalisation that managers in the respondent organisations perceived to exist. The outcomes suggest that many of the issues previously researched in the commercial domain are relevant to the internationalisation of charities, although psychic distance was not a barrier to foreign operations. In the main the charities had not internationalised gradually. Typically a two-stage entry procedure had been followed whereby an organisation gained its first international experience by entering a single country via any one of several modes of operation (including DFI) and then simultaneously commenced activities in other nations. - 153 - ANZMAC 2008 – Track 16 Determinants of Early Repeat Giving to Charities by Young People: An Empirical Study Roger Bennett and Rehnuma Ali-Choudhury (London Metropolitan University) The second time charity giving behaviour of a sample of 551 young people during a two year period following the occurrence of a first donations was examined. Factors that encouraged an individual to make a second gift were explored, together with (i) the probabilities that a donation would be made within certain time intervals after the initial gift, and (ii) the variables that influenced whether the second donation would go to the charity receiving the person's first gift or to a different charity. Covariates employed in the study included the degree of emotional uplift a person experienced when giving, the level of mind-set change that took place consequent to a first donation, donor confusion, and the reputation and image congruity of the second charity to which a participant had contributed. The roles of personal inertia and social pressure when making donation decisions were also investigated. Social Responsibility and Credit Availability Linda Brennan (Swinburne University) and Wayne Binney (Victoria University) There has been a widespread increase in the use of consumer credit and therefore consumer indebtedness. Some of this increase has been within that segment of the population least able to afford debt of any kind – welfare recipients. This qualitative study demonstrates some interesting attitudes to debt, as well as differences in peoples’ perceptions of acceptable debt and their debt-management strategies. This study suggests that action is required by those responsible for the marketing of credit to this vulnerable group and government policy-makers to provide a socially responsible approach to manage this societal concern. Examining the Impact of Life Satisfaction and Time Pressure on Consumers' Responses towards Cause-Related Marketing Promotions Bobbie YL Chan (The Open University of Hong Kong) Cause-Related Marketing (or CRM in short) has been widely used by firms to link up sales with charitable donations since the early 1980s. Past studies were undertaken to investigate the "fit" between the firm and the cause, cause familiarity and nature, donation "quantifier", and message appeal. However, very limited studies were on consumer traits. The objective of this study is to enrich the extant CRM literature by examining the impact of consumers' life satisfaction and their susceptibility to time pressure on their responses to CRM promotions. Through a questionnaire survey in China, the study confirms the positive moderation effect of life satisfaction and the negative moderation effect of time pressure on consumer responses towards CRM promotions. Results are then explicated before indicating directions for future research. - 154 - ANZMAC 2008 – Track 16 Development and Validation of Consumer Economic Nationalistic Tendencies Scale (CENTSCALE) Isaac Cheah and Ian Phau (Curtin University of Technology) Economic nationalism has been identified as a critical component of nationalistic sentiment, influencing cognitions, attitudes, evaluation and purchase intentions. While a distinction is made between economic nationalism and other measures of national and international orientation (ie. consumer ethnocentrism), previous empirical studies explore the concept in a 'unified' form. This study bridges this gap by developing a scale specifically tailored to measure consumer economic nationalistic tendencies. Scale generation, purification, validation and confirmation are achieved through five studies. A Leximancer Analysis of Social Marketing Definitions Versus Social Marketing Literature Stephen Dann (The Australian National University) The paper uses a text mining methodology to derive fundamental principles of social marketing from a selection of social marketing definitions from the past four decades. Using the Leximancer text mining software, and, an unstructured machine learning approach to concept discovery, social marketing can be seen to consist of three key elements: marketing, socially beneficial outcomes, voluntary action, and the use of target markets. These three key frames are compared to concepts extracted from a content analysis of 75 social marketing papers which uncovers two areas of similarity through the use of social marketing and customer based intervention, and divergence over the focus on behavior versus belief outcomes. Getting Emotional about Social Marketing: Why and How People Change Behaviour Julie Fowlie and Matthew Wood (University of Brighton, Brighton Business School) People generally change for emotional rather than rational reasons and usually require personal support. Social marketing campaigns and interventions should be based upon an understanding of the emotions connected with the behaviour in question and take into account the relationships required to support change. At a time when there are increasing concerns about health issues, for example rising levels of obesity and associated diseases, binge drinking and environmental sustainability, social marketing has never been more important. This paper argues that social marketing should combine commercial marketing's success in making emotional appeals and connections through branding and advertising with theories of emotional intelligence. It also highlights the importance of developing and maintaining appropriate relationships and trust to support behavioural change. - 155 - ANZMAC 2008 – Track 16 The Co-Creation of Public Healthcare Service Quality: A Triadic Model Liz Gill and Lesley White (The University of Sydney) A preliminary qualitative triadic study has found that perceptions of service quality were influenced by three primary dimensions: Client Orientation; Client Involvement; and Service Participant Empowerment. On the basis of this exploratory research and a thorough literature review, a conceptual model for the triadic co-creation of perceived service quality of a public healthcare service is proposed. The independent variables in the model include: Client Orientation with the sub-dimensions Commitment, Benefit, Priorities and Improvement; Client Involvement with the sub-dimensions Confidence, Trust, Engagement, and Information Exchange; and Empowerment with the sub-dimensions Knowledge, Initiative, and Choice. Reporting on Social Marketing Issues: A News Media Analysis Donna Louise Gill, Michelle Mattinson (Curtin University of Technology) and Arno Scharl (Modul University) This paper explores online news media reporting through automated web content analysis to determine the prevalence and attitudes of social marketing issues across various countries. Results showed that Education and Work was the most commonly reported on category followed by Health Services, Family Planning, Environment, Crime and Justice and Road Safety. News media reporting in South Africa was particularly strong across Education and Work as well as Health Services. Canada recorded the highest reporting for Family Planning. New Zealand was the most prevalent reporter for the Environmental category. Crime and Justice and Road Safety only contributed a negligible amount to the overall term frequency counts across all categories. Social marketing stakeholders must continue to rally support from the media in order to increase awareness of specific issues facing countries and society. Leveraging the Brand Image of Government Schools by Understanding Their Competitors Edmund Goh and Sara Dolnicar (University of Wollongong) The brand image of schools are based on perceived parental attitudes. However, past studies compared these attitudes independently and not across all school sectors. Furthermore, most studies focused their analysis on individual schools rather than school sectors (e.g. Parramatta Primary). This underestimates the significant differences in the brand image of Government schools with other competing education sectors. In this research, results from a previous elicitation study (Goh and Dolnicar, 2006) were used to identify parental attitudes toward different school sectors in Australia. These attitudes were then compared among Government, Catholic and Independent sectors using ANOVA and Bonferroni. Results indicate that parents perceive the three school sectors distinctly different from one another. The paper concludes with recommendations for creating a positive brand image of Australian Government schools. - 156 - ANZMAC 2008 – Track 16 Evaluating the Impact of the Narrow Cast Marketing of 'Snake Condoms' to Indigenous Youth Parri Gregory, Lyn Phillipson, Lance Barrie, Sandra C. Jones (University of Wollongong) and Anna Validas (Convenience Advertising Australia) Originating in the Aboriginal community of Mildura, Victoria, the 'Snake Condom' was first launched through collaboration between Marie Stopes Australia, the Victorian Aboriginal Community Controlled Health Organisation (VACCHO) and the Mildura Aboriginal Health Service. This paper presents results of a recent evaluation of the narrowcast component of this campaign. Overall, this evaluation reveals positive results regarding the effectiveness of the narrowcast component of the initiative and highlights the value of the inclusion of narrowcast promotion as part of a well developed social marketing campaign to address sensitive topics targeted at sub-groups of particular interest within the population. How Where you Live Affects What You Eat: Examining German & Australian Students Debra Harker, Michael Harker, Bishnu Sharma (University of the Sunshine Coast) and Karin Reinhard (BA University of Cooperative Education) It is suspected that the transition from dependent living in the family home to independent living during young adulthood influences food choice. Both Australia and Germany report record numbers of overweight and obese individuals with young adults in both countries in a particularly high-risk position. As such, this study sought to investigate if food choice varied by the place of residence (dependent or independent) of these young adults. A self-administered questionnaire was used to collect quantitative data from 305 German students and 310 Australian students between the ages of 18 to 24 years. Findings indicate that there is a significant difference in food motives of university students in these countries, particularly in terms of convenience, sensory appeal, natural content, price and attitudes towards healthy eating. German students also ate significantly less amounts of vegetables; milk, yoghurt or cheese; meat, fish, poultry, eggs, nuts, or legumes; and also the total number of serves than did Australian students. Further, German dependent students, compared to their Australian counterparts, have significantly different food motives for: convenience, sensory appeal, natural content and price. In terms of food serving, dependent German students, compared to their Australian counterparts, consume significantly less vegetables; meat, fish, poultry, eggs, nuts or legumes. In terms of food motives, independent German students are significantly lower than Australian independent students in: health, convenience, sensory appeal, and price but significantly higher in natural content. In terms of serving of food, independent German students eat significantly less vegetables; bread; milk yoghurt or cheese; meat, fish, poultry, eggs, nuts or legumes than independent Australian students. This is also the case for total number of serves. - 157 - ANZMAC 2008 – Track 16 When is Enough, Enough? Exploring Parental Influences on Child Obesity Julie Norton, Debra Harker and Michael Harker (University of the Sunshine Coast) In light of the increasing prevalence and earlier onset of childhood obesity, this study explored the role of parents in the eating behaviour of their young children. Depth interviews were conducted with sixteen primary care-givers of children aged between 1 and 5 years. The convergent interviewing technique was utilised and analysis was guided by the grounded theory approach. The concepts of 'healthy' food (considered acceptable for provision on a day-to-day basis) and 'moderation' (the frequency of eating foods considered unacceptable for day-today provision) had a wide range of interpretation. Modelling within the home environment and the use of food for behaviour control (as bribes and rewards) emerged as major themes. Parental concern regarding child deprivation regarding food type and quantity emerged as a parental issue. Further examination of these themes may contribute to a greater understanding of socially accepted attitudes and behaviours surrounding child feeding practices, and ultimately assist in addressing the increasing incidence of overweight and obesity in Australian adults and children. Plain Packaging, Pictorial Warnings and Tobacco Products: An Empirical Assessment Janet Hoek, Philip Gendall (Massey University, New Zealand) and Jordan Louviere (University of Technology Sydney) Although tobacco marketing is now restricted, tobacco product packaging continues to communicate brand imagery, thus maintaining brand salience among users and non-users alike and reducing the impact of health warnings. This study used respondent conditioning theory to predict how disruption of brand imagery would affect the attractiveness of known, unknown and generic tobacco packages. A best-worst study found that familiar branding offset the negative connotations created by a pictorial warning label (PWL). These are the first findings to document the combined effect of PWLs and plain packaging and they suggest generic packs will stimulate cessation and deter smoking initiation Customers, Consumers, Partners, Society and the Political Party: Stakeholders in Australian Political Marketing Andrew Hughes and Stephen Dann (The Australian National University) As political marketing is the hybrid of marketing and political theory, the relative instability of core commercial marketing theory recently has increased the complexity of the political marketing stakeholder issue. This paper updates the Hughes and Dann (2006) exploration of political marketing stakeholders in light of the American Marketing Association's revocation of the 2004 definition, and introduction of current AMA (2007) definition. Specifically, the paper addresses the recategorisation of the stakeholders into the AMA (2007) "customer, client, partner and society at large" structure as the foundation for future work on political marketing stakeholders. - 158 - ANZMAC 2008 – Track 16 Exploring the Application of Personal Brands and Opinion Leadership in Political Marketing Andrew Hughes, Stephen Dann (The Australian National University) and Larry Neale (Queensland University of Technology) Personal brands have received relatively limited academic treatment despite a commercial sector interest in the technique in the last few decades. As a relatively new academic phenomenon, much of the marketing research in the field is dedicated to the isolation of the personal brand construct from the interconnected areas of opinion leadership, celebrity endorsement and inanimate object brand theory. This paper extends Keller (2004) and Thomson's (2006) examination of brand and brand theory by applying the frameworks to the political marketing context. Applicability of Leisure Theory to Managerial Views on Volunteerism in a Volunteer Managed Nonprofit Organisation: Some Preliminary Findings Pandora Kay, Anne-Marie Hede, Judi Inglis (Victoria University) and Michael Polonsky (Deakin University) This qualitative case study analysis explores managers' perceptions of motivations for volunteering within one nonprofit event-based organisation - Victoria Open Garden Scheme. The notion of volunteering as leisure was used as framework of analysis, but the analysis indicates that leisure only partly explains the motivations in this context. A new Societal Motivational Domain, whereby people are motivated by a desire to giveback to their community, was identified. Suggestions are made for further research, as well as suggestions as to how this assists in managing volunteers. Management of Nonprofit-Business Alliances: an Exploratory Study Kathryn Lefroy and Yelena Tsarenko (Monash University) Given substantial increases in collaborative relationships between nonprofit organisations (NPOs) and businesses, this research's objectives are twofold: (1) to examine the importance of objective setting for NPOs entering into nonprofitbusiness alliances (NBAs), and (2) to assess how the management of objectives can affect alliance outcomes. Findings demonstrate that NPOs believe the setting of objectives to be of vital importance when entering into alliances with corporates, however often the reality of setting objectives is not realised. Also, NPOs recognise that those objectives which are set are often not achieved. - 159 - ANZMAC 2008 – Track 16 Alternative Nutrition Information Disclosure Formats: Using the Elaboration Likelihood Model to Investigate Consumers' Attitudinal Responses Ninya Maubach and Janet Hoek (Massey University) Policy makers are considering whether enhanced on-pack nutrition labelling, such Percent Daily Intake and Traffic Light Labelling, could improve consumers' diets and thus reduce obesity rates. The Elaboration Likelihood Model was used to test whether these two new communication formats affected consumers' product evaluations, relative to the current Nutrition Information Panel (the control). A three by two between-groups experiment that manipulated nutrition label format (message complexity) and nutritional profile (message content) found that both test labels affected consumers' brand attitudes. Hierarchical multiple regression was used to explore whether consumers'\ motivation and ability moderated their attitudinal responses to the different message formats and content, but this hypothesis was not supported. The findings suggest nutrition labels may function as heuristics via peripheral processing and thus highlight the importance of simple, visually accessible label formats. Individual Social Issue Experiences: An Exploration of the Future Orientation of Individuals, Perceived Consequences and Feeling Deborah Griffin (Griffith University) and Aron O'Cass (The University of Newcastle) Previous research has demonstrated that an individual's behaviour can be predicted on the basis of their time orientation. This study extends this view by examining individuals' self-reported behaviour across two social issues (excess alcohol consumption and speeding) in order to understand the relationship between immediate versus future time orientation, feelings and consequences in relation to two important social issues. - 160 - ANZMAC 2008 – Track 16 Audience Reactions to Motor Vehicle Advertisements: A Test of Compliance with Self-Regulatory Codes Robyn Ouschan, Lynda Fielder and Robert Donovan (Curtin University of Technology) Massive automobile advertising budgets suggest that consumers worldwide are exposed to a large number of motor vehicle advertising messages. This is of concern considering some motor vehicle advertisements may encourage unsafe driving practices. In fact, motor vehicle advertising contributes a significant proportion of all complaints received by the Advertising Standards Bureau (ASB). Further, it appears that many advertisements that may be non compliant appear to fall through the regulatory gaps. This paper presents a test of the Federal Chamber of Automotive Industries (FCAI) Voluntary Code of Practice for Motor Vehicle Advertising. It entailed assessing audience perceptions of the messages communicated in three advertisements which were the subject of complaint to the ASB, two of which (Ford, Jeep) were dismissed and the third (Mazda) upheld. Audience perceptions of the ads showed that the ASB were correct in upholding the Mazda complaint that the ad promoted speed and performance aspects of the vehicle. However, our results showed that the Ford and Jeep ads also communicated these messages to the same extent or greater. Our results also showed that the sort of driver behaviour portrayed in these ads is perceived by a majority of viewers as aggressive and risk-taking across all three ads. These results bring into question the approach the Australian Standards Bureau uses to determine whether an advertisement breaches the FCAI Voluntary Code of Practice for Motor Vehicle Advertising. Encouraging Self-Regulation of Children's Food Consumption Simone Pettigrew and Melanie Pescud (University of Western Australia) The prevalence of childhood obesity and the associated negative health implications highlight the urgent need for interventions to assist families in preventing and treating the condition. Given their roots in marketing and consumer behaviour theories, social marketing activities directed at influencing food consumption have an important role to play in addressing the childhood obesity crisis. This study focused on children's awareness of the need for them to regulate their own food intakes. In a sample of over 500 low and medium socioeconomic children, around two-thirds believed that they should always finish what is on their plate and that they should not be permitted to determine the quantity of food they consume. The reasons provided by children for their beliefs indicate that both children and parents need to be informed of current nutrition information relating to the need for children to self-regulate their food intake. - 161 - ANZMAC 2008 – Track 16 Mothers' Attitudes to Food Promotion and its Effects on their Children's Diets Simone Pettigrew and Michele Roberts (University of Western Australia) This paper explores mothers' perceptions of food promotion and how it affects their child-feeding practices and their children's diets. The views of 21 mothers were obtained through 12 individual depth interviews and two focus groups. The two primary themes emerging from the data related to mothers' coping strategies in the face of their children's exposure to promotion for unhealthy foods. The first is resistance in the form of routinely denying requests and the second is deconstructing the promotion process and encouraging their children to do the same by teaching them about marketers' objectives and tactics. The findings suggest that it may not be in marketers' interests to alienate mothers by blatantly targeting their children with promotion for unhealthy foods. From a public policy perspective, mothers may appreciate materials that assist them to teach their children how to deconstruct food promotion. Shifting Focus from the Mainstream to the Offbeat: AntiConsumption's Contribution to Sustainable Change in Water Consumption Marcus Phipps and Jan Brace-Govan (Monash University) The consumption and use of water has become one of key challenges facing Australians this century. The intense public debate surrounding water consumption has lead to the politicisation of many household activities. This politicisation of the self and daily life is a core aspect of new social movement theory (Kozinets and Handelman 2004; Taylor and Whittier 1992; Touraine 1977). This paper explores urban water consumers who source their water from alternatives other than mains water. Through interviews and newspaper analysis of these "offbeat" pioneering consumers, it can be seen how these anti-consumers have helped contribute to a cultural change in Melbourne's water consumption. Social Value Measurement and Nonprofit Organizations: Preliminary Views of Nonprofit and Foundation Managers Michael Jay Polonsky (Deakin University) and Stacy Landreth Grau (Texas Christian University) This paper examines how managers of nonprofits and foundation view the measurement of social value. They generally agree that objective measures are desired, but recognise the difficulties in developing something that enables comparisons across the nonprofit sector. - 162 - ANZMAC 2008 – Track 16 Pinpointing Suitable "Direct Service" Volunteers Melanie Randle and Sara Dolnicar (University of Wollongong) Volunteering managers are challenged with finding individuals who are interested in a broad spectrum of volunteering roles ranging from board members to gardeners. This study extends the work of Heidrich (1990) by demonstrating that further splitting the segment of "direct service" volunteers into specific role descriptions, groups of individuals with distinct lifestyle characteristics can be identified. The key theoretical implication is that volunteering as a generic activity is of limited use. Heterogeneity in volunteering roles has to be accounted for. The practical contribution of the present study lies in providing guidance to volunteer managers about how to develop marketing campaigns to attract volunteers, the interests of whom match volunteering organisations' recruitment needs. What Motivates WA Public to Give Money to Not for Profit Organisations Ivana Oroz, Tekle Shanka and Brian Handley (Curtin University of Technology) This paper presents the results of a survey conducted on the giving behaviour among Western Australians (WA) using Sargeant et al (2006) instrument. A convenience sample of 400 members of the general public in WA voluntarily participated in an intercept survey to explore motivations behind giving money to and not for profit organisations. Results highlighted trust as a significant predictor of giving behaviour intentions. Trust and commitment were showed statistically significant differences among the various age groups whereas communication, family, and guilt components highlighted significant differences on gender. Results are discussed and further research directions are suggested. Key words: motivation, not for profit, trust, future intentions, giving, Western Australia (WA) Assessing the Public’s Real Knowledge of Global Warming Anne Sharp and Stine Hoj (University of South Australia) Most of what is currently known about the public's knowledge of and attitudes towards global warming is based on US data sources, with a key cited work coming from a 2006 Stanford University study (Krosnick, 2006). We replicate key aspects of this research to determine how Australia compares to the US. Key differences between the two nations are apparent. Australians attribute more personal importance to global warming and predict its impact to be more imminent. Australians believe to a greater degree that people are the main contributors, and that things can be done to reduce the amount of future global warming. Australians are also more in favour of federal Government action to mitigate it. We outline the implications of our findings for Government, media and educators. - 163 - ANZMAC 2008 – Track 16 The Effectiveness of Fear Appeal HIV/AIDS Communication on Behavioural Intent Marlize Terblanche-Smit, Nic. S Terblanche and Martin Kidd (Stellenbosch University) Specific research to guide marketing managers in social-issue related communication remains under explored. The increases in various social problems have caused practitioners to return to fear appeals as a motivation with the emphasis on the severity of the threat. The Aids pandemic is a major concern and some advertising campaigns do not seem to be producing the expected results. This study used structural equation modelling to investigate whether the use of fear increases the likelihood of adopting appropriate behaviour pertaining to HIV/AIDS communication. Fear, attitude towards the advertisements, severity, susceptibility and efficacy were examined to ascertain the influence of fear appeals. The findings of this paper indicate a strong relationship among susceptibility, fear, attitude and behavioural intent. The Role of Social Norms and Self-Efficacy in Motivation to Exercise John Williams, Rob Lawson and Sarah Forbes (University of Otago) Obesity is recognised as having reached epidemic proportions in Australia and New Zealand. To combat obesity lifestyle changes are needed in both diet and exercise. This study reports on an investigation into the role of social norms in motivation to exercise. It extends previous research that acknowledges the lack of social norms in models of exercise motivations. Our modelling indicates that social norms (perceptions the prevalence of the behaviour in wider society) have direct positive effects on self-efficacy, whereas extrinsic motivation (approval from close social actors) does not. This suggests suitable bases for social marketing campaigns. Competing for Attention: Using Stakeholder Engagement to Shift the Focus from the Beijing Olympics to Minority Pressure Groups Katharina Wolf (Curtin University of Technology) This is a case study, highlighting China's plight for positive, consistent media coverage in the lead up to the 2008 Beijing Olympics. While this paper in neither pro-China nor pro-Tibetan, it is definitely pro-Olympics, arguing that large organisations and government can learn from activists and pressure groups, who have been more successful in engaging stakeholders and encouraging participation. While the Beijing Organising Committee has recruited additional public relations support in a last minute bid to manage international media coverage and its image, the author argues that the focus of Olympic marketing programs has been too much on traditional marketing tools, ignoring the importance of integrated communication programs. - 164 - ANZMAC 2008 – Track 16 Social Marketing and Consumer Insight: An Exploratory Study of the Parental Influence on Obesity and Diet Carried Out in London Schools Matthew Wood: (University of Brighton, Brighton Business School) This paper discusses a social marketing approach to tackling childhood obesity, a major problem in England. Specifically, it concerns the exploratory research stages of a project in a London borough. The aim is to target parents as key influencers on the behaviour of young children. Focus groups of parents were held at two pilot infants’ schools and another with parents already participating in an obesity programme. This qualitative research provided valuable consumer insight and highlighted the issues and barriers preventing parents from offering healthy food and lifestyle choices. Intervention ideas were generated during a “stakeholder day”, including practical workshops, packs of advice and activities, and a stepometer challenge. These will be refined and tested in later stages, and results will be available before December 2008. - 165 - ANZMAC 2008 – Track 16 - 166 - ANZMAC 2008 – Track 17 TRACK 17: Sports, Arts, Heritage Marketing and Tourism Marketing Factors Hindering the Heritage Destination Promotion in Malaysian Context Sujana Adapa (University of New England) The present study makes an attempt to identify the key determinant factors that are actually hindering the heritage destination promotion in Malaysian context. For the purpose of the research, the attractions in Kuala Lumpur are segmented as heritage, architectural, natural and amusement landmarks. In accordance with the destination competitiveness analysis and based on the preferences and attitudes expressed by the respondents towards these attractions, they were grouped as heritage and tourist destination travelers. Respondents' intention and preference to visit as well as revisit heritage sites in comparison with other architectural, natural and amusement landmarks were explored. SWOT analysis performed thoroughly analyzes the current market situation for heritage destination promotion in Kuala Lumpur. Factors Influencing Attendance at Water Polo Events Sarah French, Sharon Purchase (University of Western Australia) and Larry Neale (Queensland University of Technology) Competition for the sporting consumer dollar has increased remarkably in recent years, furthering the need for continuous research on sport consumers. While research addressing fan consumption for professional sports is prevalent, there remains a lack of research into why spectators consume non-professional sporting events. This study uses a consumption model, FANDIM, rather than a motivational model to investigate attendance at water polo events. Results indicate that the physical attractiveness of the players and team identification best explain attendance variance. Marketing Spiritual Tourism: Qualitative Interviews with Private Tourism Operators in Pakistan Farooq Haq, John Jackson and Ho Yin Wong (Central Queensland University) This paper presents a study on the marketing strategies for spiritual tourism based upon in-depth interviewing of a sample of the tourism operators in Pakistan. A multi-method qualitative approach was adopted, which included probe-in-depth interviews with those tourism operators who offered some spirituality content or experiences in their travel packages. The operators were asked for details about the behaviours, attitudes and experiences of the spiritual tourists in Pakistan. This paper discusses the findings of the interviews regarding the spiritual tourists' group or individual preferences and the influence of reference groups or opinion leaders on their tourism decisions. The general observations of this original study were that the Pakistani spiritual tourists prefer to travel with families or friends and are inspired very strongly by historical and religious leaders. - 167 - ANZMAC 2008 – Track 17 Information Source Usage and Enthusiasm in Opera: A Comparative Study Bronwyn Higgs (Victoria University) and Robin N Shaw (Deakin University) The research reported in this paper investigated the relationship between information usage and individual ticket-purchasing activity of Opera Australia customers in relation to specific Opera Australia products, namely, operetta and opera. The results provide some support for the notion that consumers of operetta and opera can be distinguished on the basis of their different behaviour in some areas. However, there is substantial "crossing-over" or inconsistency in the data. Longevity of association with the art-form, and purchasing tickets to both types of productions, tended to be related to increased reliance on information sources closer to Opera Australia. Determinants of Service Quality for Tourists' Satisfaction and Loyalty for Wine Tourism Li-Chun Huang (National Taiwan University, Taiwan) The development of wine tourism is usually recognized as essential for increasing the economic value of wine industry, especially for the countries which have wine production but not leading in international wine market that Taiwan is an example. Previous studies indicated that service quality is the antecedent of consumer satisfaction, and word of mouth is the most important information source for wine tourists. Therefore, it is essential to highlight the service quality in order to succeed in winery operation. Objectives of this study were: 1) to compare the efficiency of SERVQUAL and SERVPERF for the measurement of service quality for wine tourism, 2) to evaluate the effects of service quality on tourist satisfaction and loyalty for wine tourism. The statistical results indicated that the approach of SERVPERF was more appropriate for the measurement of service quality for wine tourism. Quality variables reliability and tangibles are key determinants for both tourist satisfaction and loyalty. Developing a Scale to Measure Season Ticket Holder Attitudes Towards the Professional Sports Club Offering Adam Karg, Heath McDonald and Andrea Vocino (Deakin University) Given the importance of season ticket holders (STH) to sporting organisations, we empirically examine a scale for measuring their attitudes to the season ticket product. This involved identifying through qualitative research and past literature, the various elements that are perceived to comprise the season ticket package and developing items to measure STH attitudes to them. The season ticket package was decomposed into six key components, closely mirroring past research. A survey of over 2,500 STH of a professional sporting organisation was then conducted, incorporating items related to these six areas, overall satisfaction and disconfirmation of expectations. The results of Exploratory Factor Analysis on those items is presented here, with results suggesting the items are valid measures of season ticket holder attitudes that capture the breadth of the STH experience. - 168 - ANZMAC 2008 – Track 17 Linking Attitudes and Demographics in a Tourist Segmentation Model – A Two-stage Approach Uraiporn Kattiyapornpong, (Deakin University) Kenneth E Miller, (University of Technology, Sydney) Segmentation has been widely studied in tourism research e.g. Dolnicar (2004). Dawley (2006) points that commonly used segmentation variables such as demographics lead to identifiable segments which are not actionable while other useful approaches e.g. psychographics, are actionable but not identifiable. The objective of this paper is to develop a two-stage linkage approach to segmentation whereby cluster analysis using psychographic variables is conducted within demographic group. Demographic groups are selected based on propensity to travel. This research utilizes data generated from a cross-sectional self-completed survey of 49,105 Australian respondents on travel and tourism. The managerial usefulness of this segmentation is assessed. Clearly segments can be directly linked both demographically and psychographically. Understanding Barriers to Attendance and Non-Attendance at Arts and Cultural Institutions: A Conceptual Framework Pandora Kay, Emma Wong (Victoria University) and Michael Polonsky (Deakin University) This paper seeks to draw together themes from within the leisure, arts and other literature related to why people might not attend cultural institutions. Eight broad themes are identified: 1) Physical; 2) Personal Access; 3) Cost; 4) Time and Timing; 5) Product; 6) Personal Interest; 7) Socialisation/Understanding; and 8) Information. Many of the themes appear to be interrelated and as such strategies to address non-visitation will most likely need to be complex to allow the full range of barriers to be addressed. Export Success Determinants in Rural Tourism Raija Komppula and Saila Saraniemi (University of Joensuu) The purpose of this study was to identify export success determinants in rural tourism in Finland. The theoretical background is based on research on determinants of export performance, export orientation of the entrepreneur and market orientation, emphasising the capabilities of the entrepreneur. The survey data of is composed of 181 businesses. According to the results, marketing and the quality of the product are the most important success factors for export. The most important singular success factor in export, its necessary prerequisite, is the well-being of the customers. The successful businesses in export are those where a strong export orientation and good cooperation at the local level and towards the distribution channels produce interesting, tailor-made products that are based on the local aspect. - 169 - ANZMAC 2008 – Track 17 Predicting Packaged Holiday Purchases - The Case of a Mature Market (Switzerland) Christian Laesser (University of St. Gallen, Switzerland) Tour operators in Europe and Switzerland face multiple challenges. Yet, against all expectations, they more or less manage to maintain their overall market share. Using a binary logistic regression, this paper explores the determinants of packaged holiday purchases (as opposed to independent travel) exemplified by the case of a mature market - Switzerland. The results somewhat contrast with previous research, and reveal that choosing a packaged holiday cannot be predicted by socio-demographics, but rather by a given travel situation. Lack of familiarity with the destination, small travel groups, the travel motivations diversion/experience of something new, enjoyment of comfort and pampering, and the search for self-time increase the likelihood of people taking up a packaged holiday. Attributes of Ski Destination Choice: A Finnish Survey Tommi Larkkanen and Raija Komppula (University of Joensuu) The objective of this paper is to examine attributes explaining consumers' ski destination choice. We suggest four distinct factors namely Downhill skiing services, Cross-country skiing services, Restaurants and social life, and Spa services as determinants of the phenomenon, and explore how these attributes measure the overall ski destination choice. A total number of 1529 valid responses using traditional paper-and-pencil survey were collected from five different ski destinations in Lapland, Finland. An explorative factor analysis followed by a confirmatory factor analysis was used to test the validity of the model and measure the standardized estimates of the constructs. The results evince that Restaurant and social life determines the ski destination choice the most, followed by Spa services and Cross-country skiing services, while Downhill skiing services has the weakest influence. Theoretical and managerial implications are discussed. Tourist Segment Compatibility Katie Lazarevski and Sara Dolnicar, (Marketing University of Wollongong) Although market segmentation is used extensively by tourism researchers and industry, the problem of possible incompatibility of multiple segments has been widely ignored. Segment incompatibility limits the freedom of selecting a subset of attractive market segments to target thus representing a crucial consideration for the successful implementation of a market segmentation strategy. This study (1) discusses the problem of segment compatibility, (2) defines segment (in)compatibility, and (3) reports on factors which cause tourist (in)compatibility. Results indicated main factors are disrespect to environment, noisy people, attitude, meeting people, social atmosphere, information and advice. Practical implications for destination management are described. - 170 - ANZMAC 2008 – Track 17 Travel Destination Intentions: A Cross-Country Study Julie Anne Lee and Geoffrey N. Soutar (University of Western Australia) Correspondence analysis was used to examine the consideration set composition of travellers from three major Asian markets. There was strong consistency in consideration sets across the markets, suggesting consumers' screening criteria produce similar consideration sets. Destination marketers seem to have a common set of competitors, at least within the three countries studied. Consequently, generalised marketing programs that recognise these common competitors seem likely to be the most successful way to approach potential tourists. An Initial Classification of Branding Strategy in Australian Arts Organisations Marta Massi (Lumsa University, Roma) and Paul Harrison (Deakin University) This research examined the branding approaches and strategies adopted by six prominent Australian arts and cultural organisations from a corporate perspective. The aim of this exploration was to identify patterns in branding across different arts and cultural organisations, and attempt to provide an initial classification for understanding how these organisations approach branding. We found that three factors influenced how these organisations undertook branding strategy, viz., the focus of the branding process, the degree of consistency in branding strategies, and the required level of customers' involvement in the brand and the organisation. The organisations studied were then plotted on a continuum that considered each of these factors. This paper concludes that the most defining feature of their approach to branding seems to be whether their focus is on customers or on content, and suggests that organisations will move along the 'brand management continuum' according to the different focus of their branding. Future research opportunities are proposed. Using the Negative Binomial Distribution to Investigate Sports Attendance Larry Neale (Queensland University of Technology) and Dan Funk (Griffith University) Most of the research into sports attendance uses cognitive and hedonic models as the theoretical foundation. While these models are useful at explaining attendance variance, they are not good predictors of attendance. For frequently purchased consumer goods in stable markets, the study of past behaviour (habit) and the use of the negative binomial distribution (NBD) have been particularly effective in predicting penetration rates and frequency of buyers of a brand or category. This study compares sports attendance at football games with the attendance predicted by the NBD, and finds that attendance at professional football games follows the NBD when season ticket holders are removed from the sample. - 171 - ANZMAC 2008 – Track 17 Measuring Tourism Website Communication out of Central America Deon Nel (Deakin University) This study analyses website communication by Central American nations using the Leximancer approach. The official government tourism websites of all 7 Central countries were used in a content analysis and then mapped. We found that some countries communicate far more specific messages than others, in a way that allows the personality of the country - often termed its 'brand' - to shine through. Others are currently failing to communicate distinctly. This article illustrates a powerful, but simple and relatively inexpensive way for international tourism marketers to examine their brands as they are communicated online. The major contribution of this study is the use of a new research approach and set of tools that both tourism researchers and managers can use. I'm Not Playing Anymore: Developing a Model of why Consumers Stop Playing Social Sport Brendan Powell, Meredith Lawley (University of the Sunshine Coast) and Melissa Johnson-Morgan (University of Southern Queensland) While a diverse range of programs and sports marketing research has been undertaken to explain the effects of participation in sport in general, little research has addressed how to increase sport participation rates and even less attention has been given to why participants choose to stop participating in social sport. This paper begins to address this gap by building a conceptual model identifying the psychological stages of a person's participation in sport, specifically looking at why people stop participating. The model draws from a number of multidisciplinary models utlising relevant constructs from each. Drawing on concepts from psychological, cultural and social frameworks the proposed model focuses specifically on why people choose to stop participating in social sport and proposes a more comprehensive examination and hence a better understanding of this important area. A Structural Approach Towards Perceptions and Satisfaction of Revisit Intentions Vanessa Quintal and Ian Phau (Curtin University of Technology) This paper identifies the key antecedents with regard to revisit intentions to Western Australia's (WA) South-West Region. Four antecedents namely, perceived attractiveness, quality, value and low risk impact are examined. Consumer satisfaction is proposed to mediate the relationship between these antecedents and revisit intentions to WA's South-West Region. A research model is developed together with an agenda of five hypotheses. The findings suggest that the perceived attractiveness, perceptions of quality and perceptions of value are significant predictors of consumer satisfaction and subsequently revisit intentions. There are a number of limitations noted to be worthy of future research. Further managerial implications were provided to better allow destination managers, the government and tourism marketers to better understand tourist's destination choice. - 172 - ANZMAC 2008 – Track 17 Sink it: But Who Will Come? Vikki Schaffer and Meredith Lawley (University of the Sunshine Coast) Artificial reefs are of increasing importance to the dive tourism industry worldwide, however little research has investigated the economic value of artificial reefs in Australia specifically considering who actually dives, how much they spend and who benefits from this expenditure. Using the HMAS Brisbane Conservation Park as the context, 151 divers were surveyed over a three month period with results indicating divers were predominantly male, often travelling alone and spending on a range of goods and services throughout their stay. These results highlight significant opportunities for increasing the economic value of the Brisbane through more targeted marketing and co-operative relationships between various businesses. What Type of Value Drives Intentions to Visit WA Coastal Destinations? Geoffrey N. Soutar, Julie A. Lee and Nicolle Jenkins (University of Western Australia) The present paper examines the influence consumer's value dimensions have on their intentions to visit a number of Western Australian destinations. As expected, emotional value was the primary driver of tourist intentions, with social and functional value and past experience having much smaller effects. While past experience only minimally contributed to the explained variance in intentions, it did have a significant influence on the mean level of most value dimensions, with those who had visited having significantly higher value perceptions in each case. Indentifying Needs of Agritourists for Sustainable Tourism Development Natthawut Srikatanyoo and Kom Campiranon (Dhurakij Pundit University) Agritourism in Thailand has been growing in terms of number of accommodations, shops, and attractions. Unfortunately, not many of them are successful as they do not know what agritourists need and/or are looking for. The purpose of this study is therefore to examine what agritourist needs are and how those needs are correlated among themselves. Factor analysis was employed to assess the nomological and discriminant validity of as well as to analyse the correlations among agritourist needs. Meanwhile, t-test was employed to determine differences in agritourists' needs. The three factors including 'Activities and shopping', 'Facilities, services, and location', and 'Attractions and environment' are identified. As a result of the research findings, recommendations for agritourism providers and destination marketing organizations (DMOs) are proposed. - 173 - ANZMAC 2008 – Track 17 The Effect of the Category of Sport Team on the Role of Nostalgia in an Individual Supporter's Psychological Connection to That Sport Team Michael Volkov (Deakin University), Jane Summers and Melissa Johnson Morgan (University of Southern Queensland) With the many benefits related to high levels of psychological connection with a sport team, sport marketers, team management and communities at large desire supporters to be highly connected with sport teams. A major gap has been identified in the literature in relation to the effect of the category of sport team on the role of nostalgia in determining supporters' psychological connection, or identification, with a sport team. A conceptual model based on the extant literature is presented together with a proposed methodology and, as such, an exciting program of research is presented. Building brand identity: Does it pay? An investigation into cultural and recreational services Joanna Minkiewicz, Jody Evans, (Melbourne Business School), Kerrie Bridson, (Deakin University) This conceptual paper aims to contribute to current services branding literature by conceptualising the relationship between brand identity and critical antecedents and empirically verifying whether the creation of a strong brand identity results in the ultimate pay off in terms of improved organisational performance. A conceptual model is developed in the context of the cultural and recreational services sector and central constructs and subsequent propositions are discussed. Authenticity in a Modern Music Industry: A Qualitative Exploration into “Selling Out” Sean McDonald, Kerrie Bridson and Michael Volkov, (Deakin University) This paper looks at the impact of authenticity in the modern music industry. With a focus on the influence of an artist’s life cycle and the evolution of the music industry, this paper explores the relationship between authenticity, the concept of selling out and social perception. A conceptual model is presented depicting the above relationships derived from the relevant literature. The paper concludes with a discussion of the method that will be used to undertake this research. - 174 - ANZMAC 2008 – Track 18 TRACK 18: Strategic Marketing and Market Orientation On the Deceptive Nature of Perceived Usefulness as a Decision Variable for Marketing Management Support System Adoption and Use Niek Althuizen (ESSFC Business School Paris) and Berend Wierenga (RSM Erasmus University) Perceived usefulness is an important determinant of decision support system acceptance. It is the central concept of the Technology Acceptance Model (TAM; Davis, Bagozzi and Warshaw, 1989), which has been shown to be highly predictive of IT adoption and use. We argue and demonstrate that the use of perceived usefulness as a decision variable for marketing management support system adoption and use can be misleading, due to a lack of correspondence between perceived usefulness - as well as other subjective evaluation measures - and objective performance. Strategic Marketing: Situation Analysis and Competitive Success Ron Garland and Roger Brooksbank (University of Waikato) Interest in strategic marketing as a means of improving competitiveness at the individual firm level has continued from its heyday in the 1980s into the 21st century. Irrespective of location in the world, of industrial context, of size of firm, etc, almost all studies emphasise the contribution, directly or indirectly, of strategic marketing to competitive success. Thus, based on comparisons between two mail surveys ten years apart (1997 and 2007), this paper explores the extent to which one aspect (the strategic situation analysis) of strategic marketing has contributed to the competitive success of New Zealand firms. Ten years on, our findings show that New Zealand firms employing 20 or more people pay more attention to conducting a situation analysis as part of their overall strategic marketing planning efforts. Further, we affirm conventional wisdom: strategic marketing planning still contributes to competitive success. Putting Internal Market Orientation into Behavioural Patterns Employed During Marketing Strategy Implementation David Gray (Macquarie University) This paper addresses the need for greater understanding by marketing academics of marketing strategy implementation and the kinds of intervention implementation tactics which could be used to solve implementation problems. This paper builds on previous scholarly initiatives to develop a conceptual framework and syntheses previous literature in this paper which leads to a discussion of an integrated understanding of a number of different propositions of marketing strategy implementation. In particular, this paper considers the relevance of an internal marketing orientation and its impact on the range of marketing implementation tactics and consequent business performance. It is suggested that the internal market orientation of the firm is an important antecedent influence on the use of marketing implementation tactics and performance both within and beyond the firm. Thus internal marketing orientation is suggested as an enabler in the pursuit of business success, as it sets the landscape in which the firm's employees and customers operate. - 175 - ANZMAC 2008 – Track 18 Customer Defined Market Orientation in Non Profit Organization: Malaysian Case Fariza Hashim and Abdul Rahim Abu Bakar (University Utara Malaysia) Another perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers' view on the organization's level of market orientation. This study extends this line of research by exploring the customer-defined market orientation antecedents and outcomes in higher education institution. Based from a study conducted on the students of a local Malaysian university, this study extends the notion of market orientation to include service quality and customer satisfaction. Innovations, Strategic Orientations, and Market Performance of Service Providers Matti Jaakkola and Matti Tuominen (Helsinki School of Economics, Finland) Prior research on the interplay between service innovation, strategic orientation, and business performance is limited. This study tests a conceptual model which hypotheses mediating effects of Walker and Ruekert's (1987) strategic orientations on the innovation-performance relationship. The sample consists of 1413 business services or consumer services providers in eleven countries. In general, our results show a strong and positive direct link between firm innovation capability and market performance. Prospector-type of strategy seems to strengthen the innovation-performance relationships, while a low-cost defender strategy weakens the links concerned. Moreover, differences in the innovationperformance profiles between b2b or b2c services were identified. Comparing Aggregate and Individual Measures of Habit – A Study of Grocery Buying Behaviour Thang Pham, Richard Mizerski, (The University of Western Australia), James Wiley, (Journal of Business Research) Katherine Mizerski (Edith Cowan University) The Binomial Negative Distribution (abbreviated NBD) model, initially applied in marketing by Ehrenberg (1959) has been used extensively ever since to predict purchases of products at category and single brand levels. This study employed a new measure of habit called Self-Report Habit Index (SRHI) to predict purchases at the individual level. The hope is to find the appropriate mechanism at micro level that could generate equivalent results with those of NDB. The empirical base to examine the supposition is grocery purchasing behaviour of young consumers in New Zealand. - 176 - ANZMAC 2008 – Track 18 Marketing Capital and Marketer Loyalty in Vietnam Nguyen Dinh Tho (University of Econonics, HCM City and University of Technology), Nguyen Thi Mai Trang (Vietnam National University, HCM City) and Nguyen Dong Phong (University of Economics, HCM City) In this study, we examine the impact of human capital resources at the marketing professional level-marketing capital-invested by marketers on their loyalty to the firm. Marketing capital includes human capital, relational capital, organizational capital, and informational capital. We also investigate the moderating effect of marketers' trust in the firm. Based on a test by a sample of 528 marketers in Ho Chi Minh City, Vietnam we found that human capital has a positive impact on marketer loyalty. We also found that organizational capital and informational capital are unidimensional, termed firm-specific capital, which also has a positive effect on marketer loyalty. However, relational capital has no impact on marketer loyalty. Finally, marketers who have higher trust tend to be more loyal to the firm than those who have lower trust in the firm. These findings suggest that firms should build a governance structure that encourages marketers to invest more on firm-specific capital in order to enable marketers to be loyal to their firms. Explaining Brand Performance Differentials Between Firms via Innovation and Marketing Liem Ngo and Aron O'Cass (The University of Newcastle) Extending the view first espoused by Peter Drucker that innovation and marketing are key functions determining business success, this study proposes that building superior brand performance requires not only innovation capability and marketing capability as key business processes, but also innovation orientation and marketing orientation as business orientations which provides guidance and coalign with these business processes. Particularly, innovation orientation and marketing orientation are seen as drivers of innovation capability and marketing capability, respectively, which in turn contribute to a brand's performance in the marketplace. The empirical findings provide support for these theoretical propositions. International Market Entry Mode Strategy: A Region-within-country Perspective Aron O'Cass and Liem Ngo (The University of Newcastle) This study seeks to advance the market entry mode strategy literature by simultaneously examining resource-based characteristics (the RB theory) and environment-based characteristics (the IO theory) together as key determinants of market entry mode choice and marketing performance. Specifically, this proposition is empirically validated in the specific situation of Hong Kong firms' entry into Mainland China, a region-within-country context. The study found that product characteristics, industry characteristics, host market characteristics, and firm size have differential effects on Hong Kong firms choices related to entry mode strategy into Mainland China, while firm characteristics did not. The findings also show entry mode strategy, industry characteristics, and host market characteristics do not significantly impact marketplace performance, but firm and product characteristics do. - 177 - ANZMAC 2008 – Track 18 Transforming from Materials Provider to Project Marketer in the International Construction Industry Erik Pöntiskoski, Joel Hietanen, Jaakko Rokka, Mika Westerlund and Petri Parvinen (Helsinki School of Economics) Many firms are struggling to transform from selling products to projects integrating product and service components. This phenomenon has been noted by growing academic literatures of project marketing. This study contributes to the research stream from a transformation perspective, which has received little attention so far. The challenges of transformation are analysed through a case study of an international construction firm. The first challenge lies in coordinating two different business models: (a) increasing the share of solution projects, yet (b) continuing to sell of simpler products to support profitability. The second challenge exists in spreading the solution business model across geographical market areas with different milieu. We discover following barriers to spreading and sustaining the new business model: internal communication & incentives, project development & competencies, and milieu. Conceptualising the Employment Value Proposition: The Role of the Extended Marketing Mix Mark Wickham, Wayen O'Donohue and Dallas Hanson (University of Tasmania) In Australia, as elsewhere in the Western world, firms are faced with the challenge of recruiting, retaining and motivating quality human resources from increasingly competitive labour markets. One response to this challenge has manifest in firms attempting to position themselves as 'Employers of Choice' (EOC) in their relevant industries. In order to contribute to that ongoing debate, this paper explores the application of a key element in marketing theory - the 'extended marketing-mix' concept - to the management of the employment relationship. MARKOR: An Application in the Indonesian Higher Education Context Yulia Yeni (Economic Faculty of Andalas University, Indonesia) and Carmel Herington (Griffith University) This paper reports research assessing how well the western depiction of MARKOR translates to Indonesian higher education institutions. The lack of empirical studies into market orientation in education context in developing countries within the Asian environment inspired this research. Data obtained from 328 key persons such as heads or secretaries of departments within bachelor degrees in public, autonomous and private institutions was used for analysis. The three dimensional structure of MARKOR was not supported by this research. The four dimensions of 'Indonesian MARKOR' were found namely: intelligence generation, intelligence dissemination - institution, intelligence dissemination - staff and responsiveness. - 178 - ANZMAC 2008 – Track 18 Measuring Alliance Success: The Role of Strategic Fit Manir Zaman and Feliz Mavondo (Monash University) Strategic fit or coalignment is a notion that asserts that the environment and organisational strategy interact in a dynamic coalignment process and a match between them has significant and positive implications on performance. With respect to alliances, the concept of strategic fit or coalignment has not previously been empirically examined. It is a major and continuing challenge for alliance managers and firms to align alliance attributes with organisational capabilities. Based on a sample of alliances drawn from the Australian manufacturing and Service sectors, this study empirically tests strategic fit as coalignment or covariation and its implications on alliance performance. The results suggest that coaligning or reconciling the alliance attributes such as partner characteristics, relationship management and organisational capabilities have considerable influence on alliance success and that the coalignment model is significantly superior to a direct effect model. - 179 - ANZMAC 2008 – Track 18 - 180 - ANZMAC 2008 – Track 19 TRACK 19: Special Track: Macro-marketing SUBMITTED PAPERS Macromarketing and Development: The Impact of Marketing Systems on Society Through Enhancing the Management of Major Projects Max Briggs (Queensland University of Technology). Countries and corporations compete for recognition and growth by undertaking large-scale joint venture projects that require high capital, high intellectual and advanced technological input. Significant issues and challenges are associated with the development and implementation of such projects, especially from early proposal stage, where competing interests and conflicting cultural, social and environmental views need to be addressed in formulating appropriate management systems. The purpose of this paper is to demonstrate how key issues and challenges associated with the implementation of such projects can be addressed through the application of procedures adopted from marketing systems. This is done by describing how initial key steps in the strategic marketing process are applied to a large and complex venture involving multiple government and private sector interests. Measuring Structural Properties of Assortments Acquired: A Preliminary Examination Using Tourism Data Zhiron Duan (Univeristy of New South Wales) The lack of operational and comparable measures has been one of the main reasons holding back empirical research in macro-marketing. To address this issue, we choose assortment, the most important output of a marketing system, as our research target, and propose a network perspective on measuring its structural properties. We illustrate the application of this perspective to acquired assortments (in this case, destinations) created by visitors to Australia, using IVS (International Visitors Survey) data. We suggest structural measures to be based on adjacency matrices linking destinations sequentially or contemporaneously, which provide insights into the internal structure of the sets comprising acquired assortments. - 181 - ANZMAC 2008 – Track 19 Revealing the Lifestyles of Local Food Buyers Rob Lawson, Miranda Mirosa (University of Otago) A growing trend is recognised in some consumers specifically choosing to buy locally produced food. This has already led to some changes in food production and distribution systems. As a systems construct lifestyles are a suitable approach to examine the characteristics of the people leading this counter-trend in food purchasing. Using data from a national study of New Zealanders we compare differences between consumers who express a strong intention to purchase local food and those who do not. The intention to purchase local food is strongly related to other kinds of things they do with their food, including the types of food they eat, how they cook it, where and when they eat it. The information revealed about local food purchasers in this study offers a number of micro and macro implications and as such it is likely to be of interest to everyone involved in the production, distribution, retailing, marketing, planning, and legislation of food. An Overview of Marketing System's Performance: Efficiency and Effectiveness Jie Meng (University of New South Wales) There are limited numbers of discussions regarding marketing system, and even fewer of them have canvassed the definition and measurement of systematic performance - efficiency and effectiveness in a comprehensive manner. This paper compares the similarities and differences of diversified perspectives of performance measurement through categorizing and summarizing the previous literature, proposes a conceptual model regarding multi-levels of efficiency and effectiveness. The paper also shows an embedded but possibly emergent structure of multi-levels of efficiency and effectiveness. Alternative Food Networks: What's Alternative? Christine Moynihan, and Pierre McDonagh (Dublin City University) There is evidence of different ‘countercultural’ voices or tribes in contemporary society (Desmond et al. 2000). According to Witkowski (2005) we are in an era of antiglobal backlash, with the term anti-globalisation becoming well known following the 1999 WTO meeting – ‘the battle in Seattle’. This backlash has made its way on to the global dinner plate where the global food systems are often seen as inferior to their local cousins in terms of quality, social justice and sustainability, with Alternative Food Networks (AFN’s) emerging to satisfy consumers wants and fears. By looking at two Irish examples, the ‘global’ Tesco and the ‘local’ Fuchsia Brands initiative we submit that perhaps they are not so ‘alternative’ after all and a better descriptor of ‘emergent’ should be developed. - 182 - ANZMAC 2008 – Track 19 Affordable Housing: Exploratory Findings From the State of Queensland Mark Spence and Sudhir Kale (Bond University) Affordable housing is proving to be a serious bottleneck in regional economic development. Any solution to this issue will require a coordinated and synergistic approach on the part of key players when it comes to providing affordable housing. We report results of focus groups designed to understand challenges, needed reforms, and previous success stories pertaining to affordable housing. Nongovernmental organisations, government officials, and key individuals involved in housing provision from the private sector participated in the focus groups. The need for consistency/certainty in government policies and approaches toward affordable housing emerged as a strong theme of discussion across all three groups. Corporate Social Responsibility: A Resource-Based View of the Firm Mehdi Taghian (Deakin University) This paper reviews the application of the corporate social responsibility (CSR) as an intangible dynamic resource, its application in the formulation of marketing strategies and its association with business performance, using the theoretical framework of resource-based view of the firm (RBV). The study aims to address the control and governance of the application of the CSR with respect to selfcontrol and regulatory control of corporate compliance. A model of CSR is suggested that represents the predictors of the construct (CSR) to facilitate the test of its usefulness in explaining the extent to which organisations may choose to be socially responsible. Social Engineering & Marketing Communications Ann-Marie K Thompson, Andrew G Parsons, (Auckland University of Technology) Social engineering is defined and combined with the diffusion process under a macro-marketing framework. This combination amounts in the presentation of a conceptual framework named the social engineering decision making framework. This framework is important as it uncovers the stages through which social engineering decisions go through. We develop a schema to show how marketing communications play a role in the resulting social engineering decision process, and use a recent prominent example of social engineering to illustrate how our schema works. - 183 - ANZMAC 2008 – Track 19 "Selling Sickness" A Macro Research Agenda for the Marketing of Pharmaceuticals Steven Ward, (Murdoch University) and Anthony Pecotich, (The University of Western Australia) Despite the importance of pharmaceutical products to the health and welfare of society and the widespread marketing practices used by marketing there seems to be little published research by marketing scholars on the impact of promotions to the medical profession. This paper outlines some questions for macromarketing scholars to address in this important area of research. - 184 - ANZMAC 2008 – Track 20 TRACK 20: Conference Theme Track: Shifting Focus from Mainstream to Offbeat INVITED AND SUBMITTED PAPERS “Customer Relationship Marketing (CRM): If you have them by the – CR---M, their hearts and minds will follow” (With apologies to L. B. Johnson, 36th US president) Aedh Aherne and Björn Agen Smidesson Is Customer Relationship Marketing really about customer care? Are we after their hearts and minds? Or is it about cynically exploiting consumers to get into their wallets? And do businesses really care? Or does the end justify the means? Marketing Applications of Sexual Exchange Theory Michael Basil, (University of Lethbridge) Exchange theory is a foundation of marketing. This review examines related research on sexual exchange in economics, human sexuality, evolutionary psychology, and social biology. This research has shown that sexual exchange theory is useful in explaining courtship, relationship formation, and prostitution; however, the theory is somewhat under-applied to existing relationships. Overall sexual exchange theory can be used to examine the value propositions in a variety of marketing situations. By applying this understanding of sexual exchange, marketers can use these insights into human sexual behaviour to help us to better understand and perhaps facilitate mutually satisfactory exchanges in commercial and social marketing. A variety of testable propositions are developed. Experiential Consumption in Second Hand Clothes Shopping Itir Binay, Jan Brace-Govan, (Monash University) An observational study of a charity retailer showed how a nonprofit organisation utilized a retail space to create a specific consumption experience. Key to this experience was a consistent sense of style. The experience was linked to a commitment to values determined by the parent nonprofit organisation’s political commitment. The interaction between clothing and the consumer, the uniqueness of every single item, the ethical stand expressed by the retail outlet on behalf of the nonprofit organisation, and the fact that second hand clothes shopping is a sustainable form of consumption, turned the consumer’s shopping experience into a treasure hunt for fashionable values. - 185 - ANZMAC 2008 – Track 20 Towards Deconstructing Customer Evangelism Nathalie Collins, Jamie Murphy, Wade Jarvis (University of Western Australia) Academics tend to group evangelistic, cult-like brand enthusiasm with Word of Mouth Marketing (WOM). Yet the history of Evangelistic practices and the word’s revival in marketing during the digital age suggests Customer Evangelism (CE) differs from WOM. A review of various theoretical frameworks suggests that CE centres around connecting emotions to authentic experiences. For some individuals, this combination generates identification with the brand akin to religious belief. Key concepts in academic literature, particularly Service-Dynamic Logic,are used to develop a theoretical framework to deconstruct CE, and propose subsequent areas for further research and testing of CE. Taking the P’s out of Marketing: A new D3 Framework for the 21st Century Diego Garcia Have the 4 Ps become passé? Are the 7 S’s superfluous? This paper presents a new marketing framework for the 21st century, a model, developed by Diego Garcia the noted Peruvian marketing guru. Audience participation will be required The Wicked Witch of Anti-Marketing? Myths, Metaphors and "Nanny State" Janet Hoek (Massey University) Metaphors are widely used to evoke images, elicit learned associations, and shape responses to both brands and policies. This paper explores how archetypal images offer insights into political philosophies that, in turn, influence how marketing is regulated. Frequently used to describe interventions that would limit “the market”, a “nanny” has moved from being a caring motherly figure to an anti-maternal harridan that seeks to constrain and limit the freedoms her charges may enjoy. Analysis of political and marketing rhetoric reveals that “nanny” metaphors are more likely to connote a wicked witch than a fairy godmother, and the application of this metaphor to regulatory proposals that marketers find unpalatable illustrates how evocation of embedded images may be used to avoid debate. Reliance on the “nanny state” soubriquet, and on marketers’ use of metaphor to characterise political interventions requires greater critical scrutiny. - 186 - ANZMAC 2008 – Track 20 Marketing as a "WMD" Johannes Klingel Despite all the fine talk about the Marketing ‘ethos’ and ‘philosophy’ (Marketing 101), or platitudes about societal marketing and the need to address ethical “issues”, the sad reality is that Marketing has become a weapon of mass deception. This is reflected in the way that marketing techniques have been used to convince us that: • There were weapons of mass destruction, in the absence of any real evidence • Buying concentrated fabric conditioner will save the planet • Sub-prime mortgages are a smart idea, as nothing is as “safe as houses” • Greater consumption of ever-scarcer resources leads to economic prosperity Can we seriously believe that marketing is adding value? Did it ever? And is it now part of the problem, rather than the solution? “A Retrospective on the Future Direction of Marketing Theory and Thought” Tommy Lee Reprises and updates a seminal article on marketing theory and thought by Smithee and Lee. This demonstrated that Marketing borrowed freely from other discipline areas in the past and suggested some new fields it might exploit. This paper brings the late, lamented Smithee’s original up to date. A number of new fields are considered and new terms offered include market insurgents (Where competitors have as little right to be in the market as you have), marketing rendition (When you don’t know where the hell all your customers have disappeared to) and Avian Marketing (Similar to “viral” marketing, only worse and even less welcome than bird flu). An A - Z of Marketing Rob Lawson (University of Otago) This paper offers an alternative A-Z dictionary of marketing terms. - 187 - ANZMAC 2008 – Track 20 Developing a Presence in a Mainstream Market With a Product Perceived as Offbeat Karen Miller, Les Brown, Doren Chadee (University of Southern Queensland) Generally when one thinks of Australian wine regions images of the Barossa Valley, the Hunter Valley or Margaret River may be conjured up as they have developed a presence in the mainstream market. Queensland, by contrast, may be perceived as offbeat, despite its similar quality and growing conditions. This study explores the plausibility of Queensland developing a presence in a mainstream market with findings from a survey completed by 347 people. The results indicate that when consumers choose their wine on the basis of terroir that personality, reputation and label design are the most important elements. Positioning wine from Queensland on its personality may hold the key to having an offbeat product compete in a mainstream market. On the Offbeat: Applying the Jazz Metaphor to Move from Mainstream to More Holistic Marketing Research Michael Mills (University of Southern Queensland) The article employs the metaphor of jazz music making to facilitate visualisation and application of how the marketing research profession can address a number of important areas to consider and apply if the research profession is to move away from the mainstream in directions suggested by Smith (2005) and others. The article also contributes to the literature in positing potential new forms of evaluation criteria suggested by the metaphor which might be used in evaluating research (and researcher) quality. Transcendental Marketing: A Conceptual Framework and Empirical Examples Fredrik Nordin (Linköping University) This article introduces the concept of transcendental marketing, which is an emerging approach to marketing with the potential of attracting and keeping customers. The concept is illustrated with examples and propositions are developed regarding antecedents, contents, and outcomes of transcendental marketing. - 188 - ANZMAC 2008 – Track 20 The Last of Marketing Gurus Allan Smithee, Tommy Lee A poem that pays tribute to the seminal contributions of marketing gurus past, present, and future Buy One and Stop Me Al Tarego and Sue Denim Literary readings of marketing’s finest prose by one of the disciplines most prolific publishers The Nuisance of Nuance in the Use of the E-Word: What Exactly is Engagement Beverley Thompson, University of Western Sydney This paper is a discursive paper that investigates the meaning in the academic literature of the term "engagement". The reality is that the term has a number of diverse meanings, and is used rather willy-nilly in a number of quite varied contexts, with little concern for the fact that these nuances are a nuisance! The paper provides an overview peep at the engagement literature, and reveals the fact that it segregates into two disparate areas - that of "student engagement" of university students, and that of "community engagement" of universities. It is finally suggested that academic writers and committees need to address the linguistic disparities, reduce the nuance differences that are such a nuisance, and at least attempt to develop a vocabulary that will facilitate the speaking of a common and unambiguous "engagement language". - 189 - ANZMAC 2008 – Track 20 'Self' and Virtual Worlds Susan Barnes, Neil Hair (Rochester Institute of Technology), Lyle Wetsch (Memorial University of Newfoundland) Virtual Worlds enable people to present themselves to others in the form of an avatar. These environments simulate face-to-face interaction and theories that were developed prior to the Internet can be used to explain how people present themselves in virtual works. For instance, Goffmans’ dramatist view is one perspective that applies today. This paper combines student interviews with theory to explore how the self is represented by avatars. Customer Husbandry: The Rearing, Growing and Fleecing of Customers Ian Wilkinson, Penny Frow, Adrian Payne (University of New South Wales), Louise Young (University of Western Sydney) The management of customer relationships has been the subject of much research, but its ‘dark side’ has been given little attention. The potential for exploitation inherent in customer relationship management is highlighted and analyzed via comparison with the principles of animal husbandry, i.e. the way farmers “manage” their farm animals. The comparison serves to dramatize some of the potential problems and side effects of the widespread diffusion and adoption of relationship marketing and CRM rhetoric, theory and methods and leads us to reconsider the nature, role and value of these in today’s business enterprise. From Warfare Metaphor to Warfare Marketing: A Short History of Marketing in the 21st Century” Екатерина Шттои БраДИ and Игорь ВакоВ (Большой университетский, москва) The word ‘propaganda’ is believed to have derived from Russian. In some languages, such as Polish, Romanian and Spanish, ‘publicity’ translates as ‘propaganda’ (e.g. propagandă, propagandare), retaining overtones of political messages, from unreliable sources, that should be treated with a healthy degree of mistrust. This paper examines the recent history of marketing to explore just how far marketing has drifted ‘off message’ in the 21st century. In moving from metaphor to application, we consider how it is now being used cynically to manipulate public opinion in the pursuit of ideological, political and geopolitical goals. - 190 - ANZMAC 2008 – Special Tracks Special Tracks, Sessions and Workshops Conference Theme Track: From Mainstream to Offbeat Chairs: Jim Bell and Catherine Sutton-Brady In this special track we celebrate the conference theme with a number of carefully selected papers from leaders in the Academy to the most junior thought-leaders of our day. There will be four exciting and off-beat sessions of submitted and invited papers, viz. • Who took the art out of Marketing? • From Mainstream to Offbeat • From Mainstream to Off the Wall • Who put the art back into Marketing The sessions are curiously titled and include even more provocatively titled papers. The track chairs invite you to revel in the peculiar and join them in celebrating the off-beat, the off-the-wall and the down right different. Special Track: Macromarketing (1st December – 3rd December 2008) Chairs: Roger Layton, Tony Pecotich and Ben Wooliscroft The Macromarketing track comprises a number of sessions to be hosted by leading macromarketers. The track opens with a panel discussion exploring the challenges to macromarketing arising from the growing complexity of micro, meso and macro marketing systems, and the ways in which these systems impact and are impacted upon by environment change (Speakers include Steve Vargo, Robert Lusch and Roger Layton). Submitted papers explore a number of broad macromarketing themes, including markets and marketing systems in economic development, the micro - macro interface, marketing ethics and distributive justice, global policy and the environment, quality of life and measurement and modelling in macromarketing. The latter involves work on markets as complex adaptive systems and agent based modelling (including an invited paper from Gene Laczniak of Marquette University addressing the issues of distributive justice and marketing to the poverty sector). Consistent with the conference theme this special track explores the "taken for granted" assumptions of marketing, from off-beat or alternative perspectives, which are or could be at the forefront of marketing thinking. Industry Sessions 1 and 2: Exploring the Gap between Industry and the Academy Chairs: Geoff Lee, Daniela Spanjaard and John Stanton Nothing could be more off-beat (some might say) than exploring the gap between the Marketing Academy and the Marketing Professional. In two sessions dedicated to the issues associated with understanding and bridging the gap (such that it exists) between academe and industry, invited speakers from industry will look at issues in research and marketing practice. Industry speakers will then participate in an open discussion with the academy regarding the issues that confront the two communities as we move into the next decade. - 191 - ANZMAC 2008 – Special Tracks Special Session: Corporate Branding Chair: Shaun Powell We have embedded two special sessions of submitted papers on Corporate Branding into the branding track. As organisations become increasingly concerned about the face they present to the world, corporate branding is becoming more important. Trends in corporate responsibility have made the corporate brand an increasingly important resource for the modern business. In this special session papers cover a diverse range of issues from the corporate brand character on the one hand to the impact of employee participation in ethical standard setting as far as corporate brand is concerned on the other. Special Session: Calibrating and Improving Practice Impact of Marketing Analytics/Science Chair: Ujwal Kayande Extending the themes developed in the industry sessions, this special session examines more deeply the impact marketing science has had on practice: what are the barriers to impact, and what are the routes to improving impact on marketing practice. In a number of invited papers from leading researchers in marketing, the presenters explore a variety of themes including: • Calibrating the Practice Impact of Marketing Science/Analytics (John H. Roberts) • Practice Impact Barriers • Routes to Practice Impact I (push): Improving the likelihood of marketing analytics implementation (Ujwal Kayande) • Routes to Practice Impact II (pull): Disseminating Marketing Science Knowledge (Gary Lilien) Workshop: C-OAR-SE: The C-OAR-SE Procedure for Scale Development: Verification, Generalization, Extension Presenter: John Rossiter The developer of the C-OAR-SE procedure for scale development will run a special session/workshop that highlights a crucial issue in research – scale development. The C-OAR-SE procedure is a theoretically based protocol for better measurement and the C-OAR-SE workshop is a must for doctoral students and senior researchers alike. In the workshop John Rossiter will explore issues in measurement ranging from construct definition to scale reporting (and everything in between). - 192 - ANZMAC 2008 – Special Tracks Special Session: The Google Online Marketing Challenge: A Global Teaching and Learning Initiative Chair: Larry Neale From February to May 2008, in conjunction with universities around the world, Google ran its first ever business student competition, the Google Online Marketing Challenge. Over 15 thousand students from 61 countries representing more than 450 schools of higher education will compete. The Challenge fits undergraduate or graduate classes such as advertising, ecommerce, integrated marketing communication and marketing. A synthesis of hands on advertising and education, the Challenge exposes students to the increasingly important field of online marketing, engages student teams with local businesses and enables teams to compete globally. Student teams get US$200 in AdWords, Google’s flagship advertising product that accounts for over 90% of Google’s revenue, to drive online traffic to a small- to medium-sized enterprise (SME) website. Unlike most student competitions that simulate real world conditions or craft hypothetical marketing plans, students in the Google Online Marketing Challenge will develop and implement online marketing campaigns for real clients and spend real money. During the three-week contest, students will access detailed, individualized reports and adjust their campaigns accordingly. In addition to hands on experience conducting online marketing campaigns, students gain the experience of acting as consultants for SMEs. Another difference from most student competitions is a focus on the educational experience. In addition to competing on campaign metrics, the student teams must submit a written report that addresses four pedagogical areas: • Learning objectives and outcomes • Group dynamics and client dynamics • How their campaign strategy evolved • Future recommendations. An important goal of marketing education is helping students grasp the relevance of topics discussed in the classroom. A complementary goal of many professors is to develop positive liaisons with the local business community. Similarly, many universities struggle with ways to become relevant in their local communities. In theory, The Google Online Marketing Challenge achieves these goals. The proposed panellists include a Google representative, members of The Challenge’s Global Academic Panel and participating professors. These professors helped Google develop the Challenge, some used the Challenge in the classroom and some will judge the eventual winning teams. Their lively discussion will share the expected, and unexpected, educational outcomes of the Google Online Marketing Challenge. The session should appeal to professors that competed in the 2008 Challenge as well as professors considering the 2009 Challenge. Session topics include: Adoption considerations for the Challenge; Getting up to speed on AdWords; Their Challenge experiences; Meeting Challenge learning objectives; Instructor pitfalls; Common student mistakes; Benefits students derived; Student complaints; Simulations vs. live contests; and Integrating the Challenge into various marketing courses. - 193 - ANZMAC 2008 – Special Tracks Special Session: The Changing Definition of Marketing: ANZMAC Perspectives (ANZMAC Fellow’s Session) Chair: Mark Gabbott, ANZMAC President ANZMAC President, Mark Gabbott will host a special session exploring the meaning of Marketing. Consideration is given to definitions of Marketing from 1935 through to the current definition proposed by the American Marketing Association. The American Marketing Association’s definitions of marketing have gone through dramatic changes is the last 70 years. The 1935 definition focuses on “to the market” where channels and regulations are of prime importance. “…the performance of business activities that direct the flow of goods and services from producers to consumers” The focus of the 1985 definition shifted to having an emphasis on the management of customers and markets. This may be thought as “market to”. “…the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives” In 2004 after considerable deliberation, a controversial definition was agreed to which provides a far greater emphasis on marketing processes, relationships and value creation. This may be thought of as “market with and among”. “…an organisational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders” Finally in 2007 after conducting a survey of 2,500 of its members, the 2004 the definition was revised. This new definition is much more of a synthesis of the previous definitions and may be thought of as “to market”, “market to” and “market with and among”. “ the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers, clients, marketers, and society at large.” In this special session the ANZMAC Fellows and the audience will be asked to respond to the following questions about the new definition: 1. What is its role in the marketing lexicon? 2. What are the of the implications academic research? 3. What is its relevance to marketing in Australia and New Zealand? 4. Do practitioners take any notice whatsoever if a definition changes? 5. Does this new definition mean we need to adjust our teaching content? 6. Do we need to make research and educational alliances with other disciplines? 7. So what is this discipline we call marketing? - 194 - ANZMAC 2008 – Special Tracks Special Session: Meet the Editors Chair: David Low Meeting the editors is a tradition at every ANZMAC conference. This year is no exception, with editors from the International Marketing Review, Journal of Business Research, Australasian Marketing Journal, and others. Come along – there may even be an offbeat twist to this session. - 195 - ANZMAC 2008 – Special Tracks - 196 - ANZMAC 2008 – Author Index AUTHOR INDEX Abu Bakar A R...........111 Abu Bakar A R...........176 Adam S .....................89 Adam S ...................129 Adams P.....................28 Adapa S ..................141 Adapa S ..................167 Agrawal R ..................29 Aherne A .................185 Ahmad H .................111 Ahonen M ..................37 Ainsworth J.................72 Alajoutsijavi K .............95 Albaum G .................125 Albaum G .................141 Albert N .....................37 Alcaraz C ...................91 Ali-Choudhury R .......153 Ali-Choudhury R .......154 Althuizen N ..............175 Anderson K ................57 Ang L ........................41 Arambewela R...........111 Archer C.....................29 Argyriou E .................89 Arli D I ......................79 Arnott D ....................89 Aspara J ..................121 Aspara J ..................137 Autere V.....................37 Bach T .......................51 Bain P ......................128 Baines P ...................153 Baird M ......................38 Bakob N ...................190 Bal C..........................29 Bal C..........................73 Balmer J M T...............45 Banerjee B .................79 Barnes S B ...............111 Barnes S ..................190 Baron S ...................131 Barrie L ................... 157 Barrie L .....................83 Basil D ......................85 Basil M..................... 185 Bauer H H ..................61 Baxter R ....................56 Baxter S ....................57 Bednall D ..................89 Bednall D ................. 147 Beebe T ................... 144 Bell G ...................... 153 Bell J ....................... 191 Bellman S ..................71 Benn S.......................87 Bennett R ................ 153 Bennett R................. 154 Bennett S................. 123 Berg B .......................45 Beverland M ...............57 Beverland M B ............97 Beverland M ............. 134 Bhat S S ....................49 Binay I..................... 185 Binney W ................. 154 Birtwistle G ................57 Bodenberg S............. 103 Bogomolova S ............38 Boland G .................. 112 Boshoff C ...................55 Terblanche N S ...........55 Bougoure U-S .............42 Bove L .................... 141 Boznjak M ..................44 Brace-Govan J ............68 Brace-Govan J .......... 162 Brace-Govan J .......... 185 Braithwaite I............. 116 Brennan L ................ 154 Brennan M ............... 123 Brennan M ............... 124 Brennan M ............... 126 Bridson K ...................38 Bridson K ...................79 Bridson K ................. 118 - 197 - Bridson K ................. 119 Bridson K ................. 131 Bridson K ................. 174 Briggs M .................. 181 Broderick A J .............. 98 Brooksbank R ........... 175 Brown L ................... 188 Brown S..................... 27 Buchanan J .............. 124 Budisantoso T........... 136 Bugg M.................... 131 Burford M ................ 124 Burrell A .................. 112 Buttle F ..................... 49 Buttriss G J ................ 78 Cadeaux J ................ 131 Cadeaux J ................ 138 Campbell C ................ 30 Campelo A ................. 49 Campiranon K .......... 173 Cao Z-P ................... 132 Carlson J.................... 89 Carlson J ................. 148 Caruso S.................... 96 Cassidy K................. 131 Ceber M..................... 30 Chadee D................. 188 Chaidaroon S S........... 30 Chan B YL ................ 154 Charbonneau J ......... 101 Chea B ...................... 97 Cheah I ..................... 73 Cheah I ................... 155 Chen S-C ................. 132 Cheong Teck M ........ 132 Chikweche T............. 101 Chitty B ..................... 36 Choong K................... 74 Christodulides G ......... 90 Chrysochou P ............. 39 Chua A P H................. 92 Chung A .................... 80 Chung E..................... 58 Chung K ................. 106 ANZMAC 2008 – Author Index Chung K ...................112 Chylinski M .................74 Clarke P ...................142 Clark-Murphy D J.........97 Clayton P..................153 Cohen D A ..................75 Coker B......................66 Collins N.....................58 Collins N...................186 Connoley E ...............142 Corkindale D ...............97 Craig-Lees M...............31 Craig-Lees M...............76 Craig-Lees M...............90 Crawford H J .............101 Cripps H .....................50 Cruz P........................90 D’Souza C ..................66 Dagger T ..................148 Dallimore K...............142 Daly T M.....................58 Daly T ......................108 Dann S.......................31 Dann S.....................155 Dann S.....................158 Dann S.....................159 Davies M ....................44 Dawes J .....................70 Dawes J ...................121 Dawes J ...................122 De Barcellos M ............59 De Jager J ................146 De Ruyter K ..............152 De S ........................105 Dean A.......................53 Dean A M .................143 Debuse J ..................115 Dekock A..................132 Denim S ...................189 Denize S ...................80 Denize S ..................107 Denize S ..................125 Desmet P .................133 Di Mascio R .............. 109 Di Mascio R .............. 143 Dickinson S ................31 Dix S .........................32 Dix S .........................39 Doan M P ...................74 Dobele A R .................74 Dobele A ....................95 Dolnicar S ................ 156 Dolnicar S ................ 163 Dolnicar S ................ 170 Donaghue N ............. 128 Donald M ...................87 Donovan R ............... 161 Dowell D ....................53 Drennan J ..................96 Dresler-Hawke E .........59 Driesener C .............. 121 Duan Z .................... 181 Dubelaar C .................68 Duncan R ...................66 Dzakaria H ............... 111 Eades E ................... 131 Eagar T ......................60 East R...................... 121 Egan T .......................62 Elliott D ................... 131 Elliott R M ..................32 Ellis N ........................54 Ellis P D .....................55 Ellis-Chadwick F ........ 137 Emerson A ............... 102 Emile R ......................90 Epaan E W ............... 190 Ercsey I ................... 143 Evangelista F ............ 125 Evans J ......................38 Evans J ......................79 Evans J .................... 174 Evans T......................95 Evanschitzky H ...........54 Ewing M ................... 127 Fam K-S .................. 106 - 198 - Fam K-S .................... 78 Farrelly F J ................. 97 Farrelly F ................... 58 Fastoso F ................. 103 Fastoso F ................... 47 Fatima J K................ 144 Featherstone M .......... 89 Feiereisen S ............... 98 Feng S..................... 144 Feng Z Y .................... 59 Fernandez K V ............ 60 Fielder L .................. 161 Filzah Md, I .............. 111 Finsterwalder J ......... 112 Finsterwalder J ......... 144 Firth E ..................... 109 Fletcher R .................. 82 Fletcher R ................ 101 Foley P ...................... 77 Foley P .................... 127 Foran J ...................... 65 Forbes S .................. 164 Foster J ..................... 71 Foster J ................... 132 Fowlie M .................. 155 Freeman L ................. 69 Freeman L ................. 87 French S .................. 167 Frosen J................... 121 Frow P ..................... 190 Fry T ......................... 74 Fry T ....................... 114 Fulford H ................. 137 Funk D .................... 171 Gabbott M ............... 194 Garcia D .................. 186 Garland R ................ 175 Garma R .................... 80 Garrett T C............... 103 Gatfield T................... 68 Gendall P ................... 81 Gendall P ................. 101 Gendall P ................. 158 ANZMAC 2008 – Author Index Gerber C ....................39 Geue M ......................84 Gibberd M ..................62 Gill D L.....................156 Gill L ........................156 Glynn M S ................133 Glynn M S ..................40 Glynn M .....................56 Gnoth J ......................49 Goh E ......................156 Gountas J ...................60 Gountas J ...................61 Gountas S ..................60 Gountas S ..................61 Grace D......................41 Grace D....................152 Grant K ......................43 Grant K ....................133 Gray B .......................49 Gray B .....................146 Gray D .......................50 Gray D .....................175 Greenacre L ................80 Gregory G D .............101 Gregory G D .............126 Gregory G ................109 Gregory P ...................83 Gregory P .................157 Greyser S A ................45 Griffin D ...................160 Griffiths K.................113 Grimmer M .................61 Grohs R......................32 Grunert K ...................59 Gu H..........................81 Guang H.....................59 Gunaratne A .............102 Gunaratne K A ............99 Gupta S .....................56 Habel C ....................113 Hagino H ..................148 Hair N ......................111 Hair N ......................190 Hall D V .....................81 Halliday S V................42 Hamid S A ..................75 Handley B ................ 163 Hanson D ................. 178 Haq F ...................... 167 Haq Md R ...................75 Haq Md R ................. 107 Harker D .................. 157 Harker D .................. 158 Harker M.................. 157 Harker M.................. 158 Haron H .....................91 Harris J .................... 128 Harris P......................78 Harris P.................... 153 Harrison P ................ 171 Hartnett N ..................33 Hartnett N ..................40 Hashim F ................. 111 Hashim F ................. 176 Healey M J ............... 134 Hede A-M ................. 159 Heinrich D ..................61 Helkkula A M ..............98 Henricksen B ............ 101 Herington C ................36 Herington C .............. 178 Hewison K ................ 128 Hidayat A ................. 106 Hietanen J ................ 137 Hietanen J ................ 178 Higgs B .................... 168 Hildesheim A ............ 145 Hilton T.................... 145 Ho H W L ................. 114 Hoek J .......................81 Hoek J ..................... 158 Hoek J ..................... 160 Hoek J ..................... 186 Hogan S J ..................98 Hoj S ....................... 163 Holden M T .................50 Horbel C .................. 145 Horrigan D ............... 151 - 199 - Hu J ........................ 104 Huang C-I ................ 134 Huang L-C ............... 168 Huddleston P .............. 65 Hughes A ................. 158 Hughes A ................. 159 Hume M..................... 91 Huynh M .................... 82 Ilicic J........................ 40 Imrie B C ................. 146 Inglis J .................... 159 Iriana R ..................... 49 Isa Md I .................. 111 Jaakkola M ............... 121 Jaakola M................. 176 Jackson J ................. 167 Jackson L................... 75 Jackson L................... 82 Jarvis W..................... 62 Jarvis W..................... 71 Jarvis W................... 186 Jenkins N ................. 173 Jeong Y ................... 134 Jia N ...................... 135 Johns R ..................... 91 Johns R ................... 146 Johnson Morgan M .... 138 Johnson Morgan M .... 172 Johnson Morgan M .... 174 Johnston M ................ 54 Johnstone M-L ............ 92 Jones S C................... 67 Jones S C................... 81 Jones S C................... 82 Jones S C................... 83 Jones S C................. 157 Jones S...................... 36 Josiassen A ................ 67 Josiassen A .............. 104 Jozsa L .................... 143 Juntunen J ................. 37 Kajalo S................... 137 Kale S H .................. 105 Kale S ..................... 183 ANZMAC 2008 – Author Index Karg A .....................168 Karpen I O..................67 Karpen I...................104 Karpin B ...................109 Karsaklian E..............102 Kattiyapornpong U.....169 Kauppinen-Raisanen H .63 Kay P .......................159 Kay P .......................169 Kayande U ...............192 Kea G ........................62 Kelley J ....................105 Kelly L .......................33 Kennedy R..................30 Kennedy R................135 Kerr G........................31 Kerr G........................96 Khan A.......................33 Khan A.....................114 Khan J .......................76 Kharouf H.................150 Kiat C P......................94 Kidd M .....................164 King C........................41 Kitchen P....................45 Kleinaltenkamp M ........51 Kleinschafer J..............66 Klingel J ...................187 Kobinah T ...................76 Koller M .....................63 Koller M ...................127 Komppula R ..............169 Komppula R ..............170 Konhauser A ...............52 Kopanidis F...............114 Korkofingas C .............41 Korkofingas C .............63 Kowalkowski C ............51 Krishnan T V .............144 Kuenzel S ...................42 Kukic S ......................95 Kyystallis A.................39 Laesser C .................170 Lam W .......................55 Lan Y-C......................93 Landreth Grau S ....... 162 Laney R ................... 133 Lang B .......................34 Larkin I ......................84 Larkkanen T ...............92 Larkkanen T ............. 170 Lastovicka J L .............60 Laukkanen T...............90 Lawley M.................. 115 Lawley M.................. 172 Lawley M.................. 173 Lawson R ................. 164 Lawson R ................. 182 Lawson R ................. 187 Layton R .................. 191 Lazarevski K ............. 170 Le Bon J................... 147 Le Cren N...................72 Le Cren N...................83 Lee A.........................36 Lee C....................... 106 Lee G.........................51 Lee G.........................82 Lee G.........................92 Lee G.........................93 Lee G....................... 125 Lee G ...................... 191 Lee J A..................... 171 Lee J A..................... 173 Lee J A.......................58 Lee J ....................... 105 Lee J ....................... 108 Lee J-H .................... 103 Lee R.........................76 Lee R....................... 122 Lee T ....................... 187 Lee T ....................... 189 Lees G .......................42 Lees G ..................... 126 Lefroy K ................... 159 Lehtola K ...................63 - 200 - Leung L-C .................. 42 Liao Y-H................... 135 Liesch P ................... 107 Lindman M ............... 135 Ling P ........................ 34 Liu J .......................... 64 Lockshin L.................. 70 Loh C ........................ 78 Louviere J .................. 81 Louviere J ................ 158 Louvieris P ................. 93 Low B ........................ 52 Low D D .................. 195 Low D R..................... 93 Low D........................ 82 Lowe B ...................... 64 Lowe S ...................... 54 Lu H ........................ 126 Lu V N ..................... 105 Lu X ........................ 137 Luck E ....................... 84 Lui D ......................... 34 Lwin M....................... 35 Lye A......................... 96 Lynch P ..................... 50 Madden-Hallett H ...... 114 Mahlamaki T............. 115 Malmgren M ............... 51 Mangold G ............... 151 Manna V .................... 75 Manning K................ 108 Mansvelt J.................. 59 Marchegiani C............. 64 Marchioro G ............ 120 Marchioro G ............. 117 Mariappanadar S......... 76 Markic B .................... 95 Marshall A.................. 65 Marshall R.................. 52 Maruyama M ............ 134 Maruyama M ............ 136 Massi M ................... 171 Matanda J M............. 135 ANZMAC 2008 – Author Index Matanda M................137 Maties C .....................65 Mattinson M ..............156 Mattison Thompson F ...85 Maubach N ...............160 Mavondo F..................38 Mavondo F..................43 Mavondo F................135 Mavondo F................179 Mazzaroi T ..................35 McColl-Kennedy J .......98 McColl-Kennedy J ......147 McColl-Kennedy J ......149 McDonagh P..............182 McDonald H ..............168 McDonald S ..............174 McGuiggan R ..............51 McGuiggan R ..............92 McGuiggan R ..............93 McGuiggan R ............125 McNeill L S................106 McQuilken L ..............147 Medhaker M ..............108 Medlin C J...................52 Megicks P ...................83 Meierer M ...................45 Mejtoft T ....................53 Melewar T C................89 Memery J E.................83 Meng J .....................126 Meng J .....................182 Merunka D..................37 Meshram K .................53 Meyers-Waaden ........121 Michaelidou N .............90 Miller K E..................169 Miller K ....................188 Mills M K ..................115 Mills M .....................188 Minahan S ..................65 Minahan S ..................68 Minamikawa K...........136 Minkiewicz J................38 Minkiewicz J..............174 Minnee F ....................84 Mirosa M .................. 182 Mitis A .......................77 Mitsis A.................... 127 Mizerski D ..................77 Mizerski K ..................58 Mizerski K ..................77 Mizerski K ................ 106 Mizerski K ................ 136 Mizerski K ................ 176 Mizerski R ................ 176 Mohammed H ............80 Morgon L....................57 Morrish S ................. 106 Morrison M .................53 Morrison M .................66 Morrison M .................83 Morrison M .................99 Morrison P D...............79 Morrison P D...............81 Morrison P D...............86 Mortimer K .................31 Moynihan C .............. 182 Mudgil V.....................93 Muhamad N ................77 Muhl J C M .................61 Mullen C................... 116 Mulready P ............... 111 Mulye R ................... 110 Mulye R ................... 114 Munoz P .....................90 Murphy A ................. 136 Murphy J ....................58 Murphy J ....................76 Murphy J .................. 118 Murphy J .................. 151 Murphy J .................. 186 Muthaly S................. 117 Nagpal A ....................66 Nanere M ...................66 Nasution H .................43 Nasution H ............... 133 Neale L ................... 193 Neale L .................... 159 - 201 - Neale L .................... 167 Neale L .................... 171 Nel D......................... 30 Nel D....................... 172 Nenycz-Thiel M ........... 43 Newton F ................. 127 Ng E.......................... 54 Ng J ........................ 135 Ng S H M ................. 148 Ngo L ...................... 177 Nguyen D P ................ 43 Nguyen D P .............. 177 Nguyen D T ................ 43 Nguyen D T .............. 177 Nguyen T M T ............. 43 Nguyen T M T ........... 177 Nordin A .................... 53 Nordin F .................. 188 Norton D.................... 44 Norton J .................. 158 O’Cass A .................. 148 O’Cass A .................. 160 O’Cass A .................. 177 O’Cass A .................... 89 O’Donohue W ........... 178 O’Steen B ................ 112 O’Toole T ................... 50 Oatterson P .............. 152 Ogilvie M ................. 106 Ohikita K ................. 136 Olaru D.................... 125 Opperwal H ................ 64 Opperwal H ................ 93 Opperwal H ................ 99 Oppewal H ............... 134 Oroz I...................... 163 Orr B ......................... 58 Ouschan R ............... 161 Ozanne L ................... 83 Pandit A P .................. 67 Pandit A................... 104 Pare V ..................... 122 Parker C .................... 44 Parsons A G ............. 183 ANZMAC 2008 – Author Index Parvinen P ................121 Parvinen P ................137 Parvinen P ................178 Patterson P ...............147 Pattison H M ...............93 Pavlovic I ...................95 Payne A ...................190 Payne A .....................34 Pearce G ..................116 Pecotic T ..................191 Pecotic A ..................184 Pedersen S .................59 Perrott B ....................91 Pescud M..................161 Pettigrew S.................68 Pettigrew S...............108 Pettigrew S...............161 Pettigrew S...............162 Pham T ....................176 Phau I........................32 Phau I........................35 Phau I........................38 Phau I........................39 Phau I........................46 Phau I........................62 Phau I........................64 Phau I........................69 Phau I........................73 Phau I........................94 Phau I......................155 Phau I......................172 Phillipson L .................67 Phillipson L ...............157 Phipps M ..................162 Pickett B...................133 Pihlström M ...............98 Pires G .....................108 Pirnes H ...................148 Pitt L..........................30 Plagens B ...................44 Plant E .....................102 Plewa C ......................29 Plewa C ......................52 Plewa C......................67 Plewa C......................73 Plewa C......................84 Polonsky M J............. 162 Polonsky M ............... 159 Polonsky M .................80 Polonsky M ............... 169 Polyorat K ..................30 Pontiskoski E ............ 178 Poon P ..................... 125 Porublev E..................68 Powell B ................... 172 Powell S .....................44 Powell S .................. 192 Previte J.....................84 Purchase S .................54 Purchase S ............... 125 Purchase S ............... 167 Quazi A ......................66 Quazi A .................... 112 Quazi A .................... 153 Quester P G................29 Quester P G................73 Quester P G.............. 105 Quester P ...................58 Quintal V....................78 Quintal V.................. 172 Rafiq M .................... 137 Rahman S H ............. 107 Rahman S H ...............75 Rajaguru R ............... 137 Rajala A ................... 148 Ramaseshan B ............54 Ramaseshan B ............94 Rampersad G..............99 Randle M.................. 163 Razzaque M A .............91 Razzaque M A .............94 Rassaque M A ........... 144 Razzaque M A ........... 116 Reid A........................82 Reinhard K ............... 157 Reisinger H.................32 - 202 - Rennie V .................... 70 Repo S .................... 115 Rex J......................... 77 Riethmuller S H .......... 78 Rindfleish J .............. 152 Ringer A C ............... 118 Ringer A C ............... 119 Robbert T................. 138 Roberts M ................ 162 Roberts M .................. 68 Robertson N L .......... 149 Rokka J ................... 178 Romaniuk J ................ 33 Romaniuk J ................ 40 Romaniuk J ................ 43 Romaniuk J ................ 47 Roosiani D T............. 151 Roostika R ............... 117 Roper S ..................... 44 Rosenstreich D ......... 117 Rossiter J ................ 192 Roth S ..................... 138 Rugimbana R.............. 44 Rugimbana R.............. 66 Rugimbana R.............. 68 Rungie C.................... 39 Runte M..................... 85 Ryan M .................. 120 Ryan M M................. 117 Saarinen T ................. 37 Salo J ........................ 95 Salunke S ................ 149 Salzberger T............. 127 Salzberger T............. 128 Salzberger T............... 63 Sandhaug L................ 40 Saraniemi S ............. 169 Schaffer V ................ 173 Scharl A................... 156 Schramm-Klein H........ 45 Scott J..................... 128 Scott J....................... 31 Scott N .................... 107 ANZMAC 2008 – Author Index Sekhon H .................150 Shanka T....................84 Shanka T..................163 Sharma B .................157 Sharma N ...................55 Sharp A....................150 Sharp A....................163 Sharp B......................30 Sharp B......................57 Shaw R N ...................46 Shaw R N .................149 Shaw R N .................168 Siaw J ........................36 Siemionow V.............116 Silver J.......................44 Simpson M .................68 Sit J.........................138 Sloan T ....................107 Small F ......................69 Smidesson B A ..........185 Smith G ...................153 Smithee A ................189 Sorensen B .................59 Soutar G N .................35 Soutar G N .................58 Soutar G N .................98 Soutar G ..................105 Soutar G ..................108 Soutar G N ...............118 Soutar G N ...............171 Soutar G N ...............173 Spanjaard D ...............69 Spanjaard D ............191 Sparks B ....................36 Spence M .................183 Srikatanyoo N ...........173 Stanton J....................33 Stanton J..................104 Stanton J..................108 Stanton J..................110 Stanton J..................114 Stanton J .................191 Steel M ......................95 Stella J.....................129 Steyer A ....................73 Streif G ......................63 Stuart H.....................45 Stuart H.....................85 Sullivan Mort G ...........91 Sullivan Mort G ......... 107 Sullivan Mort G ......... 142 Summers J ............... 174 Sutton-Brady C ......... 191 Swanepoel C ..............96 Sweeney J C ...............98 Sweeney J..................35 Swoboda B .................45 Syed Ahmad S F .........76 Syed Ahmad S F ....... 151 Syed Alwi S F .............45 Taghian M ................ 102 Taghian M ................ 183 Tan LP ..................... 138 Tan T.........................86 Tang Y ..................... 108 Tarego A .................. 189 Taylor R .....................84 Teah M ......................46 Teah M ......................69 Teah M ......................94 Teal G .......................80 Terblanche N S ...........30 Terblanche N S ......... 164 Terblanche N ..............39 Terblanche-Smit M .... 164 Termsnguanwong S ... 118 Tezinde T ...................76 Theron E ....................55 Thompson A-M K....... 183 Thompson B ............. 189 Thompson M...............46 Thompson M............. 109 Todd S.......................92 Tojib D.......................93 Tomic D .....................95 Trinh G ......................70 Tsarenko Y ............... 151 Tsarenko Y ............... 159 - 203 - Tuominen M ............. 176 Tuzovic S ................. 144 Tuzovic S ................. 151 Uncles M D................. 86 Uncles M D............... 126 Uusitalo O ................ 115 Valenzuela F............. 152 Valette-Florence P....... 37 Validas A ................. 157 Van Dessel M ........... 128 Van Putten K .............. 36 Vassinen A ............... 121 Vaux Halliday S ......... 42 Veale R...................... 67 Veledar E ................... 95 Vieceli J M.................. 46 Vispers B ................... 65 Vocino A .................. 118 Vocino A .................. 119 Vocino A .................. 129 Vocino A .................. 168 Vogelpoel M ............. 150 Voges K E .................. 99 Volet S .................... 119 Volkov M.................. 118 Volkov M.................. 119 Volkov M.................. 174 Voola R.................... 109 Waller D S ................. 99 Waller D .................... 31 Walters G................... 36 Wan L Y ..................... 47 Wang P Z................... 99 Ward S ...................... 36 Ward S ...................... 70 Ward S .................... 119 Ward S .................... 128 Ward S .................... 184 Ward T ...................... 70 Weaven S ................ 152 Webber C................... 61 Webster C M .............. 40 Webster C .................. 70 Weerawardena J ....... 107 ANZMAC 2008 – Author Index Weerawardena J........149 Westberg K.................96 Westerlund M............178 Wetsch L ..................190 White C ......................74 White C ....................110 White L ....................100 White L ....................156 Whitelock J .................47 Whitelock J ...............103 Wickham M...............178 Wierenga B...............175 Wight S ......................47 Wiley J .....................141 Wiley J .....................176 Wilkinson I ...............190 Williams H ..................62 Williams J E M .............83 Williams J ...................86 Williams J .................164 Wilson B...................129 Winit W .................... 1-9 Winkelmann S...........145 Winklhofer H...............85 Winzar H ....................96 Woisetschlager D.........32 Wolf K......................119 Wolf K......................164 Wong A H K ...............55 Wong D......................78 Wong E ....................169 Wong G C E ................34 Wong H Y .................167 Wong V ......................98 Woo K-S...................139 Wood M....................155 Wood M....................165 Wooliscroft B ............117 Wooliscroft B ............191 Woratschek H ...........145 Wright M ..................122 Wright O ..................139 Xi J ..........................139 Xu C Y .......................86 Xu X ........................ 123 Yang L .......................78 Yang S.......................47 Yang S..................... 132 Yeni Y ...................... 178 Yoo J Y .................... 110 Young A ................... 190 Young L .....................69 Young L .....................87 Yu T ........................ 152 Yule S........................71 Zaman M ................. 179 Zaveri M M ............... 110 Zeltser R ....................56 Zhang A .....................56 Zhang O.....................96 Zhao L ..................... 126 Zitzisperger D F S ..... 138 Zorn S .......................71 Zubairi Y Z ............... 151 Zur A.........................79 - 204 - OLYMPIC PARK, SYDNEY ANZMAC 2009 Sustainable Management and Marketing Hosted by Department of Marketing, Monash University Join us Date Venue Invitation - 3 - 30 November – 2 December 2009 Crown Promenade Hotel 8 Whiteman Street, Southbank 3006 Melbourne Victoria It’s brighter than you think. Sony E-Series Data Projectors. Bright light or dull. Large auditorium or cramped office. Sony E-Series data projectors thrive in all conditions, delivering high quality performance and colour accuracy that commands attention. Affordable and easy to use, they’re one of the most reliable projectors on the market. So all you need to worry about is creating great presentations. Superior quality performance at affordable prices Advanced 3LCD and Sony BrightEra™ technology Brightness up to 2500 ANSI Lumens Multiple connectivity options including S-Video, dual RGB, HDMI and RS-232C Short-focus lens to project large images from short distances Brighter presentations start with Sony E-Series. To find Choice of models to suit virtually every business and application. out more visit www.sony.com.au/displaysolutions today.
