An exploration of the components of relational bonds to an arts festival brand

This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller’s (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts’ (2003), and Muniz and O’Guinn’s (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled “brand affinity”. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.

An exploration of the marketing readiness of websites

The aim of the reported study was to assess the marketing readiness of websites using a tool developed from studies in the late 1990s. The research hypotheses suggest that, in line with earlier studies, government websites are more marketing ready than commercial service organisation sites in Australia. The paper reports findings that commercial service organisation websites are not as marketing ready as might be expected. The research hypotheses are partially supported in that Victorian local government websites show evidence of more sophisticated marketing capability than those of commercial service organisations in Australia and that the service organisations sampled are less likely to employ the Web as a marketing channel than local government.

An exploration of relational customers` response to service failure

Purpose – The purpose of this paper is to examine how customers with different relational bonds respond to the same service failure. In particular, the framework to service failure and recovery devised by Fournier and Mick is applied.
Design/methodology/approach – To uncover rich emotional and cognitive responses to service failure, in-depth interviews with eight former and current patrons of an Australian opera were used.
Findings – Three types of relationship were identified: satisfaction-as-love (SaL), satisfaction-as-trust (SaT) and satisfaction-as-control (SaC). Each responded to the same failure in different ways. SaL customers had emotional bonds with the product category and thus reaffiremed their loyalty following the failure. SaT customers saw the service failure and inadequate recovery as a breach of the brand's implied promise and thus excited the relationship. SaC customers took charge of the situation, using their status to improve their situation and then defended the brand.
Practical implications – The findings indicate the importance of customizing service recovery strategies, in this case to those customers with the strongest emotional bonds to the brand, not the product class.
Originality/value – This is the first paper to examine how relational customers respond to service failure and identify how different customer-brand relationships result in different post-failure reactions and expectations of service recovery.

From music to silence: an exploration of music-thanatology vigils at end of life

Research in Australia into use of music-thanatology, evaluating provision of harp music in vigils with palliative care patients in a hospice. The concept of music-thanatology is outlined, and the findings of the study in alleviating suffering and creating tranquil environments are reported.

Qualitative exploration of the nature of grief-related beliefs and expectations

Societal expectations of grief impact the experience of bereavement. The congruence of societal expectations with current scientific understanding of grief is unknown. Therefore two qualitative studies explored community perceptions of grief. In study one, three small focus groups (N = 9) examined grief-related expectations associated with hypothetical scenarios of bereavement. In study two, the impact of grief-related perceptions on the lived experience of bereavement for 11 individuals was explored through semi-structured interviews. Across both studies, elements of a traditional stage model view of grief were evident, with participants viewing emotional expression of grief as important. An avoidant coping style in the bereaved was considered problematic. Findings of study two suggested that grief-related beliefs may impact the bereavement experience via appraisal of the grief response and willingness to support bereaved individuals. The studies suggested that stage model assumptions in the beliefs of the general population persist, although there was a recognition of diversity in the grief response.

Chronicles of architectural internships : student experiences versus practitioner expectations

This paper presents preliminary analysis and data gathered for a master of architecture by research study which seeks to explore the value of student work experience in architecture. It describes the theoretical framework upon which internships provide certain technical and professional knowledge and are regarded as an integral element of professional education. Until the last decade, internship in the architecture profession has received surprisingly little attention from researchers. Structural constraints unique to the architectural profession present challenges to how student work experience/internships can be sustained and it is pertinent to examine its precise relevance for the future. Vignettes of student learning experiences are presented and discussed against vignettes of practitioner expectations. The data in this study have been collected using combined methods of semistructured and open interviews and a qualitative approach to analysis of data. The opportunity to test the results in the architectural practice experience unit currently offered as a one credit earning elective for the architecture degree program at Deakin University will be discussed. It expects to prompt exploration into the potentially potent and broader pedagogical outcomes of a form of work-integrated learning (WIL) framework for students of built environment professions in the future.

Enterprise bargaining as an organising opportunity - case study of a campaign by NTEU at one university

In the context of an increasingly de-regulated industrial relations' environment, enterprise bargaining has been viewed by unions as an opportunity for organising and increasing membership at the grass roots level. This paper uses a case study approach detailing the process at one university where the National Tertiary Education Union (NTEU) utilised organising tactics of the type currently promoted by the Australian Council of Trade Unions (ACTU). The campaign is described and assessed relative to outcomes at other NTEU sites during the same round of bargaining. It is concluded, that, firstly, the tactics used at this site succeeded in producing greater membership growth and mobilisation than at comparable sites. Secondly, the tactics used are applicable to a university workforce including academic and general staff. Thirdly, industrial campaigning in enterprise bargaining does not by itself result in membership growth.

What`s the story? An exploration of narrative language abilities in male juvenile offenders

This paper is concerned with the narrative language (story telling) abilities of a group of juvenile offenders completing community-based court orders in Melbourne, Australia. A convenience sample of 30 male young offenders was compared with 50 male non-offenders attending government high schools in the same region of Melbourne. Participants provided an audiotaped description of a six-frame cartoon (the “Flowerpot Incident”). Samples were transcribed and subjected to story grammar analysis, to examine differences between groups regarding both structural and qualitative adequacy. Young offenders produced narratives which were significantly poorer than those of controls with respect to the presence and adequacy of the seven story grammar elements described by Stein and Glenn (In R. O. Freedle (Ed.), New Directions in Discourse Processing (pp. 53-120) 1979). Findings are discussed in relation to implications for investigative and evidentiary interviewing.

An exploration of sense of community, part 3: dimensions and predictors of psychological sense of community in geographical communities

Within the discipline of community psychology there remains considerable debate as to the latent structure of psychological sense of community (PSOC). One of the few theoretical discussions is that of McMillan and Chavis (1986), who hypothesized four dimensions: Belonging; Fulfillment of Needs; Influence; and Shared Connections. Discussion has also emerged in the literature regarding the role of identification within PSOC. However few studies have empirically investigated the role of identification in PSOC. The current study explored PSOC in a sample of residents of rural, regional and urban geographical communities (N = 669). In an endeavor to clarify the underlying dimensions of PSOC, a test battery included several measures of PSOC as well as measures of identification with the community. The study also examined the role of demographic factors in predicting PSOC. Results provided support for McMillan and Chavis' (1986) four dimensions of PSOC. Further, a fifth dimension emerged, that of Conscious Identification, suggesting that identification is separate to existing dimensions of PSOC. The demographic factors significantly associated with PSOC were type of region, with rural participants displaying higher PSOC than their urban counterparts; participation in local organizations; having children; and a vision of one’s neighborhood as broader than just a street or block. These results, and the implications for PSOC research, are discussed.

Is there a Pareto Effect in top marketing journals? An exploration

Pareto’s Law refers to the theory that a small percentage of a total is responsible for a large proportion of the total outcome. It is commonly known as the 80/20 law or principle. The objective is to explore whether there is a ‘Pareto Effect’ in the distribution of crucial research and journal criteria in top marketing journals. The authors provide an exploration based upon previous research on top marketing journals. For this purpose, the Pareto Effect concept is introduced, based upon a set of research and journal criteria. The exploration of research and journal criteria in top marketing journals generated an extremely skewed outcome. When it comes to the criteria, the top journals in marketing tend to be governed by narrow concerns of research rather than broad concerns.

The greydollarfella : an endangered species or a market opportunity?

This paper identifies an ignored and endangered species: the mature male shopper, who we have named the Greydollarfella. Based on current research and interviews, we describe this fellow and attempt to differentiate him from other consumer segments. The Greydollarfella, unlike younger men, appears not to like shopping and so is often ignored by retailers or excluded from the retail environment. We argue that the Greydollarfella should be included in, not sidelined from, retail and marketing considerations. He is much wealthier and less time-poor than younger men, and deserves a retail environment that suits his preferences and consumer requirements. We present some examples of how retailers are attending (and not attending) to the Greydollarfella. We conclude that Greydollarfella is not very well understood, is undervalued, and is often marginalised by retail marketing strategies. We believe he offers great value for marketers and retailers (both niche and mass) willing to take the time to understand his psyche, product and service needs, and views on the retail experience. Finally, we call for more attention to be paid to this segment.