The brand likeability scale: an exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.

Studie till uppstartande av annonskatalog

Sten Jonsson wants to start a production of an advertising catalogue for small companies in Sweden. Acatalogue where the advertisingcost is so low that most of the companies can afford to participate. Thecompanies who will advertise should be manufacturing companies in trades of carpentry, sheet metalworkshops, forging workshops and engineering workshops.The catalogue will facilitate for the manufacturer to reach the costumer without any middleman.Without a middleman creates a possibility for an opinion about the product at the same time as theprice can be held low. A catalogue of this type would benefit the marketing of the companies at the sametime as it would generate an occasion for innovations.The possible target groups are property companies, construct companies and farmers.A market research has been carried out contained a postal interview and a phone interview. Themarket research carried out to get an understanding in what the companies think about the idea butalso to see if the companies are in interest of advertise in the catalogue. Unfortunately the marketresearch became unusable when only three of thirty companies comment the idea and two of themwanted to meet for a further visit. In relation to the market research a deeper study in market research,in which essential parts for the project, was made.A dummie has been done to show the design of the catalogue.A calculation has also been done to get an understanding in what the project would cost to start.

An analysis of the antecedents of satisfaction for superannuation fund members

The factors influencing the satisfaction of superannuation fund members are poorly understood at present, due to a paucity of research. This study looks at the relative influence that five key aspects of the offering of a mid-size Australian Superannuation Fund have on overall satisfaction. Despite the long-term nature of the product and efforts to educate members to think otherwise, short-term financial performance remains a strong influence on member satisfaction. With financial returns varying annually and to a large degree being out of the control of fund managers, the focus on this aspect as the main influence on satisfaction levels is problematic. The evidence suggests that shifting the focus of members towards longer period assessments (eg returns over the past five years) and towards aspects of the funds' offering that are points of differentiation (eg enquiry handling) is the only way to prevent large fluctuations in satisfaction levels and possible defections.

Online versus postal data collection methods: an examination of issues and a comparison of results

New communications technologies often allow new ways of conducting market research. Determining the advantages of a new data collection method over established alternatives is difficult without thorough comparative testing. Computer-mediated marketing research is one such example of a new technology that has been enthusiastically embraced by marketing organisations and those servicing them. While researchers using the Internet (Net) and World Wide Web (Web) in its early years reported benefits such as high response levels, there is little in the way of comparative evidence to support any claimed advantages. This paper reports on the outcomes of three separate studies in which members (subscribers) of various organisations have been surveyed using both postal and online (email invitation and HTML Web form) data collection methods. The conclusion here is that it would be unwise to assume that one method can be directly substituted for another and obtain the same response. Differences in both the response pattern and demographic profile of respondents between the groups are consistently noticed, such as to warrant further examination of the methods used in online marketing research, and to suggest the need for further study.

Interviewer experience, vocal skills and the recruitment of telephone survey respondents

Although telephone interviewing is the main market research method used in Australia, response rates are often low and possibly declining overall. Interviewers are the means by which respondents are recruited and it was hypothesised that their verbal skills and experience would affect response rates. Using data from four market research companies, interviewer experience was shown to be positively related to strike rate (interviews per hour). Apart from having a discernible accent which dampened strike rates and increased refusals, other verbal characteristics had only a weak effect on response rates.

Examining integrated advertising and sponsorship in corporate marketing through televised sport

To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.

Managing contactability in telephone surveys

The Australian market research industry relies on telephone interviewing as one of its major data collection methods. Through Its LIST initiative, the industry has committed to best practice In research methods in order to address various concerns, especially the decline in response rates for telephone interviews. Response rates are determined by the co-operation of eligible respondents and their degree of contactabllity. The reported study is concerned with the way the industry attempts to manage contactabiIity. A study of fieldwork managers responSible for over 75% of all phone interviews in Australia revealed a limited use of contact enhancing strategies such as longer fieldwork periods and more callbacks. Commercial imperatives for timely surveys and a lack of end-user concern for response rate issues, along with cost issues, were believed to be responsible.

Building audiences for Indigenous theatre : a case study of Kooemba Jdarra

This paper uses audience research data to examine the positioning of Indigenous theatre in the Australian theatre environment. Kooemba Jdarra is an Aboriginal theatre company in Brisbane, Australia, with a distinguished history of developing Aboriginal artists, writers and directors. However, it has struggled to maintain its positioning because of the perceived risks of participation by audiences who prefer to see Indigenous theatre within the program of the mainstream state theatre company. The paper concludes with strategies for decreasing risk for audiences and for greater advocacy by the company in positioning itself in the mainstream Australia theatre environment.

Response rates in telephone surveys: managing contactability

Telephone interviewing is the major data collection method for the market research industry. Although social trends such as mobile phones and call screening make it harder to contact people, better technology and contact regimes can assist companies to ameliorate the situation. A study of fieldwork managers responsible for over 75% of all phone interviews in Australia revealed limited use of contact enhancing strategies such as longer survey periods and more callbacks. Commercial imperatives for timely surveys and a lack of end-user concern for response rate issues, along with costs concerns, were believed to be responsible.

Motivations for developing direct trade relationships

Purpose – This study aims to understand buyer and supplier motives for developing direct relationships with their trade partners.

Design/methodology/approach – A total of 18 in-depth interviews were conducted across Victoria and Tasmania (Australia); eight with retail buyers and ten with fresh produce suppliers. Both parties were involved in a direct relationship with their trade partner.

Findings – The research reveals a large variety of motivations that influence buyers and suppliers when deciding whether to operate in a direct or non-direct relationship with their trade partner. Motivations for both parties are remarkably similar, with buyers and suppliers ultimately attempting to minimise the inherent risk associated with operating in a volatile environment.

Research limitations/implications – The study may be limited by the fact that buyers and suppliers of different commodities were included in the study. In addition, the varied nature of the respondents' role may have impacted their judgment. The inability to interview dyads in all cases also limits the research.

Practical implications – This research has implications for both researchers and practitioners already involved in, or considering becoming involved in, a direct trade relationship. Clarification of motivations for bypassing intermediaries shows how both trade partners can minimise external risk and strengthen competitive advantage by assuming a direct relationship.

Originality/value – Extant research within this literary field is largely quantitatively based with researchers focusing on distinct relationship constructs, the definition of relationship marketing and the process of relationship development. In response to these limitations, this research adopted a qualitative approach in examining the core motivations for developing a direct trade relationship within the fresh produce industry.

Community attitudes towards the early detection of cancer in Victoria, Australia

Objectives: To describe people's attitudes towards early detection of cancer.

Methods: We conducted a telephone survey of Victorian adults aged 18+ years, during April-May 2005, using a market research company.

Results: 1,502 (41%) people participated; 80% of respondents believed that detecting cancer early meant that treatment saved lives most of the time or always; 88% believed finding cancer early enabled more effective treatment most of the time or always; and 70% indicated they would want to be tested for a cancer even if no treatment were available.  Two-thirds or more of adults considered survival would be very much improved by early detection for breast, melanoma and prostate cancers; 49% for bowel cancer, and 30% for lung cancer.

Conclusions and Implications : Community support for the early detection of cancer was evident even in the absence of effective treatment.  There was a lower perceived survival benefit for the early diagnosis of bowel cancer or melanoma.  An education campaign is required that focuses on the gains associated with early detection and benefits of screening for bowel cancer.

'I mean, you want to be there for them': young Australian professionals negotiating careers in a gendered world

Popular opinion suggests young Australians are no longer interested in families and/or careers. This longitudinal study of Australian university graduates reports early findings about career orientations, associated long working hours and the work/family nexus. Most participants seem to be what Hakim (2000) regards as 'adaptive' in terms of work and family preferences. It appears more that they are pursuing fulfilling careers while negotiating new and traditional expectations of gender and family. Most seek equalitarian partnerships of shared care-giving and meaningful careers for both partners, with children typically part of their life goals.

A situational model development in hospitality retailing : the case of Irish pubs

Although importance of situational influences on consumer behaviour has been recognised for some time, little research has been conducted into their effects on hospitality retailing. Over the past decade the Irish theme pub sector has enjoyed extensive growth, which recent studies attribute to the situational components inherent within the environment. This study identities and evaluates the situational components that influence consumers within Irish theme pubs and gauges impact of each of the dimensions of an established situational model on customer behaviour using gender and age cohorts. A three phase, mixed method research design was used and respondents were selected from six Irish theme pubs in Melbourne. The study found that both physical and social situational components have a significant influence in attracting, serving and satisfying the needs of consumers.