The orientation of Australian coursework-focussed marketing masters degree

Using content analysis, this paper examines the orientation of Australian coursework masters degrees in marketing by analysing data collected from 38 university websites on the entry requirements, degree structure and research opportunities of the programs. The findings indicate that there appears to be an attempt to offer programs aiming at a range of “outcomes”, i.e. training for PhD, advanced studies in marketing, or accreditation for those in the industry. The diverse orientation of the degrees offered means that Australian institutions are potentially facing a challenge, targeting programs at different market segments.

The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study

As part of a broader study of the relationship between traditional and online marketing mix elements and organisational performance, the study reported in this paper utilised structural equation modelling to examine the relationship between market orientation and organisational performance. The study found that there was an insignificant relationship between market orientation and organisational performance, thereby lending support to studies conducted in the UK, Ghana, and the US (since the studies in the US by Narver and Slater (1990)), which found that there may be a contextual nature to the relationship between the two constructs. The study, therefore, does not support Pulendran et al. (2000).

The MORTN market orientation instrument - an empirical analysis

This paper focuses on Deshpande and Farley's (1998) MORTN market orientation instrument. Specifically, the paper investigates empirically the factor structure and reliability of the supposedly unidimensional instrument. When the MORTN instrument was tested utilising Australian organisations, a two-dimensional factor structure was found to fit the data more acceptably then the unidimensional structure proposed by Deshpande and Farley. These dimensions may be characterised as being Customer/Market Intelligence (Dimension One) and Customer Service (Dimension Two).

Loyalty program attributes and their influence on retail customer satisfaction

This paper empirically examines the extent to which loyalty program attributes explain variations in satisfaction with the retail offer. Two dimensions of loyalty program attributes are introduced including hard attributes and soft attributes. Store satisfaction is examined in terms of the elements of the retail offer. The results suggest that emphasis on hard and soft attributes enhance customer satisfaction with a retailers’ merchandise, trading format, customer service and customer communication. Additionally, hard attributes have a more significant influence than soft attributes on satisfaction with all elements of the retail offer excluding merchandise.

Developing the task and ego orientation at work questionnaire

Although widely researched in education and sport, little research examines employee achievement goal orientations in a work context. This article provides validity and reliability evidence for the Task and Ego Orientation at Work Questionnaire (TEOWQ) from a study of378 employees representing from eight different occupational categories. Confirmatory factor analyses indicate that are-specified model comprising two ego ("Being the best" and "being better than others") and two task sub-factors ("Learning" and "Effort") fit the data better than the original two-factor model. Temporal stationarity and stability of the constructs over time receive support. As hypothesized, task and task-effort orientations relate positively with persistence while ego orientation does not. The TEOWQ appears to be a valid and reliable instrument of achievement orientation in a work setting.

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.

Antecedents of brand credibility under asymmetrical information

This study focuses on the antecedents of brand credibility and validates part of the model presented by Erdem and Swait (1998). Following the signalling literature, we argue that under asymmetrical information, the importance of brand credibility stems from the capability of brands to inform consumers who are uncertain about product attributes. Indeed, firms may use brands to notify consumers about product positions and to assure that their product claims are credible. Using information economics as theoretical background, the proposed perspective determines how credibility is shaped. Data was collected across a number of consumers in Australia via a self-report survey and a structural equation model (SEM) was estimated. The results provide empirical evidence and support the work of Erdem and Swait (1998).

Explaining retail offer adaptation through psychic distance

Purpose – The purpose of this study is to examine empirically the relationship between psychic distance and adaptation of the retail offer across a range of countries.

Design/methodology/approach – Data were collected using a mail survey of randomly selected non-food retailers that operated stores in at least three foreign countries.

Findings – Findings of this study suggest that a substantial proportion of retail offer adaptation is explained by psychic distance. In particular, differences in market structure, business practices and language between the home and foreign market significantly increase the extent to which retailers adapt their offer.

Research limitations/implications – The research findings may be limited in terms of their generalisability across retail sectors, as the study focused on non-food retailers only.

Practical implications – These results have implications for researchers and managers in suggesting that we need to go beyond consumer behaviour differences to explain fully the degree to which international firms standardise or adapt their strategies in foreign markets.

Originality/value – Much of the existing research into standardisation and adaptation is limited in terms of geographic scope and a focus on the marketing strategies of manufacturing and export firms. Thus, this paper addresses a substantial gap in existing research by empirically examining the relationship between psychic distance and adaptation in a retail context and across a range of countries.

Clinical usefulness and feasibility of using Reality Orientation with patients who have dementia in acute care settings

Reality Orientation (RO) was developed as a strategy to assist people with dementia to improve their orientation and everyday function. Although its efficacy has been extensively studied in long-term care facilities, its effectiveness has rarely been examined in acute care settings. The aim of this review was to examine the studies cited in systematic reviews of RO to determine the potential clinical usefulness and the feasibility of using RO in acute care settings. Based on this information, the authors make recommendations for future research in this area. The feasibility of implementing RO in acute care poses challenges because of the short time a patient is in hospital and their ability to participate given their acute medical condition. Although the efficacy and feasibility of using RO in acute care settings have not been sufficiently examined, its potential to improve care should not be ignored. A comprehensive and rigorous study is necessary to investigate the usefulness of RO in the acute care setting and to help establish clinical guidelines for dementia care in the context of acute care nursing.

The composition of brand knowledge across product categories

This research reported in this paper tested the composition of the brand knowledge construct across three product categories. The brand knowledge construct was tested for a fast-moving consumer good (fmcg), a service, and a durable good. A quasi-experimental method was utilised, with the order of recall manipulated. Respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge. This exercise was repeated for each product category. A usable sample of 270 responses was gained. Analysis of the data found that respondents utilised different components of the knowledge construct depending on the product category being recalled. In addition, the order of recall (fmcg or durable first) affected the recall performance for later categories. Recall performance was highest for the durable category, which indicated that respondents may have been delving into different memory stores, and accessing long-term memory for durable good recall. This paper makes a contribution to the field of branding by providing a test of the knowledge structure across three product categories, and indicating the components that contribute to knowledge for each category. These findings have implications for advertising design, and the formation of links to brands in memory by advertisers, for use in later recall episodes.

Localization with orientation using RSSI measurements: RF map based approach

Localization of RFIDs in the indoor environment will entail determining both the position and the orientation of the user. This paper develops estimator using RSSI measurements to predict the position and orientation of a transmitter in an indoor environment. The best estimator tried was an K-nearest neighbours model that gave an accuracy of approximately 83% for position prediction and 93% for orientation prediction. It was also found that the RSSI values change throughout the day, meaning that an adaptive estimator is necessary for localization.

Do retail option traders know better about market volatility?

This paper examines the informational content and predictive power of implied volatility over different forecasting horizons in a sample of European covered warrants traded in the Hong Kong and Singapore markets. The empirical results show that time-series-based volatility forecasts outperform implied volatility forecast as a predictor of future volatility. The finding also suggests that implied volatility is biased and informationally inefficient. The results are attributable to the fact in Hong Kong and Singapore the covered warrants markets are dominated by retail investors, who tend to use covered warrants' leverage to speculate on the price movements of the underlying rather than to express their view on volatility.

Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective

This paper aims to contribute to current leisure services and branding literature by conceptualising the relationship between brand identity, brand image and whether a congruent relationship between the two influences customer satisfaction and loyalty. A conceptual model is developed in the context of zoological operations, central constructs and subsequent research propositions are discussed.