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Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1027086
Description: Word-of-mouth marketing agencies typically report campaign results in terms of the numbers of people receiving the brand message from campaign participants. These reports say nothing about the types o ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1059357
Description: This study investigates Chinese luxury fashion buyers, the world’s largest spenders on luxury, and how they make their purchase decisions, using 32 in-depth interviews with experienced buyers. The dat ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1059350
Description: For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focuse ... More
Reviewed: Reviewed
Authors: Gray, David
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/276984
Description: This article investigates the influence of workforce insecurity and market performance on consumer finance in Australia. Integrating past research we develop a framework which can be used to examine t ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/262549
Description: This research adapts appropriate sections of the Authenticity Inventory from the psychology literature to develop a scale to measure consumer perceptions of celebrity brand authenticity. The results s ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277475
Description: One of the most important marketing activities a firm engages in involves product innovation. An increasingly popular approach to product innovation, used by a variety of firms including P&G, Coca Col ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/276965
Description: This paper sought to assess how internal market orientation (IMO) can be used to improve employee public service motivation (PSM) and performance for academic staff at Australian universities with a v ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277458
Description: This research explores the effects of athletes' doping behaviour on brand image in Australian sport. It aims to determine the effects of athletes’ doping behaviour on the brand of an athlete endorser ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/276951
Description: In this study, cross-case analysis of the employer brands at four firms is undertaken to examine, empirically, how employer branding processes interact with anticipated and actual employment experienc ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277542
Description: Traditional measures of customer loyalty have been criticized for being too one dimensional in nature. A more dynamic concept through which to understand the nature of the customer-brand relationship ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277524
Description: We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why th ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277531
Description: Customer Engagement, or CE, and Customer Disengagement, or CD, are emerging concepts within marketing literature and have yet to be explored within a local government sector. This study used focus gro ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/262537
Description: This research aims to discover insights and blind spots relating to the appeal of food pictures. Thematic analyses of in-depth creative and consumer interviews enable the authors to propose ten key pi ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203564
Description: This study examines the effect of irrelevant information presented in advertisements by a celebrity co-branding partner on consumer judgments of a celebrity brand. Three experimental conditions manipu ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203875
Description: This paper investigates whether Informative, Entertaining and Interactive (i.e. IEI) content on a Facebook brand page or seeing people of similar age on the same page (i.e. homophily) will cause a per ... More
Reviewed: Reviewed