Business Press / Industry publications
"Sibling
Rivalry: When Companies Offer Discounts, They too often
Ignore the Impact on Other products They Sell". MIT/Sloan
Management Review:
http://sloanreview.mit.edu/executive-adviser/articles/2009/3/5137/sibling-rivalry-when-companies-offer-discounts-they-too-often-ignore-the-impact-on-other-products-they-sell/
"You Need More
Customers" Marketing Research / Marketing Insights. 2009.
Reports
for Government
"Pricing
Practices: their Effects on Consumer Behaviour and
Welfare" Prepared
for the Office of Fair Trading, UK.
In conjunction with
Gorkan Ahmetoglou, Simon Fried, and Adrian Furnham.
http://www.oft.gov.uk/OFTwork/markets-work/current/advertising-prices
Teaching
cases
"Salty
Snacks - an Excel Based exercise in understanding market
structure". Ivey Publishing, Richard Ivey School of
Business.
http://cases.ivey.uwo.ca/Cases/Pages/home.aspx?Mode=showproduct&prod=9B10A015
Refereed
Journal Articles
"Competition for
memory retrieval between private label and national
brands". Forthcoming in Journal of Business Research 2010.
With Magda Nenyzc-Thiel, Jenni Romaniuk and Byron Sharp.
Click for Abstract
"Consideration
Sets for Financial Services Brands" Journal of Financial
Services Marketing, Vol 14, 3, December 2009. With Kerry
Mundt and Byron Sharp. Click for
Abstract
"Brand Loyalty
in the UK Sportswear Market" International Journal of
Market Research, Vol 51, 2, 2009. Click
for Abstract
"Do Product
Variants Appeal to Different Segments of Buyers within a
Category ?" Journal of Product and Brand Management, Vol
18, 2, 2009. With Giang Trinh and Larry Lockshin.
"Generalized
Pattern of Competition Across Tourist Destinations"
International Journal of Culture, Tourism and Hospitality
Research, 2009. With Jenni Romaniuk and Annabel Mansfield.
Click for Abstract
"The Effect of
Service price Increases on Customer Retention: The
Moderating Role of Customer Tenure and Relationship
Breadth". Journal of Service Research, Vol. 11, 3
2009. Note
that
due to some issues with copy-editing there are
typographical errors relating to the price elasticity
estimates. The correct price elasticity estimates are -0.3
and -0.4, not -.03 and -0.4 as shown in a couple of places
in the paper. Also on p. 237 there is a
figure of 0.03% pertaining to the change in the lapsing
rate, this is meant to be 0.3%, again due to requested
changes to the penultimate proof being made incorrectly by
the publisher. Click for Abstract
"Do data
characteristics change according to the number of scale
points used ? An experiment using 5 point, 7 point and 10
point scales". International Journal of Market Research,
Vol. 50, 1, 2008. Click for Abstract
"Regularities in
Buyer Behaviour and Brand Performance - the Case of
Australian Beer". Journal of Brand Management, Vol 15, 3,
2008.
"Can A Brand outperform
competitors on cross-category loyalty ? An examination of
of cross-selling metrics in two financial services
markets". Journal of Consumer Marketing Vol 23, 7, 2006.
With Kerry Mundt and Byron Sharp.
“Interpretation of Brand
Penetration Figures that are reported by sub-groups”
Journal of Targeting, Measurement and Analysis for
Marketing Vol 14, 2, 2006.
“Recall of
Radio Advertising in low and high advertising clutter
formats” International Journal of Advertising Vol 25,
1, 2006. With Erica Riebe.
“Loyalty
to Price Tiers in Purchases of Bottled Wine” Journal
of Product and Brand Management Vol 14, 1, 2005. With Jenni
Romaniuk.
“The
Effects of a Massively Successful Promotion on Brand,
Competitor and Category Sales”. Journal of Product
and Brand Management Vol 13, 5, 2004.
“Price
changes and defection levels in a subscription-type market:
can an estimation model really predict defection levels
?” Journal of Services Marketing Vol 18 No. 1 2004.
“Interviewer Evaluations
of Interview Quality”. Australasian Journal of Market
Research, Vol 10, 2 2002. Click here for
fulltext.
“A
Marketing Economy of Scale – Big Brands Lose Less of
their Customer Base”. Marketing Bulletin, Vol 13
2002.
With Erica Riebe, Byron Sharp and Nick Danenberg.
“The
Impact of Different Scale Anchors on Responses to the
Verbal Probability Scale”. Canadian Journal of
Marketing Research, Vol 20, No. 1 2002. With Erica
Riebe. Click here for
fulltext.
“Further
Evidence on the Predictive Accuracy of the Verbal
Probability Scale: The case of Household Bill Payments in
Australia”. Journal of Financial Services Marketing,
March 2002.
“Five
Point vs Eleven Point Scales – Does it Make a
Difference to Data Characteristics?” Australasian
Journal of Market Research, January 2002.
Click here for
fulltext.
“What is
Differentiation and How Does it Work” Journal of
Marketing Management, October 2001. With Byron Sharp.
“Do
SERVQUAL dimensions emerge from Mystery Shopping data ? A
Test of Convergent Validity” Canadian Journal of
Program Evaluation, Vol 16 No 2 2001. With Michelle
Lowndes. Click here for
fulltext.
"The Effect of
Mentioning a Scale Mid-point While Administering a Customer
Satisfaction Questionnaire Via Telephone" Australasian
Journal of Market Research, January, Vol 9 No. 1
2001. Click here for
fulltext.
"Market
Orientation and Company Profitability: Further Evidence
Incorporating Longitudinal Data". Australian Journal of
Management, Vol 25 No. 2, 2000.
"The Reliability
and Validity of Objective Measures of Customer Service:
Mystery Shopping" Australasian Journal of Market Research
2000 January, Vol 8 No. 1. With Byron Sharp.
Click here for fulltext.
"The Impact of
Question Wording Reversal on Probabilistic Estimates of
Defection/Loyalty for a Subscription Product"
Marketing Bulletin, Vol 11
2000.
“The
Relationship between Subjective and Objective Company
Performance Measures in Market Orientation Research:
Further Empirical Evidence”, Marketing Bulletin Vol. 10 1999
.
“Case
Study - Doing a Market Assessment for an Unfamiliar
Product”, Journal of Marketing Practice: Applied
Marketing Science, 1998, 4, (No. 8) pp. 221-230.
“Independent Empirical
Support for Porter’s Generic Marketing Strategies? A
Re-analysis using Correspondence Analysis”,
Journal of Empirical Generalisations in
Marketing Science 1996, 1, pp. 36-53. With
Byron Sharp.
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Refereed
Conference Papers
Identifying
Brand-Pack Size Cannibalization arising from Temporary
Price Promotions.
Australian & New Zealand Marketing Academy Conference,
Monash University, Melbourne 2009. * won best paper in
track.
Is
Brand Loyalty Declining ? A replication and extension of
Dekimpe et al (1998). Australian & New Zealand
Marketing Academy Conference, University of Western Sydney,
Sydney 2008.
Are
Long-Tenure Customers Less Price Sensitive ?
Australian &
New Zealand Marketing Academy Conference, University of
Otago, Dunedin 2007. * won best paper in
track
The
Structure of Switching: An Examination Across Brands and
Brand Variants. Australian & New Zealand
Marketing Academy Conference, University of Otago, Dunedin
2007.
Deviations
from Double Jeopardy: how many private label and high-share
brands exhibit excess loyalty ? Australian & New Zealand
Marketing Academy Conference, University of Otago, Dunedin
2007.
Segmentation
for Private Label and National Brands – an
examination of “within demographic market
share”. Australian & New Zealand
Marketing Academy Conference, Queensland University of
Technology, Brisbane 2006. With Rui Hua (Susan) Huang.
Double
Jeopardy Deviations for small and medium share brands
– how frequent and how persistent ?
Australian &
New Zealand Marketing Academy Conference, Queensland
University of Technology, Brisbane 2006. With Vipul Pare.
An
experiment gauging affective responses to hypothetical
price changes – extending ‘prospect
theory’. Australian & New Zealand
Marketing Academy Conference, Queensland University of
Technology, Brisbane 2006.
Evaluation
Sets in Financial Services. Australian & New Zealand
Marketing Academy Conference, University of South
Australia, Adelaide 2004. With Kerry Mundt & Byron
Sharp.
Using
the Juster Scale to examine reference price effects, using
a new environmentally-friendly consumer product as a test
case.
Australian & New Zealand Marketing Academy Conference,
University of South Australia, Adelaide 2004. With Erica
Riebe.
Cannibalisation
arising from price promotions Wine Colloquium 2003, Wine
Marketing Research Centre, University of South Australia
Adelaide 2003.
Responses
to Scale Categories follow a ‘Double Jeopardy’
pattern. Australian & New Zealand
Marketing Academy Conference. Deakin University, Melbourne
2002
The
Effects of a Big Price Promotion on Brand, Competitor and
Category Sales. Australian & New Zealand
Marketing Academy Conference. Deakin University, Melbourne
2002
The
Effect of Ad Clutter on Recall Australian & New Zealand
Marketing Academy Conference. Deakin University, Melbourne
2002. With Erica Riebe and Byron Sharp.
Comparing
Data Gathered Using 5 point versus 11 Point
Scales. Australian & New Zealand
Marketing Academy Conference. Massey University, Albany NZ
2001.
A
Marketing Economy of Scale – Big
Brands Lose Less of Their Customer Base Than Small
Brands. Australian & New Zealand
Marketing Academy Conference. Massey University, Albany NZ
2001.
"Drivers"
of Service Quality: The Effects of Level and
Variance (substantially updated from
1999 paper) European Marketing Academy Conference, Norway
2001. With Narelle Page.
Further
Evidence on the Predictive Accuracy of the Verbal
Probability Scale: The Case of Household Bill
Payments Australian & New Zealand
Marketing Academy 2000 School of Marketing and management,
Griffith University, Qld. With Erica Riebe and Amelia
Giannopoulos.
The
Impact of Different Scale Anchors on Responses to the
Verbal Probability Scale. Australian & New Zealand
Marketing Academy 2000 School of Marketing and Management,
Griffith University, Qld
"Drivers"
of Service Quality: The Effects of Level and
Variance. Australian & New Zealand
Marketing Academy 1999 School of Marketing, University of
New South Wales Sydney (ed.) J. Cadeaux.
Market
Orientation vs Other Business Approaches, and Their
Relationship to Profitability. Australian and New Zealand
Marketing Academy Conference 1998, Dunedin, New Zealand,
571-586.
Business
Orientation Scales: Development and Psychometric
Assessment. 27th European Marketing
Academy Conference 1998, Stockholm, pp. 461-478. With
Margaret Faulkner and Byron Sharp.
Are
Some Aspects of Service Quality Assessment More Subjective
Than Others? Australian and New Zealand
Marketing Academy Conference 1998, Dunedin, New Zealand,
pp. 545-557. With Michelle Lowndes and Erica Riebe.
The
Reliability & Validity of Objective Measures of
Customer Service. Australian and New Zealand
Marketing Academy Conference 1998, Dunedin, New Zealand,
pp. 558-570. With Byron Sharp.
An
Empirical Investigation of the Relationship Between Three
Types of Loyalty. Australian and New Zealand
Marketing Academy Conference 1998 Dunedin, New Zealand,
2243-2253. With Byron Sharp and Sharyn Rundle-Thiele.
Undertaking
a Market Assessment for an Unfamiliar Product - A Case
Study.
Australian and New Zealand Marketing Educators Conference
1997, Melbourne, pp. 1158-1166.
Developing
Business Orientation Scales. Australian and New Zealand
Marketing Educators Conference 1997, Melbourne, pp.
985-998. With Byron Sharp and Margaret Faulkner.
Three
Conceptualisations of Loyalty. Australian and New Zealand
Marketing Educators Conference 1997, Melbourne, pp.
1283-1293. With Byron Sharp and Sharyn Rundle-Thiele.
Measuring
Differentiation. Australian and New Zealand
Marketing Educators Conference 1996, Auckland, NZ, pp.
837-846. With Byron Sharp.
What
is Differentiation and How Does it
Work?
Australian and New Zealand Marketing Educators Conference
1996, Auckland, NZ pp. 822-836. With Byron Sharp
Toward
a Business Orientation Typology. Southern Marketing - Theory
and Applications, proceedings of the Australian Marketing
Educators' Conference 1996 Adelaide, pp. 521-545. With
Byron Sharp.
A
Small Empirical Study of Business Orientations and the
Performance of Firms. Southern Marketing - Theory
and Applications, proceedings of the Australian Marketing
Educators' Conference, 1996, Adelaide, 546-565.
Generic
Marketing Strategies: A Correspondence Analysis of Hooley
Et Als' (1992) Findings. Academy of Marketing Science
World Marketing Congress, 1995 Melbourne, pp. 61-72. With
Byron Sharp.
A
Review of Strategy Typologies. Southern Marketing: Theory
and Applications - Australian Marketing Educator's
Conference Adelaide, 1994, pp. 547-566. With Byron Sharp.
Does
Competitive Strategy Demand
Differentiation? A Review of the Deficiencies
of Porter's Competitive Strategy Typology. ANZAM
Conference, 1994, Wellington, New Zealand. With Byron
Sharp.
Non-refereed papers click
here
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Back to Top
Abstract for "Do data
characteristics change according to the number of scale
points used ? An experiment using 5 point, 7 point and
10 point scales"
This
study examined how using Likert-type scales with either
5-point, 7-point or 10-point format affects the resultant
data in terms of mean scores, and measures of dispersion
and shape. Three groups of respondents were administered a
series of eight questions (group n’s = 300, 250,
185). Respondents were randomly selected members of the
general public. A different scale format was administered
to each group. The 5- and 7-point scales were re-scaled to
a comparable mean score out of ten. The study found that
the 5- and 7-point scales produced the same mean score as
each other, once they were re-scaled. However, the 10-point
format tended to produce slightly lower relative means than
either the 5- or 7-point scales (after the latter were
re-scaled). The overall mean score of the eight questions
was 0.3 scale points lower for the 10-point format compared
to the re-scaled 5- and 7-point formats. This difference
was statistically significant at p=0.04. In terms of the
other data characteristics, there was very little
difference among the scale formats in terms of variation
about the mean, skewness or kurtosis. This study is
‘good news’ for research departments or
agencies who ponder whether changing scale format will
destroy the comparability of historical data. Five and
seven-point scales can easily be re-scaled with the
resultant data being quite comparable. In the case of
comparing 5- or 7-point data to 10-point data, a
straightforward re-scaling and arithmetic adjustment easily
facilitates the comparison. The study suggests that
indicators of customer sentiment – such as
satisfaction surveys – may be partially dependent on
the choice of scale format. A 5- or 7-point scale is likely
to produce slightly higher mean scores relative to the
highest possible attainable score, compared to that
produced from a 10-point scale.
_____________________________________________________________________
Abstract for "The Effect
of Service Price Increases on Customer Retention: The
Moderating Role of Customer Tenure and Relationship
Breadth"
This study examines the impact of actual price
increases on customer retention in a services context, and
how the effect of a price increase is moderated by both
tenure and breadth of the customer’s relationship.
The study finds that tenure is associated with lowered
customer sensitivity to price increases, as well as having
a favourable direct effect on customer retention rates. The
study also finds that that relationship breadth can
exacerbate the adverse effect of price increases on
customer retention. Finally, relationship breadth is found
to have a favourable direct effect on retention rates only
among newer customers. The managerial implication is that
marketers must pay extra attention to short-tenure and
broad-breadth customers when implementing price increases.
The study represents a unique contribution to the services
marketing literature, which to date reports little research
examining the effect of actual price changes on consumer
behaviour.
Keywords: price increases, customer retention, loyalty, relationship, tenure.
Abstract for "Generalized
Pattern in Competition among Tourism
Destinations"
Abstract:
Purpose –
The purpose of this paper is to examine competition
between tourism destination brands in terms of how they
share travelers with each other.
Design/methodology/approach –
The study analyzes survey data from four international
markets (USA, UK, Japan and Singapore). The study examines
the cross-purchasing of travel destinations. It applies an
established empirical generalization, the duplication of
purchase law (DPL) to frame hypotheses and contextualize
results.
Findings –
The overall results are consistent with the DPL.
Destination brands share tourists with other destinations
generally in-line with the popularity of the competing
destination. However, there are very noticeable market
partitions, most of which take two forms:
destinations that are either geographically close to each
other, or close to the point of origin. Destination brands
in these partitions share travelers far more than they
would be expected to, given their respective size.
Practical implications –
Tourism marketers need to appreciate the broad
nature of competition. A specific destination brand
competes
with many other travel destinations, sharing customers more
with other
broadly popular destinations and less with less popular
destinations.
Originality/value –
The analytical approach presented in this study provides
a straightforward benchmark for assessing the expected
level of
competition between particular tourist destinations, given
their
respective overall popularity.
Abstract for "Brand
Loyalty in the UK Sportswear Market"
This
study investigates brand loyalty and other brand
performance metrics in the UK sportswear market. It
utilises consumer purchase data kindly provided by
Taylor Nelson Sofres. The study finds that empirical
regularities discovered by Andrew Ehrenberg and
colleagues apply to sportswear brands - including iconic
brands such as Nike and Adidas. The main findings are
that (1) sportswear brands enjoy polygamous loyalty from
their buyers; (2) the market exhibits the classic double
jeopardy pattern whereby smaller brands have slightly
lower loyalty; (3) consumers switch between sports
brands approximately in-line with their market share;
and (4) a brand’s performance with respect to any
demographic-based consumer sub-group is approximately
the same as it is in the population generally. That is,
sportswear brands tend not to have markedly different
appeal to particular demographic segments. Therefore,
even iconic brands and self-expressive, emblematic
product categories show predictable patterns in brand
performance. These well-documented empirical patterns
should be used by research providers and brand managers
to contextualise brand performance.
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Abstract for "Consideration
Sets for Financial Services Brands"
This
study examines the extent of consumer information search
and consideration of financial services brands. It uses
data from two surveys of purchasing behaviour. The study
finds a surprisingly low level of consumer consideration,
either by personal enquiry or via the internet. The most
common consideration set comprised only one brand, and this
was the case for both high value and low value services.
The managerial implication is that services marketers
should make brand salience a top priority, with the
competitiveness of their offer not being the primary driver
of sales. If a financial services brand is salient to a
consumer, there is a very high chance they will purchase
that brand, without extensive comparison of the merits of
alternatives.
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to Top
Abstract for "Competition
for memory retrieval between private label and national
brands"
Perceptions
of private label brands (PLBs) reside in consumer memory
along with national brands (NBs). When a consumer engages
in a choice situation, both PLBs and NBs rely on links to
retrieval cues in consumer memory to give them a chance of
purchase. This study examines the underlying competition
between NBs and PLBs across different retrieval cues. The
findings show that PLBs link to the same attributes as NBs
and so compete with NBs for retrieval. However, while any
brand typically competes most with the brands more commonly
associated with any specific cue, the study finds evidence
of PLB sub-categorization. That is, if a consumer elicits
one PLB for a certain cue, he/she has four times the
propensity to elicit other PLBs than elicit a NB for that
same cue. This heightened propensity suggests that when a
consumer learns that one PLB has a particular quality, the
consumer generalizes that quality to other PLBs. Therefore,
retailers should realize that the image of competitor
retailers' PLBs affects the image of their own PLBs.
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Top
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