Purpose – Several trends such as improved access to health care information via the internet, the growth of self‐help groups and expenditure on alternative medicine signals consumers are taking an active role in their own health management. Chronic illnesses such as diabetes and asthma...

Purpose – The purpose of this paper is to adapt the market performance indicator (MPI), used by the European Commission to evaluate market conditions, over time, to show that the MPI explains actual switching behavior better than stated intent and satisfaction. While research on service...

Purpose This paper aims to inform social responsibility and social policy by describing the brand strategy of Australia’s largest tobacco manufacturer, British American Tobacco Australia (BATA), the year following the introduction of plain packaging and other regulation. Tobacco controls are a...

A methodology for segmenting the Australian wine market on a behavioural basis is proposed and illustrated. The initial segmentation is accomplished by using estimated conjoint part‐worths for the attributes of price, variety, area and vintage as criteria in a cluster analysis. A multinominal...

Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility...

Purpose – The study aims to extend knowledge of practitioner beliefs amongst advertising agency creatives across three countries – Australia, New Zealand and Malaysia – regarding factors that impact advertising creative excellence in the advertising agency. The study also seeks to address...

Purpose – The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate...

Purpose – The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach – A 2×2 between‐subjects experimental design was used...

Purpose – This research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By reviewing the effectiveness of these strategies, this research looks to extend the research on marketing...

A recently developed technique (Hierarchical Information Integration – HII) for analysing multi‐attribute judgement problems is discussed and its use in banking illustrated. A description is included of an Australian survey in which HII is applied to the potential demand for network banking,...