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An Examination of Integrated Marketing Communications in the Business to Business Environment: The Case of the Tasmanian Light Ship Cluster

Wickham, MD; Hall, LE - 2006

Changes in global marketplace dynamics necessitate that marketing communications strategies be more effective and efficient if a firm's message is to influence purchase decisions. The basic premise of the integrated marketing communications (IMC) approach is that, through the coordination of...

Persistent link: https://www.econbiz.de/10009484392

Understanding service firms brand value creation: a multilevel perspective including the overarching role of service brand marketing capability

Sok, P; O'Cass, AG - 2011

Purpose This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and therole of brand marketing.Design/methodology/approach The authors first develop a model of SBVC and simultaneously investigate SBVC from the firm...

Persistent link: https://www.econbiz.de/10009484393

Managing web site performance taking account of the contingency role of branding in multi-channel retailing

Carlson, J; O'Cass, AG - 2011

.Findings The findings shed light on the importance of cross-channel service brand management together with managing critical web …

Persistent link: https://www.econbiz.de/10009484394

Developing a framework for understanding e-service quality, its antecedents, consequences, and mediators

Carlson, J; O'Cass, AG - 2011

Purpose This research seeks to extend the work of Dabholkar et al. into the e-retail domain toassess alternate theoretical frameworks of e-service quality. Particular focus is placed on e-servicequality and whether elements of e-service quality should be viewed by dimensions, as antecedents to...

Persistent link: https://www.econbiz.de/10009484395

The relationship between business orientations and brand performance

Ngo, L; O'Cass, AG - 2011

Purpose The purpose of this paper is to adopt a customer-centric value creation perspective to provideinsights into the contribution of business orientations, especially marketing orientation and innovationorientation to the creation of customer-centric value (customer equity and brand...

Persistent link: https://www.econbiz.de/10009484396

Achieving customer satisfaction in services firms via branding capability and customer empowerment

O'Cass, AG; Ngo, L - 2011

Purpose The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding andcustomer empowerment capabilities) enable firms to achieve superiority in customer satisfaction.Design/methodology/approach To achieve this goal, a...

Persistent link: https://www.econbiz.de/10009484397

Creating commercially compelling website-service encounters: an examination of the effect of website-service interface performance components on flow experiences

Carlson, J; O'Cass, AG - 2011

While the study of flow has attracted the interestof scholars seeking to understand its nature and effects onconsumption related behaviors, it has received limitedattention from Internet researchers seeking to understandfactors controllable by firms which influence its formation.This study...

Persistent link: https://www.econbiz.de/10009484398

A "ruggedised" method for measuring entrepreneurial activity in developing countries

Frederick, Howard - 2010

In July 2009, a team of 38 researchers carried out the Global Entrepreneurship Monitor (GEM) survey in the Kingdom of …

Persistent link: https://www.econbiz.de/10009483783

New Zealand's perfect storm of entrepreneurship and economic development

Frederick, Howard; Monsen, Erik - 2011

Applying a grounded-theory approach to analyzing the Global Entrepreneurship Monitor (GEM) data, we attempt to explain … why New Zealand exhibits only a moderate level of economic development despite its high level of entrepreneurship. By … curvilinear relationship between entrepreneurship and economic development, we develop a better understanding of the …

Persistent link: https://www.econbiz.de/10009483886

Measuring entrepreneurial activity in low-teledensity countries

Frederick, Howard; Haslett, Stephen; Wolfgramm, Tania; … - 2011

In 2009, a team of 38 researchers carried out the Global Entrepreneurship Monitor (GEM) survey of social and business …

Persistent link: https://www.econbiz.de/10009484122