The evolution of e-commerce also has brought with it a new marketing channel known as mobile marketing (m-marketing). Although mobile devices have been seen as a potential channel to reach consumers, effort is still needed to understand what influences intention to adopt mobile marketing. This...

[Abstract]: All brands have status and status has an impact; yet little attention has been paid to the impact of brand status on consumer brand assessments, this study addresses this limitation. This study investigated perceived brand status’ impact on overall brand value across two product...

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget. With worldwide sponsorship spending now in excess of US$26 billion (IEG2005), it is important for marketers to understand the impact of sponsorship investment...

[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for marketers to understand how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship leverage, particularly in the FMCG Industry is...

The Internet creates opportunities for firms to leverage information technology to expand markets, increase efficiencies and raise profits. Users benefit through expanding their global search capacity for information and experiences. However, rapid expansion and increased complexity have created...

Conducting market research internationally adds to the complexity of the research task, when implementing an Australian business franchise system into international markets. The aim of this research is to investigate: ?Why and how do Australian companies perform international market research...

Despite growth of Australian business franchising into international markets, there is limited academic research regarding the implementation process of business format franchise systems extending into international markets. This paper examines the implementation process of four Australian...