Pub Date : 2023-02-19DOI: 10.1177/14413582231153191
Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch, Marco Hardiman
The proliferation of social media resulted in less control over who shares brand content. While brand content sharing by micro-influencers is sought by many firms, the effects of such an activity on brands’ personality remains unknown. This study combined context effects and schema theories to demonstrate that assimilation occurs for novice brands, while contrast and ceiling effects take place for established brands due to micro-influencer-brand (in)congruence against the existing brand schemas. Currently, managers target consumers under an assumption that a match between a brand and an influencer is beneficial. We demonstrate that such targeting is advantageous only for novice brands. Established brands paired with congruent micro-influencers experienced no boost in brand personality (ceiling) with a boost occurring only when micro-influencers and brands were incongruent (contrast). Our results raise questions about the effectiveness of current branding strategies and caution about novice brands assimilating undesirable personalities.
{"title":"How Micro-Influencers’ Personality Influences the Personality of Novice and Established Brands","authors":"Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch, Marco Hardiman","doi":"10.1177/14413582231153191","DOIUrl":"https://doi.org/10.1177/14413582231153191","url":null,"abstract":"The proliferation of social media resulted in less control over who shares brand content. While brand content sharing by micro-influencers is sought by many firms, the effects of such an activity on brands’ personality remains unknown. This study combined context effects and schema theories to demonstrate that assimilation occurs for novice brands, while contrast and ceiling effects take place for established brands due to micro-influencer-brand (in)congruence against the existing brand schemas. Currently, managers target consumers under an assumption that a match between a brand and an influencer is beneficial. We demonstrate that such targeting is advantageous only for novice brands. Established brands paired with congruent micro-influencers experienced no boost in brand personality (ceiling) with a boost occurring only when micro-influencers and brands were incongruent (contrast). Our results raise questions about the effectiveness of current branding strategies and caution about novice brands assimilating undesirable personalities.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47824274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-17DOI: 10.1177/14413582231154268
Kallol Das, Yogesh Mungra, Anupama Ambika, A. Dhir
Creative skills are often regarded as a vital asset for marketing professionals. Unprecedented technology-driven shifts have further accentuated the need for creativity in marketing. However, scholars and practitioners’ understanding of the capabilities required to acquire creative skills is lacking, which is a matter of concern given the importance of these capabilities and creativity in marketing. Our study thus aims to address the following research questions: (1) What are creative meta-skills (i.e. capabilities required to acquire creative skills)? and (2) How is this construct related to other relevant constructs? In addressing these questions, we define the construct of creative meta-skills, anchored in flow theory and delineate its dimensions – that is, creative growth mindset, diligence and openness to feedback. Further, using the stimulus-organism-response (S-O-R) model, we relate creative meta-skills to creative performance through creative personal identity (CPI) and creative self-efficacy (CSE) and empirically test this relationship via two studies. Theoretically, this paper contributes to the literature on meta-skills and creativity in marketing (CiM) by refining the construct of creative meta-skills and by providing a conceptual framework. This topic will be a valuable addition to the marketing curriculum. Further, firms can use this study’s insights to enhance their marketing professionals’ creativity quotient. The hiring process for creative industries/roles would benefit by considering creative meta-skills, CPI and CSE in the evaluation criteria. The paper ends with a note on its own limitations and directions for future research.
{"title":"Creative Meta-Skills: Construct, Dimensions and Implications for Marketing Professionals","authors":"Kallol Das, Yogesh Mungra, Anupama Ambika, A. Dhir","doi":"10.1177/14413582231154268","DOIUrl":"https://doi.org/10.1177/14413582231154268","url":null,"abstract":"Creative skills are often regarded as a vital asset for marketing professionals. Unprecedented technology-driven shifts have further accentuated the need for creativity in marketing. However, scholars and practitioners’ understanding of the capabilities required to acquire creative skills is lacking, which is a matter of concern given the importance of these capabilities and creativity in marketing. Our study thus aims to address the following research questions: (1) What are creative meta-skills (i.e. capabilities required to acquire creative skills)? and (2) How is this construct related to other relevant constructs? In addressing these questions, we define the construct of creative meta-skills, anchored in flow theory and delineate its dimensions – that is, creative growth mindset, diligence and openness to feedback. Further, using the stimulus-organism-response (S-O-R) model, we relate creative meta-skills to creative performance through creative personal identity (CPI) and creative self-efficacy (CSE) and empirically test this relationship via two studies. Theoretically, this paper contributes to the literature on meta-skills and creativity in marketing (CiM) by refining the construct of creative meta-skills and by providing a conceptual framework. This topic will be a valuable addition to the marketing curriculum. Further, firms can use this study’s insights to enhance their marketing professionals’ creativity quotient. The hiring process for creative industries/roles would benefit by considering creative meta-skills, CPI and CSE in the evaluation criteria. The paper ends with a note on its own limitations and directions for future research.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43130413","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-10DOI: 10.1177/14413582221146004
Xuan Truong Du Chau, Thanh Toan Nguyen, Vinh Khiem Tran, S. Quach, Park Thaichon, Jun Jo, Bay Vo, Quang Dieu Tran, Quoc Viet Hung Nguyen
With the advancement of internet technology, customers increasingly rely on online reviews as a valuable source of information. The study aims to develop a marketing data analytics framework to manage online reviews, especially fake reviews, which have become a significant issue undermining the creditability of online review systems. As small and medium-sized enterprises often lack the capabilities to automatically derive customer insights from online reviews, this study proposes a cost-effective, extensible Review-Analytics-as-a-Service (RAaaS) framework that can be operated by non-data specialists to facilitate online review data analytics. We demonstrate the framework’s application by using two datasets with more than 400,000 online reviews from Yelp to simulate live platforms and demonstrate an analytic flow of review fraud detection and understanding. The findings reveal insights into the influence of fake reviews on product ranking and exposure rate. Moreover, it was found that there was a higher concentration of sadness and anger in fake reviews (vs. organic reviews). In addition, fake reviews tend to be shorter, more extreme (with the use of strong adverbs), and have different patterns of topic distribution. This study has important implications for different stakeholder groups including, but not limited to, SMEs, review platforms and customers.
{"title":"Towards a Review-Analytics-as-a-Service (RAaaS) Framework for SMEs: A Case Study on Review Fraud Detection and Understanding","authors":"Xuan Truong Du Chau, Thanh Toan Nguyen, Vinh Khiem Tran, S. Quach, Park Thaichon, Jun Jo, Bay Vo, Quang Dieu Tran, Quoc Viet Hung Nguyen","doi":"10.1177/14413582221146004","DOIUrl":"https://doi.org/10.1177/14413582221146004","url":null,"abstract":"With the advancement of internet technology, customers increasingly rely on online reviews as a valuable source of information. The study aims to develop a marketing data analytics framework to manage online reviews, especially fake reviews, which have become a significant issue undermining the creditability of online review systems. As small and medium-sized enterprises often lack the capabilities to automatically derive customer insights from online reviews, this study proposes a cost-effective, extensible Review-Analytics-as-a-Service (RAaaS) framework that can be operated by non-data specialists to facilitate online review data analytics. We demonstrate the framework’s application by using two datasets with more than 400,000 online reviews from Yelp to simulate live platforms and demonstrate an analytic flow of review fraud detection and understanding. The findings reveal insights into the influence of fake reviews on product ranking and exposure rate. Moreover, it was found that there was a higher concentration of sadness and anger in fake reviews (vs. organic reviews). In addition, fake reviews tend to be shorter, more extreme (with the use of strong adverbs), and have different patterns of topic distribution. This study has important implications for different stakeholder groups including, but not limited to, SMEs, review platforms and customers.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48517179","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-12DOI: 10.1177/14413582221139492
S. Yap, Weng Marc Lim
Social media has impacted child well-being in paradoxical ways. Yet, our understanding of this paradox remains piecemeal. To address this gap, this conceptual article endeavors to delineate the interplay between child well-being and contradictions associated with social media consumption and the ways to manage these contradictions. Using paradox theory, we develop a theoretical framework that explains the relationships and dynamics surrounding conflicting demands between empowerment and protection and the cyclical responses to paradoxical tensions involving social media that are affecting child well-being. Using this framework, we offer a collection of propositions to stimulate further research on the empowerment–protection paradox and a set of mediating pathways to manage paradoxical tensions arising from social media consumption and promote children’s well-being in the digital era.
{"title":"A Paradox Theory of Social Media Consumption and Child Well-Being","authors":"S. Yap, Weng Marc Lim","doi":"10.1177/14413582221139492","DOIUrl":"https://doi.org/10.1177/14413582221139492","url":null,"abstract":"Social media has impacted child well-being in paradoxical ways. Yet, our understanding of this paradox remains piecemeal. To address this gap, this conceptual article endeavors to delineate the interplay between child well-being and contradictions associated with social media consumption and the ways to manage these contradictions. Using paradox theory, we develop a theoretical framework that explains the relationships and dynamics surrounding conflicting demands between empowerment and protection and the cyclical responses to paradoxical tensions involving social media that are affecting child well-being. Using this framework, we offer a collection of propositions to stimulate further research on the empowerment–protection paradox and a set of mediating pathways to manage paradoxical tensions arising from social media consumption and promote children’s well-being in the digital era.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48430811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-26DOI: 10.1177/14413582221143537
John H. Roberts
The Australian and New Zealand Marketing Academy (ANZMAC) and its precursor, the Australian and New Zealand Academy of Marketing Educators Conference (ANZMEC), have been in existence for over a quarter of a century, with ANZMEC being founded in 1996. During that time, many scholars have contributed to research in marketing globally, establishing ANZMAC and its members as significant players internationally. With some of the key founding figures retiring, it is a good time to ensure that the organization’s corporate memory is not lost. In this brief piece I pay tribute to the succeeding waves of scholars who made the Academy the organization that it is today.
{"title":"The Past, Present and Future of Marketing Research in Australia and New Zealand: A Personal Sampler of Some Key Figures","authors":"John H. Roberts","doi":"10.1177/14413582221143537","DOIUrl":"https://doi.org/10.1177/14413582221143537","url":null,"abstract":"The Australian and New Zealand Marketing Academy (ANZMAC) and its precursor, the Australian and New Zealand Academy of Marketing Educators Conference (ANZMEC), have been in existence for over a quarter of a century, with ANZMEC being founded in 1996. During that time, many scholars have contributed to research in marketing globally, establishing ANZMAC and its members as significant players internationally. With some of the key founding figures retiring, it is a good time to ensure that the organization’s corporate memory is not lost. In this brief piece I pay tribute to the succeeding waves of scholars who made the Academy the organization that it is today.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"186 - 189"},"PeriodicalIF":6.0,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43582570","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-14DOI: 10.1177/14413582221132039
J. Dawes
This study examines the claim that the Net Promoter Score (NPS) is an indicator of future revenue growth. It firstly reviews published work on this topic, then presents evidence from firms in three US industries: airlines, supermarkets and insurance companies. A distinctive feature of the analysis is that it uses longitudinal data for NPS and revenue for periods between 5 and 11 years for airlines and supermarkets. This contrasts to the predominant approach in past work, which has been to analyse cross-sectional data. In addition to that longitudinal analysis, the cross-sectional association between NPS and revenue growth is examined for a sample of 10 large insurance firms for an aggregated period 2017 to 2020. The overall conclusion from the analysis is that Net Promoter is not an indicator of future revenue growth.
{"title":"Net Promoter and Revenue Growth: An Examination Across Three Industries","authors":"J. Dawes","doi":"10.1177/14413582221132039","DOIUrl":"https://doi.org/10.1177/14413582221132039","url":null,"abstract":"This study examines the claim that the Net Promoter Score (NPS) is an indicator of future revenue growth. It firstly reviews published work on this topic, then presents evidence from firms in three US industries: airlines, supermarkets and insurance companies. A distinctive feature of the analysis is that it uses longitudinal data for NPS and revenue for periods between 5 and 11 years for airlines and supermarkets. This contrasts to the predominant approach in past work, which has been to analyse cross-sectional data. In addition to that longitudinal analysis, the cross-sectional association between NPS and revenue growth is examined for a sample of 10 large insurance firms for an aggregated period 2017 to 2020. The overall conclusion from the analysis is that Net Promoter is not an indicator of future revenue growth.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47324448","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-14DOI: 10.1177/14413582221136131
Sorush Sepehr, Hartmut H. Holzmüller, P. Rosenberger
With the rise of interculturalism as an alternative paradigm to the dominant multicultural integration policies in immigration countries, the importance of cities, as landscapes of intercultural interactions and consumption has become more and more important. This study aims to investigate how cities and city-related consumption practices play a role in consumer acculturation, an area that is largely overlooked in previous research. A hermeneutic approach is used to analyse and interpret the data collected through semi-structured and unstructured go-along interviews with 18 Iranian immigrants who live in Dortmund, Germany. Beyond the dichotomy of the home and host countries, the findings of this study show how city-related activities and interactions can lead to the construction of a sense of belonging to the hosting society. We show how such a sense of belonging can be constructed through immigrant consumers’ involvement in city-related rituals, private appropriation of public space and reterritorialisation.
{"title":"City, Consumption and Interculturalism: How Cities Can Facilitate Consumer Acculturation","authors":"Sorush Sepehr, Hartmut H. Holzmüller, P. Rosenberger","doi":"10.1177/14413582221136131","DOIUrl":"https://doi.org/10.1177/14413582221136131","url":null,"abstract":"With the rise of interculturalism as an alternative paradigm to the dominant multicultural integration policies in immigration countries, the importance of cities, as landscapes of intercultural interactions and consumption has become more and more important. This study aims to investigate how cities and city-related consumption practices play a role in consumer acculturation, an area that is largely overlooked in previous research. A hermeneutic approach is used to analyse and interpret the data collected through semi-structured and unstructured go-along interviews with 18 Iranian immigrants who live in Dortmund, Germany. Beyond the dichotomy of the home and host countries, the findings of this study show how city-related activities and interactions can lead to the construction of a sense of belonging to the hosting society. We show how such a sense of belonging can be constructed through immigrant consumers’ involvement in city-related rituals, private appropriation of public space and reterritorialisation.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"303 - 313"},"PeriodicalIF":6.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46000270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-05DOI: 10.1177/14413582221132847
Jooyoung Park, Mengshu Chen, Jungkeun Kim
This research examines the effects of gift prices on recipients’ gratitude. Five studies show an inverted U-shaped relationship between gift price and recipients’ gratitude. Recipients are more likely to appreciate gifts of monetary value that align with their expectations than inexpensive or expensive gifts whose values do not meet the recipients’ expectations. Two parallel underlying mechanisms explain the inverted U-shaped relationship: when gift prices are lower than expected, recipients perceive givers as inconsiderate, and when gift prices are higher than expected, recipients feel indebted. Additionally, we examine two boundary conditions. Compared to North Americans, Asians are more likely to show an inverted U-shaped relationship. In addition, close friends, rather than distant friends, are more likely to show an inverted U-shaped relationship. The paper concludes with a discussion of contributions to the literature on gift-giving and practical implications.
{"title":"How Gift Prices Affect Gratitude? “Right” Gift-Price Effect","authors":"Jooyoung Park, Mengshu Chen, Jungkeun Kim","doi":"10.1177/14413582221132847","DOIUrl":"https://doi.org/10.1177/14413582221132847","url":null,"abstract":"This research examines the effects of gift prices on recipients’ gratitude. Five studies show an inverted U-shaped relationship between gift price and recipients’ gratitude. Recipients are more likely to appreciate gifts of monetary value that align with their expectations than inexpensive or expensive gifts whose values do not meet the recipients’ expectations. Two parallel underlying mechanisms explain the inverted U-shaped relationship: when gift prices are lower than expected, recipients perceive givers as inconsiderate, and when gift prices are higher than expected, recipients feel indebted. Additionally, we examine two boundary conditions. Compared to North Americans, Asians are more likely to show an inverted U-shaped relationship. In addition, close friends, rather than distant friends, are more likely to show an inverted U-shaped relationship. The paper concludes with a discussion of contributions to the literature on gift-giving and practical implications.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":6.0,"publicationDate":"2022-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41531972","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-05DOI: 10.1177/14413582221133850
Robert Aitken
The traditional role of an academy, derived from the ancient centres of learning made famous by Plato and Aristotle, was to enable and encourage the development and dissemination of knowledge. While times have changed, the need for knowledge has not, and the Australian and New Zealand Marketing Academy (ANZMAC) is proud to play its part in contributing to this tradition. However, the ways in which the Academy can continue to fulfil its role, and the nature of its relationship with its community, are critical questions that need to be addressed. Given the disruptive and unpredictable nature of change in the current environment, and the wider and increasingly urgent calls to live more sustainably, the Academy is in a position to take a leading role in encouraging and informing the changes necessary to meet the needs of its community and the responsibilities of the discipline. These questions, and the challenges presented by changing expectations from within and outside of academia, are considered in the following perspective.
{"title":"ANZMAC Executive: A Personal Perspective on How ANZMAC Has Evolved, and What Role It Ought to Play in the Future","authors":"Robert Aitken","doi":"10.1177/14413582221133850","DOIUrl":"https://doi.org/10.1177/14413582221133850","url":null,"abstract":"The traditional role of an academy, derived from the ancient centres of learning made famous by Plato and Aristotle, was to enable and encourage the development and dissemination of knowledge. While times have changed, the need for knowledge has not, and the Australian and New Zealand Marketing Academy (ANZMAC) is proud to play its part in contributing to this tradition. However, the ways in which the Academy can continue to fulfil its role, and the nature of its relationship with its community, are critical questions that need to be addressed. Given the disruptive and unpredictable nature of change in the current environment, and the wider and increasingly urgent calls to live more sustainably, the Academy is in a position to take a leading role in encouraging and informing the changes necessary to meet the needs of its community and the responsibilities of the discipline. These questions, and the challenges presented by changing expectations from within and outside of academia, are considered in the following perspective.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"193 - 195"},"PeriodicalIF":6.0,"publicationDate":"2022-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45124080","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-16DOI: 10.1177/14413582221127317
Teagan Altschwager, Jodie Conduit, I. Karpen, Steve Goodman
Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical to consider not only how customers engage with the event, but also how event engagement transfers to engagement with the host brand to ultimately drive brand loyalty. This paper empirically explores the role of customer event engagement in facilitating brand engagement, within the context of branded marketing event experiences. Surveying attendees of such branded event experiences, six Australian wine brands, running 10 diverse events, agreed to collaborate in the research, yielding a total response of 274 participants. Results indicate that, for emotional, sensorial, pragmatic and relational experiences, event engagement fully mediates the relationship with customer brand engagement. Furthermore, it is the engagement with the host brand, rather than engagement with the event, that facilitates the effect on behavioural intentions of loyalty. These findings suggest that viewing engagement with a single focus (i.e., only event or only brand engagement) provides limited insight and does not uncover the true impact of event experiences; it is only through exploring the interrelationships between the engagement foci that we can truly understand how event experiences impact behavioural brand loyalty. This offers important managerial implications to facilitate engagement transfer (i.e., between event and brand), while drawing on associative network theory to explain how customer engagement spills over from the event to the brand and better account for the interdependence across engagement objects.
{"title":"Event Engagement: Using Event Experiences to Build Brands","authors":"Teagan Altschwager, Jodie Conduit, I. Karpen, Steve Goodman","doi":"10.1177/14413582221127317","DOIUrl":"https://doi.org/10.1177/14413582221127317","url":null,"abstract":"Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical to consider not only how customers engage with the event, but also how event engagement transfers to engagement with the host brand to ultimately drive brand loyalty. This paper empirically explores the role of customer event engagement in facilitating brand engagement, within the context of branded marketing event experiences. Surveying attendees of such branded event experiences, six Australian wine brands, running 10 diverse events, agreed to collaborate in the research, yielding a total response of 274 participants. Results indicate that, for emotional, sensorial, pragmatic and relational experiences, event engagement fully mediates the relationship with customer brand engagement. Furthermore, it is the engagement with the host brand, rather than engagement with the event, that facilitates the effect on behavioural intentions of loyalty. These findings suggest that viewing engagement with a single focus (i.e., only event or only brand engagement) provides limited insight and does not uncover the true impact of event experiences; it is only through exploring the interrelationships between the engagement foci that we can truly understand how event experiences impact behavioural brand loyalty. This offers important managerial implications to facilitate engagement transfer (i.e., between event and brand), while drawing on associative network theory to explain how customer engagement spills over from the event to the brand and better account for the interdependence across engagement objects.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2022-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48992284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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