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The purpose of this paper is to examine advertising placed within Kai Tiaki: The Journal of Nurses of New Zealand. The periodization for this study is 1908-1929, a chronological time span and approach that incorporates the first issue of the Kai Tiaki in 1908 and ending 1929, thus representing the launch of the journal and first two decades of its production. During this period, New Zealand nursing was emerging as an organised and professionalised body of health-care workers. At the same time, New Zealand, Britain’s most distant “dominion”, was beginning to realise its own nationhood and growth.

The primary source of data was digitalised Kai Tiaki issues between 1908 and 1929. Each four issues for every year were analysed. All advertisements were coded (n = 1895), followed by a qualitative content analysis in which key themes were derived.

Five overarching themes were found. The two main themes were the proliferation of therapeutic “tonics” and the second the relationship of nurses to them that was profiled by advertisers. The three remaining themes were accommodations, lifestyle and the nurses “role” as nurse, handmaiden or mother. Conclusions discuss reasons for key findings, and, in particular, the reinforcement of the traditional nursing role, which was often at odds with the increased technological roles and responsibilities nurses were undertaking. In turn, advertisers saw the nursing profession as a new and potentially lucrative market of women with disposable income and influence in the health field.

To date, there is a scarcity of marketing analysis that examines advertising placed in trade journals and in particular for early twentieth century health-care professionals. Through a lens of advertising analysis, this study investigates the advertising nursing readership of the day was exposed to and the motives and tactics used by those interested in expanding both health-care worker and consumer markets through a singular strategy.

The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander.

A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand.

Today the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization.

To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

Like many of his generation George George, the director of Auckland’s Seddon Memorial Technical College (1902‐22), considered marriage and motherhood as women’s true vocation and believed in separate but equal education for girls that included some domestic training. In this regard, New Zealand historians often cite him as an advocate for the cult of domesticity, a prescriptive ideology that came to be reflected in the government’s education policy during this period. But as Joanne Scott, Catherine Manathunga and Noeline Kyle have demonstrated with regard to technical education in Queensland, rhetoric does not always match institutional practice. Other factors, most notably student demand, but also more pragmatic concerns such as the availability of accommodation, staffing and specialist equipment, can shape the curriculum. Closer scrutiny of surviving institutional records such as prospectuses, enrolment data and the director’s reports to the Department of Education, allow us to explore more fully who was given access to particular kinds of knowledge and resources, how long a particular course might take, the choices students made, what was commonplace and what was unusual, and what students might expect once they completed their studies.

In response to the special issue call for papers on international sources for advertising and marketing history, this paper aims to provide information, this paper provides information on two prominent New Zealand archives: Archives New Zealand and the Alexander Turnbull Library (ATL).

Archives New Zealand and the ATL were chosen as they are the two largest archives in New Zealand, and both have different but complementary roles – one for the preservation of government records and the other for the preservation of private collections. The history of each is provided as well as a discussion of relevant materials for marketing historians. This is followed by a discussion of the limitations of the archives with regards to their colonial contexts and potential for ignoring the “other” over the years.

Archives New Zealand houses official government documents and thus occupational registrations, licences, trademarks, patents and copyright records are held, along with unique product design registration files and the complete history of health promotion in New Zealand. The ATL houses personal and thus biographically useful photographs, society records and minutes, personal letters and diaries, photos and glass plate negatives, portraits and paintings, architectural works and music.

For researchers pursuing historical research in marketing, the archival documents offered by government archives and donated private collections from throughout the world provide invaluable resources. This paper also provides a discussion of the colonial focus on record-keeping and potential bias stemming from colonial structures of government and lack of representation of marginalised groups.

This study offers a Bourdieu-oriented analysis of the tax compliance practice for indigenous entrepreneurs in New Zealand. It examines the intersection of accounting and tax for Māori entrepreneurs and their relational interactions with the Inland Revenue Department (IRD)/state/Crown and accountants by considering the contextual factors of history, culture and society of Māori.

Qualitative research was adopted using face-to-face in-depth interviews with 34 participants and reviewing government documents. The authors analyse the tax compliance practice by drawing on Bourdieu's concepts of field, capital and habitus to conceptualise the tax field as a site of struggle for power and control by the IRD, accountants and indigenous entrepreneurs.

This study demonstrates how the tax field is structured as a game between tax reporting, taxpaying and monitoring functions. The position within the field is determined by the actor's access to the relevant capitals and habitus. It identifies how accounting, given its centrality to tax compliance, facilitates the power relations between the IRD, accountants and Māori entrepreneurs. The Eurocentric accounting-based tax reporting and the contextual factors illuminate how indigenous entrepreneurs are being dominated in the tax field. They experienced cultural dissonance with conflicting responsibilities when traversing the collectivistic indigenous and tax fields. Their collectivism involves sharing resources as they cherish whanaungatanga (relationship, kinship) and manaakitanga (kindness, generosity), which are at odds and are not valued in the tax field.

It is an empirical illustration of the connection between accounting, tax and power for indigenous taxpayers and their relationship with the IRD/Crown and accountants. It has practical implications for developing and enhancing tax compliance in jurisdictions with indigenous taxpayers. Such an understanding is helpful for policymakers, government, business agencies and the accounting professions when assisting, empowering and educating indigenous groups regarding tax compliance.

This paper responds to the call for accounting research with modern-day indigenous peoples rather than historical ones. The paper fills a gap in the accounting and tax literature by examining the tax compliance practice of indigenous small and medium enterprise (SME) entrepreneurs using Bourdieu's framework. It identifies how the role of accounting creates, maintains and reinforces power structures in the tax field. Tax/accounting reporting based on Eurocentric rules disempowers and alienates indigenous entrepreneurs. They misrecognise their actions in reproducing the existing power structures in the tax field due to deeply held historical and cultural factors about the fear of the Crown/state and their practice of rangitaratanga (esteeming authorities).

This paper seeks to analyse accountability relationships developed since the introduction of reforms requiring nonprofit primary health organisations (PHOs) to discharge holistic accountability.

Case study data were obtained principally through semi‐structured interviews with PHOs and their key stakeholders, observation of formal and informal meetings, and primary and secondary documents.

While government strategy requires these PHOs to discharge holistic accountability, prior hierarchical‐based practices linger. A major impediment to securing holistic accountability is the failure of the new strategy to define clearly how the funder and provider should share accountability for improving their community's health. The implementation of holistic accountability was retarded when funders' propensity to control outcomes coincided with providers' lack of enthusiasm for embracing a greater range of stakeholders. The history and structure of individual PHOs was a key indicator of whether they discharged hierarchical or holistic accountability.

This case study research is context‐specific and may have limited applicability to other PHOs or jurisdictions. However, the study shows that when funders and providers build trust rather than depending on control, holistic accountability relationships can be developed.

Despite government intention that primary health care relationships will lead to holistic accountability, this will not occur until funders clearly define responsibilities and trust their service providers.

There is a paucity of research into government‐sponsored holistic accountability relationships with local nonprofit service providers. This research provides a unique contextual analysis of the perspectives of funders, providers and a wide group of stakeholders and the operationalisation of two different styles of accountability.

This paper aims to explore the importance of meaningful participation for Indigenous peoples within the complex and highly political context of mining and mineral extraction. The aim is to consider the multi-dimensional nature of the mining context that takes into account the discursive landscape that frames the often disparate perspectives of corporate, state and Indigenous communities.

The paper is a conceptual offering that examines the complex environment within which “meaningful participation” between mining corporates and Indigenous communities operate.

This paper highlights the multi-dimensional nature of a proposed relationship between the mining corporates, the state and the Indigenous Māori community within New Zealand. The facilitation of “meaningful participation” requires that any negotiated agreement is undertaken within a framework of meaning that makes sense to the Indigenous community, in addition to the appropriate legislative and corporate initiatives to be in place.

The paper highlights the complex considerations that must be included in any form of negotiation between mining corporates and Indigenous peoples to achieve meaningful participation in the form that it was intended under international accords. While recognising the different contextual circumstance of Indigenous peoples around the world, this paper illustrates a pathway towards meaningful participation that takes into account economic, socio-cultural and environmental variables.

Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM).

This conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0.

Grounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research.

To better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.