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Article
Publication date: 10 April 2017

Sandra Luxton, Mike Reid and Felix Mavondo

Drawing on the resource-based view, this paper aims to investigate how a firm’s integrated marketing communication (IMC) as a capability is influenced by the organisational…

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Abstract

Purpose

Drawing on the resource-based view, this paper aims to investigate how a firm’s integrated marketing communication (IMC) as a capability is influenced by the organisational antecedents of learning orientation (LO), market orientation (MO) and brand orientation (BO). Further, the research examines how an IMC capability influences brand performance and whether these relationships are influenced by brand size.

Design/methodology/approach

Based on survey data from 187 managers responsible for brand communications, this paper applies structural equation modelling using SmartPLS3 to assess hypothesised relationships.

Findings

IMC capability is directly influenced by BO but not by MO and LO; these have important indirect effects. Size does not moderate key relationships but directly affects IMC capability.

Research limitations/implications

Organisational antecedents play an important role in shaping IMC capability and ultimately brand performance. Future researchers should consider a larger sample of brands and firms, IMC capability building in small firms and longitudinal design to evaluate the effects of IMC capability.

Practical implications

BO is nested in and complementary to learning and MO, and thus cannot stand alone. Developing an IMC capability is critical for translating the benefits of organisational orientations into performance outcomes. IMC capability links MO and BO to firm performance. Appropriate resourcing is critical for success, as it has implications for developing other resources and capabilities.

Originality/value

This study empirically establishes for the first time a relationship between critical organisational antecedents of LO, MO and BO, their influence on IMC capability and subsequently on brand performance.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 October 2018

Sanjeewa Pradeep Wijayaratne, Mike Reid, Kate Westberg, Anthony Worsley and Felix Mavondo

Food literacy is an emerging concept associated with the skills, capabilities and knowledge to prepare a healthy diet and make healthy food choices. This study aims to examine how…

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Abstract

Purpose

Food literacy is an emerging concept associated with the skills, capabilities and knowledge to prepare a healthy diet and make healthy food choices. This study aims to examine how a dietary gatekeeper’s intentions to prepare a healthy diet for their family, and the subsequent satisfaction that a healthy diet is achieved, is influenced by their food literacy and by barriers to healthy eating.

Design/methodology/approach

A two-stage cross-sectional study was undertaken with 756 dietary gatekeepers who completed a baseline (time 1) and a three-month follow-up (time 2) questionnaire. Partial least square-structural equation modeling was used to estimate relationships between gatekeeper food literacy, their demographic characteristics, socio-cognitive factors, time 1 satisfaction with the healthiness of the household diet and intention to provide a healthy family diet. The follow-up survey assessed subsequent satisfaction with the healthiness of the household diet and barriers to achieving it.

Findings

The results highlight the significance of the dietary gatekeeper’s food literacy in overcoming barriers to healthy eating and fostering increased satisfaction with the healthiness of the family diet. The research further highlights the influence of past satisfaction, attitude, subjective norms and perceived behavioural control. Several demographics factors are also highlighted as influential.

Research limitations/implications

The research offers new insights into the role of food literacy in the home environment including its influence on the dietary gatekeeper’s satisfaction with the family diet. The current model also provides strong evidence that food literacy can reduce the impact of barriers to healthy eating experienced by gatekeepers. The research has limitations associated with the socio-economic status of respondents and thus offers scope for research into different populations and their food literacy, younger and early formed cohabiting and the negotiation of food and dietary responsibility and on intergenerational food literacy.

Practical implications

The current findings regarding the impact of food literacy have significant implications for government agencies, non-profit agencies, educational institutions and other related stakeholders in their effort to curb obesity. Implications exist for micro-level programmes and actions designed to influence gatekeepers, family members and households and at the macro level for policies and programmes designed to influence the obesogenicity of the food environments.

Originality/value

The current study is one of the first to offer evidence on the role of food literacy in the home environment and its ability to overcome barriers to healthy eating. The research provides social marketers and public policymakers with novel insights regarding the need for increased food literacy and for developing interventions to improve food literacy in dietary gatekeepers.

Details

European Journal of Marketing, vol. 52 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 13 September 2023

Bernardo Figueiredo, Torgeir Aleti, Diane M. Martin, Mike Reid, Jacob Sheahan and Larissa Hjorth

This study aims to address the existing gap in co-design frameworks by introducing the EMPOWER framework, a strength-based co-design methodological approach specifically designed…

Abstract

Purpose

This study aims to address the existing gap in co-design frameworks by introducing the EMPOWER framework, a strength-based co-design methodological approach specifically designed to tackle the key empowerment challenges associated with co-designing alongside individuals experiencing vulnerability. The purpose of this study is to provide a set of easy-to-remember empowering guidelines to enhance the co-design process.

Design/methodology/approach

EMPOWER is based on lessons from the field, through five years of working with older adults.

Findings

The framework includes seven guidelines to overcome common challenges in co-design research. The acronym EMPOWER refers to guidelines for extending, multiplying, publicising, outsourcing, widening, enabling and reflecting on co-design research.

Research limitations/implications

Although extendable to other experiences of vulnerability, the examples provided focus on the experiences of ageing consumers.

Practical implications

EMPOWER has direct relevance to practitioners wishing not only to work with consumers experiencing vulnerabilities but also to empower these consumers through purposeful research actions.

Social implications

Although drawing on co-design research with older adults, these guidelines can be applied to empower other groups experiencing vulnerability.

Originality/value

There is a relative lack of guidelines on how to strengthen the co-design process in a way that empowers consumers experiencing vulnerability. To address this, this paper offers a framework and some grounded examples contributing to the current knowledge of co-design in marketing.

Details

Journal of Services Marketing, vol. 37 no. 9
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 10 December 2018

Jozica Johanna Kutin, Mike Reid and Roslyn Russell

This paper aims to investigate how economic abuse manifests in young adult relationships from the perspective of practice experts to inform the role of social marketing in…

Abstract

Purpose

This paper aims to investigate how economic abuse manifests in young adult relationships from the perspective of practice experts to inform the role of social marketing in economic abuse prevention. Practitioners were asked for their views on prevention strategies at the individual, relationship, community and societal levels.

Design methodology/approach

Twenty-four experts were interviewed using a semi-structured interview schedule. Thematic analysis was undertaken.

Findings

Experts reported that young adults experienced economic exploitation, adverse economic entanglement and economic control. Young adults’ frame of reference was a challenge for practitioners. Experts believed that more work needed to be done to improve the financial literacy of young adults.

Research limitations/implications

Practitioner views provide one side of the story. A separate study has been established interviewing young adults to explore these issues further.

Practical implications

The authors argue that prevention and intervention strategies need to focus on young adults who are in their critical relationship formation stage. The identified attitudinal factors present a challenge to policy, prevention and service providers.

Originality/value

The authors shift the attention from service engaged women leaving violent relationships to young adults who have not sought assistance from community or domestic violence services. In doing so, they highlight the importance of the relationship formation phase. This paper raises the challenge for social marketers to consider appropriate prevention and intervention programmes for this cohort. Current and future campaigns and programmes need to be designed and evaluated with an economic abuse lens.

Details

Journal of Social Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 28 May 2020

Kate Westberg, Mike Reid and Foula Kopanidis

This study aims to use the lens of the stereotype threat theory to explore older consumers’ age identity and experiences with service providers.

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Abstract

Purpose

This study aims to use the lens of the stereotype threat theory to explore older consumers’ age identity and experiences with service providers.

Design/methodology/approach

This study used semi-structured interviews with Australian consumers aged between 55 and 69. Data were examined using thematic analysis.

Findings

Older consumers justify a younger cognitive age by distancing themselves from the negative stereotypes associated with ageing and by associating themselves with attitudes and behaviours consistent with a younger age identity. Older consumers are confronted with age-based stereotype threats in a services context through four practices. Exposure to these threats results in service failure and can have a negative impact on both consumers’ ability to function effectively as consumers and their overall well-being.

Research limitations/implications

A more diverse sample is required to identify the extent to which age-based stereotype threats are experienced and which services marketing practices have the most detrimental impact on older consumers.

Practical implications

The findings provide insight for services marketers seeking to effectively cater for older consumers and have implications for service staff training, service technology and communications.

Social implications

The findings have implications for the well-being of older consumers in terms of their self-efficacy and self-esteem as well as their ability to function effectively as consumers.

Originality/value

This study contributes to the nascent understanding of older consumers’ experiences and their expectations of service interactions and advertising communication. The findings also extend the literature on service failure by demonstrating how age-based stereotypes threaten age identity, resulting in a negative customer experience.

Details

Journal of Services Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Abstract

Details

Journal of Social Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 2042-6763

Article
Publication date: 1 June 2001

Mike Reid and David Buisson

Highlights the findings of a survey targeting UK and European wholesale and retail fruit buyers to discover factors which influence their adoption of apple and pear varieties. The…

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Abstract

Highlights the findings of a survey targeting UK and European wholesale and retail fruit buyers to discover factors which influence their adoption of apple and pear varieties. The research, performed from the perspective of the New Zealand pipfruit industry, reflects the growing importance of new variety development for the ongoing competitiveness of the New Zealand pipfruit industry. The research identifies that adoption of new varieties requires a strong performance in traditional areas such as product quality and supply. The need for appropriate launch support provided by the suppliers is highlighted and also that adoption is likely to be facilitated by strong buyer/supplier relationships.

Details

International Journal of Retail & Distribution Management, vol. 29 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Abstract

Details

Narrative Conceptions of Knowledge: Towards Understanding Teacher Attrition
Type: Book
ISBN: 978-1-78441-138-1

Article
Publication date: 1 March 2002

Mike Reid

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this…

7500

Abstract

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this dynamism is having on the effectiveness of traditional marketing communications tools and planning approaches. IMC relates to me strategic management of marketing communications to achieve superior brand performance. This paper uses that Integrated Marketing Audit (Duncan and Moriarty, 1997) as a mechanism to analyse the degree of integration of marketing communications management and link this to measures of brand performance. The research employs the Australian and New Zealand wine industries as a context to consider this relationship. Analysis suggests that a higher degree of integration in marketing communications management results in better brand performance. As a result, managers of wine brands should consider how to adopt IMC principles and review their management of marketing communications.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 6 September 2013

Chih-Wei Chao, Mike Reid and Felix Mavondo

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and…

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Abstract

Purpose

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.

Design/methodology/approach

Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.

Findings

This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians ' new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.

Research limitations/implications

This study provides further insights into relationships between consumer innovativeness measures.

Practical implications

This study enhances marketers ' capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.

Originality/value

This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of 197