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The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key service outcomes of satisfaction and customer behaviour intentions to use a preventative health service again in the future.

An online self-completion survey of Australian women (n=797) was conducted to test the proposed framework in the context of a free, government-provided breastscreening service. Data were analysed using Structural Equation Modelling (SEM).

The findings indicate that functional and emotional value are created from organisational and customer resources. These findings indicate that health service providers and customers are jointly responsible for the successful creation of value, leading to desirable outcomes for all stakeholders.

The results highlight to health professionals the aspects of service that can be managed in order to create value with target audiences. The findings also indicate the importance of the resources provided by users in the creation of value, signifying the importance of customer education and management.

This study provides a significant contribution to social marketing through the provision of an empirically validated model of value creation in a preventative health service. The model demonstrates how the creation and provision of value can lead to the achievement of desirable social behaviours – a key aim of social marketing.

Using chaos theory as a point of departure, this comparative study of systematic samples of public relations, communication and marketing directors of tourism organisations in both the USA and Spain identifies the types and the number of crises that these organisations experienced from 1992 to 1994. It also rates the extent to which those practitioners said they used a number of crisis management strategies to minimise, contain or possibly to prevent the negative effects of crises. It identifies the memberships of crisis management teams. Further, it examines the presence of five primary elements of preventive marketing for crisis communications among tourism organisations in those countries. These elements are: issues management, the crisis plan, the crisis management centre, the company representative and the use of external consultants. Results indicate statistically significant differences (p<0.05) between both countries in their organisational preparedness for managing crises, in the types of crises experienced, and in the memberships of their crisis management teams. The implications of these results for effective preventive marketing communications in the tourist industry are discussed and suggestions for future research are offered. The research on which this paper is based was supported by funds awarded to the first author by the Spanish Tourist Institute of the Ministry of Commerce and Tourism, Madrid, Spain.

The purpose of this paper is to explore the development of preventative counter-ambush marketing initiatives and rights protection strategies, providing an historical view of rights management and the International Olympic Committee’s sponsorship protection initiatives through ambush marketing’s formative years.

In examining the antecedents and implications of the Canadian Olympic Committee’s (COC) forward-thinking approach to ambush marketing protection, and to explore the development of preventative counter-ambush initiatives, an historical examination of IOC and COC policies and protocols regarding ambushing and sponsorship protection over a 30-year period was undertaken, informing the development of a proposed model of proactive commercial rights management.

The findings indicate that a progressive shift in the counter-ambush activities of major commercial rights holders may be underway: increasingly, the COC has stressed education and communication as key components of their commercial rights protection strategy, in lieu of enforcing the legal protection provided them by the Olympic and Paralympic Marks Act of 2007. The resultant commercial rights management model proposed reflects this proactive approach, and illustrates the need for events and sponsorship stakeholders to Anticipate, (Re)Act and Advocate.

The study offers a contemporary perspective into counter-ambush strategies within the context of the COC’s brand protection measures and industry practice. The proactive approach to commercial rights management explored represents a significant step in ambush marketing prevention on the part of the COC.

As consumer health-care spending increases, so does the need for effective communication of preventive health-care information (PHCI) with the potential to prompt lifestyle changes. Through proactive, effective dissemination of PHCI, health-care service providers can minimize and prevent costly health conditions while improving the efficiency of a traditionally reactive health-care system. Taking into account the considerable time consumers spend on social media and networks (SM&N) and hefty health-care spending among Baby Boomer and Generation X consumers, this study aims to address critical questions concerning the importance of SM&N for gathering PHCI, SM&N preferences for gathering PHCI and the types of behavioral changes consumers have pursued in response to PHCI.

Designed as a generational cohort analysis, this study is based on the responses of 936 Baby Boomer and Generation X respondents to a questionnaire containing 200 items related to PHCI and social/digital media as a vehicle for acquiring both general and preventive health information. Crosstab analysis was used to examine differences in the characteristics of the generational cohorts. Analysis of variance (ANOVA) was used to assess differences in the degree of importance Baby Boomer and Generation X health consumers assign to 28 SM&N sites as delivery systems of PHCI. The researchers used ANOVA to determine generational differences in behavioral changes associated with a healthier lifestyle as a result of exposure to PHCI.

There are significant differences in the characteristics of Baby Boomer and Generation X cohorts. Generation X health-care consumers assign greater importance to SM&N sites as PHCI delivery systems. Additionally, Generation X health-care consumers report greater behavioral change resulting from exposure to PHCI.

New information is provided concerning health-care consumer perceptions of SM&N as a source of PHCI and the behavioral changes consumers pursue as a result of PHCI exposure.

This paper measures the effectiveness of interactive health-care marketing activities, explaining the role of SM&N as an effective source of PHCI and providing marketers with insights useful for PHCI content management and dissemination.

Effective dissemination of PHCI via SM&N may help prevent illness among Baby Boomer and Generation X consumers and, accordingly, improve quality of life while easing the increasing pressure on the US health-care system.

Study results evidence the value of SM&N sites to health service providers as they endeavor to improve and extend consumer lives through dissemination of PHCI. Ideas and insights within this paper will inform and enhance social media marketing management practices within pharmaceutical and health-care organizations.

Preventative health services are keen to identify how to engage men and increase their participation, thus improving health, well-being and life expectancy over time. Prior research has shown general gender norms are a key reason for men’s avoidance of these services, yet there is little investigation of specific gender norms. Furthermore, masculinity has not been examined as a factor associated with customer vulnerability. This paper aims to identify the relationship between gender norm segments for men, likely customer vulnerability over time and subjective health and well-being.

Adult males (n = 13,891) from an Australian longitudinal men’s health study were classified using latent class analysis. Conditional growth mixture modelling was conducted at three timepoints.

Three masculinity segments were identified based on masculine norm conformity: traditional self-reliant, traditional bravado and modern status. All segments had likely customer experience of vulnerability. Over time, the likely experience was temporary for the modern status segment but prolonged for the traditional self-reliant and traditional bravado segments. The traditional self-reliant segment had low subjective health and low overall well-being over time.

Practitioners can tailor services to gender norm segments, enabling self-reliant men to provide expertise and use the “Status” norm to reach all masculinity segments.

The study of customer vulnerability in a group usually considered privileged identifies differential temporal experiences based on gender norms. The study confirms customer vulnerability is temporal in nature; customer vulnerability changes over time from likely to actual for self-reliant men.

The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study uses services thinking to investigate customer value in a social marketing consumption situation.

An online, self-completion survey was conducted on n=853 Australian women who were users of breastscreening services.

Experienced users derived higher levels of functional and emotional value than novice users and reported higher levels of satisfaction and behavioural intentions to use the service again. However, path analysis indicated that satisfaction was a stronger driver of behavioural intentions for novice users.

The findings highlight the need to understand and segment target audiences in more meaningful ways beyond traditional demographic segmentation. There is a need to understand the value benefits that target audiences seek and acknowledge that these value and service experience perceptions are likely to change over time as target audiences transition from novice to experienced users. This is useful in allowing health services to consider ways of providing a degree of customisation to target audiences, resulting in higher levels of satisfaction, particularly amongst novice users, leading to behavioural intentions to return.

Two novel approaches are used to understand social marketing behaviour: value theory and a services perspective. Through the examination of experience levels, this study acknowledges the enduring nature of many social marketing behaviours, allowing social marketers to examine differences in target audiences' experiences based on whether they are new to or familiar with a behaviour. This provides a fresh perspective in understanding target audiences in social marketing through an understanding of their value perceptions which influence their behaviour, and how these value perceptions are likely to change over time.

The purpose of the study was to apply Maslow’s hierarchy of needs to understand consumer motivation for preventive health care in India using content analysis.

Content analysis approach which is a qualitative-based approach was adopted. The responses were collected through semi-structured interviews using purposeful sampling method, and the responses were analyzed using content analysis approach. Sub themes and main themes were derived from the data which related to concepts in Maslow’s theory.

The results indicate the following: healthy food, healthy diet and health supplements are the basic need; sustainability of health and fitness and health security relate to safety and security need; feeling of pride in being fit, being a role model of fitness for others and influence of electronic media relate to social and self-esteem need; freedom from disease and peace of mind fulfill the need for self-actualization.

To strengthen the external validity, a mix of alternate research methodologies adopting qualitative and quantitative approach need to be adopted.

This study will help to better understand motivation for preventive health care. It will enable health-care companies to design health-care marketing programs based on Maslow’s theory to motivate individuals to purchase health products. The public health-care departments can issue guidelines based on Maslow’s theory to motivate citizens toward preventive health care.

Maslow’s theory was applied in the context of preventive health care.

Builds on past studies in the USA and assesses the market potential for functional goods through investigating consumer needs and attitudes. Aims to add to past research through: assessing consumer knowledge and beliefs on nutrition and diet‐health relationships; analysing the influence of such knowledge and beliefs of information and sources of information; and evaluating the effectiveness and implications of government preventative health campaigns on purchase behaviour. Concludes that issues regarding personal and national health are extremely important because of the financial costs and human suffering that could be involved; and that functional goods, as a relatively new phenomenon, still need to be examined further with regard to their influence on trust and legitimacy in buyer behaviour.

The students will get a hands on research techniques like mental mapping, laddering and means end chain (MEC) model for value proposition and survey techniques.

Market Research has always acted as one of the major driving force behind the successful launch of any product in any market. There are several evidences of how market research and thorough understanding of the consumers in and out has lead companies reach new peaks and acquire market share. This case deals with a company called Eco-Remedies, based in Nashik, India, which is in the business of providing eco-solutions to different health ailments and also general purpose health supplements like health drinks. The major concentration is on the product called “AnjaNeya-The Graviola fruit drink” from Eco-Remedies, where in different research techniques were used to gather information so that appropriate strategies could be implemented in order to increase the market share of the product and create a strong position in the minds of the customers. The case deals with gathering consumer insights and then developing appropriate positioning strategies for Eco remedies based on consumer value proposition using the MEC theory, mental mapping, blind tests and general consumer survey.

The study is applicable to Masters level Marketing Management and Marketing Research Studies.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Marketing.

Wellness tourism offers opportunities for consumers to explore the self. This paper aims to explore how identity transitions occur in a liminal tourism space – a holistic wellness retreat.

The authors adopt a qualitative methodology, including in-depth semi-structured interviews supplemented by various projective techniques. Following an interpretivist approach, eight consumers were interviewed at the commencement and the completion of a holistic wellness retreat stay. Participant observation was also undertaken during the retreat programme.

The paper shows an identity transition is facilitated by the liminal space of the holistic wellness retreat and further shaped by self-work during the retreat. As participants gain new knowledge on the self and start living “consciously”, they gain a sense of vision, clarity and direction to a new self, wherein identity transition is a starting point and a process of change rather than an end goal.

While much past research views tourism activities as mainly “play”, the findings reveal the holistic wellness retreat experiences as both identity play and identity work. This paper provides theoretical insights into the process from identity play to identity work and what makes this process effective for identity transition.