Aaron Gazley

The effects of location-based-services on consumer purchase intention at point of purchase

Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers. Findings – Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes. Research limitations/implications – Future research could consider more widesp...

Measuring Customer Based Brand Equity using Hierarchical Bayes Methodology

In this paper, we propose a method to measure brand equity in a product category at the individual level that allows managers to parcel out brand equity into its respective components and estimate the relative importance of these components. The monetary equivalent value for each of the sub-components of brand equity is calculated. Two new measures for evaluating the long-term health of a brand are also proposed. A nested design based on conjoint methodology, coupled with a hierarchical linear Bayes model, is used to estimate brand equity. The methodology is applied to the Television category and its applicability to managerial decision-making is shown.

Like it or not: differences in advertising likeability and dislikeability within Asia

Purpose – The purpose of this paper is to examine Asian consumers attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and disliked ads and the cultural differences that influence these relationships.Design/methodology/approach – A matched sample of young consumers from four Asian cities was asked to nominate ads that they both liked and disliked. They also provided reasons as to why they were liked and disliked and the effect this had on their purchase intentions. The results were analysed using multiple and logistic regression.Findings – Findings show that ad likeability increases if people feel that advertising provides something to talk about. Conversely, people who find advertising annoying have higher ratings of ad dislikeability. Results also show that a close relationship exists between liking (disliking) television ads and buying more (less) of the advertised products. However, differences exist between Asian cities.Practical impl...

Theorising change and stability in service ecosystems: a morphogenetic approach

ABSTRACT Service scholars are recognising the complex, adapting, and dynamic nature of value creating service systems. There remains an opportunity to explore the dynamic properties of these multilevel systems and build explanations of how these complex systems change and stabilise providing the context for value creation. This paper builds on the continuing work and use of sociological theory in these efforts and argues for an alternative meta-theoretical approach and accompanying framework. Together this contribution provides a basis for building midrange theory to address the stabilising (morphostatic) and change inducing (morphogenetic) mechanisms in service ecosystems.

Marketing systems: critical realist interventions towards better theorizing

Marketing systems research has the potential to contribute to the well-being of individuals, communities and our environment but we need to ensure that we do not mechanistically apply inadequate approaches. This article identifies tensions and limitations within the developing marketing systems theory and literature. Using the tools of critical realism (CR), we aim to critique the omissions in the metatheory of marketing systems research and then put forward CR to reconstruct a more comprehensive basis for the development of marketing systems theory. We draw attention to the failings of current metatheory in its use of conflationary approaches to theorizing before setting out the features of a CR informed study of marketing systems.