Jill Sweeney

Industry type, culture, mode of entry and perceptions of international marketing ethics problems: A cross-cultural comparison

The authors investigate the differences in ethical perceptions of Australian and Hong Kong international managers. Ethical perceptions are measured with respect to different industry types, cultures and modes of entry into international markets. Mode of entry refers to how firms select to enter foreign markets. Modes of entry include: exporting (indirect or direct), contractual methods (licensing and franchising) and via direct foreign investment (joint ventures and wholly-owned subsidiaries). It was determined that culture and mode of entry have a significant effect on the perception of ethical problems.

Factors enhancing word-of-mouth influence: positive and negative service-related messages

Purpose – This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouths (WOM) influence. The study also sought to address the impact WOM had on changes in peoples willingness to use a service provider. Design/methodology/approach – A total of 495 consumers who had received positive WOM and 505 who had received negative WOM in the prior 12 months completed an online survey. The sample was recruited through a national online consumer panel provider. Findings – Positive WOM was more effective and positive WOM messages had a greater effect on peoples willingness to use a service than did negative WOM. Paradoxically, the strength of WOM and interpersonal factors had more impact on the influence of negative WOM, while brand equity enhanced positive WOM and acted as a buffer to negative WOM. Research limitations/implications – The study was conducted in a services context and may not necessarily be generalizable to product contexts. Furth...

Epilogue to the Special Issue and reflections on the future of engagement research

We are confident this Special Issue will generate scholarly discussion and debate, as well as act as a catalyst in advancing marketing-based engagement research. We thank each of the contributing authors, and in this commentary, synthesise our key reflections regarding the current state of engagement research, and identify key areas for further research in this area, which emanate from this Special Issue.

The effect of cues on service quality expectations and service selection in a restaurant setting: A retrospective and prospective commentary

Purpose The purpose of this paper is to revisit our original paper published over 20 years ago and reflect on its purpose, contribution and what we can glean that might have implications for future research. Design/methodology/approach A Google Scholar search showed that the article was cited 74 times. We discuss some of the contexts in which it was cited and identify two research themes that have emanated from this paper and hold promise for future research. Findings We discuss two of the several contexts in which our research is discussed. These include the differential ways in which cues are used in a services context, including the ways in which different cues are used to evaluate services and how cues are used to develop consumer expectations. Originality/value The study, which was cited 74 times according to Google Scholar, was formative in terms of discussion of, for example, how a variety of cues influence customer expectations and service evaluation, and how categories of cues, such as marketer controlled versus non-marketer controlled and personal versus non-personal, impact outcomes. The retrospective analysis was helpful in both reflecting on the status quo on some of these issues and suggesting directions for future research.

What Areas of Research are Most Likely to be Important/Useful for ANZ Researchers to Pursue?

Abstract This paper compares Australia and New Zealand academic marketing publications with those of the two regions that dominate in terms of research productivity - North America and Europe. Comparisons, based on the two-year period 1998-1999, are made in terms of major journals in each region and also the origin of the author. Additionally, ANZMAC conference publications were examined. Important differences are identified. In addition questions are raised as to our future - whether to adopt a “mix it” approach, researching areas that are similarly pursued in North America or Europe or whether to take advantage of unique characteristics of our region and develop expertise on a particular theme.