Research

Marketing

Two main themes drive our research. The first relates to Consumer Behaviour, and includes research projects related to novelty and loyalty, guarantees, self-service technologies and complaining behaviour, online marketing, and relationship value. The second relates to Organisational-level Marketing, and focuses on marketing research and return on marketing investment, market fit/orientation, marketing competencies, marketing ethics, and brand value. Research is conducted using advanced qualitative and quantitative techniques, and published in leading international journals.

Research staff

Key Research Projects

Australian Research Council (ARC) - Linkage Project

Project Title: Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument.

2003: $28,033
2004: $28,033
2005: $28,033
Industry Partner: Geelong Football Club Limited
Chief Investigator: Professor Robin Shaw

This project is examining three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model being studied in this research project are: the sponsor's decision-making process, e.g., the determination of return on investment (ROI) in this alliance; the value of this association, e.g., the sponsee's brand value to the sponsor; and the sponsee's decision-making process, e.g., the determination of ROI in this alliance.

Australian Research Council (ARC) - Linkage Project

Project Title: A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance.

2003: $28,033
2004: $28,033
2005: $28,033
Industry Partner: Ford Motor Company of Australia Limited
Chief Investigator: Professor Robin Shaw

The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus is on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not principally on the role of the formal educational system in delivering potential employees with general marketing knowledge. Primary research is being conducted among Ford Marketing employees, and among Ford suppliers and dealers, in a dynamic environment, over several years.

Research Grants

2004-2008

Project: Antecedents of Public Involvement with Australian Heritage: Marketing and Performance Measurement
Funding body: Department of Environment and Heritage
Chief Investigator: Associate Professor Heath McDonald

A research partnership has been created between the DBS and the Australian Department of Environment and Heritage (DEH) to undertake a coordinated and strategic series of marketing research activities over a period of up to five years. The overall aim of the partnership is to produce research that will assist the DEH to make, primarily, marketing decisions in relation to the implementation, communication and maintenance of the federal and state governments' heritage programs. At present, it is envisaged that the partnership will last for up to five years, with the inclusion of continuing projects and new projects as the partnership progresses.

2003-2008

Project: Why Women Shop
Funding Body: Deakin University, Michigan State University, Monash University
Chief Investigator: Dr Stella Minahan

A research collaboration has been established with Professor Pat Huddleston of Michigan State University to continue a series of projects relating to women and retail consumer behaviour. The overall aim of the collaboration is to produce research that is use to the retail industry generally and to scholars of consumer behaviour specifically. At present, data collected in the USA in 2006 is being presented to conferences and prepared for journal publications. It is hoped to extend data collection to S.E.Asia in the period 2010-2012.

2004+

Project: Modelling Influences on Membership Behaviour for Australian Football League Clubs
Funding body: Australian Football League Clubs
Chief Investigator: Associate Professor Heath McDonald

This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organisations, specifically on feelings of involvement and identification. An initial survey will be used to estimate the relationships between aspects of individual-organisational identification and marketing activities, and organisational affiliation, in the context of Australian Football League club membership, conducted in partnership with 12 AFL clubs.

Higher Degree by Research Students

Mr Steve Ogden-Barnes BA(Hons) MA
Thesis title: Sweepstakes, competitions and contests: an analysis of strategies, mechanisms and management decision -making in the Australian consumer marketplace.

Mr Nicholas McClaren
Thesis title: Decision making in marketing situations having ethical content

Mr Marcin Pont
Thesis title: Marketing research, market orientation, and organisational performance

Ms Lori Shore
Thesis title: Employee competence and marketing performance: an empirical investigation

Ms Helen Slattery
Thesis title: Brand value, sporting sponsorship and return on marketing investment