Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch ge... more Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public.
Purpose The purpose of this paper is to present a conceptual framework for employer brand equity ... more Purpose The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship. Findings The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand. Originality/value Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. Th...
• Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this pap... more • Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this paper investigates their ability to facilitate customer brand engagement for the hosting wine brand, and consequently increase customer brand purchase intentions. An understanding of the influence of BMEs is investigated from a cross-cultural perspective, comparing the wine sectors and consumer wine culture within Australia (new world wine) and France (old world wine). •Design/methodology/approach: A survey was conducted in Adelaide, Australia, and Bordeaux, France, at various wine related events. Event attendees were recruited to report on their perceptions regarding experiential components of the event, their level of engagement with the hosting wine brand, and their resulting brand purchase intentions. •Findings: BMEs were found to significantly influence customers' brand engagement and brand purchase intentions in both Australia and France. However, the experience components within the events were found to have differing effects. Australian customers are influenced by cognitive, sensory, and relational components of events, and their increased engagement strongly influences their brand purchase intentions. French customers, however, require pragmatic event experiences to effectively build brand engagement. Their brand purchase intentions are increased by engagement, although not to the same extent as Australian customers. •Practical implications: With an understanding of the experiential components of an event that drive customer brand engagement within these two cultures, wine brands can tailor their events to ensure these experiential components are present, which will lead to a more engaging event experience, with positive brand outcomes.
Marketing literature asserts that many things influence buyers considering whether or not to comm... more Marketing literature asserts that many things influence buyers considering whether or not to commit to a purchase decision. This research paper reports results of a study that examined the interaction between real estate agents and customers at the point of sale of services to be delivered at a future time (engagement of a principal). This paper captures actual commitment to future business by whether or not a sale was made (an agency relationship was established). This paper makes an important contribution in two ways. Firstly, application to real estate agent exchange draws agency theory closer to more general marketing theory away from the more usual strict management, economics or legal contexts. Secondly, by examining the real estate context we provide new evidence to support the modeled relationship of interaction between the sales person and customer to increase our understanding of purchase decisions. Structural Equation Modelling is used to demonstrate that salespeople need to reach a certain level of 'rapport' in order to have a resulting phase transition to negotiation that may contribute to a sale.
ABSTRACT Recent decades has seen continued rationalization in the retail sector and the growth of... more ABSTRACT Recent decades has seen continued rationalization in the retail sector and the growth of ‘big-box’ or ‘category-killer’ store formats leaving the small business struggling to compete and at a loss to determine how it can ‘win’. We propose that a segment of shopper exists that shop at small businesses for specific reasons. Using a choice experiment approach to investigate the reason consumers choose where to shop amongst small, independent and large scale retailers we see this different segment of consumers appear. Best:worse is a choice method that forces choice amongst a range of variables, designed to uncover ‘actual’ reasons for decisions made. This paper finds consumer choice for retail stores types identifies a segment that may assist in the sustainability of smaller stores if they cater to the attributes their target consumers seek. This is a contribution to small business researchers and small business strategy and practitioner effort in the marketing and design of small retailer offering.
• Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this pap... more • Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this paper investigates their ability to facilitate customer brand engagement for the hosting wine brand, and consequently increase customer brand purchase intentions. An understanding of the influence of BMEs is investigated from a cross-cultural perspective, comparing the wine sectors and consumer wine culture within Australia (new world wine) and France (old world wine). •Design/methodology/approach: A survey was conducted in Adelaide, Australia, and Bordeaux, France, at various wine related events. Event attendees were recruited to report on their perceptions regarding experiential components of the event, their level of engagement with the hosting wine brand, and their resulting brand purchase intentions. •Findings: BMEs were found to significantly influence customers' brand engagement and brand purchase intentions in both Australia and France. However, the experience components within the events were found to have differing effects. Australian customers are influenced by cognitive, sensory, and relational components of events, and their increased engagement strongly influences their brand purchase intentions. French customers, however, require pragmatic event experiences to effectively build brand engagement. Their brand purchase intentions are increased by engagement, although not to the same extent as Australian customers. •Practical implications: With an understanding of the experiential components of an event that drive customer brand engagement within these two cultures, wine brands can tailor their events to ensure these experiential components are present, which will lead to a more engaging event experience, with positive brand outcomes.
Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch ge... more Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public.
Purpose The purpose of this paper is to present a conceptual framework for employer brand equity ... more Purpose The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship. Findings The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand. Originality/value Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. Th...
• Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this pap... more • Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this paper investigates their ability to facilitate customer brand engagement for the hosting wine brand, and consequently increase customer brand purchase intentions. An understanding of the influence of BMEs is investigated from a cross-cultural perspective, comparing the wine sectors and consumer wine culture within Australia (new world wine) and France (old world wine). •Design/methodology/approach: A survey was conducted in Adelaide, Australia, and Bordeaux, France, at various wine related events. Event attendees were recruited to report on their perceptions regarding experiential components of the event, their level of engagement with the hosting wine brand, and their resulting brand purchase intentions. •Findings: BMEs were found to significantly influence customers' brand engagement and brand purchase intentions in both Australia and France. However, the experience components within the events were found to have differing effects. Australian customers are influenced by cognitive, sensory, and relational components of events, and their increased engagement strongly influences their brand purchase intentions. French customers, however, require pragmatic event experiences to effectively build brand engagement. Their brand purchase intentions are increased by engagement, although not to the same extent as Australian customers. •Practical implications: With an understanding of the experiential components of an event that drive customer brand engagement within these two cultures, wine brands can tailor their events to ensure these experiential components are present, which will lead to a more engaging event experience, with positive brand outcomes.
Marketing literature asserts that many things influence buyers considering whether or not to comm... more Marketing literature asserts that many things influence buyers considering whether or not to commit to a purchase decision. This research paper reports results of a study that examined the interaction between real estate agents and customers at the point of sale of services to be delivered at a future time (engagement of a principal). This paper captures actual commitment to future business by whether or not a sale was made (an agency relationship was established). This paper makes an important contribution in two ways. Firstly, application to real estate agent exchange draws agency theory closer to more general marketing theory away from the more usual strict management, economics or legal contexts. Secondly, by examining the real estate context we provide new evidence to support the modeled relationship of interaction between the sales person and customer to increase our understanding of purchase decisions. Structural Equation Modelling is used to demonstrate that salespeople need to reach a certain level of 'rapport' in order to have a resulting phase transition to negotiation that may contribute to a sale.
ABSTRACT Recent decades has seen continued rationalization in the retail sector and the growth of... more ABSTRACT Recent decades has seen continued rationalization in the retail sector and the growth of ‘big-box’ or ‘category-killer’ store formats leaving the small business struggling to compete and at a loss to determine how it can ‘win’. We propose that a segment of shopper exists that shop at small businesses for specific reasons. Using a choice experiment approach to investigate the reason consumers choose where to shop amongst small, independent and large scale retailers we see this different segment of consumers appear. Best:worse is a choice method that forces choice amongst a range of variables, designed to uncover ‘actual’ reasons for decisions made. This paper finds consumer choice for retail stores types identifies a segment that may assist in the sustainability of smaller stores if they cater to the attributes their target consumers seek. This is a contribution to small business researchers and small business strategy and practitioner effort in the marketing and design of small retailer offering.
• Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this pap... more • Purpose: Given the popularity of Branded Marketing Events (BMEs) in the wine industry, this paper investigates their ability to facilitate customer brand engagement for the hosting wine brand, and consequently increase customer brand purchase intentions. An understanding of the influence of BMEs is investigated from a cross-cultural perspective, comparing the wine sectors and consumer wine culture within Australia (new world wine) and France (old world wine). •Design/methodology/approach: A survey was conducted in Adelaide, Australia, and Bordeaux, France, at various wine related events. Event attendees were recruited to report on their perceptions regarding experiential components of the event, their level of engagement with the hosting wine brand, and their resulting brand purchase intentions. •Findings: BMEs were found to significantly influence customers' brand engagement and brand purchase intentions in both Australia and France. However, the experience components within the events were found to have differing effects. Australian customers are influenced by cognitive, sensory, and relational components of events, and their increased engagement strongly influences their brand purchase intentions. French customers, however, require pragmatic event experiences to effectively build brand engagement. Their brand purchase intentions are increased by engagement, although not to the same extent as Australian customers. •Practical implications: With an understanding of the experiential components of an event that drive customer brand engagement within these two cultures, wine brands can tailor their events to ensure these experiential components are present, which will lead to a more engaging event experience, with positive brand outcomes.
The proliferation of social media platforms and corresponding consumer adoption in recent years h... more The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social media content and engagement behaviour are presented.
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Papers by Steven Goodman