This study of pre-purchase information search activities provides a useful insight into the use, ... more This study of pre-purchase information search activities provides a useful insight into the use, and perceptions, of the Internet for a number of diverse goods and services, compared to more conventional information sources. The main focus of the study is comparing traditional word-of-mouth interaction with that on the Internet -an activity we term 'word-of-mouse'.
Abstract We report the results of two field experimental studies on the relationship between,stor... more Abstract We report the results of two field experimental studies on the relationship between,store display and sales of a new brand. When the space in a single display was increased, sales tended to increase disproportionately. When,the number,of displays was increased from one to two, the sales effect of the second display was additive.
International Journal of Nonprofit and Voluntary Sector Marketing, 2006
Despite the costs of charity re-branding, there is little research in the public domain of its ef... more Despite the costs of charity re-branding, there is little research in the public domain of its effect on staff. This study addresses that gap in knowledge by evaluating the effects of re-branding large UK charities on staff knowledge, attitudes and behaviour. * A quantitative survey of 465 charity staff was carried out in 10 large UK charities. The study shows that knowledge has benefited most from re-branding although unevenly across different levels of seniority. Length of service has no effect on levels of knowledge but level of support was positively correlated.
Internal Marketing (IM) has been the subject of academic debate over two decades. The discussion ... more Internal Marketing (IM) has been the subject of academic debate over two decades. The discussion has been theoretically biased; there is a gap in empirical research to illustrate and measure the roles and objectives of IM in practice. This study investigates IM within large UK registered charities and attempts to measure its success. This paper also addresses a shortcoming of previous empirical work by focusing on employees' perception of outcomes not just activities.
We present general and specific findings on the effect of word of mouth on brand decisions. The g... more We present general and specific findings on the effect of word of mouth on brand decisions. The general findings cover the main source of information when choosing brands. We report studies covering 23 categories. On average, positive word of mouth (recommendation) was responsible for 31 per cent of brand choice although this proportion varied widely across categories, from 9 to 65 per cent. Personal search accounted for 22 per cent and advertising for 14 per cent. The remainder was attributed to editorial comment in the mass media, sales staff influence and contexts where there was little or no choice.
... Feedback effects of good and service brand extensions: a meta-analysis approach. Pina, Jose M... more ... Feedback effects of good and service brand extensions: a meta-analysis approach. Pina, Jose Miguel, Dall'Olmo Riley, Francesca and Lomax, Wendy (2009) Feedback effects of good and service brand extensions: a meta-analysis approach. ...
Journal of Small Business and Enterprise Development, 2002
Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (W... more Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However we know little about how WOM processes work for small firms, or how owner-managers can influence them.
Journal of Research in Marketing and Entrepreneurship, 2002
Owner-managers of small businesses invariably cite word of mouth recommendations as the principal... more Owner-managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under-developed in this field with little empirical evidence about the recommending behaviour of small business customers and referral groups. The case study of an independent health club reported here illustrates how these processes can be researched and the results used to influence word of mouth recommendations. The ownermanager of the club carried out some basic research on his customer base in order to identify the types of members who were most active in recommending the club, and the stimuli that led to recommendations being made. A key finding was that newer members were more likely to recommend than those who had been members for some time, contradicting the implications of relationship marketing theories that long standing customers generate most recommendations. Membership more than doubled following a number of activities designed to increase recommending behaviour. The most important stimuli to recommendations were believed to be involvement with the club, incentives and experiential factors. The case study indicates that word of mouth strategies benefit from research to find out which customers are recommending the business, what they are recommending about the business and what prompts them to do so.
Abstract Purpose – As staff are vital to successful re-branding, particularly in the charity sect... more Abstract Purpose – As staff are vital to successful re-branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re-branding on staff. This study aims to examine the effect of time on staff ...
... Page 4. 310 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax But, in general, it s... more ... Page 4. 310 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax But, in general, it seems likely that FSL and FSR will be positively related. ... Page 8. 314 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax ...
... As Wisk is a new brand, the IIA assumption is expected to hold and as Table 3 shows, all bran... more ... As Wisk is a new brand, the IIA assumption is expected to hold and as Table 3 shows, all brands, except Daz, lose share in line with their pre-launch positions. If one now examines only those consumers who buy Wisk, the pattern is very similar. ...
The arena of corporate re-branding has seen considerable activity in recent years, with many orga... more The arena of corporate re-branding has seen considerable activity in recent years, with many organisations treating a change of name as a prerequisite to transforming their image. So the Post Office is re-named Consignia, and the Spastics Society is reborn as Scope. Past constraints are relieved by a new name. But, although much has been spent on this process, there is little in the public domain to enable us to benefit from the experiences of these companies.
The International Review of Retail, Distribution and Consumer Research, 1995
We report results from a mail survey of loyalty among supermarket cus-I tomers. Most findings are... more We report results from a mail survey of loyalty among supermarket cus-I tomers. Most findings are consistent with previous research but the study does not support earlier evidence that store loyalty is associated with low economic and educational status. The research shows that store-loyal people i more often come from the 25-44 year-old age group and that they prefer large out-of-town supermarkets.
International Journal of Research in Marketing, 2008
and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS... more and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability. For familiar brands, we find that:
The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used... more The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used to predict sales, profit and share price change. We identify problems with the design of both the NPS and the ACSI. In particular, we find that the NPS does not measure negative word of mouth effectively, and we argue that the ACSI is similarly insensitive to dissatisfaction. This is because ex-customers and never-customers are not sampled in these metrics, and these are the people who express most of the negative sentiments about brands/companies. We propose a method of measuring the effect of word of mouth using the volume and mean impact on purchase probability of both the positive and the negative word of mouth expressed by users of the category.
This study of pre-purchase information search activities provides a useful insight into the use, ... more This study of pre-purchase information search activities provides a useful insight into the use, and perceptions, of the Internet for a number of diverse goods and services, compared to more conventional information sources. The main focus of the study is comparing traditional word-of-mouth interaction with that on the Internet -an activity we term 'word-of-mouse'.
Abstract We report the results of two field experimental studies on the relationship between,stor... more Abstract We report the results of two field experimental studies on the relationship between,store display and sales of a new brand. When the space in a single display was increased, sales tended to increase disproportionately. When,the number,of displays was increased from one to two, the sales effect of the second display was additive.
International Journal of Nonprofit and Voluntary Sector Marketing, 2006
Despite the costs of charity re-branding, there is little research in the public domain of its ef... more Despite the costs of charity re-branding, there is little research in the public domain of its effect on staff. This study addresses that gap in knowledge by evaluating the effects of re-branding large UK charities on staff knowledge, attitudes and behaviour. * A quantitative survey of 465 charity staff was carried out in 10 large UK charities. The study shows that knowledge has benefited most from re-branding although unevenly across different levels of seniority. Length of service has no effect on levels of knowledge but level of support was positively correlated.
Internal Marketing (IM) has been the subject of academic debate over two decades. The discussion ... more Internal Marketing (IM) has been the subject of academic debate over two decades. The discussion has been theoretically biased; there is a gap in empirical research to illustrate and measure the roles and objectives of IM in practice. This study investigates IM within large UK registered charities and attempts to measure its success. This paper also addresses a shortcoming of previous empirical work by focusing on employees' perception of outcomes not just activities.
We present general and specific findings on the effect of word of mouth on brand decisions. The g... more We present general and specific findings on the effect of word of mouth on brand decisions. The general findings cover the main source of information when choosing brands. We report studies covering 23 categories. On average, positive word of mouth (recommendation) was responsible for 31 per cent of brand choice although this proportion varied widely across categories, from 9 to 65 per cent. Personal search accounted for 22 per cent and advertising for 14 per cent. The remainder was attributed to editorial comment in the mass media, sales staff influence and contexts where there was little or no choice.
... Feedback effects of good and service brand extensions: a meta-analysis approach. Pina, Jose M... more ... Feedback effects of good and service brand extensions: a meta-analysis approach. Pina, Jose Miguel, Dall'Olmo Riley, Francesca and Lomax, Wendy (2009) Feedback effects of good and service brand extensions: a meta-analysis approach. ...
Journal of Small Business and Enterprise Development, 2002
Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (W... more Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However we know little about how WOM processes work for small firms, or how owner-managers can influence them.
Journal of Research in Marketing and Entrepreneurship, 2002
Owner-managers of small businesses invariably cite word of mouth recommendations as the principal... more Owner-managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under-developed in this field with little empirical evidence about the recommending behaviour of small business customers and referral groups. The case study of an independent health club reported here illustrates how these processes can be researched and the results used to influence word of mouth recommendations. The ownermanager of the club carried out some basic research on his customer base in order to identify the types of members who were most active in recommending the club, and the stimuli that led to recommendations being made. A key finding was that newer members were more likely to recommend than those who had been members for some time, contradicting the implications of relationship marketing theories that long standing customers generate most recommendations. Membership more than doubled following a number of activities designed to increase recommending behaviour. The most important stimuli to recommendations were believed to be involvement with the club, incentives and experiential factors. The case study indicates that word of mouth strategies benefit from research to find out which customers are recommending the business, what they are recommending about the business and what prompts them to do so.
Abstract Purpose – As staff are vital to successful re-branding, particularly in the charity sect... more Abstract Purpose – As staff are vital to successful re-branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re-branding on staff. This study aims to examine the effect of time on staff ...
... Page 4. 310 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax But, in general, it s... more ... Page 4. 310 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax But, in general, it seems likely that FSL and FSR will be positively related. ... Page 8. 314 Robert East, Kathy Hammond, Patricia Harris and Wendy Lomax ...
... As Wisk is a new brand, the IIA assumption is expected to hold and as Table 3 shows, all bran... more ... As Wisk is a new brand, the IIA assumption is expected to hold and as Table 3 shows, all brands, except Daz, lose share in line with their pre-launch positions. If one now examines only those consumers who buy Wisk, the pattern is very similar. ...
The arena of corporate re-branding has seen considerable activity in recent years, with many orga... more The arena of corporate re-branding has seen considerable activity in recent years, with many organisations treating a change of name as a prerequisite to transforming their image. So the Post Office is re-named Consignia, and the Spastics Society is reborn as Scope. Past constraints are relieved by a new name. But, although much has been spent on this process, there is little in the public domain to enable us to benefit from the experiences of these companies.
The International Review of Retail, Distribution and Consumer Research, 1995
We report results from a mail survey of loyalty among supermarket cus-I tomers. Most findings are... more We report results from a mail survey of loyalty among supermarket cus-I tomers. Most findings are consistent with previous research but the study does not support earlier evidence that store loyalty is associated with low economic and educational status. The research shows that store-loyal people i more often come from the 25-44 year-old age group and that they prefer large out-of-town supermarkets.
International Journal of Research in Marketing, 2008
and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS... more and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability. For familiar brands, we find that:
The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used... more The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used to predict sales, profit and share price change. We identify problems with the design of both the NPS and the ACSI. In particular, we find that the NPS does not measure negative word of mouth effectively, and we argue that the ACSI is similarly insensitive to dissatisfaction. This is because ex-customers and never-customers are not sampled in these metrics, and these are the people who express most of the negative sentiments about brands/companies. We propose a method of measuring the effect of word of mouth using the volume and mean impact on purchase probability of both the positive and the negative word of mouth expressed by users of the category.
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Papers by Wendy Lomax