Papers by Josephine Previte
Journal of Business Research, Jun 1, 2019
To date there is limited research on the role of customer perceived value for reading and giving ... more To date there is limited research on the role of customer perceived value for reading and giving positive and negative electronic word-of-mouth (eWOM) of an altruistic service within a singular study. Further, emotions have been shown to be important in altruistic services, yet there is no investigation of the role of emotional value for eWOM. This paper investigates these gaps by proposing and empirically testing a model with data from an online survey of 366 consumers of an altruistic service (blood donation) using structural equation modelling. The results show emotional value is a central value concept that mediates the relationship between reading eWOM and other value dimensions, whereas altruistic value is shown to be important for giving eWOM. The findings have theoretical importance for understanding the nature of customer perceived value in altruistic services and are also useful to managers of altruistic services seeking to increase eWOM as a customer recruitment and retention strategy.
Social Marketing and Behaviour Change, 2014
This case study illustrates how multi-sector partnerships contribute to social change programmes.... more This case study illustrates how multi-sector partnerships contribute to social change programmes. Discussion focuses on a collaborative, social marketing approach, which involves the participation of industry and government in the development of a social marketing strategy to address Australia’s excessive drinking culture. Deploying influential partnerships that focus on establishing social alliances to affect change is needed in Australia because alcohol use plays a role in the everyday lives of many Australians through a range of rituals, customs, symbols and signs. Whilst responsible use of alcohol is the norm, misuse of alcohol remains a challenge in Australia - particularly amongst certain cohorts. In this context, a behaviour that gives and augments cultural meaning also underpins some damaging behaviours such as binge drinking, risk taking, alcohol use during pregnancy, aggression and violence and so on. Implementing social change to modify these damaging aspects of culture is a complex process that calls upon individuals and communities to alter or abandon behaviours they enjoy, or rituals and practices that are associated with personal beliefs and values. This approach proposes that people act differently in response to planned interventions - such as policy and regulation, social marketing, programmes and campaigns. Partnerships offer an opportunity to develop policies and social marketing solutions that reflect the values of society as whole. Multi-sector partnerships in particular, and those that leverage the knowledge and resources of (government and industry) decision-makers as well as insights from local community representatives, have real possibility of effecting social change.
Consumer behaviour is more than buying things; it also embraces the study of how having (or not h... more Consumer behaviour is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how possessions influence the way we feel about ourselves and each other - our state of being. The 3rd edition of Consumer Behaviour is presented in a contemporary framework based around the buying, having and being model and in an Australasian context. Students will be engaged and excited by the most current research, real-world examples, global coverage, managerial applications and ethical examples to cover all facets of consumer behaviour. With new coverage of Personality and incorporating real consumer data, Consumer Behaviour is fresh, relevant and up-to-date . It provides students with the best possible introduction to this fascinating discipline
Routledge eBooks, Nov 25, 2020
This research investigated the role of mother-centred issues that influence breastfeeding behavio... more This research investigated the role of mother-centred issues that influence breastfeeding behaviours. The need for social marketing research for breastfeeding is indicated by the fact that despite evidence of the health benefits to both the infant and mother of longer breastfeeding duration, rates in developed countries have failed to increase in recent decades. Breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continue breastfeeding. Structural equation modelling was used on a sample of 405 respondents to an online survey. The analysis revealed that personal social support had a significant impact on breastfeeding self-efficacy, which in turn had a significant impact on breastfeeding behaviour. The findings and implications for both social marketing theory and practice are discussed.
Australasian Marketing Journal (amj), Feb 1, 2021
Understanding transformative services, where the consumer is not the primary well-being beneficia... more Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.
It is a well-established finding that sport provides positive mental, physical, and social outcom... more It is a well-established finding that sport provides positive mental, physical, and social outcomes for both adult and youth age groups (cf. Eime, Young, Harvey, Charity, & Payne, 2013a, 2013b). Despite the positive effects of sport participation, cultures of alcohol consumption in some sporting groups mean that young people are frequently exposed to alcohol-related risks. Outside the area of on-field sports performance, very little research has examined how minors (those under the age of 18) are influenced by the behavior of senior team mates, particularly in the area of alcohol consumption...
Social problems involving complex behaviours like drinking and driving need to be addressed by mo... more Social problems involving complex behaviours like drinking and driving need to be addressed by more than downstream behaviour change strategies. Drawing on drink driving as a case study, the following paper explicates the social marketing harm chain which describes the interrelationships between stakeholders at the macro and micro level (e.g. individual, society, industry, and government). The interpretation of 'harm' outlined
Journal of Services Marketing, Dec 23, 2021
Purpose This commentary extends our 2020 11th SERVSIG Panel The moral limits of service markets: ... more Purpose This commentary extends our 2020 11th SERVSIG Panel The moral limits of service markets: Just because we can, should we?, inspired by Michael J. Sandel’s book What Money Can’t Buy: The Moral Limits of Markets. In Sandel’s (2012) book, the pursuit of “the good life” is a common motivation for pushing the moral boundaries of markets and “the good life” is dominated by service consumption. Design/methodology/approach Like Sandel (2012), this commentary begins with a provocation regarding the need for moral development in services marketing. Next, we present three real-life case studies about a modern slavery survivor service, aged care services and health-care services as examples of moral limits, failings and tensions. Findings The commentary proposes four guidelines and a research agenda. As service marketers, we must reignite conversations about ethics and morality. Taking charge of our professional moral development, exercising moral reflexivity, promoting an ethics of care and taking a bird’s-eye perspective of moral ecologies are our recommended guidelines. Morality is an essential condition – a sine qua non – for service marketers. Hence, our proposed research agenda focuses first on the service marketer and embeds a moral gaze as a universal professional protocol to engender collective moral elevation. Originality/value This commentary highlights the need for a moral refresh in services marketing and proposes ways to achieve this end.
Journal of Service Management, Dec 6, 2022
Journal of Services Marketing
Purpose Exoskeletons are characterized as wearable, mechanical orthoses that augment the physical... more Purpose Exoskeletons are characterized as wearable, mechanical orthoses that augment the physical performance of the wearer, enhance productivity and employee well-being when used in value producing contexts. However, limited research involving exoskeleton usage by service employees in frontline contexts has been undertaken within service research. The purpose of this paper is to provide an overview of exoskeleton research undertaken within the context of value-producing roles, introduce exoskeletons conceptually to the service research domain, provide new conceptualizations of service exchange interactions involving physically augmented service actors and propose future avenues of exoskeleton research in alignment with key service theories. Design/methodology/approach A multi-disciplinary structured literature review based on the preferred reporting items for systematic reviews and meta-analyses method was undertaken across a variety of literature fields. A final selection of n = 2...
Marketing Transformation: Marketing Practice in an Ever Changing World, 2017
Despite growing recognition of the contribution of non-profits to the economy and societal well-b... more Despite growing recognition of the contribution of non-profits to the economy and societal well-being (Leo 2013; Lee et al. 2013), they operate in highly competitive environments. This, coupled with their internal resource constraints, has forced NFPs to be operationally innovative to remain financially viable and continue to deliver their social missions. Many NFPs have moved in the direction of undertaking income-generating activities, resulting in new business models of social enterprises and social businesses. Interestingly, in spite of this shift, there are still NFPs which are primarily dependent on the government, donor/philanthropic funding and a large army of volunteers to deliver their services. These organizations rely on their brands, and many such NFPs invest heavily to build and nurture highly visible brands that will communicate and solicit donor support. A case in point is the Surf Life Saving Australia (SLSA), which invests intensively in nurturing its iconic brand and undertakes periodic surveys of donor perceptions to design appropriate marketing communications to reposition the brand.
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Papers by Josephine Previte