Brand management and marketing communications
It is now widely accepted that intangible assets such as brands provide the most sustainable source of competitive advantage. Properly managed brands provide a secure stream of income for an organisation, making them an asset. Marketing communication is responsible for creating and maintaining a brand's position in the minds of its stakeholders.
Some examples of research topics in this area include:
- brands, brand relationships and brand management
- direct marketing
- health promotion
- integrated marketing communications
- public relations
- technology-enabled communication.
Our research in brand management and marketing communication has been published in several A* and A ranked journals.
Examples of research projects under this strength are:
Authors: Ken Roberts, Professor John Roberts, Rohan Raghavan, and Professor Peter Danaher, Monash University
This paper runner up for the INFORMS Marketing Science Practice Prize.
Kmart is a household name in many countries around the world. In Australia, Kmart was struggling in the first decade of the new millennium. Profits were meager and store traffic was stagnant. Furthermore, the brand was indistinct, having no strong position among the several discount department stores in the market.
Against this background, Kmart appointed a new CEO and CMO. One of the first steps taken by the new CEO was the introduction of everyday low pricing, as well as major store remodeling. This resulted in some moderate improvement in store visits but the brand message was still vague in the mind of consumers. To address this, Forethought Research undertook a thorough analysis of both the cognitive and affective factors that influence store choice. Affect was captured using a quick but effective method to measure nine key emotions, ranging from surprise to anger. We find that including these emotions significantly improves our model for likelihood to choose a store.
An additional benefit of measuring emotions is that it enabled Kmart's advertising agency to create a television commercial that tapped into the specific emotions that most strongly predict store choice. That is, the model informed the advertising creative, something that is notoriously difficult to achieve successfully. The resulting television commercial proved to be highly effective. Using an econometric model we found that store visits were significantly enhanced, over and above Kmart's usual advertising effects, subsequent to the launch of the new campaign that promoted two of the key emotions. Moreover, compared with store visits levels before the campaign, total annual visits increased by 20% over the next two and a half years, while the number of items sold increased by 42%. Last, EBIT increased by 30%. Interestingly, Kmart's main rival had almost no EBIT growth over the same period, despite vigorous attempts to create advertising interference to counter Kmart's highly successful television commercial.
Journal of Business Research
Authors: Jevons, C. (Monash Business School), Buil, I., Merrilees, W., & de Chernatony, L.
This special issue contains fifteen articles developed from presentations at the sixth annual Thought Leaders' International Conference on Brand Management, held at Università della Svizzera italiana in Lugano, Switzerland in April 2010. The conference received 154 submissions and following a double blind reviewing process, a little under half of these, 75 papers, were accepted and presented at the conference. The authors of the accepted conference papers had the opportunity to revise their papers after the conference and submit them for possible inclusion in this special issue. A further round of rigorous double-blind reviewing resulted in the selection of these fifteen articles. This introduction presents an overview of this thought-leading research into brand management.
Journal of Advertising Research
Authors: Christodoulides, G., Jevons, C. (Monash Business School), & Bonhomme, J.
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers' perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.
Australasian Marketing Journal
Authors: Ethan Rayner, Stacey M. Baxter and Jasmina Ilicic (Monash Business School)
This study examines the effect of fear intensity and type of fear on smokers' recall of fear-based graphic stimuli. A 2 × 2 factorial design manipulates fear intensity (high vs. low) and fear type (physical vs. social). Results show high intensity messages promote superior recall, with recall heightening when the message also depicts physical harm. This study also shows that viewing time moderates the interaction effect of fear intensity and fear type on recall. Findings demonstrate that smokers report greater recall when exposed to highly intense messages that depict physical harm, with the effect only significant when viewing time is low. We argue that high intensity physical harm messages encourage greater message recall when viewed for only a short period due to shock arousal.