Michael Polonsky

Michael Polonsky
Deakin University · Department of Marketing

PhD

About

309
Publications
127,178
Reads
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Citations
Additional affiliations
July 2008 - present
Deakin University
January 2006 - December 2007
January 1996 - December 2007
University of Newcastle

Publications

Publications (309)
Article
Full-text available
Purpose – To achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study investigates the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e., attitudes, locus of control) and inhibiting factors (i.e., apathy and myopia), fo...
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Background Effective migration often requires supports for new arrivals, referred to as settlement services. Settlement services literacy (SSL) is key to ensuring new migrants have the capability to access and utilise the information and services designed to support the resettlement process and achieve positive settlement outcomes. To date, however...
Article
The public sector is a major purchaser for infrastructure materials and therefore is a critical potential buyer of products with recycled material or recovered content, diverting these from landfill, enhancing markets, and supporting recycling and recovery. Understanding barriers and drivers for the public sector is therefore critical, for enhancin...
Article
Purpose This study aims to test the efficacy of the awareness of a transformative health service communication intervention targeted to African refugees in Australia, designed to increase their intentions to participate in blood donation and reduce any identified barriers. Design/methodology/approach Following the intervention launch, a survey was...
Article
Over the past 40 years, successive Australian Governments have developed a comprehensive programme of settlement services (SS) designed to improve settlement outcomes for humanitarian migrants. Many humanitarian migrants do not arrive with the appropriate skills and abilities to fully benefit from available SS. “Settlement services literacy” (SSL)...
Article
Purpose -This study aims to integrate social capital theory and the knowledge-based view of firms to develop and test a theoretical framework of the mechanisms that explain the influence of relational governance (RG) on lead-time performance (LTP) of developing-country suppliers in global value chains (GVCs). The authors distinguish between the rel...
Article
Purpose Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims to use the stimulus-organism-response (S-O-R) model as a theoretical lens to examine whether internal communication (IC) (stimulus) evokes FLEs’ organizational ide...
Article
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Successful settlement and integration are key objectives of migration policy in most host countries, yet ‘immigrant settlement services literacy’ (ISSL) and settlement service utilisation are poorly understood. This review investigates ISSL, a conceptual framework where new migrants develop abilities to know, understand, access, critically navigate...
Article
Purpose The purpose of this paper is to empirically examine the factors driving and mitigating the experienced vulnerabilities of women undergoing the transformative service of in-vitro fertilisation (IVF), and how this influences women’s evaluations and intentions. Design/methodology/approach The conceptual framework was tested using quantitative...
Article
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Purpose This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs. Design/methodology/approach The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based...
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Littering is a widespread problem that has negative consequences for the wellbeing of society and has been discussed in a wide range of subject areas. However, the lack of a unified understanding of the literature on littering presents an opportunity for a synthesis of the literature. This systematic review integrated the findings from 70 journal a...
Article
The study examined whether there was an influence of region of origin, area, or residence prior to migration, religion, and perceived discrimination on the acculturation strategies of sub-Saharan African migrants in Australia. These factors have been found to affect acculturation, given the multi-dimensionality of identify formation. Data were obta...
Article
Purpose This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensio...
Article
Purpose This study aims to explore how the co-created value arising from integrated solutions results in both, intended and spill-over effects. Design/methodology/approach The research uses a qualitative multi-level field study, with data from 12 respondents in 1 supplier firm and 29 respondents from 10 buying firms. Findings The resulting propos...
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Background: Settlement service literacy refers to the ability of migrants to access, understand and critically navigate settlement services. In Australia, increasing numbers of culturally and linguistically diverse migrants require settlement services to assist their transition. However, there are barriers to migrant’s ability to utilise settlement...
Article
Economic upgrading in global value chains is critical for developing economies, as upgrading enhances supplier firms’ performance, employment and economic growth. However, to date there is no valid measure of firm-level upgrading, making it hard to systematically measure and address deficiencies within firms to enhance firms’ performance and nation...
Article
This study examines the subjective quality of life of globally expanding senior citizens post-retirement, from a volunteering perspective. Formal volunteering is one way to engage retired seniors, providing social connectedness and enhanced well-being while potentially reducing their support service needs. It also provides a valuable resource to no...
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The use of ‘eco‐labels’ by businesses, both as communication and positioning strategies, is increasing. For these eco‐labels to be effective, however, it requires consumers to understand and value what eco‐labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco‐labels. Most of these studies h...
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Ethnic/racial minorities are under-represented in blood donor populations in most developed countries. This is of particular concern where minorities differ from a country's majority population in terms of blood or tissue typing, especially where type matching is required for effective management of rare disorders such as sickle-cell disease that r...
Article
The purpose of the study was to develop and test culturally appropriate health promotion materials that were seen to be socially inclusive in regard to blood donation within the Australian-African community. Materials were produced in multiple languages (English, Arabic, Swahili and Kirundi) and were initially developed based on previous pilot data...
Article
Developed countries that accept refugees are obligated, under the UN Convention for Refugees, to integrate refugees into host communities, with inclusion in the health system being pivotal. Integration programs can be difficult though, because many refugees’ home countries have different health systems, lower health literacy, and different expectat...
Article
There is extensive research on service recovery from the customer’s perspective, but not the service professional’s viewpoint. This is surprising, as service professionals are responsible for service recovery that is co-created with the customer in the joint sphere. Thus, this study empirically tested a framework of the antecedents of frontline hea...
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Despite the availability of numerous obesity prevention initiatives in developed countries including Australia, rising childhood obesity levels have been found among migrant communities which contribute to widening obesity-related disparities in these countries. We sought to understand the factors influencing the participation of migrant communitie...
Article
The purpose is to investigate the generalizability of an innovation prowess framework, developed for firms in developed countries, for firms in emerging economies facing tight regulatory regimes. Using a qualitative approach we investigate key informants in six firms, supported by secondary documents and the business press, as well as in-depth orga...
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Research suggests that African migrants are often positively predisposed towards blood donation, but are under-represented in participation. A culturally-tailored intervention targeting the African migrant community in Australia was developed and implemented, to enhance knowledge about blood donation, improve attitudes towards donating, increase in...
Article
The reported failure of organisations to successfully implement social media (SM) within marketing communications is likely to result in competitive disadvantage. An exploratory methodology was undertaken to understand implementation challenges of SM. The methodology drew on grounded theory with the in-depth interviews with senior marketers in the...
Article
Consumers are increasingly concerned about the negative environmental implications of purchasing goods, which in turn shape their behaviour. Yet, there are indications that consumers do not always act on these concerns, causing an attitude–behaviour gap. For consumers to make ecologically responsible purchases, they need relevant product environmen...
Article
This study extends the theory of value co-creation by investigating how collaborative orientation advances value co-creation drivers that benefit both buyers and sellers in competitive markets. With direct field research, conducted in a real-life context, the authors interviewed (using a mirrored, semi-structured protocol) buyer–seller respondents...
Article
Purpose To discuss the potential role of corporate social marketing and identify instances where corporate involvement in social marketing is appropriate. This argument is based on the rationale that there should be a focus on the social outcomes of initiatives rather than which organisations are delivering the message. Design/methodology/approac...
Article
Low-involvement consumption includes the majority of regular purchases by individuals and the community, and collectively these have a substantial negative environmental impact. It is, therefore, an important environmental domain to examine. This research surveys 340 Turkish consumers and examines whether apathy, locus of control and myopia influen...
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Sustainability requires that consumers and organisations consider how their activities impact on the natural environment. The initial marketing discussion of ‘sustainability’ as we now define it was into green consumer behaviour and within the literature in this area has continued to grow. This paper analyses 677 journal articles with a green consu...
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Objective: Childhood obesity is rising among culturally and linguistically diverse (CALD) groups who show poor engagement in obesity prevention initiatives. We examined the barriers and facilitators to the engagement of CALD communities in obesity prevention initiatives. Methods: We used the nominal group technique to collect data from 39 partic...
Article
Nonprofit volunteer motivations have been widely researched and discussed as the sector is volunteer-dependent. For nonprofit, community-based events, volunteers frequently fulfill multiple roles, yet motivations across roles are infrequently studied. This study explores managers’ views of volunteers across roles for Open Gardens Australia and whet...
Chapter
Frontline employees (FLEs) are one of the key sources of competitive advantage (CA) for firms, as consumer experiences and perceptions of firms are influenced by how effectively FLEs deliver services. Firms have adopted internal market orientation (IMO) to ensure FLEs needs and wants are well understood and appropriate ’job products’ are delivered....
Article
Consumer boycotts are triggered by egregious events, but the literature has not distinguished the level of egregiousness from consumers’ preferences or disutility associated with a given level of egregiousness, nor has the literature studied how these two components of egregiousness affect boycott intensity. We provide a model of market-level boyco...
Chapter
Frontline Service employees (FLSEs) are responsible for the effective delivery of services and thus are critical in determining how customers evaluate organizations. Given their focal role in the exchange process it is essential that marketing strategies and programs targeting FLSEs, ensure they (the FLSEs) deliver on organization’s marketing progr...
Article
Purpose The purpose of this paper is to test the efficacy of disclosing unit pricing and increasing the type size of complex terms and conditions in advertising. This is in line with recommendations made by global telecommunications regulators, including in Australia, to protect consumers in selecting mobile plans. Design/methodology/approach The...
Article
Purpose The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms. Design/methodology/approach This study follows the inductive case study approach, and the qua...
Article
Objective. Disadvantaged communities bear a disproportionate burden of childhood obesity and show low participation in childhood obesity prevention initiatives. This study aims to examine the level of readiness of disadvantaged communities to engage with childhood obesity prevention initiatives. Methods. Using the community readiness model, 95 sem...
Article
In the high contact restaurant context, customers frequently “overstay”, which negatively influences focal customers waiting for tables. We examine service recovery of this failure, otherwise termed an “other customer caused failure” (OCCF), by restaurants, and its influence on focal customer complaint intentions to the organization, namely vent an...
Article
Background: Migrants constitute 26 % of the total Australian population and although disproportionately affected by chronic diseases, they are underrepresented in health research. Objectives: To describe trends in Australian Research Council (ARC) and National Health and Medical Research Council (NHMRC)’s funded initiatives from 2002 to 2011 wit...
Article
Purpose – Acknowledgement of the social impact created by organisations has become an increasingly frequent discussion among practitioners. The importance of such value creation cannot be understated, yet in an increasingly competitive funding environment, the need to articulate “true” value is paramount. The purpose of this paper is to examine how...
Chapter
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This chapter presents the fundamentals of “green” marketing by drawing on traditional marketing theory as well as researchfocused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketingtheory and practice that examines the logic for reducing the environmental impact of valu...
Chapter
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Some environmental degradation can be linked back to excesses in human consumption, which is one reason that marketing is frequently criticised for exacerbating the current environmental situation. Enlightened marketers are increasingly seeking to become agents of positive change, ensuring that value for consumers, the firm, society and the environ...
Chapter
Marketing academics are attempting to provide their students with more "real world" learning experiences. One method used to provide this real world experience is the assignment of a student project. These projects usually are designed such that students apply the theory to a real or hypothetical marketing problem. In some universities students are...
Chapter
The paper examines US and Australia/New Zealand marketing academics' perceptions of the most pressing issues for theory, practice, and academia. The analysis suggests there are regional differences relating to marketing practice and thus the globalisation of marketing education might not be possible, if these regional business differences are signi...
Chapter
This chapter presents the fundamentals of "green" marketing by drawing on traditional marketing theory as well as research focused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketing theory and practice that examines the logic for reducing the environmental impact of va...
Chapter
Full-text available
Based on the findings of the nine focus group discussions with 88 participants from the African migrant and refugee community in Australia the chapter overall will examine how African migrants and refuges experiences in both home and host country shape their expectations of blood donation service encounters in Australia. The chapter then proposes a...
Chapter
The relationship life cycle has been central to relationship development literature and has largely assumed that relationship development is an evolutionary linear process. There has generally been limited discussion of the fact that over a relationship’s lifespan it may in fact strengthen, weaken, and even become inactive, which is not the same as...
Chapter
Using content analysis this paper examines entry requirements, degree structure and research opportunities within Australian marketing masters degrees. The study identifies that there is wide variation in offerings, with different degrees striving to achieve varying objectives: training for PhD, advanced studies in marketing, conversion courses for...
Chapter
This paper examines the potential of using service blueprinting to assist non-profit organizations in better managing their donation efficiency by identifying the complexities of the donation process from a customer perspective, which in turn should allow them to better meet the needs of those they seek to assist. A disregard of donors’ expectation...
Article
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Purpose – The aim of this study was to assess whether the removal of blood donation “barriers” facilitates blood donation intentions, using a sample of African migrants, and to identify the implications for social marketing. African migrants are currently under-represented as blood donors in Australia. Some members of the African community have uni...
Article
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The authors evaluate the potential of green marketing and its limitations in solving society’s environmental problems. The streams of research in the green marketing area are reviewed and their assumptions and efficacies are discussed. While green marketing has some positive societal outcomes, on its own it is an insufficient solution to societal e...
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Purpose – This paper aims to investigate business managers’ assessment of stakeholders’ influence on corporate social responsibility (CSR) initiatives. The key stakeholders included “employees” and “unions” as internal and “public”, the “media” and the “government” as external stakeholders. The purpose was to estimate the influence of stakeholders...
Article
Purpose: African migrants are currently under represented as blood donors in Australia. Some members of the African community have unique donation needs that can only be served by this community. The aim of the study was to assess whether the removal of blood donation ‘barriers’, facilitates blood donation intentions using a sample of African migr...
Article
Changing population demographics have important implications for the ability of transfusion services to meet the transfusion requirements of minority groups. In Western countries, differences in red-blood-cell (RBC) antigens between predominantly Caucasian blood donors and recipients from different demographic backgrounds may result in higher RBC a...
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Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context. Design/methodology/approach – Thi...
Article
Marketers use various types of deals to positively influence consumers' product evaluations. Across two experiments, we manipulated print advertisements to examine whether the commonly used deal content of both bundling and time-limited promotions affect consumers' perceived confusion, risk and value. In study 1, the influence of this content was t...
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Full-text available
Purpose – The purpose of this paper is to seek to assess whether online commercial panel volunteering can be segmented based on their motivations, using the volunteer functions inventor. The authors also investigate whether segments exist which differ in demographic characteristics. Design/methodology/approach – The authors survey 484 Australian o...
Chapter
The growth in consumers' interest in and concern about environmental issues has resulted in many organisations developing new products or repositioning existing products to attract "green consumers". Some firms have gone as fas as to specifically integrate a concern for the environmental into their corporate ethos (that is incorporate environmental...
Chapter
There is a growing volume of academic literature examining sports sponsorship. Most of this has examined large organisations use of sponsorship as a promotional tool. This paper takes a different focus and examines the sport sponsorship activities of smaller organisations and is designed to provide a broad overview of small business sport sponsorsh...
Chapter
The development of green products requires that marketers involve a broad set of internal and external stakeholders in the new product development (NPD) process. Their involvement is important, for these stakeholders often have information and expertise outside the organisation’s core domain. This paper examines marketers’ perception of stakeholder...
Chapter
In the late 1980s and early 1990s there has been a renewed interest in green marketing from both practitioners and academics. One of the key problems with examining green marketing is that it often means different things to different people. This confusion results in some organisations having difficultly developing green marketing strategies. One p...
Chapter
A preliminary study of the generalizability of the Personal Selling Ethics Scale (Dabholkar and Kellaris 1992), a twenty-item scenario scale, was conducted using data from eight universities from four countries. Results, presented in Table 1, indicate significant differences between universities (Hotellings F = 5.05, p < .001). All but PSE 9 produc...
Article
The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant litera...
Article
Online self-diagnosis, where consumers engage with technology by applying their knowledge and skills to generate a medical diagnosis without the participation of a health care professional, is commonplace. Although co-creation of value for consumers and e-health service providers (i.e., suppliers of technological interfaces for consumers to self-di...
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Full-text available
This study analyzes arts attendance of six ethnic communities in Australia using social inclusion as a theoretical lens. Qualitative data from 20 interviews and six focus groups (N=37) were examined. Respondents were from established (Italian, Greek), moderately established (Chinese Vietnamese, Indian) and newly settled (African) communities. Four...
Article
This study analyzes arts attendance of six ethnic communities in Australia using social inclusion as a theoretical lens. Qualitative data from 20 interviews and six focus groups (N=37) were examined. Respondents were from established (Italian, Greek), moderately established (Chinese Vietnamese, Indian) and newly settled (African) communities. Four...
Article
It is proposed that consumers fail to make environmentally conscious choices because they do not consider the long-term impact of their actions. This research examines the role of consumers' temporal orientation (past and future) in regard to their environmental orientation and pro-environmental consumer behaviour (PECB), using a representative sam...
Article
Scientific and commercial researchers around the world are relying increasingly on the responder insights obtained from online panels. However, from the researcher viewpoint, what distinguishes a good panel from a bad one is not clear and new metrics need to be developed to consider panel health. Given that online panels are composed of individuals...