Pascale Genevieve Quester

Swinburne University of Technology

Background According to the Elaboration Likelihood Model, persuasion can occur via two different routes (the central route and peripheral route), with the route utilized dependent on factors associated with motivation and ability. This study aimed to explore the moderating role of need for cognition (NFC) and perceived relevance on the processing o...

Purpose Consumers seldom consider end-use consumption (reuse or upcycling) when products reach the end of their lifecycle. This study shows that end-use consumption can be encouraged if individuals are primed to think creatively, engage in end-use ideation (imagine end-use) and become inspired by more original ideas. Design/methodology/approach Th...

Purpose-This paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services. Design/methodology/approach-A qualitative phase (Study 1), comprising focus groups of self-identified at-risk gamblers, revealed a series of conceptual themes for advertising st...

Purpose This paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services. Design/methodology/approach A qualitative phase (Study 1), comprising focus groups of self-identified at-risk gamblers, revealed a series of conceptual themes for advertising s...

Specificity of CSR Ties That (Un)Bind Brand Attachment Fernanda M. Romano1, Alua Devine1, Liudmila Tarabashkina1, Geoffrey Soutar1 and Pascale Quester2 Abstract Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachmen...

Research Article: Mixed emotions and credence service use: Insights from at-risk gamblers Abstract Purpose – This research explores the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services. Design – A qualitative phase (study 1), comprised of focus groups of self-ident...

Purpose With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of McGuire’s psychological framework examining the intrinsic and extrinsic motivations (or perceived help-seeking benefits) influencing help-seeking attitudes and behaviour in at-risk gamblers. This paper aims to e...

Londoño et al. (2016) aim to contribute to brand equity literature by introducing the concept of Consumer-Based Brand–Retailer–Channel Equity (CBBRCE) to capture the synergies created by brand, retailer, and channel equity. This commentary discusses their study in light of extant literature and provides alternative viewpoints. Specifically, it focu...

Purpose-With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of the Intrinsic-Extrinsic Model of Motivation in a problem gambling context. In particular, this study examines the perceived help-seeking benefits (PB) influencing help-seeking attitudes (HSAtt) and attitudes tow...

Purpose While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand personality remains limited. This study aims to address this gap and examine how brands with different personality strength benefit from C...

Purpose This study aims to investigate how judgments of firms’ underlying motives are affected by corporate social responsibility (CSR) communication which features percentages of profit allocations to CSR causes. It also examines how firm size interacts with CSR spending allocations affecting motive attributions for firms of different sizes. Desi...

Purpose The purpose of this study is to answer the call for additional detailed research on factors that influence corporate social responsibility (CSR) authenticity by examining how the former is affected by the commonly reported CSR spending allocations expressed as percentages of annual profits. It integrates equity and attribution theories to p...

This research applies McGuire’s Psychological Motives Framework to unlock various cognitive and affective psychological motives (i.e., preservation and growth) that influence health-seeking in at-risk gamblers. Qualitative data was collected via focus groups and analysed in stages using a theme-building approach. Results of qualitative analysis rev...

This study investigates direct impact of perceived help-seeking benefits (PB) on help-seeking behavioural intentions (BI) in at-risk gamblers. Guided by the intrinsic-extrinsic model of motivation and social-cognitive theory, this research confirmed that intrinsic (well-being/health concerns and self-control) and extrinsic PB (social influence) sig...

Relative importance of country of service delivery, country of person and country of brand in hybrid service evaluation: a conjoint analysis approach Daniel Tumpal Hamonangan Aruan, Roberta Crouch, Pascale Quester, Article information: To cite this document: Daniel Tumpal Hamonangan Aruan, Roberta Crouch, Pascale Quester, (2018) "Relative importanc...

Purpose This paper aims to examine the relative importance of country of brand (COB), country of service delivery (COSD) and country of person (COP) in consumer evaluation of hybrid services. Design/methodology/approach Using data (N = 1,071) from Australia, Indonesia and Singapore, a conjoint analysis experimental design explored empirically th...

Computer-tailored interventions, which deliver health messages adjusted based on characteristics of the message recipient, can effectively improve a range of health behaviors. Typically, the content of the message is tailored to user demographics, health behaviors and social cognitive factors (e.g., intentions, attitudes, self-efficacy, perceived s...

Although substantial research has been dedicated to children's understanding of advertising, the role of more diverse marketing purposes (attention capturing, product liking, and informative intentions) still has not been examined in relation to the activation of persuasion attribution among young consumers. Previous research has focused on one per...

This research examines the moderating role of problem gambling status (low-risk gamblers, moderate-risk gamblers and problem gamblers) on the processing of fear appeals in a sample of Australian gamblers. This study uses multigroup comparisons in structural equation modelling (SEM) to test the robustness of the revised protection motivation model (...

This study takes a social marketing perspective to investigate emotional advertising effectiveness by considering impacts of fear, challenge and fear mixed with challenge appeals on help-seeking intentions (BI) in at-risk gamblers. Fear mixed with challenge produced significantly larger BI means in comparison to fear or challenge appeals in at-risk...

Organisations have attempted to transfer the image of their home countries to their product or services for decades (Arpan and Sun 2006). Recent research in international marketing has confirmed that brand’s country of origin (COO) can transmit various things to potential consumers, such as reliability, quality, prestige value and innovativeness. S...

Purpose Currently, it is assumed that understanding of advertisements’ persuasive intent represents the sole factor that children consider during decision-making, which overlooks the role of intrinsic product cues (taste or healthiness) and more complex interaction between the latter and the perceived persuasive intent. Design/methodology/approac...

Purpose – Studies to date have focused on one or very few factors, rather than exploring a host of influences associated with children’s consumption of energy-dense foods. This is surprising as multiple agents are relevant to children’s food consumer socialisation (parents, peers, social norms, and food advertising). This study addresses these gaps...

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertis...

Purpose Studies to date have focused on one or very few factors, rather than exploring a host of influences associated with children’s consumption of energy-dense foods. This is surprising as multiple agents are relevant to children’s food consumer socialisation (parents, peers, social norms and food advertising). This study aims to address these...

http://www.greo.ca/Modules/EvidenceCentre/files/De%20Vos%20et%20al%20(2017)_Examining%20the%20effectiveness%20of%20fear%20appeals%20in%20prompting_Final.pdf

With a sample of Australian at-risk gamblers, this research examines the impact of gender and individual difference in experiential avoidance (cognitive and emotional suppression) on the processing of fear appeals. Study 1, through thematic analysis, explores fear appeal perceptions among at-risk gamblers. The results identify that relevant threats...

Sponsorship has evolved significantly over the past 40 years, away from simple, short-term corporate donations to a highly commercialized and global industry (Walliser 2003). In particular, the sponsorship of sporting properties (i.e. professional teams, leagues, athletes and stadiums) is considered a highly strategic communication tool that comman...

The world is now an international marketplace, with organisations trading in diverse geographical locations. However, the links between organisations and their home countries often remain strong in the minds of consumers (Phau and Prendergast 2000). Indeed, international managers often work to strengthen and gain leverage from these associations, f...

The proposed conceptual framework further advance our theoretical understanding of consumer cognitive, emotional and behavioral processes associated with fear/challenge message appeals in a social marketing context. We integrate disparate areas of knowledge from the fields of psychology and personality research and examine moderating effects of ind...

Research on the interface of innovation and branding is limited. For example, managers receive little guidance regarding how consumers’ perceptions of a brand’s innovativeness affect firm performance metrics such as consumer brand loyalty. Moreover, research examining linkages between innovativeness and customer satisfaction is considered critical....

Creating positive brand experiences by interacting with consumers through hosted events in brand-based communities should enhance brand attachment. The important commercial benefits of consumer brand attachment include positive word of mouth (WOM), attitudinal and behavioural loyalty and a greater willingness to pay a premium price (WTPPP). Typical...

Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach A between-subjects experimental design was used,...

Aim: Previous research has identified convenience, enjoyment, value for money and perceived goodness as primary dimensions of parents' attitudes to foods and beverages. The aim of the present study was to examine the factors associated with parents' scores on each of these attitudinal dimensions to identify key issues for future interventions desi...

The paper describes a recent study in with the reactions to wines of varying alcohol levels by consumers were assessed.

Purpose: Products are continuously innovated to improve organization efficiency and meet consumer expectations. Although satisfying consumer expectations in a society where buyers expect continuous product improvement is imperative to survival in today's competitive environment, consumers reject 50-80% of these innovated products. While this could...

Purpose: To investigate the potential of a brand ambassador, who is the designer or maker of a product, to influence feelings of attachment towards the brand through unscripted co-created brand related events. Design/methodology/approach: Contrary to using paid endorsers via traditional advertising or other forms of promotion, consumers and ambassa...

Purpose – This research examines how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for...

Despite the negative impact problem gambling poses to individuals and society, very little attention has been paid to the available resources of social marketing as an effective prevention tool for raising awareness of problems associated with gambling. The present study addresses this gap. This research investigates the impact of fear mixed with c...

Objectives: To investigate the role of product evaluations, nutritional and persuasion knowledge on children's food choices conducted due to limited evidence about the role of product evaluations on consumer choices in conjunction with cognitive defences. Design: A randomised controlled 2 × 2 factoral experiment with an exposure to a food and a...

http://advertising-marketing.conferenceseries.com/abstract/2015/investigating-emotional-advertising-fear-mixed-with-challenge-appeal-and-its-influence-on-information-processing-modes-and-behavioral-intentions

Business ethics is an area difficult to operationalise. The literature proposes a number of models explaining ethical behaviours but these are seldom of the kind which can be used by marketers in their day-to-day decision making. In this study, based on data collected from 166 firms operating on overseas market, a conjoint clusterwise regression ap...

Effective health interventions rely on a detailed understanding of the target audience’s attitudes relevant to the desired behavioural change. In the context of obesity interventions targeting parents, understanding parents’ attitudes to unhealthy foods and beverages is necessary to overcome barriers to adopting recommended behaviours. The aim of t...

This study examines the respective role of two constructs, love and trust, as drivers of customer loyalty in a business-to-consumer service context. A review of the psychology and marketing literature suggests prominent roles for both love and trust in relation to long-term interpersonal relationships. The likely interaction between love and trust...

To establish enduring and profitable relationships with their client base, service firms generally aim to differentiate their offering on the basis of service quality, a rather elusive concept. As a result of an active stream of research in the area of service and relationship marketing, the issue of measuring Service Quality has been widely debate...

In 1996, the Ssanyong-Musso, a new Korean-made recreational vehicle, was released into the Australian market. The product, distributed through the Mercedes-Benz retail network, was advertised as having a Mercedes-Benz engine. The link between a new unknown brand and a well-established prestigious one, via the explicit promotion of one component, ap...

In a case study of a Sponsorship dyad, Sydney 2000 Olympics Organising Committee, Mr John Moore, and SponsorTelstra General Manager Sponsorship strategy, Mr Rob Smallwood, shared their views on the mutual obligations which the parties of such a relationship should face. This qualitative study revealed unexpected gaps in the respective expectations...

In an exploratory study involving both sides of cross national dyads, two propositions were examined relating to the notion that culture would influence the concept of ‘ideal’ relationship and that initial differences would be reduced over the duration of the alliance. Both propositions received support and there was further evidence that other fac...

Presentation delivered by Svetlana de Vos during the 24 Annual Conference (National Association for Gambling Studies). Session on Public Health Promotions.

http://www.aasm.org.au/wp-content/uploads/2011/11/Social-Marketing-Day-Program.pdf

AimThe aim of this study was to update knowledge about children's exposure to televised food advertising in Australia, providing a more comprehensive examination of children's exposure since the introduction of self-regulatory codes.Methods Two months of food advertisement data from four free-to-air television stations (SBS, Seven Network, Nine Net...

Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online...

With rising pressure on firms to demonstrate social responsibility, and an increasing need to justify corporate expenditure, many firms engage corporate volunteering (CV) programs so as to acquire a market advantage with minimal costs. CV programs develop the human capital of the organisation, whilst also communicating a clear image as a socially r...

Sponsors increasingly shift from large professional to community‐based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community‐based sponsorship may improve CSR image and, in turn, self‐congruity, a key determinant o...

Issues addressed: The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations. Methods: Data were acquired from a national media monitoring company for advertisem...

Research on the interface of innovation and branding is limited. For example, managers receive little guidance regarding how consumers’ perceptions of a brand’s innovativeness affect key firm performance metrics such as consumer brand loyalty. Moreover, research examining linkages between innovativeness and customer satisfaction is considered criti...

Objective: The current study examined the impact of television and Internet food advertising on Australian parents and children. Design: Parents and their children aged 8 to 14 years were exposed to a television advertisement, an Internet advertisement or a control picture for four commonly advertised energy-dense, nutrient-poor foods. Setting:...

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving...

Background The objective of this study was to assess the effectiveness of the Australian co-regulatory system in limiting children’s exposure to unhealthy television food advertising by measuring compliance with mandatory and voluntary regulations. An audit was conducted on food and beverage television advertisements broadcast in five major Austral...

Despite their crucial contributions to the prosperity of national economies worldwide, there is limited knowledge on the international operations of professional service firms (PSFs). The purpose of this paper is to investigate the antecedents of export success of PSFs, taking into account both firm characteristics and market characteristics. Resea...

The ability of food advertising to trigger food consumption and influence social norms relating to food consumption has resulted in increasing attention being given to the prevalence and nature of food advertising. The present study investigated the use of negative themes in food advertisements aired on Australian television to determine the preval...

Introduction and Aims. Current alcohol guidelines in Australia recommend minimising alcohol consumption, especially among minors. This study investigated (i) the extent to which children and the general population are exposed to television advertisements that endorse alcohol consumption and (ii) the themes used in these advertisements. Design and M...

Purpose Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answe...

In 2006 Australia introduced graphic health warnings (GHW) on cigarette packets, depicting a range of tobacco-related pathology. This intervention, controlling the appearance of a consumer product, was designed to raise consumers’ awareness of the harms of tobacco use, motivate quitting, and discourage uptake of smoking. This study applies the reas...

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. Thi...

In 2006, Australia introduced graphic cigarette packet warnings. The new warnings include one of 14 pictures, many depicting tobacco-related pathology. The warnings were introduced in two sets; Set A in March and Set B from November. This study explores their impact on smokers' beliefs about smoking related illnesses. This study also examines the v...

Six focus groups were conducted with parents and children to explore issues relating to the promotion of unhealthy foods to children. While general discontent with food advertising was expressed by parents and children, none of the parents reported ever making a formal complaint and most exhibited a begrudging acceptance of the current rates of...

Purpose In recent decades, R&D networks have proliferated amongst members of universities, businesses, research organisations and government. Despite increases in the complexity and prominence of these networks, empirical studies investigating their performance are still sparse. The purpose of this paper is to fill this gap by investigating the imp...

This study examines the management of innovation networks which has enjoyed increased recognition in the marketing literature due to its growing prominence and relevance. By testing a causal model relating network factors to outcomes, the study contributes to theory development on managing innovation at the net level of analysis. Consequently, it c...

The postmodern consumer often finds authenticity in communities of consumption including those that are based around a focal brand. Two means through which authenticity can be achieved are an individual authenticating act or a collective authoritative performance. Using this dual lens, the contested nature of authenticity within subcultures is expl...

L'objectif de cet article est d'étudier l'impact de la révélation du pseudo-parrainage sur les attitudes envers la marque du pseudo-parrain. À cette fin, une expérimentation a été réalisée. Il en ressort que la révélation influence négativement l'intégrité perçue, L'évaluation affective et l'intention d'achat. L'implication dans L'événement et l'at...

This study examines the effect of ambush marketing disclosure on attitudes toward the ambusher's brand. The results of an experiment conducted to this end show that ambush disclosure negatively influences perceived integrity, affective response and purchase intention. Involvement in the event and attitudes toward sponsorship of an event both modera...

This research extends the consumer-based brand equity measurement approach to the measurement of the equity associated with retailers. This paper also addresses some of the limitations associated with current retailer equity measurement such as a lack of clarity regarding its nature and dimensionality. We conceptualise retailer equity as a four-dim...

Purpose This paper aims to identify how community members of a long‐established service brand, Club Med, negotiate the strategic decision made by management in 2002 to substantially alter the brand positioning. Design/methodology/approach A mixed method approach relied on participant observations, interviews with managers and consumers, and a netn...

This study revisits Ariely and Levav's previous findings in relation to consumers' need for variety when ordering (food or beverages) in a group setting. We examine how group opinion and unanimity can explain consumers' individual choice in a group setting. We hypothesize that the relationship between individual choice and group opinion is nonmonot...

Purpose The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France. Design/methodology/approach Based on a multidisciplinary literature review of the emotional phenomenon, research hypotheses are proposed and...