Management and Marketing - Research Publications

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    The impact of market characteristics on order-of-brand entry strategy: An empirical study
    CHMIELEWSKI, DA ; LUKAS, B ; WIDING, RE (American Marketing Association, 2005)
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    Export planning orientation and its antecedents: Evidence from exporting IT products
    Lukas, BA ; Whitwell, GJ ; Hill, P (ELSEVIER SCIENCE INC, 2007-12-01)
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    Country-of-origin contingencies Competing perspectives on product familiarity and product involvement
    Josiassen, A ; Lukas, BA ; Whitwell, GJ ; Phau, I (EMERALD GROUP PUBLISHING LTD, 2008-01-01)
    Purpose This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of competing hypotheses, the alternative possibilities by which product familiarity and product involvement may influence the importance that consumers place on COO image when they evaluate products. Design/methodology/approach Data were gathered from 388 consumers in Australia across four different product classes. Data analysis was conducted using hierarchical regression analysis with interactions and post hoc slope analysis. Findings Overall, the study findings suggest that the importance that consumers place on COO image when they evaluate products is contingent on the product context. Specifically, the study findings show that consumers consider COO image to be more important for their product evaluations when they evaluate products from less familiar product categories and are less involved with the products that they are evaluating. An additional variable included in the study, product origin congruency, was found to enhance the importance that consumers place on COO image when they evaluate products. Originality/value There are competing views in the literature as to how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products. This study further clarifies the moderating role of product familiarity and product involvement. The study also examines the potential moderating role of product origin congruency in a survey for the first time.
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    The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective
    Seno, D ; Lukas, BA (Emerald, 2007-02-27)
    Purpose The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding. Findings The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement. Originality/value Research contributions and directions for future research are provided.
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    How can a shareholder value approach improve marketing's strategic influence?
    Lukas, BA ; Whitwell, GJ ; Doyle, P (ELSEVIER SCIENCE INC, 2005-04-01)
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    Stock analysts' assessments of the shareholder value of intangible assets
    Whitwell, GJ ; Lukas, BA ; Hill, P (ELSEVIER SCIENCE INC, 2007-01-01)