Best Paper 2012 Track 22 – Business in Asia

Track 22: Business in Asia
Sponsored by University of South Australia: Australian Centre for Asian Business

Paper 297: McDonald’s apology over a pig toy: A cultural territorial clash

Guan Cheng Quek, Institute of Policy Studies,

Peter Ling*, RMIT University,

Guan Cheng Quek and Peter Ling presenting McDonald’s apology over a pig toy: A cultural territorial clashAbstract: McDonald’s introduced a modified Chinese zodiac promotion to celebrate Chinese New Year in Singapore in 2010. Instead of the traditional 12 zodiac animals – rat, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, rooster, dog, and pig – McDonald’s replaced the pig symbol with a Cupid toy because Valentine’s Day fell on the same day as Chinese New Year in 2010 and because the restaurant’s Muslim customers do not consume pork. This paper discusses how and why ethnic groups rejected the zodiac promotion through heated discussions in the media. Following a review of literature on cultural sensitivity and hybrid cultural theories, a Foucault-based framework of discipline-ethics-performativity guided this qualitative text analysis of 97 letters in the Straits Times newspaper plus online postings on Asia One and Channel News Asia.

The emerging theory was that there was a cultural territorial clash of discipline structures, ethical moderation, and identity performance. This paper contributes to literature on business in Asia, as there seems to be little research on pig symbolism in Marketing or on the failure of culturally oriented marketing activities. The implication for practice is that the marketing team needs to consider more carefully the fundamental cultural disciplinary structure, ethics responsibility, and identity performativity in a multi-ethnic country. While McDonald’s zodiac promotion appeared not to have upset the Muslims in multi-racial Singapore, it would be interesting to research whether there was any online backlash in Malaysia and Indonesia, which have a higher Muslim population.

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ANZMAC 2012 Awards–Best Track Papers

Announcing the award winning Best Track Paper for 2012…

Track 1: Brands and Brand Management

  • Francesca Dall’Olmo Riley, Changes in Attitudes and Behaviour (Paper 496)

Track 2: CSR, Ethics and Privacy

  • Lina Tan, John H. Roberts, Pamela D. Morrison, The Effects of Stakeholders’ Expectations in their Evaluation of Corporate Social Responsibility News (Paper 303)

Track 3: International Markets

  • Isaac Cheah, Ian Phau, Effects of “Owned-by” versus “Made-in” for Willingness to Buy Australian Brands (Paper 430)

Track 4: Marketing Education

  • Tania von der Heidt, How to enhance learning-centredness in curriculum: An illustration for first-year Marketing Principles (Paper 117)

Track 5: Public Sector and Not for Profit

  • Suzan Burton, Daniela Spanjaard, Janet Hoek, An investigation of the impact of retail distribution on tobacco purchase and smoking (Paper 448)

Track 6: Relationship and B2B marketing

  • Suvi Nenonen, Kaj Storbacka, Creating a market view for firms moving towards solution business (Paper 485)

Track 7: Research Methods, Metrics and Modelling

  • Chelsea Wise, Joffre Swait, Using Neuroscience to Identify Confusion and Improve Decision Making (Paper 146)

Track 8: Retailing and Private Labels

  • Dave Brown, Nothing Else: The Case of Using the Ingredients Label as Part of the Brand (Paper 111)

Track 9: Tourism, Events and Sports

  • Katharina Hutter, Uta Schwarz, Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010 (Paper 80)

Track 10: Innovation and Entrepreneurship

  • Dean C.H. Wilkie, The Double-Edged Sword of Being the Second Entrant (Paper 411)

Track 11: Social Issues and Sustainability

  • Meagan J. Wheeler, Anne Sharp, Enabling Consumer Carbon Consumption Choice Through Product Labelling (Paper 178)

Track 12: Sales, Supply Chain Management, Logistics

  • Christian Zippel, John Wilkinson, Thomas Vogler, The influence of private labels on cooperation between manufacturers and retailers of fast moving consumer goods in Germany: Exploratory research findings (Paper 540)

Track 13: Digital e-Marketing & Social Media

  • Deon Nel, Christo Bisschoff, Antoinette Bisschoff, Social Media Faces of McLaren Vale Wineries (Paper 393)

Track 14: Services Marketing

  • Liliana L. Bove, Simon J. Pervan, Stigmatised Labour: An Overlooked Service Worker’s Stress (Paper 557)

Track 15: Advertising research

  • Ben Nitschke, Svetlana Bogomolova, A typology of elements used in contextually congruent television advertising (Paper 417)

Track 16: Online and Offline Word-of-mouth

  • Diana Schindler, Reinhold Decker, Analyzing Online Consumer Reviews – Some Remarks on Consistency (Paper 506)

Track 17: Packaging, Pricing and Shopper Research

  • Timothy M Daly, Julie Anne Lee, Geoffrey N Soutar, Playing the bargaining game: competing to win (Paper 470)

Track 18: Media research and planning

  • Emma K. Macdonald, Umut Konus, Hugh N. Wilson, Multi-Touchpoint Customer Segmentation in Relational Contexts: Using a Real-Time Experience Tracking Approach (Paper 524)

Track 19: Consumer choice processes

  • Michael Lwin, Ian Phau, Exploring a New Measure for Reactive Guilt Appeals (Paper 466)

Track 20: Consumer Cross-cultural research

  • François A. Carrillat, Alain d’Astous, Victor Davoine, The sponsor-audience geographical match as a dimension of event-sponsor fit: An investigation in France and Canada (Paper 459)

Track 21: Political Marketing

  • Tiffany Winchester, John Hall, Wayne Binney, Youth Voting Decision-Making: Investigating the Impact of Usage from a Consumer Behaviour Perspective (Paper 364)

Track 22: Business in Asia

  • Guan Cheng Quek, Peter Ling, McDonald’s apology over a pig toy: A cultural territorial clash (Paper 297)
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ANZMAC 2012 Annual Awards

A little something different – the Awards Night captured in full glory (including interjections, heckling, camera guy in the line of shot, and everything else that happens when you give out achievement awards to academics)

Dave Brown, Best Paper of Conference

Overall Best Conference Paper: Dave Brown, Auckland University of Technology, Nothing Else: The Case of Using the Ingredients Label as part of the Brand

Melanie Randle, Emerging Researcher of the Year

ANZMAC Emerging Researcher of the Year: Melanie Randle, University of Wollongong

Andre Bonfrer, Distinguished Researcher of the Year

ANZMAC Distinguished Researcher of the Year Award: Andre Bonfrer, Australian National University

Awarded in absentia, so no photo

ANZMAC-Pearson Emerging  Educator Award: Tania Bucic, University of New South Wales

Steven D'Alessandro, ANZMAC Pearson Distinguished Educator Award

ANZMAC-Pearson Distinguished Educator Award: Steven D’Alessandro, Macquarie University

Ana Mocanu, Doctoral Colloquium Award

ANZMAC Doctoral Colloquium Award: Ana Mocanu, University of South Australia

Malcolm Wright accepting the AMH Best Paper Award

Australasian Marketing Journal Best Paper Award: Malcolm Wright and Deborah Russell, Massey University, Some philosophical problems for service dominant logic in marketing, Australasian Marketing Journal, 20 (3) pp 218-223

Awarded in absentia, so again, no photo

Australasian Marketing Journal Best Reviewer of the Year Award: Jay Weerawardena, University of Queensland

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Posted in ANZMAC, Awards, Best Paper | Tagged awards, best paper, distinguished educator, distinguished researcher, emerging educator, emerging researcher, pearson

Best Paper: Track 15. Services Marketing

The More Compensation the Better? The Nonlinear Relationship Between Compensation Level and Post-Complaint Satisfaction

Katja Gelbrich. Catholic University Eichstätt-Ingolstadt.
Jana Müller*. Catholic University Eichstätt-Ingolstadt.
Yany Grégoire. HEC Montréal.
Holger Roschk. Catholic University Eichstätt-Ingolstadt.

Keywords: complaint management, post-complaint satisfaction, compensation level, curve progression.

This paper examines the curve progression of the relationship between compensation level and post-complaint satisfaction. Drawing on the Law of Diminishing Marginal Utility vs. Prospect Theory, we hypothesize two competing nonlinear curve progressions. Hypotheses are tested through curve estimation procedure based on a 2 by 11 mixed factorial design crossing eleven compensation levels (0% – 200%) and two industries (services vs. consumer goods). For services, the curve appears to be concave: Satisfaction increases to a disproportionally small extent with increasing compensation. For goods, the curve appears to be S-shaped: The highest incremental effect of compensation is reached at about 80% compensation, and the effect becomes negative for compensation greater than 160%. Implications for complaint management theory and practice are discussed.

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Best Paper: Track 23. EMarketing

Modelling the Complexity of e-Loyalty: The Role of e-Value, e-Trust, e-Satisfaction, and e-Commitment

Tania von der Heidt*, Southern Cross University,
Ponirin Ponirin,

Keywords: e-loyalty, e-satisfaction, e-trust, e-value, e-commitment, e-commerce

The increasing competition in electronic commerce pushes e-stores to increase their efforts to keep their online customers loyal. Yet the interplay of factors driving customer loyalty in the online environment is complex and poorly understood. This paper describes a theoretical model of the four main antecedents of e-loyalty e-trust, e-value, e-satisfaction and e-commitment. Ten hypotheses were developed for empirical testing on a sample of 391 online customers in Indonesia. The results indicate that e-loyalty was significantly influenced by all four factors, whereby e-satisfaction had a stronger impact than e-value, e-commitment and e-trust. The theoretical and managerial implications are discussed.

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Best Paper: Track 22. Innovation Entrepreneurship

Salesforce Integration in New Product Development – A Key Driver of New Product Success?

Prof. Dr. Sabine Kuester, Department of Marketing, University of Mannheim, Germany
Prof. Dr. Andreas Hildesheim*, MIB, Department of Marketing, University of Mannheim, Germany

In our study, we investigate the impact of salesforce integration intensity on new product success. Drawing on the resource-based view of the firm, we argue that the company-internal processing of market information provided by salespeople represents a critical resource for the development of successful new products. Data on 269 companies provide empirical evidence that salesforce integration represents a key driver of new product success. This effect can partly be explained by new products? competitive advantage that results from the incorporation of salespersons? market insights. The study also demonstrates that information quality, timing, and environmental turbulence influence the effectiveness of salesforce integration intensity in achieving higher levels of new product performance.

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Best Paper: Track 21. Tourism, Events, Sports and Recreation Marketing

Credibility of Online Reviews and Initial Online Trust in Hotel Services; The Roles of Similarity and Review Quality

Sony Kusumasondjaja. Airlangga University.

As a new type of word-of-mouth media, online hotel review sites have a significant role in travellers? decision making. Despite of growing popularity and adoption among travellers, online reviews are often questioned for their credibility. The purpose of this study is to investigate how review quality and perceived similarity affect travellers? perception of credibility of the reviews and their initial trust in the hotel being reviewed. A survey involving 430 real travellers from 16 countries was conducted in popular tourist destination. Results confirm that (1) review quality affects credibility and initial trust in hotel services; (2) similarity affects credibility and initial trust in hotel services; (3) credibility of online reviews affects initial trust in hotel services.

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Best Paper: Track 20. Incorporating Sustainability in Management and Marketing

How Do Sustainability Labels Influence Consumers’ Choices?

Janet Hoek. University of Otago.
Leah Watkins. University of Otago.
Duncan Hedderley. The New Zealand Institute for Plant and Food Research Limited.

Keywords: Sustainability; front-of-pack labelling; heuristics.

Although consumers’ growing environmental concerns have received detailed attention, the influence of sustainability information on their choices, has not. An on-line study of consumers’ perceptions found some evidence that consumers have stronger preferences for products featuring environmental information presented in the form of a visual heuristic. However, the label format had little overall influence on choice behaviour and price and flavour accounted for most of the variance in respondents’ selections. Although the labels tested performed similarly, the fact consumers use these in conditions favoring peripheral processing, suggests an eco-label featuring visual heuristics may promote sustainable choices more effectively than other options.

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Best Paper: Track 19. Social Marketing

Addressing Barriers to Help-Seeking Behaviour through M-Mental Health Services: A Social Marketing Perspective

Lisa Schuster*. Queensland University of Technology.
Judy Drennan. Queensland University of Technology.

Keywords: social marketing, mental health, self-service, mobile, help-seeking, technology.

Young adults (16-24 years old) have the highest prevalence of mental health problems, yet the lowest rate of help-seeking behaviour. Employing a social marketing lense, this paper seeks to examine the role of mobile digital technology in addressing key barriers to help-seeking for young adults. Social marketing employs the principle of value exchange, whereby consumers will choose a behaviour in exchange for receiving valued benefits and/or a reduction in key barriers, to achieve behavioural goals for social good. The appropriation of mobile digital technology to deliver self-help mental health services (M-mental health services) may reduce the current barriers to help-seeking, such as cost, privacy concerns, inconvenience and access to health professionals. Extant literature, however, offers no empirical support for this proposition. Our research addresses this gap by examining the perceptions of young adults regarding M-mental health services. Depth interviews were undertaken with 15 young adults (18-24 years old), who had self-reported mild-moderate stress, anxiety or depression. The data were thematically analysed with the assistance of NVivo. The findings reveal M-mental health services reduce the barriers to accessing face-to-face help services to a large extent. However, they also present their own barriers to help-seeking that must be considered by social marketers, including negligible cost expectations and service efficacy concerns. Overall, this study highlights the potential of M-mental health services to encourage early intervention and help-seeking behaviour as part of a social marketing strategy to address mental illness in young adults.

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Best Paper: Track 13. Retailing and Pricing

Flow and Impulse Buying in the Traditional Retail Context: A Structural Equation Modelling Approach

Natalie Brici, La Trobe University,
Gillian Sullivan Mort*, La Trobe University,

The main aim of this research was to investigate the relationship between flow and impulse buying in the traditional retail context. Other constructs examined were mood states, self-control and regret product choice. A questionnaire was administered to 1007 consumers (aged 12-80+ years) to examine the relationships between the constructs using structural equation modeling. Seven out of the nine hypotheses were found to be supported, including a positive relationship between flow and impulse buying. These results will benefit retailers; implications are discussed

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