This article originated as a contribution to informed debate on public policy issues surrounding a review of New Zealand broadcasting policy. The issue, however, has implications well beyond the New Zealand market. Public debate on broadcasting has frequently centered on calls to: improve the...

Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts within an education setting. Specifically, the...

The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two‐phase study of the New Zealand advertising and marketing...

Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent driver concerns the impact of marketing, and...

Purpose – The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and...

Purpose: Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative...

Purpose – The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences. Design/methodology/approach – A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential...