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Article
Publication date: 1 July 2003

Mark D. Uncles, Grahame R. Dowling and Kathy Hammond

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives…

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Abstract

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat‐purchase markets is shaped more by the passive acceptance of brands than by strongly‐held attitudes about them. From this perspective, the demand‐enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand‐side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.

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Journal of Consumer Marketing, vol. 20 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 December 1996

Kathy Hammond, A.S.C. Ehrenberg and G.J. Goodhardt

Although market segmentation is widely described as a major marketing tool, questions whether brands which are broadly similar and competitive are bought by identifiably different…

19188

Abstract

Although market segmentation is widely described as a major marketing tool, questions whether brands which are broadly similar and competitive are bought by identifiably different consumer segments. Notes that few, if any, examples of marked brand segmentation are cited in the literature. Reports on a new international study of the characteristics of brand purchasers in over 20 grocery product categories using consumer panel data, which reveals that there is little brand segmentation. Finds that the consumer profiles of competitive brands differ little in terms of the commonly‐used classification measures such as socio‐demographic characteristics, and that brands in the same product category tend to be bought by similar kinds of people.

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European Journal of Marketing, vol. 30 no. 12
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 31 October 2002

Anita Elberse, Patrick Barwise and Kathy Hammond

In this chapter, we review research on the Internet's impact on ‘horizontal’ and ‘vertical’ competition. First, focusing on horizontal competition, we examine theory and empirical…

Abstract

In this chapter, we review research on the Internet's impact on ‘horizontal’ and ‘vertical’ competition. First, focusing on horizontal competition, we examine theory and empirical evidence on the extent to which the Internet increases market efficiency, as well as possible underlying explanations for the observed empirical patterns. Second, turning to vertical competition among market players within the value chain, we analyze the extent to which the Internet leads to ‘disintermediation'’ ‘reintermediation’, or other forms of value chain reconfiguration. We find little support for early predictions that the Internet will have a dramatic impact on horizontal and vertical competition.

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The Economics of the Internet and E-commerce
Type: Book
ISBN: 978-0-76230-971-9

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Book part
Publication date: 31 October 2002

Abstract

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The Economics of the Internet and E-commerce
Type: Book
ISBN: 978-0-76230-971-9

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Article
Publication date: 1 November 2009

Mark Hofer and Kathy Swan

Social studies educators have displayed an interest in student-created multimedia, including digital documentaries. The research community has responded with a small but growing…

41

Abstract

Social studies educators have displayed an interest in student-created multimedia, including digital documentaries. The research community has responded with a small but growing body of studies, but the literature to date has not explored students‘ perspectives on these assignments. This study combined classroom observations, document analysis, and student interviews to examine students‘ views of technology, the curriculum, and their final products. The findings reveal that students come to technology-based, content-driven assignments with prior conceptions of both the technology and the content. These expectations shape student actions and transform the assignment, in some cases surpassing curricular expectations. Evidence from students‘ products, classroom observations, and interview data, however, also suggest that student agency was limited by the classroom reality of mimetic learning. The results of this study have various implications for teacher educators and educational researchers interested in leveraging technology to improve learning. They must acknowledge the dynamic nature of classroom interaction and the impact student choices have on Technological Pedagogical Content Knowledge (TPACK). Technology integration occurs in the operational curriculum, often in unpredictable ways. Based on our study we know that student preconceptions and desires impact the learning goals. By better under-standing the role of student agency, teachers can plan for instruction that uses digital history to effectively teach content.

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Social Studies Research and Practice, vol. 4 no. 3
Type: Research Article
ISSN: 1933-5415

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Article
Publication date: 1 March 2007

Kathryn M. Obenchain, Bob Ives and Launie Gardner

This study examines one social studies teacher’s experience developing and implementing an Experiential Education-based (EE) curriculum and her reflection on the experience of…

14

Abstract

This study examines one social studies teacher’s experience developing and implementing an Experiential Education-based (EE) curriculum and her reflection on the experience of putting theory and research into practice. Using a qualitative case study research strategy, we focused on the single case of the teacher’s experience. We identified four categories related to the implementation of EE elements into her classes: (a) teacher’s values, (b) students’ values, (c) teacher directedness versus student directedness, and (d) accountability. We used the teacher’s values as the central category for our discussion to explore how these values conflicted and coordinated with manifestations of the other categories. Through this study, we learned more about the importance of teachers as researchers and the value of university and school collaboration. However, the critical result was the disconnect between what is valued by the teacher and what is assessed and the need for a continued examination of this issue.

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Social Studies Research and Practice, vol. 2 no. 1
Type: Research Article
ISSN: 1933-5415

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Article
Publication date: 1 March 2010

Mark Hofer and Kathy Swan

Challenging students to create digital documentary films in history courses engages students in both mastery of content knowledge and higher order thinking experiences. Teachers…

25

Abstract

Challenging students to create digital documentary films in history courses engages students in both mastery of content knowledge and higher order thinking experiences. Teachers considering this type of work must contend with the focus on standards-based testing, a wide breadth of content to be covered, the challenge of finding relevant primary source materials, and restrictions related to copyright and Fair Use. This paper explores a resource site for teachers, Digital Docs in a Box, that attempts to mediate some of these concerns and support their students in the creation of digital documentaries. First, we explore the rationale for student creation of digital media, the challenges inherent in these endeavors, and the creation of the resource site. We then overview the structure and use of the site, with an illustration of how a practicing teacher would use one of the documentary kits in the classroom.

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Social Studies Research and Practice, vol. 5 no. 1
Type: Research Article
ISSN: 1933-5415

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Book part
Publication date: 29 May 2018

Kathy Davis, Halleh Ghorashi, Peer Smets and Melanie Eijberts

Abstract

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Contested Belonging: Spaces, Practices, Biographies
Type: Book
ISBN: 978-1-78743-206-2

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Article
Publication date: 5 January 2015

Sharon Dotger and Deborah Walsh

– The purpose of this paper is to report on elementary students’ observational drawings, which were produced from two science lesson study cycles.

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Abstract

Purpose

The purpose of this paper is to report on elementary students’ observational drawings, which were produced from two science lesson study cycles.

Design/methodology/approach

The authors collaboratively studied student work from two science research lessons. The authors evaluated 50 students’ science notebook entries, paying specific attention to their observational sketches. The authors wanted to understand how fourth grade students approach observational drawing in science class to better inform science and art pedagogy.

Findings

Students represented their observations in a variety of ways. The structure of the lessons might have influenced students’ drawings, as did students’ orientation when constructing their representations.

Research limitations/implications

This research is limited in that it only analyzes observational drawing from two research lessons.

Practical implications

Through cross-disciplinary collaboration between a science educator and an art teacher, the authors developed shared ideas that were applicable in both spaces. In the near term, the authors have each changed the instructional practices to include more observational drawing.

Social implications

This paper could impact public attitudes about the inclusion of science and art in the elementary curriculum. The authors would expect that through articulating the purpose of observational drawing for the artist and the scientist, the public would be more supportive of teaching these skills in school.

Originality/value

This paper documents teacher learning across two content areas which students have limited access to in the USA during elementary school. It explains how science and art share objectives and can thus advocate for each other’s inclusion in the school day.

Details

International Journal for Lesson and Learning Studies, vol. 4 no. 1
Type: Research Article
ISSN: 2046-8253

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Article
Publication date: 8 August 2022

Cuong Pham, Bo Pang, Kathy Knox and Sharyn Rundle-Thiele

Graphic health warnings (GHWs) on tobacco product packaging constitute one component within a multifaceted set of tobacco control measures. This study aims to understand whether…

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Abstract

Purpose

Graphic health warnings (GHWs) on tobacco product packaging constitute one component within a multifaceted set of tobacco control measures. This study aims to understand whether consumers’ attention to GHWs will be associated with recall and quit intentions, using Australia as the case for this study.

Design/methodology/approach

Using the 14 GHWs currently in market as visual stimuli, non-probability intercept sampling was conducted, eye tracking and post-survey datasets were collected from a total of 419 respondents across three Australian cities.

Findings

Results show the front graphic image areas draw initial attention and the Quitline message area holds the longest attention duration. Attention is highly correlated with better quality of recall of health warning information, emotive responses, believability ratings among smokers and smokers’ perception of health risks and quit intentions. Associations are also noted with perceived health risk and quitting intentions.

Originality/value

To the best of the authors’ knowledge, this is the first study that has objectively tested the effectiveness of in-market tobacco GHWs in Australia and highlights eye tracking as a valid measurement approach that can enhance and drive new insights to evaluate consumer behaviour towards visual stimuli. This study extends new knowledge around the physiological relationships between viewing behaviours, health vulnerability perceptions and intentions to quit smoking, which has theoretical implications for the extended parallel process model which underpins this research.

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