An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relations ....An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relationship with the other dimensions of brand loyalty. The proposed project will be the first application of a prototype approach and one of the few studies to use quantitative longitudinal research techniques to further understanding of what brand loyalty is and how it develops.Read moreRead less
The initiation and maintenance of plasma and platelet donation in Australia: An analysis of the role of donor identity and commitment. Australia strives to be self-sufficient in the provision of plasma and platelets in a context where demand is forecast to grow. Our research will be of significant social and applied benefit to Australia in identifying the key psychosocial determinants of plasma and platelet (apheresis) donation initiation and maintenance. In addition, our research will design an ....The initiation and maintenance of plasma and platelet donation in Australia: An analysis of the role of donor identity and commitment. Australia strives to be self-sufficient in the provision of plasma and platelets in a context where demand is forecast to grow. Our research will be of significant social and applied benefit to Australia in identifying the key psychosocial determinants of plasma and platelet (apheresis) donation initiation and maintenance. In addition, our research will design and assess practical interventions to facilitate the recruitment and retention of apheresis donors. Greater understanding of the determinants of apheresis donor behaviour will help to increase the numbers of Australians choosing to become regular apheresis donors. This will allow Australia to ultimately meet its goal of self-sufficiency in providing critical medical resources.Read moreRead less