Marketers debate the big issues

Posted: 2014-06-27 08:59:57 GMT Updated: 2014-06-27 09:02:10 GMT


How celebrities use social media

to build fan loyalty and how guilt

can be used to curb the consumption

of sweatshop products —

these will be some of the fascinating

questions modern marketers

will be debating in Perth next


Curtin University will host the

inaugural three-day Australia

and New Zealand Marketing

Academy Colloquium Mid-Year

Doctoral from Monday. Marketing

doctoral students from

around the world will compete

for the chance to present their research

and receive feedback and

mentorship from globally recognised

academics and industry experts.

Papers will be presented across

the full gamut of marketing, including

branding and consumer

behaviour, strategy, customer relationship

management, communications

and effectiveness.

The line-up of hopefuls includes

WA students, including

Murdoch University PhD student

Marcela Moraes, who is researching

how celebrities influence the

consumer aspirations of their


Her research suggests there is

a relationship between an admired

celebrity’s perceived per

mired celebrity’s perceived personal

traits and a fan’s “ideal selfconcept”,

which makes a fan

more likely to emulate that celebrity’s

consumer behaviour. That

is likely to be influenced by the

fan’s desire for fame, Ms Moraes


“In most Western urban societies

celebrities are everywhere

and escaping the constant media

promotions is very difficult,” she

said in her ANZMAC proposal.

“Due to the proliferation of reality

television types of products

and (the internet)

everybody has the opportunity to

become famous.

“Acquiring fame is perceived

as a viable and desirable goal for

many people.”

Curtin University student Joesoo

Chuah will present his plans

for research into the moderating

role of guilt on the consumption

of sweatshop products.

His study will investigate the

influence of attitudes towards the

social consequences of sweatshop

labour on consumer purchasing

behaviour of luxury

clothing brands. It will also examine

the effect consumer attitudes

to sweatshops have on luxury-

branded apparel generally,

how a consumer’s intention to

purchase luxury goods can be influenced

by the opinions of others

and a consumer’s willingness to

pay more for luxury-branded

goods not made in sweatshops.

Other students will look at how

reality television celebrities use

social media to interact with and

develop loyalty in their fans,

brand attachment in the elderly

and the effect food product and

travel destination authenticity

has on consumer attitudes.

Curtin doctoral student Wesley

Lim will also present his paper on

the modern phenomenon known

as the “fear of missing out” — or

FOMO, as it is referred to online

— and his plans to develop a measurement

scale that could be useful

to marketers.

He is interested in how FOMO

influences consumer attitudes

and purchase intentions, particularly

when it comes to controversial

products, prestige brands,

limited edition products and new


As part of the event, AirAsia X

chief executive Azran Osman Rani

will deliver a keynote address

at Curtin’s Lance Twomey Theatre

at 6pm on Monday. He will talk

about building a distinct brand

and business model that challenged

the aviation industry status


Copyright Agency licensed copy


West Australian, Perth

27 Jun 2014, by Daniel Hatch

Business News, page 82 - 366.00 cm²

Capital City Daily - circulation 160,197 (MTWTF--)

ID 277560652 PAGE 1 of 1



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