2021 |
Ilicic J, Baxter SM, 'Hidden in the Dark: Dim Ambient Lighting Increases Game Play Duration and Total Spend', Journal of Gambling Studies, 37 335-350 (2021) [C1]
It has been suggested that much like commercial environments (e.g., retailing), the situational characteristics of gambling environments form an important determinant of gambling ... [more]
It has been suggested that much like commercial environments (e.g., retailing), the situational characteristics of gambling environments form an important determinant of gambling behavior. However, no research has examined whether ambient lighting in gaming venues can have unintended consequences in terms of gambling behavior. The results of three experimental laboratory studies show that game play duration and total spend increase when ambient lighting is dim (vs. bright). Process evidence suggests that this phenomenon occurs as ambient lighting influences risk-taking, which in turn increases game play duration and total spend. Further, evidence is provided that the effect of dim (vs. bright) ambient lighting reduces risk-taking and subsequent game play duration and total spend when an individual¿s self-awareness is facilitated (i.e., screening between gaming machines is removed). This research has implications in terms of public policy regarding the determination of minimum lighting levels in venues as a means to decrease gambling-related harm. Moreover, while gaming venues can use these insights and their ambient lighting switches to nudge individuals toward reducing their game play duration and total spend, gambling-afflicted consumers can opt for gambling venues with bright ambient lighting and those without screened gaming machines.
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2020 |
Hook M, Baxter S, Kulczynski A, ' I'm like you, you're like me, we make a great brand community! Similarity and children's brand community participation.', Journal of Retailing and Consumer Services, 52 1-9 (2020) [C1]
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Nova |
2019 |
Ilicic J, Baxter SM, Kulczynski A, 'Keeping it real: examining the influence of co-branding authenticity in cause-related marketing', Journal of Brand Management, 26 49-59 (2019) [C1]
We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influ... [more]
We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influences the perceived authenticity of triadic co-branding partnerships (celebrity, brand, and cause). Across three experiments, we demonstrate that celebrity social responsibility increases perceptions of co-branding authenticity, which, in turn, enhances purchase intentions of cause-related products. We demonstrate that co-branding authenticity is a stronger predictor of purchase intentions of cause-related products than co-branding fit. We also determine that the effect of co-branding authenticity on the purchase intention of cause-related products is influenced by consumer self-transcendence values. Consumers high in self-transcendence (i.e., concerned with the welfare of other people) possess greater intentions to purchase the cause-related product when the celebrity is perceived as socially responsible and the co-branding partnership is perceived as authentic. This research has important ramifications for brand managers in the selection of partners with which to form a triadic co-branding partnership for the purpose of enhancing corporate social responsibility.
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Nova |
2019 |
Kennedy A, Baxter SM, Ilicic J, 'Celebrity versus film persona endorsements: Examining the effect of celebrity transgressions on consumer judgments', PSYCHOLOGY & MARKETING, 36 102-112 (2019) [C1]
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Nova |
2018 |
Ilicic J, Baxter S, Kulczynski A, 'Pseudohomophones as brand names: Prioritising the emotionally interesting homophone', European Journal of Marketing, 52 1909-1930 (2018) [C1]
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Nova |
2018 |
Ilicic J, Baxter SM, Kulczynski A, 'Spot the difference: examining facial characteristics that enhance spokesperson effectiveness', European Journal of Marketing, 52 348-366 (2018) [C1]
Purpose: This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source... [more]
Purpose: This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Design/methodology/approach: Two studies were undertaken. Study 1 examined the effect of facial symmetry on source authenticity and endorsement effectiveness. Study 2 investigated the influence of the authentic facial cues of freckles and moles on source authenticity and advertisement attitude, brand attitude and purchase intention. Findings: Findings indicate that source authenticity is the mechanism that explains attitudinal and behavioral judgments toward advertisements featuring asymmetrical spokespeople. The phenomenon observed is due to a proposed source authenticity overgeneralization effect, whereby spokespeople with asymmetrical faces are perceived as more genuine and real which, subsequently, results in more positive attitude toward the advertisement, attitude toward the brand and greater purchase intention than advertisements featuring spokespeople with symmetrical faces. The addition of authentic (biological) facial cues (i.e. freckles and moles) on spokespeople with a symmetrical facial structure, however, can heighten perceptions of source authenticity and the manifestation of the source authenticity overgeneralization effect. Research limitations/implications: This research has implications for marketing managers in the selection and depiction of spokespeople in their advertisements. However, this research is limited, as it only examines the facial feature characteristics of symmetry, freckles, and moles. Originality/value: This research shows that an asymmetrical facial structure can positively influence source, attitudinal and behavioral judgments. This research also identifies that although symmetrical facial structures dilute source- and endorsement-based judgments, the addition of authentic facial cues, freckles and moles, can reverse the negative effects and enhance perceptions of source authenticity, attitude toward the advertisement, attitude toward the brand and purchase intentions.
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Nova |
2018 |
Baxter SM, Ilicic J, 'May the force drag your dynamic logo: The brand work-energy effect', International Journal of Research in Marketing, 35 509-523 (2018) [C1]
We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon ... [more]
We introduce force in dynamic brand logos as a cue to brand work and subsequent brand energy; constructs we develop and distinguish from brand engagement. We argue the phenomenon observed is due to a brand work-energy effect, whereby the depiction of a drag force (opposite direction to motion) in brand logos enhances consumer judgments of brand work, which results in greater perceived brand energy. Taking a Newtonian physics lens, we argue that the presence of a drag force within a dynamic brand logo positively affects an individual's judgment of the brand's work (effort and trying hard) and brand's energy (momentum, power, and drive) and, subsequently, their brand attitude, purchase intention, and actual behavior. Across four experiments we manipulate brand logo design through the absence of force without motion (static logo), the absence of force with motion (kinematic logo), and the presence of force with motion (i.e., gravitational, spring, air resistance, and tension force; dynamic logo). Results demonstrate that the presence of a drag force in brand logos increases brand attitude and behavior. We demonstrate that brand work and brand energy, rather than brand engagement, sequentially explain attitudinal and behavioral judgments derived from brand logo drag force through a brand work-energy effect and a brand energy halo effect. We also determine that a thrust force of air propulsion results in attenuation of our brand work-energy effect, with high magnitude of a drag force enhancing the effect.
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Nova |
2018 |
Baxter SM, Ilicic J, Kulczynski A, 'Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: The effect of iconic brand color priming on brand personality judgments', Journal of Brand Management, 25 384-394 (2018) [C1]
Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exc... [more]
Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.
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Nova |
2018 |
Hook M, Baxter S, Kulczynski A, 'Antecedents and consequences of participation in brand communities: A literature review', Journal of Brand Management, 25 277-292 (2018) [C1]
With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings... [more]
With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.
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Nova |
2018 |
Ilicic J, Baxter SM, Kulczynski A, 'To Meet or Meat? Homophones in Advertising Encourage Judgments and Behaviors in Children', Journal of Advertising, 47 378-394 (2018) [C1]
Despite research on the influence of homophone priming on consumer judgments and behaviors in adults (e.g., the homophone bye primes purchase; target: buy), there is no research t... [more]
Despite research on the influence of homophone priming on consumer judgments and behaviors in adults (e.g., the homophone bye primes purchase; target: buy), there is no research to date on the effectiveness of homophone priming on children¿s judgments and behaviors. We examine the priming effect of homophonous devices in advertising on children¿s (aged six to 13) judgments and behaviors (i.e., the use of the word meet in advertising primes children¿s desire to eat chicken; target: meat). Across three studies we provide evidence that homophonous priming effects decrease with age, whereby younger and less skilled child readers focus on the phonology of words, which results in homophone priming. We show that older and more skilled child readers are better able to process the orthography (spelling) of a word and the meaning of the prime, resulting in homophone priming suppression. We illustrate that facilitating, or prompting, spelling verification in younger children results in their ability to disambiguate the word¿s meaning and, subsequently, suppress the irrelevant homophone. This research has implications for advertisers in terms of the execution of their advertisements to influence young children¿s judgments and behaviors.
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Nova |
2018 |
Ilicic J, Kulczynski A, Baxter S, 'How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers: Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a Duchenne Smile in Advertising', Journal of Advertising Research, 58 51-64 (2018) [C1]
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Nova |
2017 |
Baxter SM, Ilicic J, Kulczynski A, Lowrey TM, 'Using sublexical priming to enhance brand name phonetic symbolism effects in young children', Marketing Letters, 28 565-577 (2017) [C1]
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Nova |
2017 |
Baxter S, Ilicic J, Kulczynski A, 'You see Froot, you think fruit: examining the effectiveness of pseudohomophone priming', European Journal of Marketing, 51 885-902 (2017) [C1]
Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte prime... [more]
Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers¿ product attribute and benefit-based judgments. Design/methodology/approach: Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings: The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications: This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value: This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
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Nova |
2017 |
Kulczynski A, Ilicic J, Baxter SM, 'Pictures are grate! Examining the effectiveness of pictorialbased homophones on consumer judgments', INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 34 286-301 (2017) [C1]
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Nova |
2016 |
Kulczynski A, Baxter SM, Young T, 'Measuring Motivations for Popular Music Concert Attendance', Event Management: an international journal, 20 239-254 (2016) [C1]
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Nova |
2016 |
Baxter SM, Kulczynski A, Ilicic J, 'Ads aimed at dads: Exploring consumers reactions towards advertising that conforms and challenges traditional gender role ideologies', International Journal of Advertising, 35 970-982 (2016)
Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experi... [more]
Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.
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2016 |
Baxter SM, Kulczynski A, Ilicic J, 'Ads aimed at dads: exploring consumers' reactions towards advertising that conforms and challenges traditional gender role ideologies', INTERNATIONAL JOURNAL OF ADVERTISING, 35 970-982 (2016) [C1]
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Nova |
2016 |
Kulczynski A, Ilicic J, Baxter SM, 'When Your Source Is Smiling, Consumers May Automatically Smile with You: Investigating the Source Expressive Display Hypothesis', Psychology and Marketing, 33 5-19 (2016) [C1]
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Nova |
2016 |
Hook M, Baxter SM, Kulczynski A, 'Children's participation in brand-based social networks: Examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend', International Journal of Consumer Studies, 40 552-561 (2016) [C1]
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Nova |
2016 |
Ilicic J, Baxter SM, Kulczynski, 'White eyes are the window to the pure soul: Metaphorical association and overgeneralization effects for spokespeople with limbal rings', International Journal of Research in Marketing, 33 840-855 (2016) [C1]
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Nova |
2016 |
Ilicic J, Baxter SM, Kulczynski A, 'The impact of age on consumer attachment to celebrities and endorsed brand attachment', Journal of Brand Management, 23 273-288 (2016) [C1]
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Nova |
2015 |
Baxter S, Ilicic J, Kulczynski A, 'What s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility', Marketing Letters, 26 525-534 (2015) [C1]
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Nova |
2015 |
Baxter SM, Ilicic J, 'Three's company: Investigating cognitive and sentiment unit imbalance in co-branding partnerships', Journal of Brand Management, 22 281-298 (2015) [C1]
Using a Balance Theory framework, we examine the effect of fit (cognitive unit U balance) and consumer attitudes (sentiment relations) among partners within a triadic co-branding ... [more]
Using a Balance Theory framework, we examine the effect of fit (cognitive unit U balance) and consumer attitudes (sentiment relations) among partners within a triadic co-branding partnership (celebrity, brand, and charity) on consumer advertisement attitudes and behavioural intentions. Extending Balance Theory, we distinguish between two types of sentiment imbalance, namely, positively dominated imbalance (attitude towards two of the three partners is positive) and negatively dominated imbalance (attitude towards two of the three partners is negative). The results of Study 1 show that ad-based attitudinal judgements are enhanced when a fit is achieved among the three co-branding partners, resulting in greater likelihood of purchase. The findings from Study 2 show that when negatively dominated imbalance is experienced, negative ad-based attitudes mirror those of a consistent, yet negative sentiment state. Study 2 also illustrates that attitudinal judgements and subsequent purchase intentions are significantly more positive when a negative sentiment is held towards one partner within a triadic co-branding situation (positively dominated sentiment imbalance). The results of our study suggest that brands are able to overcome negative consumer attitudes by pairing with both a celebrity and a charity to which consumers feel positive sentiments, thus creating a positively dominated imbalanced situation and enhancing ad attitudes and behavioural intentions.
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Nova |
2015 |
Wyllie J, Baxter SM, Kulczynski A, 'Healthy Kids: Examining the Effect of Message Framing and Polarity on Children's Attitudes and Behavioral Intentions', Journal of Advertising, 44 140-150 (2015) [C1]
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Nova |
2015 |
Rayner E, Baxter SM, Ilicic J, 'Smoker's recall of fear appeal imagery: Examining the effect of fear intensity and fear type', Australasian Marketing Journal, 23 61-66 (2015) [C1]
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Nova |
2015 |
Baxter SM, Ilicic J, Kulczynski A, Lowrey T, 'Communicating product size using sound and shape symbolism', Journal of Product and Brand Management, 24 472-480 (2015) [C1]
Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿s physical attribute (size) when presented with brand elements (brand name and brand logo)... [more]
Purpose ¿ The purpose of this paper is to investigate children¿s perception of a product¿s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach ¿ The relationship between sounds and shapes was examined in a pilot study. A 2 _ 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children¿s (from 5 to 12 years) product-related judgments. Findings ¿ Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). Practical implications ¿ When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand¿s name and product attributes, and also the shape of the brand¿s logo and product attributes. Originality/value ¿ This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.
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Nova |
2015 |
Ilicic J, Baxter SM, Kulczynski A, 'Names versus faces: Examining spokesperson-based congruency effects in advertising', European Journal of Marketing, 49 62-81 (2015) [C1]
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Nova |
2014 |
Baxter SM, Kulczynski A, Ilicic J, 'Revisiting the automaticity of phonetic symbolism effects', International Journal of Research in Marketing, 31 448-451 (2014) [C1]
This research extends our understanding of the automaticity of phonetic symbolism judgments for adults and children. Replicating Study 2 from Yorkston and Menon (2004), we demonst... [more]
This research extends our understanding of the automaticity of phonetic symbolism judgments for adults and children. Replicating Study 2 from Yorkston and Menon (2004), we demonstrate that phonetic-based inferences are automatic and relatively effortless for adults, but not for children. Phonetic symbolism effects have a developmental grounding, with initial phonetic-based judgments not present in younger children (6 to 9. years). Older children (10 to 13. years), however, demonstrate phonetic-based effects only when cognitive constraints are not imposed.
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Nova |
2014 |
Baxter S, Lowrey T, 'Examining children's preference for phonetically manipulated brand names across two English accent groups', International Journal of Research in Marketing, 31 122-124 (2014) [C1]
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Nova |
2014 |
Ilicic J, Baxter SM, 'Fit in celebrity charity alliances: when perceived celanthropy benefits nonprofit organisations', International Journal of Nonprofit and Voluntary Sector Marketing, 19 200-208 (2014) [C1]
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Nova |
2012 |
Baxter SM, Perkins AA, 'The presence of violent messages in child-oriented magazine advertising: Considerations for Australian advertising guidelines', Marketing Bulletin, 23 1-8 (2012) [C1]
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Nova |
2012 |
Baxter SM, 'Exploring children's attitudes towards research participation', International Journal of Market Research, 54 455-464 (2012) [C1]
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Nova |
2011 |
Baxter SM, 'It's not kids' play! Reflecting on the child-orientated research experience', International Journal of Market Research, 53 63-74 (2011) [C1]
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Nova |
2011 |
Baxter SM, Lowrey T, 'Phonetic symbolism and children's brand name preferences', Journal of Consumer Marketing, 28 516-523 (2011) [C1]
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Nova |
2011 |
Griffiths MF, Baxter SM, Townley-Jones ME, 'The wellbeing of financial counselors: A study of work stress and job satisfaction', Journal of Financial Counseling and Planning, 22 41-53 (2011) [C1]
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Nova |
2009 |
Baxter SM, 'Learning through experience: The impact of direct experience on children's brand awareness', Marketing Bulletin, 20 1-13 (2009) [C1] |
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Nova |
2004 |
Baxter SM, Rosenberger III PJ, Hementera V, 'Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability', Marketing Bulletin, 15 1-16 (2004) [C1]
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