Alan Pomering - Academia.edu (original) (raw)

Journal Articles by Alan Pomering

This article provides a brief review of nation branding, tourism and national identity literature... more This article provides a brief review of nation branding, tourism and national identity literature. The identity of Indigenous Australians, in relation to the broader national identity, is examined. A discussion of Australia ’ s recent tourism destination marketing follows. A feature of this destination marketing is an advertising campaign in which postcolonial Indigenous Australian identity is staged as authentic, using palatable, emblematic stereotypes that hark back to the notion of the noble savage . Finally, a research study to test the effectiveness of such an advertising approach for branding the tourism nation is proposed and discussed.

Papers by Alan Pomering

CAUTHE 2013: Tourism and Global Change: On the Edge of Something Big, 2013

The purpose of this paper is to report on a single case study application of the Sustainability T... more The purpose of this paper is to report on a single case study application of the Sustainability Tourism Marketing Model (STMM), as proposed by Pomering, Noble and Johnson (2011) in order to highlight the possibilities for tourism businesses to develop more sustainability oriented products and guest experiences. The STMM includes an expanded concept of the tourism marketing mix that includes 10 elements, and also proposes the sustainability marketing mix be conceived in terms of a matrix, by cross-referencing each of these elements with the three pillars of the triple bottom line: Planet, People and Profit. This matrix, a result of the cascade of the sustainability-oriented strategic planning process, serves as both audit tool and screen for sustainability-oriented operational decision-making.

Asia Pacific Journal of Tourism Research, Apr 3, 2022

Corporate Communications: An International Journal, Apr 24, 2013

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate... more Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and brand managers, this study informs CSR-based corporate image advertising. Social implications: Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value: To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro-social achievements, and suggests further research areas.

International journal of knowledge management, Jul 1, 2018

This article discusses knowledge management system design for SSNFPOs. The transfer of best pract... more This article discusses knowledge management system design for SSNFPOs. The transfer of best practice knowledge management to SSNFPOs is not easy. SSNFPOs have different strategies and ways of doing business compared to 'for-profit' organisations. Sector reforms in disability services, aged care, and child services in Australia threaten to disrupt social value as new for-profit rivals enter and pursue economic value. In response, the case study organisation (CSO) has been working with the research team to consider how knowledge management might help it become a stronger organisation and ensure its survival and growth in the reformed sector. The research was informed by discussions involving the CSO's management and the research team over an 18 month period. A general framework for designing knowledge management for SSNFPOs was developed. It involves six theoretical platforms, along with problems associated with theory and practice, how knowledge management may address these problems, and measures of impact.

International Journal of Market Research, Dec 22, 2022

Part of the Business Commons Recommended Citation Recommended Citation Kyriazis, Elias and Pomeri... more Part of the Business Commons Recommended Citation Recommended Citation Kyriazis, Elias and Pomering, Alan A., "Helping people with mild intellectual disabilities check for skin cancers: an intervention" (2014). Faculty of Business-Papers (Archive). 925.

Corporate social responsibility (CSR) is an important element in portraying corporate identity an... more Corporate social responsibility (CSR) is an important element in portraying corporate identity and building a positive reputation for firms (Cornelius et al. 2007). While at the overall board level, there have been several studies examining the effect of boardlevel attributes on CSR (Dalton et al. 2003; Bonn 2004; McWilliams and Siegel 2000, Bear, Rahman, and Post 2010), at the individual, director level, there has been little research conducted. This study examines individual characteristics of Australian company directors to identify the contributing factors that shape their attitudes to CSR. In particular, in this study, we examine the impact of spiritual wellbeing, ethical ideology, gender, and aultruism. To investigate the existence and nature of these relationships, we conducted face-toface interviews of 20 Australian board members (10 males and 10 females). Each interview was audio recorded and lasted for about an hour. Questions focused on the impact of gender, spiritual wellbeing, ethical ideology, and altruism on directors' attitude to CSR. Our interview findings show a link between directors' level of spirituality and their attitudes to CSR. Although due to professional and economic reasons, some CSR initatives might not eventuate, directors' attitude to support specific CSR activities appeared directly linked to their level of spirituality. Furthermore, gender appeared to moderate the relationship between directors' attitude to support specific CSR activities and their level of spirituality. Based on our interview analysis, it is suggested that women directors tend to care more for employees and society as a whole due to their feminine and nurturing characteristics. Female directors who are confident in their roles, showed better communication skills and tend to interact more with other stakeholders both internal and external to the organisation. The interviewees generally agreed that women board directors appeared to be better listeners and can initiate the conversation easier than their counterparts. They also seemed to raise issues, even on very difficult subjects, easier than their male colleagues. In summary, our findings suggest that there is a direct relationship between CSR attitudes of directors and their level of spirituality. Gender plays a moderating role in this relationship. Female directors show higher levels of spiritual wellbeing which seem to be more developed than in male board directors despite their religious, cultural, professional and educational background. Our findings shed new light on this little researched area and could be of considerable value to corporations, boards and state and federal policy makers.

Companys reporting of their corporate social responsibility (CSR) activities is being increasingl... more Companys reporting of their corporate social responsibility (CSR) activities is being increasingly valued and demanded by key stakeholder groups such as consumers as it allows them to evaluate a firms commitment to CSR and to respond to that level of commitment accordingly. This paper examines the CSR web-based reporting practices of Australias top fifty corporations. It reflects on these practices in the context of the literatures call for CSR to be viewed as a holistic approach to management rather than a short-term promotional tool.

The purpose of this paper is to explore the role social media play in backpacking as a tool for r... more The purpose of this paper is to explore the role social media play in backpacking as a tool for receiving and disseminating information that has an impact on sustainability and sustainable tourism. Backpacking is a special category of tourism in which tourists are typically young and have tight budget restrictions due to their longer than average trip durations. They also focus on meeting others during the trip, and generally have a relatively flexible travel schedule. In this study we employ qualitative interviews with young Swedes who recently conducted longer trips as backpacker tourists.

Given the increasing recognition of the importance of knowledge management, a deeper understandin... more Given the increasing recognition of the importance of knowledge management, a deeper understanding of its contribution to marketing strategy is imperative. This paper develops a paradigm that views knowledge management as a systemic, socially-constructed, contextspecific representation of the reality of marketing in today\u27s professional practice. We add this socio-cognitive model (Platform) to the marketing mix. Platform is the organisational DNA which allows the development of the knowledge resources necessary to implement marketing strategy and the structure to facilitate knowledge flows within the marketing professional\u27s internal and external social networks. The need for Marketing to create value for society at large (AMA, 2013) has increased the complexity confronting marketing strategy. The paper explores how knowledge management may improve the professional practice of marketing using a socio-cognitive model to examine co-creation of value and marketing\u27s societal responsibility. Knowledge management, as Platform, is proposed as necessary for successful marketing mix execution with impact

The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This i... more The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This is done through reference to three relevant advertising models, the Symbolic Communications Model, the Symbolic Transfer Device Model, and the VisCAP Presenter Model, and one critical case study involving an anthropomorphized sheep presenter for a Swedish mobile telecommunications company. The advertising models are found to support the effectiveness of the symbolic presenter, Frank the Sheep, particularly explaining how meaning is transferred from the presenter to the brand, and the effects the presenter has on advertising communication effects such as brand awareness and brand attitude. We extend previous research on how linking anthropomorphic associations to brands can be employed to increase effectiveness of these common marketing communication tactics. We show that anthropomorphized animals can work effectively and quickly when presenting a new brand to the market, but also offer se...

The withdrawal of legitimacy presents a crisis requiring an effective communication response. Cor... more The withdrawal of legitimacy presents a crisis requiring an effective communication response. Corporate social responsibility (CSR) claims are often included in the response in order to manage the impression of the organisation as meeting societal expectations, particularly in controversial industries. Alternatively, an organisation may argue its legitimacy. This paper considers the latter response, arguing that registered clubs, a controversial sector of the Australian gambling industry, use techniques of neutralisation in an attempt to justify their continued targeting of a vulnerable gambling consumer segment, problem gamblers, and forestall Government efforts to impose increased regulation over electronic gaming machines (EGMs), the key source of registered club revenues. Little extant research considers CSR communication responses during legitimacy crises. As, historically, registered clubs exist in order to make a contribution within the communities they serve, and hence were ...

International Journal of Market Research, Dec 22, 2022

University of Wollongong Thesis Collection, 2009

Higher penalties may apply, and higher damages may be awarded, for offences and infringements inv... more Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong. represent the views of the University of Wollongong. Recommended Citation Recommended Citation Pomering, Alan, The impact of claim diagnosticity on consumer scepticism to corporate social responsibility advertising claims,

The purpose of this paper is to explore the role social media play in backpacking as a tool for r... more The purpose of this paper is to explore the role social media play in backpacking as a tool for receiving and disseminating information that has an impact on sustainability and sustainable tourism. Backpacking is a special category of tourism in which tourists are typically young and have tight budget restrictions due to their longer than average trip durations. They also focus on meeting others during the trip, and generally have a relatively flexible travel schedule. In this study we employ qualitative interviews with young Swedes who recently conducted longer trips as backpacker tourists.

We examine the impact of relational investment and cooperation on both economic and non-economic ... more We examine the impact of relational investment and cooperation on both economic and non-economic satisfaction of food retailers with their suppliers. The sample included 101 food retailers in selected cities in Brazil. We find that relational investment has the greatest impact on economic satisfaction whereas cooperation has the greater impact on non-economic satisfaction. Suggestions for further research are developed.

This article provides a brief review of nation branding, tourism and national identity literature... more This article provides a brief review of nation branding, tourism and national identity literature. The identity of Indigenous Australians, in relation to the broader national identity, is examined. A discussion of Australia ’ s recent tourism destination marketing follows. A feature of this destination marketing is an advertising campaign in which postcolonial Indigenous Australian identity is staged as authentic, using palatable, emblematic stereotypes that hark back to the notion of the noble savage . Finally, a research study to test the effectiveness of such an advertising approach for branding the tourism nation is proposed and discussed.

CAUTHE 2013: Tourism and Global Change: On the Edge of Something Big, 2013

The purpose of this paper is to report on a single case study application of the Sustainability T... more The purpose of this paper is to report on a single case study application of the Sustainability Tourism Marketing Model (STMM), as proposed by Pomering, Noble and Johnson (2011) in order to highlight the possibilities for tourism businesses to develop more sustainability oriented products and guest experiences. The STMM includes an expanded concept of the tourism marketing mix that includes 10 elements, and also proposes the sustainability marketing mix be conceived in terms of a matrix, by cross-referencing each of these elements with the three pillars of the triple bottom line: Planet, People and Profit. This matrix, a result of the cascade of the sustainability-oriented strategic planning process, serves as both audit tool and screen for sustainability-oriented operational decision-making.

Asia Pacific Journal of Tourism Research, Apr 3, 2022

Corporate Communications: An International Journal, Apr 24, 2013

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate... more Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and brand managers, this study informs CSR-based corporate image advertising. Social implications: Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value: To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro-social achievements, and suggests further research areas.

International journal of knowledge management, Jul 1, 2018

This article discusses knowledge management system design for SSNFPOs. The transfer of best pract... more This article discusses knowledge management system design for SSNFPOs. The transfer of best practice knowledge management to SSNFPOs is not easy. SSNFPOs have different strategies and ways of doing business compared to 'for-profit' organisations. Sector reforms in disability services, aged care, and child services in Australia threaten to disrupt social value as new for-profit rivals enter and pursue economic value. In response, the case study organisation (CSO) has been working with the research team to consider how knowledge management might help it become a stronger organisation and ensure its survival and growth in the reformed sector. The research was informed by discussions involving the CSO's management and the research team over an 18 month period. A general framework for designing knowledge management for SSNFPOs was developed. It involves six theoretical platforms, along with problems associated with theory and practice, how knowledge management may address these problems, and measures of impact.

International Journal of Market Research, Dec 22, 2022

Part of the Business Commons Recommended Citation Recommended Citation Kyriazis, Elias and Pomeri... more Part of the Business Commons Recommended Citation Recommended Citation Kyriazis, Elias and Pomering, Alan A., "Helping people with mild intellectual disabilities check for skin cancers: an intervention" (2014). Faculty of Business-Papers (Archive). 925.

Corporate social responsibility (CSR) is an important element in portraying corporate identity an... more Corporate social responsibility (CSR) is an important element in portraying corporate identity and building a positive reputation for firms (Cornelius et al. 2007). While at the overall board level, there have been several studies examining the effect of boardlevel attributes on CSR (Dalton et al. 2003; Bonn 2004; McWilliams and Siegel 2000, Bear, Rahman, and Post 2010), at the individual, director level, there has been little research conducted. This study examines individual characteristics of Australian company directors to identify the contributing factors that shape their attitudes to CSR. In particular, in this study, we examine the impact of spiritual wellbeing, ethical ideology, gender, and aultruism. To investigate the existence and nature of these relationships, we conducted face-toface interviews of 20 Australian board members (10 males and 10 females). Each interview was audio recorded and lasted for about an hour. Questions focused on the impact of gender, spiritual wellbeing, ethical ideology, and altruism on directors' attitude to CSR. Our interview findings show a link between directors' level of spirituality and their attitudes to CSR. Although due to professional and economic reasons, some CSR initatives might not eventuate, directors' attitude to support specific CSR activities appeared directly linked to their level of spirituality. Furthermore, gender appeared to moderate the relationship between directors' attitude to support specific CSR activities and their level of spirituality. Based on our interview analysis, it is suggested that women directors tend to care more for employees and society as a whole due to their feminine and nurturing characteristics. Female directors who are confident in their roles, showed better communication skills and tend to interact more with other stakeholders both internal and external to the organisation. The interviewees generally agreed that women board directors appeared to be better listeners and can initiate the conversation easier than their counterparts. They also seemed to raise issues, even on very difficult subjects, easier than their male colleagues. In summary, our findings suggest that there is a direct relationship between CSR attitudes of directors and their level of spirituality. Gender plays a moderating role in this relationship. Female directors show higher levels of spiritual wellbeing which seem to be more developed than in male board directors despite their religious, cultural, professional and educational background. Our findings shed new light on this little researched area and could be of considerable value to corporations, boards and state and federal policy makers.

Companys reporting of their corporate social responsibility (CSR) activities is being increasingl... more Companys reporting of their corporate social responsibility (CSR) activities is being increasingly valued and demanded by key stakeholder groups such as consumers as it allows them to evaluate a firms commitment to CSR and to respond to that level of commitment accordingly. This paper examines the CSR web-based reporting practices of Australias top fifty corporations. It reflects on these practices in the context of the literatures call for CSR to be viewed as a holistic approach to management rather than a short-term promotional tool.

The purpose of this paper is to explore the role social media play in backpacking as a tool for r... more The purpose of this paper is to explore the role social media play in backpacking as a tool for receiving and disseminating information that has an impact on sustainability and sustainable tourism. Backpacking is a special category of tourism in which tourists are typically young and have tight budget restrictions due to their longer than average trip durations. They also focus on meeting others during the trip, and generally have a relatively flexible travel schedule. In this study we employ qualitative interviews with young Swedes who recently conducted longer trips as backpacker tourists.

Given the increasing recognition of the importance of knowledge management, a deeper understandin... more Given the increasing recognition of the importance of knowledge management, a deeper understanding of its contribution to marketing strategy is imperative. This paper develops a paradigm that views knowledge management as a systemic, socially-constructed, contextspecific representation of the reality of marketing in today\u27s professional practice. We add this socio-cognitive model (Platform) to the marketing mix. Platform is the organisational DNA which allows the development of the knowledge resources necessary to implement marketing strategy and the structure to facilitate knowledge flows within the marketing professional\u27s internal and external social networks. The need for Marketing to create value for society at large (AMA, 2013) has increased the complexity confronting marketing strategy. The paper explores how knowledge management may improve the professional practice of marketing using a socio-cognitive model to examine co-creation of value and marketing\u27s societal responsibility. Knowledge management, as Platform, is proposed as necessary for successful marketing mix execution with impact

The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This i... more The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This is done through reference to three relevant advertising models, the Symbolic Communications Model, the Symbolic Transfer Device Model, and the VisCAP Presenter Model, and one critical case study involving an anthropomorphized sheep presenter for a Swedish mobile telecommunications company. The advertising models are found to support the effectiveness of the symbolic presenter, Frank the Sheep, particularly explaining how meaning is transferred from the presenter to the brand, and the effects the presenter has on advertising communication effects such as brand awareness and brand attitude. We extend previous research on how linking anthropomorphic associations to brands can be employed to increase effectiveness of these common marketing communication tactics. We show that anthropomorphized animals can work effectively and quickly when presenting a new brand to the market, but also offer se...

The withdrawal of legitimacy presents a crisis requiring an effective communication response. Cor... more The withdrawal of legitimacy presents a crisis requiring an effective communication response. Corporate social responsibility (CSR) claims are often included in the response in order to manage the impression of the organisation as meeting societal expectations, particularly in controversial industries. Alternatively, an organisation may argue its legitimacy. This paper considers the latter response, arguing that registered clubs, a controversial sector of the Australian gambling industry, use techniques of neutralisation in an attempt to justify their continued targeting of a vulnerable gambling consumer segment, problem gamblers, and forestall Government efforts to impose increased regulation over electronic gaming machines (EGMs), the key source of registered club revenues. Little extant research considers CSR communication responses during legitimacy crises. As, historically, registered clubs exist in order to make a contribution within the communities they serve, and hence were ...

International Journal of Market Research, Dec 22, 2022

University of Wollongong Thesis Collection, 2009

Higher penalties may apply, and higher damages may be awarded, for offences and infringements inv... more Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong. represent the views of the University of Wollongong. Recommended Citation Recommended Citation Pomering, Alan, The impact of claim diagnosticity on consumer scepticism to corporate social responsibility advertising claims,

The purpose of this paper is to explore the role social media play in backpacking as a tool for r... more The purpose of this paper is to explore the role social media play in backpacking as a tool for receiving and disseminating information that has an impact on sustainability and sustainable tourism. Backpacking is a special category of tourism in which tourists are typically young and have tight budget restrictions due to their longer than average trip durations. They also focus on meeting others during the trip, and generally have a relatively flexible travel schedule. In this study we employ qualitative interviews with young Swedes who recently conducted longer trips as backpacker tourists.

We examine the impact of relational investment and cooperation on both economic and non-economic ... more We examine the impact of relational investment and cooperation on both economic and non-economic satisfaction of food retailers with their suppliers. The sample included 101 food retailers in selected cities in Brazil. We find that relational investment has the greatest impact on economic satisfaction whereas cooperation has the greater impact on non-economic satisfaction. Suggestions for further research are developed.

Asia Pacific Journal of Tourism Research