The majority of Australian students learned remotely in term two (April-June 2020), in response to state government directives to close schools during the 'first wave' of Covid-19. This created myriad challenges for students, teachers and parents. Accordingly, this study seeks to capture these multiple perspectives of the remote learning experience. Forty interviews were conducted at the end of term two, with students, teachers and parents. The findings represent an integrated framework for engagement in the context of remote education. Engaging students was a top priority for teachers -albeit students felt less engaged with teachers. Student-peer engagement varied considerably. Lack of social interaction was a challenge for many students. Parents remained pragmatic, but largely unengaged with teachers. For the most part, students found online learning to be less personalised. While the pandemic has expedited emergency technology adoption in schools, this is not equivalent to the purposeful integration of technology over time.
Holly Cooperresearch interests include sustainable corporate branding, corporate heritage and corporate heritage brands. She has published on brand narratives in Psychology and Marketing and has a deep interest in investigating how to recover and advance corporate heritage in organisations. Dale Millerresearch spans various branding domains including corporate rebranding, corporate branding, cities, communities, retailing, and not-for-profit branding and sustainable business. She has published widely, including in the ABSTRACT The characteristics of enduring corporate heritage brands often include remarkable, but fluctuating histories. The current article presents a longitudinal, retrospective study of two corporate heritage brands, Tiffany & Co. and Burberry that experience structural corporate heritage brand decline, followed by recovery. A major contribution of the article is demonstrating how long-established corporate heritage brands can overcome a structural brand crisis, by restoring corporate heritage. Another contribution is the identification of the roles of heritage custodianship and core brand competencies in facilitating management of corporate heritage. The study offers a holistic, three-stage, corporate heritage brand recovery framework. The proposed conceptual framework to guide corporate heritage brand recovery utilises three key concepts: corporate brand vision; core brand values; and core brand capabilities.
Holly Cooperresearch interests include sustainable corporate branding, brand heritage and heritage brands. She has published on brand narratives in Psychology and Marketing and has a deep interest in investigating how to recover and advance brand heritage in organisations. Bill Merrileesresearch interests encompass branding (including corporate rebranding and brand morphing) and innovation in various contexts including firms, cities, communities, retailing and franchising. His research has been published internationally
Consumers learn to attach social and contextual meaning to products and brands through observing the character relationships with particular objects or specific brands in the archetypal stories in film on "the big screen" (cinema). Luxury brands become objects of desire, fueling consumer aspirations and giving consumers frames of reference in their own consumption ideals. However, substantial research attention to the brand narratives that popular culture portrays has yet to emerge. This paper therefore presents a textual analysis of the brand narratives evident within popular culture, specifically in the context of James Bond films. In taking this interpretive approach, this article identifies three different and contrasting brand-self narratives that reinforce a particular archetypal myth of a lover, hero, or outlaw.
Artificial Intelligence is poised to transform all facets of marketing. In this study, we examine the link between firms’ focus on AI in their 10-K reports and their gross and net operating efficiency. 10-K reports are a salient source of insight into an array of issues in accounting and finance research, yet remain relatively overlooked in marketing. Drawing upon economic and marketing theory, we develop a guiding framework to show how firms’ AI focus could be related to gross and net operating efficiency. We then use a system of simultaneous equations to empirically test the relationship between AI focus and operating efficiency. Our findings confirm that US-listed firms are in a state of impending transformation with regards to AI. We show how AI focus is associated with improvements in net profitability, net operating efficiency and return on marketing-related investment while reducing adspend and creating jobs.
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