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Purpose--The objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being "masochistic". Design/methodology/approach--The research is based upon a case study. The term "masochistic marketing" is introduced. Findings--The "masochistic marketing" approach applied by Volvo in Australia should be seen as a process. It is dependent upon the outcome of a series of cause and effect relationships. Research limitations/implications--The masochistic marketing approach may be divided into four cause-related phases, all of which create a dualistic outcome of either positive or negative effect-chains in respect to the corporate image in the marketplace and society. Practical implications--A masochistic marketing approach is a high-risk venture. It is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing. Originality/value--Masochistic marketing is not recommended to be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable and a stigma. [ABSTRACT FROM AUTHOR]

Purpose - The main purpose of the study is to extend Schaefer's paper by investigating how different dimensions of consumer knowledge may affect country of origin cues with an Australian sample. Design/methodology/approach - A self-administered mail survey was used in this study. The main sample consisted of Australian residents who are aged 18 and above and may or may not be alcoholic drinkers. The mailing list was purchased from a local council consisting of a suburb of metropolitan Perth, Western Australia. The total usable response rate was 38.7 per cent. Findings - The results indicated that country of origin cues affect Australian consumers in beer evaluations despite its weak influences. It suggested that brand familiarity and objective product knowledge mediate the extent to which consumers relied on country of origin in product evaluation. However, the study found inconsistent results between different levels of objective knowledge and its effects on country of origin of manufacture. Originality/value - The paper replicates Schaefer's with extensions. Despite the inconclusive results, objective product-country knowledge, to some extent, may distort country of origin influences on consumers. This finding yields some insight for the efficiency in market segmentation. By segmenting consumers on different levels of knowledge, the marketers will subsequently make a better decision of how brand and country of origin should be managed. [ABSTRACT FROM AUTHOR]

The article provides information on the use of continuing franchise fees in Australia. Australia provides a unique laboratory for the study of franchise fees because of the particular characteristics of its franchising sector. One particular characteristic of franchise fees in Australia, the use of flat continuing fees as opposed to the more common percentage based fees, is explored in this article. The frequency of use of flat continuing fees and the motivations of franchisers for using them are investigated. The method of data collection is explained and descriptive statistics are reported and then the reasons for using flat continuing fees are explored and hypotheses are developed and tested. Franchise contracts normally require the payment of fees from the franchisee to the franchiser at differing stages of the agreement. The franchiser often receives payment from the franchisee in the form of an initial fee for the right to enter the franchise, for providing initial start-up services and entitlement to participate in the reputation of the franchise.