ANNUAL REPORT 2011...2 ANNUAL REPORT 2011 EHRENBERG-BAss INsTITUTE FOR MARKETING scIENcE 3 cHAIRMAN’s REPORT NEw ADVIsORY BOARD cHAIRs With each passing year the Institute continues

A N N U A L R E P O R T 2 01 1

cO N T E N T s

2 Chairman’s Report

3 New Advisory Board Chairs

5 Director’s Report

6 Institute Overview

7 Founders

8 Who We Are and What We Do

12 The Institute’s Advisory Boards

16 Research With Global Impact

18 The Corporate Sponsorship Program

20 Corporate Reports

21 Corporate Sponsors

22 Contract Research

26 Our Team

28 2011 Publications

29 ANZMAC

30 Academic Outcomes

32 Industry Conferences

34 Board Appointments

37 The Future

i

Front Cover: Marianthi Livaditis, Professor Byron Sharp, Kellie Newstead and Geoff Atkinson.

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 1Dr Vipul Pare, Dr Magda Nenycz-Thiel and Giang Trinh.

A N N UA L R E PO RT 20112 E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 3

c H A I R M A N’s R E P O R T N E w A D V I s O R Y B O A R D c H A I R s

With each passing year the Institute continues

to grow in size and stature. As you will see

from the achievements noted in this report,

2011 was no exception.

Every year the Institute’s research is making greater

global impact. Byron and his team have worked hard

to build up a strong international presence, and it’s

pleasing to see this work pay off. A big achievement

for 2011 was entering new markets including China.

There is no doubt that the Institute’s continued

success is strongly linked to the support from the

members of its three Advisory Boards. The boards

strategic guidance and advice are integral to the

Institute’s development. Holding meetings across

three continents (Australia, UK and USA) keeps

the Institute in touch with the changing needs of

marketers internationally. This ensures its research

agenda is always relevant and industry focused.

In 2011, board meetings were held in London

and New York. Discussion at the meetings

stimulated ideas for expansion and highlighted

priority areas for future research. The boards

also made suggestions for strategic partnerships

that would help increase the Institute’s global

footprint. I’m sure that if the Institute is successful in

implementing only half of these recommendations,

it will substantially increase the impact of its

research. An Australian Board meeting will be

held in early 2012.

On a personal note, I would like to welcome two

new Chairs to the Advisory Boards. Having retired

as Chairman of the Australian Advisory Board in 2010,

I am now also stepping down from the position of

Chairman of the North American Advisory Board.

Professor Malcolm Wright and Dr Jack Wakshlag

will take over the positions for the Australian and

North American Boards respectively. Both Malcolm

and Jack have long standing relationships with the

Institute and I’m sure their extensive knowledge

and experience will prove valuable to the Institute’s

future success.

I look forward to continuing my role as Chair of

the European Board, and to watching the Institute

develop and grow in 2012 and beyond.

PROFEssOR MALcOLM wRIGHT

Head of School

School of Communication, Journalism and Marketing

Massey University, New Zealand.

Malcolm Wright has an extensive academic

background in marketing science, new product

development and brand loyalty. Having previously

worked as Managing Director of a large property

investment group, he also has valuable industry

experience and knowledge. Malcolm publishes in

many leading international journals and is an Associate

Editor of the European Journal of Marketing.

Malcolm first joined the Australian Advisory Board

in 2008. At the time he was Head of the School

of Marketing at UniSA. Malcolm continues to have

strong links with the Institute, now collaborating

with us as an Adjunct Professor. We are pleased

to be working closely with Malcolm again

and welcome him as Chair.

DR JAcK wAKsHLAG

Chief Research Officer

Turner Broadcasting System, Inc.

Jack Wakshlag is among the leading research

analysts in media today. His portfolio includes all

research supporting Turner’s strategic development,

marketing, distribution and advertising sales.

Previously, he was Executive Vice President and

Head of Research for The WB Television Network

and Associate Professor of Telecommunications

at Indiana University.

Jack is a member of the Board of Directors of the

Advertising Research Foundation and distinguished

Alumnus of Michigan State University. As well as over

25 years of industry experience, Jack has published

numerous articles and textbook chapters. He has

been a member of the North American Advisory

Board since its inaugural meeting in 2007, and

we are thrilled to welcome Jack as the new Chair.Professor Gerald Goodhardt

European Advisory Board Chair, Ehrenberg-Bass Institute

Professor Malcolm Wright

Dr Jack Wakshlag

4

D I R E c TO R’s R E P O R T

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 5

Professor Byron Sharp

Director, Ehrenberg-Bass Institute

We started 2012 with more than 60 researchers

working at the Ehrenberg-Bass Institute, almost

half of whom are completing full-time postgraduate

research degrees. With our team now bigger than

ever, there is a lot of serious R&D going on.

I’m also delighted to report that we now have

a cohort of a dozen international adjuncts, including

our two newest adjuncts, Professor Scott Armstrong

(Wharton Business School) and Professor Ulrich Orth

(Christian Albrechts University).

The size and diversity of our research team

is a great strength.

So is our shared culture. Our aim is to produce

research findings that have important implications

for real-world practice. It is our passion for

meaningful science and our distrust of one-off

findings and obscure theorising that makes

us such a strong team. Our research is reported in

serious academic journals as well as in newspapers

and leading industry magazines such as Advertising

Age. This really demonstrates the quality and

impact of our research.

We are fortunate to have so many global

sponsors who value our work, and have continued

to fund scholarships and data collection during the

Global Financial Crisis and beyond. Increasingly,

executives from these corporations are coming

to visit the Institute, to ‘peek into the lab’ and

discuss the implications of our discoveries with

the research teams.

All this makes the Ehrenberg-Bass Institute an

exciting place that attracts the very best scholars

to undertake their PhDs. 2011 saw us welcome many

bright new stars and in this Annual Report you will

get to read about some of the exciting areas of their

research. This Annual Report demonstrates the

breadth of our research agenda, which grows as

we keep up with the changing needs of industry.

I’m sure 2012 will bring a new set of challenges

for the Institute. But with our team of astute

thinkers and the support of our Boards and

sponsors, I’m confident we will thrive and make

important discoveries that add to our understanding

of how marketing works.

Zac Anesbury, Dr carl Driesener, Therese sjostrom and Ulrich Veyhl.

A N N UA L R E PO RT 20116

I N s T I T U T E O V E R V I E w

The Ehrenberg-Bass Institute for Marketing Science

is a not-for-profit, world-class research institute

of the University of South Australia.

After sixteen years of business, the Institute has

grown to be staffed by over 60 specialist researchers

and marketing professionals.

The Ehrenberg-Bass Institute’s mission is to

benefit industry and society by developing and

disseminating scientific marketing knowledge.

Our research aims to uncover law-like patterns

and relationships and then build empirically

grounded theory to explain and predict.

This emphasis on scientific laws that hold

over time, distinguishes our work from much

research done in marketing.

The Institute offers two types of services.

The first is contract research, providing clients

with cutting-edge qualitative and quantitative

research tailored to a specific marketing problem.

The second is our corporate sponsorship program,

giving companies access to a multimillion-dollar

program of marketing R&D which is supported

by the world’s leading marketers.


F O U N D E R s

The Ehrenberg-Bass Institute was granted institute

status by the University of South Australia in 2005,

in recognition of over a decade of achievements.

Our name signals our research philosophy and

honours two world-famous marketing academics

who dedicated their professional lives to the

discovery of scientific laws about marketing

and buyer behaviour.

Professor Andrew Ehrenberg (1926 - 2010)

Professor Andrew Ehrenberg’s fundamental belief

was that the methods of physical science are

also applicable to the social sciences. This principle

enabled him to establish wide-ranging empirical

quantitative generalisations about human

behaviour. Over the years he made countless

contributions to the field of marketing science,

including the very important discovery of the

Negative Binomial Distribution (NBD) model,

which proved that brand purchase rates follow

a predictable pattern.

Professor Frank Bass (1926 - 2006)

Professor Frank Bass pioneered the establishment

of marketing as a science in which well-tested

mathematical models could be used to predict

the behaviour of future markets. His most renowned

contribution to the field was the development of the

Bass diffusion model, a mathematical model that

describes the adoption patterns of new products.

Professor Andrew Ehrenberg

Professor Frank Bass

Dr John wilkinson, sarah Overton, Dr cam Rungie and Oanh Truong.

wHO wE ARE AND wHAT wE DO

The Ehrenberg-Bass Institute is one of the largest

university marketing research organisations.

We have over 60 researchers, which includes

academics and higher degree research students,

working together to achieve our research goals.

Our strength is not only our size, but also the

diversity of our team. We have researchers from

all over the world, each with their own unique

industry experience and marketing knowledge.

We are passionate about research. We pride

ourselves on our ability to push research

boundaries and question conventional thinking.

One of the benefits of having a large team is

that we can work on so many research projects

at once. We can be dedicated to our clients and

also continue to explore new areas.

The following photos will help put some names

to faces, plus give you a taste of some of the

exciting topics we are currently working on.


Dr Armando Maria Corsi Retail and on-premise choice analysis for wine and FMCG products

Dr Elizabeth Hemphill Business-to-business social marketing

Dr Carl Driesener Understanding online buyer behaviour and advertising

Dr Kesten Green Better forecasting for better decisions

Associate Professor Jenni Romaniuk, Professor Byron sharp and Associate Professor John Dawes.

Katherine Anderson Validating virtual reality technologies for consumer behaviour research

Zac Anesbury Market structure consistency and optimisation of retail shelf space

Geoff Atkinson Components of search engine advertisements that increase click through rates

Dr Melissa Banelis Empirical quantitative marketing and repertoire size

Virginia Beal How promotions draw an audience for new television programs

Dr Svetlana Bogomolova Contextual and situational influences in consumer choice

Jasha Bowe Country image influence on consumer preferences and choice behaviours

Steven Dunn Understanding consumers’ responses to price changes and price framing

Dr Margaret Faulkner Understanding brand health, charity support and marketing effectiveness

Nicole Hartnett Increasing the odds of making sales effective advertising

Associate Professor Rachel Kennedy Sales effective advertising plus its measurement and in-store choice

. . . W H O W E A R E A N D W H A T W E D O

A N N UA L R E PO RT 20111 0 E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 1 1

Lara Stocchi The link between consumer behaviour and memory associations

Lewis Liao Emotional responses to packaging (psychophysiological & self-report measures)

Marianthi Livaditis The formation of brand loyalty, how natural is it?

Michael Vogelpoel Social marketing and pro-environmental decision-making amongst pastoral landholders

Meagan Wheeler Sustainability and green brand buyer profiles and behaviour

Dr Richard Lee Consumer behaviour particularly within an Asian context

Dr Vipul Pare Market structures in a seafood auction market

Oanh Truong Brand equity empirical generalisations in emerging markets

Professor Byron Sharp What is an advertising touchpoint worth? Under what conditions?

Giang Trinh Modelling changes in buyer purchasing behaviour

Sarah Overton Development of consumer preferences for wine and FMCG products

Haydn Northover Biometrics and their application to advertising research

Professor Larry Lockshin Choice experiments, consumer goods packaging, wine marketing, retailing

Gosia Ludwichowska How to improve the accuracy of self-reported brand buying

Therese Sjostrom How luxury brands grow. Behaviour, attitudes and perceptions

Ulrich Veyhl Leadership influence on business-to-business selling team’s performance

Julian Major Best practice in selecting new distinctive assets

Kellie Newstead Advertising distinctive assets in a multi-platform media environment

Dr Cam Rungie Empirical evaluation and development of consumer behaviour theory

Ana Mocanu Typical vs novel package design and its effect on consumer choice

Arry Tanusondjaja The effects of television audience fragmentation on reach-based media scheduling

Dr Jennifer Taylor The sales effects of advertising

Dr John Wilkinson Industrial marketing and sales management

Dr Magda Nenycz-Thiel Consumer perceptions and buying behaviour of private label brands

Cathy Nguyen Online and offline word of mouth behaviour

Bill Page Pester power, supermarket turnover and parent-child interactions

Dr Karen Nelson-Field The ability of social media to assist brand growth

Dr Anne Sharp Sustainable marketing and initiatives for improved environmental behaviours

A N N UA L R E PO RT 20111 2

T H E I N s T I T U T E ’s A D V I s O R Y B O A R D s

The Institute is very fortunate to be advised by three Boards with

such high caliber executives from Australia, Europe and North America.

The Boards ensure that the Institute’s research agenda is industry focused.

A key purpose of each meeting is to provide growth and research

direction pertinent to each region.

AUsTRALIAN ADVIsORY BOARD MEMBERs

Malcolm wright - Chairman

Byron sharp - Director, Ehrenberg-Bass Institute

Peter Danaher - Monash University

Glen Feist - Meat and Livestock Australia

Mark Geraghty - Elders Ltd.

Gerry Griffin - University of South Australia

Annabel Hamilton - People’s Choice Credit Union

Larry Lockshin - University of South Australia

sylvia Mason - KWP! Advertising

Kathryn McArthur - Colgate-Palmolive

Bruce Mccoll - Mars

Phil Parker - The Nielsen Company

Doug Peiffer - OzTAM

Isak Pretorius - University of South Australia

Mark Uncles - University of New South Wales

EUROPEAN ADVIsORY BOARD MEMBERs

Gerald Goodhardt - Chairman


Mathew Barbagallo - Mars

Andrew Barnett - Andrew Barnett Consulting

Patrick Barwise - London Business School

Thomas Bayne - Mountainview Learning

Kevin Brennan - Quorn Foods

Noel coburn - Caxton Publishers & Printers

Markus Graw - BP International

Ian Hewitt - Unilever

Jane Houzer - London South Bank University

Philip Mackie - The Edrington Group

stuart Maw - The Coca-Cola Company

Paul Murphy - Kantar Worldpanel

John scriven - Ehrenberg Centre

chad wollen - Vodaphone

1 3

European Advisory Board: John scriven, Byron sharp, Thomas Bayne, Gerald Goodhardt, Markus Graw,

Andrew Barnett, Noel coburn, Philip Mackie, stuart Maw, Jane Houzer, Kevin Brennan, Ian Hewitt.

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE

T H E I N s T I T U T E’s A D V I s O R Y B O A R D s

NORTH AMERIcAN ADVIsORY BOARD MEMBERs

Gerald Goodhardt - Chairman


Robert Barocci - Advertising Research Foundation

Artie Bulgrin - ESPN

Karen Ebben - General Motors

Jim Figura - Colgate-Palmolive

Peter Fader - University of Pennsylvania

Denise Grancorvitz - Kimberly-Clark

Jeff Hunter - General Mills

David Poltrack - CBS Corporation

Greg Rogers - Procter & Gamble

Joe stagaman - The Nielsen Company

Nick sorvillo - Kraft Foods

stan sthanunathan - The Coca-Cola Company

Jack wakshlag - Turner Broadcasting System

North American Advisory Board: Eric Taylor, Greg Rogers, David Poltrack, Michael Dillon, Byron

sharp, Gerald Goodhardt, Jack wakshlag, Joe stagaman, Artie Bulgrin, Jim Figura, Todd Powers.

1 51 4 E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE

While we are based in Adelaide, South Australia,

we operate at an international level. Our researchers

fly all over the world to visit the offices of corporate

sponsors and present at esteemed international

academic and industry conferences.

Each year we are travelling more and visiting

new countries and cities. This map shows the

places that we presented our research in 2011.

R E s E A R c H w I T H G LO B A L I M PA c T


Cincinnati

Philadelphia

Washington

Connecticut

Dallas

Madison

Durham

Boston

Atlanta

Minneapolis

New York

Los Angeles

Orlando

Italy 6 visits

Russia 1 visit

Czech Republic 1 visit

Spain 1 visit

Austria 1 visit

France 11 visits

Germany 2 visits

Slovenia 5 visits

United Arab Emirates 1 visit

South Africa 2 visits

China 5 visits

Malaysia 1 visit

Singapore 3 visits

New Zealand 4 visits

United Kingdom 24 visits

Netherlands 2 visits

Belgium 3 visits

Denmark 1 visit

Switzerland 1 visit

USA 13 visits

Hong Kong 9 visits

T H E cO R P O R AT E s P O N s O R s H I P P R O G R A M

For more than a decade big brands like Coca-Cola,

Unilever and Procter & Gamble have supported

the Institute’s exciting R&D initiative.

No single company has a research budget large

enough to adequately explore all areas affecting

marketing practice. The Institute’s solution

(pioneered by Andrew Ehrenberg), was to

create a program where companies could pool

their resources to create a multimillion-dollar

research program.

The program tackles some of the biggest questions

in marketing:

How can advertising’s full effects be measured?

How to allocate investment across brands?

When to advertise?

When to price discount?

Today the Institute has over 50 global corporate

sponsors contributing to this unique initiative.

The program builds fundamental knowledge

about buyer behaviour and brand performance

that is useful and practical, that can help set

marketing objectives and steer long-term strategy.

Research discoveries are grounded in empirical

evidence, allowing the findings and benchmarks

to be used again and again with confidence.

The program delivers cross-industry insights

and norms that can be applied to brands

and markets anywhere in the world.

cORPORATE sPONsORsHIP INcLUDEs

The latest developments in marketing knowledge

Regular updates are sent to sponsors (any marketing

and research staff that are nominated within

the company) to share new research findings

as they are discovered.

In-house marketing seminars

All sponsors receive up to two interactive

masterclasses with their marketing team

per annum on a topic of choice.

Access to 50+ sponsor reports

Each year the Institute publishes reports

that explain new findings in a concise and

understandable way. A library of past reports is

available online with password protected access.

Access to over 60 marketing scientists

Sponsors have access to the knowledge

and advice of over 60 marketing specialists.

cOsT OF PARTIcIPATION

Location Per annum

Australasia AUD$35,000 (+GST)

U.S.A USD$35,000

Europe £25,000

The Institute offers significant discounts for

extra companies from within the same group.

EXAMPLEs OF sEMINAR TOPIcs

How brands grow•

The real reason marketers need advertising•

Loyalty and brand performance•

Identifying and using your distinctive brand assets•

Addicted to price promotions?•

Brand salience: what it is and why it matters•

Getting the most from your data•

The list of sponsor seminar topics is growing

as new discoveries are made.

For further information about becoming a sponsor,

to organise a sample seminar or see a full list

of seminar topics please contact

1 91 8 A N N UA L R E PO RT 2011

Elké Seretis, Manager: Business Development & Marketing

[email protected]

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcEDr Elizabeth Hemphill, Lara stocchi and Dr svetlana Bogomolova.

cO R P O R AT E s P O N s O R s

AUsTRALAsIAN

ANZ National Bank

Akzo Nobel Paints

Colgate-Palmolive

Department for Environment and Natural Resources

Elders

Fonterra

GlaxoSmithKline

Kraft Foods

KWP! Advertising

Mars

Meat & Livestock Australia

National Pharmacies

Network TEN

People’s Choice Credit Union

Roy Morgan Research

Seafood CRC

The Coca-Cola Company

The Nielsen Company

Unilever

University of South Australia

EUROPEAN

BP International

BrandScience

Britvic

Coca-Cola Great Britain

Colgate-Palmolive

ITV

Kantar Worldpanel

Kellogg’s

Leo Burnett

Mars

Mountainview Learning

SABMiller


The Edrington Group

The Nielsen Company

Unilever

Vodafone

NORTH AMERIcAN

Advertising Research Foundation

CBS

Colgate-Palmolive

ESPN

General Mills

General Motors

Innerscope Research

Kraft Foods

Otsuka

Procter & Gamble

S.C. Johnson

Sun Products Corporation


The Nielsen Company

Turner Broadcasting

Unilever

sOUTH AFRIcAN

Caxton Publishers & Printers

Colgate-Palmolive

Distell

FirstRand

2 1

Ella ward, Associate Professor Rachel Kennedy and Haydn Northover.

2 0 A N N UA L R E PO RT 2011 E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE

c O R P O R AT E R E P O R T s

Five new corporate sponsor reports were

released during 2011:

REPORT 55

Light TV Viewers: Young & Desirable

or Just Hard to Reach?

REPORT 56

Does On-line Reach the People TV Finds

Hard to Reach?

REPORT 57

A Guide to Continuous-Reach Advertising

REPORT 58

Make ‘Em Laugh, Make ‘Em Cry: Understanding

Which Emotions Drive Video Sharing on Facebook

REPORT 59

Competing Brands Have Similar ‘Personality’ Profiles

To read our reports go to the corporate sponsor

section on our website.


cO N T R A c T R E s E A R c H

Effective market research can help improve

the efficiency of marketing activities and

highlight valuable consumer insights. Often

however, it produces semi-digested raw data

or mysterious statistics which, without

benchmarks, are of little use.

The Ehrenberg-Bass Institute aims to not only

provide clients with reliable market information,

but to correctly interpret data and draw insights

and implications for marketing strategy.

The Institute is able to achieve this as the

market research conducted is underpinned by

fundamental knowledge from the R&D program,

which provides clients with unique insights

that cannot be obtained elsewhere.

The Institute has the largest team of full-time

marketing scientists in Australia. As well as

specialised knowledge, researchers are experienced

in market research design, analysis and reporting.

The Institute conducts both qualitative and

quantitative market research.

The Ehrenberg-Bass Institute conducts all of

its survey research in-house to ensure quality

is maintained at every stage of a project.

The Institute has its own Computer Assisted

Telephone Interviewing system (CATI) to conduct

face-to-face and telephone interviews both

nationally and internationally. It also has the

facilities to conduct focus groups, in-depth

interviews, on-line surveys, experiments

and mystery shopping research.

Researchers produce market research reports

that turn data into meaningful information;

findings that are clear, concise and easy

to understand. Reports identify which findings

are important (and which are not) and include

recommendations that explain how this new

information can be used in marketing strategy.

2 3

Gosia Ludwichowska, Jasha Bowe, Katherine Anderson and Arry Tanusondjaja.


cO N T R A c T R E s E A R c H

REsEARcH sERVIcEs

The Institute offers a wide range of research

services, which include but are not limited to:

Advertising pre-testing•

Advertising effectiveness tracking•

Single source data analysis•

Brand equity tracking•

Brand attribute assessment•

Distinctive asset measurement•

Customer base modelling•

HH panel data modelling•

Market structure analysis•

Forecasting•

Loyalty program effectiveness•

Price sensitivity/reactions to price changes•

We employ a variety of methods,

covering quantitative and qualitative data

collection techniques, and a wide gamut

of modelling approaches.

Research methodologies are chosen based

on a client’s needs.

AREAs OF EXPERTIsE

Advertising•

Branding & Brand Equity•

Buyer Behaviour•

Loyalty•

Marketing Metrics and Accountability•

New and Traditional Media•

Pricing•

Service Quality•

Shopper Research•

Sustainable Marketing•

Wine Marketing•

cLIENTs

Over the years the Institute has worked with a wide

range of organisations including consumer goods

companies, services, retail, not-for-profit organisations,

government bodies and multinational corporations.

Dr Armando Maria corsi, Dr Melissa Banelis, Bill Page and Michael Vogelpoel.

2 5

For more information about the Institute’s

research services contact

Elké Seretis, Manager: Business Development & Marketing

[email protected]

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE


O U R T E A M

Dr Jennifer Taylor, Nicole Hartnett and Lewis Liao.

REsEARcH AssIsTANTs

Tom Benson •

Olga Grudinina•

Ben Nitschke•

Olivia Poropat •

Lucinda Scarman•

Kayla Smith•

Ella Ward•

Brian Zhou •

ADJUNcT PROFEssORs & REsEARcH FELLOws

Professor Scott Armstrong•

Dr Eli Cohen•

Professor Robert East•

Professor Gerald Goodhardt•

Dr Jane Leighton•

Dr Simone Mueller•

Professor Ulrich Orth•

Dr Hervé Remaud•

Dr Herb Sorensen•

Associate Professor •

Tony Spawton

Professor Philip Stern•

Professor Malcolm Wright •

DIREcTOR

Professor Byron Sharp•

AssOcIATE DIREcTORs


John Dawes


Jenni Romaniuk

sENIOR REsEARcH AssOcIATEs

Katherine Anderson •

Virginia Beal•

Dr Dag Bennett •

Dr Svetlana Bogomolova •

Professor David Corkindale •

Dr Carl Driesener•

Dr Margaret Faulkner•

Charles Graham •

Dr Kesten Green •

Nicole Hartnett •


Rachel Kennedy

Professor Larry Lockshin•

Dr Karen Nelson-Field•

Dr Magda Nenycz-Thiel •

Dr Erica Riebe •

Dr Cam Rungie •

John Scriven•

Dr Anne Sharp•

Dr Jennifer Taylor•

REsEARcH AssOcIATEs

Zac Anesbury •

Abou Bakar•

Dr Melissa Banelis•

Jasha Bowe •

Vivien Chanana •

Dr Armando Maria Corsi •

Steven Dunn•

Dr Elizabeth Hemphill •

Stine Høj•

Bryony Jardine•

Dr Richard Lee •

Lewis Liao •

Marianthi Livaditis•

Gosia Ludwichowska •

Julian Major •

Dr Marc Mazodier •

Ana Mocanu •

Patrick Moore•

Dr Kerry Mundt •

Kellie Newstead•

Cathy Nguyen •

Haydn Northover•

Monica Orlovic •

Sarah Overton •

Bill Page•

Dr Vipul Pare •

Alejandra Pinero de Plaza •

Therese Sjostrom•

Lara Stocchi •

Arry Tanusondjaja•

Giang Trinh•

Oanh Truong •

Ulrich Veyhl •

Chris Villani •

Michael Vogelpoel •

Meagan Wheeler •

Dr John Wilkinson•

HONOURs sTUDENTs

Geoff Atkinson•

Grady Clarke•

Tommy Ha•

Samantha Hogan•

Mohammad Yousuf•

MARKETING, FIELD & ADMIN

Elké Seretis•

Catherine Andruchowycz•

Jenny Barnes•

Liz Gunner •

Terri Harding•

Natasha Kapulski •

Klaus Kilov•

Maureen McEvedy•

Lindsey Peshanoff•

Emma Primett•

Sarah Turner •

Kirsty Willis•

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 2 9A N N UA L R E PO RT 20112 8Brian Zhou, Meagan wheeler and Dr Kesten Green.

Join us

in Adelaide for

ANZMAC 2012

3-5 December

2 011 P U B L I c AT I O N s

The Australian and New Zealand Marketing Academy

Conference (ANZMAC) is an annual conference that

brings together marketing academics and practitioners

to share and discuss the latest marketing knowledge.

We are proud to report that one of our senior researchers

Dr Svetlana Bogomolova won the 2011 Emerging

Researcher of the Year award at this year’s conference.

The Institute will host ANZMAC in 2012. The theme

‘Sharing the Cup of Knowledge’ recognises that a key

challenge today is ensuring research is given a voice

and that voice is heard by marketers. Hosting this event

will provide the Institute with invaluable networking

opportunities and enhance its academic profile nationally.

If you would like more information about attending

ANZMAC in 2012 visit our website.

3RD - 5th DecembeR

The Ehrenberg-Bass Institute, University of South Australia presents

REFEREED JOURNAL ARTIcLEs

Anderson, K, Wright, M & Wheeler, M (2011) “Snap judgement polling: street interviews enabled by new technology”, International Journal of Market Research, 53, 4, 463- 478.

Bogomolova, S (2011) “Service quality perceptions of solely loyal customers”, International Journal of Market Research, 53, 6, 793-810.

Bogomolova, S & Grudinina, O (2011) “Under the marketers’ radar: commonly ignored triggers for brand repertoire changes”, Journal of Marketing Management, 27, 13-14, 1378-1403.

Bogomolova, S & Milburn, S (2011) “Reasons for non- consideration of brands and the role of prior experience”, Journal of Brand Management, 19, 4, 304-317.

Casini, L, Cavicchi, A, Corsi, A & Santini, C (2011), “Orientamento alla sostenibilità nell’industria vitivinicola: una rassegna della letteratura”, Economia & Diritto Agroalimentare, 16, 2, 283-301.

Corsi, A, Rungie, C & Casini, L (2011) “Is the polarization index a valid measure of loyalty for evaluating changes over time?”, Journal of Product & Brand Management, 20, 2, 111-120.

Easingwood, C, Lockshin, L & Spawton, A (2011) “The drivers of wine regionality”, Journal of Wine Research, 22, 1, 19-33.

East, R, Romaniuk, J & Lomax, W (2011) “The NPS and the ACSI: a critique and an alternative metric”, International Journal of Market Research, 53, 3, 327-346.

Lee, R & Lockshin, L (2011) “Halo effects of tourists’ destination image on domestic product perceptions”, Australasian Marketing Journal, 19, 1, 7-13.

Lee, R, Rungie, C, & Wright, M (2011) “Regularities in the consumption of subscription services”, Journal of Product & Brand Management, 20, 182-189.

Lockshin, L & Cohen, E (2011) “Using product and retail choice attributes for cross-national segmentation”, European Journal of Marketing, 45, 7, 1236-1252.

Nenycz-Thiel, M (2011) “Private labels in Australia - a case where retailer concentration does not predicate private labels share”, Journal of Brand Management, 18, 624-633.

Nenycz-Thiel, M, Romaniuk, J (2011) “The nature and incidence of private label rejection”, Australasian Marketing Journal, 19, 2, 93-99.

Romaniuk, J (2011) “Are you blinded by the heavy (buyer)... or are you seeing the light?”, Journal of Advertising Research, 51, 4, 561-563.

Romaniuk, J, Nguyen, C & East, R (2011) “The accuracy of self-reported probabilities of giving recommendations”, International Journal of Market Research, 53, 4, 507-521.

Rungie, C, Coote, L & Louviere, J (2011) “Structural choice modelling: theory and applications to combining choice experiments”, Journal of Choice Modelling, 4, 3, 1-29.

Sharp, A, Moore, P & Anderson, K (2011) “Are the prompt responders to an online panel survey different from those who respond later?”, Australasian Journal of Market and Social Research, 19, 1, 25-33.

Sirieix, L, Remaud, H, Lockshin, L, Thach, L & Lease, T (2011) “Determinants of restaurant’s owners/managers selection of wines to be offered on the wine list”, Journal of Retailing and Consumer Services, 18, 500-508.

Trembath, R, Romaniuk, J & Lockshin, L (2011) “Building the destination brand: an empirical comparison of two approaches”, Journal of Travel and Tourism Marketing, 28, 8, 804-816.

BOOK cHAPTERs

Dawes, J (2011) “Predictable Patterns in Buyer Behaviour and Brand Metrics: Implications for Brand Managers” in Perspectives on Brand Management, Uncles, M (ed), Tilde University Press, Australia.

Lockshin, L (2011) “The Future of the Champagne Brand” in The Business of Champagne. A Delicate Balance, Charters, S (ed), Routledge, UK.

Wilkinson, J (2011) “International Selling” in Sales Management - A Multinational Perspective, Guenzi, P & Geiger, S (eds), Palgrave Macmillan, Houndmills, UK.

A c A D E M I c O U TcO M E s

REsEARcH DEGREE cOMPLETIONs

PHD

Dr Kerry Mundt

To what extent does cross category loyalty exist

for brand extensions?

Dr Vipul Pare

An examination of buyer behaviour and market

structures in a seafood auction context.

MAsTERs BY REsEARcH

Katherine Anderson

The validity of online proprietary panels for social

and marketing research.

Nicole Hartnett

Distinctive assets and advertising effectiveness.

Natasha Kapulski

First time brand trial in consumer goods markets.

cathy Nguyen

TV to talk about: investigating the content of word

of mouth.

sam wight

Brand awareness metrics: the underlying awareness

of brand users and non-users.

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 3 1

HONOURs

skye Akbar

Indigenous Australian business success:

a marketing perspective for the visual arts industry.

Zac Anesbury

How consistent are partitions across time,

categories and countries?

Therese sjostrom

Light vs regular brand purchases: are we talking

the same language?

Oanh Truong

The incidence of brand rejection.

John Heaslip

Sustainable marketing: implementation and

evaluation. A case study of a global consumer

goods company.

37 PAPERs wERE AccEPTED AT AcADEMIc

cONFERENcEs IN 2011

5th Global Sales Science Institute (GSSI) Conference•

6th International Conference of the Academy •

of Wine Business Research (AWBR)

11th International Marketing Trends Congress•

Academy of Marketing Conference•

Association of Environmental and Resource •

Economists (AERE) Inaugural Summer Conference

Australian and New Zealand Academy of •

Management (ANZAM) Conference

Australian and New Zealand Marketing Academy •

(ANZMAC) Conference

European Marketing Academy (EMAC) •

40th Conference

International Choice Modelling Conference•

VIsITORs TO THE INsTITUTE IN 2011

Professor Scott Armstrong - The Wharton School, •

University of Pennslyvania, USA

Dr Mark Avis - Otago University, NZ•

Professor Arndt Borgmeier •

- Aalen University, Germany

Professor Tatiana Bouzdine Chameeva •

- Bordeaux Ecole du Management, France

Professor Peter Danaher - Melbourne Business •

School, Australia

Professor Robert East - Kingston Business School, UK•

Professor Barbara Mellers - The Wharton School, •

University of Pennsylvania, USA

Mr Brian Rock - Network Ten, Australia•

Professor Philip Stern •

- Loughborough University, UK

Mr Chris Taylor - Network Ten, Australia•

Professor Philip Tetlock - The Wharton School, •

University of Pennsylvania, USA

Professor Malcolm Wright - Massey University, NZ•

Dr Margaret Faulkner, steven Dunn, cathy Nguyen and Dr Richard Lee.

32

I N D U s T R Y cO N F E R E N c E s

AUsTRALIA

Australian Direct Marketing Association Forum, sydney

Professor Byron Sharp - How Brands Grow

Australian Employer Branding & Engagement summit, Melbourne

Dr Karen Nelson-Field - Social Media Trends

Australia & New Zealand chief Marketing Officer’s summit, Gold coast

Dr Carl Driesener - Laws and Growth

criterion conference, sydney

Associate Professor John Dawes - Improving Customer Loyalty

Marcus Evans conference, sydney

Associate Professor John Dawes - Pricing for Growth

International Festival: Battle of Big Thinking, sydney

Professor Byron Sharp - How Brands Grow

E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE 3 3Marketing & Business Development Team: sarah Turner, Natasha Kapulski, Elké seretis, Lindsey Peshanoff and Kirsty willis.

OVERsEAs

Advertising Research Foundation Audience

Measurement conference, UsA

Dr Svetlana Bogomolova - Matchmaker,

Matchmaker, Make Me a Match: A Typology

of Congruent TV Advertising

Austcham conference, china

Associate Professor Jenni Romaniuk - New Facts

on Brand Buying and How Marketing Works

American Marketing Association Research

and strategy summit, UsA

Professor Byron Sharp - How Brands Grow:

Secrets and Science Behind Market Share Growth

Brandworks conference, UsA

Professor Byron Sharp - What Marketers Need

to Unlearn and Learn About What Really Makes

Brands Grow

Global Islamic Marketing conference, UAE

Abou Bakar - An Islamic Perspective of

Internal Marketing

Thought Leaders in Brand Management

conference, switzerland

Associate Professor Jenni Romaniuk - Modelling

Consumer Associations

Thought Leaders in Brand Management

conference, switzerland

Dr Madga Nenycz-Thiel - Self-Report Category

Usage Metrics

wine and Territory: competitiveness strategies

and Local Development conference, Italy

Professor Larry Lockshin - The Development

and Market Impact of Geographical Indications

in the Australian Wine Sector


BOA R D A P P O I N TM E N Ts

Many of our researchers hold Board positions for

both academic and industry bodies. These positions

are important as they provide valuable networking

opportunities and allow us to further disseminate

our knowledge to the marketing community.

New Board appointments for 2011:

EDITORIAL BOARD APPOINTMENTs

Associate Professor’s Rachel Kennedy and Jenni

Romaniuk were appointed to the Editorial Advisory

Board of the Journal of Advertising Research.

Professor Larry Lockshin was appointed to

the Editorial Advisory Board of Agribusiness.

Professor Larry Lockshin was appointed to

the original scientific committee that is forming

the new Elsevier journal, the International Journal

of Wine Economics and Policy.

INDUsTRY BOARD AND

cOMMITTEE APPOINTMENTs

Nicole Hartnett was appointed to the Licensing

Executives Society of Australia and New Zealand

(LESANZ) South Australian Committee. LESANZ is

part of an international community of innovation

and commercialisation professionals.

Dr Anne Sharp was appointed to the Zero Waste

SA Board by the Minister for the Environment.

Zero Waste SA is a South Australian state

government organisation that enables people

to improve their recycling and waste

avoidance practices.

3 5

Dr Anne sharp, Professor Larry Lockshin and Dr Karen Nelson-Field.

T H E F U T U R E

2012 is set to be another big year for the Institute.

In May we will partner with the Advertising Research

Foundation and the Wharton School to host the

EMPGENS2 conference in the USA. Then in December

we will host the Australian and New Zealand

Marketing Academy conference (ANZMAC) here in

Adelaide. These conferences will help us to grow our

reputation and share our knowledge with academics,

strategists and marketers on both sides of the world.

Building our international reputation and global

activity is still a core focus for the Institute and every

year we make progress. This year we are developing

a set of metrics to track our progress. In between

all of this we will continue to publish in journals,

write for media and industry publications, attend

conferences and provide the latest marketing

knowledge to professionals, students and academics.

2012 will see the launch of our own evidence-based

undergraduate marketing textbook. The textbook

will help us disseminate our scientific marketing

knowledge to university students globally, furthering

the impact of our research.

All of this activity involves a lot of behind-the-scenes

work. This is made possible because the Institute

has a bright and enthusiastic team eager to take

on new challenges. This year we will aim to recruit

more talented minds to our successful research

team so we can continue growing through 2012

and beyond.

KEY GOALs FOR 2012

Build our international fame (and track •

our progress)

Publish more articles in top international journals•

Work with our Corporate Sponsors to grow their •

business in Asia

Host two successful conferences, at the •

Wharton School and in Adelaide

Launch an ‘Introduction to Marketing’ textbook•

Virginia Beal, John Heaslip, Ana Mocanu and Julian Major.

3 7E H R E N B E RG - B A ss I N sT I T U T E FO R M A R K E T I N G s c I E NcE3 6

University of south Australia, Adelaide

city west campus, Yungondi Building, Level 4,

GPO Box 2471 Adelaide, south Australia 5001 Australia

Phone: +61 8 8302 0111 Fax: +61 8 8302 0123

[email protected] www.Marketingscience.info

Documents

ANNUAL REPORT 2011...2 ANNUAL REPORT 2011 EHRENBERG-BAss INsTITUTE FOR MARKETING scIENcE 3 cHAIRMAN’s REPORT NEw ADVIsORY BOARD cHAIRs With each passing year the Institute continues