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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.
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 7
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.
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 9
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
Byron sharp - Director, Ehrenberg-Bass Institute
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
Byron sharp - Director, Ehrenberg-Bass Institute
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
A N N UA L R E PO RT 20111 6
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
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 Coca-Cola Company
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 Coca-Cola Company
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.
A N N UA L R E PO RT 20112 2
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.
A N N UA L R E PO RT 20112 4
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
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
A N N UA L R E PO RT 20112 6
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
Associate Professor •
John Dawes
Associate Professor •
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 •
Associate Professor •
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
A N N UA L R E PO RT 20113 4
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