How Brands Grow: Part 2
Emerging Markets, Services, Durables, New and Luxury Brands
Jenni Romaniuk
Byron Sharp
Author Information
Jenni Romaniuk, Associate Director (International), Ehrenberg-Bass Institute for Marketing Science
Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science
Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing.
Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.
Contributors:
Dr Magda Nenycz-Thiel is a Senior Researcher at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia (www.MarkeitngScience.info). Magda's main research area is retailing, with particular focus on private-label brands, category growth and online shopping behaviour. She has published in international journals such as the Journal of Business Research, Journal of Advertising Research and Journal of Marketing Management. She is associate editor of the Journal of Consumer Behaviour. Magda is leading global research projects for members of the Instituteâs Corporate Sponsorship Program and regularly presents her research to industry leaders at industry and academic conferences all over the world.
Robert East is Emeritus professor of consumer behaviour at Kingston Business School, London and adjunct professor at Ehrenberg-Bass Institute for Marketing Science, University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research focuses on store use, consumer loyalty and brand switching and word-of-mouth patterns. Robert East is the founding author of an evidence-based textbook,Consumer Behaviour: Applications in Marketing (2013) London: Sage.
