Professor Byron Sharp

Professor of Marketing Science UniSA Business

City West Campus (Y3-72)
tel +61 8 830 20715
fax +61 8 830 20442

email Byron.Sharp@unisa.edu.au

Alternative contact

Available for media comment
Research Degree Supervisor

About me

Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, one of the University of South Australia's flagship research institutes. The Ehrenberg-Bass Institute receives untied sponsorship from global corporations such as Coca-Cola, Mars, Procter and Gamble, Unilever, CBS, Turner Broadcasting and a number of other global HQ. Dr Sharp is author of the best-selling research book "How Brands Grow" (Oxford University Press, 2010), voted best marketing book of 2013 by AdAge readers. In 2015 he published the follow up book "How Brands Grow part 2" with Professor Jenni Romaniuk.

His textbook "Marketing Management: theory, evidence, practice" (Oxford Univerity Press, 2013) released it's second edition in 2017.

...

UniSA Business

Recognised and respected for our quality education, career outcomes and research expertise, UniSA Business creates leaders for change and transforms modern business practice.

Other UniSA associations

Enhrenberg-Bass Institute for Marketing Science

Tweets by @UniversitySA

About me

In the media

Date	Title
06/11/2015	How the Mad Men lost the plot, https://www.ft.com/content/cd1722ba-8333-11e5-8e80-1574112844fd

Research

Research themes

Transforming industries
Healthy futures

Highlights

Buyer behaviour and brand performance
Scientific laws in marketing
Market-based assets
Advertising and Media

Research

Outputs

Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus

Open access indicates that an output is open access.

Highlights

Year	Output
2016	Hartnett, N, Kennedy, R, Sharp, B & Greenacre, L 2016, 'Marketers' intuitions about the sales effectiveness of advertisements', Journal of Marketing Behavior, vol. 2, no. 2-3, pp. 177-194. Open access 2
2009	Dawes, JG, Mundt, KA & Sharp, BM 2009, 'Consideration Sets for Financial Services Brands', Journal of Financial Services Marketing, vol. 14, no. 3, pp. 190-202. 12 8

Books

Year	Output
2010	Sharp, B, Dawes, JG, Romaniuk, JT & Scriven, J 2010, How brands grow: what marketers don't know, Oxford University Press, South Melbourne.

Chapters

Year	Output
2018	Sharp, B & Wilson, A 2018, 'Putting 'nudges' in perspective', in W Snijders (ed.), Eat your greens: fact-based thinking to improve your brand’s health, Troubador Publishing, UK, ch. 24, pp. 179-189.
2017	Kennedy, R, Sharp, B & Hartnett, N 2017, 'Advertising', in B Sharp et al. (eds.), Marketing: Theory, Evidence, Practice, Oxford University Press, Australia, ch. 11, pp. 438-493.
2017	Sharp, A, Faulkner, M, Wilson, A, Bogomolova, S & Sharp, B 2017, 'Social Marketing', in B Sharp (ed.), Marketing: Evidence, Theory, Practice, Oxford University Press, Australia, ch. 16, pp. 698-730.
2016	Nenycz-Thiel, M, Romaniuk, J & Sharp, B 2016, 'Building physical availability', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 8, pp. 145-172.
2016	Romaniuk, J & Sharp, B 2016, 'New brands and acquiring new buyers', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 10, pp. 187-202.
2016	Sharp, B & Romaniuk, J 2016, 'And finally, a bit of luxury', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 11, pp. 203-221.
2016	Sharp, B & Romaniuk, J 2016, 'How brands grow', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 1, pp. 1-22.
2016	Sharp, B & Romaniuk, J 2016, 'Target the (whole) market', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 2, pp. 23-42.
2016	Sharp, B & Romaniuk, J 2016, 'Where new customers come from', in J Romaniuk & B Sharp (eds), How brands grow: part 2, Oxford University Press, Australia, ch. 3, pp. 43-61.
2013	Nelson-Field, K, Riebe, E & Sharp, B 2013, 'Emotions and sharing', in K Nelson-Field & B Sharp (eds), Viral marketing: the science of sharing, Oxford University Press, Australia, ch. 3, pp. 13-32.
2013	Nelson-Field, KR, Riebe, EL & Sharp, B 2013, 'Reach [still] reigns', in K Nelson-Field & B Sharp (eds), Viral marketing: the science of sharing, Oxford University Press, Australia, ch. 6, pp. 57-68.

Journal Articles

Year	Output
2020	Anesbury, ZW, Page, B, Driesener, CB, Bellman, S & Sharp, B 2020, 'Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method', Journal of Marketing Management, online, pp. 1-20. 1
2020	Hartnett, N, Greenacre, L, Kennedy, R & Sharp, B 2020, 'Extending validity testing of the persuasion principles index', European Journal of Marketing, vol. 54, no. 9, pp. 2245-2255. Open access 2
2019	Wilson, AL, Nguyen, C, Bogomolova, S, Sharp, B & Olds, T 2019, 'Analysing how physical activity competes: a cross-disciplinary application of the duplication of behaviour law', International Journal of Behavioral Nutrition and Physical Activity, vol. 16, no. 1, article no. 123, pp. 1-13. Open access 6
2018	Dawes, J, Kennedy, R, Green, K & Sharp, B 2018, 'Forecasting advertising and media effects on sales: econometrics and alternatives', International Journal of Market Research, vol. 60, no. 6, pp. 611-620. Open access 1 1 16
2017	Beal, V, Romaniuk, J & Sharp, B 2017, 'Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data', International Journal of Advertising, vol. 37, no. 3, pp. 463-481. Open access 1 1 2
2017	Scriven, J, Clemente, M, Dawes, J, Trinh, G & Sharp, B 2017, 'Buying brands at both regular price and on promotion over time', Australasian Marketing Journal, vol. 25, no. 4, pp. 252-260. 5 6
2017	Sharp, B, Wright, M, Kennedy, R & Nguyen, C 2017, 'Viva la revolution! For evidence-based marketing we strive', Australasian Marketing Journal, vol. 25, no. 4, pp. 341-346. 5 8
2017	Wilson, AL, Sharp, B, Nguyen, C & Bogomolova, S 2017, 'Expanding marketing empirical generalisations to health behaviours: physical activity is not so different from buying behaviour, after-all', Australasian Marketing Journal, vol. 25, no. 4, pp. 317-325. 3 4 5
2016	Danenberg, N, Kennedy, R, Beal, V & Sharp, B 2016, 'Advertising budgeting: a reinvestigation of the evidence on brand size and spend', Journal of Advertising, vol. 45, no. 1, pp. 139-146. Open access 12 6 10
2016	Hartnett, N, Kennedy, R, Sharp, B & Greenacre, L 2016, 'Creative that sells: how advertising execution affects sales', Journal of Advertising, vol. 45, no. 1, pp. 102-112. Open access 21 18 22
2016	Hartnett, N, Kennedy, R, Sharp, B & Greenacre, L 2016, 'Marketers' intuitions about the sales effectiveness of advertisements', Journal of Marketing Behavior, vol. 2, no. 2-3, pp. 177-194. Open access 2
2016	Sharp, B & Hartnett, N 2016, 'Generalisability of advertising persuasion principles', European Journal of Marketing, vol. 50, no. 1-2, pp. 301-305. Open access 3 3
2014	Riebe, E, Wright, M, Stern, P & Sharp, B 2014, 'How to grow a brand: retain or acquire customers?', Journal of Business Research, vol. 67, no. 5, pp. 990-997. Open access 23 22 11
2013	Nelson-Field, K, Riebe, E & Sharp, B 2013, 'More mutter about clutter: extending empirical generalizations to facebook', Journal of Advertising Research, vol. 53, no. 2, pp.186-191. 18 11
2013	Wind, J, Sharp, B & Nelson-Field, K 2013, 'Empirical generalizations: new laws for digital marketing: how advertising research must change', Journal of Advertising Research, vol. 53, no. 2, pp. 175-180. 4 2
2012	Cohen, J, Lockshin, L & Sharp, BM 2012, 'A better understanding of the structure of a wine market using the attribute of variety', International Journal of Business and Globalisation, vol. 8, no. 1, pp. 66-80. Open access 9
2012	Nelson-Field, K, Riebe, E & Sharp, B 2012, 'What's not to "like?": can a Facebook fan base give a brand the advertising reach it needs?', Journal of Advertising Research, vol. 52, no. 2, pp. 262-269. 65 47 8
2012	Sharp, B, Wright, M, Dawes, J, Driesener, C, Meyer-Waarden, L, Stocchi, L & Stern, P 2012, 'It's a dirichlet world: modeling individuals' loyalties reveals how brands compete, grow, and decline', Journal of Advertising Research, vol. 52, no. 2, pp. 203-213. 44 44
2010	Anderson, KE & Sharp, BM 2010, 'Do growing brands win younger consumers?', International Journal of Market Research, vol. 52, no. 4, pp. 433-441. 8 7
2010	Nelson-Field, KR, Lees, G, Riebe, EL & Sharp, BM 2010, 'How successful are media differentiation attempts?', Marketing Bulletin, vol. 21, pp. 1-8.
2009	Dawes, JG, Mundt, KA & Sharp, BM 2009, 'Consideration Sets for Financial Services Brands', Journal of Financial Services Marketing, vol. 14, no. 3, pp. 190-202. 12 8
2009	Nenycz-Thiel, MK, Sharp, BM, Dawes, JG & Romaniuk, JT 2009, 'Competition for memory retrieval between private label and national brands', Journal of Business Research, vol. 63, no. 11, pp. 1142-1147. Open access 22 21
2009	Newstead, K, Taylor, JM, Kennedy, R & Sharp, BM 2009, 'The total long-term sales effects of advertising: lessons from single source', Journal of Advertising Research, vol. 49, no. 2, pp. 207-210. Open access 10 10
2009	Sharp, BM & Wind, J 2009, 'Today's Advertising Laws: Will They Survive the Digital Revolution?', Journal of Advertising Research, vol. 49, no. 2, pp. 120-126. 7 7
2009	Sharp, BM 2009, 'Detroit's Real Problem', Marketing Research, vol. 21, no. 1, pp. 26-27. 3
2009	Sharp, BM, Beal, VN & Collins, M 2009, 'Television: back to the future', Journal of Advertising Research, vol. 49, no. 2, pp. 211-219. Open access 34 29
2009	Taylor, J, Kennedy, R & Sharp, B 2009, 'Is once really enough?: making generalizations about advertising's convex sales response function', Journal of Advertising Research, vol. 49, no. 2, pp. 198-200. 22 15
2009	Wind, J & Sharp, BM 2009, 'Advertising empirical generalizations: implications for research and action', Journal of Advertising Research, vol. 49, no. 2, pp. 246-252. Open access 27 24
2008	Kennedy, R, Sharp, BM & McDonald, C 2008, 'Pure single-source data and take-off time for Project Apollo', no. 491, pp. 32-35.
2008	Romaniuk, JT & Sharp, BM 2008, 'Where knowledge of your brand resides', no. 44, pp. 1-3.
2008	Sharp, BM & Anderson, KC 2008, 'Are Younger Consumers Easier to Win', no. 45, pp. 1-3.
2008	Sharp, BM 2008, 'A Marketing Guide: What to do in a Recession', (July) pp. 1-5.
2008	Sharp, BM 2008, 'Is there a silver lining to recession?', September, pp. 1-4.
2008	Sharp, BM 2008, 'Penetration vs Loyalty: a Clarification', no. 46, pp. 1-1.

Conferences

Year	Output
2016	Ludwichowska, G, Nenycz-Thiel, M, Sharp, B & Dawes, J 2016, 'Brand awareness and mental availability: does more than one cue matter?', 12th Engineering Mathematics and Applications Conference (EMAC 2015), University of South Australia, pp. 1-8.
2012	Livaditis, M, Sharp, A & Sharp, B 2012, 'Evidence of naturally bias behaviour - seating habits at a lecture', Australian and New Zealand Marketing Academy Conference 2012, ANZMAC, pp. 1-7. Open access
2011	Livaditis, M, Sharp, B & Sharp, A 2011, 'Evidence that loyalty is a natural behaviour', in M MacCarthy (ed.), Australian and New Zealand Marketing Academy Conference, ANZMAC, paper no. 435, pp. 1-8. Open access
2010	Beal, V & Sharp, B 2010, 'How do networks schedule program promotions?', in P Ballantine & J Finsterwalder (eds), Australian and New Zealand Marketing Academy Conference, ANZMAC, pp. 1-7. Open access
2010	Dunn, SP, Bogomolova, S & Sharp, BM 2010, 'Nonconscious influence of colour on brand choice', in S Beckmann, T Ringberr & T Ritter (eds), The Six Senses - The Essentials of Marketing, EMAC, pp. 1-8.
2008	Ceber, M, Sharp, BM & Kennedy, R 2008, 'A closer look at TV's desirable audience: the light TV viewer', in Ms Daniela Spanjaard, Dr Sara Denize & Dr Neeru Sharma, Marketing: shifting the focus from mainstream to offbeat : Australian and New Zealand marketing academy conference ANZMAC 2008, ANZMAC, pp. 1-7. Open access
2008	Sharp, BM & Anderson, KC 2008, 'An Empirical Investigation of Age & Loyalty', in Ms Daniela Spanjaard, Dr Sara Denize & Dr Neeru Sharma, Marketing: shifting the focus from mainstream to offbeat : Australian and New Zealand marketing academy conference ANZMAC 2008, ANZMAC, pp. 1-6. Open access

Reports

Year	Output
2019	Sharp, B, Romaniuk, J & Graham, C 2019, Marketing's 60/20 Pareto Law, SSRN, US.
2018	Gelzinis, A, Kennedy, R, Beal, V, Hartnett, N & Sharp, B 2018, What happens to sales when brands stop advertising for long periods?, University of South Australia, Australia.
2018	Redden, P, Beal, V, Kennedy, R, Sharp, B & Hartnett, N 2018, How advertisers rate media buys: developing rules of thumb to guide media selection, University of South Australia, Australia.
2017	Sharp, B, Nenycz-Thiel, M, Martin, J, Anesbury, Z & McColl, B 2017, Are big brands dying?, University of South Australia, Australia. Open access

Other outputs

http://marketinglawsofgrowth.com/index.html

External engagement & recognition

Collaborations

External engagement & recognition

Collaborations

Organisation	Country
Ecole Supérieure d¿Agriculture	FRANCE
Kingston University	UNITED KINGDOM
London South Bank University	UNITED KINGDOM
Massey University	NEW ZEALAND
Monash University	AUSTRALIA
Private Individual	AUSTRALIA
University of Adelaide	AUSTRALIA
University of Pennsylvania	UNITED STATES
University of South Australia	AUSTRALIA
University of Strasbourg	FRANCE
Wharton School	UNITED STATES

External engagement & recognition

Engagement/recognition	Year
Editorial Review Board International Journal of Advertising	2018
Editorial Review Board Journal of Advertising Research	2018
Editorial Board Member Journal of Consumer Marketing	2017
Editorial Board Member Marketing Theory	2017
Editorial Board Member Journal of Advertising Research	2017
Editorial Board Member Australasian Marketing Journal	2017
Editorial Board Member Marketing Bulletin	2017
Member Future of Advertising project, Wharton SEI Center	2017
Editorial Board Member Journal of Advertising Research	2016
Editorial Board Member Journal of Advertising Research	2015
Editorial Board Member Journal of Advertising Research	2014
Best Marketing Book AdAge readers	2013
Editorial Board Member Journal of Advertising Research	2013
Editorial Board Member Journal of Advertising Research	2012
Outstanding Reviewer European Journal of Marketing	2012
Editorial Board Member Journal of Advertising Research	2011

Teaching & student supervision

Highlights

Buyer and Consumer Behaviour
Laws in marketing
Philosophy of Marketing Science
Advertising

Teaching & student supervision

Research degree supervision

Supervisions from 2010 shown

Thesis title	Student status
An empirical analysis of deviations in brand image data across multiple conditions	Current
Using double jeopardy to forecast small brand growth	Current
What's an outdoor advertising spot worth? Understanding the relationship between costings and different outdoor advertising formats.	Current
Advertisements that sell	Completed
Assessing the value of neurophysiological measurement for advertising pre-testing. Are biometrics better?	Completed
Better together? An examination of price promotion and advertising interaction effects	Completed
Branding element variation: a consumer and industry examination	Completed
Can nudging principles encourage behaviours associated with obesity prevention?	Completed
Comparing advertising avoidance across television viewing devices	Completed
Descriptive patterns in wine buying: insights obtained from the evaluation of attributes	Completed
Do commercial brand equity metrics provide useful information?	Completed
Do younger category buyers buy brands and consume media differently from other category buyers?	Completed
From paddock to plate: an investigation of the local food supply chain in Australia	Completed
How bands grow: an examination of patterns of competition in listening behaviour	Completed
How do disruptions to physical and mental availability of brands affect consumer behaviour?	Completed
How do mental availability metrics respond to advertising?	Completed
Investigating the cross-category purchasing between brand extensions	Completed
Is once really enough? measuring the advertising response function	Completed
Let’s get physical! Expanding marketing science to physical activity behaviour	Completed
Light TV viewers: who they are and how they can be reached	Completed
More than meets the eye. Audio branding tactics and advertising memory	Completed
The devil wears Prada...and Chanel...and Calvin Klein. Uncovering the patterns of luxury brand competition	Completed
The effect of television promos on audience behaviour: new programs	Completed
The formation of loyalty, how natural is it?	Completed
The validity of online proprietary panels for social and marketing research	Completed
The value of a brand: a wine retailers perspective	Completed
To what extent does cross category loyalty exist for brand extensions?	Completed
Understanding consumer knowledge about private labels. A study of brand perceptions and rejection	Completed
Understanding new product performance: a descriptive investigation across multiple categories and two countries	Completed
Understanding the value of memory metrics in brand health tracking research	Completed
What happens when brands stop advertising? Documenting long-term sales trends	Completed
What matters in media? An investigation of media decision makers' perceptions of value	Completed
What's the category got to do with it: investigation of retailer performance at the category level in the UK market	Completed

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Professor Byron Sharp

Alternative contact

Alternative contact details

About me

About me

UniSA Business

Other UniSA associations

About me

Professional Associations

In the media

Experience

Qualifications

Work history

Research

Research themes

Highlights

Projects

Outputs

Highlights

Books

Chapters

Journal Articles

Conferences

Reports

Other outputs

Current research & highlights

External engagement & recognition

Collaborations

Collaborations

External engagement & recognition

Editorial Review Board

Editorial Review Board

Editorial Board Member

Editorial Board Member

Editorial Board Member

Editorial Board Member

Editorial Board Member

Member

Editorial Board Member

Editorial Board Member

Editorial Board Member

Best Marketing Book

Editorial Board Member

Editorial Board Member

Outstanding Reviewer

Editorial Board Member

Teaching & student supervision

Highlights

Courses and programs

Research degree supervision

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