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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) will release its second edition in 2017.
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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) will release its second edition in 2017.
Professor Sharp's research has been reported in The Economist, the Financial Times, Bloomberg.
He has published over 100 journal articles and conference papers. He is on the editorial boards of six international journals, and was 2012 outstanding reviewer for the European Journal of Marketing.
With Professor Jerry Wind at Wharton he organised two conferences at the Wharton School on empirical laws concerning advertising, both conferences resulted in special issues of the Journal of Advertising Research.
About me
| Date | Title |
|---|---|
| 06/11/2015 |
How the Mad Men lost the plot, https://www.ft.com/content/cd1722ba-8333-11e5-8e80-1574112844fd |
About me
Doctor of Philosophy The University of Adelaide
Master of Business University of South Australia
Bachelor of Commerce The University of Auckland
1999 - present Professor of Marketing Science, University of South Australia
1995 - present Director, Ehrenberg-Bass Institute, University of South Australia
1989 - 1991 Marketing Manager, Techsearch Inc
1988 - 1989 Business Information Services Representative, Dun & Bradstreet
Research
Excludes commercial-in-confidence projects.
Customer loyalty tracking, Various, 01/01/2015 - 31/12/2020
Advertising pretesting, Various, 01/01/2015 - 31/12/2020
Customer and stakeholder satisfaction, Various, 01/01/2015 - 31/12/2020
Laws of growth analysis, Various, 01/01/2015 - 31/12/2020
Consumer behaviour research, Various, 01/01/2015 - 31/12/2020
Advertising effectiveness, Various, 01/01/2015 - 31/12/2020
Advertising and media budgeting, Various, 01/01/2015 - 31/12/2020
Media evaluations, Various, 01/01/2015 - 31/12/2020
Brand equity and brand health measurement, Various, 01/01/2015 - 31/12/2020
Distinctive assets testing, Various, 01/01/2015 - 31/12/2020
Mental availability measurement, Various, 01/01/2015 - 31/12/2020
How viewers learn about new TV programs: the influence of TV promotions and word-of-mouth, ARC - Linkage Project, 18/09/2008 - 30/06/2013
Research
Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2016 |
Open access
2
|
| 2009 |
11
8
|
| Year | Output |
|---|---|
| 2010 |
26
|
| Year | Output |
|---|---|
| 2018 |
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2013 |
|
| 2013 |
|
| Year | Output |
|---|---|
| 2018 |
19
|
| 2017 |
Open access
2
|
| 2017 |
1
1
|
| 2017 |
1
7
|
| 2017 |
1
1
5
|
| 2016 |
Open access
7
4
7
|
| 2016 |
Open access
9
9
23
|
| 2016 |
Open access
2
|
| 2016 |
Open access
2
2
|
| 2014 |
19
16
10
|
| 2013 |
12
8
|
| 2013 |
3
2
|
| 2012 |
5
|
| 2012 |
53
36
3
|
| 2012 |
34
35
|
| 2010 |
6
4
3
|
| 2010 |
|
| 2009 |
11
8
|
| 2009 |
Open access
19
15
|
| 2009 |
Open access
8
6
|
| 2009 |
6
6
|
| 2009 |
3
|
| 2009 |
Open access
31
27
|
| 2009 |
14
13
|
| 2009 |
Open access
23
21
|
| 2008 |
|
| 2008 |
|
| 2008 |
|
| 2008 |
|
| 2008 |
Sharp, BM 2008, 'Is there a silver lining to recession?', WARC Online Exclusive, September, pp. 1-4. |
| 2008 |
|
| Year | Output |
|---|---|
| 2016 |
|
| 2012 |
Open access
|
| 2011 |
Open access
|
| 2010 |
Open access
|
| 2010 |
|
| 2008 |
Open access
|
| 2008 |
Open access
|
| Year | Output |
|---|---|
| 2017 |
Open access
|
http://marketinglawsofgrowth.com/index.html
Research
External engagement & recognition
| Organisation | Country |
|---|---|
| Ecole Supérieure d¿Agriculture | FRANCE |
| Kingston University | UNITED KINGDOM |
| London South Bank University | UNITED KINGDOM |
| Massey University | NEW ZEALAND |
| 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 BoardInternational Journal of Advertising |
2018 |
Editorial Review BoardJournal of Advertising Research |
2018 |
Editorial Board MemberJournal of Consumer Marketing |
2017 |
Editorial Board MemberMarketing Theory |
2017 |
Editorial Board MemberJournal of Advertising Research |
2017 |
Editorial Board MemberAustralasian Marketing Journal |
2017 |
Editorial Board MemberMarketing Bulletin |
2017 |
MemberFuture of Advertising project, Wharton SEI Center |
2017 |
Editorial Board MemberJournal of Advertising Research |
2016 |
Editorial Board MemberJournal of Advertising Research |
2015 |
Editorial Board MemberJournal of Advertising Research |
2014 |
Best Marketing BookAdAge readers |
2013 |
Editorial Board MemberJournal of Advertising Research |
2013 |
Editorial Board MemberJournal of Advertising Research |
2012 |
Outstanding ReviewerEuropean Journal of Marketing |
2012 |
Editorial Board MemberJournal of Advertising Research |
2011 |
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Brand equity and brand growth | Current |
| How do disruptions to mental and physical availability affect consumer behaviour? | Current |
| Investigating the cross-category purchasing between brand extensions | Current |
| Let’s get physical! Expanding marketing science to physical activity behaviour | Current |
| What is a media spot worth? Exploring variation in the impact of outdoor advertisements | 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 do mental availability metrics respond to advertising? | Completed |
| Is once really enough? measuring the advertising response function | Completed |
| Light TV viewers: who they are and how they can be reached | 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 |
