Charles Graham Home Page, University of South Australia

Research

Research focus

Marketing
Business and Management
Tourism
Banking, Finance and Investment
Built Environment and Design

Research

Outputs

Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus

Open access indicates that an output is open access.

Chapters

Year	Output
2021	Marjan, A, Graham, C, Bruce, M & Mitchell, A 2021, 'Digital loyalty programmes: pull strategies in B2B channel marketing', in JR Saura (ed.), Advanced Digital Marketing Strategies in a Data-Driven Era, IGI Global, US, ch. 4, pp. 51-78. 1

Journal Articles

Year	Output
2025	Dunn, S, Nenycz-Thiel, M, Graham, C, Dawes, J, Danenberg, N, Tanusondjaja, A, Trinh, G & McColl, B 2025, 'How categories grow: the behavioural drivers of revenue growth', Journal of Business Research, vol. 195, article no. pp. 1-12. Open access 2 2
2025	Nagy, M, Bennett, DR & Graham, C 2025, 'Vertical portfolio approach to BOP-led growth in emerging markets', International Marketing Review, online, pp. 1-18. Open access
2023	Graham, C, O'Rourke, G & Khan, KM 2023, 'The Double Jeopardy in high street footfall', Journal of Place Management and Development, vol. 16, no. 4, pp. 541-560. 5 4
2022	Graham, C & Kennedy, R 2022, 'Quantifying the target market for advertisers', Journal of Consumer Behaviour, vol. 21, no. 1, pp. 33-48. Open access 24 23
2021	Dunn, S, Graham, C, Nenycz-Thiel, M & Tanusondjaja, A 2021, 'Investigating undercurrents of stationarity and growth with long-term panel data', International Journal of Market Research, vol. 63, no. 6, pp. 786-809. 8 8 1
2021	Graham, C, Young, F & Marjan, A 2021, 'The generation Z audience for in-app advertising', Journal of Indian Business Research, vol. 13, no. 3, pp. 343-360. 8 7
2020	Marjan, A, Graham, C, Bruce, M & Mitchell, A 2020, 'Dark social: The biggest missed opportunity in digital marketing', Journal of Digital and Social Media Marketing, vol. 8, no. 3, pp. 261-276. Open access 3
2019	Graham, C, Khan, K & Ilyas, M 2019, 'Estimating the value of passing trade from pedestrian density', Journal of Retailing and Consumer Services, vol. 46, pp. 103-111. 9 7
2017	Graham, C, Bennett, D, Franke, K, Henfrey, CL & Nagy Hamada, M 2017, 'Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty', Australasian Marketing Journal, vol. 25, no. 4, pp. 278-287. Open access 38

Reports

Year	Output
2024	Trinh, G, Dawes, J, Sharp, B & Graham, C 2024, The sales importance of non-buyers, Ehrenberg-Bass Institute, Australia.
2019	Sharp, B, Romaniuk, J & Graham, C 2019, Marketing's 60/20 Pareto Law, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia. Open access 20

External engagement & recognition

Collaborations

External engagement & recognition

Collaborations

Organisation	Country
Brandmovers Inc.	UNITED STATES
London South Bank University	UNITED KINGDOM
University of South Australia	AUSTRALIA

Teaching & student supervision

Research degree supervision

Supervisions from 2010 shown

Thesis title	Student status
A systematic investigation of the patterns of buyer sharing inside product portfolios	Current
Ehrenberg Bass Institute Research Degree - 2025	Current
A rose by more than a name: applying brand competition frameworks to categories	Completed
Is footfall all?	Completed
Using double jeopardy to forecast small brand growth	Completed
Where does the bucket leak the most? Are light buyers more vulnerable?	Completed

Dr Charles Graham

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Research

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Projects

Outputs

Chapters

Journal Articles

Reports

External engagement & recognition

Collaborations

Collaborations

Teaching & student supervision

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Research degree supervision

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