As I travel frequently email is the best form of contact
Jennifer Romaniuk is Research Professor and Associate Director (International) for the Ehrenberg-Bass Institute at the UniSA Business School. As Research Professor, Jennifer researches key areas of marketing effectiveness and as Associate Director (International) for the Ehrenberg-Bass Institute, she oversees the international strategy for both academic and industry engagement.
Jennifer holds a PhD in Brand Management, a Masters by Research in Brand Management, and a Bachelor of Business. Her current research focuses on brand equity, buyer behaviour and word of mouth and her research findings have been published both nationally and internationally, including at European Journal of Marketing, Marketing... Read more
About me
Jennifer Romaniuk is Research Professor and Associate Director (International) for the Ehrenberg-Bass Institute at the UniSA Business School. As Research Professor, Jennifer researches key areas of marketing effectiveness and as Associate Director (International) for the Ehrenberg-Bass Institute, she oversees the international strategy for both academic and industry engagement.
Jennifer holds a PhD in Brand Management, a Masters by Research in Brand Management, and a Bachelor of Business. Her current research focuses on brand equity, buyer behaviour and word of mouth and her research findings have been published both nationally and internationally, including at European Journal of Marketing, Marketing Letters, and Journal of Business Research.
In 2015, Jennifer was named in the top 1% of influential advertising academics. In 2011, she was part of a team receiving the Martin Opperman Memorial Award for the Best Paper of the Year published in the Journal of Travel and Tourism Management. In 2010 she was awarded an Australian Research Council (ARC) Linkage Grant to study how viewers learnt about new TV programs.
Jennifer has engaged local and international industry through her prior work as Executive Editor (International) at the Journal of Advertising Research. She now serves on the journal's Senior Advisory Board.
About me
Member, Advertising Research Foundation
Member, European Marketing Academy
Member, Australia and New Zealand Marketing Academy
About me
Date | Title |
---|---|
03/06/2022 |
Don’t Change Your Brand Name — Unless You Really Have To, https://thefifthskill.com/dont-change-your-brand-name-unless-you-really-have-to/ |
03/06/2022 |
Don't Change Your Brand Name — Unless You Really Have To, https://www.msn.com/en-us/money/smallbusiness/dont-change-your-brand-name-%E2%80%94-unless-you-really-have-to/ar-AAY1ars |
About me
Doctor of Philosophy (Marketing) University of South Australia
Master of Business University of South Australia
Bachelor of Business University of South Australia
Research Professor, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2014-present)
Associate Research Professor, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2011-2013)
Head, Brand Equity Research Group, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2005-2010)
Senior Research Fellow, Marketing Science Centre, University of South Australia (2000-2009)
Brand Equity - Brand strategy, brand salience/mental availability, brand health tracking metrics and detecting the influence of marketing activities.

Distinctive Assets - strategy, measurement and execution
Customer behaviour, loyalty and growth - How brands grow and decline, the value of targeting heavy buyers and 100% sole loyals as growth strategies. 

Word-of-mouth - examining different facets of WOM including impact on behaviour, influences on dissemination and decay rates in emerging and developed markets.
Research
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.
Year | Output |
---|---|
2019 |
3
2
1
|
2019 |
3
3
|
2018 |
Open access
30
24
3
|
2018 |
20
17
|
Year | Output |
---|---|
2023 |
|
2022 |
|
2018 |
22
|
2010 |
|
Year | Output |
---|---|
2018 |
|
2016 |
|
2016 |
|
2016 |
|
2016 |
11
|
2016 |
|
2016 |
|
2016 |
|
2016 |
|
2016 |
|
2016 |
|
2016 |
|
2014 |
5
|
2013 |
|
2013 |
|
Year | Output |
---|---|
2024 |
|
2024 |
Open access
|
2024 |
Open access
4
4
35
|
2024 |
|
2023 |
Open access
3
3
1
|
2023 |
Open access
6
5
|
2022 |
Open access
2
2
1
|
2020 |
15
14
|
2020 |
5
4
|
2020 |
Open access
30
22
13
|
2019 |
3
2
1
|
2019 |
3
3
|
2018 |
Open access
1
1
2
|
2018 |
Open access
30
24
3
|
2018 |
Open access
8
10
|
2018 |
20
17
|
2017 |
Open access
31
27
|
2017 |
Open access
23
18
|
2017 |
16
13
|
2017 |
18
16
9
|
2017 |
41
31
|
2016 |
Open access
7
4
|
2016 |
Open access
5
5
1
|
2016 |
Open access
1
1
|
2016 |
Open access
18
11
1
|
2016 |
Open access
20
7
7
|
2016 |
4
3
|
2016 |
Open access
14
12
|
2016 |
38
34
3
|
2016 |
3
1
|
2016 |
Open access
12
11
|
2016 |
Open access
23
21
|
2016 |
Open access
45
42
|
2015 |
Open access
29
15
|
2015 |
11
10
|
2015 |
2
|
2015 |
3
|
2014 |
7
6
1
|
2014 |
Open access
5
5
|
2014 |
5
|
2014 |
32
27
|
2014 |
19
10
|
2014 |
17
16
|
2014 |
14
13
1
|
2014 |
28
23
|
2013 |
4
5
|
2013 |
7
6
|
2013 |
159
137
|
2013 |
1
2
|
2013 |
6
7
|
2013 |
45
43
|
2013 |
7
8
|
2013 |
15
13
|
2013 |
28
19
|
2012 |
21
14
|
2012 |
28
31
|
2012 |
18
19
|
2012 |
5
5
|
2012 |
44
36
|
2011 |
43
35
|
2011 |
38
32
|
2011 |
8
10
|
2011 |
13
14
|
2011 |
19
17
|
2010 |
15
14
|
2010 |
31
25
|
2010 |
2
1
|
2009 |
Open access
30
26
|
2009 |
12
9
|
2009 |
18
12
|
2009 |
Open access
|
2009 |
47
38
|
2009 |
Open access
34
31
|
2009 |
4
|
2009 |
25
28
|
2009 |
Open access
38
35
|
2008 |
39
34
|
2008 |
Lock, C & Romaniuk, JT 2008, 'Brand Placements in Reality TV', April, pp. 1-5. |
2008 |
|
2008 |
Romaniuk, J 2008, 'WOM brand detractors misunderstood', (July) pp. 16-16. |
2008 |
Romaniuk, JT & Newstead, K 2008, 'In Praise of the 15-second Advertisement', no. 49, pp. 1-3. |
2008 |
27
22
|
2008 |
Sharp, BM & Romaniuk, JT 2008, 'Where knowledge of your brand resides', no. 44, pp. 1-3. |
2008 |
25
22
|
Year | Output |
---|---|
2016 |
Open access
|
2015 |
3
4
|
2011 |
Open access
|
2011 |
Open access
|
2011 |
|
2011 |
Open access
|
2011 |
Open access
|
2010 |
|
2010 |
Open access
|
2010 |
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
|
2009 |
Open access
|
2009 |
Open access
|
2009 |
Open access
|
2009 |
Open access
|
2009 |
Open access
|
2009 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
Year | Output |
---|---|
2019 |
Open access
20
|
2010 |
|
Building Distinctive Brand Assets, published by Oxford University Press 2018How Brands Grow Part 2, published by Oxford University Press 2015
Research
Brand Equity - Brand strategy, brand salience/mental availability, brand health tracking metrics and detecting the influence of marketing activities.

Distinctive Assets - strategy, measurement and execution
Customer behaviour, loyalty and growth - How brands grow and decline, the value of targeting heavy buyers and 100% sole loyals as growth strategies. 

Word-of-mouth - examining different facets of WOM including impact on behaviour, influences on dissemination and decay rates in emerging and developed markets.
Senior Advisory Board - Journal of Advertising Research
Editorial Review Board - Journal of Product and Brand Management, International Journal of Market Research
Past Co-Executive Editor (International) - Journal of Advertising Research
UniSA Business School Research Excellence Awards: Development of Research Talent (2019), Research Commendation (2018), Reserch Commendation (2017), Top Research Team (w. Byron Sharp, Anne Sharp, Elke Seretis & Larry Lockshin) (2016), Going Global (w. Virginia Beal, Margaret Faulkner, Bill Page & William Caruso) (2015), Research Commendation (2014)
External engagement & recognition
Organisation | Country |
---|---|
Greenhill Research and Planning | AUSTRALIA |
Keio University | JAPAN |
Kingston Business School | UNITED KINGDOM |
Kingston University | UNITED KINGDOM |
La Trobe Business School | AUSTRALIA |
LogicLab | UNITED STATES |
London South Bank University | UNITED KINGDOM |
Loughborough University | UNITED KINGDOM |
Mondelez International | SWITZERLAND |
Northwestern University | UNITED STATES |
Otago Business School | NEW ZEALAND |
Southbank University | UNITED KINGDOM |
University of New South Wales | AUSTRALIA |
University of South Australia | AUSTRALIA |
External engagement & recognition
Engagement/recognition | Year |
---|---|
Editorial Review BoardJournal of Consumer Marketing |
2018 |
Editorial Review BoardEmerald |
2018 |
Editorial Review BoardSage Publications |
2018 |
Keynote SpeakerConsumer x Science Conference, Advertising Research Foundation, New York, USA |
2018 |
Senior Advisory BoardAdvertising Research Foundation |
2018 |
Senior Advisory Board MemberJournal of Advertising Research |
2018 |
Editorial Review BoardEmerald |
2017 |
Editorial Review BoardWorld Advertising Research Center WARC |
2017 |
MemberAustralia and New Zealand Marketing Academy (ANZMAC) |
2017 |
MemberEuropean Marketing Academy |
2017 |
Senior Advisory BoardAdvertising Research Foundation |
2017 |
Best Paper AwardAustralasian Marketing Journal |
2016 |
Highly commended paperEmerald Group Publishing |
2014 |
My core responsibility is to develop and deliver seminars to our global corporate sponsors, and train researchers in high quality research output and engagement with industry.
I work with School of Marketing teaching staff to ensure our curriculum is includes the latest research, including course design and appropriate reference material, particularly in the area of Brand managment.
Teaching & student supervision
Supervisions from 2010 shown
Thesis title | Student status |
---|---|
390 - Ehrenberg Bass Institute Research Degree - 2024 | Current |
Ehrenberg Bass Institute Research Degree - 2023 | Current |
Logo or no-go: an investigation into logo changes | Current |
Mirror, mirror on the wall, who's the most distinct Private Label of them? Understanding how Private Labels build brand identities. | Current |
Missing the Message? Examining the Effectiveness of Advertising Message Execution. | Current |
`Pick me, pick me!' Standing out in e-commerce. Uncovering insights regarding successful methods for brand prominence online | Completed |
Advertising two brands: studying the effects of co-advertising on ad and brand memorability | Completed |
Are distinctive assets at your service? | Completed |
Are you keeping track of your light buyers? Understanding and measuring light buyer brand equity. | Completed |
Brand awareness metrics: the underlying awareness of brand users and non-users | Completed |
Brand salience and destination marketing | Completed |
Can we fix the errors in self-reported buying frequencies? | Completed |
Comparing advertising avoidance across television viewing devices | Completed |
Did you get the message? Exploring the effects of advertising brand perceptions on mental availability | Completed |
Distinctive assets and advertising effectiveness | Completed |
Do brands that grow advertise differently to those that do not? | Completed |
Do consumer behaviour empirical generalisations hold in emerging markets? | Completed |
Drawing the spotlight? examining the attention grabbing potential of distinctive assets | Completed |
Evolution, not revolution! An investigation into how to effectively redesign consumer packaged products | Completed |
Exploring the link between consumer behaviour and brand associations | Completed |
How do mental availability metrics respond to advertising? | Completed |
Is sharing really caring? A descriptive investigation of brand sharing for distinctive asset types | Completed |
Retaining the primetime TV audience : examining adjacent program audience duplication across markets | Completed |
Should birds of a feather co-advertise together? | Completed |
Sisters, not twins: an investigation of visual brand identity cohesion across a product portfolio | Completed |
Stand out or get lost: an analysis of social media advertising effectiveness | 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 |
TV to talk about: investigating the content of word of mouth | Completed |
Understanding and predicting new line extension success | Completed |
Understanding consumer knowledge about private labels. A study of brand perceptions and rejection | Completed |
Understanding retail channel distribution in the luxury category | Completed |
Understanding the value of memory metrics in brand health tracking research | Completed |