Byron Sharp

Prof Byron Sharp

Professor of Marketing Science

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Available For Media Comment.

Professor Byron Sharp is one of the world's most famous Professors of Marketing.  His book How Brands Grow (Oxford University Press 2010) has been translated into more than a dozen languages, and is repeatedly listed as the most influential text in marketing today.  His research has been reported in The Economist, the Financial Times, Bloomberg TV, Ad Age, Marketing Week, The Australian.
He is the Director of the Ehrenberg-Bass Institute, one of the University of South Australia's flagship research institutes.  The Ehrenberg-Bass Institute is the home of evidence-based marketing.  Its fundamental reseach is supported by untied sponsorship from global corporations such as Capital One, Coca-Cola, Henkel, McDonalds, Suntory, and many other global HQ.
Dr Sharp is author of "How Brands Grow", 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 (with collegues) "Marketing Management: theory, evidence, practice" (Oxford University Press 2013, 2nd edition 2017).These research books have been translated into more than a dozen languages.
Professor Sharp's has published over 100 peer reviewed acadmic journal articles, and is one of the world's most published and cited advertising resarchers.  He is on the editorial boards of five international journals.  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.
https://www.marketingscience.info/award-winning-research/

  • Buyer behaviour and brand performance
  • Scientific laws in marketing
  • Market-based assets
  • Advertising and Mediahttps://scholar.google.com.au/citations?user=Vug6DqUAAAAJ&hl=en&oi=ao

Year Citation
2025 Trinh, G., Dawes, J., & Sharp, B. (2025). Predicting transitions in alcohol buying behaviour. Journal of Marketing Management, 41(7-8), 599-620.
DOI
2024 Bali, L. M., Anesbury, Z. W., Phua, P., & Sharp, B. (2024). How prevalent are suggestive brand names and distinctive assets? An AI-human approach. International Journal of Market Research, 66(5), 631-649.
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2024 Trinh, G. T., Dawes, J., & Sharp, B. (2024). Where is the brand growth potential? an examination of buyer groups. Marketing Letters, 35(1), 95-106.
DOI
2024 McDonald, H., Dunn, S., Schreyer, D., & Sharp, B. (2024). Understanding consumer behaviour in evolving subscription markets-lessons from sports season tickets research. Journal of Service Management, 35(1), 89-107.
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2023 Sharp, B., Dawes, J., & Victory, K. (2023). The market-based assets theory of brand competition. Journal of Retailing and Consumer Services, 76(103566), 1-13.
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2022 Trinh, G., Dawes, J., Wright, M. J., Danenberg, N., & Sharp, B. (2022). Extended conditional trend analysis: predicting triple period buyer flows with a tri-variate NBD model. Journal of Consumer Behaviour, 21(1), 92-101.
DOI Scopus3
2022 Dawes, J., Graham, C., Trinh, G., & Sharp, B. (2022). The unbearable lightness of buying. Journal of Marketing Management, 38(7-8), 683-708.
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2022 Anesbury, Z. W., Bellman, S., Driesener, C., Page, B., & Sharp, B. (2022). Ageism kills brands. Australasian Marketing Journal, 30(4), 364-370.
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2021 Hartnett, N., Gelzinis, A., Beal, V., Kennedy, R., & Sharp, B. (2021). When brands go dark: examining sales trends when brands stop broad-reach advertising for long periods. Journal of Advertising Research, 61(3), 247-259.
DOI
2021 Grasby, A., Corsi, A., Dawes, J., Driesener, C., & Sharp, B. (2021). How loyalty extends across product categories. Journal of Consumer Behaviour, 21(1), 153-163.
DOI Scopus12 WoS12
2020 Vaughan, K., Corsi, A. M., Beal, V., & Sharp, B. (2020). Measuring advertising's effect on mental availability. INTERNATIONAL JOURNAL OF MARKET RESEARCH, 63(5), 17 pages.
DOI Scopus10 WoS9
2020 Anesbury, Z. W., Page, B., Driesener, C. B., Bellman, S., & Sharp, B. (2020). Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method. Journal of Marketing Management, 36(15-16), 1591-1610.
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2020 Hartnett, N., Greenacre, L., Kennedy, R., & Sharp, B. (2020). Extending validity testing of the persuasion principles index. European Journal of Marketing, 54(9), 2245-2255.
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2019 Wilson, A. L., 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, 16(1, article no. 123), 1-13.
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2018 Sharp, B., Danenberg, N., & Bellman, S. (2018). Correction: Psychological targeting (Proceedings of the National Academy of Sciences of the United States of America (2018) 115 (E7890) DOI: 10.1073/pnas.1810436115). Proceedings of the National Academy of Sciences of the United States of America, 115(39), E9257.
DOI
2018 Sharp, B., Danenberg, N., & Bellman, S. (2018). Psychological targeting. Proceedings of the National Academy of Sciences of the United States of America, 115(34), 7890.
DOI Scopus11 Europe PMC1
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, 60(6), 611-620.
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2018 Beal, V., Romaniuk, J., & Sharp, B. (2018). Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data. International journal of advertising, 37(3), 463-481.
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2017 Sharp, B. (2017). A brand's fortunes are not written in today's attitude score. Australian market and social research society: research news, 34(2), 14-17.
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, 25(4), 252-260.
DOI
2017 Wilson, A. L., 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, 25(4), 317-325.
DOI
2017 Sharp, B., Wright, M., Kennedy, R., & Nguyen, C. (2017). Viva la revolution! For evidence-based marketing we strive. Australasian marketing journal, 25(4), 341-346.
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2016 Hartnett, N., Kennedy, R., Sharp, B., & Greenacre, L. (2016). Marketers' intuitions about the sales effectiveness of advertisements. Journal of marketing behavior, 2(2-3), 177-194.
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2016 Sharp, B., & Hartnett, N. (2016). Generalisability of advertising persuasion principles. European journal of marketing, 50(1-2), 301-305.
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2016 Hartnett, N., Kennedy, R., Sharp, B., & Greenacre, L. (2016). Creative that sells: how advertising execution affects sales. Journal of advertising, 45(1), 102-112.
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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, 45(1), 139-146.
DOI Scopus19
2014 Riebe, E., Wright, M., Stern, P., & Sharp, B. (2014). How to grow a brand: retain or acquire customers?. Journal of business research, 67(5), 990-997.
DOI
2013 Nelson-Field, K., Riebe, E., & Sharp, B. (2013). More mutter about clutter: Extending empirical generalizations to facebook. Journal of Advertising Research, 53(2), 186-191.
DOI Scopus32 WoS24
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, 53(2), 175-180.
DOI Scopus6 WoS2
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, 52(2), 262-269.
DOI Scopus91 WoS68
2012 Cohen, J., Lockshin, L., & Sharp, B. M. (2012). A better understanding of the structure of a wine market using the attribute of variety. International journal of business and globalisation, 8(1), 66-80.
DOI Scopus18
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, 52(2), 203-213.
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2010 Nelson Field, K. R., Lees, G., Riebe, E. L., & Sharp, B. M. (2010). How successful are media differentiation attempts?. Marketing bulletin, 21, 1-8.
2010 Anderson, K. E., & Sharp, B. M. (2010). Do growing brands win younger consumers?. International journal of market research, 52(4), 433-441.
DOI
2009 Nenycz Thiel, M. K., Sharp, B. M., Dawes, J. G., & Romaniuk, J. T. (2009). Competition for memory retrieval between private label and national brands. Journal of business research, 63(11), 1142-1147.
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2009 Newstead, K., Taylor, J. M., Kennedy, R., & Sharp, B. M. (2009). The total long-term sales effects of advertising: lessons from single source. Journal of advertising research, 49(2), 207-210.
DOI Scopus13 WoS11
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, 49(2), 198-200.
DOI WoS28
2009 Sharp, B. M. (2009). Detroit's real problem : it's customer acquisition, not loyalty. Marketing research: a magazine of management and applications, 21(1), 26-27.
2009 Sharp, B. M., & Wind, J. (2009). Today's advertising laws : will they survive the digital revolution?. Journal of advertising research, 49(2), 120-126.
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2009 Dawes, J. G., Mundt, K. A., & Sharp, B. M. (2009). Consideration sets for financial services brands. Journal of financial services marketing, 14(3), 190-202.
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2009 Sharp, B. M., Beal, V. N., & Collins, M. (2009). Television: back to the future. Journal of advertising research, 49(2), 211-219.
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2009 Wind, J., & Sharp, B. M. (2009). Advertising empirical generalizations: implications for research and action. Journal of advertising research, 49(2), 246-252.
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2008 Sharp, B. M. (2008). Is there a silver lining to recession?. WARC Online, September, 1-4.
2008 Sharp, B. M. (2008). A marketing guide: what to do in a recession. Ehrenberg-Bass Institute publication, July, 1-5.
2008 Kennedy, R., Sharp, B. M., & McDonald, C. (2008). Pure single-source data and take-off time for project Apollo. Admap magazine, (491), 32-35.
2008 Sharp, B. M. (2008). Penetration vs loyalty: a clarification. Ehrenberg-Bass Institute research and development report, (46), 1.
2008 Romaniuk, J. T., & Sharp, B. M. (2008). Where knowledge of your brand resides. Ehrenberg-Bass Institute research and development reports, (44), 1-3.
2008 Sharp, B. M., & Anderson, K. C. (2008). Are younger consumers easier to win. Ehrenberg-Bass Institute research and development reports, (45), 1-3.
2007 Sharp, B. M. (2007). Loyalty limits for repertoire markets. Journal of Empirical Generalisations in Marketing Science.
2007 Romaniuk, J. T., Sharp, B. M., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand differentiation. Australasian marketing journal.
2007 Sharp, B. M., & Romaniuk, J. T. (2007). There is a Pareto Law - but not as you know it. Ehrenberg-Bass Institute Report 42 for Corporate Members.
2006 Mundt, K. A., Dawes, J. G., & Sharp, B. M. (2006). Can a brand outperform competitors on cross-category loyalty? : an examination of cross-selling metrics in two financial services markets. Journal of consumer marketing, 23(7), 465-469.
DOI
2005 Riebe, E. L., & Sharp, B. M. (2005). Does triple jeopardy exist for retail chains?. Journal of empirical generalisations in marketing science.
2004 Romaniuk, J. T., & Sharp, B. M. (2004). Conceptualizing and measuring brand salience. Marketing theory, 4(4), 327-342.
DOI
2004 Romaniuk, J. T., Sharp, B. M., Paech, S. J., & Driesener, C. B. (2004). Brand and advertising awareness : a replication and extension of a known empirical generalisation. Australasian marketing journal, 12(3), 70-80.
DOI
2003 Romaniuk, J. T., & Sharp, B. M. (2003). Measuring brand perceptions : testing quantity and quality. Journal of targeting, measurement and analysis for marketing, 11(3), 218-229.
DOI
2003 McDonald, H., Corkindale, D. R., & Sharp, B. M. (2003). Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test. Journal of Marketing Theory and Practice, 11(3), 84-95.
DOI
2003 Macdonald, E., & Sharp, B. M. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin.
2003 Romaniuk, J. T., & Sharp, B. M. (2003). Brand salience and customer defection in subscription markets. Journal of marketing management, 19(1), 25-44.
DOI
2002 Sharp, B. M., Riebe, E. L., & Dawes, J. G. (2002). A marketing economy of scale - big brands loss less of their customer base than small brands. Marketing Bulletin.
2002 Sharp, B. M., Wright, M., & Goodhardt, G. (2002). Purchase loyalty is polarised into either repertoire of subscription patterns. Australasian marketing journal.
2002 Wright, M., Sharp, R. A., & Sharp, B. M. (2002). Market statistics for the Dirichlet model. International journal of research in marketing, 19(1), 81-90.
DOI
2001 Sharp, B. M., & Dawes, J. G. (2001). What is differentiation and how does it work?. Journal of Marketing Management.
2000 Dawes, J. G., & Sharp, B. M. (2000). The reliability and validity of objective measures of customer service: "mystery shopping". Australasian Journal of Market Research.
2000 Romaniuk, J. T., & Sharp, B. M. (2000). Using known patterns in image data to determine brand positioning. International journal of market research.
2000 Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48(1), 5-15.
DOI
2000 Ehrenberg, A., Barnard, N., & Sharp, B. (2000). Decision models or descriptive models?. International Journal of Research in Marketing, 17(2-3), 147-158.
DOI
1998 Maio Mackay, M., Romaniuk, J. T., & Sharp, B. M. (1998). A Classification of Brand Equity Research Endeavours. Journal of brand management.
1998 Wright, M. J., Sharp, B. M., & Sharp, R. A. (1998). Are Australian Brands Different?. The journal of product and brand management, 7(6), 465-480.
DOI
1998 Riquier, C. J., Kennedy, R. E., & Sharp, B. M. (1998). Behaviours versus Demographics as Identifiers of CHAID Splits: Implications for Segment Formation. Journal of Segmentation in Marketing: Innovations in Market Identification and Targeting.
1997 Sharp, R. A., & Sharp, B. M. (1997). Understanding Salesperson Effectiveness: A Comparison of Telemarketing and Face-to-Face Sales. Journal of the American Telemarketing Association.
1997 Sharp, B. M., Riquier, C. J., & Luxton, S. (1997). Probabilistic Segmentation Modelling. International Journal of Market Research.
1997 Sharp, R. A., & Sharp, B. M. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International journal of research in marketing, 14(5), 473-486.
DOI
1996 Dawes, J., & Sharp, B. (1996). Independent empirical support for Porter's generic marketing strategies? A re-analysis using correspondence analysis. Journal of Empirical Generalisations in Marketing Science, 1(2), 36-53.

Year Citation
2018 Sharp, B., & Wilson, A. (2018). Putting 'nudges' in perspective. In W. Snijders (Ed.), Source details - Title: Eat your greens: fact-based thinking to improve your brand’s health (pp. 179-189). UK: Troubador Publishing.
2017 Sharp, B., Bellman, S., Beal, V., Riebe, E., & Nelson Field, K. (2017). Media decisions. In B. Sharp (Ed.), Source details - Title: Marketing theory evidence practice (Second ed., pp. 494-557). Australia: Oxford University Press.
2017 Sharp, A., Faulkner, M., Wilson, A., Bogomolova, S., & Sharp, B. (2017). Social Marketing. In B. Sharp (Ed.), Source details - Title: Marketing: Evidence, Theory, Practice (2 ed., pp. 698-730). Australia: Oxford University Press.
2017 Kennedy, R., Sharp, B., & Hartnett, N. (2017). Advertising - 2nd edition. In B. Sharp (Ed.), Source details - Title: Marketing: Theory, Evidence, Practice (2nd ed. ed., pp. 438-493). Australia: Oxford University Press.
2016 Sharp, B., & Romaniuk, J. (2016). Target the (whole) market. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 23-42). Australia: Oxford University Press.
2016 Sharp, B., & Romaniuk, J. (2016). How brands grow. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 1-22). Australia: Oxford University Press.
2016 Nenycz Thiel, M., Romaniuk, J., & Sharp, B. (2016). Building physical availability. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 145-172). Australia: Oxford University Press.
2016 Sharp, B., & Romaniuk, J. (2016). Where new customers come from. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 43-61). Australia: Oxford University Press.
2016 Sharp, B., & Romaniuk, J. (2016). And finally, a bit of luxury. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 203-221). Australia: Oxford University Press.
2016 Romaniuk, J., & Sharp, B. (2016). New brands and acquiring new buyers. In J. Romaniuk, & B. Sharp (Eds.), Source details - Title: How brands grow: part 2 (pp. 187-202). Australia: Oxford University Press.
2013 Sharp, B., Riebe, E., & Nelson Field, K. (2013). Media decisions: reaching buyers with advertising. In B. Sharp (Ed.), Source details - Title: Marketing: theory, evidence, practice (pp. 378-438). US: Oxford University Press.
2013 Kennedy, R., Sharp, B. M., & Hartnett, N. (2013). Advertising. In B. Sharp (Ed.), Source details - Title: Marketing: theory, evidence, practice (pp. 330-368). Australia: Oxford University Press.
2013 Nelson Field, K., Riebe, E., & Sharp, B. (2013). Emotions and sharing. In K. Nelson-Field, & B. Sharp (Eds.), Source details - Title: Viral marketing: the science of sharing (pp. 13-32). Australia: Oxford University Press.
2013 Sharp, B., & Sorensen, H. (2013). Physical availability, retailing and shopping. In B. Sharp (Ed.), Source details - Title: Marketing: theory, evidence, practice (pp. 278-299). Australia: Oxford University Press.
2013 Sharp, B. (2013). What do Marketing Executives Do?. In B. Sharp (Ed.), Source details - Title: Marketing: theory, evidence, practice (pp. 2-31). Australia: Oxford University Press.
2013 Sharp, B. M., & Bogomolova, S. (2013). Meaningful Marketing Metrics. In B. Sharp (Ed.), Source details - Title: Marketing: Theory, evidence, practice (pp. 78-129). Australia: Oxford University Press.
2013 Kennedy, R., Sharp, B., & Danenberg, N. (2013). Customer segmentation and targeting. In Source details - Title: Marketing: theory, evidence, practice (pp. 218-245). South Melbourne, Victoria: Oxford University Press.
2013 Nelson Field, K. R., Riebe, E. L., & Sharp, B. (2013). Reach [still] reigns. In K. Nelson-Field, & B. Sharp (Eds.), Source details - Title: Viral marketing: the science of sharing (pp. 57-68). Australia: Oxford University Press.
2013 Sharp, B., Bogomolova, S., Livaditis, M., & Nenycz Thiel, M. (2013). Consumer behaviour and business buyer behaviour. In Source details - Title: Marketing: theory, evidence, practice. South Melbourne, Victoria: Oxford University Press.
1996 Sharp, B., & Dawes, J. (1996). Is differentiation optional? A critique of Porter's competitive strategy typology. In P. Earl (Ed.), Source details - Title: Management, marketing, and the competitive process (pp. 268-287). UK: Edward Elgar Publishing Limited.
DOI

Year Citation
2017 Azzurro, A. M., Lockshin, L., Sharp, B., Nguyen, C., & Bogomolova, S. (2017). Factors influencing retailers' decision to stock wine: Brand or region?. In Academy of Wine Business Research (pp. 1). US.
2016 Ludwichowska, G., Nenycz Thiel, M., Sharp, B., & Dawes, J. (2016). Brand awareness and mental availability: does more than one cue matter?. In Proceedings of the Engineering mathematics and applications conference (pp. 1-8). Australia: University of South Australia.
2012 Livaditis, M., Sharp, A., & Sharp, B. (2012). Evidence of naturally bias behaviour - seating habits at a lecture. In Australian and New Zealand Marketing Academy Conference 2012 Proceedings (pp. 1-7). Australia: ANZMAC.
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 proceedings (pp. 1-8). Australia: ANZMAC.
2010 Dunn, S. P., Bogomolova, S., & Sharp, B. M. (2010). Nonconscious influence of colour on brand choice. In S. Beckmann, T. Ringberr, & T. Ritter (Eds.), Proceedings of the 39th EMAC conference (pp. 1-8). Denmark: EMAC.
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 proceedings: Doing more with less (pp. 1-7). New Zealand: ANZMAC.
2008 Ceber, M., Sharp, B. M., & Kennedy, R. (2008). A closer look at tv's desirable audience : the light tv viewer. In Australian and New Zealand marketing academy conference ANZMAC 2008. Marketing: shifting the focus from mainstream to offbeat (pp. 1-7). Australia: ANZMAC.
2008 Sharp, B. M., & Anderson, K. C. (2008). An empirical investigation of age and loyalty. In Australian and New Zealand marketing academy conference ANZMAC 2008. Marketing: shifting the focus from mainstream to offbeat (pp. 1-6). Australia: ANZMAC.
2008 Taylor, J., Kennedy, R., & Sharp, B. (2008). Is once really enough? Do we have an empirical generalisation about the short-term sales effects of advertising. In Empirical generalizations in advertising conference (pp. 1-13). US: Wharton School, SEI Centre for Advanced Studies in Management.
2007 Nelson Field, K. R., Riebe, E. L., Sharp, B. M., & Lees, G. (2007). A multi-year study of how well radio propositions describe their actual listener base with implications for targeting strategy. In T. Thyne, & M. M. (Eds.), ANZMAC, Australian and New Zealand Marketing Academy : Conference 2007 : abstracts and programme : 3Rs - reputation, responsibility, relevance. New Zealand: University of Otago.
2007 Nenycz Thiel, M. K., Sharp, B. M., & Romaniuk, J. T. (2007). How do private labels compete with national brands in the consideration stage?. In T. Thyne, & M. M. (Eds.), ANZMAC, Australian and New Zealand Marketing Academy : Conference 2007 : abstracts and programme : 3Rs - reputation, responsibility, relevance. New Zealand: University of Otago.
2007 Kennedy, R., McDonald, C., & Sharp, B. M. (2007). The changing face of advertising research. In AMSRS Conference 2007: THE CHANGING FACE OF RESEARCH : CD of speakers papers. NSW, Australia: Australian Market and Social Research Society.
2006 Danenberg, N. J., Kennedy, R., & Sharp, B. M. (2006). Some Practical and Theoretical Difficulties of Target Marketing. In A. Avlonitis, & G. J (Eds.), Sustainable Marketing Leadership. Athens: European Marketing Academy.
2006 Driesener, C. B., Rungie, C. M., & Sharp, B. M. (2006). Confirmation of the dirichlet brand loyalty parameter limits for repertoire categories : 127 replications. In Sustainable marketing leadership : a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece. Athens, Greece: Dept. of Marketing & Communication, Athens University of Economics & Business.
2005 Nelson Field, K. R., Lees, G., Riebe, E. L., & Sharp, B. M. (2005). How well do radio network marketers portray their own audiences? A study of the differences in radio audience demographics with implications for targeting strategy. In P. Purchase, & S. Sharon (Eds.), ANZMAC 2005 Conference Conference Proceedings. Australia: ANZMAC.
2004 Allsopp, J., Sharp, B. M., & Dawes, J. G. (2004). The double jeopardy line - empirical results. In ANZMAC (Australian and New Zealand Marketing Academy) 2004 Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Australian and New Zealand Marketing Academy.
2004 Mundt, K. A., Dawes, J. G., & Sharp, B. M. (2004). Evaluation sets in financial services. In ANZMAC (Australian and New Zealand Marketing Academy) 2004 Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Australian and New Zealand Marketing Academy.
2003 Romaniuk, J. T., & Sharp, B. M. (2003). 'Pareto share' in customer knowledge based brand knowledge. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: ANZMAC.
2003 Paech, S. J., Riebe, E. L., & Sharp, B. M. (2003). What do people do in the advertisement breaks?. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2003 Mundt, K., Sharp, B. M., & Dawes, J. G. (2003). An investigation of multi-product loyalty in financial services. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2003 Romaniuk, J. T., Sharp, B. M., Paech, S. J., & Driesener, C. B. (2003). Testing an empirical generalisation: the underlying structure of brand (and ad) awareness scores. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2003 Sharp, R. A., Sharp, B. M., & Redford, N. (2003). Positioning and partitioning - a replication and extension. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: ANZMAC.
2003 Sharp, B. M., & Allsopp, J. (2003). Can big brands expect more of their sales revenue growth to come from loyalty or penetration?. In Proceedings of the 32nd EMAC Conference: Marketing - Responsible and Relevant?. Glasgow, Scotland: University of Strathclyde.
2003 Mansfield, A. J., Romaniuk, J. T., & Sharp, B. M. (2003). Competition among international tourist destinations: applying the duplication of purchase law. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2003 Dawes, J. G., Riebe, E. L., & Sharp, B. M. (2003). Radio advertising effectiveness under high and low clutter formats. In Marketing : responsible and relevant? : proceedings of the 32nd EMAC conference, May 20-23rd, 2003. Glasgow, Scotland: University of Strathclyde.
2003 Riebe, E. L., Sharp, B. M., & Stern, P. (2003). An empirical investigation of customer defection and acquisition rates for declining and growing brands. In Proceedings of the 32nd European Marketing Academy (EMAC) conference. Glasgow, Scotland: University of Strathclyde.
2003 Nicholls, E. J., Romaniuk, J. T., & Sharp, B. M. (2003). The effect of advertised messages on light and heavy users' brand perceptions. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2002 Sharp, B. M., Beal, V. N., & Romaniuk, J. T. (2002). Quantifying an empirical generalisation: Usage and advertising recall in the International Travel Market. In ANZMAC 2002 Conference Proceedings. Melbourne, Australia: Deakin University and the Australian and New Zealand Marketing Academy.
2002 Romaniuk, J. T., & Sharp, B. M. (2002). The concept of brand salience and implications for measurement. In M. Farhangmehr (Ed.), 31st EMAC Conference: Marketing in a Changing World - Scope, opportunities adn Challenges. Braga, Portugal: European Marketing Academy.
2002 Sharp, B. M., & Allsopp, J. (2002). Where does sales revenue growth come from?. In R. Shaw, S. Adam, & H. McDonald (Eds.), ANZMAC 2002 Conference Proceedings. Melbourne, Australia: CD.
2002 Riebe, E. L., Sharp, B. M., & Stern, P. (2002). An empirical investigation of customer defection and acquisition rates for declining and growing pharmaceutical brands. In ANZMAC 2002 Conference Proceedings. Melbourne, Australia: CD.
2002 Riebe, E. L., Dawes, J. G., & Sharp, B. M. (2002). Testing the relationship between radio advertising clutter and recall. In ANZMAC 2002 Conference Proceedings. Melbourne, Australia: Deakin University.
2001 Sharp, B. M., & Vieceli, J. (2001). The inhibiting effect of brand salience on brand name recall. In S. Chetty, & B. Collins (Eds.), Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.
2001 Romaniuk, J. T., & Sharp, B. M. (2001). Customer defection rates and brand salience. In A. Falkenberg (Ed.), Rethinking European Marketing. Norway: The Norweigan School of Economics and Business.
2001 Sharp, B. M., Tolo, M., & Giannopoulos, A. (2001). A differentiated brand should appeal to a special segement of the market...but it dosen't?. In S. Chetty, & B. Collins (Eds.), Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.
2001 Eddy, C. M., Sharp, B. M., Page, N. D., & Dawes, J. G. (2001). Grounded benchmarks for service quality. In S. Chetty, & B. Collins (Eds.), Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.
2001 Kennedy, R., & Sharp, B. M. (2001). 'Attitude' is not necessary: a look at ad likeability without it. In Rethinking European Marketing. Norway: The Norwegian School of Economics and Business Administration.
2001 Sharp, B. M., Riebe, E. L., & Tolo, M. (2001). Explaining retail brand performance : comparing a model's predictions to informal prior knowledge. In Bridging Marketing Theory and Practice. New Zealand: Massey University.
2001 Sharp, B. M., Beal, V. N., & Romaniuk, J. T. (2001). First steps towards quantifying an empirical generalisation: brand usage and subsequent advertising recall. In Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.
2001 Sharp, B. M., Riebe, E. L., & Dawes, J. G. (2001). A marketing economy of scale - big brands lose less of their customer base than small brands. In Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.
2000 Page, N. D., & Sharp, B. M. (2000). Objective Measures of Relationship Quality. In B. Wierenga, A. Smidts, & G. Antonides (Eds.), AMrketing in the New Millennium. Rotterdam: Erasmus University.
2000 Romaniuk, J. T., & Sharp, B. M. (2000). Testing the Relationship Between Mention of Competitior Brand and Customer Switching. In B. Wierenga, & A. Antonides (Eds.), MArketing in the New Millennium. Rotterdam: Erasmus University.
2000 Sharp, B. M., & Riebe, E. L. (2000). Triple Jeopardy for Store Brands - Disconfirming Evidence. In B. Wierenga, A. Smidts, & G. Antonides (Eds.), MArketing in the New Millennium. Rotterdam: Erasmus University.
2000 Ehrenberg, A., Barnard, N., & Sharp, B. M. (2000). Problems with Marketing's "Decision" Models. In D. O'Cass (Ed.), Visionary Marketing for the 21st Century: Facing the Challenge. Brisbane: Griffith University.
2000 Ehrenberg, A., & Sharp, B. M. (2000). Managerial Uses of Descriptive Marketing Models - The Case of the Dirichlet. In D. O'Cass (Ed.), Visionary Marketing for the 21st Century: Facing the Challenge. Brisbane: Griffith University.
2000 Sharp, B. M., Riebe, E. L., & Tolo, M. (2000). Explaining Retail Brand Performance - An Application of 'Prior Knowledge'. In Visionary Marketing for the 21st Century: Facing the Challenge. Gold Coast, Qld: Griffith University.
2000 Sharp, B. M., & Wright, M. (2000). Do Subscription Markets Show Dirichlet Patterns?. In D. O'Cass (Ed.), Visionary Marketing for the 21st Century: Facing the Challenge. Brisbane: Griffith University.
2000 Wright, M., Sharp, R. A., & Sharp, B. M. (2000). Estimating Dirichlet market statistics from survey data - A replication. In Visionary Marketing for the 21st Century: Facing the Challenge. Brisbane, Qld: Griffith University.
2000 Sharp, B. M., & Driesener, C. B. (2000). The Dirichlet's buyer behaviour assumptions really do matter. In Proceedings of Australian and New Zealand Marketing Academy Conference 2000 (pp. 1144-1148). Australia: Griffith University.
2000 Sharp, B. M., Page, N. D., & Dawes, J. G. (2000). A new approach to customer satisfaction, service quality and relationship quality research. In Visionary Marketing for the 21 Century: Facing the Challenge. Brisbane: Griffith University.
1999 Sharp, B. M., & Romaniuk, J. T. (1999). The Relationship Between Corporate/Brand Image and Customer Loyalty: A Replication. In J. Cadeaux, & M. Uncles (Eds.), Australian & New Zealand Marketing Academy Conference. Sydney: School of Marketing, University of New South Wales.
1999 Sharp, B. M., & Romaniuk, J. T. (1999). The Relationship Between Corporate/Brand Image & Customer Loyalty. In 28th European Marketing Academy Conference. Berlin: Institute of Marketing II, Humboldt University.
1999 Sharp, R. A., & Sharp, B. M. (1999). Loyalty programs and their impact on repeat-purchase loyalty patterns: A replication and extension. In 28th European Marketing Academy Conference. Berlin: Institute of Marketing II, Humboldt University.
1999 Sharp, B. M., & Romaniuk, J. T. (1999). Negative perceptions and their relationship with customer probability of switching. In J. Cadeaux, & M. Uncles (Eds.), Australian & New Zealand Marketing Academy Conference. Sydney: School of Marketing, Univeristy of New South Wales.
1999 Sharp, B. M., & Wright, M. J. (1999). The Empirical Generalisationists: An Emerging Australasian Research School. In J. Cadeaux, & M. Uncles (Eds.), Australian & New Zealand Marketing Academy Conference. Sydney: School of Marketing, University of New South Wales.
1999 Sharp, B. M., Rungie, C. M., & Kennedy, R. E. (1999). Does Ad Liking (La) Improve Correct Branding?. In 28th European Marketing Academy Conference. Berlin: Institute of Markeing II, Humboldt University.
1999 Sharp, B. M., & Wright, M. J. (1999). There Are Two Types of Repeat Purchase Markets. In 28th European Marketing Academy Conference. Berlin: Institute of Marketing II, Humboldt University.
1999 Riebe, E. L., Rungie, C. M., Sharp, B. M., & Danenberg, N. J. (1999). Verifying the Distribution of Probabilistic Scales. In J. Cadeaux, & M. Uncles (Eds.), Australian New Zealand Marketing Academy Conference. Sydney: University of New South Wales.
1999 Sharp, B. M., & Danenberg, N. J. (1999). Examining the Predictive Ability of Two Loyalty Segmentation Approaches. In 28th European Marketing Academy Conference. Berlin: Institute of Marketing II, Humboldt University.
1998 Page, N. D., & Sharp, B. M. (1998). The Defining Elements of Relationship Quality The Story So Far..... In P. Andersson (Ed.), 27th European Marketing Academy Conference. Stockholm: Stockholm School of Economics.
1998 Rundle Thiele, S. R., & Sharp, B. M. (1998). Categorizing Switching Costs. In Marketing Connections: Proceedings of the ANZMAC Conference. Dunedin, NZ: Dept Marketing University of Otago.
1998 Rungie, C. M., Page, N. D., Sharp, B. M., & Castles, T. (1998). The Quantitative & Empirical Evaluation of Instruments for the Measurement of Relationship Quality & Its Elements. In P. Andersson (Ed.), 27th European Marketing Academy Conference. Stockholm: Stockholm School of Economics.
1998 Kennedy, R. E., & Sharp, B. M. (1998). Do People Pay More Attention to Likeable Ads? (A Preliminary Examination of Whether Ad Likeability Works via Attitude or Attention). In Marketing Connections: Proceedings of the ANZMAC Conference. Dunedin, NZ: Dept Marketing University of Otago.
1998 Wright, M. J., Kearns, Z., Sharp, R. A., & Sharp, B. M. (1998). Predicting Repeat-Purchase from a Single Shot Survey. In P. Andersson (Ed.), 27th European Marketing Academy Conference. Stockholm: Stockholm School of Economics.
1998 Rundle Thiele, S. R., Dawes, J. G., & Sharp, B. M. (1998). An empirical investigation of the relationship between three types of loyalty. In Marketing Connections: Proceedings of the ANZMAC Conference. Dunedin, NZ: Department of Marketing, University of Otago.
1997 Sharp, B. M., & Riquier, C. J. (1997). Image measurement and the problem of usage bias. In A. Arnott, & D. David (Eds.), Proceedings of the 26th European Marketing Academy Annual Conference. Warwick, UK: The University of Warwick.
1997 Sharp, B. M., & Riquier, C. J. (1997). Brand Image Congruence Across Market Segments. In P. Reed, S. Luxton, & M. Shaw (Eds.), ANZMEC 97. Melbourne: Dept. of Marketing, Monash University.
1997 Sharp, B. M., & Page, N. D. (1997). Relationships in Consumer Markets? A Typology of Transaction Types. In D. Arnott, D. Bridgewater, & E. A. et.al. (Eds.), 26th EMAC Conference. Warwick, UK: The University of Warwick.
1997 Sharp, B. M., Maio Mackay, M., & Romaniuk, J. T. (1997). A Typology of Brand Equity Research. In P. Reed, S. Luxton, & M. Shaw (Eds.), ANZMEC 97. Melbourne: Dept of Marketing, Monash University.
1997 Sharp, B. M., & Kennedy, R. E. (1997). A Test of the Intersubjective Certifiability of an Advertising Model. In D. Arnott, D. Bridgewater, & E. A. et.al. (Eds.), 26th EMAC Conference. Warwick, UK: The University of Warwick.
1997 Sharp, R. A., Sharp, B. M., & Corkindale, D. R. (1997). Loyalty Programs - A Debate. In P. Reed, S. Luxton, & M. Shaw (Eds.), ANZMEC 97. Melbourne: Dept. of Marketing, Monash University.
1997 Sharp, B. M., Dawes, J. G., & Rundle Thiele, S. R. (1997). Three conceptualisations of loyalty. In ANZMEC 97. Melbourne: Department of Marketing, Monash University.
1997 Sharp, B. M., Dawes, J. G., & Faulkner, M. E. (1997). Developing business orientation scales. In ANZMEC 97. Melbourne: Department of Marketing, Monash University.
1997 Sharp, B. M., Chong, E., Riquier, C. J., & Kennedy, R. E. (1997). The Difference Between Satisfaction and Service Quality. In D. Arnott, D. Bridgewater, & E. A. et.al. (Eds.), 26th EMAC Conference. Warwick, UK: The University of Warwick.
1997 Sharp, B. M., & Romaniuk, J. T. (1997). Measuring the Accessibility of Brand Associations. In P. Reed, S. Luxton, & M. Shaw (Eds.), ANZMEC 97. Melbourne: Dept. of Marketing, Monash University.
1997 Sharp, R. A., & Sharp, B. M. (1997). Positioning & Partitioning. In D. Arnott, D. Bridgewater, & E. A. et.al. (Eds.), 26th EMAC Conference. Warwick, UK: The University of Warwick.
1997 Sharp, B. M., & Cierpicki, S. A. (1997). Empirical Generalisations in NPD. In P. Reed, S. Luxton, & M. Shaw (Eds.), ANZMEC 97. Melbourne: Dept. of Marketing, Monash University.
1997 Sharp, B. M., Rungie, C. M., & Page, N. D. (1997). The Elements of Relationship Quality - A Combined Interpretive, Contemporary Social Science Study. In D. Arnott, & D. Bridgewater (Eds.), 26th EMAC Conference. Warwick, UK: The University of Warwick.

  • How Brands Grow Live! for Executives - Singapore - 2025, B Brand Advisory Pty Ltd, 01/11/2024 - 31/10/2025

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor - Doctor of Philosophy Doctorate Full Time Monica Orlovic
2025 Co-Supervisor - - Master Full Time Mr Jake Neagle
2025 Co-Supervisor - Doctor of Philosophy Doctorate Full Time Miss Victoria Jane Tait
2024 Co-Supervisor - - Master Full Time Mr Jordan Blaine White
  • Position: Professor of Marketing Science
  • Email: byron.sharp@adelaide.edu.au
  • Alternative Contact: www.twitter.com/ProfByron www.linkedin.com/in/professorbyronsharp

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