Carl Driesener

APrf Carl Driesener

Research Associate Professor

Office of Business and Law

College of Business and Law

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

Available For Media Comment.

Dr Carl Driesener is a lecturer at the University of South Australia Business School’s School of Marketing and a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science, where he leads research into buyer behaviour and is responsible for winning and managing significant research projects. Dr Driesener holds a Bachelor of Business (B.Bus), a Master of Business (M.Bus) by Research, and a PhD in Marketing.
He is a member of the Australian Market and Social Research Society and has led extensive research on brand image measures, brand performance measures and buyer behaviour, and has presented his research at conferences throughout Australasia and Europe.
Dr Driesener has managed and worked on a range of market research projects with the Institute for clients such as Telstra, AATP, St George and Holden. He was actively involved in Project Apollo - a Procter and Gamble backed venture designed to measure both media and product usage - exploring opportunities to maximise the benefits of the project through modelling behaviour, advertising and loyalty.
Dr Driesener has previously been the Program Director for three onshore marketing programs at UniSA, where he instigated wide-ranging program reviews and renewal processes, resulting in the redesign of programs and the implementation of three new courses. He currently lectures on marketing for the MBA and masters programs at the UniSA Business School, and continues his modelling work in the online space, looking at the choice between competing websites and the drivers of click through rates in search engine advertising.

Modelling buyer behaviour and brand performance,Individual use of brand image measures

Year Citation
2025 Fujak, H., Driesener, C., & Shilbury, D. (2025). Empirically testing for niche sports. Sport Management Review, 28(1), 51-72.
DOI Scopus2 WoS2
2025 Anesbury, Z. W., Davies, C., Page, B., Driesener, C., Yang, S., & Bruwer, J. (2025). How heterogeneous are music genre listeners?. Australasian Marketing Journal, online(4), 1-13.
DOI Scopus2 WoS1
2025 Brus, R., Hartnett, N., Faulkner, M., & Driesener, C. (2025). Assessing branding strength: comparing marketer judgement and consumer data for brand identity elements. Journal of Brand Management, online(1), 1-17.
DOI Scopus2 WoS2
2024 Hossain, A., Anesbury, Z. W., Driesener, C., & Trinh, G. (2024). Valuing the contribution of ultra-light buyers. Journal of Consumer Behaviour, 23(2), 875-887.
DOI Scopus7 WoS7
2024 Bruwer, J., Cohen, J., Driesener, C., Corsi, A., Lee, R., Huang, A., & Lockshin, L. (2024). Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents. Australasian Marketing Journal, 32(2), 91-188.
DOI Scopus11 WoS10
2023 Anesbury, Z. W., Davies, C., Driesener, C., Page, B., Greenacre, L., Yang, S., & Bruwer, J. (2023). Death by 1000 'true fans': do marketing laws apply to music listening?. Journal Of Consumer Behaviour, 22(1), 82-97.
DOI Scopus9 WoS8
2022 Driesener, C., Rungie, C., & Wright, M. (2022). Dirichlet implications for portfolio management. Journal of Consumer Behaviour, 21(1), 49-62.
DOI Scopus8 WoS9
2022 Davies, C., Page, B., Driesener, C., Anesbury, Z., Yang, S., & Bruwer, J. (2022). The power of nostalgia: age and preference for popular music. Marketing Letters, 33(4), 681-692.
DOI Scopus14 WoS9
2022 Anesbury, Z. W., Bellman, S., Driesener, C., Page, B., & Sharp, B. (2022). Ageism kills brands. Australasian Marketing Journal, 30(4), 364-370.
DOI Scopus8 WoS9
2022 Driesener, C., & Rungie, C. (2022). The Dirichlet model in marketing. Journal of Consumer Behaviour, 21(1), 7-18.
DOI Scopus21 WoS22
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 Anesbury, Z. W., Driesener, C. B., Page, B., Bellman, S., & Sharp, B. (2020). Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method (Jul, 10.1080/0267257X.2020.1794933, 2020). JOURNAL OF MARKETING MANAGEMENT, 36(15-16), I.
DOI
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). The mental availability of different countries of origin in China. Wine & Viticulture Journal, 35(1), 68-69.
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.
DOI Scopus4 WoS5
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). Where wine is bought in China and why it matters. Wine & Viticulture Journal, 35(2), 55-56.
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). China: Exploring media options to reach wine buyers in China'. Wine & Viticulture Journal, 35(3), 68-69.
2019 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2019). What brings a Chinese alcohol drinker into the wine category?. Wine and viticulture journal, 34(1), 67-68.
2018 Driesener, C., Cohen, J., Huang, A., & Corsi, A. (2018). The danger of relying on anecdotal information in China. Wine & viticulture journal, 33(4), 71-72.
2018 Cohen, J., Driesener, C., Huang, A., Corsi, A. M., & Sbalchiero, F. (2018). We need to be thinking about all alcohol drinkers in China. Wine & viticulture journal, 33(2), 60-61.
2018 Huddleston, P. T., Behe, B. K., Driesener, C., & Minahan, S. (2018). Inside-outside: using eye-tracking to investigate search-choice processes in the retail environment. Journal of retailing and consumer services, 43, 85-93.
DOI Scopus94 WoS78
2017 Trinh, G. T., Anesbury, Z. W., & Driesener, C. (2017). Has behavioural loyalty to online supermarkets declined?. Australasian marketing journal, 25(4), 326-333.
DOI Scopus24 WoS19
2017 Driesener, C., Banelis, M., & Rungie, C. (2017). If the model fits, use it: methods and benchmarks for evaluating NBD-Dirichlet goodness-of-fit. Australasian marketing journal, 25(4), 288-293.
DOI Scopus23 WoS21
2016 Valos, M. J., Habibi, F. H., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers. Marketing intelligence and planning, 34(1), 19-40.
DOI Scopus97 WoS77
2016 Stocchi, L., Wright, M., & Driesener, C. (2016). Why familiar brands are sometimes harder to remember. European journal of marketing, 50(3/4), 621-638.
DOI Scopus26 WoS21
2015 Dawes, J., Meyer Waarden, L., & Driesener, C. (2015). Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and USA. Journal of business research, 68(2), 425-432.
DOI Scopus75 WoS72
2015 Stocchi, L., Driesener, C., & Nenycz Thiel, M. (2015). Brand image and brand loyalty: do they show the same deviations from a common underlying pattern?. Journal of consumer behaviour, 14(5), 317-324.
DOI Scopus30 WoS28
2014 Atkinson, G., Driesener, C., & Corkindale, D. (2014). Search engine advertisement design effects on click-through rates. Journal of interactive advertising, 24(1), 14-30.
DOI
2014 Trinh, G., Rungie, C., Wright, M., Driesener, C., & Dawes, J. (2014). Predicting future purchases with the Poisson log-normal model. Marketing letters, 25(2), 219-234.
DOI Scopus25 WoS21
2014 Sjostrom, T., Corsi, A. M., Driesener, C., & Chrysochou, P. (2014). Are food brands that carry light claims different?. Journal of brand management, 21(4), 325-341.
DOI Scopus23 WoS21
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.
DOI Scopus73 WoS66
2011 Wright, M., Stocchi, L., & Driesener, C. (2011). The Temporal Stability of the NBD-Dirichlet Model Parameters.
2006 Driesener, C. B., & Romaniuk, J. T. (2006). Comparing methods of brand image measurement. International journal of market research, 48(6), 681-698.
DOI Scopus90 WoS79
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 Scopus43

Year Citation
2019 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., . . . Kilov, K. (2019). Understanding the category entry points for wine in China. In Proceedings of the Academy for wine business research (AWBR) international conference (pp. 301-302). South Africa: Stellenbosch University.
2013 Corkindale, D., Romaniuk, J., & Driesener, C. (2013). How the duplication of viewing law applies to website visiting and some implications. In Australian and New Zealand Marketing Academy Conference proceedings (pp. 249). Australia: ANZMAC.
2011 Corkindale, D. R., & Driesener, C. (2011). Furthering the understanding of online consumer behaviour. In Australia New Zealand marketing academy conference 2011 proceedings (pp. 1-7). Western Australia: Edith Cowan University.
2009 Newstead, K., Reynolds, S., Riebe, E. L., & Driesener, C. B. (2009). Engagement and switching behaviour in a radio media context. In J. Helfer, & J. Nicolas (Eds.), EMAC 2009 : Marketing and the core disciplines (pp. 1-8). Nantes, France: EMAC.
2008 Riebe, E. L., Driesener, C. B., & Beal, V. N. (2008). The effect of recency of ad exposure on purchasing across categories and media. In F. Fellows, & D. Deborah (Eds.), ESOMAR world research conference: worldwide multi media measurement 2008. Amsterdam, Netherlands: ESOMAR.
2008 Dawes, J. G., Meyer Warden, L., & Driesener, C. B. (2008). Has consumer loyalty declined? an extension of Dekimpe et al (1997). In S. Spanjaard, & D. Daniela (Eds.), Australian and New Zealand marketing academy conference. Australia: ANZMAC.
2008 Kennedy, R., Driesener, C. B., Goodhardt, G., McDonald, C., & Wood, L. (2008). Using an established framework and project Apollo data to investigate how advertising works. In ARF: Advertising research foundation conference- Audience measurement 3.0 (pp. 1-11). New York City, USA: The ARF.
2007 Li, F., Rungie, C. M., Driesener, C. B., & Wilkinson, J. W. (2007). Does the NBD model fit the Chinese radio market?. In 2007 Academy of Marketing Conference. Surrey, UK.
2007 Li, F., Rungie, C. M., & Driesener, C. B. (2007). Predict one year radio reach. In G. Guo, & G. G. (Eds.), MRCC 2007 International Symposium on Marketing Proceedings (pp. 137-144). Beijing, China: Publishing House of Electronics Industry.
2006 Pare, V., Dawes, J. G., & Driesener, C. B. (2006). Double jeopardy deviations for small and medium share brands - how frequent and how persistent?. In Advancing Theory, Maintaining Relevance. Queensland, Australia: Australian and New Zealand 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.
2004 Driesener, C. B., & Jarvis, W. D. (2004). Bias in the estimating procedure for the Dirichlet S parameter. In ANZMAC 2004 Conference Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Australian and New Zealand Marketing Academy.
2004 Jarvis, W. D., Driesener, C. B., & Rungie, C. M. (2004). Brands behaving badly! - Exploring tendencies towards niche positions for very small brands. In ANZMAC (Australian and New Zealand Marketing Academy) 2004 Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Australian and New Zealand Marketing Academy.
2003 Rungie, C. M., & Driesener, C. B. (2003). Picking apart the brand purchase rates. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: University of South Australia.
2003 Driesener, C. B. (2003). Generalisable patterns in the parameters of the NBD-Drichlet Model. In ANZMAC Doctoral Colliquium 2003.
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 Habel, C., Driesener, C., Rungie, C., & Jarvis, W. (2003). Pareto and Parameters: How Customer Concentration Varies with NBD Parameters. In Proceedings of the Australian & New Zealand Marketing Academy Conference, (pp. 2467-2473). Online: Australian & New Zealand Marketing Academy.
2003 Driesener, C., Rungie, C., Habel, C., & Allsopp, J. (2003). The three legs of Dirichlet tables. In Proceedings of the Australian & New Zealand Marketing Academy Conference (pp. 2553-2559). Online: Australian and New Zealand Marketing Academy.
2002 Romaniuk, J. T., & Driesener, C. B. (2002). Ranking vs rating: A comparison of image attribute measures. In 31st EMAC Conference: Marketing in a Changing World - Scope, opportunities adn Challenges. Braga, Portugal: University of Minho.
2002 Sharp, R. A., & Driesener, C. B. (2002). Evaluating the reliability of a Web Site Usability Tool. In ANZMAC 2002 Conference Proceedings. Melbourne: Deakin University.
2002 Driesener, C. B., & Romaniuk, J. T. (2002). A comparison of perceptual mapping using ranking, rating and pick any techniques. In ANZMAC 2002 Conference Proceedings. Melbourne: Deakin University.
2002 Rungie, C. M., Monroe, H. M., & Driesener, C. B. (2002). Understanding the structure of product categories. In ANZMAC 2002 Conference Proceedings. Melbourne: Deakin University.
2002 Winchester, M. K., Romaniuk, J. T., & Driesener, C. B. (2002). The effect of questioning technique on responses to negative brand image attributes. In ANZMAC 2002 Conference Proceedings. Melbourne: Deakin University.
2001 Driesener, C. B., & Romaniuk, J. T. (2001). Brand image? Pick a measure, any measure. In Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey 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.
1999 Wright, M. J., & Driesener, C. B. (1999). 'Extra time' extending juster estimates to longer time periods. In Australian New Zealand Marketing Academy Conference. Sydney: University of New South Wales.

  • PVM - DA - Measuring brand identity cues in Candy, India, Perfetti van Melle, 21/08/2024 - 30/06/2025

  • PVM - LoG - Investigating consumer behaviour in the Candy catgory, India, Perfetti van Melle, 21/08/2024 - 30/12/2024

  • Henkel - MEDIA - Bringing Evidence-based Media to Budget allocations at Henkel Europe, Henkel AG and Co KGaA, 07/12/2023 - 31/03/2024

  • Creating opportunity for Australian 'fine' wine in China, Australian Grape and Wine Authority - R&D Call, 26/09/2016 - 31/03/2019

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Prevalence and Contribution of Ultra-Light Category Buyers vs Category Buyers Master of Research (Marketing) Master Full Time Ms Andrea Wong
2025 Co-Supervisor Ehrenberg Bass Institute Research Degree - 2025 Master of Research (Marketing) Master Full Time Mr Jackson Dunn
2025 Principal Supervisor Is It Worth Weighting For? An Investigation into the Duplication of Weight Master of Research (Marketing) Master Full Time Ms Jess Ellis
2025 Co-Supervisor Ehrenberg Bass Institute Research Degree - 2025 Master of Philosophy Master Full Time Mr Jackson Dunn
2025 Principal Supervisor Is It Worth Weighting For? An Investigation into the Duplication of Weight Master of Philosophy Master Full Time Ms Jess Ellis
2024 Co-Supervisor How Accurate is Recognition for Measuring Media Reach? Master of Research (Marketing) Master Full Time Ms Kellie Kourlis
2023 Principal Supervisor Limited Time Offers: a quantitative analysis of their strategic role  Master of Research (Marketing) Master Full Time Mr Carlos Villanueva

Date Role Research Topic Program Degree Type Student Load Student Name
2023 - 2026 Principal Supervisor Limited Time Offers: a quantitative analysis of their strategic role  Master of Research (Marketing) Master Full Time Mr Carlos Villanueva
2021 - 2023 Co-Supervisor Understanding the effects of branded paid search advertising: the case of Direct-to-Consumer (DTC) brands Master of Research (Marketing) Master Full Time Mrs Ilmira Beknazarova
2021 - 2023 Co-Supervisor A replication and extension of unbearable lightness of buying Master of Research (Marketing) Master Full Time Mrs Afsana Hossain
2020 - 2023 Co-Supervisor Assessing marketers’ intuitions about the strength of their Distinctive Assets Master of Research (Marketing) Master Full Time Miss Ruby Brus
2020 - 2024 Co-Supervisor Complex convergence: the interplay of distribution and advertising for brand growth Doctor of Philosophy Doctorate Full Time Mr Aaron Michelon
2018 - 2020 Co-Supervisor How bands grow: an examination of patterns of competition in listening behaviour Master of Business Master Full Time Mr Callum Davies
2017 - 2021 Co-Supervisor Do brands that grow advertise differently to those that do not? Doctor of Philosophy Doctorate Full Time Miss Kelly Vaughan
2017 - 2019 Co-Supervisor More than meets the eye. Audio branding tactics and advertising memory Master of Business Master Full Time Miss Allison Bond
2017 - 2019 Co-Supervisor Investigating the cross-category purchasing between brand extensions Master of Business Master Full Time Miss Alicia Grasby
2015 - 2018 Principal Supervisor Do younger category buyers buy brands and consume media differently from other category buyers? Doctor of Philosophy Doctorate Full Time Dr Zachary Anesbury
2015 - 2019 Co-Supervisor Better together? An examination of price promotion and advertising interaction effects Doctor of Philosophy Doctorate Full Time Mr Steven Dunn
2011 - 2013 Co-Supervisor Modelling changes in buyer purchasing behaviour Doctor of Philosophy Doctorate Full Time Mr Giang Trinh

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