Carl Driesener

APrf Carl Driesener

Research Associate Professor

School of Marketing

College of Business and Law

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.
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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
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, 1-17.
DOI
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.
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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 Scopus8 WoS9
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
2022 Driesener, C., Rungie, C., & Wright, M. (2022). Dirichlet implications for portfolio management. Journal of Consumer Behaviour, 21(1), 49-62.
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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
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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2022 Driesener, C., & Rungie, C. (2022). The Dirichlet model in marketing. Journal of Consumer Behaviour, 21(1), 7-18.
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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 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
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
2017 Trinh, G. T., Anesbury, Z. W., & Driesener, C. (2017). Has behavioural loyalty to online supermarkets declined?. Australasian marketing journal, 25(4), 326-333.
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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 Scopus21 WoS20
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.
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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.
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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.
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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.
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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.
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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
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
2006 Driesener, C. B., & Romaniuk, J. T. (2006). Comparing methods of brand image measurement. International journal of market research.
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

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. 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

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