Byron's Publications

 

BOOK

 

Sharp, Byron 2010, How Brands Grow, South Melbourne: Oxford University Press.

 

REFEREED JOURNAL ARTICLES

 

Anderson, K., & Sharp, Byron. 2010 'Do growing brands win younger consumers?' International Journal of Market Research, 52(4), 433-442.

Dawes J., Mundt, K. & Sharp, Byron. 2009. Considerations sets for financial services brands. Journal of Financial Services Marketing, vol. 14, pp. 190-202.

yronNenycz-Thiel, M., Sharp, Byron., Dawes, J., & Romaniuk, J. 2009 ‘Competition for memory retrieval between private label and national brands’ Journal of Business Research, 63(1), 1142-1147.

Newstead, K., Taylor, J., Kennedy, R., & Sharp, Byron. 2009, ‘The long-term sales effects of advertising: lessons from single source’, Journal of Advertising Research, 49(2), 207-210.

Sharp, Byron., Beal, V., & Collins, M. 2009, ‘Television: back to the future’, Journal of Advertising Research, 49(2), 211-219.

Sharp, Byron., & Wind, J. 2009, ‘Today's advertising laws: will they survive the digital revolution?’ Journal of Advertising Research, 49(2), 120-126.

Taylor, J., Kennedy, R., & Byron, S. 2009, ‘Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function’, Journal of Advertising Research, 49(2), 198-200.

Taylor, J., Kennedy, R., & Sharp, Byron. 2009 ‘Making generalizations about advertising's convex sales response function: is once really enough?’ Journal of Advertising Research, 49(2), 198-200.

Wind, J., & Sharp, Byron. 2009, ‘Advertising empirical generalizations: implications for research and action’, Journal of Advertising Research, 49(2).

Romaniuk, J. & Sharp, Byron. 2008. Where knowledge of your brand resides: the pareto share of brand knowledge. Report 44 for Corporate Sponsors. Adelaide: Ehrenberg-Bass Institute for Marketing Science.

Romaniuk, J., Sharp, Byron. & Ehrenberg, A. 2007. Evidence concerning the importance of perceived brand differentiation. Australasian Marketing Journal, vol. 15, no. 2, pp. 42-54. Download

Mundt, K., Dawes, J. & Sharp, Byron. 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, vol. 23, no. 7, pp. 465-469.

Romaniuk, J. & Sharp, Byron. 2004. Conceptualizing and measuring brand salience. Marketing Theory, vol. 4, no. 4, pp. 327-342. Download

Romaniuk, J., Sharp, Byron., Paech, S. & Driesener, C. 2004. Brand and advertising awareness: A replication and extension of a known empirical generalisation. Australasian Marketing Journal, vol. 12, no. 3, pp. 70-80. Download

Sharp, Byron. 2004. Book review: meaningful marketing: 100 data-proven truths and 402 practical ideas for selling more with less effort. Australasian Marketing Journal, vol. 12, no. 3, pp. 104-105. Download

Corkindale, D., McDonald, H. & Sharp, Byron. 2003. A critical appraisal of the accepted theory of the Diffusion of Innovations, The Journal of Marketing Theory and Practice, Special Edition on High Technology Marketing, vol. 11, no. 4 (Summer), pp. 84-95.

Romaniuk, J. & Sharp, Byron. 2003a. Brand Salience and Customer Defection in Subscription Markets. Journal of Marketing Management, vol. 19,  pp. 25-44.

Romaniuk, J. & Sharp, Byron. 2003b. Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, vol. 11, no. 3, pp. 218-229.

Sharp, Byron., Wright, M. & Goodhardt, G. 2002. Purchase loyalty is polarised into either repertoire or subscription patterns. Australasian Marketing Journal, vol. 10, no. 3, pp. 7-20. Download

Wright, M., Sharp, A. & Sharp, Byron. 2002. Market Statistics for the Dirichlet Model: Using the Juster Scale to Replace Panel Data. International Journal of Research in Marketing,vol. 19, no. 1, pp. 81 - 90.

Sharp, Byron. & Dawes, J. G. 2001. What is Differentiation and How Does it Work? Journal of Marketing Management, vol. 17,  pp. 739-759.

Cierpicki, S., Wright, M. & Sharp, Byron. 2000. Managers' Knowledge of Marketing Principles: The Case of New Product Development. Journal of Empirical Generalisations in Marketing Science,vol. 5,  pp. 771-790.

Dawes, J. G. & Sharp, Byron. 2000. The Reliability and Validity of Objective Measures of Customer Service:  "Mystery Shopping". Australasian Journal of Market Research, vol. 8, no. No. 1 January, pp. 29-46.

Ehrenberg, A. S. C., Barnard, N. R. & Sharp, Byron. 2000. Decision Models or Descriptive Models? International Journal of Research in Marketing, vol. 17, no. 2-3, pp. 147-158.

Kennedy, R., Sharp, Byron. & Rungie, C. 2000. How Ad Liking (L_A) Relates to Branding & the Implications for Advertising Testing. Australasian Journal of Market Research, vol. 8, no. No. 2, July, pp. 9-19.

Macdonald, E. & Sharp, Byron. 2000. Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:  A Replication. Journal of Business Research,vol. 48, no. Number 1, April, pp. 5-15.

Romaniuk, J. & Sharp, Byron. 2000. Using Known Patterns in Image Data to Determine Brand Positioning. International Journal of Market Research, vol. 42, no. Issue 2, Spring/Summer, pp. 219-230.

Sharp, Byron, Sharp & Wright, M.1999 ‘Questioning the Value of the True Brand Loyalty Distinction’. In: CADEAUX, J., DR., ed. Australian & New Zealand Marketing Academy, 29 November - 1 December 1999 Sydney. pdf copy on server: School of Marketing, University of New South Wales. Download

Maio Mackay, M., Romaniuk, J. & Sharp, Byron. 1998. A Classification of Brand Equity Research Endeavours. The Journal of Brand Management, vol. 5, no. Number 6, pp. 415-429.

Riquier, C., Kennedy, R. & Sharp, Byron. 1998. Behaviours Versus Demographics as Identifiers of CHAID Splits:  Implications for Segment Formation. Journal of Segmentation in Marketing, vol. 2, no. 1, pp. 111-129.

Sharp, Byron. 1998. Comment on the Future of Loyalty Schemes:  Can Loyalty Schemes Reduce Customer Vulnerability? Journal of Targeting, Measurement and Analysis for Marketing, vol. 7, no. 1, pp. 22-24.

Wright, M., Sharp, A. & Sharp, Byron. 1998. Are Australasian brands different? Journal of Brand and Product Management, vol. 7, no. 6, pp. 465-480.

Sharp, A. & Sharp, Byron. 1997a. Understanding Salesperson Effectiveness:  A Comparison of Telemarketing and Face-to-Face Sales Interactions. Journal of the American Telemarketing Association, vol. 2, no. No. 1, April, pp. 22-30.

Sharp, Byron. & Sharp, A. 1997b. Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns. International Journal of Research in Marketing, vol. 14, no. 5, pp. 473-486.

Riquier, C., Luxton, S. & Sharp, Byron. 1997. Probablistic Segmentation Modelling, Journal of the Market Research Society, vol. 39, pp. 571-587.

Dawes, J. & Sharp, Byron. 1996. Independent Empirical Support for Porter's Generic Marketing Strategies?  A Re-analysis using Correspondence Analysis. Journal of Empirical Generalisations in Marketing Science,vol. 1, no. on-line, pp. 36-53.

Kennedy, R., Riquier, C. & Sharp, Byron. 1996. Practical Applications of Correspondence Analysis to Categorical Data in Market Research. Journal of Targeting, Measurement and Analysis for Marketing, vol. 5, no. No. 1, pp. 56-70.

Riquier, C., Luxton, S. & Sharp, Byron. 1996. Probabilistic Segmentation Using CHAID and the Verbal Probability Scale. New Zealand Journal of Business, vol. 18, no. 2, pp. 27-41.

Sharp, Byron. 1995. Brand Equity and Market-Based Assets of Professional Service Firms. Journal of Professional Services Marketing, vol. 13, no. 1, pp. 3-13.

Sharp, Byron. 1995. Business Orientations and Corporate Success:  A Correspondence Analysis of Wong and Saunders' Findings. Journal of Strategic Marketing, vol. 3, no. 3, pp. 205-214.

Sharp, Byron. M. 1993. Managing Brand Extension. Journal of Consumer Marketing, vol. 10, no. 3, pp. 11-17.

Sharp, Byron. M. 1991a. Competitive Marketing Strategy:  Porter Revisited. Marketing Intelligence & Planning, vol. 9, no. 1, pp. 4-10.

Sharp, Byron. M. 1991b. Marketing Orientation: More Than Just Customer Focus. International Marketing Review, vol. 8,  pp. 20-25.

Sharp, Byron. M. 1991c. The Marketing Value of Brand Extension. Marketing Intelligence and Planning, vol. 9,  pp. 9-13.

 

 

REFEREED CONFERENCE PAPERS

 

Dunn, S., Bogomolova, S., & Sharp, Byron. 2010, ‘Nonconscious influence of colour on brand choice’, Paper presented at the European Marketing

Newstead, K., Riebe, E. & Sharp, Byron. 2009, 'Extreme burst or extreme continuity? findings from an Australian scheduling experiment', paper presented to the ESOMAR WM3, Stockholm, 5-6 May.

Ceber, M., Sharp, Byron. & Kennedy, R. 2008, 'A closer look at TV's desirable audience: the light TV viewer', paper presented to the ANZMAC, Sydney, Australia, Dec 1-3.

Nelson-Field, K., Lees, G., Riebe, E. & Sharp, Byron. 2007, 'A multi-year study of how well radio propositions describe their actual listener base with implications for targeting strategy', ANZMAC,Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, p. 7.

Danenberg, N., Sharp, Byron. & Kennedy, R. 2006, 'Some practical & theoretical difficulties of target marketing', paper presented to the 35th European Marketing Academy Conference, Athens, Greece, 23-26 May.

Sharp, Byron., Driesener, C. & Rungie, C. 2006, 'Confirmation of the Dirichlet brand loyalty parameter limits for repertoire categories: 127 replications', paper presented to the 35th European Marketing Academy Conference, Athens, Greece, 23-26 May.

Nelson-Field, K., Lees, G., Riebe, E. & Sharp, Byron. 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', paper presented to the ANZMAC Conference Proceedings, Perth, WA, 5-7  December.

Allsopp, J., Sharp, Byron. & Dawes, J. 2004, 'The double jeopardy line- empirical results', paper presented to the ANZMAC, Wellington, New Zealand.

Nicholls, E., Romaniuk, J. & Sharp, Byron. 2003, 'The effect of advertised messages on light and heavy users' brand perceptions', paper presented to the ANZMAC, Adelaide. Download

Paech, S., Riebe, E. & Sharp, Byron. 2003, 'What Do People Do In Advertisement Breaks?', paper presented to the ANZMAC, Adelaide, Dec 2003. Download

Romaniuk, J., Sharp, Byron., Paech, S. & Driesener, C. 2003, 'Testing an empirical generalisation: the underlying structure of brand (and ad) awareness scores', paper presented to the ANZMAC, Adelaide.

Sharp, A., Sharp, Byron. & Redford, N. 2003, 'Positioning & Partitioning- A replication & extension', paper presented to the ANZMAC, Adelaide.

Sharp, Byron. & Allsopp, J. 2003, 'Can big brands expect more of their sales revenue growth to come from loyalty or penetration?', paper presented to the European Marketing Academy 32nd Annual Conference, University of Strathclyde, Glasgow.

Mansfield, A., Romaniuk, J. & Sharp, Byron. 2003, 'Competition Among International Tourist Destinations: Applying the Duplication of Purchase Law', paper presented to the ANZMAC, Adelaide. Download

Mundt, K., Sharp, Byron. & Dawes, J. 2003, 'An investigation of multi-product loyalty in financial services', paper presented to the ANZMAC, Adelaide. Download

Romaniuk, J. & Sharp, Byron. 2003. ‘“Pareto Share” in Customer Knowledge Based Brand Knowledge’, ANZMAC Conference Proceedings, University of South Australia, Adelaide.

Dawes, J., Riebe, E. & Sharp, Byron. 2003. ‘Radio Advertising Effectiveness under High and Low Clutter Formats’, European Marketing Academy 32nd Annual Conference, University of Strathclyde, Glasgow.

Kennedy, R. & Sharp, Byron. 2002, '"Attitude" is not necessary: a look at ad likeability without it', paper presented to the EMAC, Braga, Portugal.

Riebe, E., Sharp, Byron. & Stern, P. 2002, 'An Empirical Investigation of Customer Defection & Acquisition Rates for Declining and Growing Pharmaceutical Brands', ANZMAC,eds R.N. Shaw, S. Adam & H. McDonald, Melbourne.

Romaniuk, J. & Sharp, Byron. 2002, 'The concept of brand salience and implications for measurement', European Marketing Academy 31st annual conference,EMAC, University of Minho, Portugal.

Vieceli, J., & Sharp, Byron. 2002. 'Salience Effects on Recall' In Ghabodian, A., Viney, H., Gallear, D., and O'Regan, N. (Eds.) British Academy of Management Conference Proceedings, Hammersmith; London, Middlesex University.

Riebe, E., Dawes, J.G. & Sharp, Byron. 2002, 'Testing the Relationship Between Radio Advertising Clutter and Recall', ANZMAC,eds R.N. Shaw, S. Adam & H. McDonald, Melbourne.

Riebe, E., Sharp, Byron. & Stern, P. 2002, 'An Empirical Investigation of Customer Defection & Acquisition Rates for Declining and Growing Pharmaceutical Brands', ANZMAC,eds R.N. Shaw, S. Adam & H. McDonald, Melbourne.

Sharp, Byron. & Allsopp, J. 2002, 'Where Does Sales Revenue Growth come from?', ANZMAC,eds R.N. Shaw, S. Adam & H. McDonald, Melbourne. Download

Sharp, Byron., Beal, V. & Romaniuk, J. 2002, 'Quantifying an Empirical Generalisation: Usage and Advertising Recall in the International Travel Market', ANZMAC,eds R.N. Shaw, S. Adam & H. McDonald, Melbourne.

Sharp, Byron., Riebe, E., Dawes, J.G. & Danenberg, N. 2002, 'A Marketing Economy of Scale - Big Brands Lose Less of their Customer Base than Small Brands', Marketing Bulletin, vol. 13, no. May,pp. 1-8.

Tolo, M., Riebe, E. & Sharp, Byron. 2001, 'Explaining Retail Brand Performance - Comparing a Model's Predictions to Informal Prior Knowledge', paper presented to the ANZMAC, Auckland New Zealand, 3-5 December 2001.

Eddy, C., Sharp, Byron., Page, N. & Dawes, J.G. 2001, 'Grounded benchmarks for service quality', Australia & New Zealand Academy of Marketing Conference 2001,ed. S.C.B. Collins, Massey University, Albany, NZ. Download

Sharp, Byron., Beal, V. & Romaniuk, J. 2001, 'First steps towards a marketing empirical generalisation: brand usage and subsequent advertising recall', paper presented to the Australia & New Zealand Academy of Marketing conference 2001, Albany, New Zealand. Download”

Vieceli, J. & Sharp, Byron. 2001, 'The inhibiting effect of brand salience on recall', Australia & New Zealand Marketing Academy, ed. S.C.B. Collins, Massey University, Albany, NZ. Download

Sharp, Byron., Tolo, M. & Giannopoulos, A. 2001. ‘A Differentiated Brand Should Appeal to a Distinct Segment’, Australasian Marketing Academy Conference, Massey University, Albany, New Zealand. Download

Page, N. & Sharp, Byron. 2000, 'Objective Measures of Relationship Quality', 29th European Marketing Academy Conference,vol. cd proceedings, Erasmus University, Rotterdam.

Sharp, Byron., Riebe, E. & Tolo, M. 2000, 'Explaining Retail Brand Performance - An Application of 'Prior Knowledge'', paper presented to the Australian New Zealand Marketing Academy Conference, Gold Coast, 29 November - 1 December. Download

Romaniuk, J. & Sharp, Byron. 2000, 'Testing the Relationship Between Mention of Competitor Brand and Customer Switching', 29th European Marketing Academy Conference, vol. cd proceedings, Erasmus University, Rotterdam.

Sharp, Byron. & Driesener, C. 2000, 'The Dirichlet's Buyer Behaviour Assumptions Really Do Matter', paper presented to the Australian New Zealand Marketing Academy Conference, Gold Coast, Queensland, 28 November - 1 December. Download

Sharp, Byron. & Ehrenberg, A. 2000, 'Managerial Uses of Descriptive Marketing Models - The Case of the Dirichlet', Australian New Zealand Marketing Academy Conference,vol. cd proceedings, ed. A.D. O'Cass, Griffith University, Gold Coast, Queensland, pp. 296-301. Download

Sharp, Byron., Ehrenberg, A. & Barnard, N. 2000, 'Problems with Marketing's 'Decision' Models', Australian New Zealand Marketing Academy Conference,vol. cd proceedings, ed. A.D. O'Cass, Griffith University, Gold Coast, Queensland, pp. 1520-1524. Download

Sharp, Byron., Page, N. & Dawes, J.G. 2000, 'A New Approach to Customer Satisfaction, Service Quality and Relationship Quality Research', Australian New Zealand Marketing Academy Conference,vol. cd proceedings, ed. A.D. O'Cass, Griffith University, Gold Coast, Queensland, pp. 1135-1138. Download

Sharp, Byron. & Riebe, E. 2000, 'Triple Jeopardy for Store Brands - Disconfirming Evidence', 29th European Marketing Academy Conference,vol. cd proceedings, Erasmus University, Rotterdam.

Sharp, Byron. & Wright, M. 2000, 'Do Subscription Markets Show Dirichlet Patterns?', Australian New Zealand Marketing Academy Conference,vol. cd proceedings, ed. A.D. O'Cass, Griffith University, Gold Coast, Queensland, pp. 1149-1152.

Wright, M., Sharp, A. & Sharp, Byron. 2000, 'Estimating Dirichlet Market Statistics from Survey Data - A Replication', paper presented to the Australian New Zealand Marketing Academy Conference, Gold Coast, Queensland, 28 November - 1 December.

Romaniuk, J. & Sharp, Byron. 1999, 'The Relationship Between Corporate/Brand Image and Customer Loyalty', 28th European Marketing Academy Conference,vol. CD proceedings, Institute of Marketing II, Humboldt-University, Berlin, Germany.

Sharp, Byron. & Wright, M. 1999, 'There are Two Types of Repeat Purchase Markets', paper presented to the 28th European Marketing Academy Conference, Berlin, Germany, 11-14 May.

Kennedy, R., Sharp, Byron. & Rungie, C. 1999, 'Does Ad Liking (L_a) Improve Correct Branding?', paper presented to the 28th European Marketing Academy Conference, Berlin, Germany, 11-14 May. Download

Sharp, Byron. & Sharp, A. 1999. ‘Objective Measures of Relationship-Purchase Loyalty Patterns: A Replication and Extension’, 28th European Marketing Academy Conference, Humboldt-University, Berlin, Germany.

Danenberg, N., Sharp, Byron. & Sharp, A. 1998, 'Will they stay or will they go?  Improving predictions of brand loyalty', MRSA National Conference 1998,The Market Research Society of Australia, Melbourne.

Dawes, J., Faulkner, M. & Sharp, Byron. 1998, 'Business Orientation Scales:  Development and Psychometric Assessment', 27th European Marketing Academy Conference,vol. 5, ed. P. Andersson, Stockholm School of Economics, Stockholm, pp. 461-478.

Dawes, J. & Sharp, Byron. 1998, 'The Reliability & Validity of Objective Measures of Customer Service', Australia and New Zealand Marketing Academy Conference 98,vol. CD proceedings, eds B.J. Gray & K.R. Deans, University of Otago, Dunedin, New Zealand, pp. 558-570.

Kennedy, R., Rungie, C. & Sharp, Byron. 1998, 'Looking at Ad Effectiveness:  How Ad Liking (L_A) Relates to Correct Branding', paper presented to the MRSA National Conference, Melbourne, 14-16 October.

Kennedy, R. & Sharp, Byron. 1998, 'Do People Pay More Attention to Likeable Ads?  (A preliminary examination of whether ad likeability works via attitude or attention)', Australia and New Zealand Marketing Academy Conference 98,vol. CD proceedings, eds B.J. Gray & K.R. Deans, University of Otago, Dunedin, New Zealand, pp. 1127-1137.

Page, N. & Sharp, Byron. 1998, 'The Defining Elements of Relationship Quality the Story So Far......', 27th European Marketing Academy Conference,vol. 1, ed. P. Andersson, Stockholm School of Economics, Stockholm, pp. 331-344.

Rundle-Thiele, S., Dawes, J. & Sharp, Byron. 1998, 'An Empirical Investigation of the Relationship Between Three Types of Loyalty', Australia and New Zealand Marketing Academy Conference 98,vol. CD proceedings, eds B.J. Gray & K.R. Deans, Department of Marketing, University of Otago, Dunedin, New Zealand, pp. 2243-2253.

Rundle-Thiele, S. & Sharp, Byron. 1998, 'Categorising Switching Costs', Australia and New Zealand Marketing Academy Conference 98,vol. CD proceedings, eds B.J. Gray & K.R. Deans, Department of Marketing, University of Otago, Dunedin, New Zealand, pp. 2267-2278.
 

Rungie, C., Page, N., Sharp, Byron. & Castles, T. 1998, 'The Quantitative and Empirical Evaluation of Instruments for the Measurement of Relationship Quality and its Elements', 27th European Marketing Academy Conference,vol. 6, ed. P. Andersson, Stockholm School of Economics, Stockholm, pp. 433-452.

Wright, M., Kearns, Z., Sharp, A. & Sharp, Byron. 1998, 'Predicting Repeat-Purchase from a Single Shot Survey', paper presented to the 27th European Marketing Academy Conference, Stockholm, 20-23 May.

Maio Mackay, M., Romaniuk, J. & Sharp, Byron. 1997, 'A Typology of Brand Equity Research', Australia New Zealand Marketing Educators Conference 97,vol. 3, eds P. Reed, S. Luxton & M.R. Shaw, Department of Marketing , Monash University, Melbourne, pp. 1146-1157.

Kennedy, R. & Sharp, Byron. 1997, 'A Test of the Intersubjective Certifiability of an Advertising Model', 26th European Marketing Academy Conference,vol. 2, eds D. Arnott, Dr., S. Bridgewater, Dr. & e. al., The University of Warwick, Warwick Business School, U.K., pp. 689-703.

Dawes, J., Faulkner, M. & Sharp, Byron. 1997, 'Developing Business Orientation Scales', Australia New Zealand Marketing Educators Conference 97,vol. 2, eds P.W. Reed, S. Luxton & M.R. Shaw, Department of Marketing , Monash University, Melbourne, pp. 985-998.

Cierpicki, S. & Sharp, Byron. 1997, 'Empirical Generalisations in NPD - Australian Practitioner Beliefs and Marketing Science', Australia New Zealand Marketing Educators Conference 97,vol. 1, eds P.W. Reed, S.L. Luxton & M.R. Shaw, Department of Marketing, Monash University, Melbourne, pp. 509-525.

Page, N. & Sharp, Byron. 1997, 'Relationships in Consumer Markets?  A Typology of Transaction Types', 26th European Marketing Academy Conference,vol. 2, eds D. Arnott, Dr., S. Bridgewater, Dr. & e. al., The University of Warwick, Warwick Business School, U.K., pp. 922-932.

Page, N., Sharp, Byron. & Rungie, C. 1997, 'The Elements of Relationship Quality - A Combined Interpretive, Contemporary Social Science Study', 26th European Marketing Academy Conference,vol. 2, eds D. Arnott, Dr., S. Bridgewater, Dr. & e. al, The University of Warwick, Warwick Business School, U.K., pp. 933-952.

Riquier, C. & Sharp, Byron. 1997, 'Brand Image Congruence Across Market Segments', Australia New Zealand Marketing Educators Conference 97,vol. 3, eds P.W. Reed, S. Luxton & M.R. Shaw, Department of Marketing , Monash University, Melbourne, pp. 1118-1132.

Riquier, C. & Sharp, Byron. 1997, 'Image Measurement and the Problem of Usage Bias', 26th European Marketing Academy Conference,vol. 3, eds D. Arnott, Dr., S. Bridgewater, Dr. & e. al, The University of Warwick, Warwick Business School, U.K., pp. 1067-1083. Download

Romaniuk, J. & Sharp, Byron. 1997, 'Measuring the Accessibility of Brand Association', Australia New Zealand Marketing Educators Conference 97,vol. 3, eds P.W. Reed, S. Luxton & M.R. Shaw, Department of Marketing , Monash University, Melbourne, pp. 1133-1145.

Sharp, A., Corkindale, D. & Sharp, Byron. 1997, 'Loyalty Programs - A Debate', Australia New Zealand Marketing Educators Conference 97,vol. 1, eds P.W. Reed, S. Luxton & M.R. Shaw, Department of Marketing, Monash University, Melbourne, pp. 567-577.

Sharp, Byron., Rundle-Thiele, S. & Dawes, J. 1997, 'Three Conceptualisations of Loyalty', Australia New Zealand Marketing Educators Conference 97,vol. 3, eds P. Reed, S. Luxton & M.R. Shaw, Department of Marketing , Monash University, Melbourne, pp. 1283-1293.

Sharp, Byron. & Sharp, A. 1997, 'Positioning & Partitioning', 26th European Marketing Academy Conference, vol. 3, eds D. Arnott & S. Bridgewater, The University of Warwick, Warwick Business School, U.K., pp. 1142-1151.

Danenberg, N. & Sharp, Byron. 1996, 'Measuring Loyalty in Subscription Markets Using Probabilistic Estimates of Switching Behaviour', Australia New Zealand Marketing Educators Conference, vol. 1, eds A.M. Martin & R.G. Starr, Jr, Department of Marketing, University of Auckland, Auckland, NZ, pp. 390-401.

Riquier, C. & Sharp, Byron. 1996, 'The Effect of Ad Image - Brand Image Congruence', personal communication, June, Adelaide.

Dawes, J. & Sharp, Byron. 1996, 'Toward a Business Orientation Typology', Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference,vol. 2, eds C. Riquier & B. Sharp, Marketing Science Centre,, Adelaide, pp. 521-545.

Kennedy, R. & Sharp, Byron. 1996, 'A Comparison of Alternate Measures of the Likeability of Commercials', Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference,vol. 2, eds C. Riquier & B. Sharp, Marketing Science Centre, University of South Australia, Adelaide, p. 687.

Kennedy, R. & Sharp, Byron. 1996, 'Testing the Intersubjective Certifiability of the Rossiter and Percy Grid of How Advertising Works', Australia New Zealand Marketing Educators Conference,vol. 1, eds A.M. Martin & R.G. Starr, Jr., Department of Marketing, University of Auckland, Auckland, N.Z., pp. 292-311.

Page, N., Sharp, Byron. & Harris, C. 1996, 'Relationship Quality Leads to Loyalty', Southern Markering - Theory and Applications, proceedings of the Australian Marketing Educators' Conference,vol. 2, eds C. Riquier & B. Sharp, Marketing Science Centre, University of South Australia, Adelaide, pp. 688-689.

Riquier, C., Hockley, N. & Sharp, Byron. 1996, 'Usage Bias in Image Measurement', Australia New Zealand Maraketing Educators Conference,vol. 1, eds A.M. Martin & R.G. Starr, Jr, Department of Marketing, University of Auckland, Auckland, N.Z., pp. 198-214.

Sharp, Byron. & Dawes, J. 1996, 'Measuring Differentiation', Australia New Zealand Marketing Educators Conference,vol. 2, eds A.M. Martin & R.G. Starr, Jr., Department of Marketing, University of Auckland, Auckland, NZ, pp. 837-846.

Sharp, Byron. & Dawes, J. 1996, 'What is differentiation and How does it work?', Australia New Zealand Marketing Educators Conference,vol. 2, eds A.M. Martin & R.G. Starr, Jr., Department of Marketing, University of Auckland, Auckland, N.Z., pp. 822-836.

Dawes, J. & Sharp, Byron. 1995, 'Generic Marketing Strategies:  A Correspondence Analysis of Hooley Et Als' (1992) Findings', Academy of Marketing Science World Marketing Congress, vol. VII-1, eds K. Grant & I. Walker, Academy of Marketing Science, Melbourne, pp. 61-72.

Kennedy, R., Riquier, C. & Sharp, Byron. 1995, 'The likeability of commercials with the branding effect removed - The COMMAP MODEL tested', European Marketing Academy Conference (EMAC),Paris, France, pp. 569-584.

Kennedy, R., Riquier, C. & Sharp, Byron. 1995, 'Putting Correspondence Analysis to Use with Categorical Data in Market Research', Academy of Marketing Science World Marketing Congress,vol. VII-III, eds K. Grant & I. Walker, Melbourne, pp. 102-411.

Kennedy, R., Riquier, C., Sharp, Byron. & Corkindale, D. 1995, 'Current Theories of How Advertising Works Reviewed', INFORMS Marketing Science Conference, The Institute of Management Sciences, Sydney, Australia.

Macdonald, E. & Sharp, Byron. 1995, 'Brand Awareness Effects on Decision-Making Time for a Commonly Purchased Product', INFORMS Marketing Science Conference, The Institute of Management Sciences, Sydney.

Macdonald, E., Vieceli, J. & Sharp, Byron. 1995, 'Double Jeopardy Effects on Cognitive Processes:  Breadth and Depth of Awareness', Academy of Marketing Science World Marketing Congress,vol. VII-I, eds K. Grant & I. Walker, Melbourne, pp. 62-77.

Page, N. & Sharp, Byron. 1995, 'Relationship Quality in Marketing Relationships from an Interpretivist Perspective', INFORMS Marketing Science Conference,The Institute of Management Sciences, Sydney, Australia.

Vieceli, J. & Sharp, Byron. 1995, 'A Test of the Inhibiting Effect of Heightened Brand Salience on Recall', INFORMS Marketing Science Conference, The Institute of Management Sciences, Sydney, Australia.

Dawes, J. & Sharp, Byron. 1994, 'A Review of Strategy Typologies', Southern Marketing: Theory and Applications - Australian Marketing Conference, ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 547-566.

Kennedy, R. & Sharp, Byron. 1994, 'The Likeability of Commercials', Australian Marketing Conference,ed. B. Sharp, Marketing Science Centre, Adelaide.

Macdonald, E. & Sharp, Byron. 1994, 'The Importance of Brand Awareness: Marketing Theory Versus Management Perceptions', Australian Marketing Conference,ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 508-522.

Page, N. & Sharp, Byron. 1994, 'Interpretivism: Separating Revolutionary Rhetoric From Substance', paper presented to the Australian Marketing Conference, Adelaide.

Riquier, C. & Sharp, Byron. 1994, 'A Multidimensional Scaling Device for the Measurement of Advertising Effectiveness', Australian Marketing Conference,ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 475-494.

Sharp, Byron. 1994, 'Strategic Orientation and Corporate Success:  A Reanalysis', Australian Marketing Conference,ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 588-604.

Sharp, Byron. & Dawes, J. 1994, 'Does Competitive Strategy Demand Differentiation?   A Review of the Deficiencies of Porter's Competitive Strategy Typology', ANZAM Conference,Australia and New Zealand Academy of Management, Wellington, New Zealand.

Sharp, Byron., McDonald, H. & Corkindale, D. 1994, 'The Accepted View of the Diffusion of Innovations and Why It Is Inadequate', Australian Marketing Conference,ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 495-506.

Sharp, Byron., McDonald, H. & Corkindale, D. 1994, 'The Utility-Awareness Theory of the Diffusion of Innovations', Australian Marketing Conference,vol. 1, ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 523-537.

Sharp, Byron. & Vieceli, J. 1994, 'Brand Equity in Student Job Choice Decisions - A Conjoint Choice Modelling Experiment', ANZAM '94,ANZAM, Wellington, New Zealand, p. 13.

Vieceli, J. & Sharp, Byron. 1994, 'External validity in conjoint choice modelling:  fast moving consumer goods versus durables', Australian Marketing Conference, ed. B. Sharp, Marketing Science Centre, Adelaide, pp. 538-546.

 

 

INDUSTY JOURNALS

 

Sharp, Byron. 2009, ‘Detroit's real problem: it's customer acquisition, not loyalty’, Marketing Research, Spring, 26-27.

Kennedy, R., McDonald, C., & Sharp, Byron. 2008, ‘Pure single source data and take off time for Project Apollo’, Admap (February), 32-35.

Newstead, K. & Sharp, Byron. 2008, 'Letter to the editor: effectiveness still in the too hard basket', B&T,