Byron Sharp | |
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| Born | Ness Valley, New Zealand |
| Occupation(s) | Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia. |
| Website | https://marketingscience.info/staff/professor-byron-sharp/ |
Byron Sharp is a Professor of Marketing Science at the University of South Australia, known for his work on loyalty programs. [1] [2]
Born in Auckland, New Zealand, Sharp obtained his Bachelor of Commerce in Marketing in 1988 at the University of Auckland, and his Master of Business by Research at the University of South Australia, and PhD from the University of Adelaide. [3]
In 1995 Sharp was appointed Director of the Ehrenberg-Bass Institute at the University of South Australia, and in 1999 Professor of Marketing. [3] He also serves as a board member at the Wharton SEI Center's Future of Advertising project.
His research interests include buyer behaviour and brand performance, laws & principles in marketing, market-based assets, and advertising & Media.
In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty [4]
The research found a tendency across the product categories studied for loyalty programs to produce a small amount of excess loyalty. This weak effect was later replicated. [5] [6] [7]
In 2009 he co-edited a special issue of the Journal of Advertising Research with Professor Jerry Wind on empirical laws in advertising. [8]
Byron has written over 100 refereed conference papers and journal articles. [9]
A loyalty program or a rewards program is a marketing strategy designed to encourage customers to continue to shop at or use the services of one or more businesses associated with the program.
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.
In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the market environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. In a business-to-business context, the term "source loyalty" may also be used. Loyalty implies dedication and should not be confused with habit, its less-than-emotional engagement and commitment. Businesses whose financial and ethical values rest in large part on their brand loyalty are said to use the loyalty business model.
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.
Andrew Ehrenberg was a statistician and marketing scientist. For over half a century, he made contributions to data reduction/analysis and presentation, and to understanding buyer behaviour and how advertising works.
Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty.
Gerald Goodhardt was a marketing scientist.
Food marketing is the marketing of food products. It brings together the food producer and the consumer through a chain of marketing activities.
The following outline is provided as an overview of and topical guide to marketing:
In the marketing and advertising industry, youth marketing consists of activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is teen marketing, targeting people age 11 to 17; college marketing, targeting college-age consumers, typically ages 18 to 24; and young adult marketing, targeting ages 25 to 34.
A touchpoint can be defined as any way consumers can interact with a business organization, whether person-to-person, through a website, an app or any form of communication. When consumers connect with these touchpoints they can consider their perceptions of the business and form an opinion.
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making because purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.
A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
The AIDA marketing model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural stage.
The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Ehrenberg-Bass is an independent, non-profit research institute based at the University of South Australia in Adelaide. Previously named the Marketing Science Centre, it was elevated to institute status in 2005. It is the first university institute devoted to marketing science. It was renamed after two marketing academics, Professor Andrew Ehrenberg and Professor Frank Bass.
Word-of-mouth marketing is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort. While it is difficult to truly control word of mouth communication, there are three generic avenues to 'manage' word of mouth communication for the purpose of word-of-mouth marketing, including:
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