About
Articles by Jenni
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Reading 16 recommended articles on brand differentiation did not change my mind, and I doubt they would change yours either
Reading 16 recommended articles on brand differentiation did not change my mind, and I doubt they would change yours either
By Jenni Romaniuk
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Facts to stop you fearing negative perceptions, brand rejection and negative WOM
Facts to stop you fearing negative perceptions, brand rejection and negative WOM
By Jenni Romaniuk
Activity
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Why “How Brands Grow” is the best marketing book I’ve ever read? It clearly shows the predictable pattern in how brands can grow, applying some…
Why “How Brands Grow” is the best marketing book I’ve ever read? It clearly shows the predictable pattern in how brands can grow, applying some…
Liked by Jenni Romaniuk
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Some advertisers are buying too much attention. Surprising take-out from new Kantar analysis on how attention builds brands. The study based on…
Some advertisers are buying too much attention. Surprising take-out from new Kantar analysis on how attention builds brands. The study based on…
Liked by Jenni Romaniuk
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We were pleased to have another internationally renowned researcher visit the #EhrenbergBass Institute last week! Professor Demetrios Vakratsas from…
We were pleased to have another internationally renowned researcher visit the #EhrenbergBass Institute last week! Professor Demetrios Vakratsas from…
Liked by Jenni Romaniuk
Experience & Education
Publications
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How Healthy is Your Brand-Health Tracker? A Five-Point Checklist to Build Returns on a Critical Research Investment
Journal of Advertising Research
Jenni Romaniuk of the Ehrenberg-Bass Institute questions the value of brand-health trackers, reviewing the architecture of the brand-health tracker and highlighting some common mistakes and areas for improvement. These cover the areas of data collection, the concepts, the sample, the questions and the metrics.
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Are You Ready for the Next Big Thing? New Media Is Dead! Long Live New Media!
Journal of Advertising Research
Jenni Romaniuk, Ehrenberg-Bass Institute explains the four stages of new-media adoption, and shares how to get the most from emerging media.
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Brand Image and Brand Usage: Is a Forty-Year-Old Empirical Generalization Still Useful?
Journal of Advertising Research
n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection…
n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection methods (i.e., online). The authors found the generalization that brand association responses are strongly and systematically linked to past brand usage still holds—both qualitatively and, to a large extent, quantitatively. This has implications for researchers and practitioners.
Other authors -
Investigating the accuracy of self-reports of brand usage behavior
Journal of Business Research
This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main…
This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main source of error at both brand (program) and category (total television viewing) levels. At brand level, the data shows underestimation of once-only events, which suggests that those who engage in behavior infrequently either forget that the event has occurred, or do not form a representation of the event in memory. At category level, light users tend to generalize their responses to reflect the regularity of the behavior, which manifests in fewer non-users in claimed data. Regardless of the measurement level, the main questioning challenge is getting less frequent users to accurately report an event occurring. The paper provides recommendations for brand researchers on how to minimize the errors caused by responses from light users, which will increase the accuracy of the usage metrics overall.
Other authorsSee publication
Honors & Awards
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Martin Oppermann Memorial Award award
Journal of Travel and Tourism Management
Awarded by the Editorial Board for Best Paper published in 2011
More activity by Jenni
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For the past few months, we’ve been working on developing a brand strategy and visual identity for the new Adelaide University. Today, we’re in…
For the past few months, we’ve been working on developing a brand strategy and visual identity for the new Adelaide University. Today, we’re in…
Liked by Jenni Romaniuk
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Proud of Kirsten and her work here, happy to be a small part of it...
Proud of Kirsten and her work here, happy to be a small part of it...
Shared by Jenni Romaniuk
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Asia-Pacific ACR 2024....WOW! I've always had a conference Best Paper award as a future goal, but I didn't think it would happen at my very first ACR…
Asia-Pacific ACR 2024....WOW! I've always had a conference Best Paper award as a future goal, but I didn't think it would happen at my very first ACR…
Liked by Jenni Romaniuk
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So grateful to be featured in AdNews Australia! Also very fortunate to work with a terrific team and be part of a strong community.
So grateful to be featured in AdNews Australia! Also very fortunate to work with a terrific team and be part of a strong community.
Liked by Jenni Romaniuk
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I'm thrilled to announce the latest episode of The Sleeping Barber Podcast! In this episode, Marc and I had the pleasure of hosting Dr. Ella Ward…
I'm thrilled to announce the latest episode of The Sleeping Barber Podcast! In this episode, Marc and I had the pleasure of hosting Dr. Ella Ward…
Liked by Jenni Romaniuk
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Today, I feel sick. Today, we say goodbye to one of our own. Someone who, for over 5 years, has grown immeasurably and flown the flag for ...Gasp!,…
Today, I feel sick. Today, we say goodbye to one of our own. Someone who, for over 5 years, has grown immeasurably and flown the flag for ...Gasp!,…
Liked by Jenni Romaniuk
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Congratulations to Associate Professor Giang Trinh on being invited to join the Editorial Board of the Journal of Advertising…
Congratulations to Associate Professor Giang Trinh on being invited to join the Editorial Board of the Journal of Advertising…
Liked by Jenni Romaniuk
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In its 150 years, the University of Adelaide has positively impacted the lives of millions, driven by the search for new knowledge and our history…
In its 150 years, the University of Adelaide has positively impacted the lives of millions, driven by the search for new knowledge and our history…
Liked by Jenni Romaniuk
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We've been sitting on this one for a while so excited that it's finally out in the open! Really proud of the new ground we've broken on this. How…
We've been sitting on this one for a while so excited that it's finally out in the open! Really proud of the new ground we've broken on this. How…
Liked by Jenni Romaniuk
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