Professor Jenni Romaniuk
Associate Director (International)
Professor Jenni Romaniuk is a Research Professor of Marketing and Associate Director (International) at the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing.
As the key architect behind the Ehrenberg-Bass approaches to Distinctive Asset, Category Entry Point and Mental Availability measurement, Jenni has worked with companies all over the world to help them build stronger brands. She has written three books: Building Distinctive Brand Assets, which helps marketers to future-proof their brand’s identity, How Brands Grow Part 2 which builds on the knowledge revolution started in How Brands Grow and her new book, Better Brand Health provides a valuable resource for those looking to get the most out of their brand health tracking.
Jenni’s expertise spans mental and physical availability, brand equity, brand health tracking, word-of-mouth and advertising effectiveness. She was editor of the Journal of Advertising Research from 2014-2016, and now sits on the Journal’s Senior Advisory Board.
Academic Publications
Differentiation versus Distinctiveness – chapter with Byron Sharp in How Brands Grow Oxford University Press
Brand Prominence and Sharing in Nelson-Field, K (2013) Viral Marketing: The Science of Sharing. Oxford University Press. ISBN 9780195527988.
J Romaniuk, B Sharp (2022), How Brands Grow, Oxford University Press.
J Romaniuk (2021), How Brands Grow 2 Revised Edition, OXFORD University Press
J Romaniuk (2018), Building distinctive brand assets, OXFORD University Press
M Nenycz-Thiel, J Romaniuk, B Sharp (2016), Building physical availability, How brands grow: Part 2, 145-172
J Romaniuk (2016), Building mental availability, How brands grow: Part 2, 62-86
B Sharp, J Romaniuk (2016), How brands grow, Oxford University Press
J Romaniuk, B Sharp (2016), How brands grow. Part 2: Including emerging markets, services and durables, new brands and luxury brands, Oxford University Press
M Faulkner, J Romaniuk, P Stern (2023), How sharing of supporters reveals competition amongst non-profit brands, Journal of Marketing Management 39 (3-4), 193-212
R Fuller, L Stocchi, T Gruber, J Romaniuk (2023), Advancing the understanding of the pre-purchase stage of the customer journey for service brands, European Journal of Marketing 57 (2), 360-386
A Tanusondjaja, J Romaniuk, M Nenycz-Thiel, M Sakashita, (2022), Examining Pareto Law across department store shoppers, International Journal of Market Research, 1470785322114585
J Romaniuk, A Huang (2020), Understanding consumer perceptions of luxury brands, International Journal of Market Research 62 (5), 546-560
C Nguyen, J Romaniuk, J Cohen, M Faulkner (2020), When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability, Journal of Retailing and Consumer Services 55, 102080
E Ward, S Yang, J Romaniuk, V Beal (2020), Building a unique brand identity: Measuring the relative ownership potential of brand identity element types, Journal of Brand Management 27, 393-407
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2019), Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory, Marketing Letters 30, 219-220
M Nenycz-Thiel, J Romaniuk (2019), How far is too far? Investigating purchasing across packaged goods and services categories for retailer branded products, European Journal of Marketing 53 (1), 108-120
M Faulkner, J Romaniuk (2019), Supporters’ perceptions of benefits delivered by different charity activities, Journal of Nonprofit & Public Sector Marketing 31 (1), 20-41
J Romaniuk, J Dawes, M Nenycz-Thiel (2018), Modeling brand market share change in emerging markets, International Marketing Review 35 (5), 785-805
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2018), Does an expanded brand user base of co-branded advertising help ad-memorability?, International Journal of Market Research 60 (4), 366-379
V Beal, J Romaniuk, B Sharp (2018), Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data, International Journal of Advertising 37 (3), 463-481
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2018), Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory, Marketing Letters 29 (1), 37-48
J Romaniuk, S Wight, M Faulkner (2017), Brand awareness: revisiting an old metric for a new world, Journal of Product & Brand Management 26 (5), 469-476
J Romaniuk, C Nguyen (2017), Is consumer psychology research ready for today’s attention economy?, Journal of Marketing Management 33 (11-12), 909-916
G Ludwichowska, J Romaniuk, M Nenycz-Thiel (2017), Systematic response errors in self-reported category buying frequencies, European Journal of Marketing 51 (7/8), 1440-1459
R East, J Romaniuk, R Chawdhary, M Uncles (2017), The impact of word of mouth on intention to purchase currently used and other brands, International Journal of Market Research 59 (3), 321-334
J Romaniuk, N Hartnett (2017), The relative influence of advertising and word-of-mouth on viewing new season television programmes, European Journal of Marketing 51 (1), 65-81
R East, M Uncles, J Romaniuk, W Lomax (2017), Social amplification: A mechanism in the spread of brand usage, Australasian Marketing Journal 25 (1), 20-25
K Vaughan, V Beal, J Romaniuk (2017), Can Brand Users Really Remember Advertising More Than Nonusers? : Testing an Empirical Generalization Across Six Advertising Awareness Measures, The Advertising Research Foundation 『Journal of Advertising Research
J Romaniuk (2016), Coming in March 2017: Why Television Still Matters, Journal Of Advertising Research 56 (4), 470-470
G Trinh, J Romaniuk, A Tanusondjaja (2016), Benchmarking buyer behavior towards new brands, Marketing Letters 27, 743-752
A Tanusondjaja, G Trinh, J Romaniuk (2016), Exploring the past behaviour of new brand buyers, International Journal of Market Research 58 (5), 733-747
J Romaniuk (2016), Coming in December: How Audience Targeting Works in Advertising, Journal Of Advertising Research 56 (3), 338-338
K Vaughan, V Beal, J Romaniuk (2016), Can Brand Users Really Remember Advertising More Than Nonusers?: Testing an Empirical Generalization Across Six Advertising Awareness Measures, Journal of Advertising Research 56 (3), 311-320
J Romaniuk, M Nenycz-Thiel (2016), Lapsed buyers’ durable brand consideration in emerging markets, Journal of Business Research 69 (9), 3645-3651
M Faulkner, J Romaniuk, P Stern (2016), New versus frequent donors: Exploring the behaviour of the most desirable donors, Australasian Marketing Journal 24 (3), 198-204
B Jardine, J Romaniuk, JG Dawes, V Beal (2016), Retaining the primetime television audience, European Journal of Marketing 50 (7/8), 1290-1307G Trinh, J Romaniuk, A Tanusondjaja (2016), Benchmarking buyer behavior towards new brands, Marketing Letters 27, 743-752
A Tanusondjaja, G Trinh, J Romaniuk (2016), Exploring the past behaviour of new brand buyers, International Journal of Market Research 58 (5), 733-747
K Vaughan, V Beal, J Romaniuk (2016), Can Brand Users Really Remember Advertising More Than Nonusers?: Testing an Empirical Generalization Across Six Advertising Awareness Measures, Journal of Advertising Research 56 (3), 311-320
J Romaniuk, M Nenycz-Thiel (2016), Lapsed buyers’ durable brand consideration in emerging markets, Journal of Business Research 69 (9), 3645-365
M Faulkner, J Romaniuk, P Stern (2016), New versus frequent donors: Exploring the behaviour of the most desirable donors, Australasian Marketing Journal 24 (3), 198-204
B Jardine, J Romaniuk, JG Dawes, V Beal (2016), Retaining the primetime television audience, European Journal of Marketing 50 (7/8), 1290-1307
R East, MD Uncles, J Romaniuk, W Lomax (2016), Validation and sufficiency, European Journal of Marketing 50 (3/4), 661-666
R East, MD Uncles, J Romaniuk, W Lomax (2016), Improving agent-based models of diffusion, European Journal of Marketing 50 (3/4), 639-646
M Nenycz-Thiel, J Romaniuk (2016), Understanding premium private labels: A consumer categorisation approach, Journal of Retailing and Consumer Services 29, 22-30
N Hartnett, J Romaniuk, R Kennedy (2016), Comparing direct and indirect branding in advertising, Australasian Marketing Journal 24 (1), 20-28
R East, MD Uncles, J Romaniuk, W Lomax (2016), Measuring the impact of positive and negative word of mouth: A reappraisal, Australasian Marketing Journal 24 (1), 54-58
S Hogan, J Romaniuk, M Faulkner (2016), Comparing approaches to elicit brand attributes both face-to-face and online, International Journal of Market Research 58 (1), 57-78
M Faulkner, O Truong, J Romaniuk (2015), Barriers to increasing donor support: Evidence on the incidence and nature of brand rejection, Nonprofit and Voluntary Sector Quarterly 44 (5), 1007-1025
J Romaniuk (2015), Tainted Love, International Journal of Market Research 57 (5), 673-675
A Tanaka, C Nguyen, J Romaniuk (2015), The strengths and weaknesses of celebrities as branding and creative design elements in advertising, Journal of Design, Business & Society 1 (1), 57-7
J Romaniuk, S Wight (2015), The stability and sales contribution of heavy‐buying households, Journal of Consumer Behaviour 14 (1), 13-20
Trinh, G., J. Romaniuk and A. Tanusondjaja (2015). “Benchmarking buyer behavior towards new brands.”Marketing Letters.10.1007/s11002-015-9376-8
East, Robert; Uncles, Mark; Romaniuk, Jenni; Dall’Olmo Riley, Francesca (2015), Factors associated with the production of word of mouth. International Journal of Market Research. Vol. 57 Issue 3, p439-458.
Romaniuk, J. and M. Nencyz-Thiel (September 2014), Measuring the strength of color-brand name links. Journal of Advertising Research Vol. 54 Issue 3, p313-319.
Faulkner, Margaret; Truong, Oanh; Romaniuk, Jenni (2014), Uncovering generalized patterns of brand competition in China. Journal of Product & Brand Management. Vol. 23 Issue 7, p554-571.
Romaniuk, J., J. Dawes, and M. Nenycz-Thiel (2014) Generalizations regarding growth and decline patterns of manufacturer and store brands. Journal of Consumer and Retail Services Vol. 21 Issue 5, p725-734.
Romaniuk, J; Beal, V; and M., Uncles, (2013). Achieving Reach in a Multi-Media Environment How a Marketer’s First Step Provides the Direction for the Second Journal of Advertising Research, Vol. 53 Issue 2, p221-230
Romaniuk, Jenni (2013) Modeling Mental Market Share, Journal of Business Research, Vol. 66 Issue 2, p188-195. 8p.
Nenycz-Thiel, M, Beal, V, Ludwichowska-Alluigi, G & Romaniuk, J, (2013), Investigating the accuracy of self-reports of brand usage behavior’, Journal of Business Research, Vol. 66 Issue 2, p224-232.
Nguyen, C. & Romaniuk, J. (2013) Factors moderating the impact of word of mouth for TV and film broadcasts. Australasian Marketing Journal Vol 21 Issue 1 p25-29
East, R., Uncles, M., Romaniuk, J., and C. Hand (2013) Distortion in retrospective Measures of Word of Mouth, International Journal of Market Research Vol. 55 Issue 4 p13-24
Romaniuk, J., S. Bogomolova and F. D’almo Riley (2012) Does a 40 year Empirical Generalisation still hold? A testimony to the longevity of Andrew Ehrenberg’s findings. Journal of Advertising Research, Vol. 52 Issue 2, p243-25
Romaniuk, J. and A.S.C. Ehrenberg (2012) Do Brands Lack Personality. Marketing Theory, Vol. 12 Issue 3, p333-339
Trembath, R., J. Romaniuk and L. Lockshin (2011) Building the destination brand: An empirical comparison of two approaches. Journal of Travel and Tourism Marketing Vol 28 Issue 8 p804-816
Romaniuk, J. and M. Nencyz-Thiel (2011) Behavioural Brand Loyalty and Consumer Brand Associations. Journal of Business Research Vol. 66 Issue 1, p67-72
East, R., W. Lomax and J., Romaniuk, (2011) The NPS and the ACSI: A Critique and an Alternative Metric. International Journal of Market Research Vol. 53 Issue 3
Romaniuk, J. and C. Gugel (2010) The ARF 360 Model: Update to a Human-Centric Approach. Journal of Advertising Research Vol 50 Issue 3
Bogomolova, S., and J. Romaniuk (2010) The Brand Equity of Defectors and Never Boughts in a Business Financial Market. Industrial Marketing Management Vol. 39 Issue 8
Nenycz-Thiel, M, B. Sharp, J. Dawes and J. Romaniuk (2010) The Competition for Retrieval between Private Label Brands and National Brands. Journal of Business Research Vol 63 Issue 1
Newstead, K. and J. Romaniuk, (2010) The Relative Effectiveness of 15 and 30 second Television Advertisements. Journal of Advertising Research Vol 50 Issue 1
Romaniuk, J. (2009) The Efficacy of Brand-Execution in TV Advertising, Brand Placements and Internet Advertising. Journal of Advertising Research Vol 49 Issue 2
Bogomolova, S., and J. Romaniuk (2009) Brand Defection in Business to Business Markets. Journal of Business Research Vol 62 Issue 3
Winchester, M., J. Romaniuk and S. Bogomolova (2008) Positive and Negative Brand Beliefs and Brand Defection/Uptake. European Journal of Marketing Vol 42 Issue 5/6
Magda Nenycz-Thiel, Jenni Romaniuk, John Dawes (2016), Is being private better or worse online? Private labels performance in online grocery channel, Advances in National Brand and Private Label Marketing: Third International Conference
M Nenycz-Thiel, J Romaniuk (2015), Buying of private labels across categories: how far is too far?, Advances in National Brand and Private Label Marketing: Second International Conference
J Romaniuk (2023), Better Brand Health: Measures and Metrics for a how Brands Grow World, Ascent Audio
K Victory, A Tanusondjaja, J Dawes, J Romaniuk, M Nenycz-Thiel (2021), How Do New Products Perform? An Investigation, An Investigation (May 5, 2021)
B Sharp, J Romaniuk, C Graham (2019), Marketing’s 60/20 Pareto Law, Available at SSRN 3498097
