Dr Alicia Barker-Trowse

Senior Marketing Scientist

Academic Publications

Barker-Trowse, A., Dunn, S., Graham, C., Sharp, B. & Corsi, A. M. 2026. Tiny brands, big challenges: The limits of loyalty and the role of penetration in driving growth. Journal of Business Research, 204, 115864.

Vaughan, K, & Barker, A (2021), *Effective brand growth: acquisition or retention. *WARC,

Chowdhury, S, Barker, A, Trinh, G, & Lockshin, L (2021), *Using the Dirichlet model to predict how fashion brands compete and grow on eBay.*Journal of Consumer Behaviour, Vol 21, No. 1, pp. 63-79.

Barker, A (2022), *Small but mighty: tiny brand advertising strategies.*B&T,

Profile

Dr Alicia Barker-Trowse is a Senior Marketing Scientist at the Ehrenberg-Bass Institute. Her research interests include Mental Availability, category and brand competition, and consumer behaviour.

Alicia’s research has been published in the Journal of Business Research and the Journal of Consumer Behaviour. She also presents at domestic and international marketing conferences, and contributes to marketing trade publications.

Alicia leads Category Entry Point and Distinctive Asset research projects. She is particularly interested in sub-category CEP research.