Carl Driesener's Publications


Published Journal Articles:

Driesener, C and J. Romaniuk (2006). Comparing Methods of Brand Image Measurement’, International Journal of Market Research, Vol. 48, Issue 6.

Romaniuk, Jenni; Sharp, Byron; Paech, Samantha; Driesener, Carl (2004) "Brand and Advertising Awareness: A Replication and Extension of a Known Empirical Generalisation", Australasian Marketing Journal, Vol.12, No.3, p.70-80. download

Refereed Conference Proceedings:

Li F., C. Rungie & C. Driesener (2008). Estimating radio advertising exposures by the beta binomial distribution model. IN University, X. J. T. (Ed), Chinese Journal of Marketing Science, Xian

Li F., C. Rungie & C. Driesener (2008). Disparities of radio listening in locations in China and Australia. 2008 Global Marketing Conference, Shanghai, China.

Kennedy, R, C. Driesener, L. Wood, G. Goodhardt & C. McDonald (2008). How does advertising affect loyalty? Worldwide Multi Media Measurement Conference, ESOMAR.

Riebe, E., C. Driesener, & V. Beal (2008). The effect of recency of ad exposure on purchasing across categories and media. Worldwide Multi Media Measurement Conference, ESOMAR.

Dawes, J., L. Meyers-Waarden, & C. Driesener, (2008). Has Brand Loyalty Declined? An extension of Dekimpe et al (1997), 2008 ANZMAC Conference, Sydney

Li, F, C Rungie, C Driesener, & W Xi (2007), Predicting one year radio reach, International Symposium on Marketing, 2007, Marketing Research Centre of China, Beijing (Best Paper Award)

Pare, V, J Dawes and C Driesener (2006), Double Jeopardy Deviations for Small and Medium Share Brands - How Frequent and How Persistent? Australian & New Zealand Marketing Academy Conference, Brisbane, Australia, The School of Advertising, Marketing and Public Relations, Queensland University of Technology.

Driesener, C, Rungie, C & Sharp, B, (2006), Confirmation of the Dirichlet brand loyalty parameter limits for repertoire categories: 127 replications, Sustainable Marketing Leadership, European Marketing Academy, 1-6, Athens, (G Avlonitis, N Papavassiliou and P PapastathopoulouEds), 2006

Driesener, C. and W. Jarvis (2004). Bias in the Estimating Procedure for the Dirichlet S Parameter. Australian & New Zealand Marketing Academy Conference, Wellington, New Zealand, School of Marketing and International Business, Victoria University of Wellington.

Driesener, C. and J. Romaniuk (2001). Brand image? Pick a measure, any measure. Australian & New Zealand Marketing Academy 2001, Parmerston North, Department of Commerce, Massey University.

Driesener, C. and J. Romaniuk (2002). A Comparison of Perceptual Mapping using Ranking, Rating and Pick any Technique. ANZMAC, Melbourne.

Driesener, C., C. Rungie, C. Habel and J. Allsopp (2003). The Three Legs of Dirichlet Tables. ANZMAC, Adelaide.

Driesener, C. and M. Wright (1999). 'Extra Time' Extending Juster Estimates to Longer Time Periods. Australian & New Zealand Marketing Academy 1999, Sydney, School of Marketing, University of New South Wales.

Habel, C., C. Driesener, C. Rungie and W. Jarvis (2003). Pareto and parameters: how customer concentration varies with NBD parameters. ANZMAC. Adelaide.

Jarvis, W., C. Driesener and C. Rungie (2004). Brands behaving badly!-Exploring tendencies towards niche positions for very small brands. ANZMAC, Wellington, New Zealand, School of Marketing and International Business, Victoria University of Wellington.

Romaniuk, J. and C. Driesener (2002). Ranking versus rating: A comparison of image attribute measures. European Marketing Academy 31st annual conference, University of Minho, Portugal.

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

Rungie, C. and C. Driesener (2003). Picking Apart the Brand Purchase Rates. ANZMAC, Adelaide.

Rungie, C., H. Monroe and C. Driesener (2002). Understanding the Structure of Product Categories. ANZMAC, Melbourne.

Sharp, A. and C. Driesener (2002). Evaluating the Reliability of a Web Site Usability Tool. ANZMAC, Melbourne.

Sharp, B. and C. Driesener (2000). The Dirichlet's Buyer Behaviour Assumptions Really Do Matter. Australian New Zealand Marketing Academy Conference, Gold Coast, Queensland, Griffith University.

Winchester, M., J. Romaniuk and C. Driesener (2002). The Effect of Questioning Technique on Reponses to Negative Brand Image Attributes. ANZMAC, Melbourne.