Associate Professor Carl Driesener
Senior Marketing Scientist
Carl has been at the Ehrenberg-Bass institute for over 15 years. He manages the Institute’s in-house tracking capabilities project and has conducted significant brand equity tracker and bespoke market research projects for a wide range of industries including packaged goods, financial services, IT and telecommunications, real estate, primary production suppliers, government departments, education and research, and grocery products.
His earlier research compared three different methods for measuring brand image and he has published in this area in the International Journal of Market Research. He has driven the Ehrenberg-Bass Institute’s commercial activities in the area of understanding the competitive set through NBD-Dirichlet and Duplication of Purchase analysis. He has worked on all major projects in this area, leading the analysis and reporting of key findings. Carl’s core areas of research expertise include buyer behaviour, market modelling and internet research.
He has also published in the Journal of Advertising Research, Marketing Intelligence and Planning, Journal of Business Research and the Journal of Brand Management.
Academic Publications
Bruwer, J., Cohen, J., Driesener, C., Corsi, A., Lee, R., Huang, A., & Lockshin, L. (2023). Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents. Australasian marketing journal, 1-12.
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2022). The mental availability of different countries of origin in China. Wine & Viticulture Journal 35 (1), 68-69
Davies, C., Page, B., Driesener, C., Anesbury, Z., Yang, S., & Bruwer, J. (2022). The power of nostalgia: Age and preference for popular music. Marketing Letters, 1-12.
Anesbury, Z. W., Davies, C., Driesener, C., Page, B., Greenacre, L., Yang, S., & Bruwer, J. (2022). Death by 1000 ‘true fans’: Do marketing laws apply to music listening? Journal of Consumer Behaviour, 1-16.
Driesener, C., & Rungie, C. (2022). The Dirichlet model in marketing. Journal of Consumer Behaviour, 21(1), 7-18.
Grasby, A., Corsi, A., Dawes, J., Driesener, C., & Sharp, B. (2022). How loyalty extends across product categories. Journal of Consumer Behaviour, 21(1), 153-163.
Driesener, C., Rungie, C., & Wright, M. (2022). Dirichlet implications for portfolio management. Journal of Consumer Behaviour, 21(1), 49-62.
Anesbury, Z. W., Bellman, S., Driesener, C., Page, B., & Sharp, B. (2021). Ageism Kills Brands. Australasian marketing journal, 1, 1-7.
Anesbury, Z. W., Driesener, C. B., Page, B., Bellman, S., & Sharp, B. (2020). Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method. Journal of Marketing Management,36(15-16), 1591-1610.
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020). China: Exploring media options to reach wine buyers in China. Wine & Viticulture Journal 35 (3), 68-69
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020). Exports: Where wine is bought in China and why it matters. Wine & Viticulture Journal 35 (2), 55-56
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2019). What brings a Chinese alcohol drinker into the wine category? Wine & Viticulture Journal 34 (1), 67-68
C Driesener, J Cohen, A Huang, A Corsi (2018). The danger of relying on anecdotal information in China. Wine & Viticulture Journal 33 (4), 71-72
Huddleston, P. T., Behe, B. K., Driesener, C., & Minahan, S. (2018). Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment. Journal of Retailing and Consumer Services, 43, 85-93.
J Cohen, C Driesener, A Huang, AM Corsi, F Sbalchiero (2018). We need to be thinking about all alcohol drinkers in China. Wine & Viticulture Journal 33 (2), 60-61
Driesener, C., Rungie, C. E., & Banelis, M. (2017). If the Model Fits, Use It: Methods and Benchmarks for Evaluating NBD-Dirichlet Goodness-of-Fit. Australasian marketing journal, 25(4), 288-293.
Trinh, G., Anesbury, Z., & Driesener, C. (2017). Has behavioural loyalty to online supermarkets declined? Australasian Marketing Journal (AMJ), 25(4), 326-333.
L Stocchi, M Wright, C Driesener (2016). Why familiar brands are sometimes harder to remember. European Journal of Marketing 50 (3/4), 621-638
MJ Valos, F Haji Habibi, R Casidy, CB Driesener, VL Maplestone (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning 34 (1), 19-40
Casidy, R, Valos, M, Habibi, F and Driesener, C. (2015). “Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers” Marketing Intelligence and Planning, volume 33 (), p
Dawes J., Meyer-Waarden, L. and Driesener, C. (2015). “Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and USA.” Journal of Business Research, volume 68 (2), p425-432
Stocci, L, Driesener, C and Nenycz-Thiel, M (2015). “Brand image and brand loyalty: do they show the same deviations from a common underlying pattern?” Journal of Consumer Behaviour, Vol Number.
Sjostrom, T., Corsi, A. and Driesener, C., Chrysochou, P. (2014). “Are food brands that carry light claims different?” Journal of Brand Management, volume 21(4), p325-341
G Trinh, C Rungie, M Wright, C Driesener, J Dawes (2014). Predicting future purchases with the Poisson log-normal model. Marketing Letters 25, 219-234
Atkinson, G., Driesener, C. and Corkindale, D. (2014). “Search Engine Advertisement Design Effects on Click-Through Rates”, Journal of Interactive Advertising, 14:1, 24-30
Trinh, G., Rungie, C., Wright, M., Driesener, C. and Dawes, J. (2013). “Predicting future purchases with the Poisson log-normal model.” Marketing Letters: 1-16.
Sharp, B., M. Wright, J. Dawes, C. Driesener, L. Meyer-Waarden, L. Stocchi, and P. Stern, (2012). “It’s a Dirichlet World: Modeling individuals’ Loyalties reveals How Brands Compete, Grow, and Decline.” Journal of Advertising Research 52(2): 203-213.
Driesener, C and Romaniuk, J. (2006). ‘Comparing Methods of Brand Image Measurement’, International Journal of Market Research, Vol. 48, Issue 6.
V Pare, J Dawes, C Driesener (2006). Double jeopardy deviations for small and medium share brands-how frequent and how persistent? Australian and New Zealand Marketing Academy
Romaniuk, J., B. Sharp, S. Paech and C. Driesener (2004). Brand and Advertising Awareness: A Replication and Extension of a Known Empirical Generalisation. Australasian Marketing Journal, Vol 12 Number 3
Riebe, E., K. Newstead, S. Reynolds & C. Driesener (2009). Engagement and switching behaviour in a radio media context. EMAC Nantes
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.
J Cohen, C Driesener, A Huang, A Corsi, J Bruwer, R Lee, K Kilov, …(2022). Applying the Mental Availability Framework to Country of Origin in the China Wine Market. 13th International Conference of the Academy of Wine Business Research, 157
J Cohen, L Lockshin, A Corsi, J Bruwer, C Driesener, R Lee (2022). The China wine market: How wine is gaining cultural value in Chinese culture. The Routledge Handbook of Wine and Culture, 405-414
J Cohen, C Driesener, A Huang, A Corsi, J Bruwer, R Lee, K Kilov, …(2022). Exploring the ‘Laws of Growth’ in the China Wine Market. 13th International Conference of the Academy of Wine Business Research, 152
A Grasby, A Maria Corsi, J Dawes, C Driesener, B Sharp (2019). Brand Extensions: Does Buying a Brand in One Category Increase Propensity to Buy It in Another? Available at SSRN 3398695
G Trinh, ZW Anesbury, C Driesener (2014). Australasian Marketing Journal
DR Corkindale, J Romaniuk, C Driesener (2013). How the duplication of viewing law applies to website visiting and some implications. ANZMAC-Australian and New Zealand Marketing Academy
L Stocchi, M Wright, C Driesener (2012). On the stochastic nature of memory: insights from neuropsychology relevant to brand equity. ANZMAC Australian and New Zealand Marketing Academy Conference 2012
J Dawes, L Meyer-Waarden, C Driesener (2011). The evolution of Repeat Purchase Behavior. HAL Post-Print
M Wright, L Stocchi, C Driesener (2011). The Temporal Stability of the NBD-Dirichlet Model Parameters. Available at SSRN 1842167
L Stocchi, C Driesener, M Wright (2011). The ‘natural monopoly’effect in brand image data. ANZMAC Australian and New Zealand Marketing Academy Conference 2011
CB Driesener (2005). Empirical generalisations in the parameter values of the Dirichlet model: an examination across 50 categories
C Driesener, C Rungie, C Habel, J Allsopp (2003). The three legs of Dirichlet tables. Australian and New Zealand Marketing Academy
C Habel, C Driesener, C Rungie, W Jarvis (2003). Pareto and parameters: How customer concentration varies with nbd parameters. Australian & New Zealand Marketing Academy
C Rungie, H Monroe, C Driesener (2002). Understanding the Structure of Product Categories. Deakin University
CB Driesener, J Romaniuk (2002). A comparison of perceptual mapping using ranking, rating and pick any techniques. Deakin University
CB Driesener (2002). Comparing and contrasting three brand image measures.
CB Driesener, J Romaniuk (2001). Brand image? Pick a measure, any measure. Massey University
B Sharp, C Driesener (2000). The Dirichlet’s buyer behaviour assumptions really do matter. Griffith University
CB Driesener, M Wright (1999). ‘Extra Time’Extending Juster Estimates to Longer Time Periods. University of New South Wales
A Sharp, C Driesener. Evaluating the Reliability of A Web Site Usability Tool. Deakin University
J Romaniuk, B Sharp, S Paech, C Driesener. Testing an empirical generalisation: the underlying structure of brand (and ad) awareness scores. University of South Australia
