Professor Rachel Kennedy
Associate Director (Product Development)
Professor Rachel Kennedy is one of the founders of the Ehrenberg-Bass Institute for Marketing Science, which specialises in the discovery and dissemination of knowledge on how to grow brands.
Rachel ranks globally in the top 1% of advertising researchers and has been awarded a number of prestigious awards (e.g. Incorporated Society of British Advertisers award for the paper that best increases understanding of the way in which advertising works). Rachel has been recognised as one of “Advertising’s Big Thinkers” by the Advertising Association (UK).
Rachel is a regular speaker on the global stage including at Cannes Lions, ARF conferences for WARC and others. She has decades of industry engagement across categories and markets, regularly working with and presenting to many of the world’s biggest advertisers and media players including Unilever, Mars Inc, Google, HSBC and many more.
Through the Institute’s sponsorship program, executive programs (How Brands Grow – Live!) and market research projects, Rachel helps embed evidence-based research into marketing practice.
Rachel’s role as Director (Product Development) sees her translating the Institute’s R&D into products and services for industry supporters.
Academic Publications
Bellman, S., Nenycz-Thiel, M., Kennedy, R., Varan, D. and Hartnett, N. (2019), ‘Attention to what? Best measures of attention to advertising across conditions’, Journal of Advertising Research.
Dawes, J., Kennedy, R., Green, K. and Sharp, B. (2018) ‘Problems with Econometrics for media decisions’, International Journal of Market Research, Online.
Sharp, S., Wright, M., Kennedy, R. and Nguyen, C. (2017), ‘Viva La Revolution! For evidence- based marketing we strive’, (2017), Invited paper, Special Edition, Australasian Marketing Journal.
Sorensen, H., Bogomolova, S., Anderson, K., Trinh, G., Sharp, A., Kennedy, R., Page, B., Wright, M. (2017), ‘Fundamental patterns of in-store shopper behaviour’, Journal of Retailing and Consumer Services.
Bellman, S., Nenycz-Thiel, M., Kennedy, R., Larguinat, L., Varan, D. and McColl, B. (2017), ‘What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads’, Invited paper, Journal of Advertising Research, vol 57, no. 1, pp. 53-66.
Bogomolova, S., Szabo, M. and Kennedy, R. (2017), ‘Retailers’ and manufacturers’ price-promotion decisions: The role of intuition and beliefs’, Special Issue of Journal of Business Research on micro-foundations of pricing, vol. 76, pp. 189–200.
Hartnett, N., Kennedy, R., Sharp, B. and Greenacre, L. (2016), ‘Marketers’ intuitions about the sales effectiveness of advertisements’, Journal of Marketing Behavior, Special issue on Managerial Decision-making in Marketing, vol. 2, no. 2–3, pp. 177-194.
Kennedy, R. and Northover, H. (2016) ‘Using neuro measures for better advertising decisions: Issues for practitioners, and research priorities for vendors and scholars’, Journal of Advertising Research, vol. 56, no.2.
Danenberg, N., Kennedy, R., Beal, V. and Sharp, B. (2016), ‘Advertising budgeting: a re-investigation of the evidence on brand size and spend’, Journal of Advertising, Special issue on Re-Inquiries in Advertising Research, vol 45, no. 1.
Hartnett, N., Kennedy, R., Sharp, B. and Greenacre, L. (2016), ‘Creative That Sells: How Advertising Execution Affects Sales’, Journal of Advertising, Special issue on Re-Inquiries in Advertising Research. vol 45, no. 1 pp. 102-112.
A Gelzinis, R Kennedy, V Beal, N Hartnett, B Sharp (2017), What happens when brands stop advertising, Documenting long-term sales trends
L Simmonds, S Bellman, R Kennedy, S Bogomolova, M Nenycz-Thiel (2016), The Role Of Prior Brand Experience In Processing Advertising, PSYCHOPHYSIOLOGY 53, S57-S57
MAP de Plaza, L Lockshin, R Kennedy, AM Corsi (2015), A new behavioral methodology: Measuring the effect of packaging design on shopper’s memory, Executive summary: Design for Business: Research 4 (2015)
M Szabo, S Bogomolova, R Kennedy, M Nenycz-Thiel (2014), How Do Manufacturers and Retailers Make Decisions about Price Promotions?, University of South Australia
R Kennedy (2013), Customer segmentation and targeting, Oxford University Press
M Szabo, S Bogomolova, R Kennedy (2013), Common beliefs about price promotions amongst manufacturers and retailers, ANZMAC, Adelaide, 1-7
MAP de Plaza, L Lockshin, R Kennedy, A Corsi (2012), A new method to measure behavioral responses to packaging design elements, 41st EMAC Annual Conference
MA Piñero, L Lockshin, R Kennedy, A Corsi (2010), Distinctive elements in packaging (FMCG): an exploratory study, Australian and New Zealand Marketing Academy Conference (ANZMAC) 29
R Kennedy, H Northover, J Leighton, S Lion, G Bird (2010), Pre-test Advertising—Proposing a New Validity Project. Proceedings of the 39th European Marketing Academy Conference, Copenhagen
MAP de Plaza, L Lockshin, R Kennedy, A Corsi (2010), Distinctive elements in packaging (FMCG): an exploratory study, Australian and New Zealand Marketing Academy Conference: Doing More with Less
M Pinero De Plaza, L Lockshin, R Kennedy, A Corsi (2010), Distinctive elements in packaging (FMCG): An exploratory study, Deakin University
L Liao, L Lockshin, R Kennedy, A Corsi (2010), The impact of emotion on effective packaging for consumer goods, University of Canterbury
R Kennedy (2008), Using an Established Framework and Project Apollo Data to Investigate how Advertising Works, The ARF
R Kennedy, C McDonald, B Sharp (2008), Pure single-source data and take-off time for Project Apollo, Admap 491, 32
M Ceber, B Sharp, R Kennedy (2006), A closer look at TV’s desirable audience: the light TV viewer, ANZMAC
R Kennedy (2005), Smoking behaviour and perceptions of cigarette descriptors, ANZMAC, The University of Western Australia
M Faulkner, R Kennedy, J Romaniuk (2004), An investigation of the structure of charity markets, Victoria University of Wellington
ASC Ehrenberg, N Barnard, R Kennedy, H Bloom, LV Bianchi (2004), Publicidad de marca como” publicity” creative, Revista de comunicación, 78-103
C McDonald, R Kennedy (2004), How to measure ordinary marketing How can we measure progress in stable competitive markets? Single-source data are key to recognising real campaign effects when nothing’ happens, ADMAP, 39-42
J Roberts, B Merrilees, G Geursen, R Kennedy, M Tolo (2003), Managing the relationship: does trust lead to cooperation, Australian and New Zealand Marketing Academy Conference ANZMAC
M Faulkner, R Kennedy (2003), A Test of Commap for pre-testing direct mail (DM) pieces in fundraising, ANZMAC
R Kennedy, J Singh (2002), A case for replication: fitting product variants data to the Dirichlet model, ACR Asia-Pacific Advances
R Kennedy (2001), ‘Attitude’is Not Necessary: a Look at Ad Likeability Without it, Norwegian School of Economics and Business Administration
R Kennedy (2001), Our knowledge improves if we really test it: A case example in testing an advertising theory, South African Marketing Research Association
P Mills, R Kennedy, ASC Ehrenberg, T Schlaeppi (2000), The forms that TV ads take, ARF/ESOMAR Worldwide Electronic and Broadcast Audience Research Conference
R Kennedy (2000), The customer profiles of competing brands, Erasmus University
A Ehrenberg, R Kennedy (2000), Users of competitive brands seldom differ, Market Research Society, Brighton, UK, March, 15-17
R Kennedy, A Ehrenberg, S Long (2000), Competitive brands’ user-profiles hardly differ, Market Research Society Conference (UK)
A Ehrenberg, S Long, R Kennedy (2000), Competitive brands’ user-profiles hardly differ, Market Research Society
R Kennedy, A Ehrenberg (2000), Brand user profiles seldom differ, R&DI Report. South Bank University
A Ehrenberg, N Barnard, R Kennedy, H Bloom (1999), Brand advertising as publicity, Maiden Outdoor Masterclass 10
R Kennedy, S Byron, R Campbell (1999), Does ad liking improve correct branding, 28 th European Marketing Academy Conference. Humboldt University
RE Kennedy (1999), An empirical examination of the relationship between advertising likeability and brand linkage
R Kennedy (1998), The Effect of Ad Likeability (La) on Behaviour-A Non FMCG Example, University d’Aix-Marseille
R Kennedy (1998), Do people pay more attention to likeable ads?(A preliminary examination of whether ad likeability works via attitude or attention), Department Marketing University of Otago
E Chong, R Kennedy, C Riquire, C Rungie (1997), The difference between satisfaction and service quality, EMAC Conference Proceedings 1 (1), 257-269
R Kennedy (1997), A test of the intersubjective certifiability of an advertising model, University of Warwick
R Kennedy (1997), How Does Ad Likeability (La) Work?, Department of Marketing, Monash University
S Cierpicki, R Kennedy, C Riquier (1997), Recreational fishing survey 1997, Marketing Science Centre, University of South Australia
R Kennedy, C Riquier, B Sharp, (1995), Putting Correspondence Analysis to use with Categorical Data in Market Research, Proceedings of the 1995 World Marketing Congress, 354-363
P Phua, N Hartnett, V Beal, G Trinh, R Kennedy (2023), When Brands Go Dark: A Replication and Extension: Examining Market Share of Brands That Stop Advertising for a Year or Longer, Journal of Advertising Research 63 (2), 172-184
C Graham, R Kennedy (2022), Quantifying the target market for advertisers, Journal of Consumer Behaviour 21 (1), 33-48
ZW Anesbury, D Bennett, R Kennedy (2022), How persistent are duplication of purchase partitions?, Journal of Consumer Behaviour 21 (1), 137-152
N Hartnett, A Gelzinis, V Beal, R Kennedy, B Sharp (2021), When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods, Journal of Advertising Research 61 (3), 247-259
N Hartnett, L Greenacre, R Kennedy, B Sharp (2020), Extending validity testing of the Persuasion Principles Index, European Journal of Marketing 54 (9), 2245-2255
L Simmonds, S Bogomolova, R Kennedy, M Nenycz‐Thiel, S Bellman (2020), A dual‐process model of how incorporating audio‐visual sensory cues in video advertising promotes active attention, Psychology & Marketing 37 (8), 1057-1067
L Simmonds, S Bellman, R Kennedy, M Nenycz-Thiel, S Bogomolova (2020), Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation, Journal of Business Research 111, 241-248
D Varan, M Nenycz-Thiel, R Kennedy, S Bellman (2020), The effects of commercial length on advertising impact: What short advertisements can and cannot deliver, Journal of Advertising Research 60 (1), 54-70
P Phua, R Kennedy, G Trinh, B Page, N Hartnett (2020), Examining older consumers’ loyalty towards older brands in grocery retailing, Journal of Retailing and Consumer Services 52, 101893
S Bellman, M Nenycz-Thiel, R Kennedy, N Hartnett, D Varan (2019), Best measures of attention to creative tactics in TV advertising: when do attention-getting devices capture or reduce attention?, Journal of Advertising Research 59 (3), 295-311
R Kennedy, N Hartnett (2018), Marketing is scrambled: All evidence-based theorists are invited to breakfast, Australasian marketing journal 26 (4), 303-306
J Dawes, R Kennedy, K Green, B Sharp (2018), Forecasting advertising and media effects on sales: Econometrics and alternatives, International Journal of Market Research 60 (6), 611-620
A Tanusondjaja, M Nenycz-Thiel, J Dawes, R Kennedy (2018), Portfolios: Patterns in brand penetration, market share, and hero product variants, Journal of Retailing and Consumer Services 41, 211-217
Z Anesbury, M Winchester, R Kennedy (2017), Brand user profiles seldom change and seldom differ, Marketing Letters 28, 523-535
R Kennedy, C Nguyen (2017), Editorial, empirically-based marketing knowledge, Australasian Marketing Journal 25 (4), 251-251
B Sharp, M Wright, R Kennedy, C Nguyen (2017), Viva la revolution! For evidence-based marketing we strive, Australasian Marketing Journal 25 (4), 341-346
H Sorensen, S Bogomolova, K Anderson, G Trinh, A Sharp, R Kennedy, …(2017), Fundamental patterns of in-store shopper behavior, Journal of Retailing and Consumer Services 37, 182-194
S Bogomolova, M Szabo, R Kennedy (2017), Retailers’ and manufacturers’ price-promotion decisions: Intuitive or evidence-based?, Journal of Business Research 76, 189-200
N Hartnett, R Kennedy, B Sharp, L Greenacre (2016), Marketers’ Intuitions about the Sales Effectiveness of Advertisements, Journal of Marketing Behavior 2 (2–3), 177-194
N Hartnett, R Kennedy, B Sharp, L Greenacre (2016), Marketers’ Intuitions about the Sales Effectiveness of Advertisements, Journal of Marketing Behavior 2 (2–3), 177-194
DV Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Laurent Larguinat … (2016), What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads, Journal of Advertising Research
R Kennedy, H Northover (2016), How to use neuromeasures to make better advertising decisions: Questions practitioners should ask vendors and research priorities for scholars, Journal of Advertising Research 56 (2), 183-192
A Tanusondjaja, M Nenycz-Thiel, R Kennedy (2016), Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient, International Journal of Market Research 58 (3), 401-419
Z Anesbury, M Nenycz‐Thiel, J Dawes, R Kennedy (2016), How do shoppers behave online? An observational study of online grocery shopping, Journal of Consumer Behaviour 15 (3), 261-270
N Hartnett, J Romaniuk, R Kennedy (2016), Comparing direct and indirect branding in advertising, Australasian Marketing Journal 24 (1), 20-28
N Danenberg, R Kennedy, V Beal, B Sharp (2016), Advertising budgeting: a reinvestigation of the evidence on brand size and spend, Journal of Advertising 45 (1), 139-146
N Hartnett, R Kennedy, B Sharp, L Greenacre (2016), Creative that sells: How advertising execution affects sales, Journal of Advertising 45 (1), 102-112
R Kennedy, J Scriven, M Nenycz-Thiel (2015), Response to comments on ‘When “significant” is not significant’, International Journal of Market Research 57 (3), 339-342
N Hartnett, J Romaniuk, R Kennedy (2015), Australasian Marketing Journal
R Kennedy, J Scriven, M Nenycz-Thiel (2014), When ‘significant’is not significant, International Journal of Market Research 56 (5), 591-607
J Taylor, R Kennedy, C McDonald, L Larguinat, Y El Ouarzazi, N Haddad (2013), Is the Multi-Platform Whole More Powerful Than Its Separate Parts?: Measuring the Sales Effects of Cross-Media Advertising, Journal of Advertising Research 53 (2), 200-211
R Kennedy (2013), What Research can We Trust?, International Journal of Market Research 55 (2), 315-317
R Kennedy, B McColl (2012), Brand growth at Mars, Inc.: how the global marketer embraced Ehrenberg’s science with creativity, Journal of Advertising Research 52 (2), 270-276
M Uncles, R Kennedy, M Nenycz-Thiel, J Singh, S Kwok (2012), In 25 years, across 50 categories, user profiles for directly competing brands seldom differ: affirming Andrew Ehrenberg’s principles, Journal of Advertising Research 52 (2), 252-261
K Newstead, J Taylor, R Kennedy, B Sharp (2009), The total long-term sales effects of advertising: Lessons from single source, Journal of Advertising Research 49 (2), 207-210
J Taylor, R Kennedy, B Sharp (2009), Is once really enough? Making generalizations about advertising’s convex sales response function, Journal of Advertising Research 49 (2), 198-200
P Hammer, E Riebe, R Kennedy (2009), How clutter affects advertising effectiveness, Journal of Advertising Research 49 (2), 159-163
M Faulkner, R Kennedy (2008), A new tool for pre-testing direct mail, International Journal of Market Research 50 (4), 469-490
M Faulkner, R Kennedy (2008), Each abstracted paper is awarded 0–5 stars for each of four qualities, Journal of Direct, Data and Digital Marketing Practice 10, 178-194
A Ehrenberg, N Barnard, R Kennedy, H Bloom (2002), Brand advertising as creative publicity, Journal of Advertising Research 42 (4), 7-18
M Wedel, WA Kamakura, A Ehrenberg, R Kennedy (2001), Back Talk, Marketing Research 13 (2), 43
R Kennedy, A Ehrenberg (2001), There is no brand segmentation, Marketing Research 13 (1)
R Kennedy, ASC Ehrenberg (2001), Competing retailers generally have the same sorts of shoppers, Journal of Marketing Communications 7 (1), 19-26
R Kennedy, B Sharp, C Rungie (2000), How Ad Liking (la) Relates to Branding and the Implications for Advertising Testing, Australasian Journal of Market Research 8 (2), 9-19
C Riquier, R Kennedy, B Sharp (1998), Behaviours versus demographics as identifiers of CHAID splits: Implications for segment formation, Journal of Segmentation in Marketing 2 (1), 111-129
R Kennedy, C Riquier, B Sharp (1996), Practical applications of correspondence analysis to categorical data in market research, Journal of Targeting Measurement and Analysis for Marketing 5, 56-70
