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

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

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

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.

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

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

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

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.


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.

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