Professor John Dawes

Associate Director (Operations)

John has over 20 years of marketing research experience. His areas of expertise are: the effects of price promotions, market structure analysis and repeat-buying loyalty.

John’s research has been published in many top marketing journals including the Journal of Advertising Research, Journal of Business Research and Journal of Retailing. John’s findings have also been published in the Wall Street Journal.

Academic Publications

Cigarette brand loyalty and purchase patterns: an examination using US consumer panel data. Journal of Business Research, 67, 9, 2014.

Generalizations regarding the growth and decline of manufacturer and store brands. Journal of Retailing and Consumer Services, 21, 5, 2014. With Jenni Romaniuk and Magda Nenycz-Thiel.

Reasons for Variation in SCR for Private Label Brands. European Journal of Marketing vol 47, 11, 2013.

Analyzing the Intensity of Private Label Competition across Retailers” Journal of Business Research. 66, 1, January 2013. With Magda Nenycz-Thiel.

“It’s a Dirichlet World – Modeling Individual’s Loyalties Reveals How Brands Compete, Grow and Decline. Journal of Advertising Research, June 2012. With Byron Sharp, Malcolm Wright, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern

Brand-Pack Size Cannibalization Arising from Temporary Price Promotions” Journal of Retailing, 88, 3, September 2012

The persistence of Excess Loyalty across Multiple Years”. Marketing Letters, 21, 1, 2012. With Vipul Pare

“Competition for memory retrieval between private label and national brands”. Journal of Business Research, Vol. 63, 11, November 2010. With Magda Nenyzc-Thiel, Jenni Romaniuk and Byron Sharp

The Effect of Service Price Increases on Customer Retention: The Moderating Role of Customer Tenure and Relationship Breadth. Journal of Service Research, 2009.

A report for Government:

Pricing Practices: their Effects on Consumer Behaviour and Welfare” Prepared for the Office of Fair Trading, UK. 2010. In conjunction with Gorkan Ahmetoglou, Simon Fried, and Adrian Furnham.

@EhrenbergBasson Twitter

Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.