Professor Magda Nenycz-Thiel

Senior Marketing Scientist

Magda is the Mars Professor of Marketing and a Senior Marketing Scientist at the Ehrenberg-Bass Institute. In 2016, Magda became the first Mars Professor of Marketing, a Chair funded by Mars Incorporated. In her Mars Chair role, Professor Nenycz-Thiel provides thought leadership to Mars, academic peer review to assure research quality, and supports the development of superior marketing capability among Mars’ Associates.

Magda’s main areas of expertise are (1) buying behaviour and brand equity of Private Label Brands; (2) category growth drivers; (3) measurement and management of physical availability for brands; and (4) on-line buying and shopping behaviour.

She has published in international journals such as the Journal of Business Research, Journal of Advertising Research and European Journal of Marketing. She is also an author of two chapters in the second edition of the Institute’s book, How Brands Grow Part 2: “Building Physical Availability” and “Online shopping – is it different?”.

Magda regularly presents at domestic and international conferences to industry and academics, and to the Institute’s global Corporate Sponsors on various topics.

Academic Publications

Tanusondjaja, A., Nenycz-Thiel, M. and Kennedy, R. Applying Duplication Coefficient as Cross- Category Purchase Benchmark in Shopping Basket. second round of review at International Journal of Market Research (ABDC=B, FoR=1505)

Romaniuk, J. and Nenycz-Thiel, M. The effect of past buying on brand consideration for cell phone brands in emerging markets, under review at Journal Business Research (ABDC=A, FoR=1505, 1506, 1503)

1All journal rankings are based on the most recent ABDC Journal Quality List 2013. ERA 2012 ranking is added when ERA ranking classifies a journal lower than ABDC ranking.

Anesbury, Z., Nenycz-Thiel, M., Dawes, J. and Kennedy, R. How do shoppers behave online? An observational study of online grocery shopping patterns, under review in Journal of Consumer Behaviour (ABDC=B, FoR=1505)

Tanusondjaja, A., Nenycz-Thiel, M., Dawes, J. and Kennedy, R. Evaluating how product variants contribute toward market share and penetration, under review at Journal of Retailing and Consumer Services (ABDC=A, ERA=B, FoR=1505)

Romaniuk, J., Dawes, J. and Nenycz-Thiel, M. Modeling Share Change for Packaged Goods Brands in Emerging Markets, under review in Journal Business Research (ABDC=A, FoR=1505, 1506, 1503)

 

Nenycz-Thiel, M., J. Romaniuk and B. Sharp (2016). Building physical availability. How Brands Grow: Part 2. J. Romaniuk and B. Sharp. Melbourne, Oxford University Press: 145-172.

Nenycz-Thiel, M. and J. Romaniuk (2016). Online shopping…Is it different? How Brands Grow: Part 2. J. Romaniuk and B. Sharp. Melbourne, Oxford University Press.

Stocchi, 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 DOI: 10.1002/cb.1522, in press (ABDC=B, FoR=1505)

Kennedy, R., Scriven, J. and Nenycz-Thiel, M. (2015) Can MAD replace significance tests? Comments on ’When “significant” is not significant’. International Journal of Market Research, 57 (3), 335-338 (ABDC=B, FoR=1505)

Dawes, J., Romaniuk, J. and Nenycz-Thiel, M. (2014) Generalizations regarding growth and decline patterns of manufacturer and store brands. Journal of Retailing and Consumer Services 21 (5), 725-734. (ABDC=A, ERA=B, FoR=1505)

Nenycz-Thiel, M. and Romaniuk J. (2014) The real difference between consumers’ perceptions of private labels and national brands. Journal of Consumer Behaviour, 13 (4), 262-269. (ABDC=B, FoR=1505)

Kennedy R., Scriven J. and Nenycz-Thiel, M. (2014) When “significant” is not significant. International Journal of Market Research, 56 (5), 591-607. (ABDC=B, FoR=1505)

Romaniuk, J. and Nenycz-Thiel, M. (2014) Measuring the strength of colour-brand name links. Journal of Advertising Research, 54 (3), 313-319. (ABDC=A, FoR=1505)

Dawes J. and Nenycz-Thiel, M. (2013) Comparing retailer purchase patterns and brand metrics for instore and online grocery purchasing Journal of Marketing Management, 30 (3-4), 364-382. (ABDC=A, FoR=1505)

Wheeler M., Sharp A. and Nenycz-Thiel, M. (2013) The Effect of Green Messages on Brand Purchase and Brand Rejection Australasian Marketing Journal, 21, 105-110. (ABDC=B, FoR=1505)

Uncles M., Kennedy R., Nenycz-Thiel, M., Kwok S. and Singh J.(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. (ABDC=A, FoR=1505)

Nenycz-Thiel, M., Beal, V., Ludwichowska-Alluigi, G. & Romaniuk, J., (2013), Investigating the accuracy of self-reports of brand usage behavior’, Journal of Business Research, 66 (2), 224-232. (ABDC=A, FoR=1505, 1506, 1503)

Nenycz-Thiel, M. and Romaniuk (2012) Value-for-Money Image of a Supermarket and its Private Labels. Australasian Marketing Journal, 20 (2), 171-177. (ABDC=B, FoR=1505)

Romaniuk J., Nenycz-Thiel, M. (2011) Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66, 67-72. (ABDC=A, FoR=1505, 1506, 1503)

Nenycz-Thiel, M., Romaniuk, J. (2011) The nature and incidence of private label rejection. Australasian Marketing Journal, 19 (2), 93-99. (ABDC=B, FoR=1505)

Dawes, J. and Nenycz-Thiel, M. (2011) Analyzing Intensity of Private Label Competition across Retailers. Journal of Business Research, 66 (1), 60-66. (ABDC=A, FoR=1505, 1506, 1503)

Nenycz-Thiel, M. (2011) Private labels in Australia – a case where retailer concentration does not predicate private labels share. Journal of Brand Management, 18, 624-633. (ABDC=A, ERA=B, FoR=1505)

Nenycz-Thiel, M., Sharp B., Romaniuk J. and Dawes J. (2010) Competition for retrieval between private label brands and national brands. Journal of Business Research, 63, 1142-1147. (ABDC=A, FoR=1505, 1506, 1503)

Nenycz-Thiel, M. and Romaniuk J. (2009) Perceptual categorization of private labels and national brands Journal of Product and Brand Management, 18 (4), 251-261. (ABDC=B, FoR=1505)

Nenycz-Thiel, M. and Romaniuk J. Buying of Private Labels Across Categories: How Far Is too far? In J. Martinez-Lopez et al. (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, 2015, DOI 10.1007/978 − 3 − 319 − 20182 − 5 − 4

Nenycz-Thiel, M. and Tringh J. Loyalty to Private Labels/National Brands and Prices Paid: Are Highly Loyal Customers Paying More? In J. Martinez-Lopez et al. (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, 2015 DOI 10.1007/978−3−319−20182−5−19

Sharp B., Bogomolova S., Livaditis, M. and Nenycz-Thiel, M., “Consumer Behaviour Business Buyer Behaviour” In Sharp Byron. Marketing: Theory, evidence, practice. South Melbourne: Oxford University Press, 2013.

Nenycz-Thiel, M. (2015) Research on National Brand and Private Label Marketing, International Conference on Research on National Brand and Private Label Marketing, Barcelona, Spain 24-26 June

Nenycz-Thiel, M. (2013) Private Label and Africa, World Retail Congress, Johannesburg, South Africa 4-6 November

Dawes J. and Nenycz-Thiel, M. (2015) A Simple Method to Examine Cross-Category Performance of Supermarket Retailers Recent Advances in Retailing and Consumer Services, Canada, Montreal 27-30 July

Romaniuk J,. Nenycz-Thiel, M.. (2014) Understanding Patterns of Brand Share Growth and Decline in Emerging Markets In conference proceedings: EMAC Spain, Valencia June 3-6

Nenycz-Thiel, M. and Romaniuk J. (2013) Cross-Category buying of private label brands: The influence of category similarity and brand tier In conference proceedings: EMAC Turkey. Istanbul 4-7 June

Ludwichowska, G., Nenycz-Thiel, M. and Romaniuk, J. (2012) Averaging: How to reduce the common response error to behavioural frequency questions in consumer surveys. In conference proceedings: EMAC Portugal, Lisbon 22-25 May

Nenycz-Thiel, M. and Romaniuk J. (2011) Private label perceptions and brand usage – application of prior knowledge In conference proceedings: Academy of Marketing, Liverpool 4-7 July

Nenycz-Thiel, M., Romaniuk, J. and Ludwichowska, G. (2011) The Accuracy of Self-Reported Category Buying Frequencies In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 10-12 March

Dawes, J., Nenycz-Thiel, M. and Nehring A. (2010) How do private labels compete? In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 18-20 April

Romaniuk J. and Nenycz-Thiel, M. (2010) Behavioural Brand Loyalty Measures and Consumer Responses to Brand Attributes In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 18-20 April

Nenycz-Thiel, M. and Romaniuk J. (2009) Is a “premium” private label brand for a marketer seen as a “premium” by a consumer? The perceptual categorization of private label tiers. Association of Consumer Research Conference, Pittsburgh 22-25 Oct

Bogomolova S. and Nenycz-Thiel, M. (2008) Why not? The reasons for not considering a brand by non-brand users In conference proceedings: ICAR, Sydney 4-5 Dec

Nenycz-Thiel, M. and Romaniuk J. (2008) The nature and incidence of private labels rejection In conference proceedings: ANZMAC, Sydney 1-3 Dec

Nenycz-Thiel, M., Sharp B. and Romaniuk J. (2008) Competition for retrieval between private label brands and national brands In conference proceedings: The Thought Leaders International Conference on Brand Management, Birmingham, April

Nenycz-Thiel, M., Sharp B. and Romaniuk J. (2007) How do private labels compete with national brands in the consideration stage? In conference proceedings: ANZMAC, Otago 3-5 Dec

Romaniuk, J. and Nenycz-Thiel, M. (2007) The Stability of Consumer Cue Set Sizes for Super- market Brands In conference proceedings: EMAC, Iceland, Reykjavik 22-25 May

Nenycz-Thiel, M. and Romaniuk J. (2006) Consumer perceptions of private label brands In conference proceedings: ANZMAC, Brisbane 3-5 Dec

Sharp, A., Nenycz-Thiel, M., Wheeler, M., and Vennard, D., Sustainable Marketing Minus the

Myths, Ehrenberg-Bass Institute Report 68 for Corporate Members, February 2015

Anesbury, Z., Nenycz-Thiel, M., Kennedy, R., and Dawes, J., Shopping Takes Only Seconds … instore and online, Ehrenberg-Bass Institute Report 67 for Corporate Members, November 2014

Romaniuk, J., Nenycz-Thiel, M., and Truong, O., Do consumers reject brands?, Ehrenberg-Bass

Institute Report 61 for Corporate Members, December 2012

Romaniuk, J. and Nenycz-Thiel, M., Ten simple facts… about measuring and interpreting brand perceptions, Ehrenberg-Bass Institute Report 41 for Corporate Members, May 2007

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