Professor Jenni Romaniuk

Associate Director (International)

Jenni is a Research Professor and author of Building Distinctive Brand Assets, How Brands Grow Part 2 and Better Brand Health.

Jenni’s research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth.  She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand’s distinctive assets.  She is also a pioneer in Mental Availability measurement and metrics.

Jenni was the Executive Editor (International) of the Journal of Advertising Research (2014 – 2016), and now sits on the journal’s Senior Advisory Board.  She has published in journals such as Marketing Letters, the Journal of Business Research, Marketing Theory and European Journal of Marketing.

Academic Publications

Trinh, G., J. Romaniuk and A. Tanusondjaja (2015). “Benchmarking buyer behavior towards new brands.” Marketing Letters.10.1007/s11002-015-9376-8

Differentiation versus Distinctiveness – chapter with Byron Sharp in How Brands Grow Oxford University Press

East, Robert; Uncles, Mark; Romaniuk, Jenni; Dall’Olmo Riley, Francesca. Factors associated with the production of word of mouth. International Journal of Market Research. 2015, Vol. 57 Issue 3, p439-458.

Romaniuk, J. and M. Nencyz-Thiel Measuring the strength of color-brand name links. Journal of Advertising Research September 2014 Vol. 54 Issue 3, p313-319.

Faulkner, Margaret; Truong, Oanh; Romaniuk, Jenni. Uncovering generalized patterns of brand competition in China. Journal of Product & Brand Management. 2014, Vol. 23 Issue 7, p554-571.

Romaniuk, J., J. Dawes, and M. Nenycz-Thiel (2014) Generalizations regarding growth and decline patterns of manufacturer and store brands. Journal of Consumer and Retail Services Vol. 21 Issue 5, p725-734.

Brand Prominence and Sharing in Nelson-Field, K (2013) Viral Marketing: The Science of Sharing. Oxford University Press.  ISBN 9780195527988.

Romaniuk, J; Beal, V; and M., Uncles, (2013). Achieving Reach in a Multi-Media Environment How a Marketer’s First Step Provides the Direction for the Second Journal of Advertising Research, Vol. 53 Issue 2, p221-230

Romaniuk, Jenni (2013) Modeling Mental Market Share Journal of Business Research, Vol. 66 Issue 2, p188-195. 8p. DOI: 10.1016/j.jbusres.2012.07.012

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, Vol. 66 Issue 2, p224-232.

Nguyen, C. & Romaniuk, J. (2013) “Factors moderating the impact of word of mouth for TV and film broadcasts.” Australasian Marketing Journal Vol 21 Issue 1 p25-29

East, R., Uncles, M., Romaniuk, J., and C. Hand (2013) “Distortion in retrospective Measures of Word of Mouth” International Journal of Market Research Vol. 55 Issue 4 p13-24

Romaniuk, J., S. Bogomolova and F. D’almo Riley (2012) Does a 40 year Empirical Generalisation still hold? A testimony to the longevity of Andrew Ehrenberg’s findings. Journal of Advertising Research, Vol. 52 Issue 2, p243-251

Romaniuk, J. and A.S.C. Ehrenberg (2012) Do Brands Lack Personality. Marketing Theory, Vol. 12 Issue 3, p333-339

Trembath, R., J. Romaniuk and L. Lockshin (2011) Building the destination brand:  An empirical comparison of two approaches. Journal of Travel and Tourism Marketing Vol 28 Issue 8 p804-816

Romaniuk, J. and M. Nencyz-Thiel (2011) Behavioural Brand Loyalty and Consumer Brand Associations. Journal of Business Research Vol. 66 Issue 1, p67-72

East, R., W. Lomax and J., Romaniuk, (2011) The NPS and the ACSI: A Critique and an Alternative Metric. International Journal of Market Research Vol. 53 Issue 3

Romaniuk, J. and C. Gugel (2010) The ARF 360 Model: Update to a Human-Centric Approach. Journal of Advertising Research Vol 50 Issue 3

Bogomolova, S., and J. Romaniuk (2010) The Brand Equity of Defectors and Never Boughts in a Business Financial Market. Industrial Marketing Management Vol. 39 Issue 8

Nenycz-Thiel, M, B. Sharp, J. Dawes and J. Romaniuk (2010) The Competition for Retrieval between Private Label Brands and National Brands. Journal of Business Research Vol 63 Issue 1

Newstead, K. and J. Romaniuk, (2010) The Relative Effectiveness of 15 and 30 second Television Advertisements. Journal of Advertising Research Vol 50 Issue 1

Romaniuk, J. (2009) The Efficacy of Brand-Execution in TV Advertising, Brand Placements and Internet Advertising. Journal of Advertising Research Vol 49 Issue 2

Bogomolova, S., and J. Romaniuk (2009) Brand Defection in Business to Business Markets. Journal of Business Research Vol 62 Issue 3

Winchester, M., J. Romaniuk and S. Bogomolova (2008) Positive and Negative Brand Beliefs and Brand Defection/Uptake. European Journal of Marketing Vol 42 Issue 5/6

@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.