Dr Zachary Anesbury

Senior Marketing Scientist

Zachary’s area of expertise is patterns of consumer buying and media consumption behaviour. His research was instrumental in extending the scope of established consumer behaviour laws. Zachary has published in leading marketing journals including the International Journal of Market Research, Journal of Consumer Behaviour and the Journal of Advertising Research. He is currently focusing on how younger consumers buy brands and consume media.

Zachary has conducted research for many Sponsor on a local, domestic and international level. The Sponsors benefit from the Institute’s core knowledge on how consumers behave via the Laws of Growth and Brand Tracking research projects.

Academic Publications

Anesbury, Z. W., Talbot, D., Day, C. A., Bogomolov, T. & Bogomolova, S. (2020), ‘The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories’, Journal of retailing and consumer services, vol. 53, pp. 1-9.

Anesbury, Z., Greenacre, L., Wilson, A. & Huang, A. (2018), ‘Patterns of fruit and vegetable buying behaviour in the united states and india’, International Journal of Market Research vol. 60, no. 1, pp. 14-31.

Anesbury, Z., Nguyen, Y. & Bogomolova, S. (2018), ‘Getting a ‘sweet’ deal: Does healthfulness of an sku influence consumer loyalty?’, European Journal of Marketing.

Page, B., Anesbury, Z., Moshakis, S. & Grasby, A. (2018), ‘Measuring audience reach of outdoor advertisements: Using bluetooth technology to validate measurement’, Journal of Advertising Research, vol. 58, no. 4.

Bogomolova, S., Anesbury, Z., Kapulski, N., Lockshin, L. & Bogomolov, T. (2017), ‘Exploring the incidence and antecedents of buying an fmcg brand and upc for the first time’, Journal of Retailing & Consumer Services, pp. 1-28.

Anesbury, Z., Winchester, M. & Kennedy, R. (2017), ‘Brand user profiles seldom change and seldom differ’, Marketing Letters, vol. 28, no. 4, pp. 523-535.

Trinh, G., Anesbury, Z. & Driesener, C. (2017), ‘Has behavioural loyalty to online supermarkets declined?’, Australasian Marketing Journal vol. 25, pp. 1-24.

Anesbury, Z., Nenycz‐Thiel, M., Dawes, J. & Kennedy, R. (2016), ‘How do shoppers behave online? An observational study of online grocery shopping’, Journal of Consumer Behaviour, vol. 15, no. 3, pp. 261-270.

Trinh, G. T. & Anesbury, Z. W. (2015), ‘An investigation of variation in brand growth and decline across categories’, International Journal of Market Research, vol. 57, no. 3, pp. 347-356.

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