Byron Sharp is a Professor of

Marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

Science at the

University of South Australia The University of South Australia (UniSA) is a public research university in the Australian state of South Australia. It is a founding member of the Australian Technology Network of universities, and is the largest university in South Australi ...

, known for his work on

loyalty program A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Today, such programs cover most types of commerce, each having varying features and ...

Life and work

Born in Auckland, New Zealand, Sharp obtained his Bachelor of Commerce in Marketing in 1988 at the

University of Auckland , mottoeng = By natural ability and hard work , established = 1883; years ago , endowment = NZD $293 million (31 December 2021) , budget = NZD $1.281 billion (31 December 2021) , chancellor = Cecilia Tarrant , vice_chancellor = Dawn F ...

, and his Master of Business by Research at the

, and PhD from the University of Adelaide."Byron Sharp: Professor of Marketing Science, Director Ehrenberg-Bass Institute," at linkedin.com, 2015 In 1995 Sharp was appointed Director of the Ehrenberg-Bass Institute at the University of South Australia, and in 1999 Professor of

. He also serves as a board member at the Wharton SEI Center's Future of Advertising project. His research interests include buyer behaviour and brand performance, laws & principles in marketing, market-based assets, and advertising & Media.

Work

In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty The research found a tendency across the product categories studied for

loyalty programs A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Today, such programs cover most types of commerce, each having varying features an ...

to produce a small amount of excess loyalty. This weak effect was later replicated. In 2009 he co-edited a special issue of the ''Journal of Advertising Research'' with Professor Jerry Wind on empirical laws in advertising.

Selected publications

Byron has written over 100 refereed conference papers and journal articles.

Selected book titles

* Sharp, Byron ''How Brands Grow: What Marketers Don't Know,'' Oxford University Press, 2010 * Sharp, Byron and Professor Jenni Romaniuk, ''How Brands Grow: Part 2,'' 2015

Selected journal articles

* Sharp, Byron and Anne Sharp, "Loyalty Programs and their Impact on Repeat-purchase Loyalty Patterns," ''International Journal of Research in Marketing'' 14.5, 1997 * Macdonald, Emma K. and Byron M. Sharp, "Brand Awareness Effects on Consumer Decision Making for a Common Repeat Purchase Product: A Replication," ''Journal of Business Research'' 48.1, 2000 * Macdonald, Emma and Byron Sharp., "Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness," ''Marketing Bulletin'' 14.2, 2003 Management perceptions of the importance of brand awareness as an indication of advertising effectiveness
" ''Marketing bulletin'' 14.2 (2003): 1-15

References

External links

byronsharp.com

Byron Sharp
at unisanet.unisa.edu.au {{DEFAULTSORT:Sharp, Byron 1960s births Living people New Zealand business theorists University of Auckland alumni University of South Australia alumni University of South Australia faculty Marketing people Marketing theorists New Zealand marketing people Marketing in Australia