About
My research is about how the stuff in people's heads influences the brand choices they make. I conduct this research in domains ranging from packaged goods to services to durables, from B2C to B2B, from charities to luxury products. The diversity of my category expertise means I know a lot of arcane facts about unusual categories.
I have developed the only academically peer-reviewed and published metrics for Distinctive Assets and Mental Availability. This R&D continues to fill my days (and sometimes nights).
With my colleagues and partners-in-crime at the Ehrenberg-Bass Institute, I use this knowledge to help companies measure and manage these vital areas of marketing effectiveness. We conduct strategy setting and ongoing tracking projects for companies all around the world.
I regularly speak at international conferences, and sit on a few academic journal senior advisory (Journal of Advertising Research, International Journal of Market Research) or editorial review boards (Journal of Product and Brand Management), but I am a poor choice to invite for Karaoke night as I love singing but am very bad at it.
Articles by Jenni
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Reading 16 recommended articles on brand differentiation did not change my mind, and I doubt they would change yours either
Reading 16 recommended articles on brand differentiation did not change my mind, and I doubt they would change yours either
By Jenni Romaniuk
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Facts to stop you fearing negative perceptions, brand rejection and negative WOM
Facts to stop you fearing negative perceptions, brand rejection and negative WOM
By Jenni Romaniuk
Activity
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Reflecting on my recent foray into consulting, I’ve had the chance to dive into some passion projects, including teaching a marketing course at the…
Reflecting on my recent foray into consulting, I’ve had the chance to dive into some passion projects, including teaching a marketing course at the…
Liked by Jenni Romaniuk
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"Poor baby" - Is a phrase that means so much to me. So much so, that I have the initials 'PB' tattooed on my wrist. It means a lot, because it's…
"Poor baby" - Is a phrase that means so much to me. So much so, that I have the initials 'PB' tattooed on my wrist. It means a lot, because it's…
Liked by Jenni Romaniuk
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Grateful for the opportunity to present at the 10th #DigitalADL conference. Happy to be sharing the stage with you once again, Rohan Bharadwaj…
Grateful for the opportunity to present at the 10th #DigitalADL conference. Happy to be sharing the stage with you once again, Rohan Bharadwaj…
Liked by Jenni Romaniuk
Experience
Education
Publications
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How Healthy is Your Brand-Health Tracker? A Five-Point Checklist to Build Returns on a Critical Research Investment
Journal of Advertising Research
Jenni Romaniuk of the Ehrenberg-Bass Institute questions the value of brand-health trackers, reviewing the architecture of the brand-health tracker and highlighting some common mistakes and areas for improvement. These cover the areas of data collection, the concepts, the sample, the questions and the metrics.
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Are You Ready for the Next Big Thing? New Media Is Dead! Long Live New Media!
Journal of Advertising Research
Jenni Romaniuk, Ehrenberg-Bass Institute explains the four stages of new-media adoption, and shares how to get the most from emerging media.
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Brand Image and Brand Usage: Is a Forty-Year-Old Empirical Generalization Still Useful?
Journal of Advertising Research
n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection…
n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection methods (i.e., online). The authors found the generalization that brand association responses are strongly and systematically linked to past brand usage still holds—both qualitatively and, to a large extent, quantitatively. This has implications for researchers and practitioners.
Other authors -
Investigating the accuracy of self-reports of brand usage behavior
Journal of Business Research
This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main…
This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main source of error at both brand (program) and category (total television viewing) levels. At brand level, the data shows underestimation of once-only events, which suggests that those who engage in behavior infrequently either forget that the event has occurred, or do not form a representation of the event in memory. At category level, light users tend to generalize their responses to reflect the regularity of the behavior, which manifests in fewer non-users in claimed data. Regardless of the measurement level, the main questioning challenge is getting less frequent users to accurately report an event occurring. The paper provides recommendations for brand researchers on how to minimize the errors caused by responses from light users, which will increase the accuracy of the usage metrics overall.
Other authorsSee publication
Honors & Awards
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Martin Oppermann Memorial Award award
Journal of Travel and Tourism Management
Awarded by the Editorial Board for Best Paper published in 2011
More activity by Jenni
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Distributie in retail is voor een klein merk een enorme/bijna onmogelijke uitdaging. De eerste stap is in het assortiment opgenomen te worden bij de…
Distributie in retail is voor een klein merk een enorme/bijna onmogelijke uitdaging. De eerste stap is in het assortiment opgenomen te worden bij de…
Liked by Jenni Romaniuk
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And that's a wrap! Digital Adelaide is over and done for another year. Our tenth was bigger and better than ever! ✨ 230 marketers ✨ 24 speakers…
And that's a wrap! Digital Adelaide is over and done for another year. Our tenth was bigger and better than ever! ✨ 230 marketers ✨ 24 speakers…
Liked by Jenni Romaniuk
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🔍 What brands often don't get about distinctive assets. When is a distinctive asset a distinctive asset? Not when ▶ you say it. It's only when…
🔍 What brands often don't get about distinctive assets. When is a distinctive asset a distinctive asset? Not when ▶ you say it. It's only when…
Liked by Jenni Romaniuk
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Category Entry Points. Intelligent ways to create memory structures around these pre brand situations and brand. Jenni Romaniuk
Category Entry Points. Intelligent ways to create memory structures around these pre brand situations and brand. Jenni Romaniuk
Liked by Jenni Romaniuk
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One of the objectives that I had set myself for my #research #sabbatical was to invest in doing translational work to bridge the gap between #theory…
One of the objectives that I had set myself for my #research #sabbatical was to invest in doing translational work to bridge the gap between #theory…
Liked by Jenni Romaniuk
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