Magda Nenycz-Thiel
University of South Australia
AdvertisingBusinessEconometricsBrand awarenessPsychologyMarket shareMarketingBrand equityPerceptionValue (economics)LoyaltyPurchasingNational brandPrivate labelQuality (business)Brand loyaltyDistribution (economics)Computer scienceBrand managementPanel dataBrand extension
54Publications
16H-index
699Citations
Publications 54
Newest
#1Martin HircheH-Index: 2
#2Luke GreenacreH-Index: 10
Last. Larry LockshinH-Index: 37
view all 5 authors...
#1Steven Dunn (UniSA: University of South Australia)H-Index: 3
#2C Graham (LSBU: London South Bank University)H-Index: 4
view all 4 authors...
There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance (Hanssens and Pauwels, 2016; Lodish and Mela, 2007; Webster and Lusch, 2013). Retail scanner data has been the principal source of empirical evidence in this strategic domain, but it cannot explain the behavioural shifts that underpin the sales dynamics it reports. With the availability of far larger and extended household panels, it is now possible to observe...
#1Martin Hirche (University of Cologne)H-Index: 2
#1Martin Hirche (University of Cologne)
Last. Larry Lockshin (UniSA: University of South Australia)H-Index: 37
view all 5 authors...
Abstract This study investigates the relationship between distribution and market share across various consumer packaged goods (CPG) categories and specific stock keeping units (SKUs). The study identifies product-related characteristics that result in substantive deviations above or below market shares predicted by the distribution – market share relationship. The association of product price, brand (private label [PL] v. national brand [NB]) and pack size with above (or below) expected market ...
1 CitationsSource
#1Kirsten Victory (UniSA: University of South Australia)
#2Magda Nenycz-Thiel (UniSA: University of South Australia)H-Index: 16
Last. Armando Maria Corsi (UniSA: University of South Australia)H-Index: 12
view all 5 authors...
This study aims to explore how common new product failure is in consumer packaged goods (CPG) categories and investigate the conditions in which the new product failure rate varies. This study analyzes 83,719 new stock-keeping units (SKUs), which were introduced over 8 years (2002–2009) across 31 CPG categories in the USA. Failure is the permanent cessation of sales, which is measured in consumer panel data. We find that one in four (25%) new SKUs are no longer bought 1 year later—a rate that in...
Source
#1Arry TanusondjajaH-Index: 5
#2C GrahamH-Index: 4
Last. Bruce McCollH-Index: 2
view all 5 authors...
The strategic objective of marketing activities is to drive business growth by promoting the firm’s products. Beyond merger and acquisition, organic growth can be targeted from two sources: Market ...
Source
#1James Martin (UniSA: University of South Australia)H-Index: 2
#2Magda Nenycz-Thiel (UniSA: University of South Australia)H-Index: 16
Last. Giang Trinh (UniSA: University of South Australia)H-Index: 9
view all 7 authors...
Abstract This study uses a sample of approximately 60,000 US households to document fundamental shopping basket size patterns across a range of retail types, and examines them in relation to retailer performance metrics (unit sales and dollar revenue). Specifically, this research addresses two main questions: 1) how do shopping basket metrics (mean and median number of items, the distribution of one, two, three … n items) differ by retail type, and 2) how does the Pareto ratio (sales generated b...
1 CitationsSource
#1Lucy Simmonds (UniSA: University of South Australia)H-Index: 3
#1Lucy A Simmonds (UniSA: University of South Australia)H-Index: 5
Last. Steven Bellman (UniSA: University of South Australia)H-Index: 27
view all 5 authors...
6 CitationsSource
#1Lucy Simmonds (UniSA: University of South Australia)H-Index: 3
#1Lucy A Simmonds (UniSA: University of South Australia)H-Index: 5
Last. Svetlana Bogomolova (UniSA: University of South Australia)H-Index: 14
view all 5 authors...
Abstract For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation ...
11 CitationsSource
#1Duane VaranH-Index: 15
#2Magda Nenycz-Thiel (UniSA: University of South Australia)H-Index: 16
Last. Steven Bellman (UniSA: University of South Australia)H-Index: 27
view all 4 authors...
ABSTRACT There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns. The authors compared seven-, 15-, 30-, and 60-second versions of the same commercials for their brand recall, advertisement liking, and brand attitude, with additional biometric measures. Seven-second advertisements were almost as effective (measured by unaided recal...
1 CitationsSource
#1Steven DunnH-Index: 3
#2C GrahamH-Index: 4
Last. Magda Nenycz-ThielH-Index: 16
view all 4 authors...
How often do established CPG categories expand following a period of stationarity? To what extent can the levers under manufacturer control bring about persistent growth in total category value? The authors explore these questions in order to test the commonly held assertion that brand leaders in established markets can grow sales by expanding total category demand. Findings from a study of US household panel data describing the purchasing of nearly 500 small and large categories by 60,000 house...