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Byron Sharp
[[File:[[File:|thumb|alt=alt text|Professor Byron Sharp]]|frameless|alt=]]
Born	Ness Valley, New Zealand
Occupation	Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia.
Website
[1]

Byron Sharp is a Professor of Marketing Science at the University of South Australia.

Key Works

His most cited work is on loyalty programs. In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty^[1] The research found a tendency across the product categories studied for loyalty programs to produce a small amount of excess loyalty. This weak effect was later replicated ^[2][3][4].

In 2009 he co-edited a special issue of the Journal of Advertising Research with Professor Jerry Wind on empirical laws in advertising^[5].

In 2010 he published the book "How Brands Grow", Oxford University Press. ISBN 9780195573565

References

External links

• http://www.byronsharp.com
• http://www.unisanet.unisa.edu.au/staff/Homepage.asp?Name=byron.sharp
• [2]

Persondata
NAME	Sharp, Byron
ALTERNATIVE NAMES
SHORT DESCRIPTION
DATE OF BIRTH
PLACE OF BIRTH	Ness Valley, New Zealand
DATE OF DEATH
PLACE OF DEATH

Dr Byron Sharp (1966 - ) is a marketing scientist. He is Professor of Marketing Science at the University of South Australia. And director of the University's Ehrenberg-Bass Institute, a research institute named after marketing scientists Andrew Ehrenberg and Frank Bass.

Biography

Key works

His most cited work is on loyalty programs. In 1997, with Anne Sharp, he reported the first empirical work seeking to generalise the effect of loyalty programs on brand loyalty<ref>Sharp, Byron and Anne Sharp (1997), "Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns," International Journal of Research in Marketing, 14 (5), 473-86.</ref>. The research found that loyalty programs tended to produce only a small amount of extra loyalty than is usually observed in competitive markets. This weak effect was later replicated <ref>Sharp, Byron and Anne Sharp (1999), "Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns: A Replication and Extension," in 28th European Marketing Academy Conference proceedings. Berlin, Germany: Institute of Marketing II, Humboldt-University</ref> <ref>Meyer-Waarden, Lars (2002) "The sources of Efficiency in Loyalty Programs-An Empirical Investigation based upon a Single Source Panel", PhD thesis, University of Pau, France.</ref> <ref>Jorna Leenheer, Harald J. van Heerde, Tammo H.A. Bijmolt and Ale Smidts (2007) "Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members", International Journal of Research in Marketing, 24,1, p.31-47.</ref>.

References

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See also

Marketing Science

Empirical generalisation

Loyalty program

External links

Ehrenberg-Bass Institute for Marketing Science

University of South Australia

Lars Meyer-Waarden's PhD thesis on loyalty programs