John Dawes

Professor John Dawes is a leading academic in marketing science and serves as Associate Director (Operations) at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia. His work bridges academic research and practical marketing applications, focusing on brand performance, consumer loyalty, and pricing strategies.

His research expertise lies in brand metrics, price promotions, customer satisfaction, and consumer behavior. He investigates how brands grow through buyer acquisition rather than loyalty, challenges marketing myths like 'brand love,' and analyzes patterns in private label competition and brand cannibalization. His findings are grounded in empirical data and have been published in top journals including the Journal of Retailing, Journal of Business Research, and Marketing Letters.

The recent articles show a consistent focus on buyer behavior patterns, brand loyalty dynamics, and market structure analysis. Key themes include the role of light buyers in brand growth, the predictability of purchase duplication, and the impact of pricing on customer retention. His work often employs statistical models such as the NBD and Dirichlet frameworks to uncover generalizable marketing laws.

John Dawes has contributed to public policy through a report for the UK Office of Fair Trading on pricing practices and consumer welfare. He has also authored a textbook titled Marketing Planning & Strategy: A Practical Introduction (Sage, 2021) and numerous working papers on SSRN addressing topics like plagiarism prevention and the limitations of the Ansoff matrix.

He is actively involved in research collaborations with scholars such as Byron Sharp, Jenni Romaniuk, and Magda Nenycz-Thiel, and contributes to the academic community through presentations at conferences like ANZMAC and publications in both peer-reviewed and non-traditional outlets.