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• Marketing Science Centre, University of South Australia

REFEREED JOURNAL ARTICLES

Advertising and Marketing Communication based papers. All classified in my most significant / valued by peers list:

Kennedy, Rachel and Andrew Ehrenberg, Competing retailers generally have the same sorts of shoppers , Invited paper in a special Retail Edition of the Journal of Marketing Communications, 7 p. 1-8 (2001). (* Significant publication 1)

Kennedy, Rachel; Sharp, Byron; Rungie, Cam How ad liking (L A ) relates to branding & the implications for advertising testing , Australian Journal of Marketing Research (July) p. 9-19 (2000). (* Significant publication 2)

Ehrenberg, Andrew, Neil Barnard, Rachel Kennedy and Helen Bloom Brand Advertising as Creative Publicity , Journal of Advertising Research, July - August p. 7-18 (2002). (* Significant publication 3)

Segmentation / technique based papers:

Kennedy, Rachel and Andrew Ehrenberg There is no Brand Segmentation , Marketing Insights, Marketing Research Spring Edition, American Marketing Association p. 4-7 (2001).

Riquier, Chris, Rachel Kennedy and Byron Sharp Behaviours versus Demographics as Identifiers of CHAID Splits: Implications for Segment Formation, Journal of Segmentation in Marketing, Vol.2, 1, p.111-129 (1998).

Kennedy, Rachel, Chris Riquier and Byron Sharp , Practical Applications of Correspondence Analysis to Categorical Data in Market Research, Journal of Targeting, Measurement & Analysis for Marketing, Vol.5 No.1, p.56-70 (1996).

REFEREED CONFERENCE PAPERS



Kennedy, Rachel, Andrew Ehrenberg and Stephen Long Competitive Brands' User-Profiles Hardly Differ , The Market Research Society Conference, Brighton , UK March 17, (2000). (* Significant publication 4) Not only did the paper receive the Best Conference Paper Award but presentation of it lead to the other prestigious award from the Incorporated Society of British Advertisers and a cash prize. It also resulted in significant debate in practitioner publications in the UK , USA and Australia as it raises questions about some common marketing practice. The research has since been replicated in the Netherlands , University of Amsterdam .

Kennedy, Rachel Our knowledge improves if we really test it: A case example in testing an advertising theory . 22 nd South African Marketing Research Association convention 28-30 March p1-18, Durban , (2001). Invited International Speaker.

Kennedy, Rachel Why advertise Guinness in Dublin ? e-TV Media Conference Pinda, Northern Natal , South Africa 18-20 March (2001). Invited International Speaker.



Kennedy, Rachel and Byron Sharp "Attitude" is not necessary: a look at ad likeability without it . EMAC Bergen Norway 8-11 May (2001). Electronic proceedings.

Kennedy, Rachel and Jenni Romaniuk The effect of ad likeability on behaviour – A non FMCG example , The 3rd International Research Seminar on Marketing Communications & Consumer Behaviour, La Monde les Maures France (1999).

Kennedy, Rachel; Cam Rungie and Byron Sharp , Does ad liking (L A ) improve correct branding? European Marketing Academy Conference, Berlin (1999).

Kennedy, Rachel and Jenni Romaniuk Looking at ad liking … Are you interested? Is it enough just to enjoy? European Marketing Academy Conference, Berlin (1999).

Kennedy, Rachel and Byron Sharp Do People Pay More Attention to Likeable Ads? (A preliminary examination of whether ad likeability works via attitude or attention), Australian and New Zealand Marketing Academy Conference 98, University of Otago, Dunedin, New Zealand, 30 November -2 December (1998).

Kennedy, Rachel, Cam Rungie, and Byron Sharp Looking at Ad Effectiveness: How Ad Liking Relates to Correct Branding , MRSA National Conference 1998, The Market Research Society of Australia , Melbourne , 14-16 October (1998).

Kennedy, Rachel and Jenni Romaniuk How Does Ad Likeability Work? , ANZMEC 97, Department of Marketing , Monash University , Melbourne , 1-3 December (1997).

Kennedy, Rachel and Byron Sharp A Comparison of Alternate Measures of the Likeability of Commercials , Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference, Marketing Science Centre, University of South Australia, Adelaide, 7-9 February (1996).

Kennedy, Rachel, Chris Riquier , and Byron Sharp The Likeability of Commercials with the Branding Effect Removed - The COMMAP Model Tested , European Marketing Academy Conference (EMAC), Paris , France (1995).

Kennedy, Rachel and Byron Sharp The Likeability of Commercials , Australian Marketing Conference, Marketing Science Centre, Adelaide (1994).



Ehrenberg, Andrew, Pam Mills and Rachel Kennedy The Forms that Ads Take – A snapshot of UK magazine ads as seen by the general public , European Marketing Academy Conference, Rotterdam, Netherlands (2000).

Mills, Pam, Rachel Kennedy , Andrew Ehrenberg and Tony Schlaeppi The Forms that TV Ads Take ESOMAR/ARF TV Audience Measurement Conference , Florida , USA (2000).

Kennedy, Rachel and Byron Sharp A Test of the Intersubjective Certifiability of an Advertising Model , 26th European Marketing Academy Conference, The University of Warwick , Warwick Business School , U.K. , 20-23 May (1997).

Kennedy, Rachel and Byron Sharp Testing the Intersubjective Certifiability of the Rossiter and Percy Grid of How Advertising Works , ANZMEC, Department of Marketing, University of Auckland , Auckland , N.Z (1996).

Sharp, Byron, David Corkindale , Sandra Luxton and Rachel Kennedy Towards an Integrated Theoretical Framework to Explain How Advertising Works , Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference, Marketing Science Centre, University of South Australia, 7-9 February (1996).

Kennedy, Rachel, Chris Riquier , Byron Sharp and David Corkindale Current Theories of How Advertising Works Reviewed , INFORMS Marketing Science Conference, The Institute of Management Sciences, Sydney, Australia (1995).



Faulkner, Margaret and Rachel Kennedy Identifying effective Direct Mail appeals in Fundraising , Australian and New Zealand Marketing Academy Conference, Deakin University, Melbourne, Australia, 2-4 December. Electronic proceedings. (2002).

Faulkner, Margaret and Rachel Kennedy Improving Response Rates in Direct Mail for Fundraisers , Australian and New Zealand Marketing Academy Conference, Deakin University, Melbourne, Australia, 2-4 December. Electronic proceedings. (2002)

Kennedy, Rachel and Jaywant Singh A Case for Replication: Fitting Product Variants Data to the Dirichlet Model ACR Asia Pacific conference, May 16-18 Beijing , China (2002).

Kennedy, Rachel and Amelia Giannopoulos Not only can we learn from the past, but we must - A Case for Replication MRSA conference proceedings, 23-26 September, Brisbane (2001).

Kennedy, Rachel and Amelia Giannopoulos The Forms that www Ads Take , Aust and NZ Marketing Academy Conference, Nov 29 – Dec 1, Gold Coast , Australia (2000).

Riebe, Erica, Michelle Lowndes, Rachel Kennedy and Jenni Romaniuk Verbal versus Ordinal Scales in the Measurement of Service Quality and Switching Estimates , Australian and New Zealand Marketing Academy Conference, University of Otago, Dunedin, New Zealand, 30 November -2 December (1998).

Chong, Esther, Rachel Kennedy , Chris Riquier and Cam Rungie The Difference Between Satisfaction & Service Quality , 26th European Marketing Academy Conference, University of Warwick, Warwick Business School, U.K., 20-23 May (1997).



Kennedy, Rachel and Andrew Ehrenberg The customer profiles of competing brands , European Marketing Academy Conference, Rotterdam , Netherlands (2000).

Kennedy, Rachel, Chris Riquier and Byron Sharp Putting Correspondence Analysis to Use with Categorical Data in Market Research , Academy of Marketing Science World Marketing Congress, Melbourne, 6-10 July (1995).

Kennedy, Rachel and Byron Sharp A Post-Hoc Segmentation Profile Based on Wine Consumers Reactions to Risk Reducers , Australian Marketing Conference, Marketing Science Centre, University of South Australia , Adelaide (1994).



Luxton, Sandra, Rachel Kennedy and Byron Sharp Price Promotions are Destroying Valuable Brand Equity: Or are They? Australian Marketing Conference, Marketing Science Centre, Adelaide , South Australia (1994).


NON-REFEREED CONFERENCE PAPERS

McDonald, Colin and Rachel Kennedy What ads do and how to measure it - some basic principles European Advertising Effectiveness Symposium, Frankfurt , 12-13 June (2003).

Kennedy, Rachel Are your ads dysfunctional? Would your ad tracking be able to identify if they were” B&T May (2001).

Ehrenberg, Andrew and Rachel Kennedy Brand User Profiles seldom differ, Research News, USA (2000).

Dawes John and Rachel Kennedy Feedback: Dick Smith's foods , B&T, March 31 (2000).

Kennedy, Rachel Brand user profiles seldom differ , B&T, August 25 (2000).

Kennedy, Rachel and Byron Sharp Brave Techniques , From the Journals, Australian Professional Marketing, p.32-33 July (1994).

Kennedy, Rachel and Byron Sharp Price-cutting: The real costs , From the Journals, Australian Professional Marketing, p.26-28 October (1994).

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