Academic staff

HomeAcademic staffDr Dag Bennett
Dr Dag Bennett

Dr Dag Bennett

bennetd@lsbu.ac.uk

Marketing, Tourism, Events and Hospitality

https://orcid.org/0000-0003-1900-6421 (unauthenticated)

  • 6472
    total views of outputs
  • 5137
    total downloads of outputs
  • 44
    views of outputs this month
  • 7
    downloads of outputs this month

I am an associate professor in marketing, with expertise in brand loyalty, market modelling, and emerging markets. My latest research uses stochastic modelling of buying behaviour for the first time in the heavy industrial businesses with results that challenge accepted views of business buying behaviour and encourage re-thinking the nature of business marketing.

I direct the Ehrenberg Centre for Research in Marketing, set up at LSBU in 1993. We work closely with academics at the Ehrenberg-Bass Institute at the University of South Australia on a large number of critical issues in marketing.

My business career began with Procter and Gamble in the United States where I worked on food brands such as Pringles and Duncan Hines. I then was the director of client services at marketing services firm Young and Laramore where I helped expand their operations from Indianapolis to Chicago and later to London, over time gaining fifteen years of experience in marketing strategy development, advertising and branding building for clients such as General Motors, NutraSweet and Kimball.

I am a proponent of the principles of Marketing Science, and teach the laws of marketing to final year students, Masters students and marketing executives.

After graduating from Indiana University (USA) with an MBA in International Business, I spent fifteen years in industry, gaining international experience in brand management, brand identity, and B2B marketing.

I completed my PhD in 2005 under the supervision of Andrew Ehrenberg and Gerald Goodhardt, examining brand buying and switching behaviour using two purchase analysis. I am a Fellow of the HEA, the RGS, CIM, EMAC, AMA, and ANZMAC.

Courses taught

Business Management (Accelerated) - BA (Hons)

International Marketing - MSc

Postgraduate Research Supervision
Current
Dr Ahmed Mubarak Ali Rashed Al MazroueiAlignment and Linkages betweeen Governement Strategic Initiatives .....PhD
Mrs Ahella Hany Aboubakr Bahy IbraheemDoctoral Research ProjectPhD
Mr Peter LeiAn investigation of International Collaboration in Higher Education and the impact of Brexit DProf
Mrs Cathy Lu Jia HenfreyThe effects of Brand Portfolio Management on consumer brand buying behaviorPhD

Awarded in the last 5 years
Mr Sze Lok Samson YeungBehavioural Aspects and Value-Perception Dimensions in Hong Kong Luxury Residential MarketDProf
Ms May Nagy Ahmed HamadaThe Poor in a World of Brands: An Empirical Analysis of Market Growth at the Bottom-of-the-Pyramid (BOP)PhD
Miss Katrin FrankeHow small brands grow: Dirichlet Analysis of small brand syndromePhD
PhD, Two Purchase Analysis of Brand Loyalty and Switching

London South Bank University

2000
2005
MBA International Business and Marketing

Indiana University (Bloomington, IN, USA), International Business, Marketing

1983
1986
Sivil Økonom (1)

Norges Handelshøyskolen, Bergen, Norway

1981
1982
Bachelor of Arts

Carleton College, Northfield, MN, USA

1979
1983
Director of Client Services
Young and Laramare, Chicago

Managed client services staff dealing with Fortune 500 companies such as General Motors (DELCO), Nutrasweet, Kimball, Union Tank Car Company, and Metra (Chicago). Client needs included marketing research, marketing strategy development, brand-building strategy, marketing campaign execution.

1987
2001
Commercial/industry
Brand Supervisor
Procter and Gamble, Cincinnati

Marketing research and insights manager for food division brands, Pringles, Duncan Hines and new products in development

1986
1987
Commercial/industry
American Marketing Association
2001
Royal Geographical Association
1995
Journal of Advertising Research
Asia pacific journal of marketing and logistics
International journal of research in marketing
University of South Australia
Other

Adjunct Senior Research Fellow:

1. Provide expert lectures and seminars

2. Supervising research students

3. Staff mentoring

4. Assist in collaborative research projects

5. Establish and foster strategic relationships with industry and international partners

Research into brand choice behavior, market structure modelling, brand building

June 2015
Universidad Rey Juan Carlos, Madrid

Supervision of joint degree candidates,

Examination of thesis defences, M and PhD level

March 2014
British University in Egypt

MBA programmes link tutor,

Advise on curricula, examinations and all aspects of course provision

Third sector

The effect of cumulative category and brand growth on competitive intensity.
Anesbury, Z, Graham, C and Bennett, DR (2018). The effect of cumulative category and brand growth on competitive intensity. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018

Why include the BOP in your international marketing strategy
Nagy, M., Bennett, D. and Graham, C. (2019). Why include the BOP in your international marketing strategy. International Marketing Review. https://doi.org/10.1108/IMR-03-2019-0097

A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis
Bennett, D and Saura Lacárcel, JR (2019). A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis. Symmetry. 11 (4), p. 519. https://doi.org/10.3390/sym11040519

How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education
Bennett, D., Saura, J.R. and Reyes, A. (2019). How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education. Applied Sciences. 9 (21), p. 4603. https://doi.org/10.3390/app9214603

How persistent are duplication of purchase partitions
Anesbury, Z., Bennett, D. and Kennedy, R. (2021). How persistent are duplication of purchase partitions. Journal of Consumer Behaviour: an international research review. https://doi.org/10.1002/cb.1985

Loyalty Deviations and the Small Brand Syndrome.
Franke, K, Bennett, DR and Graham, C (2018). Loyalty Deviations and the Small Brand Syndrome. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018

Teaching Marketing Science
Bennett, D. (2021). Teaching Marketing Science. in: Brennan, R. and Vos, L. (ed.) Elgar Guides to Teaching: Teaching Marketing UK Elgar.

Is a visual worth more than a thousand words? An investigation into brand engagement and social shopping on visual social media
Bennett, DR and Kunze, C (2016). Is a visual worth more than a thousand words? An investigation into brand engagement and social shopping on visual social media. XXIV AEDEM International Conference. Riseba University, Riga, Latvia 01 - 02 Sep 2016

Do High Street Fashion Brands All Share the Same Types of Customers?
Bennett, DR, Pérez-Bustamante Yábar, D and Clemente, M (2016). Do High Street Fashion Brands All Share the Same Types of Customers? Business in a Dynamic World conference. Limassol, Cyprus 15 - 17 Jan 2016

Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process
Bennett, DR and El Azhari, J (2015). Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process. XXIV AEDEM International Conference. London (United Kingdom) 01 - 02 Sep 2015 European Academy of Management and Business Economics (AEDEM).

FIERCE scent boosts mood and emotion to enhance brand assets
Bennett, DR, Graham, C and Basile, E (2015). FIERCE scent boosts mood and emotion to enhance brand assets. LSBU Research Summer School 2015. London South Bank University, London 07 Jul 2015 London South Bank University.

What can we learn from ancient sales ledgers?
Bennett, D. and Rabiei, A. (2019). What can we learn from ancient sales ledgers? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019

Does Advertising campaign success in year 1 continue in year 2?
Bennett, D. and Berner, H. (2019). Does Advertising campaign success in year 1 continue in year 2? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019

A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets
Nagy, M, Bennett, D and Graham, C (2019). A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets. EMAC 48th Annual Conference. Hamburg, Germany 28 - 31 May 2019

Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP)
Bennett, D, Nagy, M and Graham, C (2019). Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP). Academy of Marketing UK. London 02 - 04 Jul 2019

Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty
Graham, C, Bennett, DR, Franke, K, Henfrey, C and Nagy-Hamada, M (2017). Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty. Australasian Marketing Journal. 25 (4), pp. 278-287. https://doi.org/10.1016/j.ausmj.2017.10.009

Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future
Bennett, DR, Pérez-Bustamante Yábar, D and Mercado-Idoeta, C (2015). Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future. in: Peris Ortiz, M (ed.) Education Tools for Entrepreneurship Springer. pp. 135-151

Pricing and Discounting
Bennett, DR, Scriven, J and Dunn, S (2017). Pricing and Discounting. in: Sharp, B (ed.) Marketing, Theory, Evidence, Practice Australia Oxford University Press. pp. 300-330

The Effects of Brand Portfolio Management on Brand Choice Behaviour
Henfrey, C, Graham, C and Bennett, DR (2018). The Effects of Brand Portfolio Management on Brand Choice Behaviour. Academy of Marketing Conference 2018. Stirling, Scotland, UK 02 - 05 Jul 2018 Academy of Marketing.

University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities
Bennett, DR, Pérez-Bustamante Yábar, D and Saura, J-R (2017). University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities. in: Peris-Ortiz, M, Gomez, J, Merigo-Lindahl, J and Rueda-Armengot, C (ed.) Entrepreneurial Universities Exploring the Academic and Innovative Dimensions of Entrepreneurship in Higher Education Cham, Switzerland Springer International. pp. 83-104

Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice.
Graham, C, Scriven, J and Bennett, DR (2012). Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice. International Marketing Trends Conference. Venice, Italy 19 - 21 Jan 2012 London South Bank University.

What long term measures can tell us about brand loyalty
Bennett, DR, Graham, C and Clemente, M (2017). What long term measures can tell us about brand loyalty. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017

Loyalty Deficits for Small Share Brands
Franke, K, Bennett, DR and Graham, C (2017). Loyalty Deficits for Small Share Brands. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017 London South Bank University.

Stochastic Modelling of Capital Goods Buying
Bennett, DR and Aston, H (2017). Stochastic Modelling of Capital Goods Buying. LSBU Researcher Poster Competition. London South Bank University 06 - 07 Jul 2017 London South Bank University.

The Challenges for Smart Cities in the UK
Bennett, DR, Pérez-Bustamante Yábar, D and Medrano, ML (2016). The Challenges for Smart Cities in the UK. in: Peris-Ortiz, M, Bennett, D and Pérez-Bustamante Yábar, D (ed.) Sustainable Smart Cities: Creating Space for Technological, Social and Business Development Switzerland Springer International Publishing.

Why buy the same brand twice?
Bennett, DR (2008). Why buy the same brand twice? LSBU Summer Research Conference 2008. London South Bank University, London 24 Jun 2008 London South Bank University.

An empirical study of industrial consumer buying behaviour: how airlines buy airplanes
Bennett, DR (2016). An empirical study of industrial consumer buying behaviour: how airlines buy airplanes. 45th Annual Conference of the European Marketing Academy (EMAC 2016). Oslo, Norway 24 - 27 May 2016

Market(ing) the small. How does marketing work for UK SMEs?
Barber, S, Bennett, DR and Graham, C (2016). Market(ing) the small. How does marketing work for UK SMEs? LSBU Summer School 2016. London 11 - 15 Jul 2016 London South Bank University.

Airplanes are like really big candy bars
Bennett, DR and Aston, H (2016). Airplanes are like really big candy bars. LSBU Research Summer School. London South Bank University, London 14 Jul 2016 London South Bank University.

Will a Smart City Have A High Street?
Graham, C and Peleg, A (2016). Will a Smart City Have A High Street? in: Peres-Ortiz, M, Bennett, D and Perez-Bustamente, D (ed.) Sustainable Smart Cities - Creating Spaces for Technological, Social and Business Development. Springer Publications. pp. 143-157