Are Australasian brands different?

Abstract

Over the last 30 years a range of empirical generalisations has been developed about the performance of competitive brands in frequently purchased product categories. These generalisations have been based mainly on European and US data, and this paper addresses the question of whether they also hold in Australia and New Zealand. We examined consumer panel data from four different markets (supermarkets, department stores and retail fuel in Australia and retail fuel in New Zealand) and found similar patterns to those in Europe and the USA, although there were some minor exceptions, and also some interesting variations between markets. Our results suggest that there is much that Australasian marketers can learn from using models such as the Dirichlet, which was developed in the Northern hemisphere, to identify norms and exceptions in their own markets.

Citation

Wright, M., Sharp, A. and Sharp, B. (1998), "Are Australasian brands different?", Journal of Product & Brand Management, Vol. 7 No. 6, pp. 465-480. https://doi.org/10.1108/10610429810244648