Professor Peter Danaher joined MBS in 2007, after a 14 year period as Professor and Chair, Marketing Department, University of Auckland, New Zealand. During that time he also held visiting positions at London Business School, The Wharton School and twice at MIT. He began his professional career with a market research firm, and has continued to maintain a balance between high quality research and market-place usefulness. He has consulted extensively with Telecom, Australia Post, Optus Communications, Unilever, ACNielsen, and other market research companies. He has also been the survey auditor for the television ratings services in New Zealand, Australia and Ireland, and the print readership service in New Zealand. Peter serves on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science and the Journal of Service Research. He is also an Area Editor for the International Journal of Research in Marketing. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behaviour, internet usage behaviour, customer satisfaction measurement, forecasting and sample surveys.
Articles
How Often versus How Long: The Interplay of Contact Frequency and Relationship Duration in Customer Perceptions of Service Relationship Strength (with Tracey S. Dagger and Brian J. Gibbs), Journal of Service Reseach (2009)
This study investigates the effects of customer contact frequency and relationship duration on customer-reported relationship...
Wine Purchase Decisions and Consumption Behaviors: Insights from a Probability Sample Drawn in Auckland, New Zealand, Food Quality and Preference (2009)
The Effect of Competitive Advertising Interference on Sales for Packaged Goods, Journal of Marketing Research (2008)
Competitive advertising interference can occur when viewers of advertising for a focal brand are also...