Professor Peter Joseph Danaher

PhD, MSc, BSc (Hons)

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Professor » Marketing

Organisational units

Research | Current

  • Media Models
  • Advertising
  • Forecasting
  • Customer satisfaction measurement
  • Multinomial logit and nested multinomial logit models


  • An application of choice modeling to optimal TV programming
  • Analysing programme loyalty versus time loyalty for TV shows
  • Studying the relationship between price, quality, value and market share in service industries
  • Examining the diffusion of successive waves of new technologies
  • Retention economics in service industries
  • Comparing Advertising Channel Effectiveness

Teaching | Current

Peter’s main teaching interests are anything to do with a computer in Marketing. Papers taught include Research Methods in Marketing, Marketing Research, Marketing Models, Advertising and Sampling and Experimental Design.


  • 2006    Fellow of the Australia New Zealand Marketing Academy
  • 2006    Finalist for the O'Dell Award for the best JMR paper in past 5 years
  • 2003    Winner of two University of Auckland Research Excellence Awards, one for ‘sustained research performance’ and the other for ‘outstanding research performance in the previous calendar year’.
  • 2002    Finalist for the John Little Award for the best article in Marketing Science
  • 2001    ANZMAC Researcher of the Year

Selected publications and creative works (Research Outputs)

  • Dagger, T. S., Danaher, P. J., Sweeney, J. C., & McColl-Kennedy, J. R. (2013). Selective Halo Effects Arising From Improving the Interpersonal Skills of Frontline Employees. Journal of Service Research, 16 (4), 488-502. 10.1177/1094670513481406
  • Danaher, P. J., & Dagger, T. S. (2013). Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign. Journal of Marketing Research, 50 (4), 517-534. 10.1509/jmr.12.0241
  • Danaher, P. J., & Dagger, T. (2012). The 38-Percent Solution: Empirical Generalizations for Repeat Viewing of Television Programs. Journal of Advertising Research, 52 (2), 225-233. 10.2501/JAR-52-2-225-233
  • Danaher, P. J., & Dagger, T. (2012). Using a Nested Logit Model to Forecast Television Ratings. International Journal of Forecasting, 28 (3), 607-622. 10.1016/j.ijforecast.2012.02.008
  • Danaher, P. J., Smith, M. S., & Dagger, T. S. (2011). Forecasting television ratings. International Journal of Forecasting, 27 (4), 1215-1240. 10.1016/j.ijforecast.2010.08.002
  • Iyengar, R., Jedidi, K., Essegaier, S., & Danaher, P. J. (2011). The impact of tariff structure on customer retention, usage, and profitability of access services. Marketing Science, 30 (5), 820-826. 10.1287/mksc.1110.0655
  • Danaher, P. J., Roberts, J. H., Roberts, K., & Simpson, A. (2011). Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways. MARKETING SCIENCE, 30 (4), 586-594. 10.1287/mksc.1100.0619
  • Danaher, P. J., & Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45 (1), 6-42. 10.1108/03090561111095586

Contact details

Primary location

Level 4, Room 260-405
Auckland 1010
New Zealand