Overview
Background
Ravi Pappu is an Associate Professor of Marketing at the UQ Business School, University of Queensland, Australia. He teaches topics related to applying quantitative research methods in business to honours and PhD students and market and consumer research to postgraduate students.
Over the years, he has received the UQ Business School Teaching Excellence Award and the UQ Business School Research Excellence Award. Twice he was a Finalist for a UQ Teaching Excellence award.
Ravi received a PhD in marketing from the University of New England, Australia, and an MBA and a Postgraduate Diploma in Marketing, both awarded with Distinction from the University of Waikato, New Zealand. Earlier, he received a Bachelor’s degree in Mechanical engineering from JNTU, Anantapur in India, awarded with First Class and Distinction.
Ravi's research interests include the areas of advertising, branding, international marketing, new products and innovation. His research has been published in several internationally recognised journals, including the Journal of International Business Studies and the Journal of the Academy of the Marketing Science. His research has been funded through several competitive grants, including ARC.
Ravi serves on the editorial review boards of premier international journals, including the Journal of International Marketing, the Journal of Business Research and the European Journal of Marketing. He is a member of the American Marketing Association (AMA) and Society for Consumer Psychology (SCP), a Fellow of the Academy of the Marketing Science (AMS) and a Fellow CPM of the Australian Marketing Institute (AMI).
Further information about Ravi is available at the following links.
|Facebook | LinkedIn | ResearchGate | Google Scholar | UQ Researchers | Publons |
RESEARCH
Ravi's current research focuses on modelling consumer decision-making concerning different types of brands (e.g. manufacturers, retailers, nonprofits and countries). He is also interested in understanding how marketing communications (e.g. advertising, celebrity endorsement, sponsorship) can shape consumer attitudes and brand perceptions.
Ravi's research on sponsorship, brand equity, brand innovativeness, country-of-origin effects, celebrity endorsement, country branding and retailer branding has been published in scholarly international journals, including. His research papers have been read or downloaded over 360,000 times.
|Journal of the Academy of Marketing Science | Journal of Business Research | International Business Review | Journal of International Business Studies | European Journal of Marketing | Journal of Retailing and Consumer Services | Journal of Marketing Education | Journal of Public Policy and Marketing | Journal of Product and Brand Management | Journal of Travel Research |
Research Grants
Ravi was the lead Chief Investigator of an Australian Research Council Linkage project (with Bettina Cornwell) supported by the Australian Red Cross Blood Service. Major outcomes of this research include a model for explaining communication portfolio effects on the image and equity of non-profit brands. Ravi's research has also attracted several internal competitive grants from the University of New England and the University of Queensland.
Awards & Distinctions
- 2018 - Inaugural JPBM Award for most impactful article, Emerald Literati Network (with P.G. Quester & R.W. Cooksey)
- 2016 - Outstanding Reviewer of the Year Award, Emerald Literati Network
- 2015 - UQ Business School Teaching Excellence Award
- 2009 - Outstanding Reviewer of the Year Award, Emerald Literati Network
- 2006 - UQ Business School Research Excellence Award
- 2000 - Best Marketing Research Paper Award, American Marketing Association (with A. Sinha & P. Leszeczyc)
- 1998 - Highly Commended Paper, Doctoral Colloquium, Australian and New Zealand Marketing Academy Conference
TEACHING
As of 2024, Ravi teaches courses in quantitative research methods and applied statistics.
Distinctions (Teaching)
- 2015 - UQ Business School Teaching Excellence Award
- 2015 - Finalist - University of Queensland Teaching Excellence Award
- 2014 - Finalist - University of Queensland Teaching Excellence Award
Teaching Evaluations (Click on the following links to view student evaluations in pdf)
Honours/PhD
- RBUS6903 Quantitative Business Research Methods II (SEM) |2020 | 2019 | 2015 | 2014 | 2013 |
- RBUS6902 Quantitative Business Research Methods I (Multivariate Analysis) | 2024 (s2) | 2024 (s1) | 2023 (S2) | 2023 (s1) | 2022 (s2) |2022 (s1) |2021 |2020 | 2019 | 2018 |2017| | 2016 |
- RBUS6931 Scientific Method in Management II | 2018 |2015 | 2014 | 2013 | 2012 |
- RBUS6931 Scientific Method in Management I | 2018 |2017|
Postgraduate
PhD Supervision
Ravi is available for research supervision. His previous research students have achieved publications in internationally recognised journals (e.g., European Journal of Marketing, Journal of Business Research and Journal of Travel Research) and conferences (e.g., AMA, AMS, WMC). Following are some of the areas of his research interest.
| Brand equity | Brand innovativeness | Celebrity endorsement | Corporate sponsorship | Country-of-origin effects |
PhD
- W. Sun (2023) - Tourist misbehaviour (Associate)
- S. Saha (2022) - Corporate giving
- M. Hassan (2022) - New product preannouncement
- M. Chien (2009) - Corporate sponsorship
Honours
| Maddy Nugent (2022) - Sponsorship authenticity | B.D.C. Tang (2021) - Sponsorship engagement | M.G. Guerra Calvo (2020) - Celebrity endorsement | S. Caulton (2019) - Brand crises | I. Goh (2018) - Sponsorship portfolios | I. C. Y. Lim (2016) - Brand innovativeness | S.C. Yu (2013) - Celebrity portfolios | A. Spry (2007) - Celebrity endorsement | M. Chong (2006) - Consumer innovativeness | P. Stower (2006) - Multiple celebrity endorsement |
SERVICE
Associate Editor
- International Journal of Consumer Studies (2020 - 2024)
Co-Guest-Editor
- Journal of Strategic Marketing - Special issue on Research in Strategic Marketing
- Journal of Product & Brand Management - Special issue on Brand Equity
Editorial Board Membership
| Journal of International Marketing | Journal of Business Research | European Journal of Marketing | International Marketing Review | Asia Pacific Journal of Marketing and Logistics | Australasian Marketing Journal |
Assessor
Invited Seminars
| Australian National University | IIM-Calcutta | IIM-Ahmedabad | Indian Institute of Science | IIM - Bangalore | University of Melbourne | University of New South Wales | University of Adelaide | University of New England |
Visiting Positions
| Indian Institute of Management - Bangalore 2016 | University of Oregon 2013 | University of Adelaide 2009 | University of Michigan 2009 | Indian School of Business 2003 |
Availability
- Associate Professor Ravi Pappu is:
- Available for supervision
- Media expert
Fields of research
Qualifications
- Bachelor (Honours) of Technology, Jawaharlal Nehru Technological
- Masters (Coursework) of Business Administration, University of Waikato
- Postgraduate Diploma in Marketing, University of Waikato
- Graduate Certificate in Higher Education, University of New England Australia
- Doctor of Philosophy of Marketing, University of New England Australia
Research interests
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Consumer-Based Brand Equity
How much value do people attach with a brand name? Ravi (with Prof. Pascale Quester, University of Adelaide and Prof. Ray Cooksey, University of New England) developed an improved method, and a scale, for measuring brand equity - the value of a brand name - based on consumer perceptions. The brand equity of global consumer electronics brands (Sony, Toshiba and Hitachi) and automobile brands (Toyota, Mitsubishi and Suzuki) was measured in this research. The results appeared in the Journal of Product and Brand Management (Pappu, Quester & Cooksey, 2005). This is the most cited paper ever published in the Journal of Product and Brand Management published since 2005, and has been read more than 46,000 times since publication. This research would be of interest to organizations (e.g. Australian government, businesses, manufacturers, retailers and non-profits) interested in measuring, and managing the value of their brands.
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Celebrity Endorsement
How does celebrity endorsement affect brand equity? Ravi (with his honours student Amanda Spry and Prof. Bettina Cornwell, University of Michigan, USA) demonstrated that celebrity endorsement can affect a brand's credibility and thereby its brand equity. These results were published in the European Journal of Marketing. This paper (Spry, Pappu & Cornwell, 2011) has been downloaded more than 106,000 times. This is the most cited article published in the European Journal of Marketing since 2011. The results of this research would be of interest to the Australian government, businesses and nonprofit organisations interested in understanding how advertising can be used to enhance their brand credibility and brand equity by using celebrities. Celebrities in various sectors (e.g. sports, film, tv) can understand how their endorsements can influence the credibility and image of endorsed brands.
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Corporate Sponsorship
How does corporate sponsorship affect charities/nonprofit brands? Ravi (with Prof. Bettina Cornwell, University of Oregon, USA) developed a model to explain how corporate sponsorship affects the sponsored nonprofit brands. Part of the results of this research were published in the Journal of the Academy of Marketing Science (Pappu & Cornwell 2014) - one of the top marketing journals in the world. This research demonstrated that fit and similarity are conceptually distinct and shown that together they have an interactive effect on consumers' nonprofit evaluations. This research would be of interest to nonprofits and charities in their brand management decisions, advertising and in evaluating potential sponsors. The results would also be of interest to firms interested in offering sponsorship to charities and nonprofits.
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Brand Innovativeness
How does innovativeness affect customer brand loyalty? Ravi (with Prof. Pascale Quester) developed a model to explain how being seen as innovative helps a brand in achieving brand loyalty from customers. The model also explains what role perceived quality plays in this. The model was empirically tested for three global consumer electronics brands in two product categories. Results of this research (Pappu and Quester 2016) are published in the European Journal of Marketing. This paper has been downloaded more than 19,000 times since publication. This research would of interest to brands (e.g. businesses, nonprofit organizations, retailers, manufacturers, government departments) interested in understanding how to leverage their innovativeness to achieve outcomes such as brand loyalty.
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Retailer Brand Equity
How much is a retailer brand worth? Ravi (with Prof. Pascale Quester) developed a consumer-based method for measuring a retailer's brand value (Pappu & Quester, 2006a) and the results were published in the Journal of Retailing and consumer Services. The brand equity of major retailers, in the department store (David Jones, Myer and Target) and clothing store (Country Road, Fletcher Jones and Just Jeans) chains, were measured in this research. This research also demonstrated how customer satisfaction affects a retailer's brand equity (Pappu & Quester, 2006b) and how a retailer's brand equity varies by store category (Pappu & Quester, 2008). Results of these two studies were published in the Journal of Product and Brand Management. These two papers have been downloaded more than 28,000 times since publication. This research would of interest to Australian government, businesses and nonprofit organizations interested in understanding how to manage the brand equity of their retailing brands (e.g. health care, road safety, department stores, clothing stores).
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Country Brand Equity
How to measure a country's brand value? Ravi (with Prof. Pascale Quester) developed a consumer-based method for measuring a country's brand equity. Brand equity of Australia's major major trading partners (USA, China and South Korea) was measured in two product categories (Consumer electronics and automobiles) in this study. The results were published in International Business Review (Pappu & Quester, 2010). This research would be of interest to the Australian government departments, industry groups and businesses interested in promoting Australian goods and services and Australia's competitiveness in international markets.
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Country-of-origin Effects
How does a country's image affect brand equity? This research demonstrates how a country's image affects the equity (value) of the brands coming from that country (Pappu, Quester & Cooksey, 2007). This was the first research study integrating the areas of brand equity and country image and the results were published in Journal of International Business Studies, considered to be a prestigious business journal in the international arena. This study also demonstrated how a brand's equity varies according to the brand's perceived country-of-origin (Pappu, Quester & Cooksey, 2006). These results were published in a quality international academic marketing journal, the European Journal of Marketing. The paper was downloaded more than 24,000 times since 2006. Results of this research would be of interest to the Australian government, industry groups and businesses interested in promoting, offering, managing Australian brands in international markets or foreign brands in the Australian market.
Research impacts
Ravi's research articles have been read/downloaded more than 370,000 times (As of December 2024).
Brand equity
- Consumer-based brand equity: Improving the measurement - empirical evidence is one of the most cited Journal of Product and Brand Management articles published since 2005 with more than 53,000 full-text downloads.
Celebrity endorsement
- Celebrity endorsement, brand credibility and brand equity is one of the most read European Journal of Marketing papers with more than 131,000 full-text downloads. It is also one of the most cited EJM article (top 1%) published since 2011. In the list of the top 40 articles published in the journal.
Country-of-origin effects
- Consumer-based brand equity and country-of-origin relationships: Some empirical evidence is one of the 15 most cited European Journal of Marketing articles (top 1%) published since 2006. In the list of the top 70 articles published in the journal.
- Country image and consumer-based brand equity: Relationships and implications for international marketing is in the top 5% of the most cited Journal of International Business Studies articles published since 2007.
Retailer equity
- Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands is one of the 20 most cited (top 1%) Journal of Product and Brand Management articles published since 2006.
- A consumer-based method for retailer equity measurement: Results of an empirical study is in the top 3% of the most cited Journal of Retailing and Consumer Services articles published since 2006.
Sponsorship
- Chien, Cornwell & Pappu 2011 co-authored with his doctoral student M. Chien and T B Cornwell, is in the top 5% of the most cited Journal of Business Research articles published since 2011.
Information has been compiled from Scopus, Emerald, ResearchGate, Science Direct and UQ eSpace.
Works
Search Professor Ravi Pappu’s works on UQ eSpace
2024
Conference Publication
How do scents influence consumers
Pappu, Usha, Pappu, Ravi and Popkowski Leszczyc, Peter T.L. (2024). How do scents influence consumers. Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, 1-3 December 2023.
2022
Conference Publication
Planning for disaster: managing a values-based brand crisis: an abstract
Caulton, Stuart, France, Cassandra and Pappu, Ravi (2022). Planning for disaster: managing a values-based brand crisis: an abstract. 2021 AMS Virtual Annual Conference and World Marketing Congress, Virtual, 1-4 June 2021. Cham, Switzerland: Springer Nature. doi: 10.1007/978-3-030-95346-1_190
2022
Conference Publication
Examining temporal distance effects of corporate giving: the role of donation type
Saha, Sajeeb, Pappu, Ravi, Ranjan, Kumar Rakesh and Akhlaghpour, Saeed (2022). Examining temporal distance effects of corporate giving: the role of donation type. The Australian and New Zealand Marketing Academy (ANZMAC), Perth, WA, Australia, 5 - 7 December 2022.
2022
Conference Publication
New product preannouncement effects on brand innovativeness: examining the mediating role of perceived risk and moderating role of brand credibility: an abstract
Hassan, Mahmud, Pappu, Ravi and Kelly, Sarah (2022). New product preannouncement effects on brand innovativeness: examining the mediating role of perceived risk and moderating role of brand credibility: an abstract. 2021 AMS Virtual Annual Conference and World Marketing Congress, Virtual, 1-4 June 2021. Cham, Switzerland: Springer Nature. doi: 10.1007/978-3-030-95346-1_189
2022
Conference Publication
The impact of tourist misbehavior on ingroup tourist responses: an abstract
Sun, Wanting, Chien, P. Monica, Ritchie, Brent W. and Pappu, Ravi (2022). The impact of tourist misbehavior on ingroup tourist responses: an abstract. 2021 AMS Virtual Annual Conference and World Marketing Congress, Virtual, 1-4 June 2021. Cham, Switzerland: Springer Nature. doi: 10.1007/978-3-030-95346-1_192
2021
Conference Publication
Understanding intergroup conflicts between residents and tourists
Chien, P. Monica, Hornsey, Matthew, Nagatomo, Jun and Pappu, Ravi (2021). Understanding intergroup conflicts between residents and tourists. Japan Society for Tourism Studies Annual Conference, Kyoto, Japan, 3-4 July 2021.
2021
Conference Publication
The impact of tourist misbehavior on ingroup tourist responses
Sun, Wanting, Chien, P. Monica, Ritchie, Brent W. and Pappu, Ravi (2021). The impact of tourist misbehavior on ingroup tourist responses. Academy of Marketing Science Annual Conference, Virtual (United States), 1-4 June 2021.
2021
Conference Publication
Understanding tourists' responses to misbehaviours committed by compatriot tourists
Sun, Wanting, Chien, P. Monica and Pappu, Ravi (2021). Understanding tourists' responses to misbehaviours committed by compatriot tourists. The Council for Australasian Tourism and Hospitality Education (CAUTHE) Annual Conference, Online, 9-12 February 2021.
2021
Journal Article
A commentary on "conceptualising and measuring Consumer-Based Brand–Retailer–Channel Equity"
Pappu, Ravi and Quester, Pascale (2021). A commentary on "conceptualising and measuring Consumer-Based Brand–Retailer–Channel Equity". Journal of Retailing and Consumer Services, 58 101405, 101405. doi: 10.1016/j.jretconser.2017.02.014
2020
Conference Publication
New product preannouncement effects on brand innovativeness: the mediating role of perceived risk
Hassan, Mahmud, Pappu, Ravi and Kelly, Sarah Jane (2020). New product preannouncement effects on brand innovativeness: the mediating role of perceived risk. AMA Summer Academic Conference, Virtual, 18 - 20 August 2020. United States: American Marketing Association.
2019
Journal Article
Research in strategic marketing: past and future(Developing New Models, Reviews, Measures, Methods with Future Research Agenda)
Paul, Justin, Dwivedi, Yogesh, Pappu, Ravi and Roy, Sanjit Kumar (2019). Research in strategic marketing: past and future(Developing New Models, Reviews, Measures, Methods with Future Research Agenda). Journal of Strategic Marketing, 27 (5), 369-372. doi: 10.1080/0965254x.2019.1572272
2018
Conference Publication
Brand innovativeness effects on brand loyalty
Lim, Isador , Tombs, Alastair and Pappu, Ravi (2018). Brand innovativeness effects on brand loyalty. Australia New Zealand Marketing Academy Conference, Adelaide, Australia, 3-5 December 2018. Adelaide, SA, Australia: University of Adelaide.
2018
Conference Publication
Corporate sponsorship effects on charitable giving
Goh, Iris, Pappu, Ravi and Chien, P. Monica (2018). Corporate sponsorship effects on charitable giving. Australia New Zealand Marketing Academy Conference, Adelaide, Australia, 3-5 December 2018. Adelaide, SA, Australia: University of Adelaide.
2018
Conference Publication
How does brand innovativeness affect brand loyalty? A test of competing models
Lim, Isador C.Y., Tombs, Alastair and Pappu, Ravi (2018). How does brand innovativeness affect brand loyalty? A test of competing models. AMA Summer Marketing Educators' Conference, Boston, MA, United States, 9-12 August 2018. Chicago, United States: American Marketing Association.
2018
Conference Publication
How do new product preannouncements influence brand innovativeness?
Hassan, Mahmud, Pappu, Ravi and Kelly, Sarah (2018). How do new product preannouncements influence brand innovativeness?. Australia New Zealand Marketing Academy Conference, Adelaide, Australia, 3-5 December 2018. Adelaide, SA, Australia: University of Adelaide.
2017
Journal Article
Defining, measuring and managing brand equity: introduction
Pappu, Ravi and Christodoulides, George (2017). Defining, measuring and managing brand equity: introduction. Journal of Product and Brand Management, 26 (5), 433-434. doi: 10.1108/JPBM-06-2017-1485
2016
Conference Publication
Brand innovativeness effects on perceived quality, satisfaction and loyalty
Pappu, Ravi and Quester, Pascale (2016). Brand innovativeness effects on perceived quality, satisfaction and loyalty. 2013 World Marketing Congress, Melbourne, Australia, 23 - 26 June 2013. Cham, Switzerland: Springer. doi: 10.1007/978-3-319-24184-5_185
2016
Conference Publication
Celebrity portfolio effects on consumer brand evaluations
Yu, Max and Pappu, Ravi (2016). Celebrity portfolio effects on consumer brand evaluations. 2013 World Marketing Congress, Melbourne, Australia, 23 - 26 June 2013. Cham, Switzerland: Springer. doi: 10.1007/978-3-319-24184-5_179
2016
Book Chapter
Multiple celebrity endorsement
Yu, Sik Chuen (Max) and Pappu, Ravi (2016). Multiple celebrity endorsement. Making a difference through marketing: a quest for diverse perspectives. (pp. 157-166) edited by Carolin Plewa and Jodie Conduit. Singapore: Springer Science and Business Media. doi: 10.1007/978-981-10-0464-3_12
2016
Conference Publication
Consumer innovativeness effects on retail extension evaluations
Chong, Merissa, Pappu, Ravi and Tombs, Alistair (2016). Consumer innovativeness effects on retail extension evaluations. 16th Biennial World Marketing Congress, Melbourne, VIC Australia, 17-20 July 2013. Cham, Switzerland: Springer. doi: 10.1007/978-3-319-24184-5_213
Funding
Past funding
Supervision
Availability
- Associate Professor Ravi Pappu is:
- Available for supervision
Before you email them, read our advice on how to contact a supervisor.
Available projects
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Celebrity Endorsement
This project is in the area of marketing communications and examines the impact of celebrity endorsements on consumer brand evaluations.
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Corporate Sponsorship
This project is in the areas of brand management and marketing communications and examines the impact of corporate sponsorship on consumer brand evaluations.
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Retailer Branding
This project examines consumer evaluations of retailers as brands.
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Country Branding
This project is in the area of international marketing and involves the examination of the value consumers attach with countries as brand names.
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Brand Innovativeness
This project involves the examination of consumer perceptions of brand innovativeness.
Supervision history
Current supervision
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Doctor Philosophy
The impact of digital transformation on consumer-based brand equity
Principal Advisor
Other advisors: Professor Ashish Sinha
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Doctor Philosophy
Using Image and Message Framing to Encourage Consumers to Reduce Plastic Waste
Principal Advisor
Other advisors: Dr Nicolas Pontes
Completed supervision
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2022
Doctor Philosophy
The Impact of Corporate Giving on Consumer Evaluations of the Donor Firm: An Empirical Examination
Principal Advisor
Other advisors: Associate Professor Saeed Akhlaghpour
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2022
Doctor Philosophy
New product preannouncement effects on consumer perceptions of brand innovativeness
Principal Advisor
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2023
Doctor Philosophy
When Compatriot Tourists Behave Badly: Understanding the Impact of Tourist Misbehaviour on the Tourist-Host Intergroup Dynamics in International Travel
Associate Advisor
Other advisors: Dr Monica Chien
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2010
Doctor Philosophy
International student's higher education choice: using the theory of planned behaviour to identify key choice attributes by segment
Associate Advisor
Media
Enquiries
Contact Associate Professor Ravi Pappu directly for media enquiries about:
- Australian products - branding
- Brand equity
- brand extensions
- brand image
- brand innovativeness
- brand management
- brand name
- brand value
- branding
- Celebrity endorsement
- charities
- consumer marketing
- corporate sponsorship
- Country branding
- country image
- country-of-origin effects
- Destination marketing
- International branding
- international marketing
- Marketing
- Marketing communications
- nonprofit branding
- nonprofit marketing
- Place marketing
- retail branding
- Sponsorship and branding
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