Researcher biography

Ravi Pappu is an Associate Professor of Marketing at the University of Queensland Business School.

Ravi received a PhD in marketing from University of New England (UNE), Australia. His PhD research demonstrated how country of origin can influence brand equity. These results were published in the Journal of International Business Studies and the European Journal of Marketing.

Prior to UNE, Ravi graduated with an MBA and a PG 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.

Further information about Ravi is available at the following links.

|Facebook | LinkedIn | ResearchGate | Google Scholar | UQ Researchers | Publons |


Ravi's current research focuses on modelling consumer decision making in relation to 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 papers have been read or downloaded more than 284,000 times since 2006. His 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:

| 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 |

Research Grants

Ravi was the lead Chief Investigator of an Australian Research Council Linkage project (2009 - 2012) (with Bettina Cornwell), supported by the Australian Red Cross Blood Service. Major outcomes of this research so far include a new method for mapping consumer brand association networks and a model for explaining communication portfolios 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 University of Queensland.

Awards & Distinctions


As of 2020, Ravi teaches courses in quantitative research methods and applied statistics for honours and PhD students, and market research for postgraduate students.

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)





  • MKTG7040 Marketing Management (2006 - 2007)
  • MKTG7501 Introduction to Marketing (2006 - 2007)
  • MBA731 Marketing Management | 2005 | 2004 | 2003 | (University of New England)
  • MBA736 International Marketing | 2005 | 2004 | (University of New England)

Research Higher Degree Supervision

Ravi is available for research supervision. Following are some of the areas of his research interest.

| Brand equity | Brand innovativeness | Celebrity endorsement | Consumer innovativeness | Corporate sponsorship | Retail brand extensions | Country-of-origin effects |

Ravi's previous research students have achieved publications in internationally recognised journals such as European Journal of Marketing and Journal of Business Research, and presented their work at prestegious international conferences (e.g., ANZMAC, AMA, AMS, WMC).


  • M. Chien (2009) - Corporate sponsorship (employed at the UQ Business School)


  • S. Caulton (2019) - Brand crises
  • I. Goh (2018) - Sponsorship portfolios
  • I. C. Y. Lim (2016) - Brand innovativeness (Watsons Singapore)
  • S.C. Yu (2013) - Celebrity portfolios (PhD at the University of Sydney Business School)
  • A. Spry (2007) - Celebrity endorsement (Colmar Brunton)
  • M. Chong (2006) - Consumer innovatioveness (Swissôtel)
  • P. Stower (2006) - Multiple celebrity endorsement (British American Tobacco)


Associate Editor


Editorial Board Membership

Ad hoc Reviewer

| Journal of Sport Management | Journal of Advertising | Journal of Brand Management | Journal of International Marketing | Journal of Retailing and Consumer Services | Journal of Business Ethics | Journal of Marketing Management | Journal of Product Innovation Management | Journal of Management & Organization | Journal of the Academy of Marketing Science |


Conference Serivce

Conference Presentations

| Academy of Marketing | Academy of the Marketing Science | Advertising and Consumer Psychology | American Marketing Association | ANZMAC | Marketing Science | World Marketing Congress |

Invited Seminars

| Australian National University (2019) | IIM-Calcutta (2016) | IIM-Ahmedabad (2016) | Indian Institute of Science (2016) | IIM - Bangalore (2016) | University of Melbourne (2015) | University of New South Wales (2012) | University of Adelaide (2009) | University of New England (2016 & 2019) |

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) |