Business School

Associate Professor Ravi Pappu

Associate Professor of Marketing & Associate Professor
School of Business
+61 7 344 33365
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Researcher biography

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 370,000 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

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

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

Co-Guest-Editor

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 |

Publications

Book Chapters (4)
Journal Articles (27)
Conference Papers (33)

Book Chapters

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
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2015). The Effects of Sponsorship Portfolio on Consumer Associations of the Sponsor Brand. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 22-22) Cham: Springer Nature. doi: 10.1007/978-3-319-10963-3_8
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). A theoretical framework for analysis of multiple sponsorship effects on consumer responses. New Trends in Advertising Research. (pp. 189-206) edited by Francisco Costa Pereira, Jorge Veríssimo and Peter C. Neijens. Lisbon, Portugal: Edicoes Silabo.
Pappu, Ravi S. (2005). Australian Consumers Product Category-Country Associations: Implications for big emerging markets. Marketing strategies for emerging markets. (pp. 293-302) New Delhi, India: Excel Books.

Journal Articles

Sun, Wanting, Chien, P. Monica and Pappu, Ravi (2025). ‘We shall retaliate’: responses to resident criticism on compatriot tourist misbehavior. Journal of Sustainable Tourism, ahead-of-print (ahead-of-print), 1-33. doi: 10.1080/09669582.2025.2494048
Saha, Sajeeb, Pappu, Ravi, Ranjan, Rakesh Kumar and Akhlaghpour, Saeed (2025). Donation type effects in corporate giving: a moderated serial mediation model. Journal of Business Research, 189 115195, 115195. doi: 10.1016/j.jbusres.2025.115195
Cornwell, T. Bettina, Pappu, Ravi and Setten, Eric (2023). Sport consumers: perceiving and enjoying danger in American football. International Journal of Sports Marketing and Sponsorship, 24 (5), 853-870. doi: 10.1108/IJSMS-11-2022-0195
Sun, Wanting, Chien, Monica P. and Pappu, Ravi (2023). Responses to compatriot tourist misbehavior: The importance of social identity, emotions and misbehavior type. Journal of Travel Research, 63 (8), 2042-2061. doi: 10.1177/00472875231206543
Saha, Sajeeb, Ranjan, Rakesh Kumar , Pappu, Ravi and Akhlaghpour, Saeed (2023). Corporate-giving and its impact on consumer evaluations: a meta-analysis. Journal of Business Research, 158 113656, 113656. doi: 10.1016/j.jbusres.2023.113656
Pappu, Usha L., Popkowski Leszczyc, Peter T. L., Pappu, Ravi and Ashkanasy, Neal (2023). Motivational differences in need for smell. European Journal of Marketing, 57 (2), 505-532. doi: 10.1108/EJM-07-2020-0503
Sun, Wanting, Chien, P. Monica, Ritchie, Brent W. and Pappu, Ravi (2022). When compatriot tourists behave badly: the impact of misbehavior appraisal and outgroup criticism construal. Journal of Destination Marketing and Management, 23 100695, 100695. doi: 10.1016/j.jdmm.2022.100695
Cornwell, T. Bettina, Setten, Eric, Paik, Sung-Hee W. and Pappu, Ravi (2021). Parents, products, and the development of preferences: child palate and food choice in an obesogenic environment. Journal of Public Policy and Marketing, 40 (3) 0743915620939581, 429-446. doi: 10.1177/0743915620939581
Goh, Iris Kai Lin , Pappu, Ravi and Chien, P. Monica (2021). Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior. Journal of Business Research, 126, 113-125. doi: 10.1016/j.jbusres.2020.12.042
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
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
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
Pappu, Ravi and Quester, Pascale G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50 (1/2), 2-28. doi: 10.1108/EJM-01-2014-0020
Pappu, Ravi and Cornwell, T. Bettina (2014). Corporate sponsorship as an image platform: understanding the roles of relationship fit and sponsor–sponsee similarity. Journal of the Academy of Marketing Science, 42 (5), 490-510. doi: 10.1007/s11747-014-0373-x
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2012). Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects. Journal of Business Research, 65 (1), 117-121. doi: 10.1016/j.jbusres.2011.02.006
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64 (2), 142-149. doi: 10.1016/j.jbusres.2010.02.010
Spry, Amanda, Pappu, Ravi and Cornwell, Bettina (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45 (6), 882-909. doi: 10.1108/03090561111119958
Pappu, Ravi and Quester, Pascale (2010). Country equity: Conceptualization and empirical evidence. International Business Review, 19 (3), 276-291. doi: 10.1016/j.ibusrev.2009.12.006
Brailsford, Tim, Dash, Stephen, Hutchinson, Marion, Pappu, Ravi and Ritchie, Brent W. (2009). Valuing brand equity of a geographic region. Tourism Analysis, 14 (6), 765-779. doi: 10.3727/108354210X12645141401188
Pappu, Ravi and Quester, Pascale G. (2008). Does brand equity vary between department stores and clothing stores? Results of an empirical investigation. Journal of Product and Brand Management, 17 (7), 425-435. doi: 10.1108/10610420810916335
Pappu, Ravi, Quester, Pascale G. and Cooksey, Ray W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38 (5), 726-745. doi: 10.1057/palgrave.jibs.8400293
Pappu, Ravi and Quester, Pascale (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13 (5), 317-329. doi: 10.1016/j.jretconser.2005.10.002
Fisher, J. and Pappu, R. S. (2006). Cyber-rigging click-through rates: Exploring the ethical dimensions. International Journal of Internet Marketing and Advertising, 3 (1), 48-59. doi: 10.1504/IJIMA.2006.008973
Pappu, Ravi, Quester, Pascale G. and Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40 (5/6), 696-717. doi: 10.1108/03090560610657903
Pappu, Ravi and Quester, Pascale (2006). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product and Brand Management, 15 (1), 4-14. doi: 10.1108/10610420610650837
Pappu, Ravi, Quester, Pascale G. and Cooksey, Ray W. (2005). Consumer-based brand equity: Improving the measurement – empirical evidence. Journal of Product and Brand Management, 14 (3), 143-154. doi: 10.1108/10610420510601012
Pappu, Ravi (2004). Why do undergraduate marketing majors select marketing as a business major? Evidence from Australasia. Journal of Marketing Education, 26 (1), 31-41. doi: 10.1177/0273475303262349

Conference Papers

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.
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
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
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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
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
Pappu, Ravi and Cornwell, T. Bettina (2015). How do celebrity endorsements affect nonprofit brand evaluations?. Australia New Zealand Marketing Academy Conference, Sydney, Australia, 30 November-2 December 2015. Sydney, Australia: ANZMAC.
Pappu, Ravi and Quester, Pascale (2013). Brand innovativeness effects on quality, satisfaction and loyalty. 16th Biennial World Marketing Congress, Melbourne, Australia, 17-19 July 2013. Ruston, LA, United States: Academy of Marketing Science.
Yu, Max and Pappu, Ravi (2013). Celebrity portfolio effects on consumer brand evaluations. 16th Biennial World Marketing Congress, Melbourne, Australia, 17-19 July 2013. Ruston, LA, United States: Academy of Marketing Science.
Pappu, Ravi and Cornwell, T. Bettine (2012). Corporate sponsorship effects on nonprofit brand credibility and perceived quality. Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, Australia, 3-5 December 2012. Adelaide, Australia: Ehrenberg-Bass Institute for Marketing Science.
Pappu, Ravi S. and Cornwell, T. Bettina (2012). The role of firm-nonprofit fit and similarity in social sponsorship communications. Summer Marketing Educators' Conference 2012: Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant & Resurgent Markets, Chicago, IL, United States, 17-19 August 2012.
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2011). Communicating Corporate Social Responsibility via Sponsorship: Does it Always Work?. American Academy of Advertising 2011 Asia-Pacific Conference, Brisbane, QLD Australia, 8-10 June 2011.
Pappu, Ravi, Cornwell, T. Bettina and Wallin, Ann (2011). The role of customer identification in response to social partnerships: Combining celebrity endorsements and sponsorshiop. Advertising and Consumer Psychology Conference, Eugene, USA, 6-7 May 2011.
Pappu, Ravi, Cornwell, T. Bettina and Wallin, Ann (2011). Endorsement: It's about how you identify with Kate and then how Kate fits with the brand. Summer Marketing Educators' Conference 2011, San Francisco, CA, 5-7 August 2011. Chicago, IL: American Marketing Association.
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). Examining the impact of sponsorship portfolio communication on sponsor brand personality. The American Academy of Advertising (AAA) 2010 European Conference, Milan, Italy, 4-6 June 2010. Richmond, VA, United States: American Academy of Advertising.
Chien, Pi-Hsuan Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). The role of articulation in sponsorship portfolio communication. 39th European Marketing Academy (EMAC) Conference, Copenhagan, Denmark, 1-4 June 2010. Frederiksberg, Denmark: Copenhagen Business School.
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). Sponsorship portfolios: framing effects with sport and cause sponsorships. 2010 American Marketing Association (AMA) Summer Marketing Educators’ Conference, Boston, United States, 13-16 August 2010. Chicago, United States: American Marketing Association.
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). Exploring sponsorship framing effects. American Psychological Association 116th Annual Convention, Boston, MA., U.S., 14-17 August 2008.
Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). The effects of sponsorship portfolio on consumer associations of the sponsor brand. Academy of Marketing Science Annual Conference 2008, Vancouver, BC, Canada, 28-31 May, 2008.
Chien, P. Monica, Cornwell, T. B. and Pappu, R. (2007). A theoretical framework for analysis of multiple sponsorship effects on consumer responses. 6th International Conference on Research in Advertising (ICORIA 2007), Lisbon, Portugal, 29-30 June, 2007. European Advertising Academy, in collaboration with Instituto Politéecnico de Lisboa Escola Superior de Comunicação Social.
Pappu, Ravi and Quester, Pascale Genevieve (2005). Store Satisfaction and Retailer Equity: Preliminary Results of An Empirical Study. Academy for Global Business Advancement Conference, New Delhi, India, 3-5 January 2005. Rockwall, TX: Academy for Global Business Advancement.
Pappu, R. and Quester, Pascale (2005). Measuring Retailer Equity: An Empirical Study. International Conference on Retailing and Sourcing, New Delhi, India, 7-8 January 2005. Philadelphia, United States: Philadelphia University; Birla Institute of Management Technology.
Sinha, Ashish, Peter T.L. Popkowski Leszczyc and Pappu, Ravi (2000). Measuring customer based brand equity using hierarchical Bayes methodology. AMA Summer Educator’s Conference, USA, August 2000.