Researcher biography

Ravi Pappu is an Associate Professor of Marketing at the UQ Business School, University of Queensland, Australia. He teaches topics related to the application of quantitative research methods in business to honours and PhD students and market and consumer research to undergraduate and 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, as well as 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 Journal of International Marketing, Journal of Business Research and 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 |


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 330,000 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 (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 University of Queensland.

Awards & Distinctions


As of 2023, 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)




Higher Degree Research 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 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 prestigious international conferences (e.g., ANZMAC, AMA, AMS, WMC).


  • S. Saha (2022) - Corporate giving
  • M. Hassan (2022) - New product preannouncement
  • M. Chien (2009) - Corporate sponsorship


| 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 |


Associate Editor


Editorial Board Membership

| Journal of International Marketing | Journal of Business Research | European Journal of Marketing | International Marketing Review | Journal of Product and Brand Management | Sport Management Review | Asia Pacific Journal of Marketing and Logistics | Australasian Marketing Journal |


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) |