Ravi Pappu
Associate Professor Ravi Pappu
Associate Professor in Marketing
  • BTech (Class 1, Dist), Mechanical Engineering (JNTU, India)
  • MBA (Dist), Marketing (University of Waikato)
  • PGDipMktg (Dist), Marketing (University of Waikato)
  • GradCertHigherEd, Higher Education (University of New England)
  • PhD, Marketing (University of New England)


+61 7 334 68089


+61 7 334 68166
Room 416, Colin Clark Building, St. Lucia Campus

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

Further information about Ravi is available at the following web pages.

| Dr Ravi Pappu on Facebook | Dr Ravi Pappu on LinkedIn | Dr Ravi Pappu on ResearchGate | Dr Ravi Pappu on Google Scholar | Dr Ravi Pappu on UQ Researchers |


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 mainly uses quantitative methods including experimental designs, survey research, and multivariate data analysis techniques including structural equations modelling.

Research Interests

| Brand innovativeness | Brand management | Celebrity endorsement | Corporate sponsorship | Country-of-origin effects | International marketing | Marketing communications |

Research Publications

Ravi's research papers have been downloaded more than 94,000 times (As of November 2015). His research on sponsorship, brand equity, country-of-origin effects, celebrity endorsement, country brand equity and retailer brand equity has been published in various scholarly international marketing journals including the following.

| 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 Product & Brand Management | Journal of Marketing Education |

Research Grants

Ravi was the lead Chief Investigator of a recently completed (2009-2012) Australian Research Council Linkage project (with Professor Bettina Cornwell), supported by the Australian Red Cross Blood Service. Major outcomes of this research so far include the following.

  • A new method for mapping consumer brand association networks
  • A model for explaining how communication portfolios affect the image and equity of non-profit brands
  • A publication in the Journal of the Academy of Marketing Science

Ravi's research has attracted several internal competitive grants from the University of New England and University of Queensland.

Awards & Distinctions


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

2015 Teaching Responsibilities

Distinctions (Teaching)

  • UQ Business School Teaching Excellence Award (2015)
  • Finalist - University of Queensland Teaching Excellence Award (2014 & 2015)
  • Nominee - UQ Business School Teaching Excellence Award (2013 & 2014)
  • Nominee - ANZMAC Distinguished Educator of the Year Award (2014 & 2015)
  • Nominee - ANZMAC Emerging Educator of the Year Award (2002 & 2004)

Teaching Experience


  • RBUS2900 Business Research Methods (2006-2012)
  • MKTG2504 International Marketing (2007-2008)
  • MKTG2505 Retail Management (2008-2009)
  • 0346352 Marketing Research (1999) (University of Waikato)


  • MKTG7506 International Marketing (2010)


  • MKTG7040 Marketing Management (2006-2007)
  • MKTG7501 Introduction to Marketing (2006-2007)
  • MBA731 Marketing Management (2002-2005) (University of New England)
  • MBA736 International Marketing (2004-2005) (University of New England)

Teaching Evaluations

  • RBUS6903 Quantitative Business Research Methods II | 2014 | 2013 |
  • RBUS6931 Scientific Method in Management | 2014 | 2013 | 2012 | 2011 |
  • MKTG7510 Market and Consumer Research | 2015 | 2014 |
  • RBUS2900 Business Research Methods | 2012 | 2010 | 2008 |
  • MBA731 Marketing Management | 2005 | 2004 | 2003 |
  • MBA736 International Marketing | 2005 | 2004 |

Research Higher Degree Supervision

Ravi is available for research supervision in marketing including on the following topics.

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

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


  • ​Sunita Prugsamatz (2010) - International Students' Higher Education Choice (employed at Norwegian University of Science and Technology)
  • Monica Chien (2009) - Corporate sponsorship (employed at the UQ Business School)


  • Sik Chen Yu (2013) - Celebrity portfolios (PhD at the University of Sydney Business School)
  • Amanda Spry (2007) - Celebrity endorsement (Colmar Brunton and University of Melbourne)
  • Merissa Chong (2006) - Consumer innovatioveness (Swissotel)
  • Penny Stower (2006) - Multiple celebrity endorsement (British American Tobacco)



Editorial Board Membership


Ad hoc Reviewer

| Australasian Marketing Journal | European Journal of Marketing | Industrial Marketing Management | International Marketing Review | Journal of Sports Management | Journal of Advertising | Journal of Brand Management | Journal of Business Research | Journal of International Marketing | Journal of Retailing and Consumer Services |


Conference Serivce

Conference Presentations

| Academy of Marketing | Academy of the Marketing Science | Advertising and Consumer Psychology | American Marketing Association | Australian and New Zealand Marketing Academy | Marketing Science | World Marketing Congress |

Invited Seminars

| University of Melbourne (2015) | University of New South Wales (2012) | University of Adelaide (2009) | University of New England (2009) |

Visiting Positions

| University of Oregon (2013) | University of Adelaide (2009) | University of Michigan (2009) | Indian School of Business (2003) |

Research interests

Brand Management
Brand equity measurement and management; retailer brand equity; nonprofit brand equity; destination brand equity and country brand equity.
Brand innovativeness measurement and management. Brand innovativeness and brand equity relationships. Consumer innovativeness and brand innovativeness relationships.
International marketing
Examining the impact of country-of-origin effects on brand equity. Branding of nations and developing country brand equity.
Marketing Communications
Examining the impact of celebrity endorsement, corporate sponsorship, source credibility, consumer innovativeness and brand innovativeness, on brand equity.
Modelling consumer decision making
Modelling consumer decision making in relation to brands using experimental designs, survey research and multivariate data analysis techniques including structural equations modelling.


View full publications list


  • Academy of Marketing Science
  • American Marketing Association
  • Australian Institute of Marketing
  • Australian and New Zealand Marketing Academy
  • Society for Consumer Psychology


2009 Outstanding Reviewer of the Year Award (Emerald Literati Network Awards for Excellence)
2006 UQ Business School Excellence Award for Research Merit
2000 Best Marketing Research Paper Award, American Marketing Association Summer 2000 conference (with Professor Ashish Sinha and Professor Peter Pokowski Leszeczyc)
2000 University of Adelaide Doctoral Scholarship
1998 Highly Commended Paper, Doctoral Colloquium, ANZMAC
1997 University of Waikato Masters Scholarship

Major research grants

Title Agency Year Amount
A Systematic Investigation of Willingness to Donate: New Theory and New Methods for Modelling of Blood Donation Behaviour (with Associate Professor Len Coote and Dr Mark Brown) The Australian Red Cross Blood Service 2012 $15,000
Examining the impact of country-of-origin on brand credibility (Early Career Research Grant) The University of Queensland 2009 $14,292
Examining the impact of marketing communications on brand image, brand equity (with Professor Bettina Cornwell, University of Oregon and Mr DA Cavalchini and Dr K Doherty, Australian Red Cross Blood Service) Australian Research Council 2008-2009 $131,058
New Staff Grant The University of Queensland 2006 $12,000
Retailer Effects on Consumer Based Brand Equity University of New England 2005 $3,895
Developing and validating a multidimensional scale for measuring retailer equity University of New England 2004 $2,997
A Theoretical Framework for Explaining the Relationships between Country of Origin Effects and Consumer Based Brand Equity University of New England 2002 $2,500
Conceptualising and Measuring Country Equity: the Value Associated with the Name of A Country, from A Marketing Prospective University of New England 2001 $1,200