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)

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

  • Ravi received a PhD in marketing from University of New England (UNE).
  • 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, Ravi received a Bachelor's degree in Technology (in Mechanical engineering) from JNTU in India, awarded with First Class and Distinction.

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


Research Interests

Ravi's research interests encompass the areas of brand management, international marketing and marketing communications.

  • His current research focuses on modelling consumer decision making in relation to different types of brands (e.g. manufacturers, retailers, nonprofits and countries).
  • He also examines 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 Publications

Ravi's 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. Since 2006, a selection of his research papers have been downloaded more than 86,000 times (As of 1 July 2015).

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 also attracted several internal competitive grants from University of New England and University of Queensland.

Awards & Distinctions


Teaching Experience

As of 2015, Ravi teaches courses in quantitative research methods and applied statistics for honours and PhD students, and market research for postgraduate students.

He taught numerous undergraduate, postgraduate and MBA courses at the UQ Business School since 2006.



  • International Marketing (2010)


Earlier, between 2000 and 2005, Ravi taught MBA-level courses at the University of New England Business School.

  • MBA731 Marketing Management (2002-2005)
  • MBA736 International Marketing (2004-2005)

Before that, he taught undergraduate Market Research at the University of Waikato.

Teaching Evaluations

Ravi is a finalist for a University of Queensland Teaching Excellence Award (2014 and 2015) and a nominee for the UQ Business School Teaching Excellence Award (2013, 2014 and 2015).

His student teaching evaluations are available in pdf at the following links.

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

Honours/PhD Supervision

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

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

His research students (2 PhD and 4 honours between 2006 and 2013) have achieved publications from their theses in internationally recognised journals.

​The students also presented their work at prestegious international conferences.

The students have achieved academic positions, PhD scholarships and positions in the industry.

  • Cardiff University (2015)
  • University of Sydney (2014)
  • University of Melbourne (2013)
  • Norwegian University of Science and Technology (2012)
  • University of Queensland (2010)
  • Colmar Brunton (2008)
  • British American Tobacco (2007)


Editorial Board Membership


Ad hoc Reviewer


Conference Serivce

Conference Presentations

Invited Seminars

Visiting Positions