Associate Professor Ravi Pappu
Ravi Pappu
Associate Professor in Marketing
  • PhD, Marketing (University of New England)
  • GradCertHigherEd, Higher Education (University of New England)
  • PGDipMktg (Dist), Marketing (University of Waikato)
  • MBA (Dist), Marketing (University of Waikato)
  • BTech (Class 1, Dist), Mechanical Engineering (JNTU, India)
+61 7 334 68089
Room 416, Colin Clark Building, St. Lucia Campus

    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 202,000 timessince 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 |

    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 2018, Ravi teaches courses in quantitative research methods and applied statistics for honours and PhD students, and market research for postgraduate students.

    Distinctions (Teaching)

    • 2016 - Nominee - University of Queensland Teaching Excellence Award
    • 2015 - UQ Business School Teaching Excellence Award
    • 2015 - Finalist - University of Queensland Teaching Excellence Award
    • 2014 - Finalist - University of Queensland Teaching Excellence Award
    • 2014 - Nominee - UQ Business School Teaching Excellence Award
    • 2013 - Nominee - UQ Business School Teaching Excellence Award

    Teaching Evaluations (Click on the following links to view student evaluations in pdf)


    • RBUS6903 Quantitative Business Research Methods II | 2015 | 2014 | 2013 |
    • RBUS6902 Quantitative Business Research Methods I |2017| | 2016 |
    • RBUS6931 Scientific Method in Management II |2015 | 2014 | 2013 | 2012 | 2011 |
    • RBUS6931 Scientific Method in Management I |2017|


    • MKTG7510 Market and Consumer Research |2017| | 2016 | 2015 | 2014 |
    • MKTG7506 International Marketing (2010)


    • RBUS2900 Business Research Methods | 2012 | 2010 | 2008 |
    • MKTG2504 International Marketing (2007 - 2008)
    • MKTG2505 Retail Management (2008 - 2009)
    • 0346352 Marketing Research (1999) (University of Waikato)


    • 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 in marketing. 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).


    • ​S. Prugsamatz (2010) - Higher Education Choice (employed at Norwegian University of Science and Technology)
    • M. Chien (2009) - Corporate sponsorship (employed at the UQ Business School)


    • S.C. Yu (2013) - Celebrity portfolios (PhD at the University of Sydney Business School)
    • A. Spry (2007) - Celebrity endorsement (Colmar Brunton and University of Melbourne)
    • M. Chong (2006) - Consumer innovatioveness (Swissôtel)
    • P. Stower (2006) - Multiple celebrity endorsement (British American Tobacco)

    3. SERVICE


    Editorial Board Membership

    Ad hoc Reviewer

    | Industrial Marketing Management | International Marketing Review | Journal of Sport Management | Journal of Advertising | Journal of Brand Management | Journal of Business Research | 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 | Australian and New Zealand Marketing Academy | Marketing Science | World Marketing Congress |

    Invited Seminars

    | 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) |

    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) |

    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