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 a tenured Associate Professor of Marketing in the UQ Business School, Australia. Earlier, he was a Senior Lecturer at the University of New England (UNE), Australia.

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), and examines how marketing communications (e.g. advertising, celebrity endorsement, sponsorship) can shape consumer attitudes and brand perceptions. This is done mainly using quantitative methods including experimental designs, survey research, and multivariate data analysis techniques including structural equations modelling.

Ravi received a PhD in marketing from the University of New England. His PhD research findings demonstrated that a product's country of origin can influence brand equity. These results were published in the Journal of International Business Studies and the European Journal of Marketing. Papers originating from his PhD thesis have been downloaded more than 33,000 times (As of May 2015) since 2006.

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 Technology (in Mechanical engineering) from JNTU in India, awarded with First Class and Distinction.

Further information about Ravi is available at the following links.

| 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 |


Research Publications

Ravi's research on sponsorship, brand equity, 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 International Business Studies |

| European Journal of Marketing | International Business Review |

| Journal of Marketing Education | Journal of Retailing and Consumer Services |

| Journal of Business Research | Journal of Product & Brand Management |

Collectively, Ravi's research papers have been downloaded more than 75,000 times (As of May 2015) since 2006 .

Research Grants

Ravi's research has attracted competitive grant funding from external organisations as well as internal competitive grants from University of New England and University of Queensland. He 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. The research resulted in the development of a new method for mapping consumer brand association networks, and a model for explaining how communication portfolios (e.g. celebrity endorsement and corporate sponsorship) affect the image and brand equity of non-profit brands. Part of the results of this research have been published in the Journal of the Academy of Marketing Science.

Awards & Distinctions

Ravi's research has been recognised in the form of awards from national and international organisations. In 2009, Ravi received an Outstanding Reviewer of the Year Award from Emerald Literati Network. In 2006, he received the UQ Business School Research Excellence Award. His work was recognised by the American Marketing Association (Best Marketing Research Paper Award [with Professors A. Sinha and P. Leszeczyc] - 2000 Summer AMA) and by the Australian and New Zealand Marketing Academy (Highly Commended Doctoral Colloquium Paper - 1998).


Teaching Interests

As of 2015, Ravi teaches courses in research methods (RBUS6903 Quantitative Business Research Methods II [Structural Equation Modelling]) and RBUS6931 Scientific Method in Management) for honours and PhD students, and MKTG7510 Market and Consumer Research for postgraduate students.

Ravi taught several undergraduate (RBUS2900 Business Research Methods [2006-2012], International Marketing [2008] & Retail Management [2008-2009]), postgraduate (International Marketing [2010] and Marketing Management [2006-2007]) and MBA (Introduction to Marketing [2006-2007]) level courses at the UQ Business School.

Earlier, between 2000 and 2005, Ravi taught MBA-level courses (MBA731 Marketing Management & MBA736 International Marketing) at the University of New England Business School. Before that, he taught Market Research at the University of Waikato.

Teaching Evaluations

Ravi was one of the finalists for a 2014 University of Queensland Teaching Excellence Award. He was a nominee for the UQ Business School Teaching Excellence Award, in 2013, 2014 and 2015. His student teaching evaluations are available from 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 |

Honours/PhD Supervision

Ravi's research students (2 PhD & 4 honours since 2006) have achieved publications from their theses in internationally recognised journals (e.g. European Journal of Marketing & Journal of Business Research) and presented their work at prestegious international conferences (e.g., Academy of Marketing Science, American Marketing Association, ANZMAC, Society for Consumer Psychology and World Marketing Congress).

The students have achieved positions in academia (Cardiff University, University of Melbourne & University of Queensland) and the industry (British American Tobacco, Colmar Brunton and Swissotel).

Ravi is available for research supervision to marketing students in the areas of brand equity, brand innovativeness, celebrity endorsement, consumer innovativeness, corporate sponsorship, country-of-origin effects and retail brand extensions. He also offers cosupervision in the area of research methods (e.g. experimental design, survey research, advanced statistics and multivariate data analysis).


Editorial Board Membership

Asia Pacific Journal of Marketing and Logistics


Ad hoc Reviewer

| Journal of International Marketing | Journal of Business Research | Journal of Advertising |

| Journal of Sports Management | International Marketing Review | European Journal of Marketing |

| Industrial Marketing Management | Journal of Retailing and Consumer Services |

| Australasian Marketing Journal | Journal of Brand Management | Service Industries Journal |

Ravi is also an Assessor on the Australian Research Council's (ARC) grants review panel.

Conference Serivce

Ravi co-chaired the Marketing Research and Research Methodologies track at the 2006 ANZMAC conference and the International Marketing track at the 2013 ANZMAC conference. He is co-chairing the Advertising and Sales Promotion track at the 2015 ANZMAC.

Conference Presentations

Ravi has presented his research at international marketing conferences organized by the American Marketing Association, INFORMS, Society for Consumer Psychology, Academy of Marketing, Academy of Marketing Science and Australian and New Zealand Marketing Academy.

Invited Seminars

Ravi presented invited seminars at the University of Adelaide, the University of New England, Australia, the University of New South Wales, and Symbiosis Institute of Media and Communication.

Visiting Positions

Ravi was a visiting research scholar at the Indian School of Business (2003), University of Michigan (2009), University of Adelaide (2009) and the University of Oregon (2013).