Rate My Professor Jasmina Ilicic

Jasmina Ilicic is an Associate Professor of Marketing in the Department of Marketing at Monash Business School, Monash University. She holds a Ph.D. in Marketing and previously served as a Lecturer in Marketing at the University of Adelaide. Prior to her academic career, she worked in the advertising industry with brands including L'Oréal and Pfizer. Her research interests include spokesperson effectiveness with influencers and celebrities, strategic brand element design encompassing logos, brand names, and packaging, and minimising harms of addictive product marketing such as gambling, food, and tobacco. Research area keywords encompass brand name development, spokespeople in advertising, brand authenticity, consumer-brand relationships, brand logo design, addictive products, celebrities and influencers, and social marketing. Her work contributes to UN Sustainable Development Goals 3 (Good Health and Well-being) and 12 (Responsible Consumption and Production).

Ilicic has received major awards including the 2016 Australian and New Zealand Marketing Academy Emerging Researcher of the Year Award, 2016 Dean’s Award for Excellence in Research by an Early Career Researcher, 2016 Emerald Literati Network Awards for Excellence Outstanding Paper, 2018 Australian and New Zealand Marketing Academy Overall Best Conference Paper Award, 2019 Australian and New Zealand Marketing Academy Best Paper in Marketing Communications Track Award, and 2022 Emerald Literati Outstanding Associate Editor Award for the European Journal of Marketing. She serves as Regional Editor (Asia Pacific) for the European Journal of Marketing, having been Associate Editor from 2019 to 2023, and has undertaken peer review for the International Journal of Research in Marketing since 2018 and Journal of Business Research since 2017. Her publications appear in premier journals such as Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing. Key publications include "Snyre for your nasal congestion: using phonesthemes to imbue non-word brand names with meaning" (Journal of Consumer Psychology, 2024), "Two together is better than two apart: examining multi-celebrity endorsement effectiveness" (International Journal of Advertising, 2025), "Divine connection: religious brand name priming" (European Journal of Marketing, 2025), and "Google search interest versus self-report surveys: examining predictors of gambling expenditure in Australia" (Australasian Marketing Journal, 2025). She teaches MKF5231 Establishing and Building Strong Brands and MKF2521 Brand Management.