Rate My Professor Julie Napoli

Napoli's research specializations include consumer-based brand authenticity, brand equity and management, nonprofit brand orientation, advertising effects and gender stereotypes, stigmatization of vegans, paradoxes in women’s sport sponsorship communication, climate emotions among tourism employees, and brand co-creation via user-generated content. She has authored 38 publications, accumulating over 2,400 citations. Key works feature the highly cited "Measuring Consumer-Based Brand Authenticity" (with S.J. Dickinson, M.B. Beverland, F. Farrelly; Journal of Business Research, 2014; over 1,300 citations), "Brand Management in Small to Medium-Sized Enterprises" (Entrepreneurship Theory and Practice, 2008; cited 555 times), "Can All Brands Innovate in the Same Way? A Typology of Brand Innovators" (with M.B. Beverland; Journal of Product Innovation Management, 2010), "The Brand Authenticity Continuum: Strategic Approaches for Building Value" (2016), "The Impact of Nonprofit Brand Orientation on Organisational Performance" (2010), "Vegan Stories: Revealing Archetypes and Their Moral Foundations" (2020), "Through the Eyes of Non-Vegans: Using Photovoice to Explore the Stigmatisation of Vegans" (Qualitative Market Research, 2024), "The Paradox of Challenging and Reinforcing Stereotypes in Women’s Sport Sponsor Communication" (Journal of Marketing Management, 2023), and "Crafting a New Normal: An Examination of Cosmetic Surgery Websites Promoting the Mummy Makeover" (2025). Napoli received a Curtin University Tier 1 Research Grant in 2005 ($14,000, with Dr Michael Beverland) and the Journal of Marketing Management 2017 Reviewer Award. Her scholarship advances understanding of authentic branding in commercial, nonprofit, franchise, SME, and social marketing contexts.