Rate My Professor Ravi Pappu

His research focuses on branding, advertising, international marketing, and innovation, particularly modeling consumer decisions for diverse brands and the impact of marketing communications such as celebrity endorsements and sponsorships. Core areas include consumer-based brand equity, corporate sponsorship, brand innovativeness, retailer and country brand equity, and country-of-origin effects. Publications in premier journals like the Journal of International Business Studies and Journal of the Academy of Marketing Science include “How does brand innovativeness affect brand loyalty?” (2016), “Corporate sponsorship as an image platform” (2014), “Celebrity endorsement, brand credibility and brand equity” (2011), and “Country image and consumer-based brand equity” (2007). His work has over 370,000 reads/downloads. Awards encompass UQ Business School Teaching and Research Excellence Awards, 2018 JPBM most impactful article award, and 2000 AMA Best Marketing Research Paper. Pappu teaches quantitative research methods and strategic branding, serves on editorial boards of Journal of International Marketing, Journal of Business Research, and others, and was Associate Editor of International Journal of Consumer Studies (2020-2024). He is a Fellow of the Academy of Marketing Science and Fellow CPM of the Australian Marketing Institute.