Dean Wilkie

Dr Dean Wilkie

Senior Lecturer

Adelaide Business School

Faculty of Arts, Business, Law and Economics

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

My research interests encompass a diverse array of topics within the dynamic realm of branding. I am deeply engaged in exploring the intricacies of social media's influence on brand perception, investigating the potential of brand activism to create meaningful change, and delving into the realms of brand transparency and authenticity.

My curiosity extends to the intersections between brands and human psychology, where I draw insights from evolutionary psychology to understand the profound connections individuals form with brands. I am also an advocate for methodological diversity; I embrace various research approaches that uncover the mechanisms, drivers, and outcomes underlying effective branding initiatives.

By unravelling the complexities of branding, I seek to provide marketers with actionable insights that can shape responsible and impactful strategies. Moreover, I aspire to push theoretical boundaries, expanding my academic understanding of consumer behaviour and branding dynamics.

  • Appointments
    Date Position Institution name
    2012 - 2015 Senior Lecturer University of New South Wales
    2010 - 2011 Adjunct Lecturer University of New South Wales and University of Sydney
    2009 - 2010 Senior Global Product Manager Blackmores vitamins
    2007 - 2009 Senior Brand Manager Johnson and Johnson
    2001 - 2006 Senior Brand Manager Pfizer Healthcare
    1995 - 2001 National Grocery Buyer Franklins supermarkets

  • Awards and Achievements
    Date Type Title Institution Name Country Amount
    2019 Teaching Award Executive Dean Award for Student-Centred Learning University of Adelaide Australia -
    2019 Research Award Adelaide Business School Research Leadership Award University of Adelaide Australia -
    2015 Award AGSM MBA Teaching Excellence Award - - -
    2013 Award Australasian Marketing Journal reviewer of the year - - -
    2012 Award ANZMAC Best Paper in Product Innovation and Entreprenuer Track - - -
    2010 Award ANZMAC Best Paper in Product Innovation and Entreprenuer Track - - -

  • Education
    Date Institution name Country Title
    2010 - 2012 University of Sydney Australia PhD
    2001 - 2004 University of New South Wales Australia Masters of Commerce
    1995 - 1998 University of Western Sydney Australia Bachelor of Commerce

  • Journals
    Year Citation
    2025 Sansome, K., Conduit, J., & Wilkie, D. (2025). Consumers demand transparency… but do they actually engage? Exploring motives and interactions with brand transparency information. Journal of Business Research, 194, 115386.
    DOI
    2024 Sansome, K., Wilkie, D., & Conduit, J. (2024). Beyond information availability: Specifying the dimensions of consumer perceived brand transparency. Journal of Business Research, 170, 15 pages.
    DOI Scopus17
    2024 Gray, H., Dolan, R., Wilkie, D., Conduit, J., & Burgess, A. (2024). Social Purpose Branding Approaches: A Typology of How Brands Engage with a Social Purpose. European Journal of Marketing, 58(5), 1207-1240.
    DOI Scopus5
    2024 Lipnickas, G., Plewa, C., Conduit, J., & Wilkie, D. (2024). Reducing Resource Expenditure in Value Co-Creation: A Path to Market-Shaping. Australasian Marketing Journal, 15 pages.
    DOI
    2024 Mirzaei, A., Wilkie, D. C. H., & Burgess, A. J. (2024). Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?. Journal of Retailing and Consumer Services, 81, 15 pages.
    DOI Scopus3
    2024 Burgess, A., Wilkie, D. C. H., & Dolan, R. (2024). The power of beliefs: how diversity advertising builds audience connectedness. European Journal of Marketing, 58(9), 1969-1994.
    DOI Scopus1
    2024 Sansome, K., Conduit, J., & Wilkie, D. (2024). Consumer-based Conceptualisation of Brand Transparency: Scope, Characteristics, and Contextual Determinants. European Journal of Marketing, 58(12), 0885-1-0885-33.
    DOI Scopus1
    2024 Wilkie, D. C. H., Rao Hill, S., Silva, R. A., & Mirzaei, A. (2024). Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness. European Journal of Marketing, 58(12), 2705-2731.
    DOI
    2024 Fens, M., Wilkie, D. C. H., & Hill, S. R. (2024). Beyond brand personality. A multidimensional perspective of self-congruence (vol 38, pg 1529, 2022). JOURNAL OF MARKETING MANAGEMENT, 40(17-18), 1813.
    DOI
    2023 Burgess, A., Wilkie, D. C. H., & Dolan, R. (2023). Brand approaches to diversity: a typology and research agenda. European Journal of Marketing, 57(1), 60-88.
    DOI Scopus19 WoS2
    2023 Pink, C., Wilkie, D., & Graves, C. (2023). The impact of brand perceptions on the post-to-purchase journey: a family branding perspective. Journal of Product and Brand Management, 32(5), 737-751.
    DOI Scopus13 WoS3
    2023 Wilkie, D. C. H., Burgess, A. J., Mirzaei, A., & Dolan, R. M. (2023). Inclusivity in Advertising: A Typology Framework for Understanding Consumer Reactions. Journal of Advertising, 52(5), 721-738.
    DOI Scopus12 WoS1
    2022 Hugh, D. C., Dolan, R., Harrigan, P., & Gray, H. (2022). Influencer marketing effectiveness: the mechanisms that matter. European Journal of Marketing, 56(12), 3485-3515.
    DOI Scopus55
    2022 Wilkie, D. C. H., & Rao Hill, S. (2022). Beyond brand personality. A multidimensional perspective of self-congruence. Journal of Marketing Management, 38(13-14), 1529-1560.
    DOI Scopus19 WoS7
    2022 Charles Hugh Wilkie, D., Mirzaei, A., Pham, N., & Johnson, L. W. (2022). Reassessing product line breadth effectiveness: The role of heterogeneity, moderation, and cumulative effects. Journal of Business Research, 149, 434-447.
    DOI Scopus2
    2021 Burgess, A. J., Wilkie, D. C. H., & Dolan, R. (2021). Towards successful diversity initiatives: the importance of building audience connectedness. Journal of Marketing Management, 37(1-2), 1-18.
    DOI Scopus17 WoS7
    2021 Mirzaei, A., Wilkie, D. C., & Siuki, H. (2021). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12.
    DOI Scopus143
    2020 Lipnickas, G., Conduit, J., Plewa, C., & Wilkie, D. (2020). How much is enough? The role of effort in market shaping. Journal of Business and Industrial Marketing, 35(9), 1441-1451.
    DOI Scopus8 WoS4
    2020 Dwivedi, A., Miles, M., Oczkowski, E., Weerawardena, J., Johnson, L., & Wilkie, D. (2020). Buyer-seller relational engagement and seller brand equity. Journal of Business and Industrial Marketing, 35(8), 1311-1322.
    DOI Scopus13 WoS8
    2018 Wilkie, D., Johnson, L., & Chin, W. (2018). Does the type of attribute matter? Examining whether underlying factors explain product attribute preference. Journal of Brand Management, 25(4), 305-321.
    DOI Scopus4 WoS3
    2018 Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2018). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176-1204.
    DOI Scopus188 WoS116
    2017 Wilkie, D., & Johnson, L. W. (2017). The existence of double jeopardy within the order of entry effect. Journal of Strategic Marketing, 25(4), 334-341.
    DOI Scopus4 WoS3
    2016 Dwivedi, A., Wilkie, D., Johnson, L., & Weerawardena, J. (2016). Establishing measures and drivers of consumer brand engagement behaviours. Journal of Brand Management, 23(5), 41-69.
    DOI Scopus55 WoS40
    2016 Wilkie, D., & Johnson, L. (2016). Is there a negative relationship between the order-of-brand entry and market share?. Marketing Letters, 27(2), 211-222.
    DOI Scopus2 WoS1
    2015 Wilkie, D., Johnson, L., & White, L. (2015). The line extension dilemma: greater difference or similarity to existing products?. Journal of Brand Management, 22(6), 534-550.
    DOI Scopus9 WoS9
    2015 Wilkie, D., Johnson, L., & White, L. (2015). Asymmetric preferences for leaders and implications for followers. European Journal of Marketing, 49(7-8), 1256-1275.
    DOI Scopus3 WoS2
    2015 Wilkie, D., Johnson, L., & White, L. (2015). Overcoming late entry: the importance of entry position, inferences and market leadership. Journal of Marketing Management, 31(3-4), 409-429.
    DOI Scopus3 WoS1
    2012 Wilkie, D., Johnson, L., & White, L. (2012). The impact of low-price brands on the order of entry advantage. Journal of Marketing Management, 28(7-8), 957-973.
    DOI Scopus5 WoS4
    2012 Wilkie, D., Johnson, L., & White, L. (2012). Strategies used to defend pharmaceutical brands from generics. European Journal of Marketing, 46(9), 1195-1214.
    DOI Scopus8 WoS6

  • Conference Papers
    Year Citation
    2024 Burgess, A., Dolan, R., & Wilkie, D. (2024). Diversity marketing Agents. In Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Cardiff.
    2024 Burgess, A., Gray, H., & Wilkie, D. (2024). Beyond the Hype: Conceptualising Consumer Vulnerability And Harm In Influencer Marketing. In roceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Cardiff.
    2024 Gray, H., Dolan, R., Wilkie, D., & Burgess, A. (2024). Who Cares About Purpose? Identifying Consumer Segments For Social Purpose Branding. In Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Cardiff.
    2024 Neledva, M., Agarwal, A., & Wilkie, D. (2024). A conceptual exploration of motivation types as antecedents to subsequent tertiary learning outcomes. In Convergence of Business Research, Innovation, and Sustainable Development. Western Sydney University.
    2023 Burgess, A., Dolan, R., & Wilkie, D. (2023). Changing the Game: Empowering Marketers for Diversity. In ANZMAC Conference 2023. Ottago.
    2023 Graf, J., Wilkie, D., Burgess, A., & Dolan, R. (2023). Consumer Values Influence on Diversity Marketing. In ANZMAC conference proceedings. Ottago.
    2023 Wilkie, D., Conduit, J., & Wilkie, D. (2023). Transparency and Ecosystem Wellbeing: Facilitating Circular Economy. In ANZMAC conference proceedings. Ottago.
    2022 Sansome, K., Conduit, J., & Wilkie, D. (2022). Acknowledging Negatives? Understanding Valence In Perceived Brand Transparency. In ANZMAC conference proceedings. Perth.
    2019 Sansome, K., Wilkie, D., & Conduit, J. (2019). The multidimensional construct of transparency and its implications. In .. Wellington, New Zealand.
    2019 Schneider, R. G., Wilkie, D., & Conduit, J. (2019). Differentiating consumer co-creation behaviour: The role of selfcongruity and culture. In .. Wellington, New Zealand.
    2019 Fens, M., Wilkie, D., & Rao Hill, S. (2019). Self-congruity: Self-concept as a multidimensional construct. In Proceedings of the Annual ANZMAC Conference. Wellington.
    2019 Gray, H., Wilkie, D., & Dolan, R. (2019). Authenticity in social media sponsored posts. In 2019. Wellington.
    2019 Moss, L., Wilkie, D., & Plewa, C. (2019). An evolutionary perspective of sports consumption. In Australian and New Zealand Marketing Academy Conference proceedings. Wellington.
    2017 Wilkie, D., Johnson, L., Dolan, R., & Dwivedi, A. (2017). The Two Traditional Concepts Underlying Customer - Brand Engagement. In ANZMAC 2017 Conference proceedings. Melbourne.
    2016 Wilkie, D., Mirzaei, A., & Johnson, L. (2016). Product line length: Identifying underlying factors driving market share success.. In Marketing in a Post-Disciplinary Era ANZMAC 2016. Canterbury, New Zealand.
    2016 Wilkie, D. C. H., & Johnson, L. W. (2016). It is not about the Product Having Enhanced or Unique Product Attributes. In C. Campbell, & M. Junzhao (Eds.), Unknown Conference (pp. 762). Australia: Springer International Publishing.
    DOI
    2016 Wilkie, D., Mirzaei, A., & Johnson, L. W. (2016). Product line length: identifying underlying factors driving market share success. In Abstracts of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2016), as published in Marketing in a Post-Disciplinary Era: Proceedings (pp. 1000). Christchurch, NZ: University of Canterbury.
    2015 Wilkie, D., Mirzael, A., & Johnson, L. W. (2015). A forward looking framework to evaluate the product proliferation success. In 2015 ANZMAC Proceedings. Sydney.
    2015 Wilkie, D., & Dwivedi, A. (2015). Perceived quality–brand equity relationship: proposing and testing a mediating role of brand authenticity. In 2015 ANZMAC Proceedings. Sydney.
    2014 Wilkie, D. C. H., Johnson, L. W., & Chin, W. W. (2014). Understanding what constitutes a moderate level of incongruity. In 2014 ANZMAC Proceedings. Brisbane.
    2013 Wilkie, D. (2013). The double-edged sword of being the second entrant. In 2013 ANZMAC Proceedings. Adelaide.
    2013 Wilkie, D. C. H., & Johnson, L. W. (2013). It is not about the product being enhanced or unique. In 2013 Academy of Marketing Science World Marketing Conference Proceedings. Melbourne.
    2011 Wilkie, D., Johnson, L. W., & White, L. (2011). Understanding more about enhanced and unique product attributes. In 2011 ANZMAC Proceedings. Perth.
    2010 Wilkie, D., Johnson, L. W., & White, L. (2010). The impact of low price brands on the order of entry advantage. In Thought Leaders Conference in Brand Management proceedings. Lugano.
    2010 Wilkie, D., Johnson, L. W., & White, L. (2010). Leveraging brand associations in developing line extensions. In 2010 ANZMAC proceedings. Christchurch.
    2009 Wilkie, D., Johnson, L. W., & White, L. (2009). An empirical analysis of the impact of low price brands on the order of entry advantage. In 2009 ANZMAC Proceedings. Melbourne.

  • Current Higher Degree by Research Supervision (University of Adelaide)
    Date Role Research Topic Program Degree Type Student Load Student Name
    2024 Co-Supervisor Normalising sustainable food purchasing and consumption: Are consumer sustainable behaviours habitual or occasional? Doctor of Philosophy Doctorate Full Time Miss Chamali Amarakoon Mudiyanselage
    2024 Principal Supervisor Exploring Learning Theories within Higher Degree Marketing Courses Doctor of Philosophy Doctorate Full Time Miss Maria Neledva
    2020 Principal Supervisor Evolutionary Psychology triggers to engagement Doctor of Philosophy Doctorate Part Time Mr Liam Craig Moss

  • Past Higher Degree by Research Supervision (University of Adelaide)
    Date Role Research Topic Program Degree Type Student Load Student Name
    2020 - 2024 Co-Supervisor A Consumer-Based Conceptualisation of Brand Transparency: Understanding the Mechanisms and Dynamics of Perception Formation Doctor of Philosophy Doctorate Full Time Dr Kate Louise Sansome
    2020 - 2025 Co-Supervisor Effective Social Purpose Branding Implementation: A Conceptualisation and Empirical Analysis of Brand Approaches and Consumer Perceptions Doctor of Philosophy Doctorate Full Time Miss Harriet Gray
    2019 - 2022 Principal Supervisor Moving Towards a More Effective Consideration and Application of Diversity in Marketing Doctor of Philosophy Doctorate Full Time Miss Amelie Jay Burgess
    2018 - 2022 Co-Supervisor EVOLUTION OF MARKETS: MARKET SHAPING AND THE ROLE OF THE CONSUMER Doctor of Philosophy Doctorate Full Time Mr Gediminas Lipnickas

  • Other Supervision Activities
    Date Role Research Topic Location Program Supervision Type Student Load Student Name
    2018 - ongoing Principal Supervisor The role of culture in moderating atmospherics The University of Adelaide - Honours Full Time Amelie Burgess

  • Committee Memberships
    Date Role Committee Institution Country
    2023 - 2024 Director Yunus Centre for Business, Sustainability and Social Impact The University of Adelaide Australia
    2019 - ongoing Director Adelaide Buisness School Honours The University of Adelaide Australia
    2019 - 2019 Co-Chair 2018 ANZMAC organising committee University of Adelaide Australia
    2018 - 2019 Director Marketing Undergraduate Program The University of Adelaide Australia
    2014 - ongoing Co-Chair 2015 ANZMAC organising committee - -
    2014 - 2015 Director UNSW Industry engagement University of New South Wales -

  • Editorial Boards
    Date Role Editorial Board Name Institution Country
    2025 - ongoing Associate Editor Australian Journal of Management University of Adelaide Australia
    2020 - ongoing Associate Editor Journal of Marketing Management University of Adelaide Australia
    2013 - ongoing Board Member Australasian Marketing Journal - -
  • Position: Senior Lecturer
  • Phone: 83137112
  • Email: dean.wilkie@adelaide.edu.au
  • Campus: North Terrace
  • Building: Nexus 10, floor 10
  • Org Unit: Marketing
Connect With Me
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