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.
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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
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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.
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.
Scopus162024 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.
Scopus52024 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.
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.
Scopus22024 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.
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.
Scopus12024 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.
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.
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.
Scopus18 WoS22023 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.
Scopus12 WoS32023 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.
Scopus10 WoS12022 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.
Scopus532022 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.
Scopus19 WoS72022 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.
Scopus22021 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.
Scopus15 WoS72021 Mirzaei, A., Wilkie, D. C., & Siuki, H. (2021). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12.
Scopus1372020 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.
Scopus8 WoS42020 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.
Scopus13 WoS82018 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.
Scopus4 WoS32018 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.
Scopus187 WoS1162017 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.
Scopus4 WoS32016 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.
Scopus54 WoS402016 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.
Scopus2 WoS12015 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.
Scopus9 WoS92015 Wilkie, D., Johnson, L., & White, L. (2015). Asymmetric preferences for leaders and implications for followers. European Journal of Marketing, 49(7-8), 1256-1275.
Scopus3 WoS22015 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.
Scopus3 WoS12012 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.
Scopus5 WoS42012 Wilkie, D., Johnson, L., & White, L. (2012). Strategies used to defend pharmaceutical brands from generics. European Journal of Marketing, 46(9), 1195-1214.
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. 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.
DOI2016 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.
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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
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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 - -
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