Dr Dean Wilkie
Senior Lecturer
School of Marketing
College of Business and Law
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.
| 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 |
| 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 | - | - | - |
| 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 |
| Year | Citation |
|---|---|
| 2025 | Lipnickas, G., Plewa, C., Conduit, J., & Wilkie, D. (2025). Reducing Resource Expenditure in Value Co-Creation: A Path to Market-Shaping. Australasian Marketing Journal, 33(3), 310-324. |
| 2025 | Burgess, A. J., Joubert, A. M., Dolan, R., & Wilkie, D. C. H. (2025). Changing the game: empowering marketers as agents of change for diversity. Journal of Strategic Marketing, 1-26. |
| 2025 | Sansome, K., Conduit, J., & Wilkie, D. (2025). Acknowledging brand shortcomings: the interplay between negative disclosures, brand transparency, brand credibility, and word-of-mouth. Journal of Brand Management, 23 pages. |
| 2025 | Wilkie, D. C. H., Lipnickas, G., & Pham, N. T. A. (2025). Emotional contagion on social media: pathways, effects, and insights for marketers. Journal Of Marketing Management, online, 1-34. |
| 2025 | Dolan, R., Wilkie, D. C. H., Harrigan, P., Rao Hill, S., & Wastell, G. (2025). Please Forgive Me: A Pathway to Mitigating Negative Brand Engagement After an Influencer Scandal. Australasian Marketing Journal, 16 pages. |
| 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. Scopus6 WoS6 |
| 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. Scopus28 WoS23 |
| 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. Scopus8 WoS10 |
| 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. Scopus5 WoS7 |
| 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. Scopus5 WoS5 |
| 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. Scopus3 WoS3 |
| 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. Scopus1 |
| 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. Scopus26 WoS23 |
| 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. Scopus13 WoS10 |
| 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), 18 pages. Scopus28 WoS23 |
| 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. Scopus70 WoS57 |
| 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. Scopus24 WoS26 |
| 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. Scopus2 WoS1 |
| 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. Scopus21 WoS19 |
| 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. Scopus166 WoS137 |
| 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. Scopus9 WoS6 |
| 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. Scopus14 WoS14 |
| 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. Scopus5 WoS5 |
| 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. Scopus201 WoS177 |
| 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. Scopus5 WoS4 |
| 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. Scopus59 WoS55 |
| 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. 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. 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. Scopus3 WoS3 |
| 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. 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. 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. Scopus9 WoS8 |
| Year | Citation |
|---|---|
| 2025 | Gray, H., Wilkie, D., Burgess, A., & Dolan, R. (2025). Social Purpose Branding: Linking Activism to Wellbeing. In ANZMAC 2025. Sydney, Australia. |
| 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. |
| 2024 | Burgess, A., Gray, H., & Wilkie, D. (2024). Consumer Vulnerability: Caught Under the Influence(rs). In ANZMAC, 2024 - AI for Sustainable Marketing: Bridging Innovation and Responsibility. Hobart, Australia. |
| 2024 | Gray, H., Burgess, A., Wilkie, D., & Dolan, R. (2024). From Social Media Activism to Wellbeing: A Sequential Mediation Model Leveraging Social Purpose Branding. In file:///Users/harrietgray/Downloads/AM2024-PROCEEDINGS-.pdf. Cork, Ireland. |
| 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. |
| Date | Role | Research Topic | Program | Degree Type | Student Load | Student Name |
|---|---|---|---|---|---|---|
| 2025 | Principal Supervisor | How Female Leadership Enhances Brand Transparency and Builds Consumer Trust: A Mixed-Methods Investigation | Doctor of Philosophy | Doctorate | Full Time | Miss Tessa Ji |
| 2025 | Co-Supervisor | An exploration of the employment relationship of academics in Higher education the South Australian context | Doctor of Philosophy | Doctorate | Full Time | Ms Jean-Marie See |
| 2025 | Co-Supervisor | An exploration of the employment relationship of academics in Higher education the South Australian context | Doctor of Philosophy | Doctorate | Full Time | Ms Jean-Marie See |
| 2025 | Principal Supervisor | How Female Leadership Enhances Brand Transparency and Builds Consumer Trust: A Mixed-Methods Investigation | Doctor of Philosophy | Doctorate | Full Time | Miss Tessa Ji |
| 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 |
| 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 |
| 2020 | Principal Supervisor | Evolutionary Psychology triggers to engagement | Doctor of Philosophy | Doctorate | Part Time | Mr Liam Craig Moss |
| 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 |
| 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 |
| 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 | - |
| 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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