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 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.
Scopus12024 Gray, H., Dolan, R., Wilkie, D., & Conduit, J. (2024). Social Purpose Branding Approaches: A Typology of How Brands Engage with a Social Purpose. European Journal of Marketing. 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.
Scopus3 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.
Scopus4 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.
Scopus2 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.
Scopus122022 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.
Scopus10 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.
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.
Scopus8 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.
Scopus662020 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.
Scopus6 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.
Scopus8 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.
Scopus3 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.
Scopus149 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.
Scopus44 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.
Scopus2 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.
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Book Chapters
Year Citation 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.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 762). Australia: Springer International Publishing.
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Conference Papers
Year Citation 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. -
Conference Items
Year Citation 2019 Sansome, K., Wilkie, D., & Conduit, J. (2019). The multidimensional construct of transparency and its implications. Poster session presented at the meeting of .. Wellington, New Zealand. 2019 Schneider, R. G., Wilkie, D., & Conduit, J. (2019). Differentiating consumer co-creation behaviour: The role of selfcongruity and culture. Poster session presented at the meeting of .. Wellington, New Zealand. 2019 Fens, M., Wilkie, D., & Rao Hill, S. (2019). Self-congruity: Self-concept as a multidimensional construct. Poster session presented at the meeting of Proceedings of the Annual ANZMAC Conference. Wellington. 2019 Gray, H., Wilkie, D., & Dolan, R. (2019). Authenticity in social media sponsored posts. Poster session presented at the meeting of 2019. Wellington. 2019 Moss, L., Wilkie, D., & Plewa, C. (2019). An evolutionary perspective of sports consumption. Poster session presented at the meeting of 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. Poster session presented at the meeting of ANZMAC 2017 Conference proceedings. Melbourne. 2016 Wilkie, D., Mirzaei, A., & Johnson, L. (2016). Product line length: Identifying underlying factors driving market share success.. Poster session presented at the meeting of Marketing in a Post-Disciplinary Era ANZMAC 2016. Canterbury, New Zealand. 2016 Wilkie, D., Mirzaei, A., & Johnson, L. W. (2016). Product line length: identifying underlying factors driving market share success. Poster session presented at the meeting of Abstracts of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2016), as published in Marketing in a Post-Disciplinary Era: Proceedings. Christchurch, NZ: University of Canterbury. 2015 Wilkie, D., Mirzael, A., & Johnson, L. W. (2015). A forward looking framework to evaluate the product proliferation success. Poster session presented at the meeting of 2015 ANZMAC Proceedings. Sydney. 2015 Wilkie, D., & Dwivedi, A. (2015). Perceived quality–brand equity relationship: proposing and testing a mediating role of brand authenticity. Poster session presented at the meeting of 2015 ANZMAC Proceedings. Sydney.
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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 Principal Supervisor Normalising sustainable food purchasing and consumption: Are consumer sustainable behaviours habitual or occasional? Doctor of Philosophy Doctorate Full Time Miss Chamali Amarakoon Mudiyanselage 2020 Co-Supervisor The power of purposeful brands: An exploration of purposeful brands and their interactions Doctor of Philosophy Doctorate Full Time Miss Harriet Gray 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 Miss Kate Louise Sansome 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 2019 - 2019 Co-Chair 2018 ANZMAC organising committee 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 2020 - ongoing Associate Editor Journal of Marketing Management University of Adelaide Australia 2013 - ongoing Board Member Australasian Marketing Journal - -
Connect With Me
External Profiles
