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Dr Raisa Yakimova

PositionLecturer in Marketing
DepartmentSchool of Management
Telephone+44 (0)1274 234384
LinkedInVisit my LinkedIn profile

PhD Supervision

Amir Roshanzamir (DBA student)

Teaching and Supervisory Responsibilities

  • Brand Management
  • Integrated Marketing Communications
  • Marketing Management and Strategy (with simulation)
  • Corporate Marketing
  • Marketing Communications

Administrative Responsibilities

  • MSc in Strategic Marketing Programme Leader


Raisa previously worked in Australia as a Postdoctoral Research Fellow at Griffith University (2011-2013) and a Lecturer in Marketing at Victoria University (2010). Her research focus is corporate marketing, including internal branding and corporate rebranding. She has published in International Journal of Management Reviews, Journal of Brand Management, and Journal of Business and Industrial Marketing. 

Research Areas

  • Internal branding
  • Corporate rebranding
  • Corporate marketing
  • Celebrity branding 

Current Projects

Raisa is currently working on research projects in the areas of celebrity branding and franchise branding. The franchise branding research investigates how retail franchises foster brand-supportive franchisee behaviour. This research involves leading Australian retail franchises.


Refereed journal articles

Raisa Yakimova, Felix Mavondo, Susan Freeman, and Helen Stuart (forthcoming) Brand champion behaviour: Its role in corporate branding, Journal of Brand Management.

Merrilees, B., Miller, D. and Yakimova, R. (2017) The role of staff engagement in facilitating staff-led value co-creation, Journal of Service Management, 28(2), pp. 250-264, Impact factor: 2.897.

Miller, D., Merrilees, B. and Yakimova, R. (2013) Corporate rebranding: an integrative review of major enablers and barriers to the rebranding process, International Journal of Management Reviews, DOI: 10.1111/ijmr.12020. ABS 3

Beverland, M., Napoli, J. and Yakimova, R. (2007), “Branding the business marketing offer: exploring brand attributes in business markets”, Journal of Business and Industrial Marketing, 22(6), pp. 394-399. ABS 2

Yakimova, R. and Beverland, M. (2005), “The brand supportive firm: an exploration of organisational drivers of brand-updating”, Journal of Brand Management, 12(6), pp. 445-460.

Peer-reviewed conference proceedings

Yakimova, R. and Owens, M. (2017) Franchisee commitment and co-operation, British Academy of Management, September 5-7, Coventry, United Kingdom

Yakimova, R. (2016) Exchange rules underpinning franchisee brand-supportive behaviour: A social exchange and social identity theory perspective, 11th Global Brand Conference, April 27-29, Bradford, England.

Yakimova, R., Merrilees, B. and Miller, D. (2013), Engaging internal stakeholders: revitalizing not-for-profit organizations through rebranding, World Marketing Congress, Melbourne, Australia, July 17-20.

Yakimova, R., Freeman, S. and Mavondo, F. (2012), Practices, corporate communication and internal branding: identity-aligned behaviour among organisational members, Consortium for International Marketing Research (CIMaR) Annual Conference, 2012, Taipei, Taiwan, May 15-18.

Yakimov, R. and Beverland, M. (2004), “Brand repositioning capabilities: enablers of ongoing brand management”, Australia and New Zealand Marketing Academic Conference, Wellington, New Zealand, November 29 – December 1.

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