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Personal profile


Raisa joined the University of Huddersfield in 2018 as a Senior Lecturer in Marketing with the Business School. Previously she held posts as a Postdoctoral Research Fellow (Griffith University, 2011-2013), and a Lecturer in Marketing (University of Bradford, United Kingdom, 2014-2017, and Victoria University, Australia, 2010-2011). Her PhD in Marketing was in the area of internal corporate branding. She completed her PhD at Monash University (Australia) where she also worked as a research assistant.


Research expertise and interests

Raisa has worked on a number of corporate branding projects on the topics:

  • Corporate rebranding,
  • Internal branding, and
  • Within networks (of retail franchise systems).

She has published this work in International Journal of Management Reviews (ABS 4*), Industrial Marketing Management (ABS 3*), Journal of Service Management (ABS 2*, Impact Factor 3.414), Journal of Brand Management, and Journal of Business and Industrial Marketing (ABS 2*). She is currently collaborating with local organisations and international partners on social media projects that extend her research on corporate branding networks. She is supervising a PhD project on managing customer experiences of social commerce.



Module leader for:

BFK0018 Digital marketing in the contemporary world (Undergraduate)

BIK0025 Social media marketing and search engine optimisation (Undergraduate)

BMK0145 Social media marketing (Masters)


Professional association membership

Institute of Direct and Digital Marketing


Research degree supervision

Raisa is accepting postgraduate research students in the areas of:

  • Social media marketing,
  • Corporate branding networks, and
  • Internal branding.



  • Corporate branding
  • Social media marketing
  • Internal branding
  • Corporate rebranding

Fingerprint Dive into the research topics where Raisa Yakimova is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Managers Engineering & Materials Science
conceptual framework Earth & Environmental Sciences
methodology Earth & Environmental Sciences
Rebranding Business & Economics
Branding Business & Economics
Corporate branding Business & Economics
Champions Business & Economics
Business marketing Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2007 2019

Formal control influence on franchisee trust and brand-supportive behavior within franchise networks

Yakimova, R., Owens, M. & Sydow, J., 1 Jan 2019, In : Industrial Marketing Management. 76, p. 123-135 13 p.

Research output: Contribution to journalArticle

Formal control
2 Citations (Scopus)

Brand Champion Behaviour: Its Role in Corporate Branding

Yakimova, R., Mavondo, F., Freeman, S. & Stuart, H., 1 Nov 2017, In : Journal of Brand Management. 24, 6, p. 575-591 17 p.

Research output: Contribution to journalArticle

Corporate branding
Brand strategy
Corporate brand
7 Citations (Scopus)

The Role of Staff Engagement in Facilitating Staff-Led Value Co-Creation

Yakimova, R., Merrilees, B. & Miller, D., 1 Jan 2017, In : Journal of Service Management. 28, 2, p. 250-264 15 p.

Research output: Contribution to journalArticle

conceptual framework
Value co-creation
27 Citations (Scopus)

Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process

Yakimova, R., Miller, D. & Merrilees, B., 1 Jan 2014, In : International Journal of Management Reviews. 16, 3, p. 265-289 25 p.

Research output: Contribution to journalArticle

21 Citations (Scopus)

Branding the Business Marketing Offer: Exploring Brand Attributes in Business Markets

Yakimova, R., Beverland, M. & Napoli, J., 1 Oct 2007, In : Journal of Business and Industrial Marketing. 22, 6, p. 394-399 6 p.

Research output: Contribution to journalArticle

Business marketing
Business markets
Brand identity
Design methodology

Activities 2004 2017

  • 4 Oral presentation

Franchise Commitment and Co-operation

Raisa Yakimova (Speaker), Martin Owens (Speaker)
7 Sep 2017

Activity: Talk or presentation typesOral presentation

Engaging Internal Stakeholders: Revitalising Not-For-Profit Organisations through Rebranding

Raisa Yakimova (Speaker), Bill Merrilees (Speaker), Dale Miller (Speaker)
17 Jul 2013

Activity: Talk or presentation typesOral presentation

Practices, Corporate Communication and Internal Branding: Identity-Aligned Behaviour among Organisational Members

Raisa Yakimova (Speaker), Felix Mavondo (Speaker), Susan Freeman (Speaker)
15 May 2012

Activity: Talk or presentation typesOral presentation

Brand Repositioning Capabilities: Enablers of Ongoing Brand Management

Raisa Yakimova (Speaker), Michael Beverland (Speaker)
29 Nov 2004

Activity: Talk or presentation typesOral presentation