Accepting PhD Students

PhD projects

Raisa is accepting postgraduate research students in the areas of: Social media marketing and brand-building; Digital marketing skills and competencies; and Corporate branding.

  • 82 Citations
  • 4 h-Index

Research output per year

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Personal profile

Google Scholar h-Index

7 Last checked 15th September 2020.


Raisa has over 15 years of academic work experience at top Australian universities (including Monash University - QS 58, Times 75, and The University of Melbourne - QS 38, Times 32). 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, Victoria University, Australia, 2010-2011). Her PhD in Marketing was in the area of internal corporate branding (Monash University, Australia).  

Raisa leads the teaching for Digital Marketing in the Contemporary World, Social Media Marketing and Search Engine Optimisation, & Web Design and Management. She oversaw the accreditation for the Digital and Social Media Marketing BA (Hons). She is very passionate about developing employer-attractive graduates. See: her Twitter and LinkedIn profiles for examples of her work in this area. See also successful inbound digital marketing campaigns for our Digital and Social Media Marketing BA (Hons) students: Eat with Enya, & Reflecting on… Talking Bull




Research Expertise and Interests

Raisa's research is in the areas of:

  • Corporate branding
  • Digital marketing skills and competencies
  • Social media marketing and brand-building

She specialises in the following research methods:

  • Case study methodology
  • In-depth interviews

She has published in International Journal of Management Reviews (ABS 3*), 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 organizations and international partners to extend her research on corporate branding networks by investigating social media adoption within not-for-profit organisations.


Research Expertise and Interests

  • 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.

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Research Output

  • 82 Citations
  • 4 h-Index
  • 6 Article

Volunteer Retention Motives and Determinants across the Volunteer Lifecycle

Merrilees, B., Miller, D. & Yakimova, R., 31 Mar 2020, In : Journal of Nonprofit and Public Sector Marketing. 32, 1, p. 25-46 22 p.

Research output: Contribution to journalArticle

  • 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

    Open Access
  • 6 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

  • 4 Citations (Scopus)

    The role of staff engagement in facilitating staff-led value co-creation

    Merrilees, B., Miller, D. & Yakimova, R., 18 Apr 2017, In : Journal of Service Management. 28, 2, p. 250-264 15 p.

    Research output: Contribution to journalArticle

  • 15 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

  • 33 Citations (Scopus)


    • 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