Accepting PhD Students

PhD projects

Raisa is accepting postgraduate research students in the areas of: • Social media marketing, • Corporate branding within organisational networks, and • Internal branding.


Research output per year

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Personal profile


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).  

Since 2018, Raisa has led the teaching for the Digital & Social Media Marketing BA (Hons) degree (modules: Digital Marketing in the Contemporary World, Social Media Marketing and Search Engine Optimisation). She has close links with industry and colleagues, which she used to provide both external and internal validation for this degree, and to organise the Institute of Data and Marketing accreditation (2019). She is very passionate about developing employer-attractive graduates. See: her BlogTwitter, and LinkedIn profiles for examples of her work in this area. She is currently working on leading implementation for a collaborative soft-skills-building initiative within the Department of Logistics, Marketing, Hospitality, and Analytics. 

Raisa is very friendly and collegial and has contributed to developing a collaborative community of excellence at the University of Huddersfield. This includes organising international Visiting Professor research seminars, introducing a degree outcome goal-setting initiative, providing support and advice, and making suggestions to senior managers.


Research Expertise and Interests

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

  • Corporate rebranding
  • Internal branding &
  • Within networks (of retail franchise systems)

She has published this work 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 organisations and international partners on social media projects that extend her research on corporate branding networks. She is supervising a PhD project on social-commerce customer experiences and undergraduate research on social media marketing.


Research Expertise and Interests

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

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Research Output

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

  • 3 Citations (Scopus)

    Volunteer Retention Motives and Determinants across the Volunteer Lifecycle

    Merrilees, B., Miller, D. & Yakimova, R., 7 Nov 2019, In : Journal of Nonprofit and Public Sector Marketing. 22 p.

    Research output: Contribution to journalArticle

  • 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

    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

  • 13 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

  • 29 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