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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.

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.

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

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

Research Output 2007 2019

1 Citation (Scopus)

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
3 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