STAFF PROFILE
Dr Raju Mulye
Research Interests
Raju’s primary research interest lies in the application of social dilemma theory to resolving marketing and environmental issues. His other research interests include country-of-origin effect, consumer ethnocentrism, and branding.
Raju’s primary teaching responsibility over the last few years has been in the core course of marketing principles. He has also taught in the area of consumer behavior, marketing research, marketing models and other niche areas of marketing in both, undergraduate and postgraduate programs. He has been the recipient of several teaching awards and grants including RMIT’s Innovative Teaching Practice Award.
Raju has supervised three doctoral students to completion. He is currently supervising three doctoral students in the areas of environmental policy and social media marketing
- PhD, Monash University
- MBA (Marketing), Simon Fraser University, Canada
- B.Sc, University of Pune, India
- Saldanha, N.,Mulye, R.,Rahman, K. (2023). Cancel culture and the consumer: A strategic marketing perspective In: Journal of Strategic Marketing, 31, 1071 - 1086
- Saldanha, N.,Mulye, R.,Japutra, A. (2023). How do consumers interact with social media influencers in extraordinary times? In: Journal of Research in Interactive Marketing, , 1 - 16
- Salam, A.,Mulye, R.,Rahman, K. (2022). Eating for the soul: a netnographic study of the ethical motives for organic food consumption In: British Food Journal, 124, 4868 - 4887
- Jayawickramarathna, W.,Mulye, R.,Rahman, K.,Fry, T. (2021). Consumer resource integration in the subsistence marketplace: A comparative study of urban and rural consumers In: JOURNAL OF CONSUMER AFFAIRS, 55, 715 - 733
- Saldanha, N.,Mulye, R.,Rahman, K. (2020). A strategic view of celebrity endorsements through the attachment lens In: Journal of Strategic Marketing, 28, 434 - 454
- Jayawickramarathna, W.,Rahman, K.,Mulye, R.,Fry, T. (2019). Profitability in the rural bottom of the pyramid markets (BOP) from a business perspective: Evidence from Sri Lanka In: Bottom of the Pyramid Marketing, Emerald Group Publishing, Croydon, UK
- Saldanha, N.,Mulye, R.,Rahman, K. (2018). Who is the attached endorser? An examination of the attachment-endorsement spectrum In: Journal of retailing and consumer services, 43, 242 - 250
- Laud, G.,Karpen, I.,Mulye, R.,Rahman, K. (2015). The role of embeddedness for resource integration: Complementing S-D logic research through a social capital perspective In: Marketing Theory, 15, 509 - 543
- Ha, H.,Mulye, R. (2014). The role of perceived policy effectiveness in explaining climate change mitigation policy support behaviour In: Proceedings of the 2014 Biennial International Social Marketing Conference (AASM 2014), Melbourne, Australia, 17-18 July 2014
- Laud, G.,Rahman, K.,Mulye, R. (2013). Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East In: Advances in Consumer Research, 10, 90 - 94
- The identification of issues relating to the marketing orientation of managed funds. Funded by: Academic Research Grant from (2007 to 2007)
1 PhD Current Supervisions10 PhD Completions