Jasmina Ilicic

Assoc Professor


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Personal profile


Jasmina Ilicic is an Associate Professor of Marketing in the Monash Business School. Jasmina holds a Ph.D. in Marketing from Macquarie University, Sydney. Prior to her academic career, Jasmina worked in the advertising industry with several internationally recognised brands including L'Oreal and Pfizer. Her current research interests focus on the influence of facial feature characteristics on spokesperson effectiveness and the design of brand elements (logos, brand names, and packaging). Jasmina has published in international academic journals such as International Journal of Research in Marketing, European Journal of Marketing, Psychology & Marketing, Journal of Business Research, Marketing Letters, and Journal of Brand Management. Jasmina is the recipient of various research awards including the 2019 Australian and New Zealand Marketing Academy Best Paper in Marketing Communications Track Award, 2018 Australian and New Zealand Marketing Academy Overall Best Conference Paper Award, 2016 Australian and New Zealand Marketing Academy Emerging Researcher of the Year Award (judged as an early career researcher to have made the most significant contribution to marketing knowledge through research of high standing), and  2016 Dean’s Award for Excellence in Research by an Early Career Researcher. Her co-authored paper "Consumer Values of Corporate and Celebrity Brand Associations" in Qualitative Market Research: An International Journal was awarded Outstanding Paper in the 2016 Emerald Literati Network Awards for Excellence for its contribution to the body of knowledge and relevance to practice. She currently serves as an Associate Editor for European Journal of Marketing.   

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Monash teaching commitment

MKF5231 Strategic Brand Management

MKF3621 Advertising Management and Campaigns

Research area keywords

  • Phonology in Brand Names
  • Spokespeople in Advertising
  • Brand Authenticity
  • Consumer-Brand Relationships
  • Brand Logo Design
  • Social Marketing
  • Celebrities/Influencers


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