Rate My Professor Julie Napoli

Dr Julie Napoli is a Senior Lecturer in Marketing in the School of Marketing at Curtin University, within the Faculty of Business and Law. She holds a doctoral degree in Marketing from Monash University. Previously, she served as an academic in the Department of Management and Marketing at the University of Melbourne from 2005 to 2007. Napoli teaches marketing courses and supervises higher degree research students on diverse topics including leveraging sustainability strategies to enhance consumer responses, employee eco-emotions in forestry and tourism, and navigating inter-cultural experiences. Her career at Curtin University spans many years, contributing to both teaching and research in the Curtin Business School.

Napoli's research specializations include consumer-based brand authenticity, brand equity and management, nonprofit brand orientation, advertising effects and gender stereotypes, stigmatization of vegans, paradoxes in women’s sport sponsorship communication, climate emotions among tourism employees, and brand co-creation via user-generated content. She has authored 38 publications, accumulating over 2,400 citations. Key works feature the highly cited "Measuring Consumer-Based Brand Authenticity" (with S.J. Dickinson, M.B. Beverland, F. Farrelly; Journal of Business Research, 2014; over 1,300 citations), "Brand Management in Small to Medium-Sized Enterprises" (Entrepreneurship Theory and Practice, 2008; cited 555 times), "Can All Brands Innovate in the Same Way? A Typology of Brand Innovators" (with M.B. Beverland; Journal of Product Innovation Management, 2010), "The Brand Authenticity Continuum: Strategic Approaches for Building Value" (2016), "The Impact of Nonprofit Brand Orientation on Organisational Performance" (2010), "Vegan Stories: Revealing Archetypes and Their Moral Foundations" (2020), "Through the Eyes of Non-Vegans: Using Photovoice to Explore the Stigmatisation of Vegans" (Qualitative Market Research, 2024), "The Paradox of Challenging and Reinforcing Stereotypes in Women’s Sport Sponsor Communication" (Journal of Marketing Management, 2023), and "Crafting a New Normal: An Examination of Cosmetic Surgery Websites Promoting the Mummy Makeover" (2025). Napoli received a Curtin University Tier 1 Research Grant in 2005 ($14,000, with Dr Michael Beverland) and the Journal of Marketing Management 2017 Reviewer Award. Her scholarship advances understanding of authentic branding in commercial, nonprofit, franchise, SME, and social marketing contexts.