Joško Brakus

Joško Brakus


+44 113 343 6187
Academic, Marketing


PhD, Columbia Business School, Columbia University
MSc in Civil Engineering, Massachusetts Institute of Technology
BSc in Civil Engineering, University of Zagreb 


Joško Brakus is a Professor in Marketing at Leeds University Business School. He earned his Ph.D. at Columbia University. His teaching interests focus on marketing management, marketing research and marketing communications. Joško conducts experimental research in consumer behaviour. He studies experiential marketing and branding practices as well as managerial and consumer judgment and decision processes, with specific emphasis in the areas of selective information processing and biased processing. He also investigates how individual differences (e.g., self-regulation) affect adoption of new products and responses to marketing stimuli in general. His work has been published in leading academic marketing journals such as the Journal of Marketing Research and the Journal of Marketing.

Joško has also been involved in consultancy work for ExGroup, a branding consultant based in New York City. He consulted VW and Skoda among other clients.


Selected Peer-Reviewed Publications

Dennis, Charles, J. Joško Brakus, and Eleftherios Alamanos, “The Effect of Digital Signage on Shoppers’ Behavior: The Role of the Evoked Experience,” accepted at Journal of Business Research.

Brakus, J. Joško, Bernd H. Schmitt, and Shi Zhang, “Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency,” accepted at Journal of Business Research.

Dennis, Charles, J. Joško Brakus, and Eleftherios Alamanos (2013),
“The Wallpaper Matters: The Influence of the Content of Digital Ads on Customer in-Store Experience,” Journal of Marketing Management, 29 (3-4), 338-55, DOI: 10.1080/0267257X.2013.766628

Charles Dennis, Richard Michon, J. Joško Brakus, Andrew Newman and Eleftherios Alamanos (2012), “New Insights into the Impact Of Digital Signage as a Retail Atmospheric Tool,” Journal of Consumer Behaviour, 11 (6), 454-66, DOI: 10.1002/cb.1394

Posavac, Steven S., Frank R. Kardes, and J. Joško Brakus (2010), “Focus Induced Tunnel Vision in Marketing Management: The Peril and the Antidote,” Organizational Behavior and Human Decision Processes, 113 (2), 102-11, DOI: 10.1016/j.obhdp.2010.07.002

Posavac, Steven, J. Joško Brakus, Maria Cronley, and Shaleindra P. Jain (2009), “On Assuaging Positive Bias in Environmental Value Elicitation,” Journal of Economic Psychology, 30 (3), 482-89, DOI:10.1016/j.joep.2008.07.007
Brakus, J. Joško, Bernd Schmitt, and Lia Zarantonello (2009), “Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty?” Journal of Marketing, 73 (3), 52-68, DOI: 10.1509/jmkg.73.3.52

Herzenstein, Michal, Steven Posavac, and J. Joško Brakus (2007) “Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience,” Journal of Marketing Research, 44 (2), 251-60, DOI: 10.1509/jmkr.44.2.251

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