Professor Josko Brakus

Professor Josko Brakus



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


Joko 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. Joko 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. Joko 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.

Current postgraduate researchers