Professor Josko Brakus
- Position: Professor in Marketing
- Email: J.Brakus@leeds.ac.uk
- Phone: +44(0)113 343 6187
- Location: 1.08a LUBS
Profile
Qualifications
PhD, Columbia Business School, Columbia University
MSc in Civil Engineering, Massachusetts Institute of Technology
BSc in Civil Engineering, University of Zagreb
Experience
Josko Brakus is a Professor of Marketing at Leeds University Business School. He earned his Ph.D. at Columbia University and now teaches courses in marketing management, marketing research, and marketing communications.
Josko’s research takes an experimental approach to understanding consumer behaviour. He studies how people experience brands, how they make decisions, and how factors like self-regulation or political ideology shape their responses to marketing. Some of his work explores selective and biased information processing—why we notice some things and overlook others.
His studies have appeared in leading marketing journals, including the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, and Journal of Consumer Psychology. Beyond academia, Josko has worked with ExGroup, a New York–based branding consultancy, and his research inspired the Brand Experience Index, developed by London creative agency Rufus Leonard to help companies manage brand value.
Responsibilities
- Head of the Marketing Department