Deputy Dean (Research and Innovation), School of Economics, Finance and Marketing, Professor of Marketing, RMIT University

Simon Pervan is the Deputy Dean (Research and Innovation), School of Economics, Finance and Marketing, and is Professor of Marketing, at RMIT University. He is an expert on service workers, advertising effectiveness and consumer behaviour, scale development and professional doctoral programs. His research covers a range of areas including:

1. Service workers – published work includes the importance of upholding a norm of reciprocity in strong professional service B2B relationships; the potential for customer citizenship behaviours in response to service worker behaviour; mitigation strategies to prevent stigmatised service worker attrition during crisis events; and team optimisation amongst service workers and customers for co-design.

2. Advertising effectiveness and consumer behaviour – published work includes consumer response to advertising given message framing, product placement, model size, tone of advertising, as well as the assessment of individual differences like disillusionment toward marketing and desire for intimacy in brand based social media sites.

3. The development of measures (scales) to enable empirical research into marketing - This has led to published work on Consumer Citizenship Behaviour, Reciprocity, and Consumer Disillusionment.

4. The development and facilitation of Professional Doctorates – including a $220K, two year, Office of Learning and Teaching, grant examining the resource requirements of professional doctoral candidates in Australian business schools. Also, published work on best practice in the support of doctoral programs tasked with solving practical business problems.

Simon was Co Editor in Chief of the Journal of Consumer Behaviour from 2009-2015 (Wiley). He is also co-author of Strategic Brand Management 4E, 2018, with Richard Rosenbaum-Elliot and Larry Percy, Oxford Uni Press.


  • 2020–present
    Professor of Marketing and Deputy Dean (Research and Innovation) of the School of Economic, Finance and Marketing , RMIT University
  • 2018–2020
    Professor of Marketing and Head of the Department of Entrepreneurship, Innovation and Marketing, La Trobe University
  • 2015–2018
    Associate Professor of Marketing and Department Chair Management and Marketing, Swinburne University of Technology


  • 2006 
    University of Melbourne, PhD