Skip to Content
Exit Menu
Professor Danae Manika

Professor Danae Manika
Professor - Marketing and Business Education


Danae Manika is a Professor of Marketing and Business Education at Brunel Business School, Brunel University London.

Previously, she held academic appointments at Newcastle University, Queen Mary University of London, Durham University and the University of Texas at Austin. She served as Academic Group Head of Newcastle University London campus, Deputy Director of Research (NU London), and Research & Impact Lead of Marketing, Operations and Systems Group at Newcastle University Business School; and as Director of Marketing Interactions & Consumer Behaviour research group and Programme Director for the BSc in Marketing and Management at the School of Business and Management at Queen Mary University of London.

She obtained a Ph.D and a M.A. in Advertising from the University of Texas at Austin, TX, USA and a B.A. Honours in Marketing from University of Stirling, UK. Prof. Manika has also worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York.

Using an interdisciplinary approach, blending the lines between marketing, advertising and psychology her research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on effective message construction for behaviour change. She takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions, and translate knowledge acquisition to behaviour change/formation.

Prof. Manika is currently serving as Associate Editor for Business & Society and the Journal of Marketing Management. She is also currently on the Editorial Review Boards of: Journal of Business Ethics, and Technological Forecasting & Social Change; and has served in the past and currently as a guest editor across journals (Journal of Business Research, European Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, Technological Forecasting and Social Change). Prof. Manika is also currently serving as Track 1 Chair for the 2021 Transformative Consumer Research conference (USA).

She often engages in research projects that require collaborations with other disciplines such as medicine, engineering and geography; and her research has been supported by £179,000+ of external funding by CRUK, EPSRC/Innovate UK, RED, and Arrow/ERDF, amongst other funding bodies. She also strongly believes in the interplay and interdependence of academia, government, business and society and hence she is often involved in various consultancies (e.g., Royal Borough of Kensington and Chelsea Council, Harrow Council, Centre for Health Communications Research & Excellence, Global Action Plan, Texas Comprehensive Cancer Control Coalition), in line with her research (i.e., effective message construction for behaviour change) with the aim of linking theory and practice, which have led to the development of real-world research impact.

Prof. Manika is currently Visiting Professor of Marketing at Newcastle University Business School, Newcastle University and at the School of Business and Management at Queen Mary University of London. She previously held a Visiting Research Scholar position at the Centre of Risk Management and Insurance Research at McCombs Business School, University of Texas at Austin, TX, USA.

Personal Website:


  • Ph.D. in Advertising, The University of Texas at Austin, TX, USA.
  • M.A. in Advertising, The University of Texas at Austin, TX, USA.
  • B.A. (Hons) in Marketing, The University of Stirling, UK.
  • Fellow of the Higher Education Academy, PGCAP, Durham University, UK.


Prof. Manika is Co-director of the Business Education Research Guidance Hub (BERGH) at Brunel Business School.

Newest selected publications

Manika, D., Papagiannidis, S., Bourlakis, M. and Clarke, R. (2021) 'Drawing on Subjective Knowledge and Information Receptivity to Examine an Environmental Sustainability Policy: Insights from the UK's Bag Charge Policy'. European Management Review, In press. ISSN: 1740-4754 Open Access Link

Journal article

Manika, D., Blokland, Y., Smith, L., Mansfield, L. and Klonizakis, M. (2020) 'Using stealth marketing techniques to increase physical activity and decrease sedentary time in the workplace: a feasibility study investigating the spillovers of employee pro-environmental behaviour'. International Journal of Business Science and Applied Management. pp. 1 - 27. ISSN: 1753-0296 Open Access Link

Journal article

Golden, L., Manika, D. and Brockett, P. (2020) 'The Importance of Personally Relevant Knowledge for Pandemic Risk Prevention Behavior: A Multi-method Analysis and Two Countries Validation.'. Health Marketing Quarterly. pp. 1 - 19. ISSN: 0735-9683 Open Access Link

Journal article

Ciocirlan, CE., Gregory-Smith, D., Manika, D. and Wells, V. (2020) 'Using Values, Beliefs, and Norms to Predict Conserving Behaviors in Organizations'. European Management Review, 17 (2). pp. 543 - 558. ISSN: 1740-4754 Open Access Link

Journal article

Antonetti, P., Bowen, F., Manika, D. and Higgins, C. (2019) 'Hypocrisy in corporate and individual social responsibility: Causes, consequences and implications'. Journal of Business Research, 114. pp. 325 - 326. ISSN: 0148-2963 Open Access Link

Journal article
More publications(33)