Russell Abratt

Russell Abratt (born 22 October, 1952) is a marketing professor and author. He is a Professor of Marketing in the Huizenga College of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale, Florida. He is also a Professor Emeritus at the University of the Witwatersrand, Johannesburg.

  • Early Life

Abratt was born in Pretoria, South Africa, the oldest child of Morris Abratt and Sonia Kahn. He moved to Johannesburg in 1971 to study Business Administration at the University of the Witwatersrand, where he met his future wife Phyllis Kramer, a school teacher. They married in 1976 and have three daughters, Lauren, a physician, Gabi, a speech pathologist, and Daniela, an attorney.

  • Education and Career

Abratt received his B.Com from the University of the Witwatersrand and his MBA in 1977 and Ph.D from the University of Pretoria in 1981. He attended Pretoria Boy’s High School from 1965 until 1969 and Waterkloof Primary School.

He spent 6 years in the retailing and wholesaling sectors holding positions of Area Manager, Branch Manager and Brand Manager before entering the academic world. He was appointed a lecturer in the University of the Witwatersrand, Johannesburg in 1980 and rapidly rose through the ranks and was promoted to a full professor in 1987 at the age of 35. He also was appointed to an endowed chair in 1990 when he held the First National Bank Chair of Marketing in the Graduate School of Business Administration, University of the Witwatersrand, Johannesburg. During his time at the University of the Witwatersrand he held many senior administrative positions, including Chair of the Department, Assistant Dean, and Academic Director. In 2001 he was appointed Professor of Marketing in the Huizenga College of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale, Florida. In addition, he served as Associate Dean between 2006 and 2008 and Chair of the Marketing department.

Abratt is been invited to lecture and present seminars at business schools worldwide. He has been a visitor at The Ohio State University, University of Florida, University of Warwick,  Rotterdam School of Management,  University of Rome, Tor Vegata, Royal Institute of Technology,  University of Melbourne, Victoria University of Wellington, New Zealand, and the University of Cape Town.

  • Research and Publications

Abratt is the author of a number of books, book chapters and over 110 scholarly articles. He is best known for his work in Corporate Identity where his highly cited work in the Journal of Marketing Management (1989) has lead to a stream of research(1). His 2012 article in the European Journal of Marketing was named by Emerald Publishers in 2015 as one of the most influential papers in Business (2). Overall, his work is highly cited with over 6000 and an h index of 41 (3).

His research has been published in the European Journal of Marketing, California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Advertising Research, Tourism Management, Journal of Brand Management, Journal of Marketing Management, Journal of Marketing Theory and Practice, Business Horizons, Journal of General Management, Management Decision, Journal of Business and Psychology, International Journal of Advertising, Journal of Retailing and Consumer Services, and in the Journal of Services Marketing, among others.

  • Awards and Honours

Abratt has been named the Huizenga College’s Faculty of the Year in 2003 and 2009. He was also named the President’s Huizenga College of Business and Entrepreneurship’s Faculty of the year for 2014/2015. While at the University of the Witwatersrand he received the Convocation Distinguished Teachers Award, 1991. In 2008 he was received the Directors Teaching Award for the best Executive Education Lecturer at the Wits Business School, University of the Witwatersrand, 2008.

In 2011 the National Research Foundation (NRF) in South Africa rated him as an Internationally Acclaimed Researcher. (4)

  • Books

Connett, B., Abratt, R. and Cant. M. (2010), Sales Management, 3rd ed., Butterworth Pearson, Johannesburg.

Abratt, R., Klopper, H.B., Viljoen, K. (2007), Contemporary Cases in Southern African Marketing, NAE, 134 pages.

Abratt, R.  (2000). Contemporary Cases in South African Marketing, Cape Town: NAE Publishers, 180 pages.

Stanton, W. J., Etzel, M., Walker, M., Abratt, R., Pitt, L. F. & Staude, G. (1992). Marketing Management in South Africa, Lexicon, 662 pages.

  • Chapters in Books

Melewar, T.C. and Syed Alwi, S.F.(editors) 2015 Corporate Branding, Areas, Arenas and Approaches, Routledge. Chapter 2 Abratt, R., Corporate Branding USA.ISBN 978-0-415-72112-7

HB Klopper and E. North (editors) 2011. Brand Management, Pearson. Abratt, R. Building Corporate Identity, Corporate Brands and Reputation. ISBN 978 1 7757 8033 5

  • Selected Publications

Shee, P. S. B. & Abratt, R.  (1989). A New Approach to Corporate Image Management. Journal of Marketing Management, 5(1), 25-33.

Abratt, R. and Kleyn, N (2012), Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and Integration, European Journal of Marketing, 46, 7, 1048-1063.

Abratt, R. And Mingione, M.(2017), Corporate identity, strategy and change, Journal of Brand Management, 24(2), 129-139.

Kleyn, N., Abratt, R., Chipp, K. and Goldman, M. M. (2012), Building a Strong Corporate Ethical Identity: Key Findings from Suppliers, California Management Review, 54, 3, 61-76

Pitt, L.F., Opoku, R., Hultman, M., Abratt, R., and Spyropoulou, S. (2007). “What I say about myself: Communication of brand Personality by African Countries.” Tourism Management, 28, June, 835-844.

Bendixen, M., Bukasa, K.A. & Abratt, R. (2004). Brand Equity in the Business-to-Business Market, Industrial Marketing Management, 33(5), 371-380.

Abratt, R. & Sacks, D. (1988). The Marketing Challenge: Towards Being Profitable and Socially Responsible, Journal of Business Ethics, 7, 497-507.

  • References
  1. Shee, P. S. B. & Abratt, R. (1989). A New Approach to Corporate Image Management. Journal of Marketing Management, 5(1), 25-33.
  1. Abratt, R. and Kleyn, N (2012), Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and Integration, European Journal of Marketing, 46, 7, 1048-1063.
  1. Google Scholar, Downloaded 15 June, 2017 https://scholar.google.com/scholarhl=en&q=russell+abratt&as_sdt=1%2C10&as_sdtp=&oq=r
  2. National Research Foundation, list of rated researchers, downloaded on 15 June 2017, http://www.nrf.ac.za/sites/default/files/documents/Rated%20researchers.pdf