Denni Arli

UTAS Home Dr Denni Arli

Denni Arli

Associate Professor

Room 422 , Sandy Bay Campus

Denni Arli is an Associate Professor of Marketing at the College of Business and Economics, University of Tasmania. Prior to that, he held academic positions at the University of Minnesota Duluth, USA and Griffith University, Australia.

He received his Ph.D. from the University of New South Wales in Australia and a Master of International Business from St. Mary’s University of MN, USA.   His expertise lies in social marketing, corporate social responsibility, and consumer ethics.  He has published in leading marketing journals such as Journal Academy of Marketing Science, European Journal of Marketing, Journal of Public Policy and Marketing, Industrial Marketing Management, Journal of Business Ethics, Journal of International Business Studies Journal of Retailing and Consumer Services, Marketing Intelligence and Planning and many more. He has been awarded external research grants from governments (e.g., Australian Research Council) and industries on social marketing research projects.


Before joining The University of Tasmania, Denni was an Assistant Professor at the University of Minnesota Duluth, USA, and prior to that, he was a Senior Lecturer at Griffith University, Australia.

Career qualificationsDegree

Thesis Title



Date of Award


Social Benefit of Corporate Community Involvement and Social Benefit of Corporate Community Involvement and Socially Beneficial Consumption: Three Studies of Externalities in Macromarketing

University of New South Wales





St. Mary’s University of Minnesota





Petra Christian University



Administrative expertise

  • ANZMAC Executive Committee as Chair of International sub-committee and Chair of Doctoral colloquium sub-committee (2019-2022).
  • Co-Chair, Mid-Year ANZMAC 2017 Doctoral Colloquium (with Dr. Krzysztof Kubacki).
  • Co-Chair,  Australian & New Zealand Marketing Academy Conference (ANZMAC 2014), Brisbane (with Professor Sharyn Rundle-Thiele and Dr. Krzysztof Kubacki.
  • Co-Chair, Doctoral Colloquium ANZMAC 2014, Brisbane (with Dr. Helene Cherrier).


Teaching expertise

Denni has experience in delivering high-quality learning and teaching at the undergraduate and postgraduate levels in multi-modes of delivery. He has taught several courses at various countries (i.e. Sydney, Australia;  Brisbane, Australia;  Hong Kong, and Duluth, USA.)

Teaching responsibility

View more on Dr Denni Arli in WARP


Denni’s research focuses on social issues and social changes through multidisciplinary approaches. His expertise lies in social marketing, consumer ethics, consumer religiosity, corporate social responsibility, and consumer ethics.


Denni is currently collaborating with other academic researchers from Australia, the USA, New Zealand, India, and Indonesia.  The research collaboration focuses on consumer ethics, consumers’ religiosity, and social marketing.


  1. abovitz School of Business and Economics. Faculty Research Excellence Awards, 2020.
  2. Griffith Business School, Pro-Vice Chancellor Research Excellence Award, Individual Early Career Researcher, 2015.

Current projects

I am currently working on various research projects focusing on social marketing, consumer ethics and religiosity.

Fields of Research

  • Consumer behaviour (350601)
  • Social marketing (350612)
  • Marketing technology (350607)
  • Marketing (350699)
  • Service marketing (350611)
  • Marketing communications (350604)
  • Consumer-oriented product or service development (350602)
  • Marketing theory (350608)
  • Industrial marketing (350603)

Research Objectives

  • Religion and society (130501)
  • Business ethics (130302)
  • Marketing (150303)
  • Internet, digital and social media (220502)
  • Mobile technologies and communications (220103)
  • Behaviour and health (200401)
  • Artificial intelligence (220403)
  • Community health care (200302)
  • Expanding knowledge in commerce, management, tourism and services (280106)
  • Environmental ethics (130303)
  • Technological ethics (130305)
  • Social ethics (130304)
  • Other culture and society (139999)
  • Communication (130299)
  • Health education and promotion (200203)


Denni has published in leading marketing journals.  His research focuses on Social Marketing, Consumer Ethics and Religiosity. He has co-authored publications at Journal of the Academy of Marketing Science, Journal of International Business Studies, European Journal of Marketing, Industrial Marketing Management, Journal of Business Ethics, Journal of Public Policy and Marketing,  Journal of Retailing and Consumer Services, and many more.

Total publications


Journal Article

(32 outputs)
2022Arli D, Gupta N, Sardana D, Sharma P, 'Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets', International Marketing Review ISSN 0265-1335 (2022) [Refereed Article]

DOI: 10.1108/IMR-08-2021-0258 [eCite] [Details]


2022Arli D, Tjiptono F, 'The effect of consumers' religiosity on consumer ethics: the mediating role of ethical ideology', Asia Pacific Journal of Marketing and Logistics, 34, (1) pp. 91-109. ISSN 1355-5855 (2022) [Refereed Article]

DOI: 10.1108/APJML-08-2020-0590 [eCite] [Details]

Citations: Scopus - 2Web of Science - 3


2022Arli D, Tjiptono F, 'Selfishness and consumer ethics: Does (non)religiosity matter?', Journal of Philanthropy and Marketing Article e1751. ISSN 2691-1361 (2022) [Refereed Article]

DOI: 10.1002/nvsm.1751 [eCite] [Details]


2022Arli D, van Esch P, Cui Y, 'Who cares more about the environment, those with an intrinsic, an extrinsic, a quest, or an atheistic religious orientation?: Investigating the effect of religious ad appeals on attitudes toward the environment', Journal of Business Ethics ISSN 0167-4544 (2022) [Refereed Article]

DOI: 10.1007/s10551-022-05164-4 [eCite] [Details]

Citations: Scopus - 3Web of Science - 2


2022Chowdhury RMMI, Arli D, Septianto F, 'Consumers' responses to moral controversies of religiously positioned brands: the effects of religiosity on brand loyalty', European Journal of Marketing, 56, (5) pp. 1398-1433. ISSN 0309-0566 (2022) [Refereed Article]

DOI: 10.1108/EJM-11-2020-0841 [eCite] [Details]

Citations: Scopus - 1Web of Science - 1


2022Sharma P, Sardana D, Gupta N, Arli D, 'Exploring the role of spiritual leaders as celebrity business founders and brand endorsers', Marketing Intelligence & Planning, 40, (1) pp. 105-120. ISSN 0263-4503 (2022) [Refereed Article]

DOI: 10.1108/MIP-07-2021-0225 [eCite] [Details]

Citations: Scopus - 3Web of Science - 3


2021Ang T, Wei S, Arli DI, 'Social distancing behavior during COVID-19: a TPB perspective', Marketing Intelligence & Planning, 39, (6) pp. 809-824. ISSN 0263-4503 (2021) [Refereed Article]

DOI: 10.1108/MIP-08-2020-0352 [eCite] [Details]

Citations: Scopus - 10Web of Science - 10


2021Arli D, Ang T, Wei S, 'Why are some people not socially distancing during COVID-19? A segmentation study', Journal of Social Marketing, 11, (2) pp. 65-81. ISSN 2042-6763 (2021) [Refereed Article]

DOI: 10.1108/JSOCM-10-2020-0192 [eCite] [Details]

Citations: Scopus - 5Web of Science - 4


2021Arli D, Nguyen T-M, Nham PT, 'Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics', Journal of Consumer Marketing, 38, (5) pp. 525-539. ISSN 0736-3761 (2021) [Refereed Article]

DOI: 10.1108/JCM-04-2020-3755 [eCite] [Details]

Citations: Scopus - 1Web of Science - 1


2021Arli D, Pentecost R, Thaichon P, 'Does religion make consumers more environmentally friendly?', Marketing Intelligence & Planning, 39, (8) pp. 1024-1041. ISSN 0263-4503 (2021) [Refereed Article]

DOI: 10.1108/MIP-09-2020-0404 [eCite] [Details]

Citations: Scopus - 6Web of Science - 6


2021Arli D, Septianto F, Chowdhury RMMI, 'Religious but not ethical: the effects of extrinsic religiosity, ethnocentrism and self-righteousness on consumers' ethical judgments', Journal of Business Ethics, 171, (316) pp. 295-316. ISSN 0167-4544 (2021) [Refereed Article]

DOI: 10.1007/s10551-019-04414-2 [eCite] [Details]

Citations: Scopus - 26Web of Science - 25


2021Arli D, Tjiptono F, Tkaczynski A, Bakpayev M, 'Grit: the good, the bad and the ugly', Asia Pacific Journal of Marketing and Logistics, 33, (5) pp. 1270-1285. ISSN 1355-5855 (2021) [Refereed Article]

DOI: 10.1108/APJML-04-2020-0271 [eCite] [Details]

Citations: Scopus - 3Web of Science - 3


2021Arli D, van Esch P, Bakpayev M, Laurence A, 'Do consumers really trust cryptocurrencies?', Marketing Intelligence & Planning, 39, (1) pp. 74-90. ISSN 0263-4503 (2021) [Refereed Article]

DOI: 10.1108/MIP-01-2020-0036 [eCite] [Details]

Citations: Scopus - 15Web of Science - 15


2021Jebarajakirthy C, Maseeh HI, Morshed Z, Shankar A, Arli D, et al., 'Mobile advertising: A systematic literature review and future research agenda', International Journal of Consumer Studies, 45, (6) pp. 1258-1291. ISSN 1470-6423 (2021) [Refereed Article]

DOI: 10.1111/ijcs.12728 [eCite] [Details]

Citations: Scopus - 23Web of Science - 22


2021Maseeh H Iqbal, Jebarajakirthy C, Pentecost R, Ashaduzzaman M, Arli D, et al., 'A meta-analytic review of mobile advertising research', Journal of Business Research, 136 pp. 33-51. ISSN 0148-2963 (2021) [Refereed Article]

DOI: 10.1016/j.jbusres.2021.06.022 [eCite] [Details]

Citations: Scopus - 16Web of Science - 13


2021Maseeh HI, Jebarajakirthy C, Pentecost R, Arli D, Weaven S, et al., 'Privacy concerns in e-commerce: A multilevel meta-analysis', Psychology & Marketing, 38, (10) pp. 1779-1798. ISSN 0742-6046 (2021) [Refereed Article]

DOI: 10.1002/mar.21493 [eCite] [Details]

Citations: Scopus - 30Web of Science - 27


2021Pang B, Deshpande SA, Nguyen TM, Kim J, Almosa YA, et al., 'A critical overview of social marketing in Asia', Social Marketing Quarterly, 27, (4) pp. 302-323. ISSN 1524-5004 (2021) [Refereed Article]

DOI: 10.1177/15245004211053847 [eCite] [Details]

Citations: Scopus - 2Web of Science - 2


2021Qu M, Quach S, Thaichon P, Frazer L, Lawley M, et al., 'Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect', Asia Pacific Journal of Marketing and Logistics, 33, (8) pp. 1861-1877. ISSN 1355-5855 (2021) [Refereed Article]

DOI: 10.1108/APJML-06-2020-0388 [eCite] [Details]

Citations: Scopus - 4Web of Science - 3


2021Septianto F, Tjiptono F, Arli D, Sun J-M, 'The differential effects of integral pride and gratitude on divergent moral judgment for the self versus others', Australian Journal of Management pp. 1-16. ISSN 0312-8962 (2021) [Refereed Article]

DOI: 10.1177/03128962211062644 [eCite] [Details]

Citations: Scopus - 1Web of Science - 1


2021van Esch P, Black JS, Arli D, 'Job candidates' reactions to AI-Enabled job application processes', AI and Ethics, 1, (2) pp. 119-130. ISSN 2730-5961 (2021) [Refereed Article]

DOI: 10.1007/s43681-020-00025-0 [eCite] [Details]


2020Arli D, Badejo A, Sutanto N, 'Exploring the effect of intrinsic religiousness, extrinsic religiousness, and religious fundamentalism on people's attitude towards lesbians and gays in Indonesia', Journal of Religion, Spirituality & Aging, 32, (2) pp. 118-134. ISSN 1552-8030 (2020) [Refereed Article]

DOI: 10.1080/15528030.2019.1640830 [eCite] [Details]

Citations: Scopus - 9Web of Science - 9


2020Septianto F, Tjiptono F, Arli D, 'Authentically, proudly ethical: the effects of authentic pride on consumer acceptance of unethical behavior', European Journal of Marketing, 54, (2) pp. 351-379. ISSN 0309-0566 (2020) [Refereed Article]

DOI: 10.1108/EJM-04-2018-0241 [eCite] [Details]

Citations: Scopus - 11Web of Science - 7


2020van Esch P, Arli D, Gheshlaghi MH, 'Creating an effective self-managed service climate for frontline service employees', Journal of Retailing and Consumer Services, 57 Article 102204. ISSN 0969-6989 (2020) [Refereed Article]

DOI: 10.1016/j.jretconser.2020.102204 [eCite] [Details]

Citations: Scopus - 12Web of Science - 12


2019Arli DI, Tkaczynski A, Anandya D, 'Are religious consumers more ethical and less Machiavellian? A segmentation study of Millennials', International Journal of Consumer Studies, 43, (3) pp. 263-276. ISSN 1470-6423 (2019) [Refereed Article]

DOI: 10.1111/ijcs.12507 [eCite] [Details]

Citations: Scopus - 16Web of Science - 15


2019Radu AG, Arli D, Surachartkumtonkun J, Weaven S, Wright O, 'Empathy and apology: the effectiveness of recovery strategies', Marketing Intelligence & Planning, 37, (4) pp. 358-371. ISSN 0263-4503 (2019) [Refereed Article]

DOI: 10.1108/MIP-03-2018-0080 [eCite] [Details]

Citations: Scopus - 14Web of Science - 11


2019Steinhoff L, Arli D, Weaven S, Kozlenkova IV, 'Online relationship marketing', Journal of the Academy of Marketing Science, 47 pp. 369-393. ISSN 0092-0703 (2019) [Refereed Article]

DOI: 10.1007/s11747-018-0621-6 [eCite] [Details]

Citations: Scopus - 154Web of Science - 127


2019van Esch P, Arli DI, Gheshlaghi MH, Andonopoulos V, von der Heidt T, et al., 'Anthropomorphism and augmented reality in the retail environment', Journal of Retailing and Consumer Services, 49 pp. 35-42. ISSN 0969-6989 (2019) [Refereed Article]

DOI: 10.1016/j.jretconser.2019.03.002 [eCite] [Details]

Citations: Scopus - 77Web of Science - 67


2018Arli D, Kim J, Rundle-Thiele S, Tkaczynski A, 'Australian migrants' social cultural adaptation and consumption behaviour towards food and alcohol', International Journal of Consumer Studies, 43, (1) pp. 2-13. ISSN 1470-6423 (2018) [Refereed Article]

DOI: 10.1111/ijcs.12439 [eCite] [Details]

Citations: Scopus - 2Web of Science - 4


2018Arli D, Tan LP, Tjiptono F, Yang L, 'Exploring consumers' purchase intention towards green products in an emerging market: The role of consumers' perceived readiness', International Journal of Consumer Studies, 42, (4) pp. 389-401. ISSN 1470-6423 (2018) [Refereed Article]

DOI: 10.1111/ijcs.12432 [eCite] [Details]

Citations: Scopus - 80Web of Science - 60

Co-authors: Yang L


2018Arli D, Tjiptono F, Casidy R, Phau I, 'Investigating the impact of young consumers' religiosity on digital piracy', International Journal of Consumer Studies, 42, (6) pp. 792-803. ISSN 1470-6423 (2018) [Refereed Article]

DOI: 10.1111/ijcs.12443 [eCite] [Details]

Citations: Scopus - 9Web of Science - 7


2018Munro V, Arli D, Rundle-Thiele S, 'CSR engagement and values in a pre-emerging and emerging country context', International Journal of Emerging Markets, 13, (5) pp. 1251-1272. ISSN 1746-8809 (2018) [Refereed Article]

DOI: 10.1108/IJoEM-04-2018-0163 [eCite] [Details]

Citations: Scopus - 24Web of Science - 20


2018van Esch P, Arli D, Castner J, Talukdar N, Northey G, 'Consumer attitudes towards bloggers and paid blog advertisements: what's new?', Marketing Intelligence & Planning, 36, (7) pp. 778-793. ISSN 0263-4503 (2018) [Refereed Article]

DOI: 10.1108/MIP-01-2018-0027 [eCite] [Details]

Citations: Scopus - 19Web of Science - 15


  • ARC Linkage Grant (2015) (LP150100772 - A$234,000), Changing Alcohol Drinking: A comprehensive social marketing program.
  • Australia-Indonesia Institute, Department of Foreign Affairs and Trade (2016)  (A$15,000),  Tackling Obesity in Indonesia: a social marketing study.
  • Australia-Indonesia Center (2017) ($24,400), The Effect of Acculturation on Citizen's Attitudes Toward Australia and Indonesia.
  • Australian ASEAN Council Grant Application (2020) ($25,000), Griffith project for recovering the tourism and hospitality sector in ASEAN countries.

Denni welcome expression of interests from new honours or PhD students wishing to pursue research in consumers ethics, social marketing and religiosity.

  1. Rad Almestarihi (Ph.D.). Comparing the effectiveness of Australian anti-tobacco Campaigns between CALD members and Australins (with Professor Sharyn Rundle- Thiele and Dr. Joy Parkinson). Completed in 2018.
  2. Virginia Munro (Ph.D.). The Importance of employee Identification of Social Initiatives for CSR strategy in a Developed Country Context. (with Professor Sharyn Rundle- Thiele). Completed in 2019.
  3. Gunaro Setiawan (Ph.D.). Political branding of President Joko Widodo of Indonesia (with Dr. Peter Wood and  Professor Collin Brown). Completed in 2020.
  4. Mai Nguyen (Ph.D.).  Examining Organisational Online Knowledge Sharing in Vietnam(with Dr.
  5. Marie-Louise Fry and Associate Professor Deborah Griffin). Completed in 2020.