Rajeev Batra

Rajeev Batra

(734) 764-0118
Room R5336
Sebastian S. Kresge Professor of Marketing
Education
PhD Stanford University 1984
MS University of Illinois 1980
MBA Indian Institute of Management 1977
BA University of Delhi 1975
Academic Areas
Marketing
Research
Biography

Rajeev Batra's research interests include the strategy and tactics of brand-building; global branding and advertising; marketing issues in emerging markets; Asian consumers; emotional advertising: processes, role, measurement and effects; consumers' attitude structure toward brands and brand personality; repetition effects; and advertising budgeting.

Latest Faculty News & Research
Featured Books
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Amitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul Ozsomer
From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products—rather than with poorly produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North...
Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.
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Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.
Rajeev Batra
This work brings together some of the most highly respected scholars and practitioners in the consumer psychology and health communication fields to analyse how the latest research can be best applied to the critical public health issue of obesity.
Key Developments in International Marketing
Authors
Steenkamp, Jan-Benedict J.B., Batra, Rajeev, Alden,Dana L.
Published Date
2024
Authors
Steenkamp, Jan-Benedict J.B., Batra, Rajeev, Alden,Dana L.
Source
New York, NY: Palgrave-Macmillan
Pages
219-232
How Brand Globalness Creates Brand Value: Looking Back, Looking Ahead
Saeed Samiee, Costas Katsikeas, Petra Riefler
Handbook of Marketing Advances in an Era of Disruptions
Authors
Rajeev Batra
Published Date
2019
Authors
Rajeev Batra
Source
Sage Publishers
Pages
147-152
Harnessing Disruptions for Marketing Strategies
A. Parvatiyar and R Sisodia
Unpacking Collective Materialism: How Values Shape Consumption in Seven Asian Markets
Authors
Batra, R., Swaminathan, A., Wong, N., Lee, M.
Published Date
04/2024
Authors
Batra, R., Swaminathan, A., Wong, N., Lee, M.
Source
Journal of International Business Studies
Volume
55
Issue
April
Pages
361-375
Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global-Local Citizenship Identity
Authors
Sharon Ng, Ali Faraji-Rad and Rajeev Batra
Published Date
2021
Authors
Sharon Ng, Ali Faraji-Rad and Rajeev Batra
Source
Journal of Marketing Research
Volume
58
Issue
2
Pages
400-415
Brand Coolness
Authors
Caleb Warren and Rajeev Batra (joint first authors), Sandra Laureiro, Richard Bagozzi
Published Date
09/2019
Authors
Caleb Warren and Rajeev Batra (joint first authors), Sandra Laureiro, Richard Bagozzi
Source
Journal of Marketing
Volume
83
Issue
5
Pages
36-56
Creating Brand Meaning: A Review and Research Agenda
Authors
Rajeev Batra
Published Date
06/2019
Authors
Rajeev Batra
Source
Journal of Consumer Psychology
Volume
29
Issue
3
Pages
535-546
Global Citizenship and Reactance
Authors
Rajeev Batra and Yi Wu
Published Date
09/2019
Authors
Rajeev Batra and Yi Wu
Source
International Marketing Review
Volume
36
Issue
5
Pages
628-632
Pride of Ownership: An Identity-Based Model Opens a new window
Authors
Aaron Ahuvia, Nitika Garg, Rajeev Batra, Brent McFerran and Pablo Brice L. De Diesbach
Published Date
2018
Authors
Aaron Ahuvia, Nitika Garg, Rajeev Batra, Brent McFerran and Pablo Brice L. De Diesbach
Source
Journal of the Association for Consumer Research
Volume
3
Issue
2
Pages
216-228
Positioning Multi-country Brands: The Impact of Variation in Cultural Values and Competitive Set
Authors
Batra, R., Zhang, Y., Aydinoglu, N., and Feinberg, F.
Published Date
2017
Authors
Batra, R., Zhang, Y., Aydinoglu, N., and Feinberg, F.
Source
Journal of Marketing Research
Volume
54
Issue
6
Pages
914-931
Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation
Authors
Wumei Liu, Rajeev Batra and Haizhong Wang
Published Date
2017
Authors
Wumei Liu, Rajeev Batra and Haizhong Wang
Source
Journal of Retailing
Volume
93
Issue
3
Pages
369-381
Integrating Marketing Communications: New Findings, New Lessons and New Ideas
Authors
Rajeev Batra and Kevin L. Keller
Published Date
2016
Authors
Rajeev Batra and Kevin L. Keller
Source
Journal of Marketing
Volume
80
Issue
6
Pages
122-145
The Moderating Role of Dialecticism in Consumer Responses to Product Information
Authors
Haizhong Wang, Rajeev Batra and Zengxiang Chen (equal authorship)
Published Date
2016
Authors
Haizhong Wang, Rajeev Batra and Zengxiang Chen (equal authorship)
Source
Journal of Consumer Psychology
Volume
26
Issue
3
Pages
381-394
An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust and Affect
Authors
Xi, Yie, Batra, R, Peng, Siqing
Published Date
2015
Authors
Xi, Yie, Batra, R, Peng, Siqing
Source
Journal of International Marketing
Volume
23
Issue
1
Pages
50-71
Brand Love
Authors
Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi
Published Date
03/2012
Authors
Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi
Source
Journal of Marketing
Volume
76
Issue
2
Pages
1-16
Brand Extension Strategy Planning: Empirical Estimation of Brand-Category Personality Fit and Atypicality
Authors
Rajeev Batra, Peter Lenk and Michel Wedel
Published Date
04/2010
Authors
Rajeev Batra, Peter Lenk and Michel Wedel
Source
Journal of Marketing Research
Volume
47
Issue
2
Pages
335-347
The Stopping Power of Advertising: Measures and Effects of Visual Complexity
Authors
Rik Pieters, Michel Wedel and Rajeev Batra
Published Date
09/2010
Authors
Rik Pieters, Michel Wedel and Rajeev Batra
Source
Journal of Marketing
Volume
74
Issue
5
Pages
48-60
The Psychology of Design
Authors
Rajeev Batra, Colleen Seifert and Diann E. Brei (Co-Editors)
Published Date
2016
Authors
Rajeev Batra, Colleen Seifert and Diann E. Brei (Co-Editors)
Source
New York: Routledge
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Authors
Amitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul Ozsomer
Published Date
06/2012
Authors
Amitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul Ozsomer
Source
McGraw-Hill
978-0-07-178289-0
Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.
Authors
Rajeev Batra
Published Date
2011
Authors
Rajeev Batra
Source
Armonk, N.Y.: M.E.Sharpe, 2011
Behavioral Research in Marketing