Download CV

Rajeev Batra

(734) 764-0118

rajeevba@umich.edu

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

Research

Google Scholar

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.

Featured Books

Buy Book

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.

Buy Book

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...

Consumption Attitudes and Behaviors in Asia: A “Discovery-Oriented” Fresh Look

Authors

Batra R., Li D., and Chiu C.Y.

Published Date

2022

Authors

Batra R., Li D., and Chiu C.Y.

Source

Asia-Pacific Journal of Marketing and Logistics

Volume

Issue

Pages

559-575

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

Issue

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

Issue

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

Issue

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

Issue

Pages

628-632

Pride of Ownership: An Identity-Based Model

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

Issue

Pages

216-228

Brand Love: Development and Validation of a Practical Scale

Authors

Bagozzi, Richard P., Batra, R., and Ahuvia, A. (Equal Authorship)

Published Date

2017

Authors

Bagozzi, Richard P., Batra, R., and Ahuvia, A. (Equal Authorship)

Source

Marketing Letters

Volume

Issue

Pages

1-14

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

Issue

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

Issue

Pages

369-381

Regulatory Goals in a Globalized World

Authors

Ng, S. and Batra, R.

Published Date

2017

Authors

Ng, S. and Batra, R.

Source

Journal of Consumer Psychology

Volume

Issue

Pages

270-277

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

Issue

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

Issue

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

Issue

Pages

50-71

Building a Brand Image Across Multiple Countries: Consistency

Authors

Rajeev Batra, Charles Zhang, Nilufer Aydinoglu, Fred Feinberg

Published Date

2014

Authors

Rajeev Batra, Charles Zhang, Nilufer Aydinoglu, Fred Feinberg

Source

Ideas For Leaders (#372), IEDP, London, UK

Volume

2014

Issue

372

Pages

1-3

What Small Business Can Learn from Emerging Markets

Authors

Rajeev Batra, Amitava Chattopadhyay, and Aysegul Ozsomer

Published Date

03/2013

Authors

Rajeev Batra, Amitava Chattopadhyay, and Aysegul Ozsomer

Source

HBR.org

Volume

Issue

Pages

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

Issue

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

Issue

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

Issue

Pages

48-60

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

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