Rajeev Batra

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

Contact Information

Phone

(734) 764-0118

Fax

(734) 936-8716

Room

R5336

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Research

Research

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

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 America, Western Europe, and Japan a run for their money in the...

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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.

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Articles
Books
Chapters

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

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

Source

Journal of Marketing

Volume:

Issue:

Pages:

36-56

Creating Brand Meaning: A Review and Research Agenda

Authors

Rajeev Batra

Published Date

06/2019

Source

Journal of Consumer Psychology

Volume:

Issue:

Pages:

535-546

Global Citizenship and Reactance

Authors

Rajeev Batra and Yi Wu

Published Date

09/2019

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

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

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

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

Source

Journal of Retailing

Volume:

Issue:

Pages:

369-381

Regulatory Goals in a Globalized World

Authors

Ng, S. and Batra, R.

Published Date

2017

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

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

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

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

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

Source

HBR.org

Volume:

Issue:

Pages:

Brand Love

Authors

Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi

Published Date

03/2012

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

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

Source

Journal of Marketing

Volume:

Issue:

Pages:

48-60

Harnessing Disruptions for Marketing Strategies

Authors

Rajeev Batra

Published Date

2019

Source

Sage Publishers

Pages:

147-152

Handbook of Marketing Advances in an Era of Disruptions

A. Parvatiyar and R Sisodia

The Psychology of Design

Authors

Rajeev Batra, Colleen Seifert and Diann E. Brei (Co-Editors)

Published Date

2016

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

Source

McGraw-Hill

978-0-07-178289-0

Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.

Authors

Rajeev Batra

Published Date

2011

Source

Armonk, N.Y.: M.E.Sharpe, 2011

Rajeev Batra

Contact Information

Featured Books

The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.

Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global-Local Citizenship Identity

Source

Brand Coolness

Source

Creating Brand Meaning: A Review and Research Agenda

Source

Global Citizenship and Reactance

Source

Pride of Ownership: An Identity-Based Model

Source

Brand Love: Development and Validation of a Practical Scale

Source

Positioning Multi-country Brands: The Impact of Variation in Cultural Values and Competitive Set

Source

Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation

Source

Regulatory Goals in a Globalized World

Source

Integrating Marketing Communications: New Findings, New Lessons and New Ideas

Source

The Moderating Role of Dialecticism in Consumer Responses to Product Information

Source

An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust and Affect

Source

Building a Brand Image Across Multiple Countries: Consistency

Source

What Small Business Can Learn from Emerging Markets

Source

Brand Love

Source

Brand Extension Strategy Planning: Empirical Estimation of Brand-Category Personality Fit and Atypicality

Source

The Stopping Power of Advertising: Measures and Effects of Visual Complexity

Source

Harnessing Disruptions for Marketing Strategies

Source

The Psychology of Design

Source

The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Source

Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.

Source

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