Rajeev Batra

Rajeev Batra

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  • 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
Email
Room
R5336
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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

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.

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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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

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: 
3
Issue: 
2
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: 
28
Issue: 
1
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: 
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

Source

Journal of Retailing
Volume: 
93
Issue: 
3
Pages: 
369-381

Regulatory Goals in a Globalized World

Authors
Ng, S. and Batra, R.
Published Date
2017

Source

Journal of Consumer Psychology
Volume: 
27
Issue: 
2
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: 
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

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

Source

Journal of International Marketing
Volume: 
23
Issue: 
1
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: 
0
Issue: 
0
Pages: 
0

Brand Love

Authors
Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi
Published Date
03/2012

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

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

Source

Journal of Marketing
Volume: 
74
Issue: 
5
Pages: 
48-60

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

Authors
Rajeev Batra
Published Date
06/2012

Source

McGraw-Hill

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
Ross Thought In Action
July 17, 2019

Creating a Coolness Strategy For Your Brand

Research Focus on Marketing featuring Rajeev Batra, Richard Bagozzi
Professors Rajeev Batra and Richard Bagozzi identify 10 components that contribute to being seen as cool.
Read

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