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) 764-0118Fax
(734) 936-8716Email
Room
R5336Rajeev 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
Published Date
2022Source
Asia-Pacific Journal of Marketing and Logistics
Volume:
34Issue:
3Pages:
559-575Published Date
2022Source
Asia-Pacific Journal of Marketing and Logistics.
Volume:
34Issue:
3Pages:
559-575Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global-Local Citizenship Identity
Published Date
2021Source
Journal of Marketing Research
Volume:
58Issue:
2Pages:
400-415Brand Coolness
Published Date
09/2019Source
Journal of Marketing
Volume:
83Issue:
5Pages:
36-56Creating Brand Meaning: A Review and Research Agenda
Published Date
06/2019Source
Journal of Consumer Psychology
Volume:
29Issue:
3Pages:
535-546Global Citizenship and Reactance
Published Date
09/2019Source
International Marketing Review
Volume:
36Issue:
5Pages:
628-632Published Date
2018Source
Journal of the Association for Consumer Research
Volume:
3Issue:
2Pages:
216-228Brand Love: Development and Validation of a Practical Scale
Published Date
2017Source
Marketing Letters
Volume:
28Issue:
1Pages:
1-14Positioning Multi-country Brands: The Impact of Variation in Cultural Values and Competitive Set
Published Date
2017Source
Journal of Marketing Research
Volume:
54Issue:
6Pages:
914-931Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation
Published Date
2017Source
Journal of Retailing
Volume:
93Issue:
3Pages:
369-381Published Date
2017Source
Journal of Consumer Psychology
Volume:
27Issue:
2Pages:
270-277Integrating Marketing Communications: New Findings, New Lessons and New Ideas
Published Date
2016Source
Journal of Marketing
Volume:
80Issue:
6Pages:
122-145The Moderating Role of Dialecticism in Consumer Responses to Product Information
Published Date
2016Source
Journal of Consumer Psychology
Volume:
26Issue:
3Pages:
381-394An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust and Affect
Published Date
2015Source
Journal of International Marketing
Volume:
23Issue:
1Pages:
50-71Building a Brand Image Across Multiple Countries: Consistency
Published Date
2014Source
Ideas For Leaders (#372), IEDP, London, UK
Volume:
2014Issue:
372Pages:
1-3Published Date
03/2013Source
HBR.org
Volume:
0Issue:
0Pages:
0Brand Love
Published Date
03/2012Source
Journal of Marketing
Volume:
76Issue:
2Pages:
1-16Brand Extension Strategy Planning: Empirical Estimation of Brand-Category Personality Fit and Atypicality
Published Date
04/2010Source
Journal of Marketing Research
Volume:
47Issue:
2Pages:
335-347The Stopping Power of Advertising: Measures and Effects of Visual Complexity
Published Date
09/2010Source
Journal of Marketing
Volume:
74Issue:
5Pages:
48-60Harnessing Disruptions for Marketing Strategies
Published Date
2019Source
Sage Publishers
Pages:
147-152Handbook of Marketing Advances in an Era of Disruptions
A. Parvatiyar and R Sisodia
The Psychology of Design
Published Date
2016Source
New York: Routledge
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Published Date
06/2012Source
McGraw-Hill
978-0-07-178289-0
Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.
Published Date
2011Source
Armonk, N.Y.: M.E.Sharpe, 2011