Rajeev Batra

Rajeev Batra

  • Sebastian S. Kresge Professor of Marketing
  • Director of Yaffe Center for Persuasive Communication
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
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.

Executive Leadership
Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, where he has taught courses on Strategic Brand Management, Advertising Management, Database Marketing, Marketing Research, and Sales Promotion. Batra has been at Michigan since 1989. He was previously on the faculty of the Columbia University Business School in New York. He received his Ph.D. in Marketing from the Stanford University Business School (1984) and has an M.S. in Advertising from the University of Illinois (1980), and a Post-Graduate Diploma in Management from the Indian Institute of Management, Ahmedabad (1975-77).

His research interests cover the creation and management of brand equity; the improvement of marketing communications productivity; emotional advertising; advertising repetition and budgeting, global branding, and marketing in emerging economies. He has published over 50 articles on these topics in leading academic journals or books, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and others. He is also the co-author or co-editor of 7 books, including “The New Emerging Market Multinationals” (McGraw-Hill, 2012), which was selected as the “Best Business Book of 2012” in the Strategy area, by Strategy + Business magazine. Professor Batra received the CORE Senior Faculty Research Award from the Ross School of Business in 2014.  He is on the Editorial Boards of the Journal of Marketing, Journal of Consumer Psychology, the International Journal for Research in Marketing, Journal of Advertising Research, Journal of Interactive Marketing, and others. His work has been cited over 10,000 times in the academic literature and has won several awards for long-term impact.

Prior to beginning his academic career Batra was a Brand Manager in India with Chesebrough-Pond's. He has had teaching, consulting or research relationships on advertising and direct marketing issues with various advertising and marketing firms, including American Express, Blackberry, Book-of-the-Month Club, Citibank, Black & Decker, DBS Bank, Ford Motor Company, Foote Cone and Belding/True North Communications, Hakuhodo Advertising (Japan), Johnson & Johnson, the Interpublic Group of Advertising Agencies, Eli Lilly, General Electric, General Motors, Hughes Aerospace, McCann-Erickson, Meredith, N.W. Ayer, Newsweek, Prudential AARP, Pulte Corporation, Sara Lee Direct, Scudder, Siemens Medical, Unilever, Whirlpool, WIPRO Corporation (India), Wrangler Jeans, and the U.S. Government Census Bureau.

He co-taught Direct Marketing Statistics and Modeling courses for the Direct Marketing Association, New York, from 1986 to 2010. He has also taught seminars on Branding, and Improving Marketing Communications Productivity, in the US, Chile, China, Colombia, Costa Rica, Croatia, Czech Republic, Guatemala, India, Italy, Japan, Peru, S. Korea, Sweden, Turkey and the UK. He has served as the Area Director for Marketing of the William Davidson Institute and is the co-Director of the Yaffe Center for Persuasive Communication at the Ross School of Business. He was Chair of the Marketing Area at the Ross School of Business from 2003-2007.

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...

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.

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

Brand Love: Development and Validation of a Practical Scale (also shown in academic journal research section)

Authors
Bagozzi, R.P., Batra, R. and Ahuvia, A.
Published Date
2017

Source

Marketing Letters
Volume: 
28
Issue: 
1
Pages: 
1-14
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

Integrating Marketing Communications: New Findings, New Lessons and New Ideas (also shown in academic journal research section)

Authors
Batra, R. and Keller, K.L.
Published Date
2016

Source

Journal of Marketing

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
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
Professor Rajeev Batra’s research shows that for some people, touching a product can influence their decision to buy.

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