RAJEEV BATRA

2885 Renfrew Street Ross School of Business, R5336

Ann Arbor, MI 48105 University of Michigan, 701 Tappan St.
1-(734) 663-1874 Ann Arbor, MI 48109-1234, USA
Voice Telephone: 1-734-764-0118
Fax: 1-734-936-8716; Skype=rajeevba
E-mail: rajeevba@umich.edu

EXPERIENCE S. S. Kresge Professor of Marketing, Ross School of Business, University of

Michigan, Ann Arbor, MI, 1989-present. Area Chair, Marketing Dept., 2003-07.
Teach courses on Strategic Brand Management, Advertising Management,
Marketing Research, Sales Promotions, Database Marketing, International
Marketing; PhD course on Behavioral Research in Advertising and Branding.
Tenured 1991. Associate Professor, January 1989 - August 1997. “Top Nominee”
(Finalist) for “Best MBA Teacher” Award (2013, 2011, 2010, 2009, 1996). Listed
among “Outstanding Faculty” at Michigan by BusinessWeek (1997, 1995). For the
William Davidson Institute, Core Faculty (Marketing), 1993 - 95; Research
Director, 1995 - 97; Area Director for Marketing, 1997-2004. (Co-) Director,
Yaffe Center for Persuasive Communications, May 1999-2017.

Hindustan Unilever Visiting Chaired Professor (Honorary), Indian Institute of

Management (Ahmedabad), 2019-22 (extended because of the Covid pandemic).

Associate Professor, July 1987 - December 1988, and Assistant Professor, January
1984 - June 1987, at the Graduate School of Business, Columbia University, New
York. Taught MBA courses in Advertising Management, Marketing Strategy,
International Marketing; Ph.D. seminars in Behavioral Science in Marketing.

Visiting Professor, Citibank Consumer Services Europe, Brussels, June-July 1992.

Visiting Professor, Young and Rubicam, New York, June 1988.

Times Mirror Centennial Visiting Assistant Professor, Department of Advertising,

University of Texas, Austin, TX, Fall 1986.

Brand Manager, 1977-1979, Chesebrough-Pond's Inc., India. Brands managed

include the Pond's Cold Cream and Vaseline lines. Responsibilities included
marketing strategy, advertising, market research, cost reduction, pricing, sales
force and production coordination. Head, corporate new products team.

EDUCATION 1980-84 Ph.D. in Business (Marketing)

Graduate School of Business, Stanford University, CA.
1979-80 M.S., Advertising
University of Illinois, Urbana-Champaign, IL.
1975-77 Post-Graduate Diploma in Management (Marketing) (=MBA)
Indian Institute of Management, Ahmedabad, India.
1972-75 B.A., Honours in Economics
Delhi University, New Delhi, India.
 2

HONORS 2023. Awarded status of “Fellow of the Society of Consumer Psychology.”

2021. Marketing Letters paper on Hedonic vs. Utilitarian attributes (1991, with
Ahtola) named their most-cited paper ever (3500+ citations).
2021. JIBS paper on Global Brands (2003, with Steenkamp and Alden) selected by
JIBS to be one of their 10 papers in the last 30 years making the most
contribution to the international marketing literature.
2020. Runner-Up for the Maynard Award of the Journal of Marketing for
“significant contribution to marketing theory and thought” (for 2019 co-
authored paper on Brand Coolness in JM).
2018. Senior Faculty Research Award, Ross School of Business.
2018. Finalist for Sheth Foundation/Journal of Marketing Award for long-term
contributions to the field, for Pieters, Wedel and Batra (in JM 2010).
2014. CORE Senior Faculty Award, Ross School of Business.
2013. Rated as co-authoring 3 of the 5 highest-impact Global Branding papers, by
Chabowski, Hult and Samiee (JIBS, 2013, 44, 622-634).
2013. Winner of Thorelli Award from the Journal of International Marketing for
“significant or long-term contribution to international marketing theory
and practice” for 1997 JIM publication.
2013. Runner-Up for the Maynard Award of the Journal of Marketing for
“significant contribution to marketing theory and thought” (for 2012 co-
authored paper on Brand Love in JM).
2012. Co-authored book on “New Emerging Multinationals” named Best Book in
Strategy for 2012 by Business + Strategy magazine.
2012. Victor Bernard Teaching Leadership Award, Ross School of Business.
2012. Listed as co-author of one of the top 20 articles that had the highest impact
over the last 20 years (Journal of Consumer Psychology), for Batra et al.
2000.
2010. Finalist for the MSI/Paul Root award of the Journal of Marketing Best Paper
for Significant Contribution to the Practice of Marketing (for Pieters,
Wedel and Batra 2010).
2007. Excellence in Global Marketing Research Award given by the AMA Global
Marketing SIG for the paper “Brand Positioning through Advertising in
Asia, North America, and Europe: The Role of Global Consumer Culture,”
(published in the Journal of Marketing). The award recognizes the
author(s) of “an outstanding research article published within the last 10
years, which has significantly influenced the direction of global
marketing.”
2007. Finalist for the IJRM Best Article Award for the best paper that appeared in
2006 in the International Journal of Research in Marketing for the paper
“Consumer Attitudes Toward Marketplace Globalization: Structure,
Antecedents, and Consequences.”
2002, 1999, 1998. Listed among most frequently published consumer behavior
scholars by Eaton et.al. 1999 (Journal of Consumer Psychology, 8(1), 39-
59); among most-cited (“top 10”) advertising scholars by Beard 2002
(Journal of Advertising, 31(4), 65-75) and Pasadeos et al. 1998 (Journal of
Advertising, 27(4), 53-70).
PhD Teaching Award Nominee, 1999
Faculty Research Award Nominee, 1999
“Top Nominee” (Finalist) for “Best MBA Teacher” Award at Ross (2013, 2011,
2010, 2009, 1996).
Listed among “Outstanding Faculty” at Michigan by BusinessWeek (1995, 1997).
 3

While at Stanford:
Merit Fellow, 1981-83
Fellow, American Marketing Association Doctoral Consortium

While in the MS (Advertising) Program at the University of Illinois:

Edmund J. James Scholar
Kappa Tau Alpha (National Communications Honor Society)
Crain Communications Fellow
First Place Winner, Philip Morris Graduate Marketing/Communications
Competition, 1980.

At the Indian Institute of Management (PGP/MBA Program):

Warren Haynes Memorial Scholar
National Scholarship Nominee

At Delhi University (BA Honors Program):

National Scholarship Nominee
National Science Talent Scholarship Award

RESEARCH Brand strategy; Consumer-Brand relationships (brand love, brand coolness, pride
INTERESTS of ownership); Global advertising; Global branding; Global consumer segments;
Marketing in emerging economies; Global brand-building by Emerging Market
Companies; Asian consumers.

Advertising theory: Brand Image/Personality/Equity, and how Advertising creates

Brands; Processes of Emotional Advertising; Attitude Structure; Repetition
Effects and Budgeting.

Advertising management and productivity: determination of the levels

and allocation of advertising budgets; the measurement of advertising
effectiveness; copy-testing systems; creative and media strategies; IMC.

RESEARCH 1. Published and Forthcoming Journal Articles/Book Chapters/Conference Papers

ACTIVITY
As of April 2023, Cumulative Citation Count (Google Scholar) is 33,000+
(11470+ since 2018), with h-index of 50 and i10-index of 76.
See: http://scholar.google.com/citations?user=VvlgtKEAAAAJ

Rajeev Batra and Michael L. Ray, "Advertising Situations: The Implications of

Differential Involvement and Accompanying Affect Responses." In R.J. Harris
(Ed.) Information Processing Research in Advertising. Hillsdale, NJ: Erlbaum,
1983, 127-151. (GS count=106 citations)

Michael L. Ray and Rajeev Batra, "Emotion and Persuasion in Advertising: What
We Know and Don't Know about Affect." In R. P. Bagozzi and A.M. Tybout
(Eds.) Advances in Consumer Research, Vol. X. Ann Arbor: Association for
Consumer Research, 1983.(GS count=252 citations)

Rajeev Batra and Michael L. Ray, "Operationalizing Involvement as Depth and

Quality of Cognitive Responses." In R. P. Bagozzi and A. M. Tybout (Eds.)
 4

Advances in Consumer Research, Vol. X. Ann Arbor: Association for Consumer

Research, 1983.( GS count= 241 citations)

Rajeev Batra and Michael L. Ray, "How Advertising Works at Contact." In L.

Alwitt and A.A. Mitchell (Eds.) Psychological Processes and Advertising Effects:
Theory,Research and Application. Hillsdale, N J: Erlbaum, 1985, 13-43. (GS
count=380 citations)

Rajeev Batra, "Affective Advertising: Role, Processes, and Measurement. "In The
Role of Affect in Consumer Behavior: Emerging Theories and Applications, R.A.
Peterson,W. S. Hoyer and W.R. Wilson (Eds.), Lexington, Mass: D.C. Heath,
1986, 53-85. (GS count=154 citations)

Rajeev Batra and Michael L. Ray, "Situational Effects of Advertising Repetition:

The Moderating Influence of Motivation, Ability and Opportunity to Respond,"
Journal of Consumer Research, March 1986, 12, 432-445. (GS count = 649
citations)

Rajeev Batra and Michael L. Ray, "Affective Responses Mediating Acceptance of

Advertising," Journal of Consumer Research, September 1986, 13, 234-249. (GS
count=2052 citations)

Morris B. Holbrook and Rajeev Batra, "Assessing the Role of Emotions as

Mediators of Consumer Responses to Advertising," Journal of Consumer
Research, December 1987, 14, 404-420. (GS count=2623 citations)

Rajeev Batra and Wilfried R. Vanhonacker, "Falsifying Laboratory Results

Through Field Tests: A Time-Series Methodology and Some Results," Journal of
Business Research, June 1988, 16, 281-300. (GS Count = 11 citations.)

Amiya Basu and Rajeev Batra, "ADSPLIT: An Advertising Budget Allocation

Model," Journal of Advertising, June 1988, 17(1), 44-51. (GS Count=32
citations.)

Morris Holbrook and Rajeev Batra, "Toward a Standardized Emotional Profile

(SEP) Useful in Measuring Responses to the Nonverbal Components of
Advertising." In Advertising and Consumer Psychology, eds. Sidney Hecker and
David W. Stewart, Lexington, MA: D.C. Heath, 1988, 95-109. (GS count=95
citations)

Rajeev Batra and Morris B. Holbrook, "Developing a Typology of Affective

Responses to Advertising: A Test of Validity and Reliability," Psychology and
Marketing, Spring 1990, 7(1), 11-25. (GS count=307 citations)

Rajeev Batra and Douglas M. Stayman, "The Role of Mood in Advertising

Effectiveness," Journal of Consumer Research, September 1990, 17, 203-214. (GS
count=950 citations)

T.J. Olney, Morris Holbrook, and Rajeev Batra, "Consumer Responses to

Advertising: The Effects of Ad Content, Emotions, and Attitude on Viewing
 5

Time," Journal of Consumer Research, March 1991, 17, 440-453.( GS count=933

citations)

Douglas M. Stayman and Rajeev Batra, "Encoding and Retrieval of Ad Affect in

Memory," Journal of Marketing Research, May 1991, 28, 232-239.(GS count=217
citations)

Rajeev Batra and Olli Ahtola, "Measuring the Hedonic and Utilitarian Sources of
Consumer Attitudes," Marketing Letters, Spring 1991, 2(2), 159-170.( GS count=
3647 citations)

Donna Hoffman and Rajeev Batra, "Viewer Response to Programs:

Dimensionality and Concurrent Behaviors," Journal of Advertising Research,
August/September 1991, 31 (4), 46-56.(GS count=46 citations)

Rajeev Batra, Donald R. Lehmann, and Dipinder Singh, "The Brand Personality
Component of Brand Goodwill: Some Antecedents and Consequences," In Brand
Equity and Advertising, eds. David A. Aaker and Alexander L. Biel, Hillsdale,
N.J.: Lawrence Erlbaum Associates, 1993, pp. 83-96.( GS count=823 citations)

David Boush, Lynn Kahle, and Rajeev Batra, "Cynicism and Conformity as
Antecedents of Trust in Product Information Sources," Journal of Current Issues
and Research in Advertising, Fall 1993, 15(2), 71-79. (GS count=89 citations)

Pamela Homer and Rajeev Batra, "The Attitudinal Effects of Character-based

versus Competence-based Negative Political Communications," Journal of
Consumer Psychology, 1994, 3 (2), 163-185. (GS count=77 citations)

Rajeev Batra and Debra Stephens, "Attitudinal Effects of Ad-evoked Moods and
Emotions: The Moderating Role of Motivation," Psychology and Marketing,
May/June 1994, 11(3), 199-215 (lead article). (GS count=154 citations)

Brian Wansink, Michael L. Ray and Rajeev Batra, "Increasing Cognitive Response
Sensitivity," Journal of Advertising, June 1994, 23(2), 65-75. (GS count = 39
citations)

Gregory Rose, Aviv Shoham, Lynn R. Kahle, and Rajeev Batra, "Social Values,
Conformity and Dress," Journal of Applied Social Psychology, 1994, 24 (17),
1501-1519. (GS count=102 citations)

Amiya K. Basu, Atasi Basu, and Rajeev Batra, "Modeling the Response Pattern
to Direct Marketing Campaigns," Journal of Marketing Research, 1995, 32 (2),
204-212. (GS Count= 48 citations)

Rajeev Batra, Donald R. Lehmann, Joanne Burke, and Jae Pae, “When Does
Advertising Have an Impact? A Study of Tracking Data,” Journal of Advertising
Research, 1995, Sep/Oct, pp. 19-32.(GS count=103 citations)

Rajeev Batra, “Marketing Issues and Challenges in Transitional Economies,”

Journal of International Marketing, 1997, December, 5(4), pp. 95-114. Also
included as a book chapter: Rajeev Batra, “Marketing Issues and Challenges in
 6

Transitional Economies,” in Rajeev Batra (Editor), Marketing Issues in

Transitional Economies, Norwood, MA: Kluwer Academic Publishers, 1999, 3-35.
Winner of the 2013 Thorelli Award from the Journal of International Marketing for
“significant or long-term contribution to international marketing theory and
practice” for 1997 JIM publication. (GS count=327 citations)

Dana Alden, Jan-Benedict Steenkamp, and Rajeev Batra, “Brand Positioning

through Advertising in Asia, North America and Europe: The Role of Global
Consumer Culture,” Journal of Marketing, 1999, 63 (January), pp. 75-87.(GS
count: 1698 citations). [This paper was ranked as the second most-cited paper in
the international advertising literature, published during 1999-2002, ranked by
SSCI citations per year, by Shaoming Zou, “Contributions to International
Advertising Research,” Journal of Advertising, 34(1), Spring 2005, pp.899-110. It
also received the “Best Paper” Award of the American Marketing Association,
Global Marketing SIG, in August 2007.]

Indrajit Sinha and Rajeev Batra, “The Effect of Consumer Price Consciousness on
Private Label Purchase,” International Journal of Research in Marketing, 1999, 16,
237-251.(GS Count: 674 citations)

Rajeev Batra, V. Ramaswamy, J.B. Steenkamp, D. Alden and S. Ramachander,

“Effects of Brand Local/Non-local Origin on Consumer Attitudes in Developing
Countries,” Journal of Consumer Psychology, 2000, 9 (2, April), 83-95. Listed in
2012 as one of the 20 articles making the highest impact over the last 20 years by
the Journal of Consumer Psychology. (GS Count: 1877 citations)

Rajeev Batra and Indrajit Sinha, “Consumer-Level Factors Moderating the Success
of Private Label Brands across Product Categories,” Journal of Retailing , 2000,
76(2), 175-191.(GS count: 1118 citations)

Rajeev Batra, Pamela Homer, and Lynn R. Kahle, “Values, Susceptibility to

Normative Influence, and Attribute Importance Weights: A Nomological
Analysis,” Journal of Consumer Psychology, 2001, 11(2), 115-128.(GS count=286
citations)

J.B.Steenkamp, Rajeev Batra and Dana Alden, “How Perceived Brand Globalness
Creates Brand Value,” Journal of International Business Studies, 2003, 34, 53-
65.(GS count=1600 citations). [A managerial article by Larry Yu titled ‘The
Global Brand Advantage’ based on this paper, and interviews with the authors,
appeared in Sloan Management Review, Spring 2003, p.13.]

Lynn R. Kahle, Aviv Shoham, Greg Rose, Malcolm Smith and Rajeev Batra,
“Economic versus Personal Future-Oriented Attitudes as Consumer Shopping
Indicators,” 2003, Journal of Euromarketing, 12 (3/4), 35-54. (Reprinted in Kahle
2003.) (Recipient of Emerald Management Reviews Citations of Excellence for
Research Implications and for Originality -- being in the top 10% in these
categories.) (GS Count: 7 citations)

Zeynep Gurhan-Canli and Rajeev Batra, “When Corporate Image Affects Product
Evaluations: The Moderating Role of Perceived Risk,” Journal of Marketing
Research, 2004, 41 (May), 197-205. (GS Count: 633 citations)
 7

Rajeev Batra and Pamela M. Homer, “The Situational Impact of Brand Imagery
Beliefs,” Journal of Consumer Psychology, 2004, 14(3), 318-330. (GS count= 521
citations)

Dana Alden, J.B. Steenkamp and Rajeev Batra, “Consumer Attitudes Towards
Marketplace Globalization: Structure, Antecedents and Consequences,”
International Journal for Research in Marketing, 2006, 23(3), 227-240 (Lead
Article) (Finalist for Best Paper of the Year Award). (GS count=638 citations)

Venky Shankar and Rajeev Batra, “The Growing Influence of Online Marketing
Communications, Journal of Interactive Marketing, 2009, 23 (4), 285-287. (GS
Count = 79 citations).

Rajeev Batra, Peter Lenk and Michel Wedel, “Brand Extension Strategy Planning:
Empirical Estimation of Brand-Category Personality Fit and Atypicality,” 2010,
Journal of Marketing Research, 47 (2, April), 335-347. (GS Count=256 citations)

Rik Pieters, Michel Wedel and Rajeev Batra, “The Stopping Power of Advertising:
Measures and Effects of Visual Complexity,” Journal of Marketing, 2010, 74
(Sep.), 48-60. This paper was a Finalist for the 2018 Sheth/JM award for long-term
impact, and the 2010 MSI/Paul Root award of the Journal of Marketing for
Significant Contribution to the Practice of Marketing. (GS Count=644 citations.)

Aysegul Özsomer, Rajeev Batra, Amitava Chattopadhyay, Frankel ter Hofstede

(2012), A Global Brand Management Roadmap, International Journal of Research
in Marketing, 29 (1), 1-4. (GS Count = 66 citations.)

Rajeev Batra, Aaron Ahuvia and Richard Bagozzi, “Brand Love,” (2012), Journal
of Marketing, March, 76, 1-16 (lead article).(GS Count = 2542 citations)

Aaron Ahuvia, Richard P. Bagozzi and Rajeev Batra (2014), “Psychometric vs. C-
OAR-SE Measures of Brand Love: A Reply to Rossiter,” Marketing Letters, June,
25 (2), 235-243. (GS Count = 65 citations)

Yi Xie, Rajeev Batra and Siqing Peng (2015), “An Extended Model of Preference-
Formation Between Global and Local Brands: The Roles of Identity
Expressiveness, Trust and Affect,” Journal of International Marketing, 23(1), 50-
71. (GS Count = 256 citations)

Haizhong Wang, Rajeev Batra and Zengxiang Chen (equal authorship) (2016),
“The Moderating Role of Dialecticism in Consumer Responses to Product
Information,” Journal of Consumer Psychology, 26 (3, July), 381-394. (GS Count
= 43 citations)

Rajeev Batra and Kevin L. Keller (2016) “Integrating Marketing Communications:

New Findings, New Lessons and New Ideas,” (2016), Journal of Marketing,
November, 80(6), 122-145, http://dx.doi.org/10.1509/jm.15.0419. (Invited Article,
subjected to Peer Review). (GS Count = 763 citations)
 8

Sharon Ng and Rajeev Batra (2017), “Regulatory Goals in a Globalized World,”

Journal of Consumer Psychology, http://doi.org/10.1016/j.jcps.2016.08.003, 27(2,
April), 270-277. (GS Count=23 citations)

Richard P. Bagozzi, Rajeev Batra and Aaron Ahuvia (equal authorship) (2017),
“Brand Love: Development and Validation of a Practical Scale,” Marketing
Letters, 28 (1): 1-14 (lead article), doi:10.1007/s11002-016-9406-1 (GS
Count=325 citations)

Rajeev Batra, Yizi (Charles) Zhang, Nilufer Aydinoglu and Fred Feinberg (2017),
“Positioning Multi-country Brands: The Impact of Variation in Cultural Values
and Competitive Set,” Journal of Marketing Research, 54(6), 914-931. (GS
Count=26 citations)

Wumei Liu, Rajeev Batra and Haizhong Wang (2017), “Product Touch and
Consumers’ Online and Offline Buying: The Role of Mental Representation,”
Journal of Retailing, 93 (3), 369-381. (GS Count= 115 citations)

Aaron Ahuvia, Nitika Garg, Rajeev Batra, Brent McFerran and Pablo Brice L. De
Diesbach (2018), “Pride of Ownership: An Identity-Based Model,” Journal of the
Association of Consumer Research, April, 3 (2), 216-228,
http://dx.doi.org/10.1086/697076. (GS Count = 19 citations)

Caleb Warren and Rajeev Batra (joint first authors), Sandra Laureiro, Richard
Bagozzi (2019), “Brand Coolness,” Journal of Marketing, 83(5, September), 36-
56. (GS Count = 167 citations)

Rajeev Batra and Yi Wu (2019), “Global Citizenship and Reactance,”

International Marketing Review, 36(5), 628-632. (GS Count = 2 citations)

Rajeev Batra (2019), “Creating Brand Meaning: A Review and Research Agenda,”
Journal of Consumer Psychology, 29(3), 535-546. (GS Count = 37 citations)

Sharon Ng, Ali Faraji-Rad and Rajeev Batra (2021), "Uncertainty Evokes
Consumers’ Preference for Brands Incongruent with their Global-Local
Citizenship Identity," Journal of Marketing Research, 58(2), 400-415. (GS Count
= 20 citations)

Rajeev Batra, Dongmei Li and C.Y. Chiu (2022), “Consumption Attitudes and
Behaviors in Asia: A “Discovery-Oriented” Fresh Look,” Asia Pacific Journal of
Marketing and Logistics, 34 (3), 559-575, https://doi.org/10.1108/APJML-12-
2020-0878. (GS Count = 3 citations)

OTHER PUBLICATIONS INCLUDING BOOK CHAPTERS:

Jan-Benedict J.B. Steenkamp, Rajeev Batra, Dana L. Alden (forthcoming), “How

Brand Globalness Creates Brand Value: Looking Back, Looking Ahead,” to appear
in: Key Contributions to International Marketing, eds. Costas Katsikeas, Petra
Riefler and Saeed Samiee, pub.by Palgrave-Macmillan and JIBS.
 9

Rashi Glazer and Rajeev Batra, "Cable TV Advertising: A Strategic Overview." In

Cable TV Advertising: In Search of the Right Formula, eds. Rajeev Batra and
Rashi Glazer, New York: Quorum Books, 1989.

Rajeev Batra, "When Does Greater Program Impact Lead to Greater Advertising
Impact?" In Cable TV Advertising: In Search of The Right Formula, eds. Rajeev
Batra and Rashi Glazer, New York: Quorum Books, 1989.

T.J. Olney, Rajeev Batra, and Morris B. Holbrook, "A Three Component Model of
Attitude Toward the Ad: Effects on the Zipping and Zapping of Television
Commercials." In Emotions and Advertising, eds. Stuart Agres and Julie A. Edell,
Lexington, MA: D.C. Heath, 1989.

Louisa Ha, Mrinal Ghosh, Rajeev Batra and Jie Hai Zhang, “Product Distribution
in China: A Transaction Cost Perspective,” in Rajeev Batra (Editor), Marketing
Issues in Transitional Economies, Norwood, MA: Kluwer Academic Publishers,
1999, 187-195.

Rajeev Batra and Youjae Yi, “Brand-Building Challenges in Overseas Markets for
Korean Firms,” in Rajeev Batra (Editor), Marketing Issues in Transitional
Economies, Norwood, MA: Kluwer Academic Publishers, 1999, 243-277. [Korean
version published as: Youjae Yi and Rajeev Batra, “Challenges for Korean
Companies in Building Brands in the Western Market,” Korean Marketing Journal,
1999, 1(3), 73-108.]

Ahuvia, A. C., R. Batra and R. Bagozzi, “Love, Desire and Identity: A Conditional
Integration Theory of the Love of Things,” 2009, The Handbook of Brand
Relationships, Eds. Deborah J. MacInnis, C. Whan Park and Joseph W. Priester,
M.E. Sharpe, 342-357. (GS Count=137 Citations)

Rajeev Batra, “Harnessing Disruptions for Marketing Strategies,” in A. Paraviyar

and R. Sisodia (Eds.), Handbook of Marketing Advances in an Era of Disruptions,
Sage Publishers, 147-152.

2. Books (co-authored or co-edited)

Rajeev Batra, Colleen Seifert and Diann E. Brei (Co-Editors), The Psychology of
Design, Routledge, 2016. (GS Count=41 Citations)

Amitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul

Ozsomer, The New Emerging Market Multinationals: Four Strategies for
Disrupting Markets and Building Brands, New York: McGraw-Hill, June 2012.
Selected by Strategy + Business magazine (Booz and Co.) as “Best Business Book
of the Year” in the Strategy category, for 2012. Reviewed by the Economist
magazine in August 2012, among many other publications. (GS count=102
citations)

Rajeev Batra, Punam Anand Keller, and Victor J. Strecher (Co-Editors),

Leveraging Consumer Psychology for Effective Health Communications: The
Obesity Challenge. Armonk, N.Y.: M.E.Sharpe, 2011. (GS count=22 citations)
 10

Linda M. Scott and Rajeev Batra (Editors), Persuasive Imagery: A Consumer

Response Perspective, Mahwah, N.J.: Lawrence Erlbaum, 2003. (GS count=151
citations)

Rajeev Batra (Editor), Marketing Issues in Transitional Economies, Norwood,

MA: Kluwer Academic Publishers, 1999. (GS count=39 citations)

David Shepard Associates, Inc. (with contributions by Rajeev Batra, et al.), The
New Direct Marketing, Homewood, IL., Dow Jones-Irwin, 1999, 3d edition. (GS
count=198 citations)

Rajeev Batra, John Myers, and David Aaker, Advertising Management, Fifth
Edition, Upper Saddle River, N.J: Prentice-Hall, 1996.(GS count: 2777 citations)

Rajeev Batra and Rashi Glazer (Eds.), Cable Television Advertising: In Search of
the Right Formula, New York, Quorum Books, 1989.

3. Other PubIished Conference Proceedings

Kent M. Lancaster, Rajeev Batra and Gordon E. Miracle, "How the Level,
Intensity and Distribution of Advertising Affect Market Concentration."
Proceedings, American Academy of Advertising Convention, Lincoln, Nebraska,
1982.

Rajeev Batra, "Understanding the Likability/Involvement Interaction: The

'Override' Model," in E. C. Hirschman and M. B. Holbrook (Eds.), Advances in
Consumer Research, Vol. XII. Ann Arbor: Association for Consumer Research,
1984.

Rajeev Batra, "How Emotional Ads Work: Theory and Evidence." In Nancy
Stephens (Ed.), Proceedings, American Academy of Advertising Convention,
Charleston, South Carolina, 1985.

Rajeev Batra, "Marketing Oral Rehydration Solution/Therapy: A Product

Management Perspective." In B. Furst (Ed.) Social Marketing of Oral Rehydration
Therapy/Solution. Arlington, VA: Management Science for Health, 1985.

Kristina D. Frankenburger-Graham, Malcolm C. Smith, Lynn R. Kahle, and

Rajeev Batra, "Exploring the Relations Between Consumer Perceptions of
Marketing, Materialism, and Life Satisfaction," Proceedings, Academy of
Marketing Science Conference, Miami, 1993.

Pamela M. Homer and Rajeev Batra, “The Impact of Susceptibility to Normative

Influence on the Relationship between Consumer Personality and Brand
Personality,” Winter Conference Proceedings of the Society for Consumer
Psychology, Edited by C. Pechman and S. Ratneshwar, pp. 132-140, 1997.

Rajeev Batra, “Style and Metaphor in Visual Persuasion,” Advances in Consumer

Research, Vol. 29, Edited by Susan M. Broniarczyk and Kent Nakamoto, pp. 264-
266, 2002.
 11

4. Working Papers

Rajeev Batra and Michael L. Ray, "Identifying Opportunities for Repetition

Minimization," Working Paper No. 84-108, Marketing Science Institute, Boston,
Mass., 1984.

Rajeev Batra, “Marketing Issues and Challenges in Transitional Economies,”

Working Paper No. 12, William Davidson Institute at the University of Michigan
Business School, October 1996.

Rajeev Batra, Peter Lenk and Michel Wedel,” “Strategic Planning of Brand
Extensions using Fit and Atypicality Measures,” Working Paper No. 09-111,
Marketing Science Institute, Boston, Mass, 2009.

5. Journal Submissions and In-Progress Manuscripts:

“How Underlying Consumer Values Shape Consumer Preferences in Asia,”

Rajeev Batra, S. Arunachalam, Mike Lee and Nancy Wong, submitted for third
review at Journal of International Business Studies.

“Pride of Ownership,” Rajeev Batra, Nitika Garg, Aaron Ahuvia and Richard
Bagozzi, 3 studies complete and being written up.

“Brand Legitimacy,” Florian Kock, Rajeev Batra, and A. Josiassen, working paper
being revised, data collection complete.

Presentations

1982

Kent M. Lancaster, Rajeev Batra, and Gordon E. Miracle, "How the Level,
Intensity and Distribution of Advertising Affect Market Concentration," Annual
Convention of the American Academy of Advertising, Lincoln, Nebraska, March.

Dick R. Wittink and Rajeev Batra, "Toward a Theory of Brand Proliferation,"

TIMS Special Conference on Market Measurement and Analysis, Wharton School,
March.

Rajeev Batra and Michael L. Ray, "The Two Components of Affect and Their
Implications for Advertising Strategy," Colloquium on Involvement, New York
University, June.

1983

Rajeev Batra and Michael L. Ray, "Operationalizing Involvement as Cognitive

Response," Association for Consumer Research Annual Conference, San
Francisco, October.
 12

Michael L. Ray and Rajeev Batra, "Emotion and Persuasion in Advertising: What
We Know and Don't Know about Affect," Association for Consumer Research
Annual Conference, San Francisco, October.

1984

Rajeev Batra and MichaeI L. Ray, "How Advertising Works at Contact," Annual
Conference on Advertising and Consumer Psychology, Chicago, May.

Rajeev Batra, "Affective Advertising: The Measurement of Processes and Effects,"

Annual Conference of American Psychological Association (Division 23),
Toronto, August.

Rajeev Batra and Michael L. Ray, "The Affective Responses Mediating

Acceptance of Advertising," Annual Conference of American Psychological
Association (Division 23), Toronto, August.

Rajeev Batra, "Affective Advertising: Role, Processes, and Measurement,"

Conference on the Role of Affect in Consumer Research, University of Texas at
Austin, Austin, September.

Rajeev Batra, "Understanding the Likability/Involvement Interaction: The

'Override' Model," Association for Consumer Research Annual Conference,
Washington, D.C., October.

Rajeev Batra, "Social Marketing of Oral Rehydration Solution and Therapy: A

Product Management Perspective," Social Marketing Conference of USAID Oral
Rehydration Project, Washington, November.

1985

Rajeev Batra and Michael L. Ray, "Repetition Minimization," MiniConference of

Marketing Science Institute, Boston, February.

Rajeev Batra, "How Emotional Ads Work: Theory and Evidence," Annual
Conference of American Academy of Advertising, Charleston, South Carolina,
March.

Rajeev Batra and Michael L. Ray, "Affect in Advertising: Theory, Method and
Application," Association for Consumer Research Annual Conference, Las Vegas,
October.

Rajeev Batra, "Effects of Advertising Repetition and Information Content on

Brand Attitude Structure," Association for Annual Research Annual Conference,
Las Vegas, October.

Donna Hoffman and Rajeev Batra, "Contingent Effects of Program Environment

on Advertising Effectiveness," Association for Consumer Research Annual
Conference, Las Vegas, October.

1986
 13

Rajeev Batra and Wilfried Vanhonacker, "Modeling Communication Effects in the

Real World: Testing the Hierarchy-of-Effects," Marketing Science Conference,
Dallas, Texas, March.

Amiya Basu and Rajeev Batra, "ADSPLIT: An Advertising Budget Allocation

Model," Marketing Science Conference, Dallas, Texas, March.

Morris Holbrook and Rajeev Batra, "Developing a Standardized Emotional Profile

(SEP) to Measure Emotional Responses to Advertising," Annual Conference on
Advertising and Consumer Psychology, New York, May.

Rajeev Batra and Morris Holbrook, "Dimensions of Emotional Response to

Advertising," Annual Conference of American Psychological Association
(Division 23), Washington, D.C., August.

Rajeev Batra, "Multiple Attitude Components," Graduate School of Business,

University of Texas at Austin, Austin, Texas, October.

Rajeev Batra, "Behavioral Research in Marketing," Professors' Colloquium, Direct

Marketing Association, New York, November.

1987

Rajeev Batra, "A Theory of Sometimes Reasoned Consumer Action," Sandage

Symposium III: Contending Psychological Approaches to Advertising," University
of Illinois, Department of Advertising, June.

Rajeev Batra and Olli Ahtola, "Hedonic and Utilitarian Attitude Components,"
Annual Conference of American Psychological Association (Division 23), New
York, August.

Rajeev Batra and Debra Stephens, "Affective Responses, Attitude to the Ad, and
Attitude to the Brand: A Test of Contingencies and Processes," Annual Conference
of Association for Consumer Research, Boston, October.

Rajeev Batra and Morris HoIbrook, "A Typology of Emotional Responses to

Advertising," Annual Conference of Association for Consumer Research, Boston,
October.

Rajeev Batra, "Some Recent Research on Attitude Structure," Marketing

Department, University of Utah, Salt Lake City, October.

Rajeev Batra, "Some Recent Research on Attitude Structure," Marketing

Department, University of Washington, Seattle, October.

1988

Rajeev Batra and Olli Ahtola, "Hedonic and Utilitarian Attitude Components,"
Annual Conference of Association of Consumer Research, Hawaii, October.
 14

Rajeev Batra and Debra Stephens, "The Effects of Advertising Repetition on

Attitude Structure," Annual Conference of Association of Consumer Research,
Hawaii, October.

Rajeev Batra, "Some Lessons from Single Source Data," Annual Electronic Media
Workshop, Advertising Research Foundation, New York, December.

1989

Rajeev Batra, Wilfried Vanhonacker, and Donghoon Kim, "The Effects of

Advertising Frequency on Sales: Some Results from Single Source Data,"
Marketing Science Conference, Durham, NC, March.

Rajeev Batra and Donghoon Kim, "Advertising Applications of Single Source

Data," Advertising Research Foundation Conference on Single Source Data, New
York, September.

Rajeev Batra, "The Conative Component of Attitudes," Annual Conference of

Association of Consumer Research, New Orleans, October.

Rajeev Batra and Douglas Stayman, "Moderators and Processes for Mood Effects
in Advertising," Annual Conference of Association of Consumer Research, New
Orleans, October.

1990

Kristina Frankenburger and Rajeev Batra, "Factors Affecting Media Habits and
Product Preferences Among the Elderly," Annual Conference of Society for
Consumer Psychology, Boston, August.

Punam Anand and Rajeev Batra, "Executional Determinants of Repetition

Effects," Association for Consumer Research, New York, October.

1991

Rajeev Batra, "How Ad-evoked Affect Influences Brand Attitudes," Marketing

Science Institute Conference on Emotions in Advertising, Fuqua School of
Business, Duke University, February 1991.

Rajeev Batra, "Affect and Advertising: A Research Program," School of Business

Administration Research Seminar, University of North Carolina, Chapel Hill,
April 1991.

Rajeev Batra, "Affect and Consumer Behavior," Keynote Address at Conference

on Affect and Communication, Department of Communications, University of
Texas at Austin, April 1991.

Rajeev Batra, "Advertising Research: The Priorities," Invited Talk at the American
Marketing Association Doctoral Consortium, University of Southern California,
Los Angeles, August 1991.
 15

1992

Rajeev Batra, Ronald Inglehart, and Venkat Ramaswamy, "Global Value

Consumer Segments," Association for Consumer Research Summer Conference,
Amsterdam, June 1992.

Rajeev Batra, "Dimensionality of Overall Attitudes," Association for Consumer

Research, Vancouver, Canada, October 1992.

1993

Kristina Frankenburger, Malcolm Smith, Lynn Kahle, and Rajeev Batra,

"Exploring the Relations Between Consumer Perceptions of Marketing,
Materialism and Life Satisfaction," 1993 Academy of Marketing Science
Conference, Miami, February 1993.

1995

Rajeev Batra, “The Why, When, and How of Global Branding,” Marketing
Science Institute Conference on Brand Equity, Tucson, AZ., March 1995.

1997

Pamela Homer and Rajeev Batra, “The Impact of Susceptibility to Normative

Influence on the Relationship between Consumer Personality and Brand
Personality,” 1997 Winter Conference Proceedings of the Society for Consumer
Psychology, St. Petersburg, FL., February 1997.

Rajeev Batra, “Marketing Issues in Transitional Economies: The Davidson

Institute Perspective,” Sixth International Conference on Marketing and
Development, Mangalia, Romania, July 1997.

1999

Rajeev Batra, “Marketing Challenges in Transitional Economies: The Davidson

Institute Project,” Annual Winter Conference of the American Marketing
Association, St. Petersburg, FL., February 1999.

Rajeev Batra, “Marketing Challenges in Transitional Economies: The Davidson

Institute Project,” session presentation at the Annual Marketing and Public Policy
Conference, University of Notre Dame, May 1999.

Dana Alden, J.B. Steenkamp and Rajeev Batra, “Global Brand Positioning and
Advertising Effectiveness: Does Acculturation to Global Consumer Culture Make
a Difference?,” paper presented at the AMA Summer Educator’s Conference, San
Francisco, CA, August 7-10.

2000

Rajeev Batra, “Global Brands: A Critical Look,” invited presentation to marketing

seminar at the Harvard Business School, April 19, 2000.
 16

Rajeev Batra, “Global Brands: Consumer Motivations and Mechanisms,” Invited

presentation at Annual European Conference of Marketing Science Institute, on
Global Brands, Milan, Italy, June 20, 2000.

J.B. Steenkamp, Rajeev Batra and Dana Alden, “Global Brands”, at Marketing
Science Conference, UCLA, June 2000.

2001

Rajeev Batra, “Global Brands: Consumer Motivations and Mechanisms,” Invited

presentation at Workshop on Global Branding Research, McDonough School of
Business, Georgetown University, Washington DC, May 2001.

Rajeev Batra, “Challenges and Opportunities for Global Brands in China,”

Conference on Marketing Challenges in China, China-Europe Business School,
Shanghai, China, June 2001.

2002

Rajeev Batra, “Corporate Image,” Tilburg University (Netherlands), June.

2003

Rajeev Batra, “Global Brands: Why and When,” Invited presentation at Freeman
School of Business, Tulane University, March 2003

Rajeev Batra, “Global Brands: Consumer Motivations and Mechanisms,” Invited

presentation at Fisher College of Business, Ohio State University, April 2003

Rajeev Batra, “Increasing the Return on Marketing Communication Investments,”

Procter & Gamble China, Guangzhou, November 2003.

Rajeev Batra, “Global Branding: Orchestration or Improvisation?” MSI

Conference on Brand Orchestration, Orlando, December 2003.

2004

“Needed Research in Branding,” Invited talk at the Research Generation

Workshop of the Marketing Science Institute, Goizeta Business School, Emory
University, May 2004.

“Circumplex Model of Brand Personality,” by Peter Lenk, Rajeev Batra, and

Michel Wedel, presented at the 2004 Joint Statistical Meetings of the American
Statistical Association and the Institute of Mathematical Statistics, Toronto,
August 2004.

2005

Rajeev Batra, “Successful Brand-building,” Invited Keynote Talk at the American

Marketing Association, Detroit, March 2005.
 17

2006

“Antecedents, Mediators and Moderators of Consumer Preference for Global

Brands,” Koc University, Istanbul, Turkey, July.

2007

Invited Panelist at the Second International Conference on Research in Marketing,

Indian Institute of Management, Ahmedabad, January 2007.

“Brand Love,” Marketing Science Institute Conference on “Creating and

Cultivating Brand Connections,” Minneapolis MN, June 2007.

“Brand Love,” Consumer Psychology Conference on Branding, Santa Monica,

CA, June 2007.

“Brand Love,” Association for Consumer Research Annual Conference, Memphis

TN, Oct. 2007.

2008

“Does Global Brand Consistency Increase Global Brand Preference?” Invited Talk,
Nanyang Business School, Singapore, January.

“Two Projects on Branding,” Invited Talk, University of California at Irvine,

February.

Panelist and Conference Co-Organizer of the Marketing Science Institute/Yaffe

Center/UCR-Riverside Conference on ‘Leveraging Online Media and Online
Marketing,’ Palm Springs, CA, February.

“Brand Love,” SCP ACP Conference, Los Angeles, June.

“Brand Extension Strategy Planning,” University of Hawaii, Manoa, September.

2009

“Understanding the Appeal of Local Brands: The Case of Turkey” (with Nilufer
Aydinoglu), Third International Conference on Research in Marketing, Indian
Institute of Management, Ahmedabad, January 2009.

“Brand Extension Strategy Planning,” Nanyang Business School, Singapore, April.

‘Understanding the Appeal of Local over Global Brands,” with Nilufer Aydinoglu
and Aysegul Ozsomer, Association of Consumer Research, October.

2010

“Brand Love,” INSEAD, March 2010.

 18

“Brand Love,” (with Aaron Ahuvia and Rick Bagozzi), Colloquium on the
Consumer-Brand Relationship, Orlando, April 2010

“Global Branding Strategies of Emerging Market multinationals” (with Amitava

Chattopadhyay and Aysegul Ozsomer), Global Branding Conference, Koc
University, Istanbul, June 2010.

2011

“Global Branding Strategies of Emerging Market multinationals,” IIM Ahmedabad

Conference on Marketing in Emerging Economies, January 2011.

“Visual Advertising; Pathways and Moderators,” Society for Consumer

Psychology Annual Conference, Atlanta, February 2011.

“Brand Love” and “Multi-Country Brands: Does More Consistent Global Imagery
Increase Brand Preference?,’ Emory University, February 2011.

“Brand Love” and “Multi-Country Brands: Does More Consistent Global Imagery
Increase Brand Preference?,’ University of Georgia, Terry College of Business,
February 2011.

“The Future of Advertising Research,” Invited Keynote Address at Doctoral

Consortium of the American Academy of Advertising, Mesa AZ, April 2011.

“Brand Love” and “Multi-Country Brands: Does More Consistent Global Imagery
Increase Brand Preference?,’ Sun-Yat Sen University Business School,
Guangzhou, China, June 2011.

“Brand Love” and “Multi-Country Brands: Does More Consistent Global Imagery
Increase Brand Preference?,’ HKUST, July 2011.

2012

“Global Branding Strategies of Emerging Market multinationals,” IIM Lucknow

Conference on Marketing in Emerging Economies, January 2012.

“Preference for Global Brands: The Role of Affect and Trust,” with Yi Xie,
American Marketing Association Annual Winter Conference, February 2012.

“Why CSR Creates Favorable Brand Attitudes”, Sun-Yat-Sen University Business

School, Guangzhou, China, June 2012.

“Mind the Gap: Bringing Practice into Academic Research,” Keynote Address,
All-China Marketing Scholar Forum X, Hong Kong University, June 2012.

“Why CSR Creates Favorable Brand Attitudes”, Kenan-Flagler Business School,

University of North Carolina, September 2012.

2013
 19

“Why CSR Creates Favorable Brand Attitudes”, Fuqua School of Business, Duke
University, February 2013.

“Global Branding Perspectives: Positioning Multi-Country Brands, and Why CSR

Creates Favorable Brand Attitudes,” Keynote Talk, ING Global Colloquium on
Brands and Consumption Practices, University of Connecticut, April 2013.

“Globalization, Regulatory Focus and Brand Preferences,” Sun-Yat-Sen University

Business School, Guangzhou, China, June 2013.

“Mind the Gap,” Invited Keynote, ACR Doctoral Consortium, Chicago, October
2013.

“Overview of my Branding Research,” Invited Talk (Special Perspectives

Session), ACR Annual Conference, Chicago, 2013.

“Making Sense of the New Media Chaos: A Brand-centric, Objectives-driven

Framework,” Invited talk at the 2013 Fall Trustees Meeting of the Marketing
Science Institute, San Francisco, November.

2014

“Dialecticism” and “Face and Luxury” papers presented at Sun Yat Sen Business
School, Guangzhou, China, March 2014.

“Overview of my Branding Research,” China Europe Business School (CEIBS),

Shanghai, March 2014.

“Research on Brand Love,” Keynote Talk at the German Conference on Brand

Management (DERMARKENTAG2014), Koblenz, Germany, September 2014.

2015

“Changing Attitudes and Values of Asian Consumers,” Webinar for WARC, April
2015.

“Developing and Delivering Fully-Integrated Marketing Programs,” Marketing

Science Institute Conference on Frontiers of Marketing,” July 2015 in Boston.

2016

“”Cross-Country Positioning of Global Brands: The Role of Cultural Values”

presented (March – June 2016) at:
• Indian Institute of Management, Bangalore
• Hong Kong University of Science and Technology
• University of Hong Kong
• Sun Yat-Sen University, Guamgzhou, China PRC
• Nanyang Business School, Singapore
• University of Auckland, New Zealand
 20

• University of New South Wales, Sydney, Australia

2017

“Brand Coolness,” Distinguished Keynote Address, June 2017 at Hong Kong

University, Marketing Theory Scholars Forum

“Pride of Ownership,” October ACR Conference, Special JACR Pre-Conference

Session (Invited)

2018

“Brand Coolness,” Antai Business School, SJTU, Shanghai, China

“Values Dynamics Underlying Consumer Preference Changes in Asian Markets,”

Thought Leaders Conference on Managing Business and Innovation in Emerging
Markets, JAMS/ISB Conference, April 2018

2019

“Brand Coolness,” Asia-Pacific Conference of the Association for Consumer

Research, Ahmedabad, India, January 2019.

“Brand Coolness,” School of Economics and Management, Tsinghua University,

Beijing, April 2019.

“The Differential Effects of Face Gain versus Face Loss on Luxury Brand
Consumption,” Jianping Liang and Rajeev Batra, scheduled presentations at:
2019 Global Fashion Management Conference, Paris, July 2019;
2019 Summer Conference of the American Marketing Association, August 2019.

2020

Invited presentations at the AMA-Sheth Doctoral Consortium in India (New Delhi,

January 2020) on “Aiming for both Rigor and Relevance” and “Recent Research in
Consumer Behavior”.

Research Seminar presentation scheduled for April 2020 at Lehigh University but
postponed because of the virus outbreak.

Faculty Research Talk (Virtual) at the Southampton University Business School,

UK, on July 29, 2020, on “Recent Insights on Consumer-Brand Relationships”.

Keynote talk at 2020 International Symposium of Global Branding Strategy, on

“Global Brands in a Post-Global World: How should Managers Respond?” held
(virtually) at the Asia Europe Business School of East China Normal University,
Shanghai, PRC.

2021
 21

Global Research Colloquium (Webinar) Speaker at MICA Institute, India, 29

January 2021 (for Doctoral students and faculty from many countries), on
“Research Projects in the Branding Area: Perspectives and Learning”

AMA Sheth Doctoral Consortium (India), Invited Faculty Talk on Branding and
Brand Management, June 28, 2021.

2022

“Research on Consumer-Brand Relationships: Brand Love, Brand Coolness and

Pride of Ownership,” Talks given at:
ISCTE, Lisbon, Portugal (April 7, 2022)
Copenhagen Business School (May 3, 2022)
Koc University Business School, Istanbul (June 6, 2022)

“Global Branding: What, When and How,” at Catolica University Business

School, Porto, Portugal, April 9, 2022.

Invited Faculty talk at Doctoral Consortium at the American Marketing

Association Global Marketing Conference, Crete, Greece, May 31, 2022, on
“Managing an Impactful Career.”

“How Multiple Consumer Values Interact to Drive Consumption Preferences in

Asia,” presentation at Society for Consumer Psychology Boutique Conference on
The Global Consumer: Consumer Insights from Cross-Cultural Research, July
2022, Singapore.

2023

“Brand Iconicity” (with Jin Sung and Richard Bagozzi), Society for Consumer
Psychology Conference, Puerto Rico, March 2023.

8. Funding Grants Obtained

Marketing Science Institute - $5,000 - 1981

Michigan Business School Global Business Partnership - $9,000 - 1993
Center for International Business Education - $2,500 - 1994
William Davidson Institute - $5,000 – 1996
William Davidson Institute - $5,000 – 2000
Marketing Science Institute - $10,000 – 2007
William Davidson Institute and Ross School - $10,000 – 2008
Center for International Business Education - $3,000 – 2012
University of Michigan “Global Challenges for Third Century” (GCTC) - $15,000
(joint project on Social Marketing….#TD14)

PROFESSIONAL Member: Society for Consumer Psychology, American Marketing

AFFILIATIONS Association, Association for Consumer Research.AND SERVICE

Chair, Scientific Affairs Committee, Society for Consumer Psychology, 1997-

2000; 2006-2011.
 22

On Editorial Boards of Journal of Marketing (2012-present), Journal of Marketing

Research (1994-2003), Journal of Consumer Psychology (2004-present), Journal
of International Business Studies (2010-present), International Journal of Research
in Marketing (1997-2019; 2021-), Journal of the Academy of Marketing Science
(2006-2016), Journal of International Marketing (2007-2014), Journal of
Interactive Marketing (1987-2013); Marketing Letters (1989-2017); Journal of
Advertising (1991-2003); Journal of Advertising Research (2002-present); Journal
of Current Issues and Research in Advertising (1992-2014), Journal of Political
Marketing (2001-present).

Co-Editor of a Special Issue of Journal of International Marketing, on Marketing

Issues in Emerging Markets, 2003; Special Issue of Journal of Interactive
Marketing on Online Advertising, 2009; Special Issue of International Journal of
Research in Marketing, on Global Brands, 2011; Special Issue on Global Branding
(in preparation), Journal of International Marketing, 2023.

Chair, Best Paper Award Selection Committee, International Journal for Research
in Marketing, 2001-02; Journal of International Marketing, 2008.

Selection Committee, “Young Contributor Award,” Journal of Consumer

Psychology, 2005-6.

Finalist for Editorship of Journal of Marketing, 2005.

Ad-Hoc Reviewer for Journal of Consumer Research, Journal of Marketing,

Journal of Marketing Research, International Journal of Forecasting, Marketing
Science, Management Science, Motivation and Emotion, Psychological Bulletin,
Psychology and Marketing, Journal of the Academy of Marketing Science, Journal
of Economic Psychology, Cognition and Emotion, Journal of International
Marketing, Journal of Economics and Management Strategy, Journal of Asian
Business, Journal of International Business Studies, Human Computer Interaction,
Journal of Business Research, Journal of Public Policy in Marketing, Journal of
Product Innovation Management, European Journal of Marketing.

On Program Committee for ACR Conferences, June 1999, October 1988, October
1992, October 1996, Summer 2004 (Asia-Pacific Conference), October 2009;
Society for Consumer Psychology Conference, February 1995; International
Research Seminar on Marketing Communications and Consumer Behavior, June
1999, June 2001, June 2003, June 2005. Reviewer, SCP Conference, February
1999, ACR Conference, Sep 1998, American Psychology Conference Div. 23,
February 1999; EMAC Conference (Emerging Markets Track Co-chair), 2008.

Ad-hoc Reviewer, Research Grants Council, Hong Kong, 1999 - present

Judge for REX (Excellence in DTC Advertising) Awards, New York, 1999-2005.

Judge for Ogilvy Advertising Excellence Awards (Advertising Research

Foundation), 2012-2015.

Invited Faculty, American Marketing Association Doctoral Consortia, 1987 (New

York University); 1991 (University of Southern California); 2007 (Arizona State
 23

University); 2013 (Michigan). Invited Faculty, American Academy of Advertising

Doctoral Consortium, 2011 (Mesa, AZ); ACR Doctoral Consortium (2013).

Promotion/Tenure Reviewer: MIT, University of Wisconsin, INSEAD, American

University, Columbia University, Villanova University, Northwestern University,
University of Southern California, University of St. Louis at Missouri, University
of Oregon, Rutgers University, Duke University, University of Western Ontario,
University of Hong Kong, Anderson School of Management (UCLA), Georgetown
University, Santa Clara University, University of Delaware, New York University,
San Francisco State University, University of Rochester, University of Southern
California, University of South Carolina, Indiana University, San Jose State
University, University of California, Cornell University, Bilkent University
(Turkey), University of Texas (Austin), University of Illinois, Nanyang Business
School, Lehigh University, Chinese University of Hong Kong, Georgia State
University, Oakland University, Sabanci University (Turkey), University of
Minnesota, Boston University, Indiana University, Darden School (University of
Virginia), Nanyang Business School (Singapore).

Provided expert advice to U.S. Census Bureau on their 2010 Census Advertising
and Marketing efforts (Summer/Fall 2009).

Distinguished Honorary Professor, Sun Yat Sen Business School, Sun Yat Sen
University, Guangzhou, China, 2011-14.

Fellow, Insititute on Asian Consumer Insight, Nanyang Technological University,

Singapore, 2016-2018.

UNIVERSITY Dissertation Committees:

SERVICE At Columbia: T.J. Olney; Lydia Price; Dipinder Singh.
At Michigan: Julie Ruth, Prashanth Unnikrishnan, Eric DeRosia (Chair),
Ryan Elder.
At Helsinki School of Economics: Arja Juntunen (“Opponent”).
At University of Hawaii: Eugene Song Kim (Committee Member).
At Georgia Tech: Aditi Bajaj (Committee Member).
At IIM Ahmedabad: Arpita Pandey (Committee Member).

At Michigan:
Area Chair, Marketing Department, 2003-2007.
Selection Committee: State Undergraduate Teaching Award, 1990
Chair, Marketing Department Recruiting, 1991, 1995
Chair, Marketing Department PhD Program, 1997-9.
William Davidson Institute Core Faculty, 1993-95.
Chair, WDI Learning Committee, 1994-95.
Research Director, William Davidson Institute, 1995-97.
Area Director for Marketing, William Davidson Institute, 1997-
School Research and Publications Committee, 1996-8; 2002-3.
School Teaching Committee, 2008-2011.
School Executive Committee, 2000-2, 2022-24.
School Global Strategy Committee, 2012-13.
School Community Values Committee, 2012-14.
School Curriculum Committee, 2013-15.
 24

School MBA Curriculum Revision Task Force, 2014-15.

School Faculty Performance Evaluation Committee, 2016-17.
Assisted School in Branding/Logo Makeover, 1998. Asked to assist
School Brandbuilding Efforts, 2002-3.
School Centennial Planning Committee (co-chair), 2022-24.
Advised University Health Promotion Department for anti-drinking
campaign, 1999
Assisted University Musical Society in re-branding program, 1999
Spoke at School “Go Blue” Student recruitment event, 2002, 2004, 2013.
Faculty Advisor to winning MBA student team for “Elite Eight Brand
Management Case Competition” at Carlson/Minnesota, Nov. 2013
Presented faculty workshop on Brand Love at School Positive Business
Conference, May 2014.
University Faculty Grievance Hearing Board, 2017-18.
Faculty Advisor for BA480 (Ross Undergraduate Honors Thesis), for
Pooja Subramaniam, 2019-20.

EXECUTIVE Michigan Business School Executive Education Programs: Sessions on advertising

TEACHING research and Multivariate Statistics in Applied Marketing Research course (1989,
1990, 1991, 1992); Marketing Management sessions in courses for the Ssangyong
General Managers Program (1993, 1994); Strategic Marketing Program (1995-
present); Program on Improving the Effectiveness of Marketing Communications
(Faculty Director), 1997-2001, Brand Equity Management, 2001-4, 2007-2011);
Senior Executive Program-Asia, Hong Kong, 2003-2005, Asia Development
Program (2003-2004). Custom program for the Tatas (Global Leadership Program:
2012-2014); Custom program for the Mahindra Group (2014-2016); Challenger
Strategies for Building Brands and Businesses (2013).

Columbia University Graduate School of Business Executive

Programs (1984-1988), Advertising Research; Marketing Strategy.

Direct Marketing Association, New York: co-taught a course on Practical Direct

Marketing Statistics (1986-2009). In-house versions taught at Scudder Stevens and
Clark, Sara Lee Direct, American Express Travel Related Services (New York,
Hong Kong, Tokyo, Toronto), Prudential AARP Division, Meredith Corporation.

In-house programs/sessions on Advertising Management and/or Branding for

Procordia, Sweden (1993), Dong Feng Motor Company, Shiyan, China (1994),
Whirlpool (1996), Wrangler Jeans (1997), Eli Lilly (1998-2000; Indianapolis, and
London, UK), Ford (2000), Pulte Homes (2000), Flint Ink (2001), GE (2005),
Siemens Medical (2002), The Andersons (2002), Telecom Italia (2005), Tata
Services (2010, 2011, workshop leader).

Executive Seminar on Brand Equity taught (via the Davidson Institute or other
organizations such as Seminarium) in Istanbul, New Delhi, Prague, Milan,
Stockholm, Seoul, Zagreb, Guatemala City, Santiago, San Jose (Costa Rica), Lima
(Peru), Bogota (Colombia). Executive Program taught on “Improving Advertising
Productivity” in Bombay.

CONSULTING Have consulted or done research for for the following organizations on advertising,
branding, marketing research, or direct marketing problems: Mitsubishi
 25

DiamondVision; USAID (the PRITECH Oral Rehydration project); Johnson and

Johnson (Ethicon Endo-Surgery); McCann-Erickson Inc; MORPACE
International; QUEST Inc.(Interpublic Group of Advertising Agencies); Book-of-
the-Month Club; Newsweek; N.W. Ayer Advertising; Foote, Cone and Belding
Advertising; Swedish Post Office/Annjoy Associates; Hughes Aircraft; WIPRO
Corporation (India); General Motors Powertrain; MHA Insurance; Hakuhodo
Advertising (Japan); GE Lighting; Flint Ink; Ford Motor Co.; Siemens Medical
Systems; Black & Decker; The Andersons; US Government Census Bureau;
Samsung Electronics and L’Oreal via YouTube (Google/Alphabet).

Performed an exhaustive evaluation of advertising and direct marketing programs

in Germany and Belgium for Citibank Consumer Services Europe, Brussels, as
Visiting Professor, 1992.

Expert Witness Testimony for Mark Anthony Beverages (2014-15).

On Agency Review Committee, McCann-Erickson Detroit (1996-97).

Director of Pan-Asian “WAVE 1” Consumer Values and Attitudes Study, Institute

for Asian Consumer Insights, Nanyang Business School, Singapore (2012-13).

MEDIA
APPEARANCES BusinessWeek, CNN, The Economist, Fortune, Forbes, New York Times, Wall
Street Journal, Parade magazine (multiple appearances, partial list).

PERSONAL Married, male; born 1956. U.S. Citizen. Two children.

(Last Updated: May 2023)