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When Does Advertising Have an Impact? A Study of Tracking Data

Batra, Rajeev; Lehmann, Donald R.; Burke, Joanne; Pae, Jae - In: Journal of advertising research 35 (1995) 5, pp. 19-32

Persistent link: https://www.econbiz.de/10006532234

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

Pieters, Rik; Wedel, Michel; Batra, Rajeev - In: Journal of marketing 74 (2010) 5, pp. 48-61

Persistent link: https://www.econbiz.de/10008453655

Strategic planning of brand extentions using fit and atypicality measures

Batra, Rajeev; Lenk, Peter; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22

Persistent link: https://www.econbiz.de/10009893541

Economic versus Personal Future-Oriented Attitudes as Consumer Shopping Indicators

Kahle, Lynn; Shoham, Aviv; Rose, Gregory; Smith, Malcolm; … - In: Journal of euro-marketing 12 (2003) 3-4, pp. 35-54

Persistent link: https://www.econbiz.de/10007155974

Foreword to the Special Issue on Marketing in Transitional Economies

Batra, Rajeev; Tse, David - In: Journal of international marketing 11 (2003) 2, pp. 3-7

Persistent link: https://www.econbiz.de/10007232797

Marketing Issues and Challenges in Transitional Economies

Batra, Rajeev - In: Journal of international marketing 5 (1997) 4, pp. 95-114

Persistent link: https://www.econbiz.de/10007249339

Attitudinal Effects of Ad-Evoked Moods and Emotions: The Moderating Role of Motivation

Batra, Rajeev; Stephens, Debra - In: Psychology & marketing 11 (1994) 3, pp. 199-216

Persistent link: https://www.econbiz.de/10007010095

Brand Love

Batra, Rajeev; Ahuvia, Aaron; Bagozzi, Richard P - In: Journal of marketing 76 (2012) 2, pp. 1-17

Persistent link: https://www.econbiz.de/10009840020

A global brand management roadmap

Özsomer, Aysegül; Batra, Rajeev; Chattopadhyay, Amitava; … - In: International journal of research in marketing : IJRM ; … 29 (2012) 1, pp. 1-5

Persistent link: https://www.econbiz.de/10009846338

Positioning Multi-Country Brands : The Impact of Heterogeneity in Cultural Values and Competitive Set

Batra, Rajeev; Zhang, Charles; Aydinoglu, Nilufer; … - 2013

We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior research, we first identify four life values that are relatively more...

Persistent link: https://www.econbiz.de/10014153029