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Strategic planning of brand extentions using fit and atypicality measures
Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22
Persistent link: https://www.econbiz.de/10003950162
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How perceived brand globalness creates brand value
Steenkamp, Jan-Benedict E. M.; Batra, Rajeev; Alden, Dana - 2010
Persistent link: https://www.econbiz.de/10003922860
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Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality
Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: Journal of marketing research : JMR 47 (2010) 2, pp. 335-347
Persistent link: https://www.econbiz.de/10003965481
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A global brand management roadmap
Ozsomer, Aysegul; Batra, Rajeev; Chattopadhyay, Amitava; … - In: International journal of research in marketing : IJRM ; … 29 (2012) 1, pp. 1-4
Persistent link: https://www.econbiz.de/10009552160
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An extended model of preference formation between global and local brands : the roles of identity expressiveness, trust, and affect
Xie, Yi; Batra, Rajeev; Peng, Siqing - In: Journal of international marketing 23 (2015) 1, pp. 50-71
Persistent link: https://www.econbiz.de/10010520814
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Psychometric vs. C-OAR-SE measures of brand love : a reply to Rossiter
Ahuvia, Aaron; Bagozzi, Richard P.; Batra, Rajeev - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 235-243
Persistent link: https://www.econbiz.de/10010367203
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The moderating role of dialecticism in consumer responses to product information
Wang, Haizhong; Batra, Rajeev; Chen, Zengxiang - In: Journal of consumer psychology : JCP : the official … 26 (2016) 3, pp. 381-394
Persistent link: https://www.econbiz.de/10011531091
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The new emerging market multinationals : four strategies for disrupting markets and building brands
Chattopadhyay, Amitava; Batra, Rajeev - 2012
Persistent link: https://www.econbiz.de/10009565937
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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. 48-60
Persistent link: https://www.econbiz.de/10009237713
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Affective responses mediating acceptance of advertising
Batra, Rajeev - In: Journal of consumer research : JCR ; an … 13 (1986) 2, pp. 234-249
Persistent link: https://www.econbiz.de/10001018725