معرفی
Rajeev Batra is the Sebastian S. Kresge Professor of Marketing at the Ross School of Business, University of Michigan. He holds a PhD from Stanford University, an MS from the University of Illinois, an MBA from the Indian Institute of Management, and a BA from the University of Delhi. His research focuses on brand-building strategies, global branding, advertising in emerging markets, Asian consumer behavior, and the role of emotions in advertising. He has authored influential books like The New Emerging Market Multinationals and Leveraging Consumer Psychology for Effective Health Communications.
- Education:
- PhD, Stanford University (1984)
- MS, University of Illinois (1980)
- MBA, Indian Institute of Management (1977)
- BA, University of Delhi (1975)
Research Interests: Batra explores global brand management, advertising effectiveness, emerging market dynamics, and consumer psychology. Notable areas include brand coolness, emotional advertising, and the interplay between consumer identity and brand choice. His work emphasizes cross-cultural marketing strategies and the psychological mechanisms behind brand loyalty.
Key Contributions: Batra’s research bridges theoretical frameworks and practical marketing challenges, particularly in multinational brand positioning and consumer behavior in Asia. His studies on brand love and pride of ownership have shaped modern brand equity measurement. He also investigates how cultural values influence consumption patterns and brand preferences in diverse markets.
Labs/Teams: Affiliated with the Center for South Asian Studies (CSAS) at the University of Michigan, Batra integrates interdisciplinary perspectives into his marketing research, collaborating with scholars in consumer psychology and global business strategy.
