Rajeev Batra
Title
Cited by
Cited by
Year
Measuring the hedonic and utilitarian sources of consumer attitudes
R Batra, OT Ahtola
Marketing letters 2 (2), 159-170, 1991
29451991
Advertising management
DA Aaker
Caracas México México México México New Jersey Santafé de Bogotá Santiago de …, 1992
24411992
Assessing the role of emotions as mediators of consumer responses to advertising
MB Holbrook, R Batra
Journal of consumer research 14 (3), 404-420, 1987
21701987
Affective responses mediating acceptance of advertising
R Batra, ML Ray
Journal of consumer research 13 (2), 234-249, 1986
17471986
Brand love
R Batra, A Ahuvia, RP Bagozzi
Journal of marketing 76 (2), 1-16, 2012
15562012
Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture
DL Alden, JBEM Steenkamp, R Batra
Journal of marketing 63 (1), 75-87, 1999
14281999
Effects of brand local/non-local origin on consumer attitudes in developing countries
R Batra, V Ramaswamy, S J.B., D Alden, S Ramachander
Journal of Consumer Psychology 9 (2), 83-95, 2000
14272000
How perceived brand globalness creates brand value
JBEM Steenkamp, R Batra, DL Alden
Journal of International Business Studies 34 (1), 53-65, 2003
12682003
Consumer-level factors moderating the success of private label brands
R Batra, I Sinha
Journal of retailing 76 (2), 175-191, 2000
9392000
The role of mood in advertising effectiveness
R Batra, DM Stayman
Journal of Consumer research 17 (2), 203-214, 1990
8231990
Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time
TJ Olney, MB Holbrook, R Batra
Journal of consumer research 17 (4), 440-453, 1991
8041991
The brand personality component of brand goodwill: some antecedents and consequences
R Batra, D Lehmann, D Singh
Brand equity & advertising: Advertising's role in building strong brands, 83, 1993
730*1993
Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond
R Batra, ML Ray
Journal of Consumer research 12 (4), 432-445, 1986
5631986
When corporate image affects product evaluations: The moderating role of perceived risk
Z Gürhan-Canli, R Batra
Journal of marketing research 41 (2), 197-205, 2004
5362004
The effect of consumer price consciousness on private label purchase
I Sinha, R Batra
International journal of research in marketing 16 (3), 237-251, 1999
5301999
Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences
DL Alden, JBEM Steenkamp, R Batra
International Journal of Research in Marketing 23 (3), 227-239, 2006
5282006
The situational impact of brand image beliefs
R Batra, PM Homer
Journal of consumer psychology 14 (3), 318-330, 2004
4292004
The stopping power of advertising: Measures and effects of visual complexity
R Pieters, M Wedel, R Batra
Journal of Marketing 74 (5), 48-60, 2010
4192010
Integrating marketing communications: New findings, new lessons, and new ideas
R Batra, KL Keller
Journal of Marketing 80 (6), 122-145, 2016
3152016
How advertising works at contact
R Batra, ML Ray
Graduate School of Business, Stanford University, 1983
3151983
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Articles 1–20