What is he best known for?
The fields of study he is best known for:
- Social psychology
- Advertising
- Marketing
Rajeev Batra mainly investigates Advertising, Marketing, Social psychology, Content and Quality.
His studies in Advertising integrate themes in fields like Salient and Feeling.
Rajeev Batra carries out multidisciplinary research, doing studies in Salient and Measurement scales.
In general Marketing, his work in Brand choice, Purchasing and Private label is often linked to Mistake and Variation linking many areas of study.
His Social psychology research incorporates themes from Print advertising and Need for cognition.
His study on Perceived quality is often connected to Normative social influence and Developing country as part of broader study in Quality.
His most cited work include:
- Measuring the hedonic and utilitarian sources of consumer attitudes (1474 citations)
- Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising (1199 citations)
- Affective Responses Mediating Acceptance of Advertising (822 citations)
What are the main themes of his work throughout his whole career to date?
Advertising, Marketing, Social psychology, Cognitive psychology and Brand management are his primary areas of study.
His research investigates the connection with Advertising and areas like Quality which intersect with concerns in Ethnocentrism.
His research is interdisciplinary, bridging the disciplines of Risk perception and Marketing.
His work on Situational ethics, Personality, Valence and Feeling is typically connected to Trustworthiness as part of general Social psychology study, connecting several disciplines of science.
He has included themes like Cognitive response and Persuasion in his Cognitive psychology study.
His Brand management research is multidisciplinary, incorporating elements of Brand awareness and Brand equity.
He most often published in these fields:
- Advertising (44.44%)
- Marketing (32.10%)
- Social psychology (28.40%)
What were the highlights of his more recent work (between 2011-2021)?
- Advertising (44.44%)
- Marketing (32.10%)
- Social psychology (28.40%)
In recent papers he was focusing on the following fields of study:
His primary areas of study are Advertising, Marketing, Social psychology, Brand management and Identity.
His biological study spans a wide range of topics, including Consumer ethnocentrism, Mental representation and Content.
The various areas that Rajeev Batra examines in his Marketing study include Competition and Perception.
His Social psychology research includes themes of Operationalization and Information processing.
As a part of the same scientific study, he usually deals with the Brand management, concentrating on Brand awareness and frequently concerns with Brand equity, Quality, Affect and Conceptual model.
Strategic management is closely connected to Globalization in his research, which is encompassed under the umbrella topic of Identity.
Between 2011 and 2021, his most popular works were:
- Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (156 citations)
- Brand Love: Development and Validation of a Practical Scale (137 citations)
- An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect: (88 citations)
In his most recent research, the most cited papers focused on:
- Social psychology
- Marketing
- Advertising
Rajeev Batra mostly deals with Marketing, Brand management, Social psychology, Advertising and Multinational corporation.
His research in the fields of Internal communications, Digital marketing and Business marketing overlaps with other disciplines such as Emerging markets and Market structure.
His Brand management study incorporates themes from Brand awareness and Public relations.
His Brand awareness research incorporates elements of Word of mouth, Conceptual model, Affect and Brand loyalty.
His research integrates issues of Brand equity and Operationalization in his study of Social psychology.
The Advertising study combines topics in areas such as Mental representation and Risk perception.
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