Standout Papers

Measuring the hedonic and utilitarian sources of consumer attitudes 1986 2026 1999 2012 1.5k
  1. Measuring the hedonic and utilitarian sources of consumer attitudes (1991)
    Rajeev Batra, Olli T. Ahtola Marketing Letters
  2. Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising (1987)
    Morris B. Holbrook, Rajeev Batra Journal of Consumer Research
  3. Brand Love (2011)
    Rajeev Batra, Aaron Ahuvia et al. Journal of Marketing
  4. Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries (2000)
    Rajeev Batra, Venkatram Ramaswamy et al. Journal of Consumer Psychology
  5. Affective Responses Mediating Acceptance of Advertising (1986)
    Rajeev Batra, Michael L. Ray Journal of Consumer Research
  6. How perceived brand globalness creates brand value (2002)
    Jan‐Benedict E.M. Steenkamp, Rajeev Batra et al. Journal of International Business Studies
  7. Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture (1999)
    Dana L. Alden, Jan‐Benedict E.M. Steenkamp et al. Journal of Marketing
  8. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016)
    Rajeev Batra, Kevin Lane Keller Journal of Marketing

Immediate Impact

3 from Science/Nature 114 standout
Sub-graph 1 of 15

Citing Papers

The Caring Machine: Feeling AI for Customer Care
2023 Standout
Revenue Generation Through Influencer Marketing
2023 Standout
25 intermediate papers

Works of Rajeev Batra being referenced

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
2016 Standout
Developing a typology of affective responses to advertising
1990
and 12 more

Author Peers

Author Last Decade Papers Cites
Rajeev Batra 9478 5961 1961 3111 73 12.2k
Deborah J. MacInnis 7441 5456 1380 3291 96 11.5k
Marsha L. Richins 7983 4963 2304 3681 48 12.1k
Bernd H. Schmitt 9082 6362 1636 4264 108 12.9k
Terence A. Shimp 7311 4422 1512 1966 68 10.0k
Wayne D. Hoyer 8562 5105 1505 4676 112 13.9k
Linda L. Price 6860 5368 1488 3895 98 11.2k
Richard J. Lutz 6034 4508 967 1525 67 8.6k
Jennifer Aaker 10201 7230 3499 3688 81 14.8k
Joseph W. Alba 7850 4444 1453 2427 76 12.4k
Ronald E. Goldsmith 9326 8494 1240 3172 171 15.6k

All Works

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Rankless by CCL
2026