Neeraj Bharadwaj
University of Tennessee
Customer retentionSupply chainAdvertisingProfitability indexBusinessProduct categoryPsychologyMarketingPersonalizationCustomer satisfactionPosition (finance)Brand equityConsumer behaviourData scienceSolution sellingVendorCountry of originService (business)PreferenceCustomer advocacyOffshoringIndustrial organizationComputer scienceVoice of the customerOutsourcingReputationCustomer profitabilityKnowledge managementCustomer intelligenceCompetitive advantageCustomer to customerMass customizationBig dataCustomer delightMarketing strategyCustomer relationship management
Publications 24
At the intersection of technology and marketing, the authors develop a framework to unobtrusively detect salespersons’ faces and simultaneously extract six emotions: happiness, sadness, surprise, a...
#1Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
#2Garrett M. Shipley (UT: University of Tennessee)H-Index: 1
Abstract B2B buyers are exhibiting an increased preference to transact digitally with vendors. A topic which has yet to receive sufficient academic attention in this modern selling environment is salesperson communication effectiveness. Accordingly, this article: 1) defines digital sales interactions (DSIs) as technology-enabled, face-to-face buyer-seller exchanges; 2) proposes a typology of DSIs to set the stage to examine salesperson communication effectiveness; 3) introduces a framework that ...
2 CitationsSource
#1Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
#2Michel Ballings (UT: University of Tennessee)H-Index: 11
Last. Prasad A. Naik (UC Davis: University of California, Davis)H-Index: 27
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Abstract When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to estimate the effects of Super Bowl advertising and the advertised brands' Facebook content on ad likability. The novel insights emerging from the analyses include that: both media directly and significantly impact the response, contributing 60% a...
5 CitationsSource
#1Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
#2Dominique M. Hanssens (UCLA: University of California, Los Angeles)H-Index: 46
Last. Ramesh K. S. Rao (University of Texas at Austin)H-Index: 9
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This research devotes theoretical and empirical attention to the understudied relationship between corporate brand value and cash holdings. We draw on existing firm valuation theorizing at the marketing–finance interface to propose that branding can alter the probability distribution of the firm’s revenues, lower potential operating shortfalls (negative operating earnings), and thereby reduce the firm’s cash holdings. The negative corporate brand value–cash holdings relationship is empirically t...
4 CitationsSource
#1Pravin Nath (OU: University of Oklahoma)H-Index: 6
#2Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
This research extends understanding of the relationship between chief marketing officer (CMO) presence and firm performance by investigating how it is affected by the presence of three other functional heads (or CXOs) under various environmental and strategic contingencies. Results based on a panel of 401 U.S. manufacturers reaffirm the positive CMO presence–firm performance relationship and establish that the linkage is (a) strengthened by chief sales officer presence when industry sales volati...
12 CitationsSource
#1Neeraj BharadwajH-Index: 1
#1Neeraj BharadwajH-Index: 12
Originality/value This chapter introduces a new taxonomy to classify four approaches for making strategic decisions in an information-rich environment, and extends that framework to the innovation realm. This framework aims to prompt researchers to explore important topics that exist at the intersection of innovation, marketing strategy, and managerial decision making in an information-rich environment.
3 CitationsSource
#1Michel Ballings (UT: University of Tennessee)H-Index: 11
#2Heath McCullough (UT: University of Tennessee)H-Index: 1
Last. Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
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This research marks the first attempt to investigate the cause marketing–customer profitability relationship, and to assess whether features can moderate the influence of cause marketing (CM) on customer profitability for a focal brand and its main rival. We obtain a panel dataset on 7257 customers to evaluate the Yoplait–Susan G. Komen partnership. On a propensity score matched sample, we estimate a multilevel model and find that Yoplait’s CM initiative positively influences Yoplait’s customer ...
17 CitationsSource
#1Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
#2Charles H. Noble (UT: University of Tennessee)H-Index: 18
11 CitationsSource
#1Neeraj BharadwajH-Index: 12
#2Charles H. Noble (UT: University of Tennessee)H-Index: 18
Last. Yuexiao DongH-Index: 9
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In settings characterized by frequent product entries and rapid market exit, predicting innovation success is a difficult task. The challenge in such short life-cycle markets is exacerbated when the offering is an experience good (i.e., product quality is not known prior to consumption). This article investigates a variety of information disequilibrium-reducing cues that can signal a new product's quality, and posit that those cues affect knowledge of and attitude toward (i.e., customers' mindse...
9 CitationsSource
#2Neeraj BharadwajH-Index: 12
Last. Zheng XiangH-Index: 31
view all 4 authors...
1 CitationsSource