Vanitha Swaminathan
University of Pittsburgh
AdvertisingAttachment theoryEvent studyCorporate brandingDevelopmental psychologyBusinessBrand awarenessPsychologyMarketingInterdependencePersonalityMarketing managementBrand equityEnterprise valueLoyaltyIdentity (social science)AllianceContext (language use)PreferenceBrand choiceSelf construalIndustrial organizationBrand managementBrand extensionBelongingnessSocial psychology
56Publications
23H-index
3,525Citations
Publications 50
Newest
#1Meng-Hua Hsieh (College of Business Administration)H-Index: 3
#2Xingbo Li (Digital Designs)H-Index: 3
Last. Vanitha Swaminathan (College of Business Administration)H-Index: 23
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Abstract This research examines how consumers evaluate brands represented in one of two social roles—partner or servant. We theorize that partner brands are perceived to offer greater social connection than servant brands. Across four studies, we show that interdependents express greater likelihood to purchase partner brands than servant brands, as the greater social connection afforded by partner brands enables interdependents to self-enhance. Independents, however, are equally likely to purcha...
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#1Vanitha SwaminathanH-Index: 23
#2Alina SorescuH-Index: 15
Last. Bernd H. SchmittH-Index: 53
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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from s...
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#1Christian HughesH-Index: 1
#2Vanitha SwaminathanH-Index: 23
Last. Gillian BrooksH-Index: 2
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Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The fi...
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This article evaluates when a user-design approach is and is not effective in strengthening brand preference. It specifically delves into the role of power-distance beliefs in influencing preferenc...
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#1Vanitha Swaminathan (University of Pittsburgh)H-Index: 23
Abstract The paper “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” in the Journal of Marketing by Keller (Journal of Marketing, 57(1), 1-22, 1993) on conceptualizing brand equity is path-breaking, and provided a much-needed organizing framework for the brand management topic. It is indeed an honor to be asked to provide a commentary on “Reflections on Customer-Based Brand Equity: Perspectives, Progress, and Priorities”. I articulate two separate ideas in writing this commen...
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#1Casey E. Newmeyer (Case Western Reserve University)H-Index: 4
#2Vanitha Swaminathan (University of Pittsburgh)H-Index: 23
Last. John Hulland (UGA: University of Georgia)H-Index: 34
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This research examines the influence of a firm’s focus on either products or brands in an acquisition announcement on investor reactions and value creation for the acquiring firm. We conduct an event study of product and brand acquisitions in multiple business-to-consumer industries over a 30-year period (1980–2012). We find that value creation from such acquisitions depends on target resource strength and resource fit (relatedness between the acquirer’s and target’s product offerings). Further,...
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#1Vanitha SwaminathanH-Index: 23
#2Richard J. FoxH-Index: 16
Last. Srinivas K. ReddyH-Index: 18
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#1Umut KubatH-Index: 2
#2Vanitha SwaminathanH-Index: 23
This study examines the effects of coercive power on brand preferences and the moderating role of self-construal. The results of the study show that interdependent self-construal moderates the effects of coercive power on brand preferences. When interdependence and independence where added in the same model, there is no significant moderating effect of independence on brand preferences. For brands associated with status, participants who are low in interdependence indicate a higher preference in...
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